IAN FERGUSON: Social media presence needs constant refresh


Ian Ferguson

As a business professional wanting to improve your personal brand and remain relevant in the marketplace, your social media presence becomes a priority. When was the last time you refreshed and updated your company’s social media pages? Perhaps this article serves as the catalyst you need to do just that.

Social media is constantly changing, and companies and business professionals that are not up to speed are bound to fall behind. You owe it to your brand and your company to get the social media makeover it needs. Here are a few tips to get started on the journey of enhancing your social media presence:

1. Social Media Monitoring

Social media monitoring is the process of studying and tracking relevant information on social media as it relates to your business and its goals. With an effective social media monitoring strategy, you can keep track of popular accounts in your industry; relevant hashtags; the performance of competitors; major changes to specific platforms; and general trends related to your niche.

Social media monitoring makes it easier for businesses to stay current on important changes across different platforms by tracking specific metrics. These insights help determine how your social media profiles stacks up with those performing well in the current climate. Without social media monitoring, your social media presence is more likely to fall behind the trends and other significant changes.

2. Refresh Your Profile

Social media platforms are powerful tools for connecting and communicating with potential customers.

But, if you want to maximise the connection with your audience, your social media profiles need to remain relevant. You have to stay ahead of social media trends and ensure all the information on your account is up-to-date. If you are always playing catch-up with the constant changes in the social media sphere, you will never successfully maintain a connection with followers.

And if the information customers find on your social media profile is not accurate, this connection will not be worthwhile. Even the most effective social media marketing strategy is meaningless if your accounts have inaccurate contact information.

Every few months you should reassess your company’s social media presence on all platforms to see what needs to be updated.

3. Replace Your Old Photos

Photos are an essential component of your company’s social media presence. Online visitors use these visuals to get a better understanding of your brand and what it offers.

You need to consistently replace older photos with more up-to-date, higher-quality photos to give new followers the most accurate idea of your business or you as a professional. Unless you have recently updated your brand’s logo, keep your profile photo the same. Changing it too often can confuse customers and hurt brand awareness.

However, you should routinely replace cover photos and gallery images to rejuvenate your social media presence. If you have the budget, hire an in-house or outsourced photographer to provide a consistent stream of high-quality, up-to-date images.

Refreshing your company’s social media profile is critical for staying connected with your audience. Routinely updating key pieces of information on these platforms ensures visitors know how to reach and interact with your business. Convince yourself today that you and your business are worth the investment.

• NB: Ian R Ferguson is a talent management and organisational development consultant, having completed graduate studies with regional and international universities. He has served organsations, both locally and globally, providing relevant solutions to their business growth and development issues. He may be contacted at tcconsultants@coralwave.com.


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