What does a social media manager do?

social media management

The vast majority of forward-thinking companies that want to increase and maintain a competitive edge online recognise the value and benefit social media marketing.

Not only is it a chance to get your brand and business name out there, but it also allows you to produce valuable content at the start of your prospect’s journey.

The idea is to use social marketing to drive traffic back to your website, collector quality leads and boost your sales.

From our research, businesses don’t actually spend that much time online and this is where the competitive advantage comes in, because if you are willing to be the brand that is most active on social media then you’re likely to increase name recognition, become a hub for information in your niche and ultimately increase sales.

That’s why it’s so important to choose the right company to handle your business’s online presence.

As a social media management agency, it’s our job to ensure your business is producing regular and consistent content, publishing that content to the right social media platforms, engaging and interacting with your followers and developing leads from those followers that eventually leads to more sales for your company.

Here are a few things a social media manager or do for you:

  • Planning and goal setting
  • Developing your online reputation and increasing your brand awareness
  • Content marketing
  • Using social media tools such as social automation
  • Produce more leads and sales.

Social Media Marketing for Small Businesses

In the digital era, social media has become a powerful tool for businesses to connect with their audience, build brand awareness, and drive growth. Here’s how we can help your small business leverage the power of social media marketing:

Understanding Social Media Marketing

Social media marketing involves creating and sharing content on social media platforms to achieve your marketing and branding goals. This includes activities like posting text and image updates, videos, and other content that drives audience engagement.

Why Social Media Marketing Matters to Your Business

Here’s why investing in social media marketing can be beneficial for your small business:

  • Builds Brand Awareness: Social media is an excellent platform for promoting your business and getting your brand in front of potential customers.
  • Enhances Customer Engagement: It allows you to engage directly with your audience, building a stronger relationship with them.
  • Boosts Website Traffic: Social media can also drive traffic to your website, improving your SEO and increasing the chances of conversion.
  • Provides Customer Insights: By monitoring social media activity, you can gain valuable insights into your customers’ preferences and behaviors.

Related: Future Trends In Social Media Marketing In The UK

Our Approach to Social Media Marketing

Here’s how we can help your small business thrive with social media marketing:

  • Social Media Strategy: We’ll develop a social media strategy tailored to your business objectives and audience preferences.
  • Content Creation: Our team will create engaging, shareable content that resonates with your audience.
  • Community Management: We’ll manage your social media profiles, fostering a positive community around your brand.
  • Performance Tracking: We’ll monitor the performance of your social media efforts and adjust our strategy as needed to maximize results.

At [Your Company Name], we understand the power of social media to connect and engage. Let us help you leverage social media marketing to grow your small business.

Ready to Boost Your Social Media Presence?

If you’re ready to build your brand, engage with your audience, and drive growth with social media marketing, contact us today.

Let’s work together to create a social media strategy that aligns with your business goals and resonates with your audience.

Planning and goal setting

Publishing content on social media shouldn’t be done in a haphazard way. No matter what size your business is it should always be done in a controlled, efficient and strategic way.

The main goal is to increase your following specifically from your target audience, engage and interact with them and either introduce them to your brand or maintain an existing relationship.

Step 1: Carry out an audit

When taking on new clients the very first thing we do is carry out a social media audit.

The reason for this is, we need to find out where you are in the marketplace, take a look at the things that you’re doing right and of course the things you’re doing wrong.

During this audit we also analyse:

  • Which networks that you are on I can continue using and also which networks we feel you should be on and are not using
  • We make sure that there is brand consistency (for example, are your headers and profiles consistent across all the network to use. Also, are the bio descriptions and URL links consistent across all networks.
  • We score each network by evaluating which one gives you the best return on investment (ROI) and the ones with the highest score become a priority.
  • We also take a look at your competitors’ social media strategy. This isn’t really to copy or mimic it, but analyse it to see where their strengths and weaknesses are. For this, we use social media marketing software and tools to get a better understanding of your marketplace.

Step 2: Document Who Your Ideal Customer Is

Similar to content marketing it’s imperative that you know who you’re talking to.

Who are your customers?

Unless you’ve undertaken this fact-finding mission before, the idea here is to find your buyer persona which is a fictional character of the makeup of your best customer.

With this knowledge, we can then start crafting and curating your content to best fit their needs and wants.

We do this by looking at existing analytics from your website and also the social media platforms you’ve been using.

What things are we looking for?

  • age
  • their hobbies and interests
  • location
  • income
  • job title
  • social networks they reside on
  • pain points (what positive answers can we give and also advice?)

Initially, we may not be able to find out all of these characteristics of your buyer persona, but a quick look at your niche and the social networks they are on at the moment will go a long way in finding out.

Step 3: Create A Social Media Mission Statement

The matter what type of marketing you’re doing, whether it’s online or offline not only is understanding your buyer persona important. You also need to have a company-wide social media mission statement so that every part of your organisation is aligned with the same goals.

The reason why we do this is making sure there’s no confusion and the path is clear. If we have a clear mission at the top, this ultimately filter down through the organisation.

An example mission statement might be:

“We use social media to be an information hub and a way to publicise our brand to prospective and potential clients in our niche.”

Your mission statement needs to be documented and published on any internal documents that you distribute so everyone is aware of the mission.

If you don’t have one already, we can produce one for you.

