Don’t judge your work by this day. Or any single day.
Don’t judge your work by one week of social media metrics, either.
This is a short blog post, one to remind you that the reality of social media is that not every day, week, or post is going to be a home run. Don’t stress out today if your Facebook engagement is down this week, or your blog views are low this month, or your latest video isn’t sending viewers to your website in droves. Any drop in metrics could send a community manager to the chocolate bar, it’s true.
Social media is so immediate, and social. Those of us in social media ego track our community stats obsessively, sometimes hourly. We do it, hoping for that high, that “hit” of the video going viral or the blog post spreading like wildfire. We judge our own prowess and success by how quickly the Likes pile on, the retweets happen, the pins are re-pinned.
Just like every business has slow months and busy months, the social media equivalent is the “down week” or the slow-to-gain-traction post. Not every tweet will be retweeted. New days may not bring new Twitter followers. Not every Instagram photo will be loved. Set expectations with your boss to expect the slower times, and so you can both sigh and then accept that your Facebook post reach is low this week. Our world is so instant online, and it’s important to remember that success is about building a robust overall community, over time, and not hanging our success on every post and update.
Just as in business, if your social media engagement and traction continues to drop, then take a look more closely. But give it a week or two, or a post or four.
The adage about social media is really true: it takes six months of working systematically, strategically, and consistently before you begin to see results from your social media activities. It’s hard, it’s frustrating, and it takes a lot of experimentation before you will see your online community and presence grow. Even after that, we sometimes have days like this…and that is to be expected.
(Hat tip to http://fundraisergrrl.tumblr.com/ for pointing me to this fabulous gif and inspiring this post.)