In recent times, managing a social media page has come to mean more than just posting. There is the timing of things – brands and businesses have figured out that in order to get the highest engagement on the content they post, the posts have to go on a social media page when the target users are most active. Every page has its own features, tools and insights, and managing this requires skill, proficiency and timeliness. Further, in one organisation, some accounts could be dedicated to sales and digital marketing while others may be used for client servicing.
Social Media Page Management Strategy
A social media strategy can help bring about cohesiveness in the brand image being portrayed across different social media channels. This is particularly important where there are different people running multiple accounts. An effective social media strategy includes procedures, policies and a style guide to create a structured similarity.
Creating an Editorial Calendar
Editorial calendars provide direction and help ensure that a digital marketing team stays focussed on the strategy being followed to optimise a social media page.
An editorial calendar brings together project managers, writers, editors, graphic designers, and everyone concerned with social media. Further, it can be useful for spotting any missed opportunities in the posting schedule.
Once a calendar is on place, one can learn how to schedule posts on Facebook and LinkedIn, and define timings for posting on Instagram.
More On Page Management
Having a social media page is like having a window into the needs of the target audience. Through a social media page, a brand can not only communicate with the audience but also share content, drive advertising strategies, tap into the analytics, and correlate the growth of a page with respect to the content being shared. This also includes profile management for influencers and public figures. Optimising a social media page can help create and propel a brand in more personal manner than generic advertising.
A social media page also helps brands and businesses connect directly with users. There are many examples of big brands running online forums on the brand social media page where users are able to give feedback, make complaints, and connect with the brand.
An effective social media page plan can also help drive user-generated content, wherein users post their own content in the form of text, visuals, or even videos. Doing this can require significant monitoring of the content, but it works well for many B2C brands.
One can also plan and pre-schedule an entire week’s or month’s worth of posts for Facebook, Instagram, Twitter, Pinterest and more in under 60 minutes using the right tools.
Almost all social media platforms have their own basic analytics, and these can be great starting points to tweak the social media strategy. Analytics can help measure the engagement and bounce rate, as well as the kind of content being preferred by the users.
Managing a social media page is therefore the coming together of all these elements and efforts to create an online brand dialogue.