Did you know that there are 44 million active social media users in the UK? This represents 66 percent of the total population of our island. With this many people congregated in only a few places online, these social arenas represent a massive opportunity for your marketing.
However, when you’re running your own business and you aren’t outsourcing a social media marketing agency, time is precious. Between your different obligations, you don’t always have the time to engage with potential customers. Yes, there are automation tools available that can help, but it’s still a hell of a time commitment.
At the heart of it, a social media manager takes the lead on your social media strategy to boost business visibility and customer engagement. Their day-to-day work splits into five key areas: strategy development, content production, customer engagement, social selling, and data analysis.
Yet, the simple fact is, if you’re not engaging with social media as a business, you’re not marketing properly. And if you don’t have the time, or patience, to do it yourself, you need to hire someone who does.
1. Strategy Development
Creating a solid social strategy is one of the most important jobs for a social media manager. It allows you to have a set plan for engaging customers online. You shouldn’t just be randomly and sporadically posting any old thing. You need direction, and a way to measure the effectiveness of your activity on each social platform. After all, you’re running a business. Time is money and you can’t afford to waste it.
Here are some of the key steps to creating an effective strategy that you should expect from any social media manager.
Set social media marketing objectives
A social media manager needs to understand what you, and your business, want out of your social media efforts. They must align objectives with your broader marketing strategy, so that social efforts drive business goals. By doing this, you can measure the return on your social investment.
However, they should be careful about what metrics they choose to track return on investment (ROI). Avoid ‘vanity’ metrics like shares, retweets and other basic engagement. Instead, they should focus on key, tangible statistics, such as leads generated and customer conversion rates. At the end of the day, all business efforts are valuable, so make sure that even your social media activity is worth the time spent.
Carry out a social media audit
You can’t improve upon your efforts without first evaluating how effective your current strategy is. Your manager should assess your current social media use, by looking into:
- Who is connecting. Do they match your business’s target audience?
- Who is engaging. Are they lead material?
- What posts work and what ones don’t? What content is most popular amongst your target audience?
- Do certain hashtags get better results?
By measuring these metrics, your social media manager can work out what works and what needs improvement.