As the social media manager for a college, I help individual departments create a social media presence. I love when they are enthusiastic and want to be everywhere at all times; however, my response is always the same: try one social media platform at a time.
I get it. There is a lot of information circulating out there about how more is more when it comes to social. But you have to build your presence. Going from 0 to acquiring ten accounts is like going from working out of your home office to buying ten office spaces.
Here is why you should take it easy when it comes to building a social media presence:
Successfully maintaining even one social media account takes a lot of brainpower.
You have to come up with a strategy, adapt to changing trends, maintain a consistent voice and posting schedule, perform regular community management, etc. (More on these points in later posts.)
You have to get accustomed to generating additional content for social … and there may not be much to share at first.
It’s fun to get a shiny new account and start following people and uploading your profile picture. You may have a couple of posts waiting in the wings … but then what? It’s not as easy as you might think to generate fresh, social-friendly content on a consistent basis for even one platform. You don’t want to get overwhelmed by the need to “feed the feed” for multiple accounts.
You don’t know which platforms are really going to work for you and your audience.
Before you create an account, you need to decide which platform is right for your brand based on the content that you have to provide and which platform(s) your audience prefers. The platform you get from that research should be your gold star, your main account, at least for now.
If you go ahead and create five accounts but then decide only two work, you have spent a ton of time and effort on three accounts that aren’t beneficial to your brand.
Building a following on one social media account is hard enough.
One of the most common questions I get is “why don’t we have a lot of followers?” Well, getting followers – especially the followers you want – is a lot of work! You have to let people know you’re out there though newsletters, networking, maybe even some paid marketing. There are a lot of ways to get followers, but none of them are especially easy. Building a follower base builds credibility.
I didn’t write this post to be discouraging – quite the opposite, in fact. Starting one social media account is a huge step in the right direction. It is also the hardest step. After you create one account and develop it to the point where you have a healthy strategy and following, creating the second account will be easier. Happy creating!