What are the best tips you can get from a professional social media manager?
The Social Media Industry has become a huge employer in a short period of time. Job titles vary as much as the tasks, clients and working environments. While there are tons of best practices to follow, the actual jobs are as different as the people doing the work.
That’s why we’re starting a new “Agency Interviews” post series on the blog today. To get a better idea of the different roles inside digital agencies, and to get some insider tips and best practices from the professionals of the industry.
Let’s start with Alessandra, a Social Media & Digital PR Manager.
My name is Alessandra and I am head of the Social Media and Digital PR team at 77Agency. In brief, my job includes managing several key clients from very different backgrounds and sectors, all at once. It is a very dynamic and stimulating work, which also requires heavy multitasking and the ability to switch quickly between channels, languages, brands and competences in a fast paced digital environment.
So what’s the best way to manage multiple social media accounts effectively and successfully without getting too stressed?
Here are my tips:
Set a clear schedule of what and when you are going to post and prepare everything ahead so you have spare time for unexpected events that are the daily bread of the social media work.
Have a global overview
Use a tool that lets you monitor all the accounts and channels at one glance, making it easy to moderate comments and messages and set alerts for critical issues, so that you are ready to anticipate a community crisis when you see one rising.
Tracking metrics and KPIs is fundamental to learn about your successes as well as your mistakes. Good analytics also provide interesting insights and help you understand what your audience is like, when they are online and what their habits are. The tracked metrics should also be beautifully presented to clients. That’s why I use a social media tool that let’s me download visually pretty and detailed reports that I can send directly to my clients.
Study your competition and beyond
Measure your activities against your industry competitors, but also keep an eye on successful pages and accounts from totally different sectors: best ideas arise from the fusion of examples and thinking outside the box!
Love what you do
Last but not least, get the right attitude: be curious, search, get inspired from latest trends and news, experiment! Being a social media manager can be a stressful job and the best way to stand out is to put your passion into it!
Great tips, thank you Alessandra! Social media management includes so many different aspects that staying in control requires both tools & dashboards, as well as passion and a creative mind.
The creativity and passion need to come from within, but we can help with the organization part.
Just like Alessandra, several top agencies worldwide have chosen to use Allin1Social to help manage the chaos of managing multiple clients & social media accounts. Automating some time-consuming manual tasks, like scheduling & publishing content across different channels, getting performance analytics and reports, and monitoring competition and other top brands of the industry, frees a lot of time for writing new content, optimizing the social media strategy and communicating with clients.
Where do you get your inspiration from? And what tips do you have for staying organized?
Social media management is messy. When you manage social media for several brands and clients, things get even messier – so many channels, accounts, platforms, posts, image specs and length restrictions to keep in mind.
One of the key skills that agencies and social media professionals managing multiple client’s social presence are required to have is time management. Allocating time for each client’s social activities is essential, so each account gets the attention it deserves. However, you also need to be careful when switching from one client to another: each one has a different audience, tone of voice and identity. Getting confused and mixing things up in the process could be extremely dangerous, both for you and for the client.
Everyone has their own way to organize their day and mind around the thousands of tasks to do, but here’s a checklist with some useful tips on how to handle the main struggles – assuming you have your strategy & content calendar all figured out already, of course.
Main struggles when managing multiple social media clients – and how to handle them like a pro
1. Time-consuming and messy reporting & analytics
Most social media agencies are expected to send weekly, monthly and yearly reports to their clients. When reporting, it’s important to break down the data and stats in a way that your clients can understand them easily. One client may prefer beautiful graphs, while another wants clean excels with just numbers. Stats may include clicks, followers, traffic, engagement rate, ROI, etc. But most of all, they should focus on real results and highlight the results that are important to your clients based on what theirs goals and objectives are. Your reports should also highlight growth by comparing current status to a previous period.
Reporting for multiple clients that have multiple channels can take up a huge chunk of your time. Using each social media channel’s own reporting is time-consuming, and the reports show very different metrics and look completely different too. That’s why you should invest in a good social media reporting tool that helps by dividing your clients into separate accounts and views, and lets you manage multiple channels on one single dashboard. This way also reporting can be easily automated and done simultaneously for several channels, and sent to your clients for a review in no time.
Professional reports look good and can be customized with e.g. your client’s logo & and the desired metrics. This means you don’t need to manually work with Excel and PowerPoint to unify the files you’ll send out to the client. Click, click, download and forward – it doesn’t get much easier than that.
2.Lack of Social Media Policy
Do your best to avoid common mistakes that sometimes happen when brands work with external partners and social media agencies: slow response time, inaccurate information when replying to questions and comments and inappropriate messaging are just a few of them.
