We’re halfway through the year so now that you’ve (hopefully) cleaned out your closet or kitchen cabinets, let’s think about deep cleaning your brand’s social media strategy!

Now, before I dive in and potentially startle you with the amount of work we recommend, know that we’d love to help you with this. We offer social media assessments to help you better understand your current audience so that you can start to create results for your brand.

5 Steps To Deep Clean Your Brand’s Social Media

1. Understand your current audience

Start by breaking down your audience on each platform. Not only the number of followers, which is important to know but also the demographics. It’s important to understand the age of your followers, if they’re male or female, where they’re located, etc. This will be important when drafting messaging or sharing content. For example, if your audience is primarily made up of baby boomers, consider how you can better serve them through your messaging and content and brainstorm ways you can pull in a younger demographic.

2. Assess each platform

Consider each platform your brand is on (Facebook, Instagram, LinkedIn, etc.) and really take a look at these platforms in terms of the results you’re receiving from them and ask yourself some questions. Do you still need to have a presence on some of them? Are there any you aren’t on that maybe you should be?

Another reason to assess each platform is to see what types of content are working on some platforms that might not be working on others. Sure, there is room for duplication potentially on Facebook and Instagram but, LinkedIn is a totally different playing field. For example, the content you’re sharing on Instagram (consumer-facing images, recipes, blogs, etc.) shouldn’t necessarily be shared across LinkedIn – a more trade-facing platform. Maybe the image is the same, but the messaging should be completely different as LinkedIn is primarily meant to reach a B2B audience, not B2C.

3. Review your library of content and assets

Determine what content you already have and then decide what you might need going forward. Do you have a surplus of field photos but only a few recipe photos? Do you have any video content? Compile your existing library into a folder and separate the content into different categories. This may take some time upfront but will save you later when you’re in the creation and ideation process. It will also help you identify gaps in your assets so you can strategize on how to beef up your content to be fuller and more well-rounded.

4. Set new goals

If you’re currently working towards goals in regards to your social media efforts, it’s time to check in. Are you on track? Or do you need to reevaluate? If you’ve fallen behind and due to lack of resources or time available, we totally understand and empathize with how much time social media management can take. However, there are other reasons why you may be behind on goals, in which case, resetting your benchmarks may be needed. For example, if you planned to hit 1.5 million impressions but then you pivoted strategy mid-year to only focus on driving website traffic, consider readjusting your goals so you’re focused on hitting the mark.

5. Put things into action

Finally, for the fun part! Pull together your findings from each of these sections and dive deep into a study. What actionable takeaways can you implement from this exercise? As mentioned before, if your audience is solely made up of baby boomers, modify your content to better serve them and brainstorm strategies to reach a younger audience. If you realize Twitter isn’t serving your brand, stop spending the precious hours in your day working on this platform. When you put together your content audit, did you see any gaps? For instance, do you have a ton of field photography but little recipe photography? If so, consider partnering with an influencer or recipe developer. If you’ve switched up your strategy mid-year or realized you aimed too high or too low on any of your goals, reshape them so you can keep striving to achieve great results for your brand.

Maintaining a clean and organized social media presence is time consuming work, but the reward outweighs the effort. Social media is too important to be the last item on your to-do list so if you’re struggling to keep up, don’t hesitate to give us a call! We mobilize our entire social media team to create a tailored, customized assessment that will put you on the path to receiving results.