Maintaining your brand’s social media presence can feel daunting. So much so that often, businesses and organizations set up their social media platforms, post a bunch for the first couple of weeks, and then get too overwhelmed and stop altogether. As you may have guessed, this is not a good plan. Social media creates incredible opportunities to maximize awareness of your brand, drive leads, and activate influencers… but not if you’re not active.
Thankfully, we have good news! Social media management doesn’t have to be as hard or as time consuming as you might think. In fact, you can do what you need to do in just a few hours each week.
That said, we do have one caveat: There are some steps you should take in advance to make this easy maintenance possible. Here they are…
First and foremost, if you want to ensure that your social media efforts are an effective and strong representation of your brand, you’ll want to take the time to develop a social media strategy. In doing so, you’ll have a solid understanding of your audience, competitors, key channels, and content strategy, which will put you in a perfect position to confidently and efficiently develop and share content. If you’re still not sold, here are our thoughts on why social strategy is so crucial.
Do Your Research
Once you’ve developed your social strategy, you’ll have a good idea of who your audience is and how you want to talk to them. But a little bit of additional research will make management even easier. First, take the time to develop a list of commonly used Twitter hashtags in your industry. Knowing what these are in advance will help you as you develop content and look for relevant posts to share with your audience.
Then, do some research around influencers and thought leaders in your field. Create Twitter lists that break these individuals and organizations out into different audience segments or content types. For example, if your target audience is moms, you might have lists for mom bloggers, parenting experts, and influential pediatricians. These lists will save you a ton of time when you’re looking for content to share each day.
Invest in a Scheduling Tool
There are many different social media scheduling tools out there. Sprout Social is our current favorite, but all will save you a ton of time when you start to publish your content. Do some research on what each tool has to offer, and then set it up for each of your channels. This will allow you to schedule a lot of your social content in advance, as well as engage with your community in a more efficient manner.
Once you’ve completed these initial steps, you’re ready to start pushing out content. Here are the simple steps we recommend that you take to maintain your social media presence:
Schedule Posts in Advance
There are certain aspects of your content strategy that you’ll be able to prepare and schedule in advance. For example, you can promote elements of your brand that won’t change, such as newsletter sign-up or details about an upcoming event. Your content strategy will inform you about the frequency and timing with you should be scheduling. This way, if you don’t have a ton of time to post live throughout the week, your feeds will still remain active. That said, we have one important note to share: Take the time to make sure everything looks good throughout the day every day – sometimes, a post will look great when you schedule it, and get messed up when it goes live. You never know!
Share Live Updates
Odds are, part of your content strategy includes sharing news or information that you can’t schedule in advance. In order to keep your voice authentic, get on your social accounts just once or twice a day and share something original that you’ve found. If you don’t have time to share anything original, it’s okay – just skip ahead to the next step this time.
Engage & Share
Choose two or three times each day on your calendar to take five to ten minutes to do the following:
- Respond to all comments and mentions that have come in
- Review RTs and new followers and thank as appropriate
- Check your Twitter lists and the list you created of commonly used hashtags, and share a few pieces of content that are relevant to your brand (Note: Now, you can re-tweet with comments – do so if you have an extra moment!)
That’s it! Of course, this isn’t an exhaustive list of social media management best practices. But if you follow these simple steps, you’ll be able to maintain a solid social presence for your brand, in a manageable amount of time.
What are your favorite social media management tips? Share with us! Here’s how: