Social Media Management Best Practice

Social Media Management Best Practice

Can you recall a time when some form of social media management best practice was not an integral part of our lives and daily activities? Many of our choices, conversations, and opinions revolve around social media; whether you searching for a product or service, or you are marketing a solution. And with having to create content across multiple platforms, it’s important to stay on top of  social media management best practice to get the most value from your team’s social media management activities.

Today, millions of businesses have joined the social media movement in efforts to increase their presence within their communities and the world. Whether big business or small business, joining social media can be extremely beneficial. However, without a strategy to build and manage your social media communities, you can miss the full potential of your social media activities, or worse, do harm to your brand image.

This is where a social media community management team comes into play. It is crucial for your business to develop and build a social media presence and if you don’t have the resources or experience in-house, then you won’t see the full growth potential from your efforts. In the B2B world, social media is a tool to build your sales pipeline. But when you simply look at social media only through this lens, you can miss the key link that creates a robust social presence: the ability to build trust between your audience and your business through engagement with your content. To engage with your audience is to build a relationship, to build a relationship is to build trust, the result is the credibility and reliability in your brand that creates ongoing sales for your firm. With that said, let us go over the social media management best practice for 2018 and beyond!

The Social Media Management Success Equation: 

Engagement  + Building trust =  Enhanced business reputation

Social Media Management Best Practice

Social media engagement is essential when building a business presence online. Think of it as two sides to the same coin: engagement and promotion go together. However, when promotion becomes an obvious center piece of your engagement platter, your business will suffer.

Let us dive into the today’s social media management best practice steps that will be a sure-fire hit with your audience based upon our years of community management and expertise in leadership and business development.

1.  Ask Questions to Begin the Conversation

How do you begin a conversation with a person? You ask them a question! For proper social media engagement, you must engage with your audience in a way that makes them feel like they are being heard. The only way to do this is ask a question and allow the conversation to flow organically. The conversation can be anything from how their week is going to any possible promotions or offers they would like to see in the future. Essentially, ask anything that will relate to your brand!

Rule of thumb: human beings thrive on interaction.

Here are two great examples of businesses interacting with their customers:

  • An accounting firm asks their audience about tax season preparation: “Are you getting prepared for tax season?” They even solicit tips and tricks for getting nicely prepared prior to the seasonal crush. They inject humour with cartoon imagery showing an overburdened accountant who clearly was not prepared.
  • A manufacturing company may engage with their audience with a contest or giveaway that features one of their best selling products.

Ask relevant questions and, most importantly, respond back with answers and or comments as soon as possible. It is important that you follow each question with further engagement. Alongside engagement, you are also building a relationship with your customers by learning their opinions and what matters most. These questions can also be asked in the method of polls or surveys that later only benefit your brand or small business because they offer statistical insight into the lives of your audience. These statistics can then be used to cleverly promote upcoming products or services alongside many other benefits. As you can see social media community management and engagement are crucial to increase a business’ marketing game.

Recap: The many benefits of asking questions on social media
  • Opens a window into the lives of your audience.
  • Builds trust with them.
  • Makes the audience feel like you care.
  • Gives content to publish and share.
  • Supplies your small business with statistics that you can use in the future.
  • Develops your brand personality online, which opens door to further sharing of your online content.

2.  Provide Value

As a successful business, you “provide value” to your customers in many ways. However, how do you provide value to them through your social media and online presence?

Think about ways that you can provide value in ways that are effective, and will catch your audience’s attention. Create online campaigns to test ideas in order to get to know your audience better, and to understand what offers you can provide that they deem valuable. Below are some ways in which your small business can provide value online.

Here’s how you can provide value:
  • Provide access to numerous events, services, or products that are exclusive.
  • Take polls that may bring some insight or beneficial information for those involved.
  • Share your expertise: offers tips and best practices.
  • Provide motivational and uplifting posts to inspire and inform.
  • Share exclusive promotional offers, coupons or deals to your most loyal and engaged followers.

To offer even more value, here is a great example demonstrating how a business could provide more value to their customers. Lets say your business is selling dog products. Valuable content may be offering in-depth information on training techniques, safety precautions, or how-to-use your dog products.

3.  Content Quality Over Quantity

Today’s social platforms are packed with content. If you post too frequently, you may generate “unlikes” as a result. Recent changes to the FaceBook algorithms mean businesses must modify their strategies to build community engagement with quality content.

Your community wants exclusive, original, and important content that adds value to their lives. Here is a valuable guideline: The 1 in 7 rule. This rule states that every 1 in 7 posts should be promotional based. The other 6 posts should be rooted in either an important back story, fact, question, comment, or some other form of community management approach that makes your audience want to stop, view the post, and not skip through it.

4.  Create an Emotional Trigger

The days of endless promotion are over. Buyers on social media are seeking genuine solutions and information that helps them solve a problem, or increase their own knowledge and expertise. And as humans we thrive on interaction.

