If you manage your business's social media, you probably know this feeling: You're about to hit 'post,' but something in your mind says, "Wait, is this right for right now?"
Whether it's a neighborhood event, a state-wide issue, or even a change in what's trending, there are moments when slowing down to reassess your content is the best thing you can do. It's a lot like being the last line of defense—once you hit that button, the content is out there (note: that doesn't mean it has to stay out there, but you get the idea). So, how do you make sure you're posting with sensitivity? Let's chat about when to pivot, why it matters, and how to do it thoughtfully.
It's easy to feel the pressure to keep up with the fast pace of social media. After all, the content calendar is set, posts are scheduled, and you've got to stay relevant, right? Well, yes and no. Yes, consistency is critical, but it's just as important to slow down, take a step back, and ask yourself if it's the right time to post that content.
Maybe a local event has affected your community, an important news event has occurred, or even an on-trend video you planned for next week is no longer trending and instead being mocked online. These are the moments when you need to pause, rethink, and sometimes pivot.
Being the last line of defense means you're responsible for protecting your brand's reputation. For busy business owners, consider working with a social media manager who can help you monitor these nuances.
Here's a step-by-step approach to help you decide when to make a change:
Stay in the Loop:Know what's happening in your community, the news, and social media. Follow local news, pay attention to trending topics, and check in on the platforms you're posting to. It doesn't take long for something to go from relevant to entirely off-base.
Check Your Scheduled Content:Ask yourself before any content goes live: Does this still feel appropriate? Things can change fast—what felt on-point last week might now seem irrelevant or out of touch. It's better to take a few minutes to review upcoming posts than risk appearing disconnected from your audience.
Assess the Situation:
Slowing down to ask yourself these questions can save you from putting out a post that doesn't do what you intended. Ask yourself:
Decide to Pause or Pivot:
Sometimes, the best move is to hit the pause button. And that's okay. You may reuse the content another time, or it may not be published at all. If the content can't be reused or repurposed, it doesn't mean you wasted time creating it. Instead, it speaks volumes about your flexibility and willingness to listen to your audience and the community around you.
Have Conversations with Your Team (or Yourself!):
If you're posting for your business or have a social media manager, consider setting up regular check-ins to review the content calendar and ensure it's still relevant. Make sure you also agree on a plan for when your content approach needs to pivot.
If your content feels out of touch, it can do more harm than good. And the judge of this isn't just you; it's your audience and your community. Your business is part of the community, and a responsible owner is engaged in what impacts community members. Ask yourself what kind of brand you want to portray.
You're the last line of defense, so take a deep breath, slow down, and make sure your content resonates with your audience and the world around them. Whether it's pivoting to address a serious event or adjusting a post to reflect what's trending, thoughtful content wins every time.
Chat soon!
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