Identify Key Success Metrics

With the idea of publicizing your brand and producing leads for your business you really need to know what success looks like. For some, it’s growing their overall following on social media. This may seem like a worthy goal, but there’s a lot more to it than that.

He’s the sort of things that we look at:

  1. Volume – one of the first things we look at is the size of the conversation your business is having online. Knowing this metric is one of the best indicators of interest.

We’re not talking about likes, retweets, thumbs ups and thumbs down type signals. We’re more interested in how many conversations have been started, where the people are talking about your brand and then we look to track this over a period of time.

  1. Reach – for this metric, we’re basically looking for the spread of your conversation. Depending on which social networks we choose will have a direct impact on the potential amount of people you can reach for your niche.

Of course, a large audience is great but simply having a large audience with an engagement doesn’t really mean that much. However, if you’re using the right social media platforms and you have a considerable reach, then you should find a higher conversion rate of people entering your sales funnel due to a targeted audience consistently viewing and engaging with your content.

Once you understand this, then we can have a look at clicks, retweets who likes.

  1. Engagement –  knowing your engagement metrics is probably one of the most important ones to take note off. Finding out what type of content increases engagement, and which ones don’t allows us to make strategic changes to prove the concept we produce and the content we curate for you.

This is why it’s vital to understand the goals of a social media campaign. They vary quite significantly if the idea is just to publicise your brand all the main goal is to collect leads be yourself funnel.

In most social media settings, content can be both shared and replied to. Twitter retweets (RTs) and Facebook shares and posts are helpful to know who is spreading your content, while comments, replies and likes are helpful to see who is replying to your content.

Think carefully about your goals with social media. Are you focused more on generating interaction (replies, comments) or on spreading a message (retweets and posts)? Be sure you’re using metrics that reflect what’s important to your brand right now.

  1. Share of Voice – depending on how complicated your niche is, is also a good idea to understand your share of the voice metric.

How does your share of conversations with your followers compared to the conversations they are having about your competitors?

On the surface this may seem like an unimportant metric, this type of competitive analysis will allow you to learn from your competitors’ success, measure it and adapt your own

Create and Curate Engaging Content

This is generally the first step for the vast majority of businesses. There’s no strategy, no goal setting and definitely no social media mission statement.

The points I brought up earlier will provide most of the heavy lifting. Let’s talk about the fun part of publishing and posting your social media content.

Based on your social media mission statement and knowing who you’re talking to (buyer persona) it’s now time to start creating and curating content.

So what type of content would we produced and then publish?

  • blog posts – content marketing should be the foundation of any marketing strategy and it’s from this we produce the most content from
  • images – since social media is so visual, it would be a crime not to take this seriously. The idea here is to publicize your brand and increase name awareness across all platforms that you’re using
  • company newsunless you’re a large organisation you probably won’t have that much company news to publish. However, whatever news you do have, whether it’s a new product or service, a member of staffs birthday or conferences you’re going to attend. It’s always a good idea to publish this type of content on social media
  • infographicsthese are great for all types of marketing purposes. Generally, you would use these within a blog post or article and then share it to social media. If the infographic is quite comprehensive and useful to your target audience, then the likelihood of it being shared by your followers is quite high
  • eBooks/white paperseven though these are part of your lead generation strategy you should still make a habit of posting these to your social media platforms. In fact, there’s a particular function on twitter that allows you to pin a tweet to the top of your profile. Our recommendation would be to ensure that this is a lead generation tweet where people have the ability to download one of your ebooks
  • webinars/interviews to be seen as an authority in your niche you have to do more than just posted great content. By scheduling your posts to include webinars and interviews not only helps to show you as an authority but also provides useful information and is also part of the lead generation process since your prospect will need to sign up for a webinar

As you can see the list is a long one but certainly not exhaustive. The job would to choose which one of these pieces of content will work the best for you and focus our energy on making it great for your followers.

Creating high value, highly engaging content is the key to a successful social media marketing campaign.

Invest In a Social Media Management Tool

If producing and curating content is the foundation of a successful social media campaign, then investing in the right social media management tools would be next on the list.

In order to increase efficiency throughout your organisation is imperative that you use the right tools to ensure that your business is productive.

Not only with these tools help you structure and schedule your content, but they also allow you to analyse really in-depth statistics of your social marketing campaigns.

With this analysis, it’s been easy to monitor the key metrics that we discussed earlier. From here we can make strategic decisions and changes to better enhance the effectiveness of our campaign across all platforms.

Track, Analyze, Optimise

We briefly touched on this in the previous section. But tracking analysing and optimising your campaign is one of the most important things we should do and both the weekly and monthly basis.

After doing this, it will allow us to make some tweaks and improvements to continuously make our campaigns as optimised as possible.

Each of the steps that we’ve gone through previously has allowed us to arrive here. Without those steps, we wouldn’t be able to track or analyse anything unlike most businesses would just be posting without a strategy.

The idea is to let the data drive your future decisions and focus all your efforts on the platforms and content that I have given you the best results.

Social media marketing is definitely not a one-off event. It’s a case of continuously analysing and evaluating your results and making sure the whole organisation is on the same page when it comes to you your mission.

If you need help with your social media marketing and feel that you are at a stage where you need some guidance from a social media manager, then please get in touch.

We’d love to hear from you

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