Major brands understand this emotional connection, and will associate themselves with a community or charity based organization to demonstrate their values and culture. Social platforms are an excellent way to profile and share community work that your company is involved in. Whether it is communicating that you donate a percentage of profits  to charity, or participating in fund-raising events such as walkathons, your audience can relate to these generous acts, and appreciate your company more deeply as a result.

Your customers want to feel that your business can provide the knowledge and expertise they are looking for. Your content must be top quality, and delivered in an authentic manner. Authenticity inspires an emotional response – this is the sense of having genuine connection. In todays’s sophisticated marketing world, your audience needs to feel that you genuinely care about them, rather than being focused solely on making a profit on them. Strong community management develops continuity, consistency, which builds trust in your brand through an emotional connection with your follower base.  There is untapped value in your online assets that you can uncover and develop with strong community engagement practices.

5.  Keep Track of Your Statistics

This is more of a behind the scenes social media community management technique. As you begin to develop a social media presence and, most importantly, engage with your audience, you will begin to improve how different social media algorithms view your company. With that said, over a short period of time, you will be able to make sense of the statistics you are receiving as far as audience type, where they are from, their age, and other important information. This information is vital for successful community management. Once you have the proper statistics, you can utilize them to direct market, promote and share content with your audience and find more people that may turn into followers, leads, and eventually customers.

6.  Use Each Social Media Platform Correctly

This may be single-handedly one of the most important tips we can offer to you! What may be the most important reason you are not seeing the engagement or following you desire on any social media platform is because you are not utilizing the platforms correctly or to their full potential. When it comes to community management, it’s imperative that you primarily involved in the right community base. Therefore, let us talk about the most important social media platforms and how you can properly engage on each one.

Facebook – 2.01 Billion Monthly Active Users

It is essential to post at least once a day on Facebook, if you are a small business; twice if you have the creativity and capacity. With that said, it is always extremely important that you include a photo or graphic alongside your Facebook posts to make it as engaging as possible. Without an image, the likelihood of an individual stopping to read the words that you posted are slim-to-none.

Ask a question, include some humor, or share a fact – but be sure to capture the attention with a beautiful picture or graphic! To finish your post, you must include what we coin a call to action. This is crucial if you are a small business. A call-to-action is a mere sentence that is intended to direct the customer exactly what to do.

For example, if you are a chef, share clever insight as to how to cook a lemon pepper chicken and then recommend people to your website to check out the most recent holiday chicken recipes you have put up.

Before you post again on Facebook, remember the Rule of 3:

  1. Post engaging content: fact, clever story, joke, or question.
  2. Post it with a high quality and relevant images.
  3. Finish it with a call to action. EX. Check out the latest services we have added to our website, Top Toronto Social Media Marketing Agency
Twitter – 310 Million Monthly Users

Twitter can be used as a method of quick engagement, taking polls, asking questions, and quickly promoting work. It is important to post on Twitter at least 5-15x’s a day, especially if you are a small business. In addition, it’s important to curate relevant content that your audience will benefit from or find somewhat of a value in. It is better to generate more content, but remember, “Quality is King”.

Re-tweeting your audience or liking their posts gives you an aura of “humanity” rather than being a profit-hungry business. To your audience, it looks as if you not only want to showcase your business, you also share in their likes and opinions. It is important to utilize proper hashtags to broaden your audience as well as it may lead to new followers.

Before you Tweet again, keep in mind:

  • Post consistently each day or week.
  • Share your follower’s tweets.
  • Point followers to your website if content is 100% yours.
  • Use 1-2 hashtags.
  • Use high quality and relevant images.
Instagram or Pinterest – Combined Over 850 Million Users

These two photo sharing platforms prove that visuals are extremely important when it comes to social engagement and community management. With that said, these two social medias can supplement other text-oriented social channels, if you are a photo-based small business. If you are a small coffee shop, a wedding photographer, or a small independent business owner in the field of antiques, visuals are extremely important to properly showcase your small business.

The reason for this is because visuals, unlike text, gives your audience a clear picture within a second. Furthermore, unlike text, there is not much reading involved, unless it is a small description of the photo or product. You can utilize photo platforms in different methods, from sharing your office photos, to latest products, promotional events, contest winners, and numerous other options.

So, if you are utilizing Twitter or LinkedIn to market your wedding photography business, you might not notice any great community engagement results because you are focusing on the wrong social media platform. 

Alongside the many benefits of photo-based platforms, Pinterest has a feature known as community boards. Here, you can share “pins” across larger communities with an increased likelihood getting “re-pinned”. For some small businesses, Pinterest has proven to be one of the best social media platforms for community management and generating traffic.

Like the other social medias above, once again, engagement is key. Therefore, engage with your audience by liking their photos, re-pinning their work, commenting when possible, and sharing their visual content. This creates a dynamic relationship between you and your audience, where they feel a connection to your product or service.

Engagement Through Social Media Community Management

If all of this seems somewhat difficult to accomplish we are here for you. It takes time, dedication and practice to master each social media management best practice. Take it one step at a time, and ask for help when you feel like you are being overwhelmed.