Social media management is part of a huge ecosystem of positive actions that businesses can take to leverage the online space. The goal of such actions depends on the business but they all tend to converge towards generating sales.
By understanding fully what social media management is you’ll be able to better leverage all the tools in front of you to generate more revenue for your marketing budget.
We often get asked “what is social media management” at SH1FT Digital. Most know social media channels such as Facebook or Instagram, but few know that these platforms can be leveraged to bring amazing results for your business.
As a business owner, understanding what social media management means can play a crucial role in succeeding. With such an understanding, you can reach more audiences, generate more sales and keep your customers loyal.
The goal of this article is to answer all the questions you might have around what social media management is. We’ll then tackle why social media management is really important for your business as well as what a social media management agency such as SH1FT can help you in getting better results.
What is Social Media Management?
Social media management is the art of creating, posting, promoting and optimizing your content across different social media channels. Here are a few channels you might be familiar with:
Social media management isn’t only about going inside the platform and making a post on your social media page. It’s about engaging with your audience, optimizing your results based on your data, improving your brand’s goodwill while improving your reach & visibility.
I’ve listed below many different tasks that you can do when it comes to social media management:
Selecting The Right Social Media
When it comes to social media platforms, not all of them are the best for your company. Most social media platforms are good for certain industries such as B2C vs B2B.
Here’s a list of the main social media channels as well as some useful information:
- Instagram: This social media is amazing for brands that have a visual aspect to their brand. For instance, fashion, art & luxury brands tend to be extremely active on social media because of their visual aspects. The audience is more geared towards females than males and the users tend to be on the younger side.
- Facebook: with over 1.6 billion active users, it’s one of the most used platform in the world. You can find people from remotely all age groups and genders. It’s a great social media platform to start with for any brand that is in the B2C segment and slowly the B2B segment.
- Linkedin: B2B brands generally find great success in leveraging Linkedin by targeting businesses from different industries. Since the platform is geared towards professionals, the content of B2B brands is generally seen by the right audience.
- Youtube: as the second largest search engine in the world, Youtube is an amazing social media platform for visibility. It allows your brand to create videos, publish them and engage with your audience efficiently. You can post as many videos as your brand wants while organizing them in playlists.
- Twitter: a platform to share your brand’s opinion and follow the news in very small formats called “tweets”. The great thing about Twitter is joining conversations about trending topics and getting your brand’s voice heard really quickly. With over 330 million active users, it’s a great place to start.
- Pinterest: last but not least, Pinterest is a great social media platform to reach women older than 25 years old. It’s where users can publish and create dashboards with pins they found elsewhere on the platform. You’ll find home improvements, crafts, fashion, fitness tips and much more. Like Instagram, the platform is geared towards brands that have a visual aspect.
Choosing the right social media channel can be daunting at first. It’s not an easy choice, but we are here to help if you have any questions!
The Bird’s Eye View Social Media Strategy
Putting in place a solid social media strategy is a key part of making sure you are spending your marketing budget in the places that will bring you back the most results. Once you’ve determined which social media channel fits your business’s needs, it’s time to figure out when you’ll want to post and the type of content you’ll choose.
The best place to start here is to look at your audience and answer a few routine questions:
- What does your audience seem to like the most right now? What’s trending?
- What are your competitor posting that seems to work well?
- How often are your competitor’s posting and does engagement seem good?
- What are your audience’s challenges and needs?
Once you’ve answered these questions, it’s time to develop your social media content strategy. You’ll want to not only know what content and how often you’ll post, but also how you’ll engage with your audience on a daily basis.
To make social media management work well, it’s key to put in consistent efforts. You’ll build up momentum in your audience that you don’t want to break. Here are a few questions you might want to consider when it comes to social media interactions:
- How do you plan on starting a conversation with your followers?
- How often will spend the time to answer people’s messages and comments?
- Do you plan on creating video’s once in a while?
- Do you plan on using social media hacks such giveaways or contests? If so, how will you organize it?
It might seem long to answer all these questions but they are very important to make sure everything runs smoothly.
Social Media Content Calendar
As I mentioned above, consistency is extremely important when we’re talking about social media management. It’s also important to keep in mind that every brand and audiences are different.
We can’t expect to try something that worked perfectly on one page to work perfectly on ours, but we can definitely optimize what we do.
The only thing we can truly control when it comes to social media management is what, when and how we post and interact with our audiences.
To remain consistent, we found no better way than having a solid social media content calendar with the content that needs to be posted the time where it needs to be posted.
To keep your customers engaged and increase your following on social media, it’s extremely important to post quality content. In fact, we would recommend against posting too frequently with bad content because it would greatly diminish your reach on social media.
Once you’ve understood the basics, it’s not time to create your social media calendar to keep your business on track with all that needs to be posted and your frequent interactions.
It’s important to personalize your social media content calendar to fit the needs of your business. You’ll often see which channels work the best and might decide to focus more on these channels based on your goals.
#1 – Creating & Publishing Social Media Content
Arguably the most important part of social media management remains creating & publishing social media content across all the different channels.
Creating social media content includes writing copy but also selecting or creating images or video content. When I talk about selecting content, it’s what we call content curation and it’s a very important practice for most companies when it comes to social media.
To create content for the right channels requires a true understanding of your audience but also of the specific social media channels you are posting on. There are tons of ways to increase your engagement and doing things right.
For instance, which type of content to post, which type of ad copy engages your audience based on your goal and the topics that could spark conversations with your target audience.
