As someone who works in the social media management industry, you probably have certain guidelines you try to follow. Maybe you pride yourself on keeping up with the trends, or you’re known for always having a strategy in place; perhaps you’re a whiz with automation tools and your coworkers regularly ask you for recommendations.
Whatever you’re known for, however, there’s always room to improve — and today, we’re suggesting not just one thing to focus on but ten. In this article, you’ll find the ten commandments of social media management — a list of actions you can take to do your job better and to become the go-to person in every area of social media, not just one.
Keep reading to discover the ten commandments of social media management that you should follow as you work with clients to support their marketing efforts.
- Make a Plan
- Create Quality Content
- Automate and Outsource Tasks
- Focus on Growth and Engagement
- Track Analytics
- Work on Your Skills
- Collaborate with Brands and Influencers
- Stay on Top of Trends
- Don’t Stop Promoting
- Make a Social Listening Strategy
1. Make a Plan
When it comes to social media management, the first thing you need to do is establish objectives and goals — not just for yourself, but for your clients as well.
What will these objectives look like? For you, these goals might center around the types of clients you want to work with, the services you want to provide for them, and the standard of work to which you want to hold yourself.
For your clients, goals will vary from client to client. You will most likely set goals based around the growth rate your client wants to see. Simply setting goals is not enough, however — you also need to outline how you’re going to get there.
Any goals you set for yourself or your clients need to be SMART:
- Specific. Specific goals spell out exactly what you want to accomplish. For example, instead of simply saying that your client wants to “get more Instagram followers,” choose a specific number with a timeline: “Get X more Instagram followers by X date.”
- Measurable. Specific goals are also helpful because they’re measurable. When you know exactly what you want to achieve, it’s easier to figure out how close you are to that goal. See our latest post How to Analyze your Facebook Ads Results for more on this.
- Attainable. Goals should be realistic — set goals that you can actually achieve. Instead of aiming to go viral on Twitter, for example, set a goal that’s based around seeing a higher engagement rate on your account.
- Relevant. Listen to your client to make sure you understand their needs and can set goals accordingly. If a company wants to focus on their brand awareness, make that a priority instead of other objectives.
- Timely. Set a time period for each goal. Short term goals might be weekly, while long term goals can span weeks, months, or in some cases even a few years. Putting a time cap on a certain goal means you’re more likely to attain it, as you work hard to complete the goal before the “deadline.”
By setting SMART goals, you’re setting both yourself and your clients up for success.
2. Create Quality Content
As someone who works in the social media management industry, your job largely revolves around producing content — high-quality content, different types of content, and lots of it. Producing content is a job that never ends. But by creating high-quality content again and again, you can succeed in the social media field.
Types of Content
- Long form. Long form content might take the shape of an ebook, a case study, or blog posts that are over 1,000 words. Studies show that long form content performs well. Although not all long form content is posted directly on social media — often, it lives on your website instead — you can promote this content on your social media accounts and provide your followers with the link to find it.
- Short form. Short form content is content such as social media captions, blog posts, and infographics. This kind of content is beneficial because it lets you quickly deliver an important message to your audience.
- Audio. Podcasts are likely the most popular and well-known form of audio content. Podcasts have become more and more popular over the last many years.
- Video. Video content is also becoming more and more popular. Producing videos for social media can help you see more engagement and growth.
It’s not an understatement to say that video content is the future. 45 percent of people watch over an hour of Facebook or YouTube videos each week. One-third of online activity is spent watching video. And in just 30 days, more video content is uploaded to the Internet than the major U.S. television networks have created in thirty years! People from 18 to 34 years old spend more time watching YouTube than television
It’s clear that producing video content is essential for social media; scrolling through the feed of popular social media accounts, such as Nike (99.9 million followers), shows just as many videos as photos. But if you’re not experienced with this kind of content, you might feel a little lost. Good news: You don’t have to be a professional video producer to create top-notch videos for social media!
Magisto is a tool that lets anybody create an Instagram video for your feed or your Story in minutes, turning your ideas into likes. The process is simple: First, upload any video clips or photos that you want to include. Second, search Magisto’s library to pick out the editing style and music that fit the emotion you’re trying to evoke. Third, sit back and let Magisto do the rest of the work — Magisto uses an AI-powered video creator to edit your video for you.
Magisto is incredibly easy to use, and the videos it creates are professional and on-brand. Plus, the platform is affordable, with payment plans starting at just $4.99 a month. Use Magisto to create high-quality videos for social media so your company won’t be left behind.
As a social media professional, a big part of your job will include copywriting. Copy can be defined as any written content that aims to increase brand awareness and persuade someone to take action. Copywriting might feel like a difficult task because you have to do so much of it — and we all get creative blocks from time to time. How can you keep your copy fresh?
Get creative with your copy by telling a story — the story of your brand or a customer, for example — from a fresh perspective. Try injecting humor to lighten things up. Learn to write strong headlines that entice people to read, and keep your copy as simple as possible, without any extraneous words. These tips can help you produce quality copy time after time.
If you’re still struggling with copywriting or simply don’t have enough time to invest, don’t worry — there are plenty of professional copywriters out there, and outsourcing the work to them can help get the job done.
3. Automate and Outsource Tasks
Outsourcing tasks can help you stay on schedule and be more productive as you work in social media management. As you consider which tasks to outsource, think about what jobs can be done by somebody else versus the business-specific tasks that only you have the knowledge to complete. You may choose to outsource:
- Administrative tasks
- Customer service
- Graphic design
Once you’ve outsourced these tasks or similar jobs to professionals, you’ll have more time to focus on the planning and growth tasks in your business.
