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How to Manage Your Social Media Profiles

05Feb, 2020

As a social media manager, 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 and pressure.

This means you need a solid management know-how to build efficient workflows and deliver results.

What is Social Media Management?

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, reporting on social media performance and ROI.

Why is an Efficient Social Media Management Process Important?

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.

The more goals you want to achieve through social media marketing, the more people dedicated to this channel you’re going to need.

How do you manage Social Media?

To be able to start off on the right foot, you need to do four important things:

1.Conduct a social media audit:

List all of your company’s social media profiles, including those from different regions and belonging to your different sub-brands. 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. 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.

2.Decide on the right social media platforms:

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.

3.Analyze your target audience:

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?

Start off by segmenting your audience into personas according to their shared characteristics – you can do that using our free customer persona template. 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.

4.The Right Social Media Management Tools:

i.Content management tools

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 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.

ii. Influencer collaboration tools

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:

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.

iii. Social media analytics tools

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:

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.

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.

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