How to manage social media like a pro: A comprehensive guide
As a person responsible for social media, you have an active life. Between developing effective strategies and managing multiple social media accounts
, you need to stay at the forefront of new ways to grow your business and also be able to report on your progress and all while under the stress of time. If this weren't difficult enough, your social media teams are growing. This means you need an understanding of management that will allow you to create efficient workflows, and then deliver outcomes. We know things can get too much. We've put together this step-by-step guide to show you how to handle social media more efficiently starting with persona analysis and creating content to listening via Inflact.
What is Social Media Management?
Management of social media is the act of analyzing social media audiences and devising a plan that is specific to their needs, creating and distributing content for social media profiles, monitoring online conversations, working with influencers, offering community service and monitoring, evaluating, and reporting on social media performance and ROI.
All these tasks, which were once ignored by businesses, have now stepped into the spotlight of companies' marketing strategies.
Why? Because social media offers great earning opportunities - under the assumption that you manage your social channels efficiently and organized way.
Why is a successful social media management system important?
The potential business value of social networks is vast. Brands can utilize online platforms for social networking to successfully help them achieve their goals through the marketing funnel, from increasing awareness of their brand and increasing the number of visits to stores.
But to be able to achieve this, they require professional social media teams. The more goals you want to achieve through social media marketing as a whole, the more dedicated people to this channel you are likely to require. This demand will eventually create complex social media teams.
If you're a big company, you may have several teams spread across different offices and locations around the world, leveraging different strategies to achieve different goals.
Now, how do you make sure everyone works closely to get the most return on social media?
The answer issimple: create an effective social media management process.
Management of social media How do I begin?
If you're not certain how to improve your social media management - don't worry. Many marketers are confused about. To be able to start from the best possible place it is necessary to accomplish three essential things:
Conduct an audit of social media
Decide on the right social media platform
Analyze your target audience
What is the reason we have outlined these three tasks specifically?
Since they will give you the essential information that will guide your marketing on social media towards the proper direction. This means that you'll be able to concentrate your resources on strategies that are effective and minimize those that don't.
Let's look a bit closer at each job:
Conducting an audit of social media
A social media audit can always help improve the way you manage social media:
It will give you an overall picture of effectiveness of your strategy
It will help you determine where you're spending your time and money
It will show which social networks are bringing in the most outcomes
It will show the effect that social media has on web results
So, how do you go about performing your health check on social media?
Step 1: List all your company's social media accounts including those belonging to different locations and belonging to your various sub-brands.
Step 2: Use social media analytics for a review of your key performance metrics including increase in followers engagement, follower growth (including the average rate of engagement for specific months), publishing frequency, most engaging formats for content Top-performing posts, traffic sources, community sentiment, response rate, average response time, demographics, audience interest and other behaviors.
Step 3: Organize all that information into an organized social media audit template.
Step 4: Analyze the data to identify areas that need improvement. If, for instance, you observe a decline in your engagement volume It could be the result of poor quality content quality, inaccurate targeting, or an incorrect frequency of publishing.
This is exactly the kind of information that you will need to pinpoint out the flaws in your strategy. Then, you'll be able to take the first steps towards improving the issues and making your social media management activities more effective.
Choose the best social media platform
Another vital aspect of managing social media more efficiently is picking the right platform.
When you conduct a social review, you could be discovered that certain platforms just don't work for your company. In that situation, you should spend the time to comprehend the amount of effort required to get the results you need.
A lot also depends on the place your audience is. If during your research, you discover that your customers are predominantly on Twitter For instance however your presence on Twitter is far from strong, then you should obviously seek to improve.
If your results aren't that great and your audience is elsewhere, you may want to consider shifting your resources to a different channel. Before you do that, ask yourself the following questions:
What are my main business goals (improving brand awareness as well as lead generation, site conversions, traffic etc.)? Will I be able to achieve my goals on the platform? What amount will I need to pay to achieve my goals?
Will I be able to effectively enough to achieve positive ROI on the platform? Does the amount I earn be sufficient to justify the expense of marketing on the platform?
