In the previous post, I discussed how to begin dealing with dead or inactive social media profiles. I want to deal with the next inevitable step in that process in this post.

You’ve done an audit of your social media platforms and realized that one of them is no longer necessary to maintain, but this next step can be challenging.

It’s time to delete a social media profile.

I know. I know. You probably have soooo many reasons why you shouldn’t delete it.

  1. It’s already created and branded for my business. I should keep this asset.
  2. People say I should be on this platform because it’s important for my business.
  3. I got a lot of great leads from this platform in the past.
  4. Look at how many followers/fans/likes I already have. I can’t afford to lose that audience.

These are all great reasons, but if you can no longer find value in putting the time into using the platform, none of these reasons matter. In business, time is money. If it isn’t contributing to your bottom line, but it’s costing time, it’s not worth the money.

It’s interesting how we can become attached to things. I’ve had this issue myself. In fact, I was just doing my own social media audit and considering my Pinterest profile for the chopping block. In the process, I asked myself one main question: What is the main purpose of this profile/account?

When it comes to Pinterest, for me, I use it for personal reasons and to do image searches when I build content calendars. I don’t use it as a marketing tool for my business in any way. In fact, my Pinterest profile isn’t linked to any of my business platforms. And, I do use Pinterest, just not strategically. After that thought process, I decided that I will keep my Pinterest account but won’t try to convert it into a business platform.

But I have closed platforms in the past. Remember, Ning? It’s still around, but I had an account with Ning when it first launched in 2005. I think I signed up in early 2006. I saw the value in creating your own online community so I jumped in with both feet. However, after using it for several months, I realized that I didn’t want to put the work into building a community from scratch. Not enough people were using Ning to make it work for me. So I closed my profile, probably in late 2007 or 2008.

Now there were plenty of people who stuck with it and were killing it on Ning. But it didn’t work for me and my business goals. Rather than having a dead Ning profile, I chose to close it. I figured if I ever saw the value in coming back to it, I would just start from scratch.

So, I’m giving you permission to close those platforms that you aren’t going to use for your business, no matter who’s killing it in that space. Remember:

No platform is better than a dead or inactive one.