Managing Your Social Media: The Ultimate Guide to success
It is said that human beings are social beings regardless of personality type, religion or profession. We all have groups with which we identify ourselves, or find a sense of belonging. This innate desire to interact with people is what has led to the rapid growth of social media platforms. This Ultimate guide will help in managing your social media.
Far be it from the truth that social media is only for individuals who want to interact; businesses have also adopted social media usage in their marketing campaigns to attract potential customers owing to the vast number of social media users. With the growth in numbers of people connected to the internet and affordable internet access, the number of social media users is on an upward trajectory.
This trend is promising to both businesses and the ordinary Joe in two ways. To the business, a marketing and advertising platform and to the ordinary Joe, social connectedness. However, there exists a challenge in running these social media accounts in a bid to keep them relevant and up-to-date. It is this challenge that I wish to address by describing how to manage your social media.
What is Social Media Management?
Lyfe Marketing defines social media management as the process of managing your online interactions and content across social media channels like Facebook, Instagram, Twitter, LinkedIn, YouTube, and Pinterest. Well-organized social media channels provide great money-making opportunities. This should be an incentive enough to induce someone into managing their social media channels.
Importance of Social Media Management.
Social networks have an immense business potential. These social media platforms can be leveraged by brands to successfully drive their objectives; from creating brand awareness to increasing store visits.
There are three important steps you need to take to start off on the right foot.
1. Conduct a social media audit:
a. List all your company social media.
b. Analyze key performance metrics such as follower growth, posting frequencies, and post engagement using social media analytics.
c. Organize all the gathered information into a neat social media audit template.
d. Analyze the data and find out what areas need improvement.
2. Pick the right social media platforms:
Having conducted the social media audit, you will come to realize that some platforms work better for your brand than others. In this case, take the time to understand what effort is required for you to get your desired results. Remember that a lot also depends on where your audience is. Say, for example, a majority of your audience are on Facebook, you might want to divert your resources from other channels and focus it on the platform where majority of your audience is.
3. Knowing your social media personas
In managing social media efficiently, analysis of your social media community is very important. The benefits of which include: building stronger customer relationships, boosting social media conversions, and creating relevant content. To achieve this, you can start by segmenting your customers into groups according to their shared characteristics.
Management and Analysis of Social Media Audience Personas.
Analysis of social media audience personas should be the foundation of any social media strategy. Prior to creating any content piece or launch campaigns, there is need to understand your audience on a deeper level. One might ask how to accomplish this. Well, it is pretty straightforward as enumerated below.
Step 1: Using software, collect audience data. The more data you collect, the more accurate and realistic the picture of your audience will be. You can use the platforms’ native analytics or Google Analytics. For information that is not readily available from the analytics tools, you could simply run a poll or do market research. This is useful in getting very specific information.
Step 2: Consolidate your data in order to get a holistic view of your audience and analyze the data in a single spot.
Step 3: Segment your audience according to the different demographics, location, interests and behavior to get a more detailed understanding of your personas.
Step 4: Keep close tabs on your personas and note any changes that occur.
Having analyzed your social media personas, you should have an idea of what direction your content strategy should take. To efficiently manage social media content, you need to:
1. Assign team roles and responsibilities to help improve efficiency. Some of the roles to note are Content Manager, Content Creator and Content Editor.
2. Pay attention to the interests and affinities of your social media audience personas. This will help in creating tailor-made contents for them and thus make this area of social media management more efficient.
3. Determine how much content you need to publish; not too little and not too much.
4. Use a variety of available online content creation tools to create amazing content.
Management of Social Media Listening.
“Social media listening” is the process of identifying and assessing what is being said about a company, individual, product or brand on the Internet. How then should one listen on social media?
1. Pick the right keywords. The keywords will depend on the kind of task you want to complete.
2. Listening and Analysis. Having selected the keywords to track, monitor them using social media listening tools. This data can be used in multiple ways such as campaign monitoring, customer care, competitive intelligence, influencer identification, and crisis management.
Managing Social Media Monitoring and Reporting.
Reporting and monitoring give an insight into how the budget put behind social media contributes to the business. They allow for quick adjustment of strategy depending on the prevailing conditions the business is facing.
These two activities, if carried out with the right focus, will allow one to measure their performance more effectively. Some of the metrics one should pay attention to when measuring different areas of social media are:
1. Audience Analysis: Personas, demographics, interests and behavior among others
2. Content performance: referrals, engagements and reach among others.
3. Ads Metrics and;
4. Social media customer care.
Social media management may seem challenging at first but with the right tools and processes, it shouldn’t be any difficult.
Following the above steps will allow you to run your digital marketing activities more efficiently.