A few months ago, I suggested that businesses should make sure that their social media channels have CURRENT content.
But that’s only part of the battle.
It also helps if the social media channels of a business exhibit CONSISTENT content.
Because of my years of competitive analysis experience, I engage in some competitive analysis for one of my Bredemarket clients. This includes regular visits to competitor social media channels. I won’t mention the name of the competitor (after all, I don’t want to promote a company that competes with one of my clients), but one competitor is very good at social media channel consistency. The competitor uses four major social media outlets, and generally ensures that content on one outlet is also available on another outlet, in a format appropriate to that outlet.
Some companies…don’t do so well.
I’ve run across several companies with multiple social media outlets that fail to take advantage of them.
- In one case, a company published a very good video on its YouTube channel, but failed to share a link to the YouTube video on any of its other outlets, missing a golden content sharing opportunity.
- In another case, a company had created two Twitter accounts over the years, but never let the followers of the old Twitter account know about the new Twitter account. Sadly, the new Twitter account had FEWER followers than the old one, again missing a golden content sharing opportunity.
- In a third case, a social media consultant created accounts on multiple social media outlets, but NEVER posted to one of the social media platforms. (And this is a social media consultant!) It would have been best to have NEVER created that dormant account at all, rather than creating an account with NO content.
I’m struggling with this myself at Bredemarket, since I have multiple accounts devoted to the Bredemarket business itself, and other accounts devoted to me in a professional or personal capacity. For example, I’m probably going to share this blog post after I publish it. Where should I share it? Why? How?
If only there were a service that could help me analyze my web/social media content…oh yeah, I offer one: Bredemarket 404 Web/Social Media Checkup.
If you’d like me to perform an unbiased third-party social media checkup, contact me. (I can analyze your competitors also.)