So, you blog regularly.
Maybe you tweet as well.
Perhaps you have a company Facebook fan page too. Good for you. Well done.
By now you may have seen tangible results from your efforts. More and more people are reading your content. Maybe you’ve converted interest into leads, and into sales.
Hopefully you’ve taken my advice and have a content strategy in place that helps you and your colleagues keep that social media ship on course.
You’ve got followers, fans and evangelists and they like what you do. They’re on your side.
But there’s a problem.
Your most devout followers have been reading your stuff all of these months and, by now, they pretty much have a handle on what you’re saying. The problem is, that you’re saying the same thing again and again. Your most loyal of followers are being done a disservice since they feel that they’re reading the same message – even if it is being regurgitated and rewritten 101 different ways.
They’re not being pushed, challenged, educated or informed any more. You’ve made your point to them – and they’ve got it. The only question now is how long they’ll continue to hang around reading your stuff before pragmatism overtakes loyalty – and they’re gone.
Don’t get me wrong: your content may still be invaluable for all of the people that have just found your social media channels and are enchanted by what you’re saying. But unless you can bring something new to the table every once in a while, these new fans will be off as well.
Content strategy, like any strategy, is a constantly evolving process. Every now and again it’s important to stick your head above the wall to see if whether your social media ship needs a course check.