There are a lot of social media sites out there and it’s easy to get overwhelmed. We’ve talked about strategy in the past and how you need to have a plan before you get started. However, you also need to reassess your plan to make sure that your plan is working. I recommend reassessing every 3 months in the first year and every 6 months thereafter.
Why? Because social media takes time. It takes time because you are building online communities and trust with your constituents. They need to know that you are there to stay and not some fly-by-night social ghost who is there one minute and gone the next. It takes 60-90 days to get any real traction and real measurement in social media. Anyone who tells you different is just selling you a bunch a b.s.
Now that you have some key metrics and a benchmark ask yourself the following questions:
- Are our social media goals still the same? Sometimes your goals change due to company vision, a current promotion, etc. Reassess.
- Do you still have the resources to sustain? Unfortunately, circumstances come up where people are laid off, quit, they are given other responsibilities, etc and their commitment to social media falls by the way side. Make sure you have the resources to maintain your current work load.
- Are the metrics giving you what you want? Reassess your social tools. There are so many to choose from. If you were blogging regularly and there has been no increase in traffic to your blog or your website then maybe blogging is not giving you the bang for your buck. Remember, you don’t have to do it all. Pick one social avenue and do it well.
- Have you reset your goals? Now that you’ve had a chance to look at your goals for the past few months, were they unrealistic? Too conservative? Now’s the time to re-evaluate and put some realistic new goals in place.