Social Media Management is about designing and implementing a process that involves planning, creating, publishing and monitoring your content.

We usually would do this on either one or multiple social media platforms, social media management is quite a complex task and involves multiple strategies and learning the best practices.

Social media managers must stay up to date with the trends and monitor the progress to implement improvements and create strategic plans for any future project for their team to follow and implement on a daily basis.

In our guide, you’ll learn more about social media management and what you need to succeed. Read to find out what you need to know to win on social media and how you can’t just ‘wing it’.

We know several businesses that pop up offering services they shouldn’t be as they have little to no interaction online when they post on social media and their content is often a copy and repeat from others.

While getting ideas from others can work, to have consistent growth and ROI (return on investment) you need to be producing unique content.

When looking at social media management, we need to develop a strategy otherwise known as a process and this involves analysing and developing a strategy that is tailored to the business goals of individual clients.

We need to have conversations on social media and create and distribute content on a regular basis and make sure we report on the effectiveness of the strategy, this is so if a change is needed we can quickly do so.

If you aspire to manage social media or looking to strengthen your skills, then our guide is for you.

In 2023 social media will be an integral part of any company’s strategy for business growth.

With the right social media management, it can help them reach their goals and better connect with customers.

Social media management will allow you to build and manage all of your company’s brand, with engaging content that can connect with your audience.

With strong social media management you can get a higher ROI for both paid and organic advertising online and with the rise of social media businesses can reach out to customers wherever they are, as long as they learn the best way to do it.

A social media manager is responsible for developing the strategy and managing the online activities with the social media platforms. The goal of the manager is to drive sales and help existing customers and develop future effective campaigns that help ROI.

A social media manager represents a company’s brand across multiple Social channels. They will typically respond to comments and create new content that will be effective for their client. The goal is for the social media manager to improve the online presence or build a new following from the ground up.

A social media manager needs to have the skill to create the necessary engaging content and offer the services they often do offer on their websites.

Skill in managing backend platform analytics tools and keeping up with social media trends. There are lots of skills required and good content writing is a necessity too.

If you work for a company there are opportunities within your office, maybe you work for the Marketing team and can help improve your brand presence on social media.

You may be a freelancer looking to start your own agency or small business, either way, make sure you harness your skills and practice with your own social platforms before asking potential clients to pay money.

Soon we will start our review section for existing companies and how they perform on social media, especially compared to what they offer clients.

There are always a few social platforms that are considered the most popular.

Whether that is TikTok, Facebook, Instagram, Twitter or something new to the market.

Businesses in 2023 should use each of the following as part of their social strategy:

With Facebook, you can post photos, text and videos from your business and this can be awesome for communicating with existing and potential customers.

In January 2022, it was revealed that almost 10 per cent of Facebook’s audience was made up of women between the ages of 18 and 24. The platform’s biggest demographic group was men between the ages of 25 and 34.

Facebook has over 3 billion active users and it can be incredibly effective if used correctly.

However, Facebook is all about the type of client you want to attract. For instance for us as an IT company, Facebook would not be as effective as say Linkedin.

But, it can still be incredibly effective for spreading the word and use for promotional content when we are targeting specific demographics.

Facebook pages can take up a lot of time and effort. You may have to dedicate a staff member to making sure they manage the page effectively and produce engaging content that their audience likes.

The rules of Facebook can be complex and often change, the manager will need to keep up to date to ensure no penalising is done.

If you violate rules, no matter how long you’ve had your page it could suddenly be gone if you violate rules.

Instagram can be a great way to boost brand awareness, by building and tracking audience engagement.

You can easily find new customers and develop effective marketing strategies.

Instagram demographics

A report was released in January 2022 and over 17% of users were men and half the global population is aged 34 or younger.

With an Instagram business profile, you are given the tools to run your business efficiently.

It includes features such as analytics, call-to-action buttons and third-party integrations.

There are far too many bots on Instagram, you need to find the right posting schedules to find the best engagements.

With bots, you run the risk of growing your page quickly but finding out it’s lost numbering and it can make your marketing strategy even harder.

Linkedin is awesome for connecting with like-minded experts in their field and other brands to fuel your network. It is a great way to market your company and also attract new talents.

LinkedIn demographics

Almost 40% of LinkedIn’s global users are between 25 and 34 years old. The platform’s 35- to the 54-year-old age group is responsible for 30% of its total user base, while the 18- to 24-year-old group accounts for 24%.

Linkedin is a very powerful marketing tool that enables you to connect with professionals and promote your brand and attract followers to help your business grow.

Linkedin users get better results if they are long-time users and they may find it hard to get traction at first. Your competitor may even be dominating that current space, you may have to be quick on your feet to alter your approach quickly on the fly.

Twitter is awesome for keeping up to date with the latest news and events happening around the world.

