Send out a tweet, post a status update, upload a photo to Instagram, and your social media efforts for the day are done, right? WRONG. If you think social media involves simply creating posts for your social accounts, I’m sorry to tell you, but that’s a lie.
Effective social media management involves a whole lot more than just creating a tweet or uploading a photo to Instagram. Here are a few of the things a social media manager will do to increase brand awareness, build relationships, and sell more of your product or service.
1. Create a social media strategy
For social media to be successful, you need a direction, you need goals, and you need to know how you’re going to achieve them. A good social media manager (hint: me! :)) will develop a clear strategy that will:
- Outline the goal(s) of your business’ social media
- List the platforms used
- Identify your target audience
- Clarify the type of content that will be posted and how often
- Define what your tone/voice on social media will be
- Plan how to respond to negative comments
- Explain how content will be created or sourced
- Implementation and logistics
2. Develop relevant content
Let’s face it, coming up with interesting content can sometimes be the biggest challenge of all when it comes to social media. A social media manager will help to develop content for your accounts. They can also develop content for your website in the form of blogs (this is also a service I offer!) Blogs are great to share on social media and also are good for your Search Engine Optimization (SEO), which helps you rank higher on search engines. A social media manager will also create graphics for you that will help to increase engagement on your posts. Finally, a social media manager will source relevant industry content to share with your target audience.
3. Create an editorial calendar and schedule your posts
A social media manager will create an editorial calendar of content they plan to post to ensure your business accounts are being updated consistently. This is helpful for the client, as it allows them to see everything that is planned in advance. Frequent social media posting not only increases brand awareness, it helps to build relationships with your target audience, which could lead to sales down the line.
Along with the editorial calendar comes scheduling the posts. This ensures that the posts are being posted at optimal times (based on your analytics), and going live when they are supposed to.
4. Maintain consistency
For social media to be successful, you need to be consistent in not only your posting, but also in your visuals. Your social media manager will ensure that all your social media profiles have a consistent look and use the same colour palette, logo and filters. They will also make the most of your social media bios and use this as an opportunity to describe what your business does in one or two sentences, while keeping this consistent as much as possible across all your social media accounts.
Social media isn’t just about your business and what you have to say. It’s the opportunity to build relationships with your target audience and create an online community. A social media manager focuses on being authentic, transparent, and engaging with your followers. In this day and age, consumers not only expect a response from a brand (70% do), 53% want a response within an hour, and 72% want a response if they’ve left a complaint (Sprout Social, 2016). In addition to responding to any comments you receive, your social media manager will also interact with other users’ profiles by liking, sharing and commenting on their photos and posts.
6. Keep up to date with social media trends
Social media is changing constantly. Not only are there new platforms coming out all the time, but the algorithms, features and best practices of some of the most popular platforms change frequently. It’s a lot for anyone to keep up with, but it’s a social media manager’s job to keep up with the latest trends and adjust your social media strategy accordingly.
7. Run social advertising campaigns
Recent stats show that organic traffic to your social media accounts has fallen drastically (for example, only 5% or less of your followers are seeing your Facebook posts). For this reason, it’s important to invest in social media advertising to ensure your target audience is seeing what you want them to see. A social media manager will know how to put together a targeted campaign to ensure your audience is not missing out on important information.
8. Provide metrics, evaluation and reporting
A monthly check-in is important to ensure your strategy is on track. A social media manager will prepare monthly analytics reports to see if goals are being met and to determine what is working and what isn’t. A typical report will include stats of each platform (followers, likes, shares, etc), top posts from the month, engagement and reach, incoming website traffic from social media, and demographics of your followers. Evaluation and reporting is key to see how your social media is performing and to make adjustments to your strategy as necessary.
As I hope you can see from this blog, posting on social media is just one component of social media management. If you’re struggling to manage all of the elements of social media yourself, I’d love to help. Book a free consultation call with me, where we can discuss what your goals are and how I can help you reach them.
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