Spring—it’s a time to start fresh and nurture growth. And speaking of growth, how is your social media performing? Research shows that 52% of social media marketers believe social media positively influences their company’s revenue and sales, so the health of these platforms is certainly important. In fact, key players in the industry are rolling out data dashboards that prioritize the health and quality of your digital marketing efforts. HubSpot’s Email Health Tool and Facebook’s Quality Check help users identify and address underperforming emails or social media ads. If these issues are left unaddressed, companies could be blacklisted—ending up in the eternal email spam folder or banned from the Facebook platform entirely.
To explain further, here’s an analogy: social media is like soil. Just as plant growth suffers without water, sunlight, and nutrients, social media suffers without strategy, optimization, and engagement. In this blog, you’ll discover how to better manage your social media presence using these tried-and-true tips from agricultural science—because there’s a lot to learn when you go back to the roots!
“Enhance organic matter.”
Lead with organic goals, strategy, and content.
In agriculture, organic matter is natural and rich, yet unrefined. However, it’s necessary to improve soil health. So, what does this mean for social media? Organic social activity—free content with no paid promotion—is targeted to your current audience and can be shared to attract more followers and engagement naturally. This keeps the soil of your social media-rich and ripe for growth. Take, for example, a company that wants to reduce its dependency on paid promotion to build its social media pages. While reducing the number of paid ads, and increasing the number of organic posts, the organic experience can begin attracting more of the company’s target audience and will continue to grow through strong engagement.
Tip: If you find that your content could use a little “fertilizer,” consider using your top-performing organic posts for ad content!
“Avoid excessive tillage.”
Don’t overthink your social media strategy.
Tillage is important for soil health, but constantly digging up the soil leaves no opportunity for roots to grab a good hold and grow. When it comes to social media, repeatedly switching up your strategy doesn’t allow you to see what’s working or not! As you set new goals, don’t get lost in the week-by-week analytics. What may seem like a steep decline in engagement within a few days could actually be just a brief blip in an overall successful period. Instead, wait at least a quarter, review the results, then make a decision on whether to change it up. That should allow enough time for your strategy to take root before you try growing new ones.
Set the tone and stay in control.
Just as you would manage pests that threaten your soil and your harvest, you should manage potential threats to your social media community. This includes individuals who post negative comments that are hateful, spammy, trolling, or have legal implications. The key is to create an environment on your social media that encourages positive interactions and lets your audience know unnecessary negativity won’t be tolerated. Respond to pests with great care—your followers are watching how you respond!
“Prevent soil compaction.”
Focus on quality over quantity.
Compaction is the opposite of tillage. When soil is too compacted from heavy or repeated traffic, there is less room for your roots to grow. The same thing can happen to your social media! Both you and your followers could experience social media fatigue; you’ll feel burnt out from constantly creating and publishing content, and your audience will feel overwhelmed by it. So, be mindful of how much you’re posting. Start out with a lesser amount of higher quality posts, see how they perform over a period of time, and adjust accordingly.
“Keep the ground covered.”
Monitor and engage with your social media community.
Adding a layer of mulch can provide valuable protection from heat and help retain moisture. Make sure you have your social media community covered, too. Social media monitoring tools can track comments, mentions, and more to provide you with a high-level view of how your followers are engaging with your company. Not to mention, the tools can also alert you to the aforementioned pests so you can address those negative comments right away. Remember, every interaction is a chance to cultivate a rich and engaging community!
“Diversify cropping systems.”
Keep it fresh.
Diversity is healthy for soil AND your social media. Think of it this way: each plant offers a unique structure and set of nutrients, just like each type of content offers unique benefits to your social media presence and allows your audience to interact with your brand in new ways. So, don’t be afraid to try Instagram’s new Reels feature or map out an ad strategy for Facebook. Do a little research and experiment with the available tools, then jump in! Be sure to track performance analytics weekly or monthly and set new goals quarterly or yearly. If something is working particularly well, build on it. If it’s not working well, lose it—or explore ways to improve.
Whether you’re tending your garden or tending your online community, these tips will help plant new ideas, establish healthy roots, spread positive engagement, and foster organic growth.