What is social media management?
As the name itself suggests, managing social networks means monitoring what you do in each of these places in order to keep your profiles always in order to achieve your goal, which is typically to get more clients to your firm. The management of social networks is a set of daily actions that you develop in your media to promote not only your business, but mainly to bring users closer and retain them. These actions range from choosing the social network in which you will create a profile to analyzing the content to be published.
In other words: doing good social media management means understanding your target audience from the start and, mainly, the reason for interacting with people in a certain communication channel.
Why is it important to do good social media management?
The importance of good monitoring of your social networks is based on the fact that they are one of the main tools to interact with your audience. Likewise, it is also with them that you open a space for people to get to know your work better since, as we said, it is possible to turn them into a true showcase of your business. In any event, avoid turning your social media channels into a constant advertisement for your company because viewers may find that uninteresting. Ideally, you should give your followers 80% valuable content and only 20% about your product, brand or service.
Another benefit of using many social networks is that you can communicate with customers through a variety of channels. This can help with communication, especially if you run a digital business, as it humanizes and fosters greater empathy between customers and your brand. Finally, the main advantage is that you make yourself known. An active business profile on social media allows people who have never heard of your business to learn about it, interact with you and, who knows, even become your customers.
Phew! But with so many networks available, you may be wondering:
Is it possible to create so many profiles and be not only active in all of them, but mainly interact with all users? Surely organizing so many channels can become an arduous task, much more so if there is no planning! But for that there is social media management, which allows you to communicate with your potential customers in the channels you want.
How to manage your social networks?
So far you already know that it is very important to interact with your audience and that they are on different social networks. In addition, you already know that it is worth being present in different media to be able to communicate better with those who search for your products. From now on we are going to help you understand how social media management can be done from planning to practice.
1. Know your audience well
Before even choosing which communication channel to create a profile on, you need to thoroughly research who your potential client is in order to be active where those people are. For that you need to have well defined, from the beginning, who your buyer person is, that is, the public to whom you will speak. Try to understand their purchasing habits, their personal tastes, their pains and, especially, which are the most used social networks by them. You likely have more than one buyer persona for your business, and that’s not a problem.
What you need to keep in mind is that you must be present where that audience is, so never start a strategy without first knowing clearly who you will target that action to. After knowing who you will talk to and understanding which networks you will use, it will not be enough to create a profile on each of them and believe that communication will flow easily. In truth, you need to develop a good promotion work in those channels, and that requires planning.
2. Select your main social networks
As we have already said at the beginning of this post, it is possible that your audience is in more than one social network, which does not mean that all the people who have Facebook have a LinkedIn profile, for example. The truth is that there are several social networks, and you can even know the channels that your audience uses by doing a search for buyer personas, but that does not mean that all people will be in all the networks that you have mapped at the same time. After all, each user has a different taste and that also applies to the choice of social networks that they will use.
For this reason, it is essential that you create profiles of your brand in all communication channels where your audience is in order to reach as many people as possible. Little by little you will notice if there is an urgent need to start being active on other networks as well. And for that… well, you have to try, and it will only be possible to see which is the best social network after you start using them… okay?
3. Have a goal
If you don’t have a goal for each of your social media pages, what good are they? Without a doubt, the use of one of the communication channels without a defined goal will not contribute to the growth of your business in the way you imagine! That is why we suggest you define goals in each social network and the need to understand what the best marketing strategies are for each medium.
Some goals you can have on social media are:
- Disseminate your brand/product/service.
- Interact and communicate better with your audience and potential customers.
- Educate your audience with quality content.
- Create a community of fans who will promote your business.
- Increase your sales.
- Create ads.
Regardless of the strategy you choose, always keep in mind that, to achieve good social media management, you need to define a common goal. So you can think of actions that complement not only your promotions in other communication channels, but also with the moment your company is experiencing.
The interesting thing about doing this planning is that you don’t need to focus on the same goal all the time. After creating your profiles on social networks and starting to promote your brand, it may seem interesting to change your goal, and you can do this at any time. The key is to always have some objective so that the actions are not in vain and have a direction.
