What is Social Media Management? A Guide for 2022

Now people are on social media more than ever.  Active social media users have passed the 4.55 billion mark and the average daily usage of social media is 2 hours and 27 minutes.

Because of the vast use of social media, social media channels are a critical part of building brand awareness, interacting with customers, driving traffic, and even selling. 

With the various roles social media plays, it’s important for organizations to have Social Media Management, after all, it has created an unprecedented opportunity for organizations and brands. 

Social Know How has been tapping into the power of social media to help various organizations in the GTA, in this post we will share what is essential for social media management, what platforms to use for your brand, and finally the importance of planning. 

Let’s Start 

What is Social Media Management? 

Social Media Management is a branch of social media marketing, the management part consists of planning, crafting, and publishing content on social platforms. But it goes beyond this, it also involves regular profile audits and audience research. 

A social media strategy using social media platforms can build awareness, generate leads and sales and it’s a crucial part of a great digital strategy because it explains how your brand or organization will participate (content publishing, rules of engagement, etc,) on social media to produce results.

The Process of Social Media Management 

Social media requires a cohesive process to ensure interconnectivity with your customer, your content and your company. 

Simply sharing links to your content is not enough for results. Let’s look at a social media management plan: 

Strategy Creation: It’s important to map or plan your social media goals, what steps you will take to achieve them, a timeline, and metrics to measure your progress. 

Inbound Engagement Monitoring: This involves responding to comments, questions and interactions with all social media content profiles. This requires managing and continuing conversations with fans of your brands. 

Analytics Monitoring: Metrics are important to ensure results and social media platforms have evolved to include them. You can monitor important metrics on your chosen platforms, such as engagement metrics (likes, shares, and comments), impressions, and click-through rates (for ads). 

Why Your Business Needs Social Media Management 

Currently, one-third of internet users say that social media is where they learn about new products and services.

Business owners and marketers know that Social Media is important however when diving into the realm of social media it becomes evident that there are several elements that need to be navigated and implemented in order to succeed on social platforms. 

For example, social media management for a small business would require the creation of an encompassing strategy, post and schedule high-quality content, responding to customer comments, engage with users and setting up paid advertising campaigns. 

Given the high percentage of people who encounter new brands and become loyal to them via social media platforms, social media management is essential for businesses. 

How to Choose the Right Social Media Platform for Your Brand

There are quite a few social media platforms and they are all quite different. These platforms can appeal to different audiences. For example, TikTok is a fast-growing video-based social media platform and 41% of users are between the ages of 16 and 24. Therefore, you need to keep this in mind when deciding which platform to use. 

An accounting SaaS, for example, would look at different platforms other than TikTok to build their brand. LinkedIn is a professional social media network where people turn to for insights on business, including thought leadership content would work best. 

To determine whether your buyers are on a certain social media platform, it important to gather your personas and access each platform. Create an account and begin searching for users, hashtags, questions and content related to your industry. Collect your findings, and build a case for whether you should invest time on that social media platform. If you find that a particular social media platform doesn’t have the audience you are looking for, then move on to the next. 

Creating A Social Media Strategy 

Once you have decided what platforms to use, you should create a blueprint for what your brand or organization will do on social media. 

Types of Content to Produce 

The content you produce will be based on who your audience is and what they are interested in. 

Did you know that: 

  • 7% who may need your product but haven’t started searching options
  • 30% who don’t have an urgent desire to purchase it right now
  • 30% who don’t have a need and aren’t interested in your marketing
  • 30% who aren’t the perfect customer because they don’t align with your brand

Understanding this will help with creating content that addresses each buyer. This entails creating content to help people transition from “not interested” to “ready to buy.” 

How Often to Publish Content 

Your content schedule should be a roadmap for what content is to be published and when. Having one will make things easier.  The content schedule should include content that you’ll share on social media. If you are sharing through multiple channels, it should cover each account, type of content, date and time. 

There are social media applications that can help. For example, Loomly offers a content calendar. It shows all social media content to be published, when it will be published and which social platform account will be used. 

Customer Engagement Approach

Engaging with your audience is a critical component of social media management. This is where you have direct interactions and learn more about the needs and desires your customers have. This is also an opportunity to see how your brand, products and services can help address them. 

Consistency is Important 

Determining what types of content you’ll publish and how often is crucial. You need to take action and do so consistently. Social media is a highly competitive space and your customers are being engaged by brands that are both in your industry and others, all trying to sell your customers something. You’ll need to consistently publish content to stay top-of-mind. Doing so also supports buyers at each stage of their journey to becoming active and ready to spend money with your brand.

Why Choose Social Know How for your Social Media Management 

Social media management is an important component of both a digital and social media strategy. It is a blueprint for how you manage your content and interactions with customers through social media

Some businesses or brands take care of social media management in-house however you stand to benefit from employing an expert social media management team like Social Know How. 

We have the experience of deploying social campaigns and strategies for businesses. 

Tools and software cannot replace the expertise that we can provide for your business or brand. Aligned with a holistic strategy, we can deliver content that speaks directly to your target audience and drives engagement. 

We offer comprehensive Facebook, Instagram, TikTok, LinkedIn, and Youtube strategies and management. We are a full suite of social media marketing and management services dedicated to bringing you results. 

Want to know what we can do for your business? Contact us today for an assessment.

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