5 things you need to seriously consider when managing your company’s social media

As a business owner or social media marketer, your main job involves creating the best performing social media profiles for your brand. While five years ago your main concern may have been whether you should take up social media at all, now your mindset should shift to how you can scale your business through social media.

The numerous opportunities for your business should make you very excited. Keep in mind, though, that this is a double-edged sword. If you don’t keep your social media up to a certain standard, it is very likely that it will harm your business rather than grow it. To help you cope with the sometimes overwhelming challenge of managing your social media strategy, here are the 5 critical elements you need to consider before starting your next campaign.

First and foremost, mapping your road to success should always be the starting point of designing your brand’s perfect social media strategy. Starting without a detailed strategy will be like going into outer space with no target destination in mind – you can wander all you want but your exploration outcomes will be minimal. Think of your social media strategy as a journey to a destination where your customers are presented with the best vision of your brand and are happy to engage with your business. Make your strategy tailor-made for these people, consider their interests and the way they behave in social media. Based on these, set achievable objectives, create an actionable plan and content calendar showcasing your brand’s creativity. Setting your social media priorities right from the beginning will ensure that any posting activity is focused around your brand values, targeted to users, and is able to efficiently track the outcomes for your business.

In the battle between quality and quantity of social media content, quality always wins. Period. Still, many businesses fail to recognize that distributing high-quality content contributes to the increase of followers of their social pages. People decide to follow you based on the quality of your content and the value it brings to them. Consequently, your social media posting contributes to a reputation over time which shows your audience that you are a trustful and reliable partner. The counter effect is simple – your customers will stop considering you in their purchase decisions, will start ignoring your content or even unfollow you. Quality means that your content needs to be engaging, informative and consumable, bringing genuine value to social audiences. Keep clear of providing too much information, as this hides the danger of getting into the social media clutter.

Even though relevance is a key part of quality content, its importance is so significant, that it deserves a completely separate discussion. Relevance means more than delivering up-to-date original content, it involves the synchronization of your brand values with those of your customers at all times and across your complete online presence. By being relevant you need to deal with the challenge of putting out content at moments when the attention of your customers is particularly sharp, as during holidays or viral moments. To achieve this, you need to have a great content strategy which ensures a consistent flow of content and visibility for your brand. Apart from that, the effective social media manager needs to always be on the lookout for opportunities to engage their customers and make use of viral trends which present viable business prospects.

At the end of the day, the broadcasting of your social media strategy is always restricted by the number of languages you are able to show it in. Not only that, but you also need to adjust it to the cultural differences among your audience. The days of standard globalized content are long gone. The reality is that social users want to consume content that is close to their cultural traits. They want to feel valued at a local level, taking account of important aspects of their surroundings and society. Working with both Western and Eastern European markets, our team of social media experts take particular care when communicating our clients’ brand values. This stresses the importance of tailoring your message to the cultural dimensions of customers in a way that also has the potential to grow your social presence and expand your followers base.

Unless you are a social media publisher, it is unlikely that you manage only a single marketing channel. The problem comes when you need to ensure that all platforms work towards achieving the same business objectives and portray your brand in a consistent manner. Overcoming this challenge will allow you to multiply the effect of other marketing activities and scale the investment you have put into these channels. To help our clients see the effects of their social investments, we design a dynamic strategy for their accounts which incorporates all marketing campaigns that are important for their business. This ensures that your social media strategy responds to your brand’s vision and brings value to your overall marketing strategy.

Keep in mind that optimizing your social media is not a one-off process, it requires a constant dedication and a creative flair to engage your followers. In turn, it will allow you to solidify your brand by gaining valuable insights about your customers. Base the decisions you make about your business on the unique trends of your target users, their interests and priorities online. In this sense, social media will provide a significant return on its investment not just in terms of completed sales, but also increased brand awareness and customer engagement.

Start transforming your social media presence into growth for your business today. We are giving away free assessment of your company’s social media profiles which will reveal your readiness to use social media as an effective business tool.

Get in touch here by providing an URL to your social media page and/or any concerns or questions you may have.