Change Is Constant: Tweaking Your Online Presence

“Wait five minutes, and things will change.”

We’ve all heard that old saw when it comes to the weather. (When I lived in Central New York, it usually meant snow.) When creating and distributing content, this is good news.

Dog's fur blowing in the windLet’s face it. We work really hard to create content. We put it out there and feel proud of what we have accomplished.

Then reality strikes. Things aren’t working out quite the way we expected them to. Now what?

Change, we need to change things.

Adaptability is not only important in the modern electronic age, it is imperative. Luckily, it’s also a lot easier than it has ever been before.

Think about it. Fifty years ago, if you came up with a marketing campaign, it involved a lot of printing. It might even mean radio and television advertising. This took a long time. Once things got started, it was tough – and very expensive – to change.

Today, we can change our message in a snap. Even photos and videos can go from idea to published product in a matter of minutes.

But we have to be careful. We shouldn’t just change things for change’s sake. As with everything, we need to have a reason and some sort of plan.

  • Start with a goal in mind. What is it you are trying to accomplish?
  • Decide what criteria mean success.
  • Have patience. Some things take longer and need some time to get established.
  • Analyze why the current method isn’t working.
  • Develop alternative methods that might work better.
  • Implement the best alternatives.
  • Evaluate whether the change is working.
  • Start the process over.

Even if we’re satisfied with the way things are going, we still need a periodic assessment. A quarterly review of your online presence is always a good idea.

Don’t be afraid to revise what you have online. Most of the time it’s not a major overhaul; often it’s just some judicious maintenance.

Next Week: The series ends with Ways to Nurture Your Online Presence.


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