What Is Social Media Management?

social media management

The most basic definition of social media management is that it is the online management of social media accounts.

It is the procedure of creating, promoting, engaging and analyzing how your content did with the audience that has seen your content promoted on social media platforms, like Facebook, LinkedIn, Instagram, Pinterest and Twitter.

Other Definitions:

  • "A form of internet marketing that involves creating and sharing content on social media networks in order to achieve your marketing and branding goals." 

  • "The process of creating content that you have tailored to the context of each individual social media platform in order to drive user engagement and sharing." 
    (Neil Patel)

  • "The process of gaining traffic or attention through social media sites." 
    (Search Engine Land)

No matter how you slice it, social media is a very potent part of a holistic marketing strategy.

And that’s because according to Hootsuite, about 3.2 billion people are using social media globally.

That translates to 11 new users every second.

With that many eyeballs looking for valuable, helpful and engaging content, you cannot afford not to take the managing of your social media accounts seriously.

A properly crafted and executed solid social media strategy can skyrocket search engine rankings, drive insane traffic to your website and increase conversion rates astronomically.

Let’s let all that information marinate.

Now, you can appreciate why many brands, individuals, or businesses hire a social media manager to help them reach new online audience or to improve and maintain their reputation.

However, while content development and postings are big parts of social media management, they are just only a little tiny bit of this amazing and still powerful business strategy.

That said:

It may be a shocker to those inexperienced in this potent and dynamic and awesome marketing strategy to learn that social media management is more than just posting updates to your company’s social media channels.


That is the first and elementary part, it also involves massive and dominant promotion.

One of those prominent and necessary tasks is engaging with your target audience and effectively finding new opportunities so as to increase your brand’s reach and visibility.

However, a brilliant and effective social media management plan should be a huge part of your overall digital marketing strategy whether as an individual, business or organization that are using it.

With so much to lose if not done properly, we don’t recommend leaving the managing of your social media to just a good family member, your neighbor's college kid that's incredibly gifted and awesome on Facebook or the faint at heart.

Whether they are hired to work with an in-house marketing team or at an outsourced social media agency, professional social media managers are experts at managing social media tasks.

A social media manager’s duties include but are not limited to responding to customer comments, developing strategies on how to achieve long term marketing goals, creating and promoting original and curated content on relevant multiple social media channels.

Here are just a few of the duties that an effective social media managers are tasked with in managing successful social media accounts:

Choose The Right Social Media Management Platforms

social media platforms

With over 200 social channel options, in addition to a dozen mainstream channels, steering the turbulent and over-crowded seas of social media is mostly a confusing and cluttered journey.

It takes great work, consistency, persistence and patience to stand out and let your voice cut and get through the global internet noise.

That’s because with so many social media channels to choose from, coupled with the tasks and responsibilities involved, it is not an easy choice.

Many savvy business people spend their prime time on their core businesses while they let the experts decide which of the channels is a good fit for their unique business.

So, are you confused as to whether your brand or business should or should be on Facebook, Twitter, LinkedIn or YouTube?

If you're not sure what to do, it may be prudent to take a deep breath, step back and evaluate your overall social media strategy candidly and sincerely.

Therefore, before you bite on more than you can chew, or worse yet, get completely burnt out, it’s time to laser-focus as you dive deep to choose your relevant platforms.

Such meditation will inform and empower you to choose wisely out of tons of those fancy social media channels.

Done properly, the right channels will help you connect with your target audience, boost your brand awareness and engagements with your audience.

It is important to note that you don’t have to be on every social media channel out there.

That is why you choose social media channels that are a good fit for your unique brand, works great for your target audience, your team and your resources.

The relevant channels you choose will help you nurture relationships with authenticity, build trust, and convert when it comes time to sell your goods and services.

Here are insightful considerations that would help you choose the social media channels that would be a good fit for your business:

Once you have answers to all of the above questions and informed on the insightful considerations above, you will be in a better position to make your choice.

The right fit of social media channels for your brand promotions will mostly depend on the nature of your business and your target audience.

