Staying on top of the constantly shifting landscape, terminology, and sheer number of different social media platforms is a more than full-time job. It can be challenging to keep up with your personal social media accounts, much less the official account for your company. So how can you effectively manage your company’s social media accounts without spending every waking hour expanding your social media audience and responding to their posts?
Narrow Your Focus
Primary aspects of marketing include knowing who your customers are and how to cater to their needs, as well as identifying new audiences who might become customers and reaching out to them. This applies to social media as well.
You don’t need to be active on every platform at the same time. Even if you are active on several platforms, you don’t need to allocate the same amount of time and energy to all of them.
Understanding the user base of each social media platform will allow you to prioritize a select few and scale down efforts on, or entirely abandon, others. This is called developing a channel strategy.
As Sculpt points out, the ideal balance of time and effort should be 80 percent spent on your primary channels of communication or platforms and only 20 percent on your secondary or exploratory channels.
That means that if your company specializes in business to business (B2B) services or products, your primary channels should be LinkedIn, Facebook, and Twitter to communicate and engage with your primary and existing customer audience. Secondary channels, such as Nextdoor, Reddit, or even TikTok should be used only sparingly to test the waters for new audiences and remain connected to current trends.
Plan Strategies Ahead
Take the time to sit down and create a strategy for your social media marketing. Identify what your goals will be and how you want to measure the success of each effort to achieve those goals. SociallyIn suggests that by creating a schedule for what content to release, as well as when and on which platforms, you can stay on top of your goals without stressing about forgotten tasks. Some third-party programs offer the ability to schedule messages ahead of time, allowing you to save time and effort with batches of similar messages across platforms.
From a day planner to carefully timed automated releases, planning out your marketing campaign’s runtime and analysis period will improve your experience and results. As you find marketing campaigns that work, consider planning to repeat the campaign on an annual basis, pending analysis of the efficacy each year. This would also have the benefit of having a chunk of dedicated time each year without having to develop a new marketing strategy.