Key Tips to Successful Social Media Management
Key Tips to Successful Social Media Management (Infographic)
So, you’ve established how social media can benefit your company. You must now set out a plan to effectively manage your accounts. For small businesses with low marketing budgets and limited resources on maximising social media, it can be challenging. To help you, I will outline some key steps to overcoming these challenges. I’ll also highlight some risks of unsuccessful management.
The first step to successful social media management is to setup a strong foundation. You can use this to build your brand from. Detect the relevant sites for you and create your account right away. To establish which websites are best for your company, consider your target audience and the type of business you operate. For example, Facebook is ideal for establishing a name for your company. It forms a main page separate from your website which all ages will look at. Twitter is great for sharing ideas and innovative content quickly and easily to a whole range of different people. LinkedIn is essential for all businesses to display a professional presence which goes into more detail than your website.
Other mediums such as Instagram, Snapchat, Vine, Tumblr, Youtube, Pinterest etc. all have their benefits, but only some will be relevant to your needs. Once you’ve chosen your accounts, consistency is the next step. You should use the same display picture, username and description (bio) for each medium. Create a clean, professional look which customers will recognise and familiarise themselves with. Pick a colour theme and stick with it. Nail this and your branding will soon follow.
It is easy to feel overwhelmed by the number of different types of accounts that you can sign up. This can lead to you thinking that you just don’t have the time to manage and learn about social media. However, if you first establish a strategic plan to manage the accounts which you sign up for, you will find it is easier than once thought. Forward planning is vital. Set out clear objectives for your social media use and work out a calendar of posts to achieve these. Your calendar should be a place to generate original posts as well as decide on posts to share from other companies/sites. It will also allow you to set dedicated times to publish the posts and further work on your social media management.
Another challenge faced by smaller businesses is the curation of enough posts which are both relevant and interesting. It is important to remember that you do not have to be posting completely original content all the time. In fact, the best networking on social media is done through sharing other company’s posts and discussing them. Seek out relevant articles and information which you feel will be useful to your customers. Then, intertwine this with your own posts about your services, news and events. Share from other company’s Twitters, share your own posts through your other social accounts, and do this multiple times to reach the desired amount of people. Furthermore, using teamwork can overcome both the challenges of time and resources. Involving at least two people in your social media management can increase productivity by delegating specific roles and increase potential creativity from having different sets of minds!
To further highlight the importance of strong social media management it is useful to consider the risks of not doing so properly. If you setup accounts on mediums which are irrelevant to your company’s focus, customers will question your own self-awareness of your brand. It could even confuse new customers as to what your objectives really are. A lack of consistency with your social media aesthetic will also create doubt into your branding. If your account handles (usernames) are not similar or the picture of your logo changes, customers will not have that immediate connection between each medium. Although it doesn’t sound like a big deal, those companies with consistency will steal the customer’s attention away from your online presence.
Improper time management can cause posts to become too frequent or not frequent enough. You don’t want to overcrowd someone’s timeline or newsfeed with your company all at once as they will soon lose patience, losing you their personal connection and loyalty. Scheduling is great, however you don’t want to become a ghost on your accounts. If customers interact with you and you do not interact back in a sufficient timeframe, they will lose interest and their comments will be left unanswered for new customers to see. The balance needs to be struck between content sharing and engagement. It should go without saying that improper resource management such as spamming of irrelevant posts will confuse your brand even more and little to no posting won’t create the desired marketing effect for your company.
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Managing your social media presence can be rewarding and following these tips will help you to become successful in doing so. However, sometimes it is just impractical and the challenges become too much. If this is the case you must establish where the problem lies and you can begin to seek help. Outsourcing your social media management can be a great way to free up time for your business and grow your team of experts. There are options for you out there; no matter your personal needs.