5 Habits Of Highly Effective Social Media Managers
Written by Luke Glassford
“The key is not to prioritise what’s on your schedule, but to schedule your priorities.”
(Steven Covey: The Seven Habits of Highly Effective People)
In today’s world, social media management is an integral part of any business marketing strategy. It can help drive customers to your brand’s platforms, or if you lack consistency in your message and your posting schedule, it could also see them disappear overnight.
For many small business owners trying to juggle all elements of their company, social media management is not their first priority; it does not register with most people starting out. You have too much to juggle and not enough time, which is entirely understandable. You quite rightly want to focus on the value-adding elements of your business, but that really should include managing your message professionally and effectively on social media platforms.
Effective social media management does not happen overnight. Unfortunately, it is something that needs to be nurtured, positioning your brand in the right way to gain momentum.
Naturally, however, many still tend to focus on more traditional avenues, and if you had started your business ten to fifteen years ago, that would have been a success. However, to do this now, you are leaving a significant gap in the market for fellow business owners to swoop in and take the lion’s share of your customer base.
“A large social-media presence is important because it’s one of the last ways to conduct cost-effective marketing. Everything else involves buying eyeballs and ears. Social media enables a small business to earn eyeballs and ears.”
(Guy Kawasaki, Canva)
Before looking at managing your brand’s online presence effectively, it is crucial to fully understand the role of a highly effective social media manager. You can then decide whether it is something you have time to do or whether employing someone to run this element of your business would be more beneficial.
What can you expect from a highly effective social media manager?
Good social media managers are task-driven go-getters that keep abreast of all new trends and current affairs, making sure that your company stays up-to-date visibly.
Therefore, if you are looking to recruit for a social media role, you need to make sure that they can:
- Create and manage a social media calendar in a timely fashion, reflecting your brand’s message
- Schedule posts at effective times to make sure they reach your audience
- Curate new content, remaining up to date with market trends and competitor insights
- Engage with your audience, using a voice that is appropriate for your brand
- Review analytics and provide updates on what is working well and what may need to change
- Connect with other like-minded individuals and other organisations that could help your business grow
- Optimise content using keyword and SEO analysis
As you can see it is becoming a highly-skilled arena for individuals, and this job market is growing rapidly. However, to begin with you may wish to develop a social media presence for yourself, and if you do, there are a few things you need to consider.
How to effectively manage your social media posts
We've outlined the top 5 habits of effective social media managers below to help you manage your businesses social media activity.
1. Plan your message
Before you even post on any platform, you need to sit down and plan what it is you wish to say. Think about the messages you wish to deliver and the tone you want to set.
So often, business owners post on social media sporadically without actually thinking about the message it is giving to prospective clients. They appear clumsy and rushed.
Successful businesses, however, have a clearly defined message that is regularly updated.
Next step is to decide what platforms are right for your business. Not every platform will work for your business. Each platform has a different audience.
Begin by thinking about your desired audience, who they are, what they do, and which social media platforms they spend their time on - and start there. You can continue to expand later, but don’t overcommit too early on.
Once you decide which platforms to focus on, you then need to plan how regularly you post and what you will say. Random updates are great when done correctly, but you still need to give people clear direction and meaning.
You also need to think about how you will create a thriving community. Social media cannot work if you simply dump information online and hope it will attract readers. You also need to curate an audience willing to communicate with you online, creating a relationship with your readers that will continue to grow over time.
2. Manage time effectively
Successful social media managers will openly tell you they do not spend all day online.
Social media can quickly drain your energy and time; therefore, you need to monitor the time spent on these activities.
Create a habit-forming environment where you sit down for a short amount of time each week and plan the upcoming content. Many valuable tools can help schedule your material, removing the burden of always being online at the right moments to remain consistent.
For example, should you decide to focus on Facebook, within the platform itself, there is a scheduling tool available to all page owners.
For those looking to utilise Twitter as a medium for potential customers, Hootsuite and TweetDeck are handy tools that help with scheduling. They can also provide analytics on how your community is growing.
For those looking for more visual, image-based social media outlets, both Instagram and Pinterest are fantastic and, when used correctly, can generate huge followings.
For Instagram, Planoly is a great tool. Although you still need to be present to post your content, you can plan and set it up ready to go, creating captions and storing hashtags. While for Pinterest, Tailwind is a firm favourite amongst highly effective social media managers because you can schedule weeks, if not a month’s worth of content, in one sitting.
3. Review analytics regularly
This may sound like a time-wasting activity, but without reviewing your results regularly, you will not be able to improve your social media visibility. There is no point in posting on social media if your content is never going to be seen by others.
Each platform offers weekly Insights for business accounts directly on the platform. This includes information on who your audience is, when they are active, and where they come from so you can schedule your posts accordingly. Reviewing your analytics will also help you determine which posts perform better or get higher views than others so you can tailor your content plan. For detailed analytics about how your social media connects to your web traffic, use Google Analytics.
4. Engage with the community
Your social media engagement strategy is vital to the success of your business, especially if you are hoping for some digital traction. No one wants to be online 24 hours a day, consumed by comments and chatter, detracting you from other value-adding tasks. However, to retain your audience, you will need to keep the conversation open - in the social sense online - to gain their feedback and consider their thoughts for future products and solutions.
Without this, you may as well post nothing at all.
Taking 15 minutes daily to actively engage with your audience and community makes a world of a difference. Not only does it reinforce a message of your participation in the community and a reminder of your business, it also works to your advantage with the platform algorithms. While all this may sound daunting, outsourcing your engagement to a trusted team of growth hacking and SEO experts is a readily available option.
An added benefit to investing in community engagement is becoming good at ‘social listening’. You need to be aware of what is trending online and how to relay this to your followers, if it is relevant to your business needs, and effectively update your posting plan to include “trending content”.
5. Share the workload
Social media management can be overwhelming to say the least! It involves wearing several hats all at once and working around the clock.
It is also a crucial element to business success in the digital world. Investing in a dedicated social media person within your organisation or through an agency is the most effective way to manage your social media without constantly wanting to pull your hair out. These are people that have honed their skill set and focus on making your social media platforms work for you.
There are only so many hours in the day, and your mental health is at the core of your business sustenance. Remember to breathe!
Want to know more about how Gambit Partners can help your business develop and implement an effective social media strategy? Book a complimentary consultation call today:
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