Social media management is about achieving your business goals.
I started working with Serena Dot Ryan in June 2017. As the first employee, it took 4 months for the hiring process. It’s fantastic that I’m sitting here, but that’s not what makes me valuable. It’s my ability to network, learn fast and contribute to the success of our business goals. Just like your social media presence.
Our online presence is an extension of our personal one. When we chat face-to-face, we don’t just exchange words. We are aware of our environment, non-verbal cues, and are often part of larger discussions. A business is not just online to spend time (and money) because ‘everyone else is doing it’. It should be intentionally managed to build relationships, brand recognition, public credibility, and to attract and retain the customers your business really wants.
Social media management is best thought of as a range of strategic roles that together create sustainable growth and visibility for your business.
There are five key roles: Community Management, Content Creation, Content Editing, Content Curation and Social Monitoring. Thinking about it through these lenses will give you the ability to better allocate time and structure your team.
1. Community Management
In my three years working in reception I’ve handled all sorts of requests, and learned two things: everyone has called or come for a reason, and every person is their own priority. Social media is a 24/7 online reception desk. People visit for information, interaction and for someone to thank or complain to, and everyone in the room can hear the conversation.
Community Management is the customer-facing role of your social media. It centres on the public interactions with your customers: answering enquiries, providing information, making bookings and conversing professionally. It requires warmth, responsiveness and tact.
The size of your company, nature of your services, habits of your target audience and type of content you post all influence how much interaction your page receives.
2. Content Creation
When I first joined Facebook, I set my profile age to 105 for privacy. I now receive regularly amusing ads for ‘senior academic singles in my area’ and targeted assurances that ‘it’s never too late to find love’. Retirement dating aside, when it comes to content – knowing your audience is key. Just like you, they’re not looking for more ads, they’re wanting to be entertained and informed.
Content creation takes a journalist role in your business, demonstrating that you are trustworthy, helpful and real people. It requires you to be creative, informative and consistent.
The key to effective content creation is to add value, plan your output and have a clear idea of what things your business should be known for.
3. Content editing
I’ll never forget the time I was about to re-enter a conference session and a lady tapped me on the shoulder. ‘Your dress,’ she whispered. The back was tucked into my underpants. I almost died of embarrassment. Even now I shudder at the thought of if she hadn’t told me. Sometimes we just need someone on the outside to help us realise what we can’t see.
When the team is time-poor, one of the first things to be skipped is careful editing. As well as the micro editing of spelling and grammar, the macro
element of purpose and consistency is crucial to effective digital marketing. Our team often works together in the content creation phase by reviewing each other’s work or lending a hand to bring an idea to life, whether it be in video, blog post or another form.
Getting assistance with content editing is a great way to make sure your content progresses from planned to published.
4. Content Curation
I’ve loved scrapbooking for as long as I can remember. When I was young, I’d collect paint swatches, save wrapping paper and even turn junk mail into a trove of useful materials. In every item I saw the potential to create something new.
Content curation is the scrapbooking function of social media management. Most content should be original, but pumping out consistently great content takes time and energy. Content curation is the art of repurposing: adding value through re-creation and re-contextualisaton to suit the needs of your audience. Make sure any curated content fits into your branding and doesn’t inadvertently draw attention to your competitors.
Done well, content curation demonstrates awareness, thought leadership and the credibility of the work and ideas you promote.
5. Social Monitoring
Four years ago, my drama team performed a comedy piece to high school students. We got a few stifled laughs but a mostly dead reaction, followed by a thunderous applause. We later found that although they’d loved it, the teacher (thinking it was to be a serious production), warned that anyone who laughed would be on detention. Just like in theatre, every audience is different and engagement is a result of many factors.
Social monitoring is the detective role of social media management. It is the function of listening, learning and leveraging what is going from your own media and the wider online environment. Social monitoring is essential to understand your audience, stay competitive and grow your business.
Successful monitoring teaches you which contacts are turning into customers, where to target remarketing and how optimise your online and offline engagement.
Are you making the most of your social media?