Social Media Manager: The Voice of Your Business
You may be quite experienced in the areas of traditional advertising, but you may be new to the world of online and social media marketing. If you are new, then welcome! You are about to begin down a path that will expand your companies brand to places you never knew you would be able to reach. If you are just looking at the possibility or you are already committed to social media, you have to know what you are asking for. What is the job of a social media agency and more specifically, your social media manager? Here is a short but comprehensive list of things you should look for.
CLEAR OBJECTIVES
Set SMART goals. We have talked about this several times, SMART means Specific, Measurable, Attainable, Relevant and Time-based. It isn’t enough to say you “see” results, they must tie back to your objectives. You will never know your Social Media ROI without first setting objectives. There are several things we look for in a social media campaign when we set SMART objectives.
Growth of Likes
Reach
Engagement
Leads
Conversions
GREAT DESIGN
Visual content has a lasting effect. Whether it’s your status updates, your landing pages or your Facebook ads, what the audience sees is what they’ll remember. Make sure it is clear, consistent, compelling and gets your point across.
SOLID CONTENT STRATEGY
What you post on your Social channels is the foundation for all your other Social Media marketing. The Social Media manager must create relevant and compelling content which outlines what makes your business unique. This includes your companies message, your core values and what makes you stand out from the rest. Why should they come to you?
PROMOTION STRATEGY
You need to continually grow your fan base. Social advertising is a very valuable tool to get your message heard. However, Social ads don’t look like the ads you’re used to seeing. They differ in content, placement and targeting. The best way to grow your Facebook page is to utilize Facebook Ads. A small budget with carefully selected photos and ad copy with a clear call-to-action will increase likes and engagement.
ENGAGEMENT STRATEGY
Your Social Media manager should listen, respond, ask questions and engage with your audience. There should be careful consideration on how he/she responds to organic leads. People will ask questions and the Social Media manager should have knowledge and/or experience of the sales process to respond correctly. If a lead asks a question, answer it and let them know you are there and you are real, not just a blank page.
CONVERSION STRATEGY
With growth and engagement strategies in place, the Social Media manager’s job is to convert fans/followers into customers. The more advanced form of Facebook marketing utilizes Facebook ads and optimized landing pages to capture leads and convert them into sales. Find the right person to advise you so you get where you want to go faster, more cost-effectively and achieve the best results.
MEASURE & ANALYZE TO ESTABLISH ROI
Measure results on a regualr basis. As mentioned earlier, your results must tie back to your objectives. Factor in your time, effort and budget to determine if your efforts are succeeding.