9 tips for an effective social media management
A guest post by Kevin Urrutia.
According to Mainstreethost data, social media is one of the most popular ways to research a brand.
For example, you can check out restaurants’ Facebook page for address, business hours, menu and customer reviews.
That said, it is vital for business owners to manage their effective social media marketing efforts pretty well. This includes posting and sharing engaging content regularly across all channels that you have.
As this can be daunting, we created a list of tips for effective social media management.
Establish campaign goals
According to Megan Monroe of Ontraport, “Marketing without a goal is like doing target practice without a bullseye.”
Having a marketing goal helps towards building measurable metrics, which can indicate whether or not your efforts are paying off.
It’s worth setting SMART goals that are worth pursuing. In other words, your effective social media marketing efforts should be specific, measurable, attainable, relevant, and time-bound. Also SMART goals should be clear and well-defined.
However, not every goal is a good idea. For example, which of these goals do you think is worth pursuing?
- Increase the number of Facebook followers up to 50% by 31 December 2019.
- Increase Facebook engagement up to 50% by 31 December 2019.
A lot of social media marketing pros will tell you it is the second one. This is because the first one is just a vanity metric; increasing the number of followers will not necessarily translate as a positive impact on your business.
Find your channel
The social media channels you probably know about are Facebook, Twitter, Instagram, LinkedIn, Pinterest and Snapchat. But you will be surprised to know that there are hundreds of social channels across the web.
Do you have to build a presence on each one of them? Definitely not. Doing so would spread yourself too thinly. And this also defies the purpose of effective social media management.
It is best to research networks which help you connect with your target audience as well as suit your business. If you feel your target audience is on Reddit and Quora, then that’s where you build a presence.
Create a content calendar
Now that you know where to build a social media presence, the next things to consider are:
- What content is worth sharing for your audience
- When should you share it
This is where an effective social media content calendar could come in handy. This helps you to build a consistent social media marketing strategy, create engaging content, and track whether you are meeting your marketing goals.
There are a lot of social media calendar templates available online. But if you prefer to do things yourself, here are some tips to keep in mind:
- Create themes that support your overall marketing goal. If your marketing goal is to increase business revenue by 25% before the end of the year, think how social media can attain those goals.
- Design your content around your theme. Make sure your content reflects your monthly theme. It is also necessary your social media content drives new followers further down the sales funnel.
- Tap into cultural events. Do this whenever appropriate and when it is relatable to your followers.
- Treat each channel separately. Each platform has its own strengths and weaknesses and caters to a varying audience demographic. Your strategies need to be tailored to that specific platform.
- Have some room for improvement. Effective social media marketing is all about being human and authentic. Make sure your calendar has some room for spontaneity.
Develop a brand personality
It’s good to remember your social media content should reflect your brand’s personality.
According to Michael Terry of ThriveHive, having a brand personality means “appealing to your target audience’s needs and values, showcasing your intelligence and sense of humour, and keeping things professional, all at once”.
A brand personality will humanise your business, making it more appealing to your customers. Use it to cultivate relationships with your existing customers, attract new ones, and build your authority.
Utilise scheduling tools
Scheduling tools are vital for saving time in managing all of your social media channels while boosting your ROI.
More than scheduling posts, there are social media tools that can help you streamline your customer engagement. This makes you more efficient at creating and maintaining connections with your followers. It also gives you more time to create and publish content.
Some tools already come in with built-in analytics, allowing you to measure your social media marketing efforts all in one place.
Just keep in mind you should choose a tool which provides a simple and straightforward solution to any social media management dilemma.
Stay up-to-date on algorithms
Similar to search engines, social media runs on their own algorithms. This allows them to present content they consider is the most relevant to their users.
As a business, your challenge is to create content the social media algorithm will consider as relevant to your target audience.
This also requires continuous learning to adapt to these changes, regardless of your level of expertise. This also ensures your business will always have a competitive edge.
Target your ads
It’s important to adapt to change by refining your skills, and one way to stay relevant to your customers is by running social media ads.
The best way to run ads which are effective and convert well is by targeting the right audience. After all, social media gives you complete control over audience targeting.
However, you need to determine who your target audience really is. This ensures your ads will be seen by people who are more likely to convert.
Here is a succinct post from Hootsuite which teaches you how to target the right audience for your social media ads.
Find your budget
Aside from knowing which social media users your ads should target, you should also set a realistic advertising budget.
According to Preston Kendig of WebStrategies, “Spending more money doesn’t necessarily equate to greater success, and it’s quite easy to waste money on social ads.”
You should always consider your overall marketing goals when setting your ads budget. This should determine how much budget you should allocate for social media advertising.
Gather and analyse data
Last but not least, you must know how to gather and analyse data, so you will know whether your social media efforts are paying off.
However, find out how to cherry-pick useful information versus vanity metrics. Helpful information includes social media channels which drive a lot of qualified leads to your business.
Vanity metrics, on the other hand, are your number of followers on Instagram. There’s no sense having a million followers on there if they seldom comment on your posts.
How to you manage your effective social media marketing?
In this age where more people are getting used to online friendship and followers, there is no denying social media is ingrained in our digital lives. However, it is important to keep the tips I’ve written about in mind to save time and money when it comes to effective social media management.
About the author
Kevin Urrutia is the founder of VoyMedia, a Facebook Advertising company in New York. He is dedicated to helping businesses triumph over the ever changing marketing landscape. He crafts results-oriented solutions that are tailor-fit for each client his team works with.