Successfully managing and executing your social media strategy requires you to effectively allocate the resources needed for said strategy. Social media isn’t just about posting the right content at the right time; it’s your audience’s source for getting to know you as a company, a way to build and grow relationships, and the place where your brand can speak directly to your customers.
A lot of social media management is about content creation, but it is just as much about connecting and engaging with your audience. Each channel should have its own appeal and target audience group, which means your strategies should revolve around what you think is most effective.
When you have a small team, effectively managing your social media channels takes organization and planning.
Here are some tips to help you on this journey, from one small team to another:
Listen then strategize.
When you think of social media, you might first consider the amount of content publishing required. However, social media actually requires a lot of “listening.” To some, listening might be an odd word to use, but that’s a lot of what it is. Social listening requires you to read about the latest news and trends going on with your target market and your existing audience.
Social listening also requires you to pay attention to what piques your audience’s interest. Before your team can even come up with a strategy and assign tasks, you need to make sure your methods align with what you’ve heard from your audience. At Peerfit, we use tools like Tweetdeck and Talkwalker to help us listen to our audience.
Understand the needs of each platform.
Social media is constantly changing, so educating yourself daily on the updates and changes to each platform is necessary. Each channel has its own specific needs, so it’s important to make sure you and your team are aware of what these are and how they change.
Although every channel is unique and requires a different strategy and aesthetic, you can still have someone to manage the overlap. This could mean that if there is a similar audience for a few channels, and they require a similar tone of voice and content creation, you can have someone to effectively manage them. Tools like Buffer can help give you an overview of various channels at once and illustrate how your posts are performing.
Understand the dimensions of social media: content, creative, analytics.
Post creation is just a small aspect of social media management. Before a post is even published, captions need to be written, creative needs to be produced, and the ‘why’ behind the subject matter needs to be established.
Once the post is shared, you need to manage its effectiveness and analyze whether or not you’ll post something like it in the future. When you are a part of a small team, it may be the case that you’ll need to be a jack-of-all-trades when it comes to this process.
Luckily, it’s not impossible. Once you build your posting schedule for each channel, you can swiftly begin searching for content.
- We usually find content during the “listening” process, but there are also great sources such as Flipboard and Feedly to help you find topic-based content.
- There are also some great creative workspaces such as Canva, which can help you create enticing graphics (they even have templates ready for your use!).
- Social media data can be a whole beast of its own, and it doesn’t just require reading the analytics, but also interpreting them. Luckily, content schedule tools such as Buffer and Hootsuite provide tools to help you break down what these analytics mean.
These are the basic steps in social media post creation, and it’s great to know that there’s plenty of tools that have your back!
There’s such a thing as doing too much.
It’s easy to fall into the pitfall of signing up for an account on each social platform, and thinking they’ll all immediately grow an organic following. However, this is rarely (if ever) the case. Before you sign up for any social media account, it’s best to have at least an idea of what your purpose is for being present on that channel.
It’s not necessary for a brand to have a presence on all social channels. It’s best to approach only a few social channels and do them right. The competition for visibility on social media is getting higher and higher, which means that there’s no better time than now to focus on quality over quantity! Taking a focus off of quantity will also take a load off of your small team.
Tech is your best friend.
Maybe we’re biased because we are a ‘tech company’, but utilizing tech as an extension of your team is absolutely necessary - especially when it comes to social media! In addition to the tools listed previously, there are plenty more that can help your presence and growth.
For example, our team uses Slack to connect on all aspects of digital marketing (we are a fully remote team, after all). We also use Trello to manage and communicate about specific projects and campaigns. Since social media is very much a tech-oriented position, we recommend finding the tools that work best for you and building your strategy off of them.
Social media is one of the fastest-moving aspects of any marketing teams focus. Each separate social platform has its own algorithm, which means the social strategy you set out last quarter might need to be thrown out the door this quarter.
Even though it’s easiest to map out exact specifics months ahead of time to be ready when the time comes, often times you need to spontaneously organize something for social so that you’re part of what’s trending.
Do you have any tips for effective social media management for a small team? Leave them in the comments below!