Social media management involves several steps and is much more than just posting. Get to know some processes that we use in RD and that you can apply to your strategy today.
Social media management consists of ensuring a good multi-channel strategy, aiming to find the balance between customer service, content creation, and analysis of results within your company’s social channels
Being present on social networks is no longer a differential for any company. Currently, those who stand out in social media are companies that see the value of this tool and use it as a communication channel with their customers and as a promotion channel, both for the brand and for products/services and content.
As a result, more and more companies are creating their profiles on social networks to get closer to their customers and not lose out to the competition. However, many end up starting without any defined strategy and not knowing very well how to manage social networks.
We have already gone through this challenge at Blue World City and, even today, we recurrently question ourselves if our strategy in social media is being the most effective, if our communication with our clients is the most adequate or if we should try another approach.
We know that it is not easy for a company that is starting on social media to define what kind of content will be published if it will take a lighter or more serious approach, how often it should post on social media, what metrics to analyze, etc.
Therefore, I will show throughout this text some processes that I learned in my period as a social media analyst here at RD, including practical tips that can be useful for you to apply daily in managing social networks.
What is social media management?
Social media management is much more than just posting. Social media management involves several steps, which range from defining the strategy and positioning, planning publications, and executing them to monitoring and gathering results.
For all this to be done well, it is necessary to have a person or team responsible exclusively for your company’s social channels, as this process will be seen as important and necessary for the company and not just an obligation that does not bring real benefits.
Here at RD, this work is done by a team of experts in social networks, who are dedicated full time to bring more results to the marketing area through social networks.
What social networks should I be on?
If you’ve already bought the idea of investing effectively and working on managing your social networks, you might be wondering what exactly you should start doing.
The first step is to define which social networks it makes sense for your business to be present. Some social networks, such as Facebook and Instagram, due to their range of audiences, require that most companies, regardless of the type of business, be present. Others, like Pinterest, may bring much more results to a clothing ecommerce than to a corporate services company.
In the end, what matters is finding out where your audience is . And often the only way to find out is testing. You won’t be missing out if you create a profile on a social network and discover your persona isn’t there. In addition to learning, the chances of you finding your client there and being able to bring some good results to your company are much greater.
Here at RD, we are always looking for new channels to test and expand our strategy. But, in the end, we found that the social networks we’ve invested in for a long time are the ones that bring us the most results and are worth our investment – like Facebook, in this case.
How to build my social media strategy?
Here’s the leap: without a well-defined strategy, your company will have a social media profile but won’t know what to do with it. This is where many companies make mistakes, end up not seeing the real benefit of investing in social media management and get discouraged.
It is very important to define the objective of being present in social media. Here at RD, for example, social media are among the most important lead generation channels, which is what guides our strategy, but we also see them as a great differential for the RD brand.
It is there that our followers and customers feel free to share our content, to comment and give feedback on the content and services we offer or simply to have an open communication channel with us.
However, there are several goals that can be tied to your social media management strategy. For example :
- brand promotion;
- to be a communication channel with customers;
- create a fan community for your company;
- education through content dissemination;
The essential thing is that only one objective is the flagship of your strategy – to be focused – and that the objective is linked to the moment of your company.
And most importantly, this strategy can – and should – vary over time. If you find that your company has reached its goal and that branding is no longer important, the next step may be to start focusing on sales.
What should I post on social media?
This topic essentially depends on the previous one. To define what will be published, it is very important to know what your objective is. I commented, for example, that the main objective of the social media management strategy here at RD is lead generation, as we depend on this to provide our sales team.
With this in mind, most of our publications focus on disseminating some type of content, whether they are blog posts or rich materials such as eBooks, webinars, videos, etc. This type of publication is our helm and we invest a lot in content production to increasingly nourish our social networks.
However, we cannot forget that contacting our followers/customers and prospecting our brand is also very important in our strategy. Therefore, we must also make other types of publications that are not directly related to our content. For example:
- institutional videos (such as when we celebrate market leadership and publicize internal initiatives such as Pride and Preto no Preto );
- posts related to commemorative dates (such as Dev Day, Women’s Day, and Beer Day );
- fun images and GIFs to interact with our followers (like when we announce our internship program and when we use the “glass house” meme );
- events (such as RD Summit highlights and memoirs ).
