A decade ago social media managers did not even exist and now here we are in 2018 and the position is arguably one of the most important in modern marketing and comms teams, and increasingly the entire organisation.
Social media continues to permeate all areas and with it social media managers are adapting and evolving to meet the latest needs of their colleagues and customers. Hats off to the social media managers amongst our readers, we know your job isn’t easy! 🙌
So, in today’s rapidly changing world what habits can help social media managers to not only manage the array of responsibilities associated with their roles but truly excel?
1. Stay informed but don’t act impulsively
The main social media platforms change almost weekly while new social channels pop up every couple of months and while it’s important to stay on top of these changes and explore new opportunities, adopting all new technology may not be right for your organisation. 📰
Thoroughly consider how newer tools like Instagram stories and Snapchat could benefit your organisation and if the impact is minimal and resource investment high don’t be afraid to ignore the hype. Likewise, if Twitter is no longer providing you with the results you expect, perhaps it is time to consider a change in channel focus. Either way it’s key to consider the cost versus benefit of each social channel and their tools in depth.
2. Learn from others both inside and outside your sector
Inspiration from other organisations can be powerful to kick start your own ideas for new campaigns, ways of working or tackling that recurring problem you’ve been having. We’ve found that not only is talking to others in your sector valuable, but many concepts and ideas can actually be translated from other industries. Follow organisations or individuals who you consider to be market leaders – to get you started we’ve detailed our top 10 marketers to follow and our list of 6 killer campaigns that drove engagement.
3. Set a social strategy based on research
We all know that building a strong social strategy is one of the main keys to reaching your objectives, but improved social media analytics and tracking means that in-depth research can be carried out to inform your strategy. Consider building your strategy on the following:
- Follower demographics on each of your channels in comparison to your client base – locations, ages, genders to check you’re attracting the right audience
- Which networks do your customers gravitate to for customer service questions?
- Which of your campaigns achieved the best results in the previous year/quarter?📊
- Customer journey to buying i.e. social media to website, or purchases made directly through social media?
- The impact of paid social to help in setting budgets
4. Test different types of social content
It’s easy to get into the rhythm of focusing on one message or using one format to communicate your messages. Testing some alternatives is a great way to confirm that you’re still doing the right thing or that you might improve results by changing it up. This is a particularly valuable exercise when planning a campaign. Creating a couple of test pieces of content and perhaps varying the multimedia used i.e. GIF versus video, is a great way to assess what resources you will need most of.
Don’t forget to assess the success of these tests against your business priorities! 🎯
5. Drive efficiencies with software
It is no longer realistic for social media managers to be able to monitor and manage complex social media environments without the help of a software platform that can automate certain activities. This may be as simple as not having to log into each account separately, through to running complex analytics on social campaigns, and automatically flagging complaints for urgent action. Social media management tools like CrowdControlHQ can help.
6. Establish boundaries!
Finally and perhaps most importantly, successful social media managers delegate and collaborate effectively. It is very easy to end up acting as social media customer service manager, content creator, HR advisor and many other roles without building boundaries and assigning responsibility to the rest of your organisation.
Social media projects have become too large to be managed solely by one or two people 👥. Use evidence to make a case for your customer service team taking responsibility over your inbound customer questions and seek support from IT and HR to manage your colleagues’ access to your social media platforms. This will free up your time to fully put the rest of these habits into practice and drive your social media strategy forward!
Those are our thoughts but let us know what habits you use to keep up your great work by getting in contact @CrowdControlHQ 🏆