As a person in charge of social media, you live a hectic life. Between building effective strategies and overseeing multiple social media accounts, you need to stay on top of finding new opportunities for marketing growth, and report on your performance - all under time-pressure.
And if this wasn't challenging enough, your social media teams are growing. This means you need a solid management know-how to build efficient workflows and deliver results.
We know things can get overwhelming.
That's why we created this step-by-step guide explaining how to manage social media more efficiently - from persona analysis and content creation to listening.
1. What is social media management?
All these tasks, which were once marginalized by businesses, have now stepped into the limelight of companies' marketing strategies.
Social media provides great money-making opportunities - on the condition you manage your social channels in an organized, efficient way.
2. Why is an efficient social media management process important?
But to be able to accomplish this, they need efficient social media teams.
The more goals you want to achieve through social media marketing, the more people dedicated to this channel you're going to need. This demand will eventually lead to building complex social media team structures.
If you're a large brand, you might even have multiple teams in different offices and regions of the world, leveraging different strategies to meet different targets.
Now, how do you make sure all these people work together hand-in-hand to deliver maximum value from social media?
The answer is: build an efficient social media management process.
3. Managing social media: where do I begin?
To be able to start off on the right foot, you need to do three important things:
- Conduct a social media audit
- Decide on the right social media platforms
- Analyze your target audience
Because completing them will provide you with fundamental information that will steer your social media marketing efforts in the right direction. As a result, you'll be able to concentrate your resources on strategies that work and cut down on those that don't.
Let's take a closer look at each task:
- It will give you a granular picture of the effectiveness of your strategy
- It will allow you to pinpoint where you're wasting your resources
- It will show which social channels are bringing in the most results
- It will demonstrate the impact of social media on your web results
Step #2: Use social media analytics to review your key performance metrics, such as follower growth, engagement (including the average engagement rates for particular months), publishing frequency, most engaging content formats, top-performing posts, traffic sources, community sentiment, question response rate, average response time, audience interests, demographics, and behaviors.
That's exactly the type of information you need to single out shortcomings in your strategy. From there, you can take first steps towards fixing them and making your social media management activities more efficient.
After you conduct a social media audit, it might turn out that some platforms simply don't work well for your brand. In that case, you should take the time to understand the effort it will take to get the results you need.
A lot also depends on where your audience is. If during your research you find out your audience is mostly on Twitter, for example, but your presence on the platform is far from strong, then you should obviously seek to improve.
If your results aren't that great and your audience is somewhere else, you might consider shifting your resources to a different channel. But before you do, ask yourself the following questions:
- What are my business objectives (improving brand awareness, lead generation, website traffic, conversions, etc.)? Will I be able to meet my business objectives on the platform? How much will I have to spend to meet my goals?
- Will I be able to perform efficiently enough to generate positive ROI on the platform? Will the amount be enough to justify the cost of marketing on the platform?
- What are the demographics of the community on the platform and are they matching the demographics of the audience I'd like to reach?
- Is my target audience present and active on the platform? Will I be able to reach them effectively?
- How popular among marketers is the platform? How much content will I have to produce to stand out?
- Is my direct competition present on the platform? How are they doing? Will I be able to outperform them?
On the flipside, if you don't do market research beforehand, you're at risk of getting on a wrong path, wasting both money and resources.
How do you build a detailed picture of your social media audience?
Start off by segmenting your audience into personas according to their shared characteristics - you can do that using our free customer persona template.
Or, if you want to make your life easier, you can let AI do the job for you.
Having this information will allow you to make a better use of your resources by concentrating on doing what works best with your community.
4. Stock up on the right social media management tools
Your social media followers are at different stages of their customer journeys. Some are just learning about your brand. Others are actively interacting with your content, and just a click away from visiting your online store to buy.
Because your community is scattered across the marketing funnel, you need tools designed to analyze users at different stages.
The better you know these users, the more effectively you'll be able to nurture them towards conversion with tailored marketing campaigns.
So, which tools are going to come in handy at this point?
Native social media analytics. The audience data you can get from social media platforms is quite detailed and includes:
- Facebook audience insights: demographics, page likes, locations, activity
- Instagram insights: gender and age, top locations, times and days when your followers are most active
- Twitter analytics: demographics, lifestyle, consumer behavior, mobile footprint
- LinkedIn analytics: demographics, job function, seniority, industry, company size, employment status
You'll also be able to immediately turn the result of your audience analysis into action. Our tool will give you smart recommendations on the content your personas will love, influencers they'll trust, and user segments you should target, so you can develop more personalized, effective campaigns.
These will give you a better understanding of the people who purchased your products, including their demographics, the touchpoints on their customer journey, and content that eventually made them hit the "buy" button.
