What is social media management?
Social media management refers to the phase when content is created, managed, and reported on each social media channel. It includes anything that will enhance and maintain the brand reputation, including maintaining social media posts, responding to users, and strategizing to affect business methods.
Why is social media management important?
Social media is often the most significant way consumers engage with brands. InMoment research revealed that 70% of emerging consumers purchased a new product due to a social signal. If social media management isn’t prioritized, businesses risk losing a key source of customer acquisition. In addition, social media management is an element of online reputation management. Social media profiles are often the first line of defense in managing brand reputation, and they provide direct influence on consumer responses.
Benefits of social media management
1. Increased brand awareness
Social media and content management can increase brand awareness. One study found that 56% of marketers said awareness improved in the first year. The most successful social media sites are TikTok and YouTube.
2. Increased traffic
Through effective social media management, consumers will be driven to your brand. Facebook, Instagram, and YouTube are the biggest contributors to increasing business website visitors.
3. Lead generation
The more a business manages its social media, the more leads the business will generate. Studies have shown that concerning lead generation, there is a jump from 44% in the first year to 66% after three years of successfully managing social media.
4. Customer loyalty
The longer a business manages its social media, the better it is at increasing customer loyalty. Most businesses that have used social media for over a year state that social media increases customer retention and engagement.
5. Revenue Growth
Businesses that have used social media for over three years reported a positive effect on revenue growth, which relates to managing social media as opposed to the traditional growth factors of a business.
Creating a social media management strategy
1. Conduct a social media audit
A social media audit helps assess current performance across platforms.
How to Conduct an Audit:
– List all owned social accounts.
– Record basic statistics (follower count, account age, responsible team members).
– Check branding and tone consistency.
– Review bios and contact details.
– Analyze link functionality.
– Identify top-performing content.
This review provides insights into what’s working and areas for improvement.
2. Perform competitor analysis
Studying competitors’ social media presence offers valuable insights.
Steps to Conduct Competitor Analysis:
– Identify similar products and services.
– Analyze competitors’ social media accounts.
– Use tools like Google Trends for additional insights.
– Conduct searches using customer queries like “near me.”
By conducting a detailed social media competitor analysis, businesses can identify market gaps, optimize their content, and improve customer engagement.
3. Set social media goals
Establishing clear goals ensures measurable success.
Examples of Social Media Goals:
– Increase Brand Awareness: Measure via followers, post impressions, and mentions.
– Generate Leads: Track conversions and downloads.
– Boost Revenue: Monitor signups and purchases.
– Drive Website Traffic: Measure social media-driven visits and clicks.
Avoid focusing solely on vanity metrics (e.g., likes) without assessing actual conversions and business growth.
4. Understand your target audience
Identifying and understanding the target audience enables tailored content creation.
Steps to Define Your Audience:
– Use platform-specific audience insight tools.
– Determine the most active social platforms.
– Conduct customer surveys.
– Develop buyer personas based on demographics, income, hobbies, and interests.
5. Choose the right social media channels
Selecting the right platforms is crucial for engagement and conversion.
How to Identify the Best Platforms:
– Create customer personas.
– Research competitor activity on different platforms.
– Analyze hashtag usage and industry trends.
For example, B2B companies may find LinkedIn more effective, while visually driven brands may benefit more from Instagram or Pinterest.
6. Define content topics and categories
Developing content pillars ensures consistency in messaging.
Key Content Categories:
– How-To Guides: Educational content.
– Industry Trends: Latest research and insights.
– Customer Stories: Testimonials and reviews.
– Engaging Questions: Encourage interaction.
Understanding audience pain points helps tailor content effectively.
7. Establish a posting schedule
Consistency is key in social media management.
Creating a Content Calendar:
– Set publishing dates and times.
– Specify platforms (Instagram, TikTok, Facebook, etc.).
– Define post formats (reels, stories, blog links).
– Write captions and include hashtags.
– Assign visual assets (images, videos, GIFs).
Using scheduling tools like Planable ensures timely posting and organization.
8. Define your workflow
The presence of a workflow will assist in moving content through the approval and review process.
Benefits of an Efficient Workflow:
– Timely content creation and publishing.
– Brand consistency.
– Error-free and optimized posts.
– Clear accountability within the social media team.
Conclusion
Social media plays an increasingly critical role in building brand awareness, engaging customers, and driving revenue. A structured workflow — including a social media audit, competitive analysis, shared goals, audience insights, and platform selection — provides the foundation needed to use social media effectively as a business function. By establishing a disciplined approach to social media and workflow management, brands can not only streamline operations but also turn engaged followers into loyal advocates.
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