Most businesses today understand the importance of managing their social media as part of their overall marketing strategy. They know social media isn’t “just for Millennials” but a powerful business tool that, when used consistently and effectively, can generate real marketing results (and keep their online reputation in check). However, it’s one thing to talk the talk and another to walk the walk.
Is your business delegating social media management to the wrong person? Like an intern or someone’s son or daughter? Just because they have lots of followers or they grew up fully immersed in social media, doesn’t mean they are well suited to handle your company’s social presence or even understand the ins and outs of social media marketing.
Leaving your brand’s social media to an untrained intern or relative to save money can actually end up being a costly mistake. And for that matter, don’t assume an already busy employee can work such an important job into their day.
Dedicate a Social Media Manager
It makes sense to delegate roles where there is marketing expertise so that there is accountability for your social media management. Depending on the size of your company or your business structure, this could be one individual operating as your social media manager, a small team of people from marketing and other relevant departments working together or an outside third-party partner with vast experience in social media marketing.
Your social media manager needs to:
- Understand the language of each social media platform you are using.
- Be able to provide innovative thinking and fresh ideas.
- Understand your target audience and the type of content that is appropriate and relevant to them.
- Understand your business and know how to position your brand as an industry authority.
- Have sufficient time available to conduct research, planning, scheduling, posting, as well as social listening, campaign analysis and refinement of your social media strategy.
- Have experience managing social media for business, including an understanding of built-in platform tools, advertising options, and best practices.
3 Big Things Your Social Content Needs to Be
Clearly, social media marketing involves more than just finding something to post and publishing whenever you happen to think about it. Your social media manager should be able to deliver content that meets all of the following criteria:
You can’t force people to follow you. The only way to get engagement on social media is to provide content people want. What is quality social content? Content that is carefully planned based on target market research. Your posts should demonstrate a thorough understanding of your industry, but it can’t just be about your company and why you’re better than the competition. Social media users don’t want a sales pitch. High-quality content is not always educational but is always relevant to your target audience’s interests, likes, pain points, and needs.
High-quality social content is also convenient in that users can access it on whatever device they want, interact with your brand (or click to learn more on your website) without issue, and share with others easily.
Part of delivering high-quality content is ensuring it’s optimized for specific social channels. That means considering the right tone—you wouldn’t tweet the same way you’d post on LinkedIn—as well as the right image size that will load properly, optimal character count so your message doesn’t get cut off and other platform-specific details.
Social media updates must be posted on a regular, reliable schedule. A posting flurry followed by two months of no new content on your blog, Facebook page or Twitter profile is not a strategy to build a steady following and keep them engaged. Share too infrequently, and you won’t build any meaningful momentum. Share too often, and you run the risk of annoying your followers.
While research abounds about the “ideal” number of daily or weekly posts you should publish to each platform, marketers may never completely crack the code. There are too many variables— your industry, specific target audience, marketing needs, and even your existing following. However, it’s safe to say that your brand should aim to post or have posts scheduled every day, with multiple daily posts on platforms like Twitter.
When you have resources dedicated to your social media management, your social content is focused on getting marketing results. Do you have specific social media goals? How do those fit into your greater marketing goals and budget? What systems are in place to make sure you’re tracking progress against those goals and making adjustments as needed?
When it comes to social media for your business (or any marketing at that), if you’re not going to do it right, don’t do it at all. Your marketing dollars and online reputation are too important to leave in the hands of a marketing rookie who just happens to have a lot of Instagram followers. Ensure that the person or team responsible for your company’s social media management has the experience and resources to get the results you need.
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