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.
Social media management is the process of analyzing social media audiences and developing a strategy that’s tailored to them, creating and distributing content for social media profiles, monitoring online conversations, collaborating with influencers, providing community service, and monitoring, measuring, and reporting on social media performance and ROI.
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.
The business potential of social networks is immense. Brands can leverage social media platforms to successfully drive their objectives across the marketing funnel, from raising brand awareness to increasing store visits.
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.
If you’re not sure how to begin optimizing the way you manage social – don’t worry. It’s something many marketers are confused about.
To be able to start off on the right foot, you need to do three important things:
Why did we outline these three tasks in particular?
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:
A social media audit can largely improve how you manage social media:
So, how do you go about performing your social media health check?
Step 1: List all of your company’s social media profiles, including those from different regions and belonging to your different sub-brands.
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.
Step 3: Put all that information into a neat social media audit template.
Step 4: Analyze the data and identify areas that could use improvement. For example, if you see a dip in your engagement volume, it might be a result of low content quality, inaccurate targeting, or wrong publishing frequency.
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.
Learn more about conducting an insightful social media audit in our blog!
Another important element of managing social media more efficiently is picking the right platform.
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:
If you need help picking the right platform for your business, here’s a little cheat sheet:
Analyzing your social media community is everything when it comes to managing social media efficiently. There are plenty of benefits to analyzing your followers – including building stronger customer relationships, creating more relevant content, and boosting social media conversions.
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?
Or, if you want to make your life easier, you can let AI do the job for you.
It’s likely that your customer personas will be diverse. For example, you can have a group of teens interested in sports and a group of 30-year-olds following Digiday’s Facebook page and interacting with their content.
Having this information will allow you to make a better use of your resources by concentrating on doing what works best with your community.
Need help analyzing your target audience on social media? Check out our guide!
Advanced social media management tools are essential to building, executing, and measuring your social media marketing strategy effectively.
Here’s what you’re going to need:
Knowing your buyer personas is one of the pillars of efficient social media management. That’s why it’s so important to have the right tools to analyze the social media community around your brand.
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.
Analyzing your top to middle of the funnel audience is especially important. That’s because people at these stages, sometimes called “an unknown audience,” are your potential customers.
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:
Socialbakers Audiences. Socialbakers Audiences enables you to see your Facebook audience grouped into personas based on their demographics, interest, and behaviors. As a result, you can save time you’d have to spend on manual audience research.
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.
To analyze the bottom of the funnel users, sometimes called a “known audience,” use Customer Relationship Management (CRM) tools.
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:
Content ideas tools
Content creation tools
Social media editorial calendars
Social media publishing tools
Keeping tabs on online conversations around your brand is crucial to understanding the real impact of your campaigns that goes beyond just likes and comments.
Managing influencer relationships is a relatively new addition to social media managers’ scope of work. Yet, it’s also become one of the most important tasks on their to-do lists. Here’s how you can effectively manage influencer marketing-related activities:
Social media is a go-to channel for many customers to express their opinions or ask questions about your business. To be able to manage all the incoming messages, you might need:
Monitoring social media performance is critical to understanding the impact of your campaigns, identifying the most successful tactics, and fixing the shortcomings – which is why it’s so important to have the right tools:
You will also be able to see how you compare to your main rivals in terms of these metrics to find out who’s ahead of the game. And to add even more context to your performance, you can benchmark your ad spending and video strategy effectiveness against your industry, region or country.
As mentioned before, analyzing your audience personas should be the foundation of your social media strategy. Before you create any content piece or launch campaigns, you need to understand your community on a deeper level.
How do you go about managing and analyzing your buyer personas?
Step #1: Collect audience data. Use the data sources listed in the previous section – the more information you have, the more accurate picture of your audience you’ll be able to build. Ideally, you’ll be using software that aggregates multiple audience data sources, saving you time and manual labor.
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 #2: Consolidate your audience data. It’s likely that after you pull the data, it will be scattered and difficult to read. To get a holistic view of your social media community, you need to bring all the data together and analyze it in a single spot.
Step #3: Define your audience personas. Your social media audience is diverse: there are groups sharing different demographics, location, behavior, interests, and content preferences. 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.
Once you’re done with analyzing your audience personas, you should have an idea of the direction your content strategy should take.
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:
Step 1: Assign team roles and responsibilities. This step is critical to improving your efficiency, whether you’re an agency or brand with multiple offices around the world.
To produce content efficiently, you should have the following roles on your team:
It is also necessary that you have a structured approval process in place. With the sheer amount of content you need to produce, it’s easy to get bogged down by unclear procedures. To ensure that no post gets stuck in a line, manage all your content in a single system.
Step 2: Leverage data on your social media audience personas. Pay attention to their interests, content preferences, and influencers they follow. This information will help you focus your efforts on creating tailored content, making this area of social media management much more efficient.
