Set Up Your Social For 2021

The new year is officially underway, and if you’re like me, some of your goals are social-media related. Whether you’re looking to spend less time on social media, have more fun, or just get more out of your social accounts, I have some tangible steps you can take towards your resolutions.

1. Do a self audit of your accounts.

It’s hard to whip your social media accounts into shape if you don’t have a clear understanding of where they currently stand. Social media audits are easy to execute, and they can have a huge impact on your social success. To get the most out of this exercise, look at all of the platforms you have an account on, such as Facebook, LinkedIn, Instagram, and Twitter.

Here’s what I recommend including in your audit: 

• Profile photos 

  • Are they up to date? Do they resemble what you look like today?

• Cover images

  • Are they portraying a valuable image? Are the edges getting cut off?

• Bios

  • Is all information accurate? Do they tell your story? Is the messaging consistent?

• Business hours

  • If they are included anywhere, be sure they are truthful.

• Website URL

  • Be sure it works!

• Top posts

  • Look at the 5-10 posts that were the most popular in 2020. What kind of content was it? You can replicate your best-performing posts in 2021.

It’s important to make a good first impression with your social media, and ensuring all your information is current is a great way to do so. Once you’ve completed your audit, correcting any imperfections should be your first priority.

2. Be where your audience is.

When it comes to social media, sometimes less is more. As social media platforms like Facebook and Instagram continue to get more crowded, it’s more important than ever to be intentional with your time and energy. One of the best ways to do this is to spend time on the platforms your target audience, or ideal client, is on. 

Everyone’s target audience will be a little different, so there is no rule of thumb to go by. But one good way to get a pulse on what’s working well is to go back to your social media audit. If you haven’t gained a new Twitter follower in over a year, it likely isn’t the best use of your time. 

It’s easy to feel burnt out by managing too many different accounts. Make this the year you focus in on your social media presence so that your time and energy isn’t wasted.

3. Comment > create.

This year, spend more time engaging with your friends and followers and less time creating original content. I know, I know: This likely isn’t what you expected to hear from a social media expert. But the truth is, creating content is the most time-consuming part of social media. And it’s not nearly as personal as engaging in comments. 

Commenting and engaging with others can start, develop, and strengthen relationships. So next time you feel uninspired to create content, turn to the comment section of a friend’s post. It’ll be worthwhile and enjoyable. (And keep creating that original content – just be smart about your time, use a content calendar and repurpose your best stuff!)

4. Try something new and have some fun.

Social media isn’t all about work — it should be fun too! And the social media world is changing so rapidly that there are always new platforms to check out and new trends to try. Clubhouse, TikTok, Instagram reels, and Facebook stories are just a few examples of up-and-comers in the social space. 

The benefit of these new platforms is that there is less noise, and fewer users means that your content is more likely to be seen. But again, you don’t have to be on all of the hip new platforms. Instead, think back to my second tip and pick a new platform your audience is most likely to be on. Play around, have some fun, and see if it is worth investing in. And if none of the new platforms seem like a good fit, have some fun on the channels you are already on by trying out different features, like stories, reels, IGTV, or going live. 

This year, make sure your social media accounts are up-to-date, put your effort into the right platforms, focus on relationships, and have some fun. When you start to think strategically about your social media approach — and begin to have fun! — all your time and energy will start to pay off.