The job of a social media manager isn’t easy, no matter what friends or family may think (“you just tweet, right?”). If you take care of social media for your business, you’re probably balancing content creation, marketing, customer service, and community-building.
On top of this, depending on your social media strategy, you schedule and post on multiple platforms. But is there a way to speed up this process to save you time? The answer is an enthusiastic yes! Here are some simple ways you can streamline your social media routine.
1. Set clear goals and marketing personas
It can be tempting to avoid thinking about a marketing persona for your business because your product or service “can be used by everyone.” But even supermarkets or fast food chains set marketing personas.
Hubspot offers a nice definition of personas as “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
The idea is to research your customer base thoroughly, then categorize them into groups and develop their persona. Once you’ve identified them then you can start to understand their needs and target them on the right social media channels.
Points to consider when choosing your marketing personas:
- Who are your current customers and who are your ideal customers?
- What are their concerns, needs, or interests?
- What problem are they trying to solve?
- What information are they searching for and where are they searching for it?
Then establish your social media goals:
- Do you want to drive engagement with competitions or giveaways?
- Push your recruiting efforts?
- Increase your email list?
- Improve your customer response time?
Once you work out what you want to do on social networks and where your target audience is, this will help focus your social media strategy. The next step is to then set yourself SMART goals to accomplish these objectives.
2. Choose your social media channels
Work smarter not harder. It’s easy to create a post then copy and paste it on multiple channels but not all social media channels are created equally. If the marketing persona for your product is a 55 plus-year-old businessman, the chances of finding him on Snapchat are slim. Focus your energy on 2-3 platforms that work for your content and target audience.
If you have social media pages on channels you don’t update, then it’s best to “retire” these permanently by deleting them. Outdated information, old logos or negative comments on these pages that have never been answered can put off prospective customers and give you a bad reputation.
- The most popular social medium.
- Great as a customer support channel or for competitions.
- Advanced business promotion tools.
- Encourages lively exchange and quizzes or polls.
- A photo platform (perfect to showcase your product.)
- Very interactive community.
- Can use hashtags or emojis to reach your target group.
- It’s the social network for food or travel bloggers.
- A photo platform (perfect to showcase art, home deco, food.)
- Less competition for reach on this platform compared to Facebook.
- 93% of pinners use Pinterest to plan purchases.
- People can find your ideas across categories.
- Great platform to start conversations, share news, and ask questions.
- Useful for regular users who want to post more frequent, short, spontaneous, and up-to-date messages.
- Every tweet arrives at every followers feed, unlike Facebook.
- Twitter is a news and information network for many people which gives the platform credibility.
3. Create a content plan
A content plan can seem overwhelming especially when you see companies that post two or three times a day! But don’t feel under pressure to post just for the sake of it. Make sure you have a strategy behind your content plan that is based on your goals and marketing personas. If you’re trying to improve customer support posting dog GIFs probably won’t help (no matter how fun it is). Start slowly and plan content ideas for 3 – 5 posts a week.
If you’re stuck for ideas, here are some easy ways to get started on your content plan.
- Add all the important dates for your industry in the content calendar e.g. If you’re a dating app then 14th February is a must.
- Pencil in all the general holidays and bank holidays so you remember to create a “Happy 4th of July” post or “Out of Office” post to let your customers know you’re unavailable.
- Research funny days of the year and mix them in with your more serious content.
- If you know you have important company updates, discount sales or a new product release coming, don’t forget to add them in.
- If your business has a blog make sure to promote your blog posts to your followers every time you post!
- Use recurring hashtags to reach a wider audience. For example, a hashtag like #TuesdayTip is something that any business can use.
- Is there a company event or conference coming up? Take photos and post these with what you learned or some fun tidbits.
Start by preparing all the posts for the next month. This will free you up from last minute “what do I post today?” anxiety. If something comes up, you can always add in a spontaneous post depending on trending news or hashtags.
4. Find the right social media tools
With the rise in automation and AI tools to make your life easier, there’s no reason not to use them for your business. Even creating a personalized website can just take three minutes by connecting your social media profile.
If your content plan is all set for the next month you can try out social media management tools like Hootsuite or Buffer for free (with up to three social media accounts) or Falcon to schedule your posts. Not only can you manage all your platforms from one view and save time (instead of logging in and out of every social media platform). But with the premium features, you have the added advantage of measuring your performance and seeing what topics or hashtags your audience is engaging with. This offers a huge potential to learn about your audience and discover new audiences who are interested in similar topics or your industry.
If you’re worried about creating visuals for your posts there are some easy solutions to help you get started. Use Stencil to create a customized post that fits the dimension of your chosen social media platform. If you don’t find an image that fits, you can always find a photo on one of the many free stock photo platforms and just add your own text.
Good to know: If one of your posts gets exceptionally high traffic and engagement on Facebook, for example, you can then promote the post as an ad with a small budget to push it to a wider audience.
5. Recycle your old content
You don’t always have to post something new. In fact, people love to look back on how a company started. Try using #ThrowbackThursday to share interesting stories of what inspired you to create your business or show old photos. This will not only help build your brand awareness but create customer loyalty.
New followers may also have missed some interesting and relevant news about your business or service. So don’t forget to recycle old blog posts or tips that are still relevant and can help your customer.
The best way to optimize your social media strategy is to test different content and tools, then measure the results to find out what’s most effective for your business. Try to focus on one or two areas you can improve then just get started!
What are your tips for being a productive social media manager? Let us know in the comments!