For some people, they thought that being a social media manager is an easy job. To those who don’t know the technicalities behind the role, it may seem like a job where you post a photo or a video, like and respond to comments, and that’s about it. However, there’s so much more to it than just merely liking and following. We will take a deep dive into what really makes up for an effective social media manager using the evergreen strategy and see how complex and exciting social media marketing is.
What is a Social Media Manager?
In essence, a Social Media Manager is someone responsible for building a brand’s presence online. It can be any of the social media platforms like Facebook, YouTube, Instagram, Twitter, LinkedIn or Pinterest. They analyse consumer behavior and trends to create a strategy to improve the effectiveness and conversion of each platform’s performance using social media analytics or other third-party tools and software. A Social Media manager is required to respond, engage and moderate each post. Some of them work independently, and others work with companies under the digital marketing division. They work hand in hand with the design team to make illustrations, pitch in ideas, plan, collaborate and launch effective campaigns for brands.
What skills should you have?
Being a social media manager requires a lot of skills. You sometimes switch on different roles. You can be a marketer, a customer service representative, a researcher, a copywriter or a graphic designer! You need to know all these basic responsibilities, especially if you are working for a startup client or for an individual who wants help build their social media presence. If you will be working in a large company that has several departments who can handle the design, the writing and the customer service, then you are lucky. You can focus on the main responsibilities that a social media manager has. To become an effective social media manager, you must be strategic, patient, and have the knack with technology. You should constantly read updates about the latest news regarding social media because we know that there are always constant changes, especially with algorithms and features. The most rewarding thing about this job is you never stop learning. It also unleashes your creativity. Cultivating these skills can level up your game to become a social media expert.
What is an evergreen strategy?
Evergreen marketing is a strategy of coming up with a content that stays relevant (and usually has no expiration) This usually applies in web content writing but can be used in social media marketing as well to create a long-lasting post that may align with your SEO strategy. Posts about trends and news are not considered evergreen, as it has a time period and doesn’t last. Evergreen content is usually more effective because it leaves a lasting effect and traffic grows over a long period of time. We can apply the Pareto principle here, meaning 80 percent of the traffic comes from 20 percent of your posts. So, it’s crucial to have a strategic social media post to attract people, and that’s why evergreen is one of the most effective approaches in marketing. Some examples of evergreen content are how-tos or instructional video or content, tips, product reviews, and listicles.
Create a compelling and creative video
Videos are becoming increasingly popular on social media because it can easily be consumed. People will watch the video and find it more digestible and entertaining compared to reading. A well-curated and entertaining video for 5 to 10 minutes can hook your audience. Make sure that when you post the video, your caption should also be enticing with a Call To Action. You should optimise its organic traffic performance by adding relevant hashtags.
2. Reshare Your Blog Posts
If you have evergreen content on your website, chances are, you’ve already shared it on your social media platforms. But based on a review from Buffer, resharing content can be an effective strategy in building your presence out there. It’s also one of the techniques being used by our infamous social media expert Guy Kawasaki. By resharing your evergreen articles on your social media posts, it drives additional traffic to your website, and for most of the people who have followed your platforms, they will be seeing it again. Some of them may have not clicked the link the first time they stumbled upon your original post, but if they see the article again, they’d be inclined to check out the link this time. However, make sure that when you reshare, to tweak the caption a bit and make it different from the ones you originally posted so it won’t look like you’re just repeating it. By resharing and reposting, you’ll also target multiple time zones. The wider the reach, the more exposure you’ll have.
3. Monitor. Monitor. Monitor
Social media is also a numbers game. Every strategy will need supporting data and analytics. If you aren’t making a note of this information, you won’t see the company’s progress. Collate and gather all the performance of your social media platforms you’re managing and put them on a file or spreadsheet for evaluation. This way, you’ll be able to know which one is performing poorly versus the one that has more traffic and engagement. You may utilise each social media platforms built-in analytics or a third party software or a tool like Netbase, which analyzes the brand’s performance from social platforms, websites, forums, comment data, blogs, news and review sites. When you’re able to determine each platforms performance, you’ll have the ability to come up with your next strategy and game plan. Make sure to discuss this also with your client or whoever is involved in the marketing. Part of your role is to seek ideas as well from your team.
4. Know the right way to measure growth
In social media, we have several metrics that we need to study and analyse. It can be really overwhelming at times but patience is the key. Social media performance can be very tricky. We can use several approaches on how to gauge your social media performance by:
Determining the follower count.
This is the most common approach but everyone knows that this is a vanity metric. A lot of business accounts have a huge following but when you check out the followers, it mainly consists of bots and fake ones.
The number of reaches.
Tracking your social media reach tells you how many people have seen your content. The more people you reach, the more you can boost your brand awareness. This is the most important aspect of social media for businesses.
How many people have commented or engaged with your post. It wouldn’t be called social media if we can’t be social right? The main point of this is to engage with your audience. Make sure to respond to comments, like the posts on your feed, reply to messages on your inbox and basically be human and interact with your followers.
5. Be smart with the hashtags!
Hashtags are an important part of social media. But each platform is different on how many allowable hashtags you can use. The maximum allowable hashtags you can put on an Instagram post is 30. But with so many generic hashtags out there, it’s not even smart anymore to junk your post with too many hashtags just for the sake of being found. 15 to 20 relevant hashtags are good enough to be found on search results. Now with LinkedIn, it is not advisable to use a lot of hashtags since the algorithm of LinkedIn differs from that of Instagram. A maximum of 5 is enough for a LinkedIn post. These hashtags should be specific to your niche or industry.
6. Study and observe your competitors
It is true that you can always make out a friend with your ”enemy” as the saying goes. Your competitor serves as your best friend and your mentor when it comes to improving your strategies. Find out how they promote their business, what their offerings are for their consumers, what they are lacking off. By observing your competitors on how they do things, you’ll have clues on what could work out best for your campaign or what won’t.
7. Post High-Quality Content
Keep a mindset how you can help your clients and customers. This is the best approach to make your post useful and relevant. At the end of the day, it should always be about the people who read your content. Show that you care for them. Provide helpful tips and anything that people can relate to. One effective way with social media marketing is storytelling. Make your post sound like you’re sharing your experience and it’s a guarantee that people would engage and respond especially if they can relate to the post you just shared.
Social media managers encounter a lot of challenges with their day to day activities. Time is usually the main complaint. There’s never enough time to curate the content needed, posting at the right hour, do research, get approval from clients and so on. Apart from that, coming up with fresh ideas can be difficult as well. It is an industry where you always need to be creative. One way to solve this is to regularly brainstorm with your team and be open with other people’s ideas. Overall, it’s the type of job that is rewarding. You just need to work extra hard and continue learning and discovering new innovations so you are always at par with the social media trends.