It’s pretty common that as an SME, you open different social media accounts for your company to try to build more attention around your business. And then, as time passes and responsibilities pile up, your time becomes very limited, and you struggle to keep posts consistent. While this may not wholly be your fault, an inactive social media account has many consequences. And that’s what I want to show you in this article.
Damages your credibility
When a customer wants to buy from you, they look everywhere. This includes your website, social media platforms, and other customer reviews online (if you have). Studies have shown that over 75% of customers use social media to influence their purchasing decisions. They do this because they want to be sure you’re real, so they don’t end up getting scammed. This is why it’s your job to create an excellent impression for them through your online efforts.
Now imagine what a customer you’ve pitched to, maybe via ads or wherever, finally wants to buy from you and then do research on their own, and see that the last post on your social media page was from 2015? That’s automatically a red flag. Compare this to a business with an active social media community with up-to-date posts and an engaged audience. This immediately shows credibility on their part and will make the new customer want to do business with you.
Confuses your customers
How so? Imagine as a customer, and you’ve been following on Twitter because you liked their content. Then at some point, you stop hearing from them; what do you think the reason for them stopping will be? Different thoughts will come to your mind. For one, you’d be conflicted because you won’t know if they’re still in business or not and whether they should still patronize you.
Also, when they need the product or service you offer, they may look to another brand that has remained consistent and is at the top of their feed more often. In social media, out of sight, out of mind is a real thing.
You lose followers
This is a continuation from the point above in the sense that when your followers stop seeing your posts and randomly go through their following list, you’d most likely get unfollowed because you’re no longer fulfilling the need they followed you for.
Plus, the more your followership reduces on social media, the more your money sips down the drain. How? Think about the money and time you spent trying to gain followers and keep them engaged. Think about those influencers you paid huge fees monthly to mention your business on their posts. Once your social media efforts slow down, all these will go down the drain.
Many businesses have the misconception that social media is a once and for all thing. Now imagine a person who spends all their time in a room without any human interactions. Two questions: Would they gain new friends? And will they remain friends with their existing friends if they’ve not made any effort to reach out or respond to them? The same thing goes with social media. You have to be active to get people to remain interested in you.
It’s bad for customer service.
Customer service is another area that gets affected when you leave your social media account inactive. Imagine an instance where your customers on Twitter are tweeting at you regarding a difficulty they’re currently facing with your product, and there’s no one there to help them out.
This will tarnish your reputation, and you know how customers are on platforms like Twitter, right? Once your business is tagged as the one that doesn’t respond to customer problems, it will be difficult to come back from.
What’s the Solution?
The solution to an inactive social media account is quite obvious: Just don’t be inactive, right? But the thing is, not everyone has the time to handle a demanding business and make sure that they create content and respond to customer complaints on the internet at the same time.
So here’s how you can work around handling an inactive social media account with little time on your hands
- Create a strategy
- Use automation tools like Hubspot, Hootsuite, SharpSpring, and Buffer
- Hire a social media agency to manage your account.
According to Oberlo, more than half (53 percent) of the global population use social media, which is a 12.3 percent year-over-year increase. So, you cannot completely shut down the lights on social media because it’s highly beneficial for your business. You should find a way to work around it.