Having multiple social media accounts on different platforms can be quite a headache, especially when you need to manage the content that is shared, monitor their performance and engage with your audience 24/7.
Here are 7 ways to organise and manage your social media account.
1. Determine your social media goals
Social media is a communication tool and, just like every other tool, its effectiveness depends on how you use it. Having clear and achievable goals (such as improving SEO ranking for a keyword, improving customer engagement or even building brand awareness) can also help you to develop a social media strategy to achieve those goals.
Your goals could be short term, long term, or part of a larger company goal. For example, a goal for your company could be to increase sales by 20% this year. Your social media goals could be part of this sales goal, for instance aiming to increase your number of conversions through social media channels by 20% in the same time period.
2. Craft a strategy to achieve those goals
Now that you have your goals set out, you should spend some time crafting a plan to achieve these goals. A few things to consider when creating a strategy include:
1. Your audience
Who are your ideal customers and where are they? What sort of content would they be interested in? As a general rule of thumb, what you share on your professional accounts will most likely not be the same as what you share on your personal social media accounts.
On your professional accounts, you should share what your target audience would find useful and relevant, not what you personally find interesting.
You can check out our recent article on customer personas to help you better understand your target customers and what they want to see on your social media.
2. Your channels
Where are you most likely to find your target audience? Which social media platforms are they most likely to use? Conversely, which social media channels best suit your company? Find the channels that overlap and focus your efforts on those.
Remember that even though each channel should be treated differently when it comes to content shared and follower engagement, they still make up part of a larger picture.
3. Your resources
How much time, energy and money are willing to invest to execute your strategy? Do you intend to hire more people to manage your social media?
The amount of resources you invest should reflect how important your social media goals are in relation to your company's business needs.
Have a read through of our previous article where we discussed how to build a social media strategy.
3. Figure out which metrics best reflect your goals
Now that you have your goal and strategies figured out, it's important to identify which metrics best reflect your performance. There are various platforms to measure your social media success, with Google Analytics, Twitter Analytics and Facebook Insights to name just a few.
Having these metrics can help you decide if the time and energy you spend on your social media contributes to achieving your overall goals. Furthermore, it helps you identify what content works and what doesn't, alongside key trends and patterns across your channels to make the most out of these communication platforms.
Here's a great article we've previously shared about key social analytics you should be measuring.
4. Create a social media schedule
Having a social media schedule can help you to organise your content better, giving you time and space to plan and schedule everything beforehand. You should include important holiday seasons, marketing campaigns and other major events that need to be publicised to your followers. The level of detail you wish to include in your schedule is completely up to you.
Read this article for an in-depth explanation of creating a social media calendar.
5. Get your colleagues on-board
Growing your company's social media strategy should include everyone in the company since it affects all aspects of a 21st century business. According to Jay Baer, it "should be more like air (everywhere) than like water (you have to go get it)".
It's your job to help your colleagues understand the importance of social media and encourage them to contribute too. An important part of this is providing colleagues with clear guidelines about your social media scheduling time frames to avoid last minute requests.
6. Use a social media management tool
A simple way to manage multiple social media channels is to use a social media management tool to streamline the whole process. We use the Buffer scheduling app to post, organise, schedule, and analyse content for our social media channels.
7. Stay focused
Now that you have your goals and strategies mapped out, your colleagues are on-board, and you have the right tools to support you, you need to stay focused. It is so easy to get carried away with the latest social media trends that it sometimes hinders us from reaching our initial goals.
Make it a habit to regularly update your performance and KPIs, and consult and adjust your content schedule to stay focused. I usually include a line or two at the top of each relevant document highlighting my goals and strategies: this acts as a constant reminder that each seemingly insignificant Tweet or Facebook update is part of a larger picture.
Do you have any other tips or tricks to stay on top of your social media channels?
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