What is the demographic profile of the community on the platform? Are they in line with the audience I'd like to be able to
Is my target audience present and active through the website? Do I have the ability to successfully reach them?
How well-known among marketers is the platform? What content do I have to produce in order to stand out?
Do I have direct competition in the marketplace? What is their performance? Do I have the ability to beat them?
If you're looking for help choosing the best platform for your business This is a checklist from Socialbakers (now part of Emplifi):
Analyze your target audience
The analysis of your social media communities is everything when managing social media efficiently. There are many benefits of analyzing your social media followers - including building stronger customer relationships as well as creating more relevant content, and boosting social media conversions.
On the flip side, if you do not conduct market research beforehand you're in danger of going down the wrong track, and wasting both time and money.
How do you build a detailed picture of your social media followers?
Start by segmenting your target audience into personas based on their common characteristics. You can do that using this template for creating customer personas for free.
Or, if you want to make your life easier and make your life easier, let AI perform the work for you. Your customer personas will vary. For instance, you could create a community of teenagers interested in sports and thirty-year-olds who are on Digiday's Facebook account and engaging with their content.
Knowing this will enable you to make better use of your resources , focusing on the best ways to interact with your group. Need help analyzing your target audience via social networking? Check out this audience insights document from Socialbakers (now an integral component of Emplifi).
Stock up on the right social media management tools
The latest tools for managing social media are crucial to establishing, executing, and measuring your marketing plan for social media effectively.
Here's what you're going to require:
The analysis of your top-to- mid-funnel audiences is particularly important. Because people in these stages, often called an unidentified audience, are your potential customers.
The better you are aware of these people the more efficiently you'll be able to nurture their conversion through targeted marketing campaigns.
So, which tools are going to prove useful at this point?
Native social media analytics. The data about the audience you find on social media platforms can be quite precise and includes:
Facebook audience insight: demographics, places, page likes activities
Instagram insights: Top locations or times that your followers are active
Twitter analytics include lifestyle, demographics, consumer behavior, mobile footprint
LinkedIn analytics includes demographics, job function (seniority, age, industry), size of the business, employment status
Audience Analytics: These enable you to see your Facebook fans grouped into individual personas based on their demographics, preferences, and other behaviors. As a result, you can save the time you'd have to spend doing manual research on your audience.
You'll also be able immediately turn the result of your analysis of your audience into an action.
Tools for the bottom of the funnel
Examine the bottom of the funnel users, which are sometimes referred to as a "known" audience and employ CRM (CRM) software to concentrate on all aspects in the user experience (CX).
They will provide you with a better understanding of the customers who bought your product, as well as their demographics, the points along their journey as a customer and the content that led them to click the purchase button.
Content management tools
Content creation is an essential element of the managing process, but also extremely difficult. To help make your workflow of content smoother and more organized consider these tools:
Content ideas tools
Social media monitoring is a way to find trending topics online that you can use to your advantage
Social media analytics - see the posts your competitors are sharing and be inspired by some of their best ideas
Analysis of your audience - learn the type of content that your audience reacts to positively
Tools for curation of content - locate popular articles on the internet which you can then repost
Content inspiration - explore thousands of the top social media posts that connect with all of your target audience members
Content creation tools
Unsplash, Pexels, Pixabay Check these websites out for free high-quality stock images
Canva, Makeagif, Awesome Screenshot - design amazing visuals for your posts
Biteable, Lumen5 Shakr to create entertaining social videos your viewers will love to share
Google Docs, Grammarly, Nuclino Work with your team to write social media marketing copy
Social media editorial calendars
Google Calendar - use Google's visual calendar to organize your posts
Google Spreadsheet - create yourself an own calendar tailored to your requirements
Calendar templates free - save time with pre-made templates for social media calendars
Content calendar calendar scheduler: access a visual breakdown of your social media posts that you can schedule and review (also via mobile! ) as well as have your team members work on all content-related tasks right from your calendar.
