FAQ Friday: Social Media Management


Exploring ways for your brand to stand out on social media can feel like you have fallen into a time warp, but it doesnt have to be like that. Knowing and understanding how social media can work for your business is half of the battle. In this week's edition of FAQ Friday, we will discuss how social media management maybe a great fit for your company.

How can a social media manager help your business?

A social media manager is tasked with guiding, monitoring, and measuring your company's presence across social media channels.

In light of the fact that social media marketing increases your exposure by up to 90% while increasing your organic traffic and customer loyalty, filtering and monitoring your social media presence is absolutely essential.

It's then surprising that over half of social media marketers aren't adequately (or at all) measuring their social media success to wring the most ROI out of their efforts.

Since a social media manager has a direct effect on your business' bottom line — e.g., through social media marketing's ability to generate quality leads — businesses forgo social media management at their own detriment.

What are the benefits and challenges of engaging prospects on social media?  

Engaging your customers on social media is increasingly turning into the most important means of creating customer loyalty and extending into new markets.

Getting the word out about your brand, generally, or fresh products and services, in particular, is one thing, but actually making sure that every inbound and outbound marketing opportunity is seized upon by a skilled, flexible team of social media managers and community managers is quite another.

A whopping 83% of social media marketers already concede that social media is critical for their business, yet 56% of companies struggle to make sense of social media data (mentions, fans, followers, traffic, etc.) coming from multiple social media channels.  

Also, as many as half of businesses struggle to bring their social media marketing efforts and their overarching marketing agendas into harmony with one another.

Business owners correctly see increased exposure and lead generation as two of the primary benefits of engaging prospects on social media; the struggle can be measuring social media marketing's ROI and integrating social media marketing with your larger marketing goals.

What's the difference between a social media manager and community manager?

A social media manager is usually tasked with embodying your brand across social media whereas a community manager simply advocates your brand on sites like Facebook and Twitter. The differences between social media managers and community managers often boil down to their respective day-to-day job duties and the audiences that they engage.

On the last point, social media managers usually try to enhance engagement with prospects who already know about your brand. Community managers, on the other hand, create a social persona and venture into online communities in the hopes of increasing awareness of your brand to prospects less developed in the buying cycle.

  • Social Media Managers

The fact that social media managers deal with prospects who might have a better understanding of your company and its services affects the ways in which a social media manager helps your company.

Social media managers generate fresh content, interact with customers more directly by responding to comments in real-time, pose and answer questions, and generally embody the brand more directly.

  • Community Managers

By contrast, community managers go into online communities to connect with prospects while being a strong advocate for your business' brand.

Community managers are fundamentally trying to increase brand awareness for prospects without as much prior knowledge of your brand.

Both social media managers and community mangers are, therefore, indispensable since each engages customers at different phases of the buying cycle.

How is social media management crucial for understanding your target audience?

The vast majority of businesses can benefit from taking on social media management because most businesses deal with social media one way or another, and a pillar of business success is understanding (and marketing to) your target audience.

A social media manager knows how to utilize tools like Facebook Insights to glean a better understanding of page performance, which informs the best time to post and the type of content that gets the most social media currency (e.g., likes and followers).

  • Social Media Analytics

More advanced social media analytics coupled with ongoing monitoring of page performance tells social media managers what to do more of in order to increase both brand awareness and customer engagement. Social media managers can also pick up on the kinds of language as well as the demographics and psychographics of your company's target audience.

Using geo-targeting to send messages or promotions out to your target audience helps you to market more effectively and wring the most out of your Facebook and Twitter presence.

When effectively tracked and monitored, social media management can also provide instant feedback into what's working and what needs to be improved — this might allow you, for instance, to gauge customers' perspectives on a new product launch or marketing campaign.

For social media management to bolster your web traffic, customer engagement and search rankings, social media management needs to be monitored and integrated into your larger marketing agenda.

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