How often should I post on social media?
It is worth remembering that it is very important to keep a calendar of publications so that this does not get lost over time. I know that it can be difficult at first when there is not yet an arsenal of content available to publish. However, as your Content Marketing strategy evolves, you will have much more input for your social networks.
Going deeper into how a publishing routine works, let’s introduce one that we’ve already used here at Resultados Digitais. In a period when we were focused on growth and lead generation, we published at least one new blog post on social media per day and rich material per week.
In addition, each blog post has been published an average of three more times on each social network and each rich material four more times, at different times and days of the week.
For example, a blog post was posted on social media on the same day at 8 pm and three more times: a week later at 9 am, two weeks later at 1 pm, and a month later at 3 pm. Thus, audiences who access social networks at different times will have the same chances of seeing the publication.
The same was true of rich materials, which, after being released and published for the first time, for example, on a Tuesday, were republished 29 days later on a Wednesday, and after another 29 days on a Thursday. fair, and so on.
Of course, it’s much easier to keep that calendar consistent by producing fresh content every day. But the message I want to get across here is that you don’t need to have this huge amount of content right from the start: the important thing is to stay present and make posts relevant to your audience.
And for that, it doesn’t matter if you are going to publish an article from an external blog that you found interesting ( content curation ) or a short video that you produced yourself with some tips related to your business.
What is the best time to post on social media?
This is the million-reais question. And want to know what the answer is? There is no single timetable for everyone. Each audience behaves in its own way and you need to find out what time your persona is usually online to view your post.
To facilitate the management, some social networks provide an analysis of what times are best for your page. Facebook Insights, for example, shows the days of the week and times when your followers were most connected to the social network.
So, all those times that I mentioned that we republished the contents were not chosen randomly. Of course, we list our best times to publish our best content.
For example, if the time that our audience is most present is at 6 pm, we prefer to publish rich content, which has greater potential for generating Leads, than a blog post.
If the tool does not make this data available directly to you, it is necessary to carry out tests and experiments to see at what time your publication performs best.
In order to have a good social media management strategy, it is important to take time out of your day to do these analyzes of the reports that the tools provide. There are several insights into your audience that can make your content even more accurate.
Should I use a tool to make the publications?
This is the topic I would list as the luxury of your social media management. Because? Because a publication scheduling tool is not completely essential, that is, you will not stop publishing because you don’t have a tool to automate this, but at the same time, it will make this job much easier, especially when you increase the frequency of publications.
The tool will do the hard work for you: you define what times you want the contents to be published and automatically they will be there scheduled, without you having to enter your social network on Sunday night to do any manual publishing.
Also, it is totally connected with that issue I mentioned about keeping a publications calendar.
How should I interact with my audience?
Imagine with me: you own a pizzeria and have followed all the steps to be present on social networks until now. He created a Facebook page, defined his strategy, and has even published frequently. However, one day, a customer had a bad experience with a pizza he bought at your company.
Then he finds your Facebook page and makes negative reviews about your pizzeria, as well as several negative comments in your posts. What do you do?
I hope you don’t choose to leave the customer unresponsive or, worse yet, delete the comments they’ve made on your page. Do you know why? If you delete, he’ll notice it will snowball, causing him to come back and make even more comments.
If you just don’t answer, all the people who come to your company will come across the bad reviews and will automatically eliminate your pizzeria from the possibilities for leisure and food.
So, from the experience we have in managing social networks here in RD with this type of situation, I recommend that you evaluate each case as unique, investigate deeply to find out what happened, and do not give ready answers when this happens.
It is very important, yes, to answer, but it is even more important to give an adequate answer, which gives a solution to the client’s problem, and not just a justification that often ends up placing the blame on the client. In other words, it is essential to have empathy for the person you are interacting with.
So keep this in mind: social networks have the power to make a company known quickly and bring great results, but they also have the power to destroy it even more quickly. So, be careful when taking on the responsibility of being present in this type of channel.
