Every social media platform has it… a profile section that calls for contact info and breif bio.
But when was the last time you checked your profile on any of your social media pages?
Is the info current of still relevant to what you do? Is the info complete and accurate?
We just finished up the three part branding extravaganza – does the content and tone align with your brand (the image you want to portray) and brand voice (the personality you want the content to express)?
If you’re like me (and whole LOT of other people), your social media profiles are ALL OVER THE MAP.
So what’s the big deal?
Well, think about it…
- Out-of-date or incomplete phone numbers, email addresses and website URL…
- References to products and services you no longer offer (and omissions of products and services you do offer)…
- Branding and brand voice inconsistent with your image and personality…
- Inconsistencies in this data from social page to social page…
…All makes you look bad. And is certainly no way to win new business.
So what’s a business owner to do?
Time to roll up your sleeves and get down to crafting a solid social media profile, and applying that profile consistently across all of your social media pages.
Here’s a six step process that explains it all…
STEP #1: Google Yourself
You probably think the first step is to jump on each of your social media pages and start banging away. Not so fast there, Flash.
Before we even get to individual pages, let’s take a step back. What you really need is a BIG PICTURE view of your social profile, and your broader “digital footprint.”
So let’s start with a Google search. Google yourself and see what comes up… Oh yeah, that Foursquare pages you launched five years and promptly forgot all about … and that Google+ page Google automatically created when you setup your Gmail account … And, oh yikes, those profiles on platforms nobody ever heard of that inadvertently launched when you signed up for that free webinar or white paper download.
Make a list of EVERYTHING. Not just the usual suspects you use on a regular basis.
STEP #2: Review Each Platform
Now here again, you’re probably tempted to dive in start editing away (I feel you, killer). But let’s wait a little bit longer before we tackle that stage of this overhaul.
Instead, let’s first make a complete social profile inventory. Open up a blank Excel doc and title the columns (going across the top) as follows:
A. Social Platform
B. Review Date
C. Current Phone Number
D. Up-to-date Phone Number
E. Current Email Address
F. Up-to-date Email Address
G. Current Website URL
H. Up-to-date Website URL
I. Current Bio
J. Up-do-date Bio
On your pass, just fill in all the current data. Then save the spreadsheet and title it Social Profile Spreadsheet. (Click here to download a template.)
STEP #3: Identify and List Deficiencies
Once you’ve listed all the info, highlight everything that’s incorrect in yellow. If the data in the Current column is correct, cut-and-paste it into the Up-To-Date column, and highlight it in blue (the color coding makes it easy to quickly review the spreadsheet in the future — **hint** **hint** — that’s called foreshadowing).
Now you’ve got a good idea of what’s missing, and what needs to be addressed.
You also need to evaluate your bio, and any other written content, on each platform. Is the info correct and current? Is it consistent with your brand and brand voice? If your bio or any other content needs to be revised, highlight in orange.
This is also a good place to identify any platforms that you may want to delete (That five-year-out-of-date Foursquare page anyone?). Highlight those pages in green.
STEP #4: Establish Public Profile Info + Create Quick Bio
Here’s where you’ve got to do the heaviest lifting. You need to settle on consistent contact info and create a short on-brand professional bio.
-Contact info
These days, many social platforms allow you to list multiple phone numbers, email addresses and websites. But in most cases, listing multiple points of contact, either on the same platform or across different platforms, may confuse clients and prospects.
Ultimately, you want them to get in touch with you. Not deliberate over how to do so or what’s the best number or whatever, right?
Some of my clients simply list their email address. Prospects make first contact via email, and, if needed, moves to the phone (and sometimes it never goes beyond email. In fact, I’ve communicated with a handful of clients strictly via email).
All of this means it’s in your best interest to settle on a single phone number, email address and website URL. Go with whatever contact info makes it easiest for prospects who want to hire you to get in touch with you.
Save this info into the “up-to-date” columns of your Social Profile Spreadsheet.
-Brief Professional Bio
This isn’t your About page. Or your professional bio. Or your personal profile. It’s a quick and pointed statement that perfectly positions your business in your prospects’ minds.
Most social platforms don’t give you much space to pontificate (and Twitter only gives you 140 characters). But more importantly, prospects don’t want to read your memoir. They want the GOODS.
That means they want to know how what you do can help them. And you need to deliver – in three sentences or less – a statement that’s explains it all, and positions your business as your prospects’ savior.
It might sound hard, but it’s a great marketing exercise. It forces you to boil down EXACTLY what you do and why it matters to your prospects into three sentences or less. It’s your Elevator Pitch, reduced to its bare essentials.
Let’s say, for example, you’re an estate attorney specialized is wills and trusts…
“Estate Planning Pros draft legally sound wills and trusts that protect your assets and ensure family’s provided for after you’re gone. Get in touch today and get started on your will… “
Two sentences… 31 words… And it just about says it all… With a great call to boot.
Save your bio into the “up-to-date” column of your Social Profile Spreadsheet.
STEP #5: Be Consistent Across the All Platforms
Once you settle upon universal contact info and a brief, on-brand bio, be sure to update the content across all your social platforms.
Here’s where your Excel doc comes in handy. Simply run down your roster of social pages and copy-and-paste the up-to-date data into the corresponding social page.
STEP #6: Rinse & Repeat
Once you’ve got all your social profile fine-tuned and softly purring (like a ’73 Triumph motorcycle), don’t just forgot all about it again.
You should Google yourself and review your entire social platform roster at least once a quarter. A lot can change in three months, and you don’t want to lose the peak performance you achieved in your initial social profile tune-up.
Plus now you have system in place that makes a complete review easy and efficient. Just do a quick Google search. And then open your trusty Social Profile Spreadsheet and go down the list (checking it twice ;-).
Has anything changed?
Odds are your contact data is the same (but you never know, right?).
But what about the nature of your business…
>Are you offering new products and services?
>Have you eliminated any products or services?
>Have any other elements of your business changed that would affect your bio or any written content on any of your social platforms?
If so, now’s the time to update that content.
And just so you don’t forget, create a reoccurring reminder in Outlook entitled: Social Profile Update.
What About You?
Are your social profiles a mess (like mine often have been in the past)? Any particularly egregious gaffs? Please, entertain us – share your findings on my Google+ page.
P.S. (Click here to download a Social Profile Spreadsheet template.)