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?
The holiday season is upon us, which is both wonderful and stressful. We’re excited and frustrated, while we search the web for gift ideas, holiday recipes and decoration inspiration – even at the office some times. There just don’t seem to be enough hours in the day to get it all done, especially if you’re a social media manager. Holiday campaigns to launch, end-of-the year reporting to do, marketing strategy 2016 to plan, new trends to look out for… the list is never-ending!
That’s why our team has, once more, scouted the Internet and gathered the most interesting social media news of November together, so that you can save precious time and read a bunch of industry articles at one glance. To make things even easier, you can Sign Up for our Allin1Social Monthly newsletter through the form on the side bar, and receive the latest updates of the social media industry directly to your inbox, once a month. Or you can just read our monthly round-up of the most inspiring articles and campaigns here, on our blog.
Here you go – Allin1Social’s Social Media Marketing picks for November 2015:
Social Media Marketing News to Read
Pinterest launched a new visual search option
You see a beautiful image of a living room of your dreams and in the corner there’s a lamp that you’ve always wanted. What brand is that lamp? You need to know to be able to buy it, but instead of product information, there’s just a Mark Twain quote in the subtitle. What to do? No worries. Pinterest has launched a ground breaking new feature, where you can choose an item in any of the images, and look for it among other Pinterest pictures. Just tap on Search an isolate an area of the image, to look for other similar Pins. “Crazy fun!”, as Pinterest describes this new feature. Read the article
Black Friday 2015 ranked the most Social one yet
Even before the end of the Black Friday weekend, this year’s campaigns had already broken several seasonal social media records. Thanksgiving, Black Friday and Cyber Monday sales have spread from to Europe, and even though Thanksgiving is not widely celebrated outside the US, the special eCommerce sales are now a common practice, and very popular, everywhere in the world. Some brands, however, prefer to use the day as an opportunity to close down and promote hashtags to celebrate time off and family values. Whatever the strategy, Black Friday has become a strategic day both for branding and sales. Read the article
Twitter removed its Share Count Button
Have you noticed a drop in your website traffic from social media? That might be due to Twitter’s removal of the Share Count button. The number of times an article has been shared on Twitter has been a great “social proof” and a demonstration of the popularity of an blog post, no matter how inaccurate the data might have been (Twitter itself told that one of the reasons for the removal was inaccuracy of the data). Reading an article that has been shared over a thousand times, compared to one that has gotten only a few shares, sets your mind into thinking there’s something great in the article, something that’s worth sharing. So, now people, brands and publishers are trying to find alternative ways into replacing the “lost” button. Read the article
Social Media Campaigns to be Inspired by
Best Movember Campaigns – Different brands
Movember has become a worldwide phenomenon. Thousands of men everywhere are growing an inappropriate mustache every November to raise awareness for prostate cancer. Many brands have joined the cause, and take advantage of the trending mustaches for marketing purposes. AdForum’s collection of the best Movember campaigns in 2015 will make you smile, and maybe make you want to grow a nice ‘stache next year. See the campaigns
Huawei’s Creative Finger Race on Snapchat – Buzzman, France
Innovative and fun ways to take advantage of Snapchat for a full campaign are still a rare find. A French agency, Buzzman, managed to create an engaging #SnapchatRun competition to promote Huawei’s Talkband B2. The concept is simple but genius. To participate in the race, people needed to follow HuaweiDeviceFR on Snapchat and find their daily “My story”, which showed a view of a run through Paris. The last slide of the story was a promotional code to win the Huawei device. To “run faster”, people had to tap on the slides to finish the race as quickly as possible. The first 5 people to finish the race and the tweet the code displayed on the last slide, won the device. Well played Buzzman, well played. See the campaign
Ford’s Instagram Campaign “Don’t like and drive” – Blue Hive, Brazil
Social media, branding and a cause? Sounds like a potentially boring effort to educate people. But no, the Brazilian Blue Hive agency took Ford’s Instagram game to another level with its “Don’t like and drive” posts. The simple images show the Instagram heart covering a big part of the driver’s view, including a pedestrian about the be hit by the car. “We want to jump in the social conversation about the risks of using cellphones while driving,” Blue Hive executive creative director Vico Benevides told Adweek. “The icon of a heart hiding the people in the streets seems to be the perfect image to deliver the message. Simple and powerful.” See the campaign
What were you inspired by last month? Share your thoughts and suggest other interesting news and campaigns to share!
