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our designers create social media pages that “tweet” your brand right
A common follow-up question to, “What is social media management?” is about the platforms included. It’s a smart question, as you want to focus your time and resources on the social media networks that offer the most value to your business.
Social media management is the process of creating, publishing, and analyzing content you post on social media platforms like Facebook, Instagram, and Twitter, as well as engaging with users on those platforms. You can streamline social media management with free and paid tools, as well as professional social media management services.
Are you already marketing and advertising your business on social media? Then, you’ll want to set aside some time to audit your existing strategy. With a social media audit, you look at what’s working and what isn’t within your social media campaigns.
Typical steps within a social media audit include:
Your audit will provide immediate insight into your social media strategy. Plus, it’ll offer a foundation for improving your campaigns so you can achieve the results your business wants to see from social media, from more followers to better client satisfaction.
If you partner with a social media manager, they’ll take care of this step for you.
Investigating your audience is a core part of social media management. If your agency — or your company — doesn’t know who your audience is, it makes developing a social media strategy challenging.
Know who your audience is, and you’ll know where to find them online.
That’s critical, as you want to maximize your investment in social media management. By targeting your audience on their preferred platform, you can earn a bigger return on investment (ROI).
As an example, imagine social media marketing for dentists. While one dentist provides pediatric care, another offers implant services. They each operate in the health and medical sector, but they have completely different audiences.
When their social media management services include audience research, these practices ensure they invest their marketing budget and ad spend creating content and advertisements that target the right users, versus anyone that needs dental care.
Invest in social media management services, and you can expect your account manager to ask about your target audience at the start. In some cases, an agency may take the initiative to ask about your target audience when you call to discuss their services.
Next, you’ll decide which social media platforms to use. Time is one of the most valuable resources when it comes to social media management for businesses, so it’s essential to focus your efforts on the networks that matter most to your audience.
While you should have a profile on the top social media networks, like Facebook, Twitter, and LinkedIn, you shouldn’t divide your time between them evenly. Instead, prioritize social media platforms by how much your audience uses them.
You can find which networks matter most to your target market by reviewing demographic data. If you conducted a social media audit, you could also reference your engagement rates to see which networks performed best. Check competitor activity, too.
If you use social media management services, don’t worry. Your account manager will provide platform recommendations based on their research of your industry, audience, and goals.
Before your account manager (or your internal team) can launch your social media campaign, they need to develop your strategy. In most cases, they’ll focus on building a strategy for each platform due to the different roles and uses of Twitter, LinkedIn, Facebook, and other social media platforms.
In addition to considering your audience, they’ll also look at the following factors:
Some of these questions, such as your branding standards and goals, will require your direct input. At WebFX, we’re always curious to learn about your company — it’s that curiosity that lets us create powerful and personalized social media strategies.
When you create or update your social media profiles, making sure they fit with your brand is essential.
That’s why social media management services can also include social media design. This service focuses on creating professional images that capture your brand and make a great first impression on users.
In most cases, social media design will focus on your account’s static images, such as the following:
Once they’ve designed your social media accounts — and you’ve approved of the designs — your social media specialist can start working towards your marketing goals, such as increasing post engagement or driving conversions.
Depending on your business’ goals and service plan, your social media manager may develop an advertising strategy for your company. If you want to earn more genuine followers, as well as encourage user engagement, social media ads are essential.
Platforms, from Snapchat to Facebook, vary in their approach to ads. They feature different ad types, as well as different goals. Facebook, for example, offers the option to create ads for increasing brand awareness, generating leads, earning store visits, and more.
Some other ad features that your social media manager will look at include:
These are all critical factors that influence the success of your advertisements. You may create an ad with a compelling CTA, but if you target it to the wrong audience, you won’t see the results you expected.
Before launching an ad campaign, you should have the chance to review and sign off on your ads.
Another deliverable included in most social media management services is a content calendar for each of your social media accounts. This calendar serves as a reference point for you and your professional social media management team.
In your content calendar, which will include the current month, you can view scheduled posts for your social media accounts. These posts may include company announcements and holiday tidings, as well as shared content, such as a blog post from your website or an image from a client.
Before publishing these posts, your social media manager will likely request that you review and approve all the content. While this requires some effort on your part, it guarantees that the only content that goes live is the content you want.
A social media specialist does more than build a content calendar for your company — they also create the content in it. In some cases, they may oversee every aspect of content creation, from developing the topic to writing the copy to selecting the media.
To create the best possible content, however, many social media specialists will work with graphic designers and copywriters. The result is a piece of content that resonates with users and accomplishes your company’s goals.
If your calendar includes content from a third party — maybe you’re sharing an influencer’s blog post that mentions your product — your social media manager will ensure they have the appropriate link and caption to share on your social media accounts.
A day-to-day responsibility included with many social media management services is interacting with your followers and commenters. For many businesses, this service is invaluable as it has a direct impact on brand awareness and brand loyalty.
As a part of this service, your social media manager will adhere to your brand and company standards when engaging with your followers. They’ll also respond to users that leave negative comments, such as about a bad experience.
For social media users, your company’s interaction with them demonstrates that you care. In many industries, that will set your business apart from your competitors. It can even become a selling point for consumers, especially since more than 65% of people use social media for customer service.
A critical part of social media management is monitoring the performance of your efforts. That’s why your team of social media specialists will track the performance of your ads, as well as creative content, and share those results with you.
With MarketingCloudFX from WebFX, we make sure you can see the performance, as well as the returns of your investment. This proprietary application, which IBM’s artificial intelligence software powers, also offers numerous other useful tools for your digital marketing efforts outside of social media.
When you invest in social media management services — or any digital marketing service — it’s essential that you partner with an agency that not only monitors the performance of your social media accounts but also reacts when that performance drops.
You want a partner that develops an action plan for improving low performance too — not someone that excuses it. Adopt this mindset, and you’ll find the best agency for your business. That kind of partnership leads to better results and a better ROI.
On average, companies spend ₦20,000 to ₦100,000 per month on social media management. This investment includes building and maintaining a social media marketing and advertising strategy, as well as a monthly ad spend and tool subscriptions.
Depending on your business, you may have higher or lower social media management costs. You can use this price range, however, to establish a realistic budget for your social media marketing and advertising strategy.
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