Aspects of efficient social media management

Aspects of efficient social media management

Social media managers often aim at accomplishing a range of goals for their clients’ social media handles. From growing awareness to converting audience into email subscribers, and potential customers into stake holders in an organisation’s revenue. Many marketers make progress on each of these goals by focusing on a strategy of building overall community engagement. To help perform better in these goals, we discuss five key aspects for effective social media engagements:

Industry Standard

It is helpful to use the industry standard to gain an understanding of how effective are one’s strategy, looking for inspiration or advocating for change internally. Primarily, there are two ways social media managers should seek to use the industry standard:

First, to study one’s well performing competitors strategies to perceive what sells in the market and learn from them.

Second, to show their peers and clients what works and what doesn’t.

In both cases, marketers should only do so to the degree that it helps them get things they need in order to do a better job building engagement on their social media handles, whether that be more flexibility on what they can post, tools to help them do more with the limited time they have, etc.

Know Your Audience

While following the industry standards is necessary, it’s nowhere close to being sufficient. A sound knowledge of competitor’s well performing strategies helps only so far to understand the general market, but more often than not there will be a considerable fraction of audience interested in the uniqueness of an organisation, something which most competitors don’t offer. Sufficient attention must be paid to keep that audience engaged. An acknowledgement of audience’s interest in terms of frequency of posts, type of content, voice etc will go a long way in building community engagement.

Community Engagement

A number of social media benchmarking reports have indicated a trade-off between the number of engagements per post to the total number of engagements on a handle for a specified period of time. While a new player in market might be more eager to increase the over engagement, an established player might be wary of how every individual post conforms to the user base.

Engagement Analytics

Analytics will help marketers better understand what content and post frequency performs best for their particular audience. Examining an aggregate number of posts from over several weeks gives a view into the level of engagement for content in general. This approach looks at numerous posts and evens out the trend line and causes the organisation to focus on constant improvement over time.

Content

Content plays a key role in engagement. The quality and relevance of content shared on social media is a portrait of the seriousness of an organisation, towards consumer engagement. Smooper, in one of its blog posts talks about importance of content for social media engagement.


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