Social media is a great way to connect with your audience, promote your brand, and communicate company news and updates. In fact, 95 percent of companies expect to invest more in social media and 96 percent are developing a social media strategy.
The keywords here are “expect” and “developing.” These words indicate that although many companies may have a Facebook profile or a Twitter page, strategies are always in the works.
Creating a social media strategy can be a challenge, but the challenge makes sense. Social media is new. Social media is intimidating. Social media, no matter what people may say, is fluid. There isn’t a one-sized fits all strategy, especially as new platforms, such as Instagram or Pinterest, seem to be popping up regularly. In conjunction, big players like Facebook, LinkedIn, YouTube, and Twitter are adjusting their tools with changing audiences — which means the way you manage your social media efforts needs to change, as well.
While every company is different, managing social media doesn’t have to be a chore. In fact, in most cases, social media marketing can be handled in 30 minutes a day. Assuming that you start handling your social media duties as your first task of the day, here is a timeline you can follow:
9:00-9:10 A.M: Research trends
Trends are important. They’re how you know what’s going on in your industry, what your competitors are doing, and what people are saying about your product or service. Trends illustrate the ever-changing climate of your space — and what you can do to capitalize on them, particularly on social media.
A good example of this is one that I’ve mentioned before: Oreo during the last Super Bowl. When the power went out in the Superdome, they put together an advertisement that read: “No power? No problem. You can still dunk in the dark.” The cookie company capitalized on a trend, sent it out on social media channels like Twitter, and reaped the rewards (over 15,000 retweets, for example).
9:10-9:20 A.M: Schedule posts in advance
If you spend all day on social media channels, chances are, you may forget to actually post content. Scheduling content in advance allows you to plan out what you’re going to post and where you’re going to post it. Plus, since tons of research has been done on the right times to post on social media, you can sure you’re posting the right content at the correct intervals.
For instance, put together a content calendar that maps out things you’d like to put out there. For example, new blog content, industry news, press mentions, or funny anecdotes.
Plus, it’s what successful brands do: Research by HubSpot indicates companies that automatically publishes their blog posts to social media get 50 percent more leads than companies that don’t. In addition, companies that used a social media publishing tool to schedule their social media posts had three times as many leads as those that didn’t.
9:20-9:30 A.M: Find engagement opportunities
Engaging with your audience is just as important as the types of content you post or the time of day you post it. And, it’s a vital part of the social media management process. Every morning, take the time to engage with your followers, whether they’re new, asking a question, or have a complaint or concern.
This isn’t a once-a-day management tactic, however. You should actively engage with your audience throughout the day.
For instance, Bloomingdales engages while customers shop. Taco Bell talks to customers late at night. Jetblue constantly interacts.
Take the time to find engagement opportunities with your followers, but also maintain it throughout the day.
Bonus: Make social media management a team activity
While the bulk of your social media management can be reserved to your marketing team, it can also be a team activity. Invite other members of your organization to suggest posts, interact with consumers, or come up with shareable content.
Keep this in mind: Everyone needs to be on the same page. From your messaging to your tone, be sure everyone knows what represents your brand and what doesn’t. For example, you shouldn’t see tweets that don’t align with your values. Replies to consumer complaints that don’t match with typical responses may not go over well with your audience. Management should be the same across the board, no matter who’s involved in the process.
Social media management doesn’t need to be a headache. By scheduling your time and maintaining activity throughout the day, you’ll be able to connect with your audience in the correct way. Let me know how you manage your social media channels in the comments below!