Building a social media presence has become more imperative in this highly world. From building meaningful connections to growing your audience, social networking platforms have the power to make brands and break barriers.
Over the past few years, brands and companies alike have grown their businesses exponentially thanks to the right social media marketing strategy. Between 15-second videos that have gone viral to microblogging, you can find just about everything in the market today.
This is why social media management is important. Learn more about this and how you can achieve your business goals with this in your hand in this article.
Social Media Management and How It Works
Social media management is the process of managing your social networking presence online. This process entails creating, scheduling, publishing, engaging, and analyzing the content you put out on various social media platforms.
The goal of social media management is to drive traffic to your website, and by extension, to convert sales. At the same time, it seeks to give companies an edge in connecting with their customers and foster brand loyalty and awareness.
Often, social media management relies on automation tools to make it more efficient for your needs as well as help you save some precious time in the process.
What Does Social Media Management Cover?
There are different types of management covered under this umbrella term of sorts, including but not limited to social media strategy, community management, team member management, and online reputation management, among others.
Social media managers take the helm in such projects. They take part in developing strategies as the voice of the brand, launching successful campaigns, producing content, responding to comments, and even reviewing the analytics, all of which are conducted to help the brand grow.
In addition to these aforementioned aspects, social media management also includes identifying the target audience and accounting for their interests and preferences as well as choosing the right social networking platforms for the company and their respective audiences.
Importance of Social Media Management
There are various benefits afforded by social media management to a brand or company. This is particularly vital for small businesses looking to grow their reach and audience since it has the capacity to build brand recognition from the get-go, setting your company apart from others in the same industry.
It’s also worth mentioning that social media management can establish your authority and trust in the field simply by regularly posting and creating content across varying platforms. Not only will this increase your social media presence, but this will also make it easier for customers to connect with you and what you have to offer.
With customers and audiences having a pathway to communicate with your brand, you can boost your customer support and provide a way for individuals to course their queries, comments, and feedback, as well as a means for your company to reply, both in a fast, easy, and convenient manner.
Social media management likewise lets you understand your customers and audience better, from their preferences, interests, where they’re coming from, and what they hope to get from your brand. Through regular posts, you can increase company sales and achieve your goals.
Content Creation for Social Media
Getting started with social media management can be quite overwhelming, especially if you don’t exactly know where to start. If you want to get started with social media management, here are some steps you might want to take note of.
If your brand already has a social media presence, making an audit of how it performs on the market and with your target audience is a great place to start. From accounting to all the social accounts, handles, and channels, you want to ensure that these align with one another to make it easier for your customers to find your business.
While you’re at it, looking at the performance of each social networking platform can be of help. Doing so lets you determine which posts have done well and how many people they have reached. You can likewise use the metrics to guide your social media planning and strategy.
Setting SMART goals allows you to better focus on attainable and focused objectives. Make sure that these are Smart, Measurable, Achievable, Relevant, and Timely. By taking these goals in mind, you can tailor-fit your social media management strategy based on what you want the results to be.
For example, if your goal is to grow a following, you want to be specific with the number of followers you want to have for a specific platform to make it more measurable as well. Give it a timeline so that you know when you’ll give your approach a review and if it is effective.
By extension, don’t forget to track these key performance indicators (KPIs). Checking social media tools or logging into your pages or profiles directly will inform you of any progress you have made and if you are on your way to reaching your goals.
There are tons of social networking platforms on the market today and these offer companies and brands particular advantages depending on their target demographics.
To gauge which channels offer your brand the most value, you should take into account the platforms that your audience prefers. One way you can determine this is by going over your demographic data and seeing what type of content performs on a particular platform.
For example, Twitter is the best for people who want to get breaking news. Meanwhile, Instagram has become the place for short-form videos that are downright engaging. Facebook, on the other hand, is used for various virtual events and reaches target audiences with ads, while LinkedIn is primarily for forging professional connections.
Bear in mind that the content and messaging you put out for every platform should be consistent with your brand and marketing strategy, all while accounting for your chosen channel and medium. This way, you can strike the perfect balance between what your brand stands for and what it has to offer, and, by extension, the emerging trends for each social media platform.
Remember that each social media network has its own algorithm and this tends to change over time. As such, learning how to adapt to these changes is crucial in order to achieve maximum success and drive audience engagement and brand recognition.
You must tailor your social media content for each platform and developing the right social media strategy for your brand’s needs and preferences is key to helping you drive this point home. Although you can post the same content, the smallest details matter – from the size of the pictures posted to the time of posting.
Besides learning the ins and outs of each social media networking platform, taking into consideration the audience, the brand’s voice and values, as well as the goals set out by the company.
Your social media management strategy should inform what you put into your editorial calendar. This gives you a more organized and granular approach to what you’re posting across particular platforms.
At the same time, this serves as a reference point for your team and the posts you have scheduled for the month. Some examples of what you can put into your editorial calendar include shared or sponsored content from a client, holiday greetings, and company announcements, to name a few.
Leveraging the aid of social media management tools and publishers like Hootsuite and Loomly likewise helps you schedule and plan social media posts well ahead of time. Through these, you can maximize user engagement and relevance, more so since many of these platforms provide information on the best time to post.
Posting regularly across social media channels may be enough to gain your audience’s attention, but this is simply not enough. There needs to be a human aspect in order to give your brand an edge and one way to establish this is by engaging and responding to users.
Replying to their comments and responding to their queries will add to your brand’s impressions and engagements. You can either do this manually or even have the option to automate such services, allowing you to be more efficient when it comes to responding.
These responses go a long way in increasing your reach. Apart from boosting brand awareness, your proactive and personalized stance will also increase your brand reputation and can influence customer loyalty and satisfaction.
Lastly, it’s important to monitor your social media management efforts. This way, you can see how successful your campaigns and advertisement are and if these are effective in having customers patronize your brand.
Social media analytics give you a detailed and better understanding of your performance for the different media channels you have. These data typically cover user activity, overall engagement, most engaging posts, promoted posts and the interactions they have generated, and the like.
Social media management is a crucial part of any brand that wants to stay relevant in this competitive market. With its power to put you on the map and establish your online presence, as well as build connections with people, this can help you focus on your goals and yield better ROI over time.