Table of contents
01
What causes inactivity on social media?
02
The trouble with inactive channels
03
How to get channels back on track
04
How to sunset a channel
What causes inactivity on social media?
Oversegmentation
Creating separate channels for audiences in different geographic locations, industry-specific channels, or entire channels for a specific product can lead to better engagement and more conversions. However, quality over quantity is key. Without dedicated resources and a solid management strategy, it’s easy to spread yourself too thin and wind up with neglected channels as a result.
Pressure to participate
The social media landscape is constantly changing and evolving. If you’re not jumping in and giving the latest and greatest platforms a spin, it can feel like you’re missing out. However, not all companies and business segments need to be on every trending social media platform.
It’s important for social media managers to understand where their target audience is most active, if their content and brand is a fit, and what their ROI will be before using resources to create a new social media channel.
Time and money
Sometimes a company simply decides a channel is no longer worth their time and money. They suddenly stop posting altogether when they should be explaining their exit to their audience and deleting the channel.
The trouble with inactive channels
Loss of brand credibility
No matter how far down the chain of sub-brands and audience subsegments, every social media channel is a direct reflection of the company in the eyes of customers. Inactivity on social media can drive prospective customers away and undermine the positive sentiments you’ve worked to create within your current customer base.
It's also common for prospective employees to check a company’s social media presence to get a better idea of their culture and values. A lack of regular content can send that new talent in other directions.
Customer trouble
Today’s customers regularly use social media just like a 1-800 number or website: to get in touch with companies, ask questions, and learn about their offerings. They’re more likely to make a purchase when they have received excellent customer support during those moments. Leaving the audience without answers or returned engagement on social can be perceived as a lack of interest in their business. This makes channel monitoring an important part of social media marketing.
Beyond missed customers, inadequate channel monitoring also leaves you susceptible to a host of hackers, scammers, and comments section ne’er-do-wells. That could lead to inappropriate content in front of your customers and more blows to your reputation.
Inaccurate information
Social media content has a shelf life. Leaving outdated company logos, broken website links, or retired products where they can still be found by customers causes unnecessary confusion.
How to get channels back on track
Perform an audit
Social media audits help companies determine which platforms positively impact their brand and how they’re doing compared to competitors. Channels that turn up low ROI can then be sunset (more details on that below).
Use a content calendar
Creating a plan for consistent weekly posting and tracking your progress is easier with a content calendar. Try to use a variety of content pillars and asset types to help increase your reach. Monitor post performance to determine the content that performs well and resonates with your audience. Your channel should spring back to life eventually. If not, it might be time to call in the pros.
Get an expert involved
Hiring a social media manager lets you focus on other aspects of your business without having to strategize, develop social content, and monitor channels on top of it all. Social media managers are immersed in social media daily and are well versed in the latest strategies, trends, and news.
How to sunset a channel
Sometimes a channel has run its course, and it’s time to move on. There are plenty of situations where the best move is to “sunset” or phase out a channel. Strategies for sunsetting vary by social platform, but a general rule of thumb is to share a post directing your audience to a new source of information (like a new active channel or your company’s website) before you shut things down.
Preserving your “@” account handle is also a good idea, just in case you ever want to utilize it again. And you can do it without letting your channel go inactive. Put your account on private, hiding its content from the public, and you can still use your bio to tell your customers where you went. If you keep your account public, simply share a post or two with the same information before you make the switch to a new channel.
Final thoughts
The list of problems that can occur when a social media channel goes inactive is long. Luckily, the root of the issue is largely avoidable. If it’s time to sunset your page, a little bit of planning will help your audience know you’re still there and you still appreciate their business.
Our social team at OneMagnify comprises knowledgeable experts who can help refresh your social media presence and keep all of your channels thriving.
