We’re finally there. Spring. And that I find… exciting! So, when thinking about spring, then spring cleaning, consider your social media clean up as well. When I read this week that an average brand has over 250 digital experiences now to manage online, if you have any type of digital footprint, you may not be far behind.
That, and are you future-focused, or past-focused? If you dig the past, of course, feel free to keep everything up and going (and there’s something extra special to be said for those who curate content online that happened before the internet happened). But, if you’re future focused like I am, consider tweaking and sprucing up your digital presence to focus on whats coming, rather than just what has been. Here are a few tips I completed this weekend, but I’m not completely done yet with my digital spring cleaning. More to come.
Here are some tips to clean out and dust off that social media stuff.
Archive, then delete/edit – Save a copy of your current portal before you start cutting, because some day, you might want that one post that went viral. I just copy and paste sections from my portals into MS Word or Google docs. You can also export your LI connections, which I do from time to time now. Here’s how to get your archive on LinkedIn, Facebook, Twitter archive, and how to archive your Instagram photos.
Check out who’s checking you out, and audit who you flock with digitally – It’s good to turn on the "who’s viewed your profile" feature on LinkedIn. And, its also interesting from time to time to turn on "those who viewed your profile also viewed…" Who are you attracting to your profile? Is it your customer avatar? Is it the employer or client of your dreams? Or is it someone else? If it’s not who you want to draw in, consider a radical change… It may be time. Who else are people checking when they check on you? Are these people to collaborate with, or people who are doing similar work to you? Worst of all, are they copycats? Best of all, are they people who you admire? Just pay attention to who the world is pairing you up with, because that could be a sign that you need to make bigger changes, IF that is not or they are not your jam.
Consider gutting your LinkedIn/Facebook profiles – For those of us who have been on this professional gig/career path for a couple of decades or more, it’s time to stop giving War and Peace on everything you’ve done. I gutted my LinkedIn profile this weekend, to not focus so much on what I’ve already done, but what I want to concentrate on and study in the future, and the range of work that I can and want to do. Besides, a lot of us have multiple interests, and they change over time – so its important to be selective on what you keep and cut so you don’t get pigeonholed and branded as a one trick pony. Even when you’re on top and social seems to be working – that’s when you should cut it — radically. Case in point: Eleven Madison Park, the best restaurant in the world melting itself down when on top of the world, literally, and starting over again. A lot of people thought the owners were downright crazy to shut down their restaurant after it was named the #1 in the world, but that’s the best time to go out – when you’re on top.
Lock down your best content behind a pay wall – I know that most of the online marketing gurus are going to vehemently disagree with me when they say that you should give away your best content as "lead magnets" or to exchange for a name and an email address instead of charging for content. But I have fallen into this trap more than my fair share of times now as a follower, and have been spammed to death, even by some of the "best" and biggest names out there in content creation and online marketing/entrepreneurship. I unsubscribed to many of them now, because I’m tired of all the staged emails (and yes, they’re staged – even if you start with "Hey Erin…" I’m on to your marketing funnel game.) Instead, think about cutting some of your online content and put it behind a pay wall. If people really want your stuff, they’ll be willing to pay for it. I’ve done this with some of my best evergreen traffic-posts and digital goodies, like a subscription to my list of curated pharmacy meetings for 2018, and the list of pharmacist and healthcare certifications updated and delivered real-time. You might consider that, too. It also allows you the opportunity to weed out your digital diatribes. I like giving away stuff, but I still have bills to pay. So do you. And, there’s nothing wrong with getting paid for your work.
Think about changing how and when you post – I’ve been trying to post on Instagram in 3s – because your overall profile looks a little cleaner (although I was terrible at that this morning with the new #SMDames18 save the date announcement). But, consider what’s working and not working for you when it comes to posting. Not only when you’re posting, but WHAT you’re posting. Are you posting stuff that you’re excited about working on for the future, or are you back in the past? Whatever your brand stands for, get clear on where you want to head, then make some changes. Experiment. Because the present has never existed before, so it’s all one big grand pre-clinical study.
That’s all I have for you thus far. However, even if you take one of the 5 steps above, you’ll be ahead of the social media game. And it is a game… So game on!
Erin Albert is a health outcomes pharmacist and author of the new book, "Single Women Entrepreneurs: 5 Years Later."