Here’s a brief overview of the major social media platforms and how they can enhance your marketing strategies:

Facebook – Since 2004, when Facebook was launched, it has become by far the most powerful social media channel for business. As of June 30, 2017, Facebook enjoys 2.01 billion monthly active users.

It is the most popular social networking site worldwide as of April 2018, ranked by the highest number of active users.
what is social media management clip 1

Image via Statista

The platform allows users to with their friends and family while staying current on topics that are important to them.

With Facebook advertising, the social media juggernaut has opened its doors to advertising, thereby completely revolutionizing the way brands market to their customers.  

Facebook users come from diverse backgrounds.

It also has a pretty good balance of genders and age groups in its user-base.

This makes it a great social platform for businesses that are trying to reach a wider audience.

Instagram – Instagram is the second fastest growing social media channel with a powerful global reach.
And with more than 800 million active users worldwide,

Instagram has become the most popular network most with teens and young millennials. In fact, 41% of Instagram users are 24 years of age or younger.
what is social media management clip 2
Image via Statista

It is awesome for brands that create a lot of visual content.

As a visual platform, it is used for uploading amazing images, infographics and videos.

If your target audience is young females, you’ve got the perfect platform for selling products or services that are related to fashion, lifestyle, art, or other visual-focused business.

The platform has about 1 billion monthly active users.

Since it is owned by Facebook, you can understand and appreciate the research that suggests that 1 in every 5 minutes of mobile usage time is spent on both Facebook and Instagram.

Interestingly, though Facebook and Instagram are owned by the same company, their user groups are quite different.

Individuals use Instagram for personal interactions visual inspiration and personal discovery.

It is worth noting that about 47% of the content that the network features in its user newsfeeds is from people they don’t really know.

This is a gold mine for brands that want to reach a wider audience.

It is an awesome space for businesses to create brand awareness.

This is achieved by crafting their brand story and portraying it in a highly unique and creative way.

Another nice thing about Instagram is that you can simply advertise through Facebook.

Twitter – Twitter has about 328 million active users worldwide. It is the social media platform where the users go for news and trending topics.

Individuals and brands use this platform to share their insights and opinions. 

They also use the channel to learn about current updates or happenings around the world from direct sources.

That is why businesses and brands have found the network valuable for connecting with their target audience and groups.

This in turn helps them to build stronger and more reliable relationships.

Twitter is an excellent platform for brands to join a conversation about trending topics in their industry.

It’s also an amazing network to share content with influencers and other individuals who might find your content to be helpful, human and holistic.

For instance, many brands use Twitter to inform their customers of events, sales, business updates, and much more.

LinkedIn – LinkedIn is the social media platform of choice for B2B brands that are targeting businesses in a variety of industries.

Though LinkedIn is more popular with B2B businesses, it is interesting to note that 44% of marketers are also using it for B2C social media marketing.

If used effectively, LinkedIn, can help you find, interact, and share content with people filtered by the company type, industry, or even job title.

YouTube is the biggest online video platform with around 1.5 billion users worldwide.

It is the second largest search engine in the world after Google.

For many B2C brands, it has become a popular video marketing channel with 46% of marketers using it to promote their goods or services.

One of the great beauties of this channel is that you can upload your video content to it so as to engage and connect with your audience.

Taking advantage of its unlimited video hosting, brands can upload as much video content as they want that can be share through other platforms.

Pinterest – With 200 million monthly users, Pinterest is not a joke.

It is all about image-focused content.

what is social media management clip 3
Image via Pinterest

It is an excellent platform for individuals who are interested in DIY projects, crafts, fashion, home improvement, nutrition, fitness, and much more.

The opportunity is endless for those brands that use visuals to tell their stories.

In other words, if you or your business sells products or services, you can tell your story amazing well with visuals on Pinterest.

From deciding which channels are the best fit for brand, to developing, posting, listening and monitoring how your audience is responding to your content, you would agree that that the tasks involved in managing a campaign successfully is not for the faint at heart.

