Sell, create an audience or just have your own internet positioning. We know it’s not easy to deal with all this. That’s why social media management is so necessary these days.
It’s no use having an up-to-date social network if you, or the person you hire to take care of it, is a ‘post maker’. All social media needs a solid strategy behind it.
How Social Media Management Works
First, social media or social media management?
Social media encompasses social networks. In other words, social media is a technology that makes dialogue between people possible. It can be a blog, forum and even chatbots.
Networks, as a type of social media, necessarily involve relationships between users. People share photos, private messages and other strategies that allow for a greater connection with each other.
Social media management involves multiple skills, such as analytical ability to study what is working on the network in particular, creativity to differentiate yourself, adaptation to deal with different users, among others.
For this, the manager needs to know the proper tools, have the discipline to produce content continuously and a series of other responsibilities.
So, if you’re a digital entrepreneur and you’re already responsible for your customers and/or your company, it’s natural to delegate that media work to a specialized manager — better known as social media.
What does a social media manager do?
Delegating functions is completely normal, especially in the scaling phase of a business. But, often, it is recommended to train or check if the professional is really in line with your expectations. Learn about the main functions of a media manager:
A social media or social network manager has several attributions and, probably, he will start by questioning his client’s objective with social media, which could be, for example:
- Promote the brand;
- Communicate with customers;
- Educate the market;
- Leverage sales;
- Create an audience.
As much as these objectives are similar or related, they guide the strategy which, in turn, directly impacts the types of content that will be broadcast on the channel.
Do market research and/or interviews
Knowing your product and company, social media starts searching for data about your customers, potential customers and competitors.
A business that is on the networks needs to address issues of interest to potential customers. But to know what these themes are, it is necessary to actively investigate.
Social media also identifies the social network these leads are on — in addition to Instagram and Facebook, platforms very common to many businesses.
Also in this initial planning, the language and tone of voice of the publications are defined, as well as the frequency of posting (although there is an ideal number, it must always be adapted to the client’s reality), among others.
Organize the visual identity of the profile
Before starting the posts, a manager must also prepare the look of the profile: choose, together with your client, the colours that will appear in the feed, the style of the profile photo and what will be written in the biography.
It also creates the highlights according to the business. For example: if the brand provides services, highlight About, Feedbacks, Behind the Scenes and others. But if she sells products, it is recommended to have: Promotions, Purchase Details etc.
Create a content map
With this amount of information, in addition to the avatar data, the manager can now create a content map.
It is usually a document, such as an Excel spreadsheet, or task manager app, such as Trello, in which the editorial lines, the networks in which they will be published, the editorial calendar, agendas, directions for stories, live schedules and alike.
Often, this same manager makes or meets with partners to deliver everything needed: arts, texts, videos, nuggets and even advertisements.
The professional who knows how to do good social media management also publishes at the best possible times, interacts with the audience and identifies trends or opportunities to have a growth peak with the help of viral marketing, so popular on social networks.
See foolproof strategies for creating great content:
Analyze and monitor the results
The social media management professional also regularly analyzes the insights, organizes them into a report and presents them to the client.
Without data, all the work is practically useless. It is important to pay attention to the findings of the reports to improve and refine the strategy even more.
Every digital business needs social media management. Even those who have an older audience and think they would not benefit from these media can invest in social networks like LinkedIn or Facebook. The truth is that everyone has some goal, whether it’s selling, communicating or promoting a product.