Where is social media at currently?
There’s hardly a week goes by without someone announcing that this platform is dead, or this site will go ‘pay to play’ or something similarly dire. But the straight fact is that 42% of the world’s population uses social media in some form. Yes, that’s over 3.2 billion people. No-one wants to ignore a potential 3.2 billion person marketing avenue!
How I manage social media accounts for clients
1. Set up the account
If you don’t already have an account for your business, you can set one up quickly and easily. If you have a personal one, then you already know how to create a new one. Except this time, it will be for business purposes. (And yes, you want to keep your personal and business accounts separate.) Some benefits of a business account are:
-Analytics – see how your account performs, if you are getting traffic, etc.
-Ads and promotions
-Keeping business and personal separate (while it’s cute to show your friends and family that your infant poo’d all up its back, it’s not as cute to show your potential clients/buyers that. Even if it IS #reallife)
-Sometimes you can only connect different platforms to each other if they’re business accounts (for example, you can’t connect a
-Facebook and Instagram account unless you’re connecting two business pages. It can’t be one personal and one business.)
-Look professional and legitimate
-This can take roughly 20-30 minutes. (Most likely less!)
Optimize the account
2.Add a profile picture, bio, links, etc.
Not sure whether your profile picture should be your face or your logo? I use this tip:
If you are selling a product, use your logo. You will be most known for your brand or most popular selling item, but rarely by the person who creates it (not in every case, though).
If you are selling a service, use a [professional or really nice] headshot. People want to see that they are paying a real person (not a robot) to provide the service to them. What does it mean to “optimize”? Basically you want to prime your profile for SEO, or Search Engine Optimization. In lay terms it’s just taking keywords (words people use to search for your specific item/service) and add them wherever you can. This allows you an opportunity to appear in searches. (Read more about SEO in this post.)
Add keywords to your name/title, to your bio, wherever you can.
As for links, be sure to include where you can be found and contacted- a website, another social media channel, email, an online store, etc.This can take anywhere from 30 minutes to two+ hours, depending if you already know what you’re going to say, know what picture to use, if your links are set up, etc.
3. Create content for the account
Next step it takes to manage social media accounts is to create content! You need something to post to those platforms. An easy way to do this is to create a content calendar first. Get a calendar template (or planner, scrap paper, whatever you prefer), write out the next 30 days (depending on when you start this, it may not be within a “calendar” month. Your “month” might be March 20th-April 19th. Know what I mean?) Fill in anything that is happening in those thirty days (a holiday, event, special day), etc.
Next, plan what you’d like to share. Common posts are intros (especially if you’re just launching a new social media account),
-about me/my business,
-what you do/specialize in,
-where you can be found/reached,
-behind the scenes, service(s) your provide, product you create, etc.
Optional: Research hashtags (optional step that can be done at a later time)
Hashtags are one of things that help your posts get seen in searches for Instagram and Twitter (and now Pinterest!). It is a great way to see everything related to that long keyword all in one place. One of the key aspects in managing social media accounts properly is the ability to get seen and gain followers.
After figuring what to post and when to post it, you should, well, post it! If you’re starting a brand spanking new account, I recommend having at least one post up before you start following people or trying to get followers. (People like to see what profiles are about, what value they can get from it, and if you have nothing to see they may not want to follow you.)
This should be done – AT MINIMUM – once per day. Ideally it should be done twice per day (morning/evening) for comments, or each time a message comes in (because it could be a lead). This does take time out of your day, so you can be the judge of when you do this. (For Instagram, it is suggested that you interact for at least 30 min before and 30 min after you post. This tells IG that you are an active user, and they decide that they’ll show it to users.)You should spend at least 30 min – one hour doing this, each time you decide to do it. Interaction is key, and remember-the more interaction the post gets, the more it can be “bumped” or perceived as “popular” (which means more people will see it!)
5. Account Analytics
One of the final steps is review the analytics of each platform to see if your strategies are working. You can also check what posts are popular, so you can create similar ones (to get that engagement). You can check analytics weekly, biweekly, or monthly, it all depends on what you need to know. If you are doing management for clients, you will also have to craft analytics reports.
Analytics in itself takes a bit to learn how to interpret, and a little more to be able to explain to your client(s) what they mean. They also allow you to craft strategies for each account. (Each social media channel will need a different strategy.)
This can take an hour or more, depending on how well-versed you are in interpreting analytics. It can also take longer, depending on how many accounts you are analyzing.