You can improve your brand awareness and improve your public reputation, and Twitter can become a great source of leads.

Twitter demographics

In 2021, the global audience of Twitter was composed of over 35 million users aged 25 to 34 years old.

The second-largest demographic on the platform were users aged 35 to 49 years old.

We use Twitter for customer service and community building and you can use this in your business and grow your brand’s voice.

If you’re new to Twitter it can be hard to figure out the tricks to grow and as the platform is limited by a 280-character limit, this makes it incredibly short-form.

TikTok can help businesses of all sizes create and manage their ads and promote their brands and increase their follower count.

TikTok demographics

In the US, 25% of TikTok’s active users are aged 10-19. There are also 22.4% of the company’s active users in the U.S. are aged 20-29.

TikTok is an amazing tool for businesses, that can be used to create creative and engaging advertisements that will make their brand popular with the masses. With TikTok, you can create user engagement and get participation and other opportunities for engagement.

Getting known on TikTok can be difficult, especially if you are a newbie. You may spend hours shooting video and then edit it down to make logical stories that are quite short in length.

It is possible you may gain hate rather than love from the wrong people viewing your video, but that will take a while to grow and harness your skills to make that leap.

Starting with YouTube may be a great option, YouTube can help you reach a wider audience and increase traffic to your business or brand in a good way.

YouTube demographics

According to data sourced from Statista, the total number of YouTube users is 53.9% male, while 46.1% are female. This data is based on the company’s reporting structure, which supports both male and female users between 16 and 64 years old.

YouTube should be vital to any company’s marketing strategy. You can easily upload and import video content and that makes it an ideal tool for any business to use. Video marketing is definitely a unique opportunity for any business.

Even YouTube for all its user base can be a long and hard journey to gain followers. You need to take the steps to improve your videos and thumbnail content, make sure you create and publish regular videos and make sure it is seen by your targeted audiences.

Creating a YouTube channel requires a lot of hard work and dedication.

There are lots of great platforms to use, just check out a few best practices you should follow while optimising your campaigns.

When thinking about building your own online presence, you need to realise the importance it is that you identify and organise your competitors. You can then evaluate their current state and how they’re doing with their online presence.

Check both your direct and indirect competitors. Your direct competitor is a business that offers the same product or services and the same kind of clientele as your own.

An indirect competitor is a business that sells a product or service to a different customer sector but offers similar. Understanding this will mean you can identify good areas of potential growth.

Read each social media profile with fresh eyes. Check your backend analytics and data tools. Have you set goals for this particular platform?

Assess whether or not your goals have been reached or not and why? Your old goals may become irrelevant as your business changes and as you begin to understand the platform better.

Compare your profile to your competitors. Do they have anything in common? Are they doing something you aren’t? Do their statistics align with yours? Make a note of this and if they are engaging in influencer marketing and if it makes sense for your brand too.

Your audit may reveal some weaknesses or poor performance, but don’t worry, conducting an audit will put you ahead of the game.

One of the most effective ways to make goals more powerful is by using the SMART mnemonic. There are many variants, but the main one is usually:

S – Specific

It’s clear and detailed. For example, setting a goal to get 100 more Twitter followers is more specific than “getting more followers on social media”.

M – Measurable

It usually has a quantity attached to it. Followers, comments, and likes are all easy to measure and track on social media.

A – Attainable

Is it actually possible to get 1 million views on your very first-ever YouTube video? Probably not. Instead, conduct research on what is realistic and what isn’t before getting started so you aren’t unnecessarily disappointed later on.

R – Relevant

Does this goal align with your greater marketing objectives? What about the company’s goals for the quarter or year? For example, you may feel like everyone is on TikTok, so your brand should be too. But take a beat to decide if it’s truly relevant to your needs before you begin allocating valuable time and resources towards it.

T – Timebound

Make sure you add a due date or time range in which the goal needs to happen; otherwise, you may find yourself and your marketing agency deprioritising it when other projects come in.

It is often recommended that you should spend around 5% of your revenue on your marketing budget. You may spend more dealing with B2B but less so for B2C.

Your budget should include the right tools to make the content and project management tool and any additional help from third-party collaborators.

Before you look for a customer you need to get an idea of who they are. I am guessing your ideal customer is someone who is interested in what you are selling and how it can fit into their life or business.

Gather as many details as possible and then create a personalised marketing strategy. There are a lot of social media tools that can help find you more about people. Facebook has an audience insight tool. You can enter all the information from your personas into the social platform of your choice and create new audience demographics.

Check the information you have access to, such as customer services and sales analysis from your own company.

Know your audience and build authentic relationships with them over time. Respond quickly and deal with any online complaints quickly.

Take constructive feedback to heart and use this to strengthen your brand.