Here are some of the CRM tools you can use:
- Social media listening - discover trending topics online that you can tap into
- Social media analytics - see what your competitors are posting and "steal" some of their most successful ideas
- Audience analysis - understand content your audience responds to positively
- Content curation tools - find trending articles online that you can repost
- Socialbakers Content Inspiration - discover thousands of top social media posts that will resonate with each of your audience personas
- Unsplash, Pexels, Pixabay - visit these sites for free high-quality stock images
- Canva, Makeagif, Awesome Screenshot - design amazing visuals for your posts
- Biteable, Lumen5, Shakr - create fun social videos your followers will want to share
- Google Docs, Grammarly, Nuclino - collaborate with your team to create social media copy
- Google Calendar - use Google's visual calendar to easily slot your posts
- Google Spreadsheet - create your own editorial calendar tailored to your needs
- Free calendar templates - save time with pre-made social media calendar templates
- Socialbakers content calendar - access a visual breakdown of your social media content, schedule and review posts (also from mobile!), and have your team work on all content-related tasks directly within the calendar
- Socialbakers Publisher - manage social media publishing more efficiently by posting to multiple platforms with a single click. Plus, you'll get precise recommendations on the best publishing times, so you can maximize your visibility and interactions.
- Socialbakers Listening - monitor social media for topics and queries, uncover the conversations about your brand, and analyze the sentiment around them
- Google Alerts - create alerts for relevant phrases and topics appearing online and receive regular email reports, so you never miss a mention of your brand
- Socialbakers Influencers - discover the most fitting influencers for your social media audience in seconds. Get an instant overview of their demographics, audience size, and engagement along with an easy-to-understand performance score, so you can pair up with the most effective influencers.
- Socialbakers Community Management - interact with your community in an organized way with automated notifications, and defined team roles and responsibilities. View your incoming messages across channels in one spot and monitor your teams' efficiency with filterable feeds, so you can provide top-notch customer service.
- Sparkcentral - take your community care beyond social, and engage with your followers on WhatsApp, SMS, and live chats.
- Socialbakers Analytics - get a detailed understanding of your performance across channels in terms of all the key metrics, including:
- overall engagement
- distribution of interactions
- most engaging post types
- user activity
- number of interactions per 1,000 fans
- number of fan posts
- most engaging posts overview
- share of promoted posts and interactions they generated.
- Google Analytics - understand which social media platforms drive the most traffic to your website
5. How to manage and analyze social media audience personas
How do you go about managing and analyzing your buyer personas?
TIP: Some audience information won't be available in platforms' native analytics or even Google Analytics. If you need answers to very specific questions, such as one’s favorite travel destination, consider running polls or doing market research.
Step #3: Define your audience personas. Your social media audience is diverse: there are groups sharing different demographics, location, behavior, interests, and affinities. By segmenting your audience according to these characteristics, you're able to get a more detailed understanding of your personas.
As a result, you can create tailored content that sparks engagement and effectively nurtures your community down the marketing funnel.
Step #4: Check up on your audience personas regularly. It's not enough to analyze your community once and rely on this data for years.
Keep in mind that your audience is constantly evolving - there are new people starting to follow your page and your "old" followers might develop affinities towards different content.
To be able to spot these trends and act on them in time, you need to analyze your audience personas on a regular basis.
See our guide to target audience analysis for a more comprehensive insight into researching your social media audience.
6. How to manage social media content creation
Yet, deciding on content formats and topics is not everything. As your business scales up, you'll face the challenge of producing big volumes of content at a fast pace. To be able to tackle this issue, you're going to need an optimized content workflow.
Here's how you can efficiently manage social media content creation activities:
To produce content efficiently, you should have the following roles on your team:
- Content Manager - content manager is in charge of creating a social media content strategy, managing editorial calendar, distributing content promotion budget, and measuring KPIs
- Content Creator - content creator is in charge of coming up with relevant content ideas, creating engaging posts, and optimizing them for different platforms
- Content Editor - content editor is in charge of collaborating with all the people involved in content creation across the company, reviewing posts and approving them for publishing
See our guide for step-by-step instructions on how to personalize your social media marketing activities!
Knowing how many posts you need to create on a daily or weekly basis can help you manage your resources better and be more efficient.
How much content should you be creating?
- Facebook - according to our data, the more content you publish, the more engagement you'll generate. This means you should be posting frequently - something that will be easier to achieve with an efficient content management process.
- Instagram - enough to publish 1-2 times a day
- Twitter - enough to publish multiple times a day
- LinkedIn - enough to publish 5 times a week
- Facebook - videos (over 5x more engaging than images).
However, if you want to scale your content production and work more efficiently, you need a comprehensive solution - such as Socialbakers.
With Socialbakers calendar, you can easily manage all your social media content for each day, week, or month. You will be able to save time by having your team schedule and publish posts with images, videos, and user mentions directly within the calendar.
Additionally, thanks to the visual layout of the calendar, you will be able to get an instant overview of your social media content.
- Awareness metrics: engagement overview, number of interactions per 1,000 followers, top-performing posts
- Campaign goal completions: link clicks, sign-ups, purchases
7. How to manage social media listening
- Monitoring how your campaigns resonate on social media
- Finding out what social media users are saying about your competitors
- Providing better customer care
- Identifying social media influencers
- Spotting and preventing any brand-related social media crises
- Pinpointing larger conversations your business should join
For example, if your goal is to find influencers through listening, you should start with creating queries related to your campaign topic. Within the query, list relevant keywords, hashtags, and mentions you want to track. Finally, pick the platform you'd like to monitor along with default language and region.
