Social Media Management For Agencies: A Brief Guide

Social media is regarded as a continuously growing international realm where more than four billion active users spend more than two hours of their day consistently. The opportunities for brand awareness, customer engagement, and even closing sales are now made possible on these platforms; hence, more businesses are looking for ways to strengthen their online presence.  

Some agencies typically collaborate with white label social media management providers to help them manage their clients’ profiles to focus on other parts of their business, like operations and service development. But, for others who haven’t found a suitable social media management provider for their agencies, do-it-yourself or DIY-ing their social media management should suffice for the moment.  

If you’re one of those agencies who’re looking into doing social media management themselves, here’s a brief guide on social media management for agencies. 

Do A Social Media Audit

Doing a social media audit is the first step you need to take before starting any social media strategy. Carrying out a social media audit before anything else can help you paint a granular picture of how effective your current strategy is if there’s already one in place, demonstrates the impact of your social media campaign on web search results, and identifies which areas of your campaign are wasting your resources. Further, it’ll be easy to determine which social channels bring in the most return on investment (ROI). 

Determine Your Target Audience

Unlike appearing on television or in newspapers where everyone has the opportunity to see a piece about your agency, social media platforms usually make use of bots to feed their users content that’s aligned to what themes, topics, or people they like, follow, and engage with.

This is why it’s of the utmost importance to know your target market. Having a target persona will make it easier for you to come up with content that’ll specifically and strategically target your ideal customer and their pain and dreams. In order to come up with a persona of your ideal client, you’d have to know their habits, behaviors, lifestyle, and of course, the basic demographic details. 

Come Up With A Social Media Plan

To enjoy an efficient and effective social media management process, one would need a sound social media plan. Even if creating a business profile for your agency is free on most social media platforms, the resources and time you’ll be spending on these sites to build your brand online are also forms of investments you’d need to profit from.

A social media plan typically includes:

Goals And Objective

Goals and objectives that adhere to the SMART framework are a must-have in an agency’s social media plan. The SMART goals methodology is all about setting goals and objectives that are specific, measurable, attainable, relevant, and timely. 

Setting targets early on will help you determine what metrics to focus on at specific points of your digital campaign. 

Competitor Research

Doing competitor research isn’t necessarily about imitating what your competitors are doing – it’s about analyzing which works and which ones don’t. Competitor research is another way to reduce the learning curve of social media management.

Social Media Content Inspiration

Certain industries usually have a recurring theme, look, or content type, but don’t let that stop you from taking inspiration from agencies from other industries. 

Taking inspiration from other businesses can even set your agency apart with specific posts. Be observant of the type of content your competitors use, what your target market likes, and what you also find attractive. There are various ways to make your content more appealing, and it’s okay to experiment; just make sure not to go off-brand with these content generation efforts. 

Social Media Account Calendar

The social media calendar results from the research and analysis you’ve made rolled into a week or months’ worth of content to support your objectives. Having a social media calendar makes you more organized and helps you post the appropriate content to the right social media platform at the right time.  

If you haven’t started posting content yet, try using the 80-20 rule. A large chunk, 80%, of your content is dedicated to informing, entertaining, and educating. Use the other 20% for promotional content or sell your products. 

Choose Appropriate Social Media Channels

You can use so many social media platforms for your business and your clients, yet that doesn’t mean you have to be on all of them. Go back to your target persona and then zero in on what social media platforms they use. Never assume. Social media management is both a science and an art, and you should base business decisions on the data you gather.

If you’ve done a thorough social media audit at the start of your campaign, you’ll be able to pinpoint which social media channels would be suitable for your clients and your agency.

Don’t Be Afraid To Use Helpful Social Media Tools 

Social media management is a challenging task and sometimes entails a team handling an agency’s and their client’s profiles. Utilizing technology to make social media management easier is highly recommended and beneficial for agencies. Tools you can use for social management may help you with graphics, content curation, engagement, content publishing, social listening, and monitoring multiple social media accounts. 

Use Case Studies

Establishing your brand’s authority means showing social proof of what you can do and what you’ve done for your clients.  The simplest way to do this is to feature a list of your clients on your website and social media accounts.

To add more weight to your agency’s authority, you may add case studies and customer videos from top clients to your social media. Case studies are excellent ways to tell your brand’s story on how you were able to provide tactical solutions to resolve the challenges of one of your clients. 

Highlight the strategies you used and share data points from the results of your efforts.   Remember that data is critical in telling your story, so be sure to include lots of data about how you helped your client succeed. 

Automate For Convenience

Free up your social media management team’s plate by equipping them with automation tools that can help with the tedious and repetitive parts of their task. Chatbots and content scheduling apps are just some examples of how automation can help in social media management tasks. This is critical to ensure your team can serve multiple clients while managing your agency’s social media profiles without burning out. 

Monitor Your Performance

Monitoring your performance by looking at the reports generated will help you keep track of what parts of your strategy work and what doesn’t. Keeping track of your numbers is critical to quantify if your efforts are bringing the results you want, be it in profits, brand growth, followers, and the like. 

Rinse And Repeat

An effective social media management method should be easy to repeat repeatedly. By taking the steps featured above into consideration and doing some testing here and there, you and your team would be able to figure out a social media management strategy that’s suitable for your agency.

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