In the early days of social media marketing, many companies relied heavily on tools in day-to-day social media management.
These tools enabled companies to create, manage, schedule and post content to Facebook, Twitter, LinkedIn, and other social networks simultaneously at the click of a mouse. The tools enabled organisations to scale their social media management efforts across various social media sites.
However, these tactics gave rise to a kind of ‘shotgun’ tactic, whereby organisations posted tonnes of content to their followers, hoping that their followers would engage with some posts.
As imagined, this gave rise to a lot of spammy and clickbait content that is of no benefit to their followers and the social web. It prompted social networks to seek ways to discourage spam and clickbait content.
Today, algorithms used by social networks have become very sophisticated. These algorithms favour organisations that engage directly with their followers rather than through third-party social media management tools.
Some organisations still use social media management tools or marketing software to scale their management of social media, and there is nothing wrong with this. But, there is a noticeable difference in the engagement when you sign in to your social media profiles and post content directly on the social network as opposed to using third-party social media scheduling tools.
If your organisation has multiple social media profiles, to manage all these efficiently you will need marketing software that has collaborative features. This will encourage different individuals and departments to take part in social media.
Depending on the size of your organisation, you may also need to consider investing in social analytics and social listening tools.
What Is Social Media Management?
It is handling all your online interactions and content and ads across various social media channels like Facebook, Twitter, LinkedIn, YouTube, Instagram, Pinterest and any other social networking platforms that you have an account.
As you may already know, using social media for your business is no longer optional. Similar to web development, social media management is an essential activity in all modern organisations. So there is always plenty to do to connect with your target audience, convert them to leads, and hopefully, customers. The more massive your social media presence, the more work it takes to manage it effectively to win more customers.
Since social media has become an essential way for organisations to reach their customers, gain valuable insights, and grow their brand, brands must take the need for proper social media management seriously.
Social networking is a crucial part of marketing, but managing it all can overwhelm, especially for small businesses that do not have the skills and resources.
Success Factors of Social Media Management
Companies that do well with their social media campaign management have one thing in common. They have an experienced and qualified social media manager or team. They either have them in-house or outsource their social media management to a competent agency.
Having a successful social media campaign does not happen by chance. Since the online reputation of your company and the future of your sales depends on it, you need to hire top social media managers or outsource your social media management.
Social Media Management Weaknesses
Over the years, one weakness I have noticed regarding the management of social media in some companies is that they do not have a documented social media policy.
A social media policy is a document that outlines how an organisation and its employees should conduct themselves online when they use their social media account on various social platforms. This policy is crucial because it forms the foundation of the company’s social media strategy.Having a successful social media campaign does not happen by chance. Click To Tweet
Depending on the business and the size of your company, your social media policy and social media marketing strategy need not be complicated and chaotic.
Management of Social Media Simplified
Some responsibilities that come under social media marketing management include:
- Creating a social media strategy
- Social media implementation
- Content creation for social media
- Content management
- Social media monitoring
We do some of these responsibilities daily, weekly or monthly and yearly depending on your business, niche, and industry.
The simple strategy that wins customers for companies is that of creating great content that informs, educates and entertains your followers.
A good example I want to share with you is that of my client. For years, they tried different strategies and tactics to engage with their followers on Facebook. From time to time, they spent a considerable amount of money boosting their posts and advertising their services.
However, after the recent Facebook algorithms, post engagement on their page declined drastically.
The client and I talked about it. Then we decided that instead of them focusing on posts that were self-centred and promotional content, they should go all out on providing informative, entertaining and educative content in line with their brand mission.
This change in the focus and type of content solved the problem for my client! Now, their followers engage more with their content on their Facebook page.
The number of followers has also increased. And the number of likes, comments and shares on each post, too. It is all much to the delight of my client. With time, this improvement will help them win customers.
Mind you; this does not mean that each business will achieve the same beautiful results as my clients. It involves several factors, such as your industry, niche, product and service.
For instance, if you operate in the B2B space, you have my sympathy because it will take more than this to help you win customers. While not impossible, it’s a lot more challenging and takes more time.
You need to sit down and do thorough research into what type of content appeals to your target audience. Then do your best to produce that same content consistently. That’s the way you can achieve results in positive results.
Do you want to outsource your social media management to a competent firm? Or do you need help to find a simple way of managing your social media that win customers for your business?
Schedule a meeting with me. I will be glad to help you iron out any kinks in your social media marketing.
I will help you select the right social media platform and the right social media management platform with a simple user interface for you to enjoy.
I can also recommend the best social media management tools or social media scheduling tools for you. I will teach you how to use your social media analytics. If you wish, I can also train you or your team into top social media managers.
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