Remember that the more personalized your social media content, the more effective it is in driving your business objectives.
See our guide for step-by-step instructions on how to personalize your social media marketing activities!
Step 3: Round up content ideas by looking at the competition, utilizing social listening to monitor and join online conversations, analyzing your personas’ content preferences, curating interesting articles or using a Content Inspiration tool.
Step 4: Determine how much content you need to create. Obviously, you don’t want to put out too little and disappear from your audiences’ newsfeed or publish too much and appear like spam.
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?
How often should you post on other social media platforms?
Step 5: Create amazing content using a variety of available online content creation tools that we discussed before. Pay attention to formats that work best on each platform:
Learn how you can make the most of the video format on Facebook with our guide!
Step 6: Set up a social media editorial calendar. You can do it using some of the tools mentioned before, such as Google Calendar of free templates.
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.
Step 7: Monitor your content performance and report on it. Tracking how your posts resonate with your personas allows you to identify the most effective elements of your campaign, and focus your resources on replicating them in the future.
Here are the metrics you should be tracking:
You can get an instant overview of these metrics with customizable dashboards in Socialbakers Suite. And to keep your team in the loop on the latest data, leverage automated reports that are sent straight to the team members’ inboxes as frequently as you need.
Social media listening is an important element of the social media management process. If done on a regular basis, it can help you complete multiple tasks, including:
How should you listen on social media?
Step 1: Pick the right keywords. Depending on the task you want to complete, you’ll need to pick the right words you want to hone in on.
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.
As a result, you’ll be able to see an overview of key influencers.
Step #2: Listen and analyze. After you select the keywords you want to track, use a social media listening tool to start monitoring them. You can use the data you’ll get in multiple ways, depending on the objective:
Make sure you look into the sentiment of your keywords or brand mentions. This will help you understand the context of discussions around your brand and provide more informed responses.
Not that long ago, managing influencer relationships was the job of PR agencies. However, with the increasing popularity of influencer marketing (growth of 198% in 2017), collaborating with influencers became an inherent part of social media management.
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:
Step 1: Define your goals and KPIs. Some of the most popular influencer marketing goals include:
Step 2: Find the right influencers for your audience. You shouldn’t work with someone just because this person is hugely popular or has worked with multiple international brands before. Instead, focus on finding someone who is the right match for your audience, even if they’re niche.
How to find influencers your audience trusts?
Step 3: Understand the performance of the influencers. To ensure you’re partnering with someone who’s not only the right match, but also effective, review their performance using analytics. Pay attention to metrics such as engagement, follower growth, and promoted posts efficiency, which will give you an idea of the influencer’s effectiveness.
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.
Find out how to develop successful relationships with social media influencers here.
Step 5: Work on content strategy. Many marketers make the mistake of forcing influencers to leverage certain content formats, topics or publishing frequency. In reality, though, it’s the influencers who should be deciding on the final shape of the campaign. After all, they know best how to engage their audiences in a meaningful way.
Get ideas for your next influencer campaign with our blog discussing seven iconic influencer marketing examples.
Step 6: Measure your performance. To find out how effective your influencer collaboration is, you need to closely monitor your performance throughout the campaign. Don’t forget to compare the ROI of your influencer campaign to the ROI of your other digital marketing activities – it will allow you to estimate how cost-effective your influencer collaboration was.
Learn more about how to start, push forward, and measure your influencer collaboration in our guide!
Excellent customer service on social media is key to acquiring and retaining a loyal, engaged audience.
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 1: List the platforms where your customers are reaching out to you most frequently, so you can focus your time and resources on managing these channels.
Step 2: Assign roles and 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.
If a crisis does escalate, though, keep calm and read our article on how to handle negative comments on social media.
Step 5: Report on your performance. Just like with other social media marketing activities, customer service is something that should be frequently reviewed. Reporting on your customer care performance in terms of types of queries you’re receiving or average response time will allow you to identify gaps and fix any shortcomings.
Any successful social media strategy is founded on data-driven decisions – also ones regarding financial investments.
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.
Proper monitoring and reporting are all about the right focus. Knowing the exact scope of data you need to be able to draw actionable conclusions will allow you to measure your performance more effectively.
Here are the metrics you should pay attention to when measuring different areas of social media:
In order to add depth to your monitoring, you should compare yourself to the competition – for example, in terms of follower growth, engagement, or efficiency of social media investments.
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?
Step 1: Define the variables of your social media report. Before you start creating a report, you need to answer 3 important questions:
Step 2: Choose the right metrics for your social media report. Think about the story you want to tell and metrics that best reflect the impact of your social media activities.
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.
Step 4: Benchmark your results against the country, region, and industry. This way, you’ll be able to understand if any performance changes affect you alone, or if they’re a result of a broader event, such as a seasonal traffic increase or newsfeed algorithm changes.
Managing social media might seem challenging – but not if you have the right processes and tools in place.
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.