In addition to outsourcing, automating tasks can also be helpful and save you valuable time and energy. For example, one social media management process that can be easily automated is getting more Instagram followers. You can use an organic Instagram growth service to find the right audience for your brand, increase your engagement, and more! Automating Instagram growth can help your social media management to-do list decrease — but your success rate to increase.
What else can you automate? Try using scheduling tools to help plan and schedule your social media posts in advance. Hootsuite is a popular platform that allows you to integrate multiple social media accounts in the same place, viewing everything from one convenient dashboard. By using scheduling tools like Hootsuite, you can schedule all of your social posts on one day of the week and free up more time for other important tasks.
4. Focus on Growth and Engagement
Growth and engagement should be a major focus for any social media management program. Your accounts need to be growing, increasing your brand’s reach to new potential customers — and more than that, your engagement needs to be growing. Your engagement rate measures the percentage of people who are engaging with your content.
You can increase both growth and engagement by making yourself available to your followers. Remember, each follower is either a customer or a potential one, so it’s essential to cultivate good relationships with them. Do this by quickly responding to DM’s and comments, promptly answering questions and politely offering helpful information. You can build trust with your followers and entice them to convert by responding to all messages.
5. Track Analytics
It’s important to track your social media analytics so you know how your content is performing. If you manage multiple clients, you’ll want to create a separate social media report for each one to help keep their personal analytics straight. By doing this, you’ll be able to see what areas are working and which ones aren’t so you can improve in both.
Which metrics should you track? Important social media metrics include the following:
- Audience growth rate. This metric shows how quickly you’re gaining followers.
- Reach. The reach of a given post measures how many people have seen that post.
- Engagement rate. Your engagement rate shows how many people are interacting with your content — and of course, you want this to be as high as possible.
- Conversion rate. Conversion rate tracks how many people take action (to visit your website or make a purchase, for example) after seeing your post.
These basic metrics, plus many others, can give you important information about a social media account so you can decide how to better manage that account in the future.
6. Work on Your Skills
Don’t let yourself become stagnant — continue to constantly learn, grow, and adapt! Continued education is important in any industry, but especially with social media management because social media is constantly changing. New trends are coming in and out almost every day, and you need to be on top of them.
Continue educating yourself about social media by using online resources such as HubSpot’s marketing certifications; setting up a Google alert to deliver news about the latest trends straight to your inbox; or keeping an eye on what well-known brands in your industry are doing right on social media.
You can also work on improving yourself in other areas, such as communication, management, and organization. If you feel you need to work on your communication skills, for instance, try asking for feedback from coworkers so you can hone in on where exactly you need to improve. Or maybe your organization is lacking — if so, use one of the automation tools mentioned above. The point is just to keep evolving in any way you can so that you can better serve your clients.
7. Collaborate with Brands and Influencers
Collaborations with other brands and influencers can help get more eyes on your content, eventually resulting in more sales. Influencer marketing is a popular trend among businesses in multiple industries — you send an influencer your product (or pay them cash), and they create content to post on their social media accounts featuring your product. Influencer marketing works because it’s very targeted. If you choose the right influencer, their followers will all be part of your target audience, and you can expose your brand to many new market segments.
In addition to running influencer campaigns, you can partner with other brands. For example, Nike and Apple regularly collaborate to create fitness technology products that both of their audiences will love. Collaborating with brands and influencers is a smart move for your business or clients.
8. Stay on Top of Trends
Remember, social media trends are constantly evolving, and it’s your responsibility to keep up with them. One way to stay on top of trends is to subscribe to email digests that share social media news — such as Social Media Today — and to follow social media-based accounts, like Instagram scheduling tool Later, on social media.
Blog posts and other types of long form content can be helpful, too. Scroll through your Google news feed for “social media trends” to read round-ups from reputable companies and writers, detailing what’s happening on social media right now. The bottom line is to simply keep your eyes and ears open as you peruse the Web, and you’ll easily pick up on the top social media trends.
9. Don’t Stop Promoting
Cross-promote your business or client across all social media channels. For example, add an Instagram button on your Facebook page; post on Twitter about your latest YouTube video; or invite your Facebook fans to join you on LinkedIn. Being vocal about your various social media accounts can help you increase the number of followers you have on each of them.
Targeted ads are another important method of promotion. Through retargeting, you can create ads and put them in front of people who recently viewed your website.
Finally, learn how to tag products on Instagram to increase your sales. This is a relatively new feature on IG, but one that carries huge potential for ecommerce brands: Include a product tag in your photos, and people can view product details or visit your website to make a purchase with just a few clicks.
10. Make a Social Listening Strategy
Social listening is a method of tracking online conversations about your brand (and also your overall industry). By focusing on social listening, you can analyze what your audience is saying, helping you figure out their needs and preferences so you can then serve them more effectively.
To get started with social listening, monitor popular social media channels so you don’t miss any mentions of your brand or specific relevant keywords. If you see a conversation happening about your brand, jump in and engage with your customers! Social listening helps you identify opportunities to further promote your brand and strengthen the customer relationship.
Excel in Social Media Management
Social media management can be hard, but by following these ten strategies, you can excel in all areas as you promote your business or your clients’ on social media. Use these tips and tricks to continue learning about the industry and becoming better and better at what you do!