Social media has become an important part of our everyday lives. You can reach many potential target groups on platforms such as Instagram, TikTok, Facebook or LinkedIn. Whether organic content or paid ads: Amidst the feeds and stories, the line between entertainment, information and advertising becomes blurred. Social media management allows you to promote yourself subliminally, interact with your followers and create a stronger emotional bond between your customers and your brand.
But how exactly does social media management work? By reading the following article, you will get a basic overview in just a few minutes. Benefit from numerous examples and our free template.
What social media management means
The term social media management describes targeted communication and advertising management on various social media platforms such as Facebook, Instagram, YouTube & Co. It covers a wide range of tasks, such as communicating directly with your target groups, publishing content and developing your own social media strategy.
There is a wide range of social media platforms.
What you get from social media management
Efficient social media management offers you numerous advantages. It increases your brand awareness through targeted content, expands your reach and creates an emotional connection between your target group and your brand. If implemented successfully, you will be rewarded with a positive reputation and a strong brand image. Overall, social media management creates dynamic platforms to maximize the positive impact on the brand.
Social media strategies you should know about
In order to be successful as a company on social media in the long term, you should consider a social media strategy. What do you want to achieve with your digital presence? What goals are you pursuing? Possible strategies in social media management are
- Brand awareness: Do you want to make your brand better known? But how do you get more people talking about your brand? Giving your brand an identity through clever storytelling can be the solution. Attention-grabbing content also gives you more reach than boring posts.
- Customer relationship: Do you need data on what your customers think about your brand and what you want? Is it even better customer support? Do you need to organize more events or helpful how-to videos? Get in direct contact with your target group and align your marketing and social media content accordingly.
- Lead generation and sales: How do you need to formulate your posts so that a person clicks on the link in your bio? How many posts does a user need to see before they are ready to buy a product? A good social media plan template will help you improve your marketing strategy.
- Interactions and recommendations: Do you want your customers to become ambassadors for your brand? In this case, engagement is required under your social media posts. Your posts should encourage your followers to like the post, share it or link other users in the comments. An active action makes the difference between an orphaned channel and helpful, entertaining content that people are happy to recommend.
The most important social media platform for you
In 2023, an online survey revealed which platform is the most important for those responsible for social media management. According to the survey, Facebook is in the lead, followed at some distance by Instagram and LinkedIn.
Facebook is far ahead compared to other platforms.
However, which platforms are important for you depends on who your target group is. Do you want to reach more of the younger generation with your content? Then Instagram and TikTok are your platforms of choice. Are you marketing a product that primarily appeals to creatives, DIY enthusiasts and people interested in lifestyle? Then you should consider a profile on Pinterest. If your company focuses on B2B marketing and appeals to a professional target group, LinkedIn is an effective platform.
Users can create, share and rate content on all social media. Nevertheless, the platforms vary in their characteristics. Whether microblogging, videos or images - choosing the right platform plays a decisive role for your content. When managing social media, also take into account the specific usage habits and interaction options in order to make the best possible use of the full potential of each platform.
Create and optimize social media profiles
When creating your social media profiles, there are also all sorts of things to consider in order to shine with an optimal profile. First, formulate a mission statement that you are aiming for with your channel. Is your goal to produce entertaining, inspiring or informative content? Do you want to engage in a respectful dialog with your followers or would you prefer to be more approachable and personal? What message do you want to convey?
There are optimum image sizes for profile and cover images for each platform (and also for posts, stories and videos). On Instagram, for example, you are best off with 180×180 pixels for a profile picture. Research the formats you need and use them. When creating your bio, make sure that you fill in all fields and use appropriate keywords.
Try to maintain a consistent corporate identity on your profiles too. For example, use the same colors and the same profile picture on all your channels to create a higher recognition value for your followers. Don't forget to link your other social media channels or your website to increase traffic on all channels.
On TikTok and Instagram, you also have the option of pinning relevant posts to the top of your profile. For example, do you often get the same question from your community? Simply pin a post that answers the question and refer to it in future.
Aesthetics play an important role in social media.
