Social Media Management is a delicate task. Not only is it necessary to know-how
social networks work and how to create attractive content, but you also have to
know how to monitor and analyze metrics and have a large dose of empathy and
common sense. Only then can the ultimate goal be achieved: attract more
customers.
Social platforms have become a meeting place for clients and
companies. There a dialogue is opened that combines advertising messages and
customer service. 80% of businesses think that they manage their networks well,
particularly when it comes to customer service, but consumers are not so clear:
only 8% of them agree with this statement, according to statistics from Smart
Insights.
We tell you how to eliminate this gap with some tips for
managing Social Networks.
Tips for Managing Social Networks
Do your best to get
to know your audience. Social media content should be relevant to those who
are potentially interested in your business. Therefore, the first step in the good management of Social Networks is to do
everything possible to get to know your customers in-depth.
This not only includes knowing their demographic data (for
which networks like Facebook or Instagram offer very complete statistics) but
also knowing what motivates them, what their frustrations are, and how your
product or service can help them. To find out, you can try launching surveys on
social networks: Facebook, Twitter, and Instagram (in the Stories part) allow
you to do so.
Generate a style
manual. The style manual is a document that guarantees consistency in all
the publications on networks made by a brand. It collects information on the
style of the visual part (images or videos) and the language used in the
publications and comments.
This document will be very useful for the training of anyone
who is going to take over the management of Social Networks, and as a continuous
reference for anyone who is in charge of the networks. The manual should
include a description of the audience, the tone of language to be used
(generally somewhat more informal than typical brand communication),
instructions on how to handle comments, and words to use and avoid, among
others. other points.
Check networks
frequently. Although most social networks allow content to be programmed,
so that it is not necessary to enter the networks daily to make publications,
it is necessary to check the networks frequently to see if any client or
potential client has left a complaint, question, comment or thank you.
If we do not locate and address negative comments in time,
we run the risk of creating a snowball that grows with each passing hour. Network
users usually wait for a response for a day or two. If they do not receive a
response within that period, there is a risk that their anger will escalate.
Establish a protocol
for crisis management. Nowadays, communication between brands and customers
is two-way and at any moment an online crisis can occur in which profiles are
flooded with negative comments.
A crisis plan in the management of Social Networks will help
you weather the storm. In it, questions are set such as who to communicate the
crisis to, who will be in charge of writing the company's response, or even
some pre-approved formulas are established that can serve as a reference to
answer users.
Consider network
advertising. Network advertising is an easy and accessible way for
businesses of any size to reach more people. Through tools such as the Facebook
ad manager, it is possible to create very effective advertising campaigns,
segmenting the target audience and checking their reach thanks to detailed
reports.
Adjust the message to
the different platforms. Facebook, Instagram, TikTok, or LinkedIn are some
of the most used social networks. Each of these platforms has been configured
as a meeting place with its characteristics and with a different audience: your
business must use them by adjusting the message to each of them.
Generate a calendar. The editorial calendar on social networks will help you publish regularly, avoiding the peaks of publications followed by silence on networks. This is of great importance since it has been proven that consistency in networks is one of the most important factors when it comes to achieving a solid and loyal audience.
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