It’s important to know more than just what social media management means, whether you do it yourself or with the help of a digital marketing agency or a set of tools.
So, this guide to managing social media tells you everything you need to know.
What is social media management?
Managing your online presence on social media sites is what social media management is all about. It involves making content for social media sites like Facebook, Instagram, and Twitter, posting it, and then analyzing it. It also involves interacting with people on those sites.
Why is an effective social media management process important?
Now that you know what social media management is, let’s talk about why it’s important.
If you know how to use social media correctly, you can reach more people, make more money, and eventually grow your business.
Here are some more reasons why managing your social media marketing is a good idea:
Social media is a cheap way to market your business, no matter how much money you have to spend. You can join social networks, post content, answer comments, and do other things for free. Social media advertising is also a good way to reach your audience and get people to follow you online.
It boosts your brand awareness
You can connect with people all over the world on social media sites like Facebook and LinkedIn. You can also reach specific groups of people on social media sites like Pinterest. Regular ads and marketing can’t compare in terms of reach, price, or social. This is the reason why businesses need to manage their social media.
It allows you to reach users at critical points in their buying journey
Because there are so many kinds of social media marketing, you’ll have a lot of ways to reach your audience. When you include social media in your marketing plan, you can make sure that your campaigns are in line with how people actually behave.
For instance, 74% of people now use social media to decide what to buy. On top of that, 80% of people get shopping advice from social media.
It helps you drive more revenue
Both marketers and business owners agree that advertising and marketing on social media work well. Businesses can build their brand on social media and even get leads and make sales.
For example, nearly 45% of business-to-business (B2B) marketers have found a client on Facebook.
How to get started with managing your social media presence
You now know what social media management means and what it usually involves for businesses. Let’s learn where to start when it comes to managing your social media marketing campaign.
Check out these steps to ensure you start off on the right foot:
1. Audit your existing social media strategy
You should look over your current strategy to see what’s working and what’s not. You can look at your social media metrics to find trends, check out the social media pages of your competitors, and more.
2. Research your target audience
Social media is a great place to find people if you know who they are. Find your target audience by looking at information about people who visit your website, respond to your marketing campaigns, and buy from you. Then, you can reach them on the social media sites they like to use.
3. Choose your social media platforms
You can pick from many platforms, such as Facebook, Instagram, Twitter, TikTok, and many more.
For time reasons, making a profile for each platform can take a lot of time. Pick the platforms where your audience spends the most time.
4. Create your social media strategy
It’s now time to make your plan. Most of the time, you’ll focus on making a plan for each platform because Twitter, LinkedIn, Facebook, and other social media sites have different purposes and roles.
5. Design your social media profiles
Ensure that your social media platform reflects and represents your brand when you design it so that users can easily recognize your business.
6. Develop your social media ads
You might want to run ads on social media, but it depends on your budget and plan. With these targeted ads, you can make posts that will show up in the newsfeeds of people who are likely to be interested in your page, even if they aren’t following it yet.
7. Build your social media content calendar
To keep people interested in you on social media, you’ll need to keep your page active. You can stay organized by making a content calendar that lists what you will post and how often.
8. Create platform-specific content
The content itself will need to be made, as well as a content calendar. You can post videos, pictures, text-only posts, infographics, quizzes, and other types of content on social media site depending on the platform you use.
9. Respond to your social media followers
One of the things that many social media managers have to do every day is talk to your followers and commenters. There are things like direct messages, questions, comments on your posts, and more that you should answer.
This helps people know about your brand, gets more people involved, and gives you a chance to give great customer service, which builds trust and loyalty to your brand.
10. Grow your social reach
A big part of your management duties is also to get more people to follow you on social media. Connect with other brands and people who have a lot of followers to get your business and products seen by more people online.
11. Monitor your social media performance
Controlling your social media accounts means keeping an eye on how your efforts are doing. You should keep an eye on how well your ads and creative content are doing and look for patterns that can help you direct your future efforts.
Social media management tools
Software programs called social media management tools make it easier to do everyday things on social media. Social media management tools can help you or your social media manager get your daily social media tasks done faster.
Getting social media management software, whether it’s free or costs money, will help you:
If you’re worried about costs, you can start out with a lot of free options!
Here are some of the best tools for managing social media:
A paid tool, Buffer can help you manage social accounts, establish a posting schedule, schedule social media posts, and more. This is a great tool for managing content on social media. Plus, you can get it as a mobile app to make managing social media even easier.
Another paid social media management tool, Hootsuite lets you keep track of all your social media accounts, respond to comments and questions from users across all channels, and use analytics to see how well your social media strategy is working.
It’s a paid tool called CoSchedule that helps you manage your social media content more than your ads. You can plan your posts for social media, make content calendars, post blog posts, and more.
AgoraPulse is another paid tool that lets you schedule posts and share them again. It also has tracking tools for customer relationship management (CRM) and more.
Mention is another paid service that lets you keep track of when your brand is mentioned on different social media sites. With Mention, you can respond to these mentions from a single, easy-to-use dashboard.
6. Sprout Social
Like many of the other tools on this list, Sprout Social lets you schedule your posts. It also lets you do social monitoring, manage your direct messages, and look at how well your posts are doing.
You can get TweetDeck for free, but it only works with Twitter. As well as letting you schedule tweets, it gives you a dashboard to manage your mentions and notifications.
How to find and reach your target audience on social media
To make social media posts that connect with your audience and get them to buy from your business, you need to know who they are.
