As a digital media manager, a portion of my day is spent on social media and identifying new opportunities to market brands to potential clients. It’s essential to keep a pulse on the industry and social media is a proactive means to learn more about your industry and engage your audience. While marketing continues to evolve with new media, I still encounter this common misconception:
“So, you just play on Facebook all day.”
To help clear up the misconception of trolling Facebook all-day, here’s a quick daily recap of the responsibilities attributed to social media marketing.
1. Post during social media’s prime time. Social media posts generally go live first thing in the morning and continue throughout the workday. Within the United States, the average workday is 9 a.m. to 5 p.m. ET and the average commute 25.4 minutes. This is the sweet-spot. The majority of social media campaigns exist within this workday framework. While the posts can be scheduled ahead of time, the content needs to be as timely and valuable as possible. Posts need to reflect a brand identity with a specific strategy, voice, and campaign.
2. Listen to your audience and desired audience. It is important to continuously listen to the conversations on LinkedIn, Twitter, Facebook, Reddit, Periscope/Meerkat, industry blogs, and any other audience-applicable online platform for a pulse of the social activities. Flag and save any content worthy of sharing with your audience now, in the future, or under a specific circumstance. Organization is key and having an arsenal of topical posts keeps your brand a step ahead.
3. Analyze your findings. Analytics inform a brand identity and offer variation insights into the interests of your audience. Monitoring performance stats, demographic information, trending topics and referral traffic is essential to a successful social media presence. However organic the initial process may be, there is always important data to consider. What posts were successful? Why? What are the long-term trends of note?
4. Engage with your followers. Respond to any notifications from your audience in a timely manner, keeping responses within 15 minutes. This makes your audience feels valued. It’s essential to know your audience, what they care about, and when they are likely to interact. Reach out to new followers, mention loyal listeners, and identify future followers.
5. Provide value to your audience. It’s important to provide fresh content and write articles to contribute to the curated list of links on Facebook, Twitter, LinkedIn, and Google+. Create a blog that can be planted on your website, giving your audience a reason to revisit the website and pay attention to your social media posts. Generate content taking the most recent analytics into consideration. Any breaking news can be shared or retweeted from a respected news outlet that reflects the interests of a brand.
6. Meet with your team. Social media marketing aligns seamlessly with sales and marketing. It is important to coordinate thoroughly on any upcoming campaigns. This also gives a social media manager insight for broadcasting any notable brand developments and press mentions. Earned publicity is marketing gold and easily advertised on social media to demonstrate relevance and authority.
7. Review and adapt. It’s essential to always review the audience’s reception of social posts throughout the day and incorporate the data into the upcoming social media strategy. Social media management is 24/7 and requires immense adaptability as technology and trends constantly evolve, but it’s crucial in the digital age to participate in the ongoing conversation that your clients or potential clients are having, with or without you.
Social media is an exciting branch of marketing, but it’s not all social fun and games. The impact is essential to creating a loyal client-base.