What is social media management? [Guide]

Social Media Management – As a social media manager or an executive we have to live a hectic life. Between creating effective strategy and managing multiple social medias. We must be constantly lookout for new opportunities for marketing growth and report the performance – all under tight pressure. 

If this is not a challenge enough, your social media groups are growing. This means you need solid management knowledge to create efficient workflows and deliver results.
We know things will get bigger. That’s why we’ve created this step-by-step guide that explains how to effectively manage social media – from personality analysis and content creation to listening. Which means you need a solid management knowledge to create or develop effective workflows and deliver results. 

We know things get bigger and bigger. That’s why we’ve created this step-by-step guide that explains how to effectively manage social media – from personality analysis and content creation to listening.

Social media management

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What is Social Media Management?

Social social media management is the process of examining the behaviors of the audience and plan a strategy as per them, developing and delivering contents for social media accounts, observing conversations, cooperate with influencers, providing community services, and observing and measuring, and reporting performance and Return On Investment (ROI).

All of these tasks that were once assigned by businesses are now stepping into the light of corporate marketing strategies.

Why? Because social media offers great monetization opportunities – you manage your social channels in an organized, efficient manner.

Why is is it important?

The business potential of social networks is immense. Brands can use social media platforms to successfully pursue their goals throughout the marketing funnel, from increasing brand awareness to increasing store visits.

But in order to accomplish this businesses need an effective social media team. As much as your goals to achieve in social media marketing you need that much of people dedicated to the channel you are going to need. This surge could lead you to build a complex social media team structure. 

If your managing a large scale business you might have multiple social media teams in different regions and offices of the world, implementing different strategies to meet different targets. 

Now, to ensure maximum value from social media, how do we ensure that all of these people work hand in hand?

Answer: Creating an efficient social media management process.

Social media management

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Managing social media: where to start?

if you are not sure how and where to start optimizing the way you manage social medias – no worries. This were most marketers are also confused. 

To start on the right path, there are 3 main things to be done: 

  1. Perform a social media study (audit).
  2. Determine on the correct  social media platforms.
  3. Identify the behaviors of your target audience.   

Reason for outlining these three tasks:

because these will provide you the fundamental information that will direct your social media marketing efforts in the correct direction. As a result, you will be able to focus all the resources on strategies that work and cut down on those that don’t. 

Let’s have a closer look on each.

 

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Performing a social media study (audit)

A social media study can always increase how you manage social media:

  1. This will give you a brief overview on the effectiveness of your strategy.
  2. This will allow you to find out where you are wasting your resources.
  3. It will show which social channels are bringing more results.
  4. This will demonstrate the impact of social media on your web decisions.

So, how do you conduct your social media health check?

Step 1: List out all the social media accounts, also including those from different regions and belonging to your different sub-brands.

Step 2: Use social media analytics to analyze your key performance areas, such as  engagement (including the average engagement rates for particular months), follower strength, Publishing frequency, top performing posts, most engaging content formats, traffic sources, survey response rate, audience interest, behaviors and demography.

 

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Step 3: Put all that information into a neat social media audit template.

social media audit template

Step 4: Analyze the data and identify areas where improvement can be used. For example, if you find that your involvement is declining, it may be the result of low content quality, inaccurate targeting or incorrect output frequency.

This is the information you need to isolate the flaws in your strategy. From there, you can take the first steps to fix them and make your social media management functions more effective.

Decide on the correct social media platform

Another important aspect of managing social media more effectively is choosing the right site. After you conduct a social media audit, some sites may not work properly for your brand. If so, you need to take the time to understand the effort it takes to get the results you want.

There is a lot depending on where your audience is. During your research, if you find that your audience is mostly on Twitter, but your presence on the platform is not strong, you should obviously try to improve.

Even if your results are not good, if your audience is somewhere else, you can transfer your resources to another channel. But before that, ask yourself the following questions:

  • What are my business objectives (brand awareness, lead creation, internet traffic, transitions, etc.)? Can I achieve my business objectives on stage? How much should I spend to achieve my goals?
  • Can I work efficiently enough to create a positive ROI on stage? Will this amount be enough to justify the cost of marketing on stage?
  • What are the community statistics on stage, and do they match the statistics of the audience I want to reach?
  • Are my target audience on stage and active? Can I reach them effectively?
  • How popular is this site among marketers? How much content do I need to create to stand alone?
  • Is my live competition on stage? How are they? Can I surpass them?

 

Research your target audience

Analyze your social media community while effectively managing social media. There are many benefits to analyzing your followers – including building strong customer relationships, creating the most relevant content and maximizing social media changes.

On the other hand, if you do not do market research in advance, you run the risk of wasting both money and resources as you go down the wrong path.

How to create a comprehensive picture of your social media audience?

Start by dividing your audience into individuals according to their shared characteristics – you can do that using this free customer personality template.

Or, if you want to make your life easier, you can let AI do the work for you.

Your customer’s personalities may be different. For example, you can connect with a group of teenagers interested in sports and a group of 30-year-olds who follow Digiday’s Facebook page and interact with their content.

Stock up on the right social media management tools

Advanced social media management tools are essential to effectively develop, implement and scale your social media marketing strategy.

Here are the things you need:

Top-to-middle-of-the-funnel tools

It is very important to analyze your top to middle funnel audience. This is because those in these positions, sometimes called unknown visitors, may be your customers.

The more familiar you are with these users, the more effectively you can develop them with modified marketing campaigns.

So, which tools will come in handy at this point?

Own social media analysis. The audience data you can get from social media sites is very comprehensive and includes the following:

  • Facebook audience insights: demographics, page likes, locations, activity

  • Instagram insights: 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

Audience Analytics: These enable you to see your Facebook audience grouped into personas based on their demographics, interest, and behaviors. As a result, you can save the 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.

Bottom-of-the-funnel tools

Analyze the base of funnel users, sometimes called known visitors, and use client relationship management (CRM) tools to focus on each area of ​​customer experience (CX).

These will give you a better understanding of the statistics of the people who bought your products, including the touch points of their customer journey and the content at the end of which they pressed the buy button.

Content Management Tools (CMT)

Content creation is an important part of the social media management process – but also a really challenging one. To make your content workflow faster and more organized, try these tools:

Content ideas tools

  • Social media monitoring – discover trending topics online that you can tap into
  • Social media analytics – see what your competitors are posting and get inspired by some of their most successful ideas
  • Audience analysis – understand the content your audience responds to positively
  • Content curation tools – find trending articles online that you can repost
  • Content inspiration – discover thousands of top social media posts that will resonate with each of your audience personas

Content creation tools

Social media editorial calendars

  • 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

  • Content calendar scheduler – access a visual breakdown of your social media content, schedule and review posts (also from mobile!), and have your teamwork on all content-related tasks directly within the calendar

Social media publishing tools

Social media publisher – manage social media publishing more efficiently by posting to multiple platforms with a single click. Plus, you will get precise recommendations on the best publishing times, so you can maximize your visibility and interactions. Below is a look at the best times to post based on data from Socialbakers (now a part of Emplifi).

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