Social Media Exist Strategy
One of the biggest reasons why many businesses hit the delete button on their social media profile is that they are not seeing a healthy return on their investing and to avoid wasting more of their budget resources. Regardless of the decision to move on from social media, you’ll need to consider the platform carefully. Whether it’s a blog, community, microsite or social networking account, each will have its own factors to consider.
1. Dead Blogs and Communities Serve Up SEO Benefits
If you decide that it doesn’t make sense to sustain your blog, don’t delete it without careful consideration. You may find that much of the content is still valuable and people are coming across it through their online searches and via your SEO efforts. Check your analytics to determine the level of traffic that’s still coming to the blog, as well as where your visitors are coming from (referral traffic) and the search terms they’re using to find your blog or community. Make sure you draft and publish a final post explaining the reason for the termination of the blog or online community and thank your readers/contributors for their participation. Don’t forget to include a link they can click to find your business online, join an affiliate community or a recommended group on a social network like Facebook or LinkedIn.
2. Expired Campaign Microsites Leverage Inbound Links
These microsites or landing pages are usually tied to a creative campaign to drive visibility around a product or service, promote an event, or may even have been used to hold a contest or sweepstakes of some kind. Even though the product has been discontinued, the event has passed or the contest has ended, you may still be attracting visitors from inbound links. Again, it’s about taking advantage of that web traffic (and your brand equity) so don’t cut off that funnel of interested visitors wanting to know more about your business.
3. Unattended Social Media Accounts Aren’t Exactly Social
It’s disappointing to come across a business account on a social network that’s been abandoned or doesn’t respond to comments or customer inquiries. I wouldn’t recommend deleting brand name accounts on social networks. I’m talking about branded vanity URLs such as pinterest.com/KLMConsulting. If you’re not ready to activate the account, try to make it hidden (Facebook allows you to do that with pages and groups). If you can’t do that, why not post an initial message stating the obvious – “Thanks for visiting our page, we’ll be launching shortly so come back soon!” If it’s a mature page and you’ll only be gone temporarily, then state that in the last post you publish or in the profile.
If you have secondary pages that aren’t performing or you simply can’t sustain or maintain the dialogue, then you may want to consider deleting those. Most likely, these will be social media accounts that aren’t imperative to your business and do not contain your brand name in the vanity URL. If that’s the case, you’ll want to send a message to your fans or subscribers letting them know the end is near. Just do so with caution since social media accounts cannot be undeleted.
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