Summer is just around the corner, and you know what that means up north – daily operations for every business owner are about to get extremely busy.
Tourist season in Northern Michigan brings throngs of vacationers. Days are long and business can be crazy! As an owner, you have to focus on operations, hiring and managing staff, providing customer service, and closing sales.
For most small businesses, marketing gets pushed to the bottom of the to-do pile, including posting on social media.
Is it ever a good time to go silent on social media?
Facebook and Instagram are indispensable when it comes to reaching your customers.
If your business goes silent on these channels, it can have both short-term and long-term consequences.
Loss of Engagement and Interest
- Short-Term: Your followers may notice the lack of updates and engagement, leading to a decline in immediate interest and interaction.
- Long-Term: Consistency is key on social media. A long period of inactivity can lead to a loss of followers, and it might be challenging to get their interest again once you resume activity.
Decreased Visibility
- Short-Term: Social media algorithms often prioritize active and engaging accounts. If your account becomes inactive, your business will lose visibility in people’s social feeds.
- Long-Term: Inactivity will impact your overall reach and ability to be found on social platforms, making it harder for new audiences to find your business.
Missed Marketing Opportunities
- Short-Term: If your business is silent during specific events, promotions, or trends, you will miss out on timely marketing opportunities.
- Long-Term: Failing to capitalize on trends and events over an extended period may result in missed chances to connect with your audience and stay relevant in your industry.
Damage to Brand Perception
- Short-Term: Customers may wonder why your business is no longer active. Is your business reliable? Are you closed?
- Long-Term: Prolonged silence can erode trust and affect the overall perception of your brand. Customers might perceive your business as outdated, disinterested, or possibly even inactive.
Competitive Disadvantage
- Short-Term: If your competitors are active and they’re good at engaging on social media, your business will lose potential customers to more active and visible competitors.
- Long-Term: Consistent activity helps your business remain competitive. Being silent for an extended period will give your competitors an edge in terms of audience engagement and market presence.
Impact on Customer Service
- Short-Term: If customers use social media for answers to questions or to find support, your lack of responsiveness will lead to them being unhappy and dissatisfied.
- Long-Term: Over time, customers may lose confidence in your business’s ability to provide timely and effective customer service, and this will impact your reputation.
Now that you know the negative effects of going silent, it’s crucial to communicate with your audience. Consider posting updates about the reason for the temporary hiatus, share relevant content, and gradually resume regular activity.
Better yet, hire someone short-term to manage your social media profiles.
Social media is a dynamic and interactive space, and maintaining a consistent and engaging presence is key to leveraging its benefits for your business.
Being successful with your social media doesn’t mean you have to be posting a lot. It means you have to be posting at the right time.
