How to Kill Your Social Media Reach

There are plenty of ways to kill your social media reach. One sure way to do this is to have your accounts go into dormancy. What is dormancy? Dormancy is when a social media account that has not posted within a given set of time. Dormancy has immediate negative effects on your social accounts including but not limited to decreased reach, decreased influence, and loss of market share. When you stop (or take a break from) posting, you’re basically taking all the hard (smart) work you’ve done the whole year and letting the results slip through your fingers. Let’s go through the effects of inactivity on social media reach, influence, and SEO.

How to Kill Your Social Media Reach

In our experience, larger brands should post on a daily basis for all networks. Social networks reward activity – that’s a no brainer. ALL brands should do this – but it is even more important with larger brands. When we say “larger brands”, we mean pages with a following and or market share greater than 10,000 people.

Social Activity Standards for an Active Brand

While every brand is different, we’ve found that as a rule, most large brands should:

  • Post once daily to Facebook
  • Post a minimum of 2 to 3 times a day on Twitter
  • Post to LinkedIn at least 3 times per week
  • Post to Pinterest (at least) once daily
  • Post to Instagram a minimum of once daily (some smart brands can be more active – but not all can execute this effectively)
  • Answer all interactions
  • Create and search for interactions

Keep in mind this is the minimum and will be slightly different according to your goals and audience. This guide could change to include Tumblr, Snapchat, reddit, and others for brands with a younger demographic. The above is the absolute core when it comes to a social media program.

Results of Social Media Inactivity

Dormancy sets in some somewhere around the time that brands are outside of their normal publishing schedule. When dormancy happens; Facebook, LinkedIn, and Twitter algorithms kick in and you begin to see the negative effects of Social Media Dormancy:

*Social algorithms kick in to drop your account’s reach. This is especially true on Facebook and Instagram. We’ve seen large brands with over 10,000 fans not posting within a couple of weeks time see their reach drop down from an average of 10x.

*Your social connections will slowly forget about your brand since you’re off their radar. This means they won’t reach out to engage and in turn, exacerbate the issue.

*Your links will not be shared to social media which will result in fewer signals being sent to Google’s algorithm and increase the chances that your keywords will drop in ranking in Google search.

This dormancy in social media posting and activity negatively affects reach once brands get back to posting. In order to get things back to normal, it takes usually around 3 to 5 times the amount of dormancy time in order for engagement and reach to get back to their former levels. This means that if you’re inactive for a week, it will take anywhere from 3-5 weeks to get back to your original reach number. This also means spending more time focusing on interactions – elbow grease, manpower, and a higher dollar spend. This also does not include other factors such as the constant updates that are made to social media which brands may miss in analytics while they are dormant.

When Does Dormancy Happen?

Brands make the mistake of going into dormancy:

-End of Blitz Campaigns
-End of Ad Buys
-End of Fiscal Cycle (year-end)
-Loss of Team Members

These periods create great opportunities for competitors to steal your brand’s market share. Savvy brands become more active during the typical dormancy periods. This means they get lower ad rates, higher CPA’s and the attention of the social audience which is seeing less content and is becoming more receptive to the content being pushed out by active brands.

How Do You Combat Social Media Dormancy?

There needs to be a plan in place for (at least) a passive posting schedule. The creation of a passive post calendar should always be in place.

What are Passive Posts?

Content such as memes, quotes, branding statements, photos, etc. If you don’t have the resources for this type of content creation, you can always work on amplifying the content that is being created by the community about your brand. Never underestimate the power of a re-tweet or a cross-shared post. You can also duplicate older posts by using a platform like ours.

Ideally, your brand should never go into either full or partial dormancy. When you are creating your social media calendar, speak to your community manager and have a plan in place.

But I Don’t Have The Time For This!

If you don’t have the time for this, then you should consider hiring an agency or bringing someone on in-house to handle social media for you.