4. Create relevant content
There is a lot of content on the Internet, and users have access to everything that is produced on a daily basis. That is why it is essential to find ways to stand out in order to attract the attention of those who follow you on social networks. In that sense, one of the key steps to create quality and relevant content is to understand well which are the best publication formats in each social network.
Let’s look at some examples:
On Facebook we advise you to display information related to your business, in addition to posting calls that lead to your blog texts, making calls to your videos and posting ads for your products. Instagram is a more visual social network, so don’t hesitate to take care of the photos and make stories, but try not to show your product all the time.
With a channel on YouTube, you can create videos that show solutions and explanations regarding small daily problems that have to do with your business and make collabs with other YouTubers to attract new audiences. Use LinkedIn to advertise possible vacancies in your business; create articles in the network itself to increase your authority in your niche and share your blog posts.
On Twitter you can create polls; make an interesting copy with few words that arouses the interest of people to learn about your business, etc. Regardless of the social network you choose, the following premise is key: create relevant content for your audience.
5. Schedule your posts
This is a valuable suggestion mainly for those who work alone. After having an editorial calendar, you can now schedule your publications on social networks, so you don’t forget anything.
In general, these media already have the option to automate the scheduling, which allows you to upload the posts you have prepared and advance the work of days, weeks and even months. However, if your chosen social network doesn’t have that option, you can put a weekly alert on your calendar to remind you when to upload your content.
6. Measure the results
Knowing how to measure the results is essential for you to understand if the management of social networks is generating any increase for your business. From that perspective, you have to go back to the goals defined at the beginning and analyze the metrics related to them to see if they paid off.
For example, if the initial objective was to sell more, then you should analyze the number of sales made in a month before using Facebook and the number of sales made in the month that the sales page was more publicized on Facebook. This way you will be able to see if said strategy has been really effective for the established objective. It is likely that the results will be different in each social network, and, with this, you will have to change the goals of each medium.
Let’s continue with the example of Facebook: you may notice that, instead of increasing your sales, you have obtained more leads, that is, potential customers. Actually, that can help you understand that the ideal type of content for your Facebook page is the one that educates your audience the most, and not the one that actually sells, which is what we talked about at the beginning of this post.
We advise you to keep your publications in an 80/20 average (80% of content that educates and only 20% that sells) and that you think of different posts to attract the attention of the users of that network. You can, for example, perform different actions on commemorative dates. Whatever the situation, continue to measure and examine all the data to determine which social media marketing tactics are most effective.
7. Use social media management tools
As we know that it is hard to monitor all social networks, a good option is to hire a management tool for those channels. Today there are several options on the market for those who can invest in this type of service. The 3 most used tools are Hootsuite, Scup and Social Oomph, but of course there are many others and you can choose the one that best suits your budget.
Basically, these tools are meant to document all your actions on social media. In addition to monitoring your media, they also manage to show, for example, the topics that are generating the most comments on the Internet, which allows you to use them in your profiles.
We know that the use of social network management tools is essential so that you can better plan your content in each medium and, mainly, achieve better results. Why? Simple… if you have a tool that captures all the data from social networks and documents it, then you will have more time to understand what each data means and plan your next actions for each medium. But don’t think that the tools will do all the work for you. For your social media management to be really effective, you will need to produce, create and optimize your own content.
8. Post regularly
You now have an understanding of your audience, the social media platforms they frequent most, and your material is fascinating, but if you don’t consistently publish. When managing social networks, this is a serious error. There’s no point in having everything planned out if you’re not constantly engaging with your audience on social media.
People like to know that they are important to you and one way to do that is by always creating relevant content. We are not saying here that you need to post something new every day, even because this can be difficult initially, especially if you work alone.
Our advice, in this case, is to create an editorial calendar and plan all the interactions on each social network. It is better that you have a calendar for each medium and, at the beginning, insert the days that you will publish in them.