In the early days of social media marketing, lots of companies relied heavily on tools in the day-to-day management of social media.
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.
However, this type of tactics gave rise to a kind of ‘shotgun’ tactics, whereby organisations posted tonnes of content to their followers with the hope that their followers would engage with some of the posts.
As can be imagined, this gave rise to a lot of spammy and clickbait content that is of no benefit to their followers. 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 apps.
Some organisation still use social media management tools to scale their management of social media, and there is nothing wrong with this. But, there is a noticeable difference in engagement when you sign in and post content directly on the social network as opposed to using third-party apps.
What Is Social Media Management?
It is the process of 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 network that you have an account.
As you may already know, using social media for your business is no longer optional. 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, it is necessary for brands to take the need for proper social media management seriously.
Social networking is a crucial part of marketing, but managing it, all can be overwhelming, especially for small businesses that do not have the necessary skills and resources.
Success Factors of Social Media Management
When you look at companies doing well on social media, especially as it concerns their social media campaign management, one thing you will realise is that they have an experienced and qualified social media manager or social media team either in-house or they 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 qualified, savvy social media manager or outsource your social media management.
Social Media Management Weaknesses
Over the years, one weakness I have noticed with regards to 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. 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 TweetDepending on the type of business and the size of your company, your social media policy and social media marketing strategy do not have to be overly complicated and chaotic.
Management of Social Media Simplified
Some of the responsibilities that come under social media marketing management include:
- Creating a social media strategy
- Social media implementation
- Content creation for social media
- Social media monitoring
Some of these responsibilities mentioned above have to be done, updated and monitored daily, weekly monthly and yearly depending on the nature of your business, your niche, and your industry.
Case Study
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 to boost their posts and advertise 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.
Also, the number of their followers has increased as well as the number of likes, comments and shares on each post. It is all much to the delight of my client. With time, this improvement will help them win customers.
Conclusion
Mind you; this does not mean that each business will achieve the same beautiful results as my clients. Several factors such as your industry, niche, product and service are involved.
For instance, if you operate in the B2B space, then, 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 type of 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 wins customers for your business?
Schedule a meeting with me. I will be glad to help you iron out any kinks in your social media management.
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