The cost of silence for your business: how can no social media presence affect reputation

Written by Kristin Kudeva

You’ve done the first step – you’ve set up accounts on Facebook, Instagram, LinkedIn, X and maybe even TikTok. It was right after that webinar on the importance of social media for businesses. But let’s be honest – have you actually posted anything since?

Between managing customer demands, growing your business and navigating accounting headaches, social media often ends up at the bottom of the to-do list. We get it. There are only so many hours in a day. You might even tell yourself, “It’s fine. My customers already know me.”

But here’s the hard truth: silence on social media could be costing you more than you realise. In today’s world, your audience doesn’t just expect you to have a presence – they expect it to be active, engaging and reflective of your brand. Leaving your accounts dormant or randomly posting whenever you feel like it can tarnish your credibility and hurt your business’s reputation in ways you never imagined.

So, what’s the true cost of a poor social media presence? And how can you ensure your silence doesn’t damage your brand’s reputation? Let’s dive in and uncover the impact – and solutions – you need to know.

Why social media activity is crucial for businesses.

With over 4.62 billion active users worldwide, social media is where your customers are spending their time. Platforms like Facebook, Instagram and TikTok aren’t just about entertainment – they’re hubs where people research, engage and form opinions about brands, even if they don’t actually realise it at the time. In fact, a whopping 76% of consumers admit to checking out a brand’s social media before deciding whether to buy from them.

Now, imagine what happens when new customers land on your profile and see… nothing. A silent page, no recent posts or sporadic activity can make them wonder “Is this business even still around?”. Or worse, your inactivity could be sending customers straight into the arms of your more dynamic, more visible, more accessible competitors.

A common misconception is that simply having social media accounts is enough for a strong online presence. However, staying active on social media isn’t just a nice-to-have – it’s essential for building trust, showcasing your brand’s strengths and reassuring customers that you’re open for business.

How an inactive social media presence can hurt your reputation.

Missed branding opportunities.

Each post you skip is a missed opportunity to share your story and build your brand. Social media isn’t just a key digital marketing tool—it’s your stage to communicate your values, celebrate customer success and build a community. Take GoPro, for example. They’re a brand that’s turned social media into a storytelling powerhouse. Instead of just pushing products, GoPro shares user-generated content to showcase real-life action shots and extreme sports moments. These visuals perfectly capture their adventurous spirit and resonate deeply with their audience. By letting their community help tell the story, they build a brand experience that goes far beyond just a camera. So, is it time to think about how can you get your customers involved in telling your brand’s story?

Weaker customer relationships.

Social media isn’t a one-way street – it’s a two-way dialogue. When you’re silent, you miss the chance to answer questions, resolve complaints or even thank your loyal customers. Over time, this lack of interaction can create a disconnect, leaving customers feeling undervalued. A great example of a brand that has mastered the art of engaging with customers on social media is Netflix. Through social channels like X, Netflix not only promotes its content but actively engages with its audience. The brand is known for replying to fans’ comments, sharing memes and even participating in trending conversations in a way that feels genuine and personal. Netflix’s social media accounts often act as a space for fans to voice their opinions, share both positive and negative reviews, and spark discussions about favourite shows or characters. This type of engagement goes way beyond simple customer service; it helps build trust and loyalty. When customers feel heard and valued, they’re more likely to stay loyal to your brand and spread positive word-of-mouth. So, here’s the question for your business: how can you use your social media channels to spark meaningful conversations with your customers, respond quickly to consumers online and build trust? It might just inspire ideas for content that directly benefits your target audience.

Fewer insights into customer preferences.

Social media is a valuable tool for understanding customer behaviour and preferences. If you’re inactive, you’re missing out on the opportunity to gather this invaluable feedback that can influence your product or service offerings. According to Hootsuite, brands that are active on social media receive valuable feedback and direct interaction that help them better cater to their customers’ needs.

Take Starbucks as a prime example. The brand has developed multiple channels where customers can provide feedback, such as the My Starbucks Idea platform. This allows customers to suggest new products, share ideas for store improvements and offer thoughts on customer service. With this approach, Starbucks has been able to introduce popular innovations, including mobile ordering, new drink flavours and sustainable packaging options – all of which came from direct customer input.

Do you have a system in place to gather this kind of valuable input? If not, social media could be your most effective starting point. Even a simple poll or open-ended question on an Insta story can provide actionable insights for your brand.

Reduced discoverability.

Inactive accounts don’t just get penalised in social media algorithms – they can also impact your wider digital footprint. Social signals (like shares, comments and mentions) contribute to your SEO rankings. If you’re staying quiet, you’re not only fading from the social media radar but also reducing your chances of showing up on Google when potential customers search for businesses like yours. This, in turn, could affect your overall website traffic, leading to a decline across the board. Can your digital marketing strategy risk it?

Difficulty in regaining momentum.

Once you fall off the radar, getting back into the game is a challenge. Social media platforms favour consistency, so if you’ve fallen off the horse and your channels are pretty inactive, it takes much more time, effort and budget to rebuild your engagement levels and improve brand perception.

Ways to revitalise your social media marketing.

If your social media accounts have been gathering dust, don’t worry – getting back on track doesn’t have to be overwhelming. Here are some straightforward strategies to help you get started:

1. Start by amplifying your channels

If you’re feeling overwhelmed by trying to maintain a strong social media presence across multiple platforms, you’re not alone. Many small business owners spread themselves thin by trying to be everywhere, only to end up neglecting their channels. The first step in revitalising your social media is to take a step back and assess where your customers actually are. By narrowing your direction, you’ll be able to make things more manageable, and more effective. Sure, a TikTok profile would be great – but do you have the time to get creative with content ideas? And are your customers even on there in the first place? Focus on the platforms where you see the most engagement or where your target audience is most active

2. Launch a "Back in Action" campaign

Announce your brand’s return with a creative, low-effort campaign that engages your audience. You could host a simple giveaway or offer an exclusive discount for your followers to show appreciation for their patience. This doesn’t have to be time-consuming – just make sure to craft a compelling message that highlights your refreshed focus and the exciting things to come.

3. Tap into user-generated content (UGC)

One of the easiest ways to produce content without much effort is to repost photos, reviews or testimonials from your loyal customers. UGC not only adds credibility but also strengthens the community around your brand. All you need to do is ask your customers to share their experiences and give you permission to repost. It’s a quick win that connects you with your audience while saving you time.

4. Collaborate with influencers

Micro-influencers in your niche can help breathe life into your social media without you needing to manage every detail. Influencers are experienced in developing engaging and positive content that’ll resonate with your followers, and their involvement can introduce your brand to a whole new group of people online. Look for influencers who share your values, and let them handle the content creation while you get back to core business operations.

5. Hire an agency

If the thought of constantly creating content and posting on social media is overwhelming, consider hiring an agency like Scoot to take care of it for you. With a professional team handling your social media marketing, you can rest easy knowing that your brand’s digital presence will remain alive and engaging while you take care of the day-to-day operations of your business. An agency can also help you strategise, monitor performance and optimise content to ensure that your social channels are working hard for you. This way, you get the best of both worlds – a strong social media presence without the stress.

Final thoughts.

Your social media presence is crucial for your brand’s reputation and business growth – an inactive profile can hurt customer relationships, reduce your visibility and harm your reputation.

But it’s never too late to change things around. Start by focusing on the right platforms, engaging with your audience, or even partnering with an agency like ours to handle your social media strategy.

Ready to bring your brand’s voice back to life? Contact us today and we’ll help you create a social media strategy that works for you.

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