To get the best return on investment (ROI), you want to reach the people who are most likely to buy your goods or use your services.
To handle social media audience personas, do these things:
1. Analyze existing audience data
The best place to start getting to know your audience is with the data you already have. If you have website analytics tools, like Google Analytics, use them to find out more about the people who visit your site. You can see information about their gender, age, where they live, and more.
2. Look at existing customer information
You can look at past and present purchases to find out who your customers are, where they live, and what products or services they are most interested in.
3. Develop audience personas
After that, you can use this information to make personas for your audience. You might find that a lot of your customers are around the same age and live in the same city. Then you can make social media posts for this persona that are related to what they like.
How to manage social media content creation
Making content is an important part of managing your social media marketing. You can’t connect with people on social media if you don’t have content.
But it can be hard and take a lot of time to make a lot of content for different social media sites.
Here’s an easy way to keep track of the content you’re posting on social media:
1. Determine how often you want to post
It’s important to post on social media often to keep people thinking about your brand and keep them interested. On most sites, you should post every day at least once.
2. Generate content ideas
Use the personas you made for your social media audience in the last section to come up with ideas for content. Videos, pictures, user-generated content, text-only posts, and other types of content can all be made for social media.
3. Create a content calendar
Make a calendar to keep your content in order. Write down what you’re going to post when and how it will look. You can also plan your posts ahead of time with a social media tool like Hootsuite.
4. Monitor and report on content performance
Make sure you keep an eye on your engagement metrics to find out what content your audience likes the most. Which posts got the most comments or likes? Then, use this information to make more of that kind of content in the future so that more people will interact with it.
How to manage social media listening
Listening to what people say about your brand on social media is called social media listening. It lets you know how people feel about your business and helps you answer any questions or address any concerns that potential customers may have.
Sprout Social and Buffer are just two examples of social listening tools that can make it easy to keep an eye on when people talk about your brand.
To handle social media listening, you can also do these things:
1. Choose the right keywords
Your keywords are the words or phrases that you want to keep an eye on as they are used on social media. You can use your tool or go to the social media site itself to look for these words. You can search for keywords like your company name, topics related to your business, mentions of your goods or services, and more.
2. Monitor your mentions
Once you’ve chosen your keywords, look at the posts and comments that other people have made that use those keywords. There are tools that can keep track of these mentions for you if you have one. Read these mentions to find out how people feel about your brand and what they say about your business. This will help you figure out what you can do to make things better.
3. Respond to mentions
Respond to people who talk about your brand, products, or services to keep in touch. You can answer their questions about your business, help them with a problem, or promote your goods or services if they talk about things that are related to your business or products.
How to manage paid social media ads
You might want to make an advertising plan for your business, depending on your budget and your goals. Ads on social media are necessary if you want to get more real followers, get people to interact with your content, and make more sales and money.
How platforms, like Snapchat and Facebook, handle ads is different. They have different types of ads and different aims. For example, on Facebook, you can make ads to raise awareness of your brand, get leads, get people to visit your store, and more.
The social media manager for your business will also look at the following ad features:
All of these are very important factors that affect how well your ads do. Even if you make a great ad with a strong call to action, you won’t get the results you want if you send it to the wrong people.
Here are some tips to help you manage your social media ads:
1. Determine your budget
Plan how much you’re going to spend on ads first. You can pay for your ads on social media sites in a lot of different ways, such as by getting paid every time someone sees or clicks on your ad.
2. Choose your ad type
After that, you can pick the kind of ad you want to make. You can make an ad with a video, a carousel of pictures showing off your products, or just text.
3. Select your audience targeting options
With audience targeting, you can make sure that your ads only show up for people who are most likely to buy something. Users can be targeted based on their age, where they live, what they do for a living, and other factors.
4. Monitor the performance of your ads
Finally, make sure you keep a close eye on how your ad campaigns are doing. Metrics like impressions, clicks, and conversions can help you figure out how well your ads are doing and make changes to get better results next time.
How to manage social media monitoring and reporting
To have a successful social media marketing campaign, you need to keep tweaking your plan to get the best results. To do that, you need to keep an eye on your results and report on them so you know how well your campaign is doing.
Here are some tips to help you keep up with your social media reporting:
1. Define your social media report
It’s important to keep your reports in order. When it’s time to look at the results, putting a bunch of random metrics into a spreadsheet won’t do.
First, you need to describe your report. This is what you should ask yourself:
Who is this report for?
What is the timeframe for this report?
What do I want to learn from this report?
Also, make sure your report is well-organized. For instance, you could make a section of your report just for the results of your social media ads and another section just for your content.
2. Choose the right metrics
The next thing you need to do is pick the right metrics for your report. Think about the goals of your social media campaign and what you want to learn from the report. This will help you choose which metrics to track.
You can include a number of metrics and insights in your report, such as
Audience interests and behaviors
Follows and likes
3. Analyze your results
You can finally put together your report and look at the results now that you’ve chosen which metrics to track.
Check your data for any patterns. That is, you might find that all of your best-performing posts are videos or that your carousel ads get the most clicks.
Then, you can use what you’ve learned to make your social media campaign better going forward. For example, you could post more video content and carousel ads to get more clicks and engagement for your business.
Looking for a social media management agency?
Having learned what “social media management” means, you may be ready to begin your campaign.
1Solutions can assist with that. Our team of social media experts makes us a top social media management company.