- Campaign monitoring: see what the people are saying about your brand and content and join the conversation to increase engagement
- Competitive intelligence: see how people are responding to your competitors' content, and look into the volume and tone of their responses to draw actionable conclusions you can leverage in your own strategy
- Customer care: keep tabs on the incoming questions and comments, so you can respond ASAP to improve customer satisfaction and enhance brand image
- Influencer identification: understand who's mentioning your brand to be able to leverage their impactful voices to reach new audiences
- Crisis management: spot complaints and negative comments in no-time, so you can prevent conflicts from escalating.
8. How to manage social media influencers
Luckily, with the rise of end-to-end influencer management solutions, this task has become much easier!
Let's take a look at how to build a successful influencer marketing strategy:
- Raising brand awareness. KPIs you should track: volume of social shares, brand mentions, earned media, reach, direct traffic, brand search
- Increasing sales. KPIs you should track: volume of Sales Qualified Leads (SQLs), sold products or services
- Reaching new market segments. KPIs you should track: reach, volume of users other than your usual audience personas engaging with your content, visiting your website, purchasing your products or services, etc.
How to find influencers your audience trusts?
- Use Socialbakers Influencers - skip manual research and let AI provide a selection of top social media influencers that are the best fit for each of your audience personas.
- Use social media listening - find out who's already mentioning your brand or talking about the keywords related to your business or industry. Then, see how well the influencer matches your audience personas to be able to assess if you could strike up a fruitful collaboration.
Step #4: Get to know the influencer. Talk to them about your goals, expectations, campaign ideas and let the influencer do the same. The more campaign details you'll provide, the better your collaboration with the influencer will be.
Get ideas for your next influencer campaign with our blog discussing seven iconic influencer marketing examples.
Learn more about how to start, push forward, and measure your influencer collaboration in our guide!
9. How to manage social media customer care
It also has a direct impact on company's revenue. A study by Bain & Company revealed that when businesses engage with their customers on social media, those customers spend 20% to 40% more money with the companies. This means there's real benefit to including customer service in your regular social media management activities.
How to provide top-notch customer service on social media:
Step #2: Assign roles & responsibilities in your social media customer care team. You can have a designated person for each platform or topic (e.g., technical product-related questions vs. complaints).
It's also a good idea to have one person overlooking all the customer care activities - someone making sure the responses are appropriate and approving the outgoing messages.
Step #3: Create customer service guidelines. Doing so will enable you to keep your responses coherent and aligned with your brand's tone of voice.
Should you appear friendly or professional? Should you reply to questions in the comment section or follow up in a direct message? Should you proactively engage in conversations with your customers, even if they're not directly related to your business? These are some of the issues that a style guide will help clear up.
Step #4: Monitor social channels for brand mentions, comments, and questions. Give answers to a maximum number of customers each day to provide timely help, join conversations while they're still relevant, and spot conflicts before they develop.
10. How to manage social media monitoring and reporting
As more and more money is poured into social media marketing, it's critical to understand the efficiency of this spending and the revenue it generates.
This is exactly where monitoring and reporting come into play.
These two activities give you insight into how the budget you put behind social media is contributing to your business' bottom line. They also enable you to quickly adjust your strategy - the sooner you get your performance data, the faster you'll be able to improve.
Here are the metrics you should pay attention to when measuring different areas of social media:
- Audience analysis: audience size, demographics, interests, behaviors, audience personas (how your personas changed over time, are there any new personas in your audience)
- Content performance: reach, engagement overview, breakdown of engagement types, number of interactions per 1,000 fans, top-performing posts, CTR, referral traffic
- Social media listening: volume and frequency of brand mentions, sentiment, influencers mentioning your brand
- Influencer marketing: overview of influencers best matching your audience personas, their demographics, interests, audience size, interactions, number of posts, and hashtags they're using. If you want to track the influencer's campaign performance, zoom in on their reach, engagement overview, number of interactions per 1,000 fans, CTR, and volume of referral traffic
- Ads metrics: CTR, CPC, CPM, reach, frequency, conversions
- Social media customer care: volume of customer messages, questions, and complaints, sentiment, average response time
This way, you'll get a more complete picture of where you stand and be able to tweak your strategy when necessary.
When it comes to reporting, it's important to maintain a narrow focus, be to-the-point, and make sure your data tells a story.
The right frequency is also significant. The general rule of thumb is that you should report with your team every month, and with top management - every quarter. But to keep close track of your goals, make sure you schedule automated reports to be delivered to your inbox on a weekly basis.
Now, how do you create a comprehensive social media report?
- Who is your report for?
- What is the timeframe of your social media report?
- What is the methodology of your social media report?
Step #3: Benchmark your results against the competition. This step is important because it adds a broader context to your report.
The additional information about how you stack up against your competitors is a valuable hint when it comes to how you can better manage social media. It is also a signal to your managers that you analyze your metrics in-depth by looking beyond just your own performance.
Following the steps discussed in this guide with the help of a comprehensive social media management solution like Socialbakers will allow you to run your digital marketing activities and meet your business goals much more efficiently.
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