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What the high street can teach you about your social media...

It seems to be an ever increasing image of our High Streets, where ‘closing down’, ‘liquidation sale’ or ‘store closing’ signage still remains in an empty shell of a shop front.  The signage remains but there is no activity. 

This in a way has parallels with the many social media accounts we all view each week where the profile remains, but again, no activity.

If you’ve set up Twitter, Facebook, Instagram, LinkedIn or other accounts for your business, then please, I’d love you to read on. However if you’re new to using social media for business or looking to set up new profiles on other networks, then before you create any new social profiles, STOP!  Your profiles are a representation of you.

Now, set yourself a belated new year’s resolution and say “I WILL dedicate time each week to ALL my profiles!

Okay.  Still there?  Great.


So why am I harping on about giving time to your profiles?  Well it comes down to these abandoned shop-fronts.

How many of us these days can walk along our local high street and see one, if not numerous, dilapidated stores, left looking pitiful?  And what do you feel?  I for one feel a sadness. It’s a bit depressing.

Can the same be said of your social profiles? Are they sad and depressing? They certainly can act as a portal to your own shop front, so if you have dormant profiles, what is that saying about you and your business?

Imagine the social media users (and potential clients) out there carrying out searches and coming across such a sorry profile and thinking, “I guess they’re no longer in business…”


Here are the tell-tale signs:

  • Links to you website are old and possibly broken
  • Images are tired
  • Contact details are out of date
  • Your last posts are very much yesterday’s news
  • Pinned posts are past their prime
  • You’ve not published a post for over a month! (Or indeed much longer)


  • (and this one’s my favourite…) Your last posts, each one month apart, are all automated tweets stating how many new followers you’ve gained each month (or more likely, not gained).


Not only does it look tired, lazy and unprofessional, it could be construed as poor customer service – and these days people expect!  Not replying to likes, shares, comments, questions or new followers only gives the appearance that you’ve retired, died, emigrated, been locked up or just don’t give a damn.

The damage to your profiles (to your image and to your reputation) is not only from being dormant but also where a usual pattern of sporadic activity with flurries of posts (usually with the panic of work drying up) followed by weeks and months of…                    



Does this mean you should be making yet another belated resolution?

Well, you could just shut up shop (although a little extreme).  At the very least you could publish a weekly post on each of your social media profiles and breathe a little bit of life back into your business, after all your social media is a reflection of you.  Or...  Give your profiles dedicated time and attention and make Social Media work for you.

About the author

Tony Walton is the head honcho here at Excelsier, and he knows social media both inside and out. Not only that, but he's a fine fellow who loves nothing more than to help other businesses grow and flourish via their use of social media. He also brews a mean cuppa, so if you fancy learning more about how social media can be used effectively to boost your business AND enjoy a decent beverage at the same time, then you couldn't be in better hands.

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