What kind of interactions should I respond to?
Here at RD, we try to interact in every way possible with our followers. For example, many people come to us to talk about various topics in Facebook messages, from general questions about Digital Marketing, commercial contact requests, partnership proposals, feedbacks, and suggestions, etc.
We see this as an incredible communication channel: we have the possibility to chat, quickly and informally, with our customers, potential customers, and brand fans. Yes, that means we respond or interact with every message we receive on our Facebook page.
Of course, this investment is big: we need an available person who dedicates a good part of their time to pay attention to these people. But believe me, the return this brings can be very valuable to your company.
In addition to messages, we interact directly in our posts, liking all comments and responding to most of them, in addition to posts made by visitors directly on our page and ratings, whether positive or negative.
In the end, what matters is that our followers feel welcomed and taken care of, and for that, we do our best to serve everyone and try to help them with any problem or question they may have.
What is social media monitoring?
Another topic within interacting with your audience is social media monitoring. It consists of doing keyword searches that pertain to your business, for example, your company name or the industry you are in, to find publications you have not been directly tagged in and that deserves special attention.
For example, let’s imagine that some vehicle reported our main event on its website, the RD Summit, and did not mark our company by referencing it with a link to our website.
Searching for the keyword “rd summit” we could find this news and contact the site to insert a link to our site. This survey also helps in crisis management cases and in identifying possible failures in the service offered and in how the company has communicated.
Furthermore, it is through monitoring that we can take advantage of trends, understanding what the public wants to consume, and generate more relevant content (and more Leads!). Remember: social media management is also about analyzing content outside of your social channels.
How should I communicate with my audience?
In some cases, it can be difficult to define what your type of communication with your audience will be. For example, it’s amazing to see how Nubank communicates in an informal and fun way with its followers, making use of GIFs and funny images. And I think I can say that everyone agrees that this brings a positive result for the company and that more and more people are fans of the brand, right?
However, for some companies, this style of social media management may not make much sense. For example, if your company has a more formal profile internally and more formal communication with your customers, using this informal and funny communication on social media can give the impression that you are not being yourself, would you agree?
Therefore, when defining how to communicate and which words/expressions you will use, it is very important to go back and remember who your target audience is, that is, who you are talking to. Certainly, the communication you will use with the director of a company will be different from what you will use with a university student. Combined?
How do I analyze my results?
After doing all this, the only way you can measure whether your company’s social media management is being done well or not is by analyzing your results. For that, you need to define which metrics are important within your strategy.
For example, as I mentioned, our main objective is the generation of Leads. Consequently, our main metric is the number of Leads generated via social media in a period, which can be broken down by social network and by publication.
To access this number here on RD, we use RD Station Marketing. It automatically inserts parameters in your custom URLs, the famous UTMs (Urchin Tracking Module or, in Portuguese, Urchin Tracking Module). So, when you publish, you can already find out exactly which channel your traffic and Leads are coming from.
Metrics such as Engagement and Reach of publications, provided by Facebook, Twitter, LinkedIn, and other social networks, are very important to gain insights about the type of content we are publishing, the images we are using, our communication, times, etc.
Remember that I commented on the second aspect of our social media strategy, related to branding and engaged community? Metrics such as a monthly increase in the number of fans and sentiment analysis of interactions left by followers can help to measure whether the strategy is being carried out well or not.
LEARN MORE: Discover the RD Station Marketing Channel Analysis tool
By analyzing these metrics, which can be taken directly from each social network, you can gain insights for the constant improvement of your social network management strategy.
For example, if you notice that the number of fans on your page and the reach of your posts continue to increase, but traffic to your website from social media is dwindling compared to post impressions that are only increasing, it’s possible that something in your post is not working – for example, the type of description or the image.
In another case, if traffic to your site is increasing, but the number of conversions within your site is not doing the same, it could be the type of content or your Landing Page that has a problem.
Let’s get our hands dirty?
My intention was to share with you some of the lessons we had with managing social networks here at RD. I hope the content can help companies that are struggling to execute their social media strategy!
Do you have any questions or would like to share how you are managing social media in your company? Count down here in the comments! 🙂
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