How many times have to you seen a company’s Facebook page or blog page, and noticed that the last update was months ago? It happens all the time.
Facebook, Google Plus, LinkedIn and the blogosphere are littered with short-term attempts by companies and individuals.
You know the pattern: Someone jumps into the media with both feet, thinking it will drive tremendous business growth. After a few days or weeks, when new ideas for the content fail to appear or other tasks become more important, the person stops making updates. The page sits and sits and sits.
Often, I know, because I have talked to dozens of companies who have fallen into this trap. Most businesses abandon these efforts because no immediate results are achieved.
Why Waste the Time?
A business owner recently said to me, “Why would I keep posting things on Facebook if I can’t say that one sale came directly from it?”
Some might argue that the owner was right. Why waste time on something that isn’t working? But others might argue that it’s part of an essential marketing mix that doesn’t have a direct correlation to sales in most cases.
But I want to make a more compelling argument, one that just hit me today.
Abandoning a website or social media platform creates a bigger problem. While we assume that these pages will sit unnoticed if we don’t tend them, the fact is that they are still available for potential customers to review. These pages remains part of the company’s brand, and the abandonment of that pages or social media or whatever demonstrates to the potential customer that you might just abandon him or her.
The Unspoken Words Behind the Actions
No one wants to choose a business to work with that might not succeed. We don’t want to ever pick a loser. (Consider how many people choose the president based on getting it right, not selecting the person who is best for the country.)
Abandoned marketing can kill a company, slowly from the inside. And most companies won’t even know it.
In fact, most consumers don’t even know it. They don’t say, “I refuse to work with this business because they haven’t updated their Facebook page in a year.” Not outwardly.
But inside, when they are considering the benefits of working with a business, these subtle issues play a major role.
Carefully calculated marketing efforts means determining what’s sustainable and what results are desired. When those factors are built into the plan for integrating Facebook, Twitter, LinkedIn or even a blog, then the time invested in these efforts can be better evaluated.
Working with a marketing professional to set up these programs so they require minimal effort for maximum results can often overcome this abandonment issue, which can be so damaging to businesses.