When changing social media profiles, do it right to maintain that hard-earned traction.
Are you thinking about rebranding your professional social media identity? There are many reasons for doing so, but the process entails more than just switching names. The last thing you want is to lose followers, decrease momentum, or confuse your audience. Plan and strategize wisely with these quick and critical tips to ensure you retain your hard-earned social media presence.
The last thing you want is to lose followers, decrease momentum, or confuse your audience. Plan and strategize wisely.”
Reasons to Consider a Social Media Rebrand
There are numerous scenarios that may call for you to change your professional social media handle or identity.
- Are you renaming or rebranding your company?
It can be difficult for your followers to find you if your social media handle doesn’t reflect, or no longer represents, your business or identity. One of my clients wanted to change the name of her spa to something more easily pronounceable, so it was necessary for her to rebrand her professional social media to reflect the spa’s new and improved name.
- Do you have a different social media identity for various accounts?
This can be confusing for your fans, and lend a less-than-polished professional marketing impression. For example, the fictional Acme Corporation may have @acmecorp on Facebook, but @acmeco on Twitter, @acmecorporation on Instagram, and @acmeroadrunner on LinkedIn. Better to secure, if possible, one identity that can be utilized globally across all platforms, such as the fictional @acmecorporation.
- Did you initially secure a social media handle that differs from your corporate identity?
This happens when your brand’s handle had already been claimed and you are forced to choose an alternate handle; or simply when we are not aware of the need to be crystal clear and consistent when choosing a social media identity.
If any of these scenarios apply, it might make sense to take the plunge with a social media rebrand. But changing professional SM handles can be troublesome, and it’s important to avoid losing the online traction and credibility you’ve worked diligently to achieve. So take precautions to avoid disruption for your customers, followers, and business identity.
Preparing for Your Social Media Rebrand
Plan, communicate, update.
Ready to dive into rebranding your social media? Review and implement these simple strategies:
- Plan for it:
Plan early, and plan thoroughly. While there may not be an optimum time to rebrand social media, don’t be impetuous, don’t fast-track the process, and don’t skip the necessary steps. Develop a checklist action plan mapping out your strategy, identify the social media handles you will be adopting, and create a realistic timeline for rolling out the changes.
- Communicate the changes in advance:
Communicate early and often. It’s vital you provide details about these upcoming social media changes with your clients, followers, and audience. Tweet, post, publish, and email frequently and at varied intervals about the forthcoming changes. Be clear about when the changes will become effective; what the new handles will be; and how to find you accordingly.
- Update all content and material:
This includes all online (web) and offline (print) collateral.
- For online electronic elements, your website, email signature, and any other linked accounts that incorporate your old social media URLs will need to be corrected. Enlist your website designer and/or marketing consultant to update your site and linked accounts with the new social media information, and have your marketing or IT department update your email signature. Be sure to communicate the timing with all team members throughout this process.
- For any hard-copy print collateral that display your soon-to-be-outdated social media handles – such as brochures, business cards, stationery, posters, or even event signage – contact your graphic designer or printer to make the changes so all elements are accurately revised and ready for your next round of reprints.
Putting These Social Media Rebranding Strategies to Use
Now that you’re armed with the knowledge and considerations of changing your social media handle, and understand a few essential guidelines for executing the process, it’s time to put it into action.
Share your results
Have you implemented a new social media identity?
How did the process work for you? Was it a smooth transition, or did you experience bumps along the way, such as a decrease in followers, loss of social media traction, dead links, or other frustrations? Or, hopefully, was it a successful exercise wherein you maintained or exceeded your social media goals?
Share your results with Fat Cat Design and we’ll post them here.