Social media that started as a way to connect with friends and acquaintances has now become a digital marketing platform for brands across industries. Most of us know about social media strategies but there is another aspect to this as well which is social media management.
Brand managers think that the process of marketing starts with creating a campaign and ends with its analysis! Fair enough. But have you ever thought about managing all that happens between these two actions? *DRUMROLLS* Enter social media management.
Social media management is the process of managing your brand’s social media presence in real-time. Right from responding to comments to handling day to day social media activities for your brand, social media management involves everything. This aspect of digital marketing is extremely important for your business because it impacts the results of your campaign. This process of managing your social media profile helps you understand your brand impression in real-time.
It can be rightly said that without social media management you are just a passive participant in your brand’s social media activities! Brand managers need to see this process as a part of their overall campaign plan.
Let’s kickstart this guide with a quick glimpse of what makes social media management so crucial.
Social media management is like monitoring your brand on social media on a regular basis. This is an ongoing process that starts with creating a campaign and ends with analysis. From publishing content, scheduling it, analysing it to reports, everything falls under social media management. Brand managers, you better take this seriously!
Additionally, managing your brand’s social media also helps you keep a watch on your niche and competitors. The world of social media gets bombarded with content and reactions every second and hence, the job of managing your brand on different platforms is tricky and complicated. Brand managers need to be prompt and far-sighted to get the job done in a logical manner. Simply responding to tweets and comments is not enough to get the most out of this practice!
There are several social media management tools that can help you plan. These tools are specifically meant for the stated purpose and can save you a lot of time and effort. Other than the stated, this practice can help you with the following too-
1. Helps you produce content that matters
Keeping a regular track of your brand’s social media presence will equip you with several content insights. You will come to know what kind of content is fetching you desired results and what is not aligning with your audience. This will help you create meaningful content that matters and brings in the desired results.
2. Helps you manage your spends
Brand marketers often complain of not getting results even after spending on promotions and ads on social media platforms. This can be avoided if you regularly monitor the response on your brand content. This will help you spend wisely on your brand promotions and will also get you required results.
3. Social media management can help you analyse reports better
Analysing a social media report can only be fruitful if you know what’s going on with your content on a regular basis. Being a passive analyst will not give you logical explanations of why a certain metric shows poor numbers or why a particular post garnered the highest views. If you are involved in the process of social media management it will help you understand the results better.
4. Keeps you updated with social media trends
Being actively observant on social media will also keep you updated with the content trends. Be it trending hashtags or a new feature on a platform, it will keep you updated with everything. This can positively shape your content strategies.
Yeah, we know it’s still a lot of work!
Well, to sort out your messed up management plans we have a few crucial social media management tips that will benefit your brand and ease your tasks.
1. Schedule your content posting timelines
When you start managing your brand, the first thing you should do is plan and schedule your content. Create a content calendar and follow the same. Keep a track of weekly posts and analyze their performance. Follow the comments and see if any of them need to be replied to. With this exercise, you will also come to know when is the best time to post content.
2. Keep a track of your social media posts
Posting too much or too little on social media can also be problematic. You need to find the right balance. While monitoring your social media brand pages you can keep a track of your content’s frequency. Brands sometimes post too much and don’t realise it until they start losing followers for the same reason. With the help of regular monitoring, you can gauge the audience behaviour and post accordingly.
3. Interact with users and build a network
A brand on social media attracts all kinds of people. Right from loyal customers to potential customers, your content will receive responses from several people. Responding to the comments and queries will help you build a strong relationship with your users. Users on social media will connect with your brand only if you respond to them actively. This will also give your brand greater visibility.
4. Keep a check on who is following your brand
With social media management, you can also keep a track on who is following your brand on social media. This will help you detect whether your content is attracting relevant audiences. Moreover, it helps you find out if any industry experts or influential personalities are following your brand! Keeping a note of these things is very important to know your brand position in the market.
5. Note any changes in social media platforms
Even a minor change in social media platforms can impact your strategy planning. Be it the launch of a new emoji on the platform or a new filter, you need to keep a track of all the developments. Most social media platforms also keep on updating their content guidelines. Brand managers should know about the guidelines and must curate content accordingly.
Once you start monitoring your brand on social media platforms, it is best to put every important detail together for analysis. This will help you frame effective strategies for your brand. Manually, it is not regularly possible to keep a check on all the aspects of your social media marketing campaign. Worry not! Social media management tools are here to rescue you.
Social media management tools help you monitor and track your brand on social media. Not all tools have the same features though. While some tools help in scheduling and posting, some provide reports on your brand’s social media performance. Here are a few social media management tools that you can use!
1. Unbox Social
Unbox Social provides several solutions for social media management. Right from competition analysis, social media analysis to reports, it provides everything under one tool. Additionally, this tool also provides solutions for influencer marketing and campaign reporting.
With the help of Unbox Social’s competition tracking solution, you can check your competitors across social media platforms. The snapshot of the tool below shows the top-performing posts of each of the brands and gives data on their total interactions too apart from other metrics.
Likewise, Unbox Social also gives you insights into your brand’s social media content performance.
In the image above, you can see metrics for Red Bull’s posts on Facebook. The reaction meter gives you information on how the audiences have reacted on the brand’s content.
CoSchedule is a perfect tool for organizing content. The tool is specially crafted to take away your scheduling and planning worries. The blog calendar on this tool lets you plan, manage, and publish content. Moreover, it also lets you share the same on different social media platforms. Additionally, you can integrate Google Docs, Google Calendar, Evernote and other such tools with it for your convenience. You can get instant clarity on your marketing plan with their marketing calendar and can share progress on the same. The marketing suite helps you see every plan in real-time. This helps brand managers execute better.
3. Sked Social
If your campaigns are majorly Instagram-centric then Sked Social is a must for you. This tool lets you plan, schedule, and analyse Instagram posts and stories. The tool also provides Instagram analytics and reports to tell you the fate of your campaigns. The reports include metrics like the best time to post, audience demographics, and post and stories performance.
Sendible is an extensive social media management tool that lets you plan, publish, collaborate, and analyse. Moreover, the tool also lets you connect to your team members with its dashboard. Monitor your brand on social media platforms, get presentation-ready reports, schedule posts, enhance your content with their content suggestions, and get custom reports with Sendible.
5. Post Planner
Slightly different from the rest of the scheduling tools, Post Planner is a social media management platform that not only lets you plan and publish but also helps you discover relevant content. It goes beyond publishing and helps you find out what kind of content you should create for your brand. It tells you about the top-performing content across the web to shoot up your content strategy!
We hope you are now well-versed with the concept of social media management and have realised its significance in the world of digital marketing. So, go ahead and start monitoring your brand now! Also, share this blog with other marketing enthusiasts.