Establishing a protocol as to how fast to respond, when you will respond to a message or comment directly and when you should ask for approval first, etc. will help to avoid these blunders. A good social media management platform will have a social media team feature, which allows you to get notifications for comments, assign tasks, add notes and set access levels so that the social media team leader stays in control on everything that’s being published – this way all issues should be easily avoided completely.
3. Little communication with the client
Keeping updated or communicating regularly with each of your clients helps you learn about the latest news and happenings in their businesses. These could include upcoming events, new product launches, change of target audience, new goals and anything in between. In turn, it helps you adjust your strategy and stay relevant. It’s also good to keep an open relationship with your client that goes beyond just social media reporting. After all, we’re all human and a genuine relationship will benefit both parties in many ways, from direct feedback to a more honest communication and a better business relationship.
4. Multiple everything means messy organization
So many brands and clients, all with different channels and login passwords, can cause a real digital chaos if you don’t stay organized. Social media management platforms let you log into multiple channels at once, and help even further by dividing your clients into separate accounts and views, so that you can effectively manage multiple channels on one single dashboard. On top of that, you also get a lot of other useful features like analytics, post scheduling and reporting, which enhances your efficiency even further. This is not just ideal, but an obligatory tool for agencies managing multiple clients. The only way to stay in control, is to create organization with a help of a dashboard divided by client, channels and social media team. Tame that chaos!
5. Losing the brand voice
Once you’ve identified your client’s brand voice, make sure to stay consistent across all channels and campaigns. Not only that, but you also have to maintain a consistent brand image including tone of voice, images and hashtags. Make a mental note every time you switch over from one client to another – you need to adapt a different brand identity and think and act like the brand you’re talking about every time you switch over. Double-check every word and image before hitting that “publish” button. The little details can end up making the difference.
Overall, it comes down to being organized and working as efficiently as possible with the help of a good social media tool, and in maintaining a good, open relationship with all your clients. That’s all social media and communication are about, don’t you think?
How are you handling multiple clients’ social media management? Do you have some other struggles you keep encountering daily?
Yet another month (and a whole year!) full of social media marketing news and campaigns is over. Here’s a look at the best of December, before switching focus on to 2016.
Social Media Marketing News to Read
Twitter is Testing a Non-chronological Timeline
Twitter’s strong point has always been its short updates, always in a reversed chronological order, so that it’s easy for people to read the latest news and messages from the accounts they choose to follow. The platform is, however, now trying out a way to bring the most relevant posts to people’s timelines first. This means moving away from the chronological order, and taking inspiration from Facebook’s “Top Stories” organization style. Some Twitter users seem upset, while others feel that they are finally getting some clarity to the chaos that following several hundreds of accounts can cause to a timeline. Read the article
Linkedin Completely Renewed its Mobile App
To borrow the words of the official announcement: “Our New Linkedin App is here! Making it easier than ever to stay in touch with the people and information you need to be successful”. It’s a pretty bold statement to make, but maybe it’s true? The whole app has been entirely re-built. It should now be easier to start conversations with people (forget having to send an email), navigate between groups and to keep your professional brand updated. We’re sure that LinkedIn hasn’t shown it’s full potential yet, when it comes to marketing opportunities and social selling, so this is an important step forward. Read the article
Infographic: 2016 Social Media Trends
We’ve already talked about the biggest digital marketing trends according to top social media influencers, but as we know, the predictions are as many as are the marketers writing them. Here’s an interesting infographic showing five social media trends for the new year, put together by CJG Digital Marketing. What do you think, who’s nailed the most important trends for 2016? Read the article
Social Media Campaigns to be Inspired by
5 Brands that Used the Force of Star Wars on Twitter – Different brands
The world seemed to go crazy a few weeks ago, when the new Star Wars Movie premiered. Many brands tried to get their share of the buzz by using the theme in their advertising and communication. Some did well, some not so much. Here’s a great list of five brands that used Twitter to share their Star Wars themed ideas. See the campaigns
Burger King’s New Burger Doesn’t Fit in One Social Platform – Buzzman, France
Yet another innovative and fun multi-channel campaign from the French agency, Buzzman. They found a clever way to utilize all Burger King’s social media channels to highlight the big size of the new burger the company launched in France. The burgers are so long, that they just don’t fit in one single social media platform, but the ads take you through all of them to get the full picture. See the campaign
The 30 Most Brilliant Social Media Campaigns of 2015 – Different brands
Social Media offers so many opportunities for brands that it might get confusing to choose what to do next. It’s always a good idea to look around for some inspiration and new ideas. Here’s a great overview of some of the best social media campaigns of 2015. Be inspired! See the campaigns
What were you inspired by last month or last year overall? We’d love to hear your favorites from the digital world.
Read more about the Best of Social Media Marketing in November 2015 here.