Criteria for good content
One of the most important rules in social media management is that quality comes before quantity. This applies to both your channels and your content. It is better to use two channels particularly well than to neglect many channels and not really do justice to any one platform. It is better to post less frequently, but with high-quality and relevant content. This will inspire users and gain valuable followers.
A corporate identity is also a must when it comes to content. Design, language and behavior should run like a red thread through your profile. With a consistent, well thought-out concept, you can shape your impact both internally and externally. Some even go so far as to plan their feed well in advance in order to coordinate the colors of all posts.
However, the basis for good content is the content itself. Surprise your followers with creative and varied posts. Stand out from the crowd and come up with your own categories. If you run out of ideas, don't be afraid to ask your community directly what kind of content they would like. This will not only help you to better understand the preferences of your target group, but also create a closer bond.
Practical tips for your social media management
You face a variety of challenges in social media management. A targeted and strategic approach can help you to successfully tackle these and exploit the potential of the platforms. Common problems and possible solutions are:
- Low attention: Increase attention by using eye-catching visual elements. Creative and appealing content and the use of trending topics can increase your reach.
- Post regularly: A constantly filled content calendar helps you to maintain a consistent publishing rhythm. You can use automation tools to post on public holidays, Sundays and during company vacations.
- Individual content: Don't bore your followers by repeating the same content on all platforms. Instead, adapt your content to the respective target groups of the platforms and create customized posts.
- Lack of interaction: Are you already regularly posting interesting content, but the likes and comments aren't coming? In addition to targeted questions, use surveys and actively involve your community in decision-making processes. A prompt response to comments and feedback is also essential to encourage engagement.
- Handling crises: In general, in the event of a crisis, such as a shitstorm, it is advisable to develop a crisis plan with clear communication guidelines in advance. Respond transparently, sensitively and quickly to criticism in order to protect your reputation and regain the trust of your community.
Analysis of your social media channels
If you want to build a successful digital presence, analyzing your social media channels plays a key role. This will give you valuable insights that you can use to improve your social media strategy in a targeted manner.
If you have not yet dealt intensively with this topic in social media management, it is advisable to start with a social media audit. This comprehensive review of your social media presence includes an analysis of previous activities, content, interactions and the performance of your channels. Pay particular attention to important key performance indicators (KPIs).
You also have the option of carrying out a benchmark analysis of your competitors. By directly comparing industry-specific figures, you can better assess how well your performance compares to the competition. In addition to identifying your own strengths and weaknesses, you can also derive best practices from the industry.
In addition to analyzing the figures, don't forget the feedback from your followers. Likes, comments and other forms of interaction serve as direct feedback from your target group. This analysis enables you to understand their needs and wishes and adapt your content accordingly.
Useful tools in social media management
Social media tools automate many of the daily tasks involved in social media management. This saves you time and allows you to focus on creative and strategic aspects. There are three main types of social media tools:
- Analytics tools: These tools are used to collect, process and analyze data relating to the performance of social media activities. This gives you a comprehensive insight into various metrics that measure the success of your social media strategy.
- Listening tools: These applications allow you to search the digital world for mentions, comments, reviews and other information on a specific topic. Track what people are saying about your brand online.
- Management tools: These are special programs that support you in efficiently planning and implementing your next steps. This includes, for example, managing and publishing your contributions.
Social media plan from SeaTable
If you have many social media channels, it can be challenging to keep track of all posts and interactions. A structured approach in the form of a social media plan can help you manage this complexity. SeaTable's free template allows you to record your posts individually and makes your social media management easier.
Record your ideas, assign posts to specific categories with just a few clicks and tick off completed tasks in the to-do list. Save images, texts, tasks and KPIs in a central location that everyone in the team can access at any time. SeaTable's collaborative features make working together a breeze!
Thanks to the built-in calendar, you can keep track of when your posts should appear and easily keep to your publishing schedule. Different tables for each platform will make it easier for you to adapt your content individually to all social media.
Register for free on SeaTable, customize the social media plan to your needs and enjoy the reduced workload! You can find our template here.
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