Publishing tools for social media
Social media publisher – manage social media publishing more efficiently by publishing to different platforms with one click. Furthermore, you'll receive specific recommendations for the most effective publishing times so that you can increase your visibility and interaction. Below is a look into the most optimal times to post in light of data from Socialbakers (now a portion of Emplifi).
Social media listening devices
Monitoring online conversations around your brand is crucial to understanding the real effects of your advertising campaigns. This go beyond mere comments and likes.
Social listening - watch social media channels for topics and queries, look for opinions of your brand and analyze the sentiment around them
Google alerts - set up alerts for relevant phrases and topics appearing online and receive email notifications on a regular basis, so you never get a chance to miss an opportunity to promote your business
Collaboration tools for influencers
Managing influencer relationships is an incredibly new aspect the social media management work. But, it's become one of the most important tasks on their list of priorities.
Here's how you can efficiently control influencer marketing related activities:
Find influencers tools using AI - discover influential influencers that are relevant to your social media audience within a matter of minutes. Get an instant overview of their demographics, audience size and engagement. You'll also get an easy-to-understand performance score, so you can pair up with the most influential influencers.
Social customer care tools
Social media is a popular source for customers to share their views or to ask questions about your business. To be able to manage all the incoming messages it is possible that you need to:
Community management - connect to your users in an organized manner with automated notifications and clearly defined assignments and roles. Monitor your messages that are coming in across channels from one place and monitor your teams' performance using filterable feeds to ensure you provide the best customer service.
Social media analytics tools
Monitoring the performance of social media is critical to understanding the results of your campaigns as well as identifying the most effective strategies, and repairing the flaws - that's the reason it's important to have the right tools.
Social media analytics - get an in-depth insight into your performance across channels by analyzing all important metrics, such as:
Interactions and distribution
Most engaging post types
The number of interactions per 1,000 fans
Fan posts: Number of posts
Most interesting posts overview
Posts promoted by the company and interactions that they generated
Additionally, you will be able to assess how you stack up to your main rivals by these metrics to determine who is ahead of the pack. And to add even more context to your performance, you can benchmark your advertising budget and video strategy effectiveness against your sector, region, or country.
Google Analytics - know the social media platforms that drive more traffic for your site
How do you manage and analyze people who are part of the social media community
As we mentioned earlier, understanding your audience's personas is the core the social media strategies. Before creating any content piece or launch campaigns, you have to know your audience at a deeper level.
How do you approach managing and analyzing those buyer persons?
Step 1: Analyze audience data. Use the data sources listed from the preceding section. The more data you have, the more accurate picture of your audience that you'll be able create. It is ideal to use software that aggregates different data sources for your audience, which will save your time and labor. Tips: Certain information about your audience will not be included in platforms' native analytics or even Google Analytics. If you need answers to specific questions like a favorite destinations for travel, think about running polls or conducting market research.
Step 2: Consolidate your audience data. You can be sure that when you've gathered your data, it will be scattered and difficult to read. For a comprehensive view of your social media users You must gather all the data together to examine it all in one place.
Step 3: Define your audience personas. Your audience on social media is diverse. There are groups that share different demographics, areas, behaviours, and interests. If you can segment your followers according to these characteristics you'll be able to gain an knowledge of your audience. This means you can craft content that entices people to engage and helps to nurture your audience down the marketing funnel.
Step 4: Keep tabs on your personas for your audience frequently. It's not enough simply to examine your followers once and count on the data for years. Keep in mind that your audience is constantly changing. There are new people starting to follow your site and "old" followers might develop an interest in other content. In order to be able to recognize these changes and respond to them you should analyze your user personas on frequent basis.
Follow this guide for an analysis of your target market for more comprehensive insight into researching your social media's target audience.
How do you handle the creation of social media content?
Once you've finished analyzing your personas of your audience, you should have a clear idea of the direction your content strategy will take.
But, deciding on the right the best content formats and topics is not everything. When your company expands and you'll have to face the issue to produce large volumes of content at a quick pace. To overcome this issue, you're going to need an optimized workflow for content.
