Social Media Management
Social media is about integrating marketing efforts into an understandable process that the whole team can interpret the results and take actionable steps. I have worked in small teams of three people and within a dedicated position in a 12-person team, where everyone specializes in a specific process for managing a company's social media presence.
Here are some of the companies' social media accounts I have had the pleasure of working on.
When it takes a team
The tools I am familiar with that have allowed me to be successful in managing content calendars and working with others are:
Walking before running
The research phase is essential to any account I start to work on. My initial questions revolve around assessing the page. I want to understand how the platform will give the company an advantage.
If there is already a presence on the desired platform, is the brand voice struggling to be clear? And to whom? At every stage and in every new campaign, research is essential. Click the button below to understand more about my research process when it comes to discovering the data that informs how I resonate with target audiences.
You need 4 quarters to equal a dollar
Social media strategy needs to align with industry cycles and business quarters. Working at an agency, I managed a range of clients, and determining the return on investment for the social media strategy depended on the eb and flow of their industry. With each quarter having its positives and negatives, the strategy has to reflect that.
Trends allow you to jump between conversations, which can boost awareness of popular topics, but what happens when that well runs dry? Remembering to align social media campaigns with traditional marketing and sales goals gives you consistent material to talk about. Leaving social trends as a way to create unique content that is catered to your audience.
Now, where are we putting it?
I want to maximize potential by tailoring events to specific platforms and avoid forcing the star-shaped block into the square hole, even if it fits. Knowing where to upload content allows me to leverage platform-specific features such as Instagram polls, Facebook events, and dimension sizing restrictions.
This creates quality over quantity. Businesses don't have to be everywhere, just where it matters for their target audience. Each platform should have a different approach, a different reason to post.
Platforms I have experience with:
