With so many changes happening within social, from Instagram’s ever-changing algorithm to the decline of Facebook’s reach on business pages, there’s a lot to be confused about. Once you have finally figured out your strategy, in comes a new algorithm that changes everything, leaving you wondering just where to focus your attention and how to manage your social media channels in an effective way, that will give you a good return on investment.
Here are 10 tips to help you manage your social media effectively
1- Social Audit
Social media can be used to reach many different business goals so why are you using social media and what do you want to gain? Get clear on your objectives; this may be different for each of your channels, and think about what you would like to achieve. Whether you are seeking to increase brand awareness, drive traffic to your site, boost sales or build a community, it all starts here.
2- Know Your Audience
The next step is to research your audience. Who are your followers and what do they want to see? It’s important to provide value to your audience so get them involved in the process by asking, through a poll or comment box, for suggestions on what they would like to see. It’s also a good idea to research your competitors, see what’s working well for them, and then put your own spin on high-engagement posts to see if you can get similar results.
3- Choose The Right Channels
There are so many social channels to choose from, sometimes it can be easy to think we need to be on every platform, but that’s not true. Not all channels will work for your brand, and it’s important to research and find out where your target audiences are. You may find that different audiences are on different channels; so will each have a different strategy, but it’s not an efficient use of your time or your content to post on every channel, unless you have proof that your audience is on there.
4- Create An Editorial Calendar
An editorial calendar is a useful tool to help plan and manage the content you post. This can be as simple as a spreadsheet that can be shared between the team. An editorial calendar can encourage you to plan your content strategically by giving you an idea of upcoming events and how that can be worked into your social media content in a way that relates to your brand. It can also help to give you an overview of the different types of content you are posting across the different channels.
5- Provide Value To Your Audience
Play around with different types of content you put out and see which works best for the channels you manage. If you are posting pretty images related to lifestyle, Instagram may be your best bet, whereas if it’s more business related content it is likely to work better on LinkedIn. It’s also a good idea to try and vary the content you put out, so switch still images with gifs or short videos, and see what works best for your audience.
6- Social Media Automation
For the majority of social media channels, it’s important to post at least once, if not multiple times a day. So where do we find the time to create and post every day? This is where automation platforms come in. An automation tool, like Hootsuite, can save a lot of time by allowing you to create, manage and schedule content, across different platforms, all in one place. Automation works, because it allows you to plan and create content at a time that is convenient for you, leaving the platform to push out your content for the time it’s scheduled for.
7- Monitor Activity + Engagement
Once your posts have been scheduled all that’s left for you to do is monitor the activity and engage with your audience. Research has found that the average brand takes around 10 hours to respond; however the expectation of a follower is a response within an hour. This is important to note because you don’t want to push out tweets in the middle of the night, even if it’s considered a popular time, when there’s nobody there to respond. It’s important to engage with each comment, share or mention, and this is where a platform like Hootsuite can really help, by creating a dashboard to keep all comments, mentions and hashtags related to your brand, in one place.
8- Use Analytics To Redefine Your Strategy
It’s important to monitor the posts you put out, and luckily, each social media channel has its own analytics system provided. Using the analytics provided, you can see which posts work well and receive high engagement, and use this knowledge to see which types of posts your audience enjoys and help you to plan future posts.
9- Establish Important Metrics
Whilst likes and shares are great to have, it’s important not to place too much importance on vanity metrics, if they are not resulting in your end goal. Metrics are an important part of establishing Meaningful Social Interaction so rather than just looking at likes, look at the number of clicks to content you have shared, how many people are able to find your content and the total number of engagements when compared to total reach.
10- Seek Relationships Not Followers
It’s easy to think we should be racing to get as many followers as possible, but it’s not the quantity, rather the quality of. Think of it this way, you might have thousands of followers, but what use are they if they don’t convert. Look to build a long-lasting relationship with your followers by engaging and showing the human side to your brand.
As a gift to our readers, we have put together a FREE guide that will help you to optimise your Instagram brand page, so that together with these tips and the guide, you will be setting up your Instagram for success in no time. Download your FREE copy of ‘8 Steps To Setting Up Your Instagram For Success’.