That said:


Why Use A Social Media Management Agency?

Here are reasons to ponder over in deciding whether to outsource your social media management to a performance-driven agency or to keep it in-house.

#1. You Get Strategists 

One of the benefits or advantages of hiring a trusted social media agency is that a professional agency becomes your marketing ally and strategist.

And as such, the agency develops a social media marketing strategy or plan before engaging with the audience.

The plan or road-map is crafted to meet the specific goals of the business and the target audience.

Such a plan is not crafted in stone and is therefore continually updated and refined in order to meet the present needs.

One of the most important benefits of having a capable strategist is that she ties all of your social media activities to specific business metrics. 

#2. You Get Results (Huge ROI)

Social media management companies measuring the return on the social media investment is not an option.

That is why they work extremely hard for the client because they know that it is only by getting results that their effectiveness as an agency is measured.

Business executives are not eager for any buy-in and budget for social media strategies without a measurable demonstration of how the efforts are impacting the business’ goals.

This means that social, like other channels, has to prove its return on investment (ROI).

But besides proving the impact on your organization, measuring and tracking social media return on investment also lets marketers dedicate more time and resources into what’s working and improve the tactics that aren’t delivering real value.

#3. You Get Experts

As experts in their field, professional social media management companies have the experience and understanding necessary to navigate the turbulent sea of the social media landscape.

Social media, in general, is so dynamic that tons of new updates for the multiple social media networks are developed.

And when you add social media management tools and search engines' algorithm changes that leave hardly any time between trending topics and old news.

That is why it is highly important for companies or organizations that want to be on top of their game while maintaining professional appearance to know and adapt to these changes.

It wouldn’t cut it to relegate social media management to a marketing department that doesn’t have the expertise nor tools to execute a winning social media strategy.

Interesting, the huge companies hire a social media management agency as a component of their advertising or PR duties.

Others choose to hire a community manager to handle their growing social media marketing responsibilities.

As you have rightly imagined, hiring an expert social media team is the ultimate solution.

#4. You Get Benefits Of Social Media Tools Without The Expense 

A professional digital marketing agency or social media management agency keeps premium paid tools in their social media toolbox.

There are agency tools for social media management and software for designing those awesome images and graphics for blogs and social media channels’ profile and background images. 

As if those were not enough, you have tools for SEO.

You see, these tools and new ones are game-changers for being effective and in achieving your marketing goals.

All these tools are not cheap.

The beauty is that you get the amazing benefits of these premium tools without spending the money that these agencies paid for them.

#5. You Save Money

The different hats expertly worn by the social media management team cannot be practically replicated by an in-house social media marketing team.

Some of these duties include the design and crafting of a successful social media marketing campaign.

A professional agency has a community of marketing experts.

Such a team is able to coordinate with other experts on on content creation, SEO, graphics and advertising.

It costs more money to combine the duties of the sales or marketing department with that of social media management.

The reason is that it takes a full-time employee to craft a solid content, promote that content massively and ruthlessly, engage with the audience as well as measure results. 

Many businesses who appreciate this need hire a full-time employee.

The problem with this approach is that the learning curve for social media is steep and littered with all kinds of hidden costs and unintended circumstances.

Interestingly, an awesome social media agency has a team of experts that handle all the necessary tasks.

When you hire an agency that specializes in social media management, you get the benefits of many individual experts.

That is why we recommend that for the same marketing reasons you hire an advertising agency to manage your advertising, you should hire a competent social media management company.

Your agency would help you choose your social media channels, build your audience and optimize your content. 

#6. You Get A Different Perspective

An outside social media management company can bring insights to your business that you wouldn’t discover when managing things in-house.

This includes drawing on the experience the agency has had with other clients as well as the fresh minds they apply to the problem.

By having an unorthodox viewpoint, they can also point out opportunities that your brand might have otherwise missed.

Divergent thinking means more potential solutions, increasing your businesses chance of making the best decisions.

If you are serious about letting a team of social media management experts promote your brand and boost the sale of your goods or services, we are eager and ready to talk to you.

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