#2 – Interacting with your social media audience
Taking the time to answer the comments and posts of your followers is quintessential when it comes to social media management. Every question or interaction made by your customer is an opportunity to give value to your prospects. This always has a positive effect on sales.
We always recommend our clients to continuously check for comments and messages on their social media channels to see if there are any opportunities. It’s important to take your time to answer because all the answers made are public.
At SH1FT, we can take care of that for you. We have specialists that can go inside your accounts every day to answer your follower’s questions within 24 hours. This keeps them happy and helps in building a lasting relationship with your customers.
#3 – From Interactions to Relationships
Most business owners see social media interactions as a chore that takes a lot of time and ends up being annoying. It couldn’t be further from the truth. By answering the comments and messages from your followers, you can create new leads and business opportunities right on social media.
You can also, for example, build relationships with influencers who can help your company gain more visibility and notoriety on social media.
We consider influencers anyone who owns a social media account with a large following. It’s possible to reach out to them and find strategic ways to have them share the content you create on social media!
Social Media Advertising
Creating and publishing content is really important when it comes to social media. It can allow brands to gain more customers through the means of organic reach, in other words free visibility. Let’s just say there’s a missing piece for companies who want to scale their marketing efforts, it’s called social media advertising.
Social media advertising is extremely powerful because it allows brands to pay for their visibility by targeting exactly who they want with the content they want. It allows them to say “I want everyone who likes sneakers in NYC to see our new sneaker collection” and be able to do it.
You can run ads on Twitter, Instagram, Youtube, Google, Linkedin & Facebook. For instance, Facebook & Instagram ads can be managed on the same platform. You can target people who have never heard about your brand but are likely to be interested in your company.
Here’s an example of a Facebook ad you might have already seen on the platform:
How to Run Contests & Giveaways
When it comes to social media management, it’s almost impossible to talk about creating posts without talking about contests and giveaways. If done right, these can bring your company more visibility and new followers than any other strategy.
You can push people to interact with your page or post content around your brand to have a chance of winning something worthy. The prize needs to be worth it, otherwise, people won’t make the effort of engaging!
If you think contests or giveaways would fit your business goals on social media then it’s important to integrate it inside your plan. This time of post requires way more attention than others, it’s why planning is really important.
To run an efficient contest or giveaway, you need to set clear rules & guidelines: a deadline, what people need to do, what they will win and how the winner will be chosen. Missing relevant information can drastically lower the success of your contest or giveaway.
How to Track Performance & Optimize
Like most digital marketing tactic, it’s key to track, measure the performance and optimize based on the social media data we are able to gather overtime. This process doesn’t happen overnight, but the more data we have the better we are.
Through this process of analyzing your data, you’ll also be able to make sure you generating profits from your social media efforts. It’s a good way of knowing which strategy brings you the most money in the long run.
Furthermore, analyzing your social media data can help you find areas that can be improved. You can then set actionable steps to improve your social media results. From there, your results can only go up. While they might not always go up in your analytics dashboard, your understanding will go up.
Why is Social Media Management Important?
Now that you understand what social media management is and what it entails, it’s time to talk about what matters most: why should you care about social media?
The most important reason is that you will gain tremendous visibility and notoriety from your target audience. Any business knows that if people don’t know about your company, they will never buy from you. Social media is a treasure trove of visibility.
People on social media are waiting to see relevant and entertaining content from brands like yours. They are ready to interact, ask questions and send messages but they can only do that if they see your posts or social media ads.
Furthermore, social media management is one of the most affordable way of generating the best results for your marketing budget. You can choose the budget you want to spend which is perfect for small businesses.
It’s also possible to generate a return on investment quite quickly. Now it’s not to say you’ll be profitable from day 1, but you can reach a satisfying level quite quickly if you are consistent and dedicated. Compare it to SEO which takes a long time to build, social media is pretty fast.
Finally, good social media management can yield some amazing results. If you post consistently valuable content for your target audience, you can build authentic connections that can last a lifetime. You can also reach anytime you want the right audience at the time of your choosing with social media advertising.
Why Hiring a Social Media Management Agency?
Understanding what social media management is and why you should leverage is a good start towards taking good decisions. The rest is quite harder and arguably only experience in social media can help you take the right strategy for your social media management.
For most companies, they don’t have the time nor the expertise to generate strong results on social media:
- Creating quality content takes a lot of time for small businesses
- Managing a content calendar is tedious
- Interacting with your audience is extremely time-consuming
- Thinking about the right strategy without experience can be a headache
- Simple questions such as how often should we post can feel very confusing
It’s why having a social media management company at your side can make a huge difference in your success. At SH1FT, we can collaborate with your company to enhance your social media marketing results. Our experts not only have the time to execute all the social media management tasks but they also have the expertise of having worked with tons of social media accounts before.
Although you might be able to answer easily what social media management is and why it’s important for your business, having experts by your side can help you generate results without wasting your time and budget. It’s now time to make educated decisions that will have a truly positive impact on your business.
In our experience, we always save our clients time and money. They might have been able to generate somewhat satisfying results but they spent hours doing their social media management and could have generated better results with us. Most of them end up hiring someone internally with less experience than our team for a bigger price tag than us!
With a team of experts like SH1FT, you are bound to truly leverage all the tools available for your social media efforts. If you have any questions, we’d be happy to help you out. You can click on the “GET PROPOSAL” button below or go on our contact us page.
You can also leave us a comment below and it will be our pleasure to answer any question you might have!