Yes, You Can Manage Your Own Social Media Marketing
Many contemporary companies have turned over their social media marketing to an internal employee who may or may not have training in marketing or in social media. These folks are tasked with making regular social media posts because the company does not have the interest or the funds to hire an outside firm, and it seems easier to have someone on the inside updating the accounts. But for an employee without marketing training or social media training, this task can be quite intimidating. They may be making regular posts and seeing little engagement, which can make company leadership wonder 1. If social media marketing is worth the time and effort and 2. Whether the employee is doing his/her job well. The employee no doubt wants to make effective posts, but the truth is, many just aren’t equipped to do it.
Take heart, social media managers, you’re doing fine. We understand that there’s a lot that goes in to managing social media accounts. There are a lot of reasons your posts may not be getting the attention they deserve, and a little planning and research will help you make the most of your efforts.
If you have time, do a little research into the following concepts:
- Which platforms work best for your industry? Not all social media outlets (Facebook, Twitter, Instagram, YouTube, etc.) are appropriate for every kind of business. Which ones are your competitors using? A simple Google search will probably return lots of articles about using social media marketing in your field.
- Don’t be shy about visiting competitor accounts to see what they’re doing. You can tell if their efforts are successful by comparing how many Likes, Shares, Retweets, and so on they get with your own posts. If they’re consistently getting more activity on their social accounts than you are, ask yourself what their customers find satisfying about their posts and try to emulate those kinds of posts yourself. For example, if others in your industry are getting a lot of traction from their pictures, ask yourself what subjects they’re taking photos of that seem so popular. Also, what’s the quality of their pictures? Are you taking blurry smartphone pictures? Beef up your camera knowledge and work at taking better pictures.
- How much are you posting? It’s better to spread your posts out than to post several times a day (excepting Twitter – when it’s good to post several times a day.) Don’t post three times on Facebook one morning, wait three days, and post another three times. It would be much more effective to post once a day at a peak time.
- What times are you posting? There are peak hours when your customers are online. 10 a.m. is almost always going to be a rotten time to post. 4 p.m. is probably much better. Do a little research to find out which are the best times to post for the platforms you’re using. When you post matters a great deal for how many people see your posts. If you can’t post at peak times, almost all social platforms have ways to schedule posts in advance so you can create a post and it will go live at an optimum time. Facebook has this feature built in, or you can use a tool like Hootsuite to schedule Tweets, LinkedIn updates, etc.
- Have you considered paying to promote your posts? All the major platforms prioritize posts which get the most clicks, Likes, Shares, and so on. If you’re not seeing many interactions, your posts are probably only being seen by a fraction of your followers. If you pay a small amount to promote an important or especially relevant message, your post will be seen by many more people and most likely get much more attention. Talk to company leadership about paying to promote occasionally. Even $5 a day for a week can be useful. Tell them it’s just like any kind of marketing – occasionally you have to pay for it to be effective.
You don’t have to be a social media guru to manage your social accounts. Of course, if your leadership team really wants to see better results than you can give them, suggest they look into an agency like D. Cohn Communications to ensure they’re getting the most from their social marketing. If they’re committed to having someone internal manage the social media, but would like help creating a marketing plan and guidelines, we do that too. We also do training for those tasked with maintaining social media. If we can help you take care of your own social media better, we’re happy to do so. Just give us a call.