Here's how to efficiently control social media content creation tasks:
Step 1: Install a social media calendar into Your Google Calendar with one click. It covers all national holidays for the entire year.
Step 2: Assign team roles and responsibilities. This step is vital to enhancing your efficiency regardless of whether your agency or an organization with multiple offices across the globe. To create content effectively it is essential to have the following roles on your team:
Content manager – In charge of creating a social-media strategy for content, managing an editorial calendar and distribution of budgets for promotion of content, and monitoring KPIs.
Content creator - In charge of coming up with pertinent content ideas, creating captivating content, and optimizing it to work on different platforms.
Content editor - Responsible of collaborating with all people who are involved in content creation across the company, reviewing articles, and approving them for publication.
It's also important to have a systematic approval procedure in place. Given the volume of content you have to produce, it's easy become overwhelmed by the inconsistencies of your processes. To ensure that no post gets stuck in a line ensure that you manage your content through a comprehensive system.
Step 3: Make use of information from your social media audience personas. Keep track of their interests, as well as the influencers that they follow. This information will help you make sure you are creating tailored content, making this type of managing social media more efficient.
Keep in mind that the more personal your social media content will be, the more efficient it is at achieving your business goals.
Check out this guide for step-bystep instructions on how to customize your social media marketing strategies.
Step 4: Round up content ideas by analyzing the competition, utilizing social listening to track and join online discussions by analyzing your profile's page with analytics, and creating interesting content.
Step 5: Decide the amount of content you'll need to make. It is obvious that you should not publish very little content and then disappear from the feeds of your readers or create too much content and appear like spam. Knowing how many posts you'll need to make on a weekly or daily basis can help you manage your resources better and be more efficient. How much content do you need to be creating?
Facebook 3 times per day
Instagram - enough to publish 1-2 times a day
Twitter is a platform that allows you to publish many times per day
LinkedIn - enough to publish 5 times a week
Step 6: Make amazing content by using the variety of available online tools to create content, which we have discussed previously. Be aware of formats that work well on every platform:
Facebook Videos on Facebook (75 million people use Facebook's video site every day) Discover how you can make the most of the video format on Facebook
Instagram - photos (Instagram's followers are 28% greater than Facebook audiences)
Twitter - tweets with video (receive 10 times more engagement than tweets without videos)
LinkedIn - posts that include video (your video content can receive 5x more engagement)
If you want to scale your production of content and make it more efficient then you require a complete solution. With Emplifi, it is possible to easily manage all your social media content each day, week, or month. You can save time by having your team schedule and then publish posts using photos, videos, and user-generated mentions directly from the calendar.
In addition, with the layout of the calendar, you'll be able to have a clear overview of your social media accounts.
Step 7: Monitor your content performance and then report on it. Analyzing how your posts are resonating with your user personas helps you to pinpoint the most effective components of your campaign and focus your resources to replicate these elements in the future. Here are the metrics that you must be tracking:
Awareness metrics: engagement overview numbers of interactions per 1,000 followers, best-performing posts
Campaign goal completions: link clicks on the website, sign-ups for newsletters, purchases
You can receive an instant overview of these statistics using customized dashboards. To keep your team in updated on the most current data, you can use automated reports that are sent directly to team members' mailboxes whenever you require.
How to manage the social media listening
Listening to social media is an essential part of the social media management. If it is done regularly it can assist you complete multiple tasks, including:
Monitoring @mentions and how campaigns perform on social media
Finding out what social media users are saying about your competition
Better customer service
Identifying new social media influencers as well as brand ambassadors
Be aware of and prevent any brand-related social media issues
Pinpointing larger conversations your business should join
How should you listen on social media?
Step 1: Select the appropriate keywords for your queries. Based on the job you're seeking to complete You will have to select the appropriate words you want to hone on.
For instance, if you want to identify influencers via listening, start with creating queries relevant to the topic of your campaign. Within the query, include relevant hashtags, keywords, and mentions you want to monitor. Then, select the platform that you would like to monitor, along with the default language and the region. In this way you'll get exactly the information you're interested in.