Now that you have it, keep up with it.

There is no denying the power that online media holds for a business.  It has become so essential for businesses to have a Web site that consumers actually become skeptical of any business that doesn’t have one.  Your Web site is your identity.  If having a Web site wasn’t enough for you to worry about, everyone is jumping into the expansive world of social media as well. 

The problem many businesses are facing with all of these new channels of communication is that you are now responsible for keeping everything current and on message.  You are responsible for making sure your Web site accurately represents your brand and is updated regularly.  The same goes for any social media your company is using.  Below are a few tips and questions for you to reflect on when assessing your current online practices.

  • Always update your content.  If you don’t keep up with your social network and Web sites, then how can the consumer keep up with you?  You absolutely have to update your media.  Nobody wants to visit your site and get information from 2006! (Unless it’s archived…)
  • What are my goals?  If you have been neglecting your online media, maybe it’s time to revisit what it was that inspired you to do it to begin with.  Start by asking yourself what your goals are for it.  If it’s a Web site, decide what your main goal is.  The same goes for any social media you are using.  If you have a Facebook page (which I recommend to anyone), what is your main goal for it?  You may find that you are neglecting it because it does not have any value for your business.
  • Don’t have enough time?   Not having enough time is a good thing!  It means business is healthy and you are preoccupied with more important matters. If you don’t have time to keep up with your media, but don’t want to abandon it, then it’s time to hire a professional to do it for you.

 Everybody knows you only get one chance at first impressions, and your Web site is often what does this for you.  If you are going to do something, it is important to do it right. 

 I am reminded of a potential client I recently spoke with who came to me for some simple design work.  During the process, we discussed their Web site, which was, for the lack of a better word, worthless.  They explained that they were “old fashioned” and really didn’t want a Web site anyway.  My advice to them was to take it down. 

 That piece of advice can be applied to a lot of situations.  Simply put, if you are not going to place any value in your media, take it down.  It is better to not have it, then for it to create a bad impression.   Remember, if consumers are making an effort to communicate with you, it’s in your best interest to put your best foot forward.