Read more about the Best of Social Media Marketing in October 2015 here.
Follow these 12 routines to effectively manage your social media every day
Businesses are spending more and more time and money on their social marketing activities – and as cliché as it sounds, time is money.
The responsibilities of social media managers are expanding with every new social media channel and activity that comes along. The daily tasks range from complex ones like researching for new topics, creating content and checking statistics for reporting, to easy ones like publishing posts and replying to questions and comments.
Besides, how much time you spend on social media depends on whether you’re doing it full time or part-time. But whatever your role might be, the goal is to minimize the time spent and to maximize your outcomes, by doing more of what is more important and spending less time on the things that can be automated.
To keep up with your workload and to efficiently keep all your different social media channels up-to-date, your daily routine should include some or all of these tasks to guarantee effective social media management.
1. Identify Your MITs
Your MITs – Most Important Tasks – are tasks that, if you focus on them, will bring you the most outcomes. You should figure out which specific tasks and which social platforms are working well for you, and focus your biggest efforts on them. One way to do this is to look at your social media statistics and Google Analytics to identify what type of posts and which channels are bringing you the most traffic, best engagement and most qualified leads. These are the channels and activities you should put most effort in also in the future to increase your ROI.
Which brings us onto the next point…
2. ‘Eat that Frog’ First
Being able to focus on your MITs will lead to a more productive daily routine and a less busy working schedule. And tackling those tasks the first thing in the morning, or as time management experts put it, ‘eating the frog’ first, will boost your productivity even further.
Did you know that the inspiration for the ‘eat that frog’ mantra is a quote by Mark Twain, “Eat a live frog every morning, and nothing worse will happen to you the rest of the day.”
3. Stay Up-to-date
No other industry than social media is changing daily – there’s always a new trend, a best practice or a tool to learn about. To avoid spending hours of your day reading articles, news and browsing through blogs, subscribe to a few good industry newsletters and have all the most important news delivered directly to your inbox. Start from our list of Top 10 Social Media Blogs Allin1Social recommends to follow daily.
4. Optimize your Posts
To make your social media marketing more impactful, you have to make the posts you publish each day count. And for that, it’s important to know to tell your story, or craft your messages in a way to increase your engagement and reach.
Social media experts swear that including visual content in your posts boosts engagement. You can also run contents, or offer giveaways to engage even more people. Keeping your goal in mind and adding personalized content to the mix are other keys to increase engagement and make your social initiatives more effective.
Also, don’t forget to check your stats. When you learn what types of posts have been performing well in the past and on which channel, you can focus on them also in the future and increase your engagement even further. Link posts for Facebook and Image posts for Twitter? Ok, let’s include that in the content plan!
5. Plan and Schedule
Once you know how to craft your social media messages, planning ahead is essential. To do this, you need to know:
- How often and at what time of the week and day you want to post on each of your social channels
- What type of content you plan to publish: Images, videos, photos, links, infographics, etc.
- In which proportions you intend to publish which type of content, whether that’s your own content, curated content, contests, offers, etc.
To make this possible, keep up with your social media performance statistics and reports to know what works and what needs to be improved. In addition to that, by becoming aware of what time of the day your followers are most active, you can use a social media tool to schedule your content to be always posted at the right time of the day.
Usually, social media managers’ planning goes a week, a month or even more ahead of time. This allows you to align your social media marketing with upcoming events, product launches, or other big happenings in your business or organization. When the main content is scheduled well ahead of time, it also frees you to focus on more urgent tasks like replying to comments on a daily basis.
6. Reach Out to New Followers
Actively searching for and interacting with new people helps you grow your community. By searching for discussions about your topic, industry or competitors on different platforms, you can join the conversation. All this helps you nurture relationships, build connections and establish your brand as an influencer and thