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Social Media Management Guide

The ultimate social media management guidebook.

Master the basics of social media management with our complete guidebook and boost your skills today. Learn exactly how to manage social media like a true professional today.

Social Strategy
Social Strategy

Learn how to make a social media strategy for your business that drives traffic, and attracts new potential customers and revenue.

Social Monitoring
Social Monitoring

Learn how to properly monitor your social media channels.

Content Creation
Content Creation

Learn about the tools that will make creating content easier.

Social Reporting
Social Reporting

Learn how to prepare useful reports and conduct data analysis.

Getting started with social.

With this guide, you will be able to successfully manage social media accounts/profiles and devise successful marketing plans for your business. The role of a social media manager in today’s digital world is ever-changing. From managing various social media profiles to planning our content reports and going through analytics, a social media manager is always handling multiple tasks. 

We highly recommend that you take the time to go through our guide and take the time to invest in your knowledge od social media while finding out what successful brands have been doing right this whole time with their social media strategies.

What is social media management?

Social media management encompasses all tasks that are integral in the execution of a social media strategy. This includes analysing social media audiences and developing customised strategies, tailored to their specifications while creating and distributing content for social media channels. In addition, it includes the monitoring of online conversations, collaboration with third parties, and actively engaging with the communities of those audiences.

To successfully manage social media accounts you need to have a good content strategy. This includes all the creative efforts needed to bring your ideas to life in the form of a social post. In addition, all administrative tasks (including content writing, graphic design, strategy and more) must be assigned to a specific member of your team that has the knowledge and expertise to produce the required outcome. Once the content is ready for distribution to the social channels you need to ensure that the audience you target is the correct one, all while staying within your marketing spending budget.

What are the daily tasks of a social media manager?

Social media management has evolved into a complex and multi-faceted role that assists businesses to meet their highest goals.

A social media manager's job is not just about sharing content on their business pages on social media. There are a host of daily activities that have to be performed to become a successful social media manager. A social media manager’s typical day-to-day duties include:

  • Creating a social media strategy
  • Creating Content (writing copy/text, sourcing imagery, filming videos, designing social posts)
  • Finding the best days and hours to post
  • Releasing/scheduling posts
  • Responding to comments and feedback
  • Handling analytics and insights
  • Monitoring the success and popularity of the channels and adjusting the strategy
  • Preparing reports for management 

Importance of effective social media management.

Social media channels hold immense potential for businesses. Businesses can leverage social media channels to successfully achieve their objectives across the marketing funnel, from raising brand awareness to increasing store visits, to leading to successful conversions.

To accomplish this, businesses need to have efficient and effective social media teams. The more targets you want to achieve through your social media campaigns, the more people dedicated to managing your social channels you are going to need. Eventually, this will lead to building complex marketing plans and an effective social media management process. Below is a list of factors to consider when drafting an efficient social media management process:

  • Cost: Social media is a cost-effective way of marketing. Utilising various social media networks, posting content, engaging with the audience, and more is free of cost. Even social media promotion gives a valuable way for any business for reaching its audience and building a community around it.
  • Reach: Social media management is a must for businesses in today’s digital world. From Facebook to Twitter, all social platforms can help connect you with users across the world. You can also use social media platforms, like Pinterest and Instagram, to reach niche audiences.
  • Performance: It is important that you track how your social media campaigns have been performing, the rate of engagement you have received, the content that has been shared and what kind of processes are in place to help you track your progress via key performance indicators (KPIs). Via social, businesses can build their brand and even generate leads and increase sales.
  • Followers: Gaining followers to your social media channels to key to reaching your prospective audience. You need to ensure that you have a steady growth rate over time and that you continue to serve up relevant and engaging content. The amount of followers is sometimes not enough, as sometimes followers do not equal customers. The focus of your social media strategy should not only be on increasing the follower count, but also on optimising your campaigns to lead to high rates of conversion within the followers that you have already acquired.

Devising a social media strategy.

Learn how to make a social media strategy for your business that drives traffic, and attracts new potential customers and revenue.

A social media marketing strategy is a summary of all the content your business will share on social media networks, the responsibilities of your social media team, and the social media channels that you will utilise to promote your business. 

Many businesses in today’s digital world use social media to connect with their customers, provide support, promote new products and features and advertise special offers. Strategies differ depending on the brand’s positioning voice, target audience demographics, and social media platform capabilities. When you develop your business's social strategy, considering the above factors will help your message reach the right audiences in the right format, and therefore lead to successful conversions.

Many social media managers find creating a successful social media strategy a bit difficult. There are so many channels available, and they’re constantly adding new features that you need to learn and integrate into your strategy. If you don’t have a full-time team of social media experts at your disposal, it’s even harder. But the fact is that your business’s success depends on having a proper strategy that fits your resources and goals. By the end of this guide, you'll be able to develop a social media strategy that will drive traffic and quell that overwhelming feeling you get whenever you open your social media channels.

Social media content creation.

To the outside world, creating posts for social media may seem like an easy task. But, there’s a lot more to social media content creation and than meets the eye, particularly in today’s social media landscape.

Social media content creation is the foundation of every social media strategy. Without content, there is nothing to post, like or share and it is impossible to promote your products or services online.

Creating content for social media can be anything from writing a catchy caption or designing a promotional banner all the way through to designing an integrated campaign with multiple influencers and campaign goals.

For either of these options and more you need a social media content marketing strategy to develop great content effectively, and content creation tools to do so efficiently.

Find out how to build an effective social media content creation process and learn about the tools that will make creating content easier with our guide.

Social media monitoring.

Social media monitoring is an effective process of collecting and identifying brand mentions on social media.

This helps you understand what’s being said about your brand on the internet and more. It serves as a performance monitoring tool that helps brands identify all the possible issues. It also makes sure your products or services can fulfil customers’ expectations. With social media monitoring, you can interact with your customers and provide timely responses to drive engagement and customer satisfaction.

Whenever customers mention your brand, raise an issue, or respond to something you posted, you can reply to them directly. If done right, it will help you improve your customer service and attract new potential customers. In this way, social media monitoring acts as an important part of every social media marketing strategy.

Social media reporting.

A successful social media strategy must be founded on data-driven decisions, while in alignment with the budgets available. It is important to understand the efficiency of your campaign spending and utilise the budgets properly in order to increase your revenue with the lowest available cost. This is exactly where monitoring and reporting come into play.

A social media report offers a means of extracting value from data based on various social networks utilised (Facebook, Instagram, Twitter, LinkedIn, YouTube, etc.) and metrics (follows, reach, likes, growth, awareness, post-performance, engagement, etc.) over various time frames. This provides for a curated collection of data and statistics that can be customised and analysed based on the business’s social media marketing campaigns and goals.

By using social media KPIs can you can track, measure and refine your social media campaigns and help you make informed decisions while maximising the efficiency and utilisation of your budgets. The social media KPIs will provide you with useful information on two main things: a) how social networks have performed and b) what their next steps should be.

With proper monitoring and reporting, you will ensure that your marketing efforts are focused. Knowing the exact scope of data you need to be able to draw actionable conclusions will allow you to measure your performance more effectively. Below are the metrics you should pay attention to when measuring different areas of social media:

  • Content performance: engagement, reach, interactions, link clicks, click-through ratio (CTR).
  • Audience: number of followers/likes, demographics, behaviours, personas.
    Metrics: cost per click (CPC), click-through ratio (CTR), conversions, frequency.
  • Influencers: analysis of influencers' personals and capabilities (audience size, number of posts, engagement and reach overview, referral traffic).
  • Customer care: average response time to comments and conversations, amount of messages received, complaints and more.

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