But too much of this thinking can draw your focus away from the small stuff.
If you think of social media as a car that’s moving your brand forward, it’s the small stuff that serves as the fuel: daily page maintenance, individual interactions, and the actual content that you offer.
It’s common—especially with the changes brought on by the shift to Facebook Timeline—to get bogged down in overarching strategy. But if these aspects of day-to-day community management fall by the wayside, your car (and your brand) will stall.
So here are a few examples of commonly overlooked social media aspects to help you avoid this type of neglect:
Scour your photos
Social media managers can take a lesson from the folks at Lay’s potato chips: Check your photo collection on your Facebook page regularly. Just because you deleted an inappropriate photo from your page doesn’t mean that it’s gone from your photo section—and literally anyone can tag your brand in their photo and have it show up in your photo section.
Lay’s found this out the hard way when Social Media News Today—specifically “Barry from the Social Media Agency”—took the brand to task in a YouTube video for not cleaning up its spam: