Process and organization
Social media management can be overwhelming. It can take up most of your time and effort, and you might lose sight of your priorities.
In an April 2022 report from Kepios, 58.7% of the global population or 4.65 billion people are on social media. These users spend an average of two and a half hours of their day scrolling through their feeds and interacting with content. In 2021, 91.9% of large US companies are expected to use social media to market their brand. No wonder it’s a perfect touchpoint to use that guarantees reaching a wide range of audiences. But when not done right, it can be a waste of your company’s most precious resources. Enter social media management.
Social media management is the creation and distribution of content using different online channels to create brand awareness, establish reputation and increase conversion. It comes with analyzing audiences and developing strategies tailored to your business goals. It is an important part of your overall digital marketing strategy and plays a big role in the success of your brand.
Social media management can be overwhelming especially if you’re working with a new brand. It can take up most of your time and effort, and you might lose sight of some of your priorities. The need to strike a balance between efficiency and quality will be difficult to achieve, but not impossible. Here are six things you can do to make the most out of your time as a social media manager:
There are quite a number of social media platforms available at your disposal. However, this does not mean that your brand should be in all of them. Narrow down the ones that suit your business best to ensure that you are reaching the right eyeballs.
Start by identifying your target audience. Where does your target market usually go to? If your targets are millennials you might want to consider focusing your efforts on Facebook and Instagram. For much younger audiences like Gen Zs, TikTok might be a good platform to introduce your brand. If your market is made up mostly of working professionals, LinkedIn would be your best bet.
You can also check your competitor and create an analysis about the platforms they are using, their best practices and how engaged their audiences are in each channel. Consider your social media marketing goals and the type of content you plan to share. Once you’ve identified the best channels to use, don’t forget to research how each of them is used effectively to communicate to each type of audience and maximize reach.
Defining your brand identity is essential to creating a solid social media presence for your business. A consistent tone and design layout will not only make it easier for your posts to properly represent your brand but also takes away the guesswork when it comes to creating content for your pages.
Establish your brand voice on social media by identifying your key message and tone. Create a guideline for your word choice, tonality and language. Take into account the market that you are targeting and try to describe your brand voice in three words. Come up with a description for each of these adjectives and from there, you can formulate the dos and don’ts when writing for your brand. This will serve as a guide when writing copies for posts, captions, or even auto-reply templates for your community managers.
A visual identity guideline will make it easier for you and your team to understand and properly communicate your brand through visual content. It should contain your logo usage guidelines, color palette, iconography and graphic style, typography guideline and templates. This way, in-house and contributing designers know how they can play around with their creative materials without compromising your brand identity.
Once your visual identity and brand voice have been properly laid out, it would be easier to create materials for your posts that are cohesive and tell your story well.
Keeping a social media calendar is a tried and proven way to plan and organize upcoming content. With this at hand, you come prepared with content for the foreseeable future to help lessen the risk of missing crucial posting dates and ensure that you have a well-thought-out content mix for your page.
When creating a social media calendar, make sure to audit first your social network and content. Make use of analytics to identify the time and days your audience are most present on your chosen platform to maximize reach. Use the 80-20 rule when it comes to your content mix. This means 80% of your posts should be informative and educational while the remaining 20% are dedicated to sales and conversion. This way, you can keep your audience engaged enough to scroll through and read your more sales-aggressive content.
Once you’ve identified the times, dates and posts for your calendar, lay it down on a spreadsheet, calendar or dashboard for the rest of the team and your stakeholders to see or review. Dedicate specific days to do sanity checks to tweak, proofread and reschedule posts as needed. You may also check for opportunities to strengthen your messaging across all your channels.
Repetitive tasks can be a waste of time but that doesn’t mean that they aren’t as important. Automation can optimize social interactions by means of tools that can help reduce the time and effort spent in growing your brand. With automation, you can do the following:
Trying to do everything on your own may not be the best thing for both you and your brand. Outsource the work to save you time and avoid added burden from tasks that you’re not the best at. If no one in your team is an expert on copywriting, design, or community management, putting these tasks in the hands of an outsourced specialist will help free up your workload. If your business is new or if you’re exploring the idea of reintroducing yourself to the market, getting a trusted rebranding agency can help while you focus on bigger goals.
Through outsourcing, you can experience getting expert insights and get more scalability, target specific outcomes that are in line with your goals and improve your relationship with your audience. Get all these without needing to put on extra man hours.
Tools can be your best friends when it comes to social media management. There is a plethora of choices available online both for free and for a subscription. Here are a few kinds of tools that you can use:
You may choose to get one of each of the tools mentioned or you can maximize your time and budget by going for powerful all-in-one platforms like Iconosquare. Analyze data, optimize social media management, and schedule content using only one convenient platform to help lessen the hassle of jumping from one to the other.
Social media management is no easy task. Once you get the hang of it and have come up with a system that works, it’s much easier to work on your targets. It is important that you maximize the resources that you have and find the right tools that will help you become an effective social media manager. Try these tips and save yourself some time so you can focus on more important business goals or even on yourself.
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