Characteristics of an Obsolete Social Channel


Part of entering into new client partnerships at Social Factor is auditing a client’s current digital presence. We’re sharing some insights we’ve found from our experience with these digital audits and reviewing social media accounts.


Our review process involves analyzing how successful social channels are at bringing ROI on a client’s time and resources. Part of that is analyzing the type and the cadence of content being shared. We also look to see if and how the audience is responding to the content. A critical aspect for a social channel is an established tone, look and feel, and a recurring call-to-action that speaks to the audience. That’s a peek behind the curtain at the process we use when auditing social channels.



Now, one of the things we commonly find with clients without an up-to-date digital strategy is that they have rushed into many, if not all, of the many social media platforms available. They start off trying to post to everything and quickly burn out all their time and resources, and eventually some of their brand’s social channels begin to fall by the wayside.


When you have too many social channels or channels that aren’t being updated and moderated regularly, you confuse your audience. If someone tries to find your brand but finds an unattended page or feed, they’re more likely to move on down the line in their search for a brand that is actively engaging with their audience.


This leads us to the 3 D’s of social media resource allocation, which is how we determine if a channel is worth bringing along for the digital journey.


1. Dormant

If a channel is not consistently sending out useful and interesting information to your audience, then that channel isn’t working for your brand. You need a consistent content strategy in place to make sure your social channel is creating value for you.


2. Dated

Another common theme with social channels is that they’re created for a one off event or limited time initiative that is no longer relevant to the brand. The channel may no longer be needed for what your brand is trying to accomplish online.


3. Detrimental 

If your channel is dormant or dated, then it’s going to be detrimental to your audience. When someone visits your social channel, they’re looking for something. Whether it’s current information, social proof of your brand or crowdsourced positive validation of a product or service. If they don’t find what they’re looking for, then you’ve lost your chance at establishing a new customer. 


The final D at the end of this process is delete. If one of your brand’s channels checks all of these boxes, then it’s probably time to merge, deactivate or consider deleting it altogether. If a channel is dormant but still relevant, then you need to put a digital strategy in place to get that channel back up and running for your audience. Social media isn’t something you can set up and walk away from. It really does require consistent, if not constant, attention.

If you need help developing a solid strategy for your social content, this is where Social Factor can help. We’d love to sit down with you and create a game plan that helps drive your brand’s success.