Friday

Social Media Marketing – When You Need to Hit the Pause Button

Business is no longer 9 to 5 or even 7 to 7. It at times feels like it’s round the clock.

The reason?

The 24/7 of social media.

Keeping your brand in constant visibility, trying to fight through all the other internet noise, and keeping up with communications and networking, can be time consuming and draining.

To take a breather, you can put your social media postings and communications on pause.

Is it possible to take pause-it?

Yes. Yes, it is.

For the small business and solopreneur who doesn’t have the budget for a social media marketing department, the weight of the marketing strategies falls on the owner’s shoulders. This, as mentioned above, is time consuming and lots of work. Before that last straw hits the camel’s back, you should give it a pause.

How to Pause-It

In an article at AdWeek.com’s Social Times, it lists three strategies you can use to give yourself a breather. Below gives the gist of what the first two said, and I give my own tip for number 3.

1. SHHHHH.

The first and simplest way to put it on pause is to just stop. You need to be careful here though. You don’t want to go missing for weeks at a time. If you do, you’ll lose your followers and connections. You’ll lose your audience.

But, if you stop postings for a day to several days, all should be well when you return.

A Case Study

I’ve done this by accident a few weeks ago with my Twitter account. Something happened to the automation I thought I had going.

The first thing I noticed was a drastic slow down on the engagement on my account. I usually get 20-40 Favorites, Retweets, Mentions, and/or other engagements every day. I knew something was wrong.

I took a look at my profile and noticed I hadn’t had any new tweets posted for a day.

Using Social Oomph, I quickly got some tweets set up and off they went as scheduled. My engagement immediately picked up.

The Take-Away

The great take-away from this experience: Engagement is based on your activity. The more active you are, the more engagement you will have with other users. 

Note: Your posts, whether to Twitter, Facebook, Google+, or other network, must be of value in order to make connections and generate engagement.

2. Let your audience know you’ll be on pause.

This strategy is for the longer pause – those of one to two weeks. Send a post letting your audience know you’ll be unavailable for some time. Let them know you appreciate their support and that you’ll be back soon.

For the longer pause, this is a good idea. While you can automate your posts to networks like Twitter, you won’t be available to respond to mentions, direct messages, messages through tweets, and so on. The ‘live’ element will be missing.

Your lack of responses could cause your audience to think you’re not interested in them or even worse, that you’re ignoring them. Social media is about ‘give and take.’ It’s about communication and engagement. Keep your audience in the loop.

3.  Hire a fill-in.

In the article I mentioned earlier, number three was about automation. But, automation goes so far. It’s not able to make personal responses. So, if you need to take an extended pause, say two to four weeks, you might look into outsourcing your social media tasks for that time period.

There are lots of VAs (virtual assistants) out there who would be able to handle the job. You’ll have to do your homework though. You’ll need to make sure they’re social media savvy.

Provide a detailed list of the ‘to-dos.’ Know you’ll be in competent hands before letting go of the reigns. Then you’ll have a social media worry-free time.

There you have it, three easy-to-do strategies to give yourself a pause, without offending or losing your connections/audience.

Do you have other strategies you use? Please let us know.
If you’d like to read the article at Social Times, go to:

How to Take a Break From Twitter Without Losing Your Audience

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