Many entrepreneurs love social media, have been using it for years and have a good knowledge of the platforms they’re using. But many of them still struggle to maintain a strong brand presence because they just don’t have time to.
They’re pulled in a kabillion other directions every day and social media is usually the first thing to fall through the cracks.
Sure, they could hire their 15-year-old to post a few things on Facebook every week…
But there’s a ton more to social media management than that!
Posting a few posts each week with pretty images is just the beginning. There’s a lot of strategy, analysis, and testing involved to make a brand’s social media presence cohesive and effective.
A true social media manager, and one that you’ll want to align with, sees all of the pieces of the puzzle and knows how to put them together.
Your social media manager should…
Create a custom strategy
To create a solid foundation, your social media manager should start off by creating a strategy based on your target audience. This strategy should be unique to each platform they’re managing since posting the same thing on Facebook, Pinterest and Instagram is like wearing the same clothes to the office, a wedding reception, and the house party your best friend is throwing.
Have industry knowledge
This is why you aren’t just hiring your neighbour’s daughter’s best friend for the job. You’re doing your homework to make sure you hire a social media manager who knows their stuff. They should have a solid knowledge of each platform they’re working on, including the audiences they appeal to, the ever-changing algorithms, and the content that is native to the platform.
Understand the rules of engagement
They should be motivated to get you results, and must understand that posting tons of promos is actually counter-intuitive! Your social media manager should understand the 80/20 rule – 80% of the time, your posts should add value, and no more than 20% should be posting promos. They should also know how to craft appropriate and powerful calls-to-action to promote engagement.
Create an editorial calendar
Your social media manager should be planning out your weeks and month on an editorial calendar. This is something you’ll have to collaborate on as a team since they will need to know what launches, promotions and themes you’ve got coming up, as well as what content you’ll be creating (ie, blog posts). Your social media manager can then craft posts for your social platform(s) as well as curate content (third-party articles, videos, etc.) that will enhance your online presence and interest your followers.
Create custom content & graphics
A good social media manager will understand what kind of content does well on each platform and will craft posts accordingly. They’ll also create custom graphics for you that will be appropriate sizes and design for each platform.
Provide analysis and reports
How do you know what’s working if you’re not analyzing the data? This is an important role for your social media manager. They should be analyzing weekly and monthly and report on the following:
- Optimal times to post for engagement
- Engagement and reach
Engage with your audience
If you’re going to be on social media, you’ve got to be social, right? So, your social media manager should be engaging with your audience! They need to get conversations flowing by asking questions, replying to all comments, and engaging with your target market.
When we’re crafting custom packages for clients at Lantern, we understand that some business owners want to be in control of this piece so we make it optional and help guide them with tips and tricks if they decide to take the lead on this piece.
The main thing is that no messages, comments or mentions get missed. Being social is crucial to building your business online!
That’s a lot of stuff, right?!
Social media management is, arguably, one of the most misunderstood jobs out there. But it’s clearly a very important one since your social presence really does matter.
Don’t just trust Uncle Ben’s friend who knows a guy.
Do your homework, shop around, and see what kinds of offerings are out there.
And if you’re ready to start shopping, please check out our offerings. We love working with our clients to get their social media in a comfortable rhythm that takes the pressure off.
Have a wonderful day, fellow entrepreneurs! Keep shining that light.