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How Business Owners Can Take A “Vacation” From Social Media

As a business owner, you’re probably no stranger to considering how the day-to-day of your business will run while you’re on vacation.

Since summer is in full swing and you may have a well-deserved vacation coming up, I wanted to make sure you also accounted for the day-to-day management of your business’s social media channels.

While it is possible to take a break from your business’s social media during your vacation, some planning and preparation will definitely help you do so more successfully than if you were to just unplug “out-of the-blue,"

Here are my top 5 tips for taking a “summer vacation” from your business’s social media.

Make time to prepare beforehand.

Once your business is up and running with social media, day-to-day management can be done in about 10 minutes per day. So, you shouldn’t have too much trouble making a little extra time for “social media activities” in the week(s) leading up to your vacation.

Putting this time on your calendar will set you up to successfully complete all the other tips in this post, so your social media will be working for your while you’re enjoying some offline R&R.

Use scheduling tools to your advantage.

If you’re taking a vacation (or going on maternity leave, or just feel like taking a sabbatical), get familiar with a few of the free and paid social media scheduling tools. These make it possible for you to personally take a break from social, without your business having to take a break too.

Here are a few of my great scheduling tools:

  • Good: HootSuite

  • Better: Buffer

  • Best: Edgar

With these tools, your Twitter, Facebook, and LinkedIn can keep running without you having to lift a finger.

Instagram is slightly tricker. You can still schedule posts in advance, you’ll just get a notification on your phone at the time you scheduled. Then, with a couple taps, the post content will open in Instagram and you’ll be able to publish it in about 20 seconds.

Avoid “total” automation mode.

Be cautious of automating several of your channels together. By this I mean that when you post on one channel, it automatically pushed content out on another channel.

For example, people do this all the time when they post something to Instagram and at the same time share it on Facebook. And a lot of people have their Facebook posts set to be automatically posted to Twitter.

That type of regurgitation ends up looking unprofessional and lazy. Especially since these posts will often include content that isn’t properly formatted for the specific channel where it’s posting.

Create content in advance for all the channels you use, so they’ll remain active, with engaging content, while you’re on vacation.

Determine who will represent your business online.

Just because you’re on vacation, it doesn’t mean your audience is too. They’ll want to keep engaging, so don’t just leave them high-and-dry.

If you’re available to look at your social media platforms during your break, schedule a little bit of time to do so. During that time focus on responding to comments, mentions, messages and reviews.

If you can’t (or don’t want to) check in, I recommend designating someone to do this on your behalf.

Consider hiring social media pro.

If you want absolute peace of mind, or if you want your social media audience to grow in  your absence, working with a professional social media manager is going to be your best bet.

 This person can keep an eye on your channels, post live, engage with your audience and even grow your following -- all while you’re totally relaxed and completely unplugged.

 Want to leave your social media in good hands while you’re on your next vacation, let’s chat.

 And be sure to grab my free Social Media Vacation Planning Guide to help you make sure you’ve got all your online bases covered the next time to need/want to unplug.

 Get it free here, in my resource library.

Top 10 Small Business Social Media Questions Answered

     1. What are the 1-2 social media platforms my small business should be using? Why?

It really depends on the business, but Facebook is always a good bet. Twitter can used as a good customer service-type resource. If your brand is product-based and very visual, Instagram is definitely a good platform to be on.

Of these three largest social media platforms, Facebook is a solid choice, especially since it shows up often in search pages.

     2. Does my small businesses need social media to stay relevant? Why?

Absolutely. Many people use social media not only to communicate, but for research. If your social media isn’t updated, many people assume you’re no longer in business. People search for mentions and reviews a lot of the time.

     3. What should I post on my social media channels?

Post content relevant to your brand and industry. Are you a dog groomer? Post content about DIY dog grooming tips, ways to prevent fleas/ticks/heartworm, funny videos and recipes you can make for your dogs. If you’re a CPA, post content about tax season, money dos and don’ts, and updates about your practice. A good rule of thumb is to post content that you know your audience will love.

     4. How often should I post?

It really depends on your brand and what you’ve been doing so far. If you have a larger audience, you can post more often. If you’re just starting out, start slow, but be consistent. A good place to start is 3-4 times a week and tweak that number as needed.

     5. Is there a best time to post? What time is it?

Again, it really depends on your brand. Generally, good times to post are between 8-10am and 7-9pm for Facebook, 12-2pm for LinkedIn, 1-3pm for Twitter and anywhere between 7-10pm for Instagram. Again, these are just averages. The best times to post vary widely by audience.

     6. How do I get more followers?

See #3. Post consistent content often, respond to your audience, and always be human.

     7. Why is it taking so long to get more followers? How can I grow a following faster?

Growing your followers takes time. Nothing happens overnight. You could buy followers, but that will actually do more harm than good. Give yourself at least 90 days to start seeing results. Listen to your Grandma - Good things come to those who wait.

     8. How many followers do I need to make X amount of sales?

This is a great question! While it would be totally ideal to attribute reaching X amount of followers to sales, it’s not quite that easy. Tying sales to a social media post is very difficult. Don’t use social media to make sales, instead, use social media to build awareness and make people want to buy from you.

     9. Isn’t social media just for online businesses? Should local businesses care about social media? If so, why?

Nope! Social media is for everyone! Big businesses, small businesses, start-ups, nonprofits and even personalities can benefit from social media. Local businesses should especially care about it. When utilized correctly, it’s a great way to reach the community and increase brand awareness.

     10. I’m working so hard to grow X platform, but my followers and/or engagement is decreasing - why?

It could be a number of things. You could be posting at inopportune times, you could be posting irrelevant copy, or you could come off as fake and boring. The best thing to do is test your content. Trial and error is a necessary process of building your social media following.

Facebook Advertising Goals For Local Businesses

One assumption I hear often among local business owners is that Facebook advertising (or social media advertising, in general) only works for online-based businesses.

I’m here to put an end to that assumption -- because it’s simply not the case.

Thanks to its amazing targeting capabilities, Facebook advertising is one of the best marketing tools modern businesses can use whether it’s an online business, local establishment, or otherwise.

In this post, I’ll show you how local businesses can approach Facebook advertising to get the best possible results.

If you want to dive deeper into specific advertising goals that align with your overall business goals, be sure to grab your free download of my “Local Business Goal Setting Guide For FB Ads” here.

Level 1 Goal: Increase brand awareness.

If your mission is to make sure more people know your business exists, you can target a larger local audience, and audiences in neighboring areas.

You can create ads that people are more likely to share so that you end up in more people’s feeds without paying more.

Since Facebook Ads are a great marketing tool to help you reach a variety of business goals, even when you’re marketing for a specific product launch, or to promote a new location, or to grow your list of leads, etc., you’ll be building brand awareness by default during every single campaign.

Level 2 Goal: Grow an engaged local audience.

Overall on Facebook, your business needs to be engaging and it needs to have a purpose at all times on social media.

If you’ve been reading my blog for a while, then you know I’m always encouraging you to create and post things that your audience will find valuable. The same goes for ad content.

A big mistake I see businesses make all the time is running a boring ad. You can’t just slap a stock photo into an ad and write a few lines of bland, sales-y copy and call it a day.

Make sure you’ve got a reason you’re running your ad and then think about how the ad content aligns with the purpose behind it.

Level 3 Goal: Get more people in your door.

Having the ability to zero in on and target your exact, ideal audience is incredibly powerful when you want people to take action.

Simply being on Facebook and posting a few times a week won’t immediate get people running through your door. But ads can certainly help with this.

For example, you could run an ad with a special promotion for an in-store offer. You can even collect leads directly inside Facebook ads and then follow up with those leads later to invite them to check out your business.

Which goal will your business be focused on with Facebook advertising?

Let me know in the comments, or feel free to reach out so I can help you come up with a Facebook advertising strategy that’s aligned with your most important business goals.

Click here to contact me.

If you want to dive deeper into specific advertising goals that align with your overall business goals, be sure to grab your free download of my “Local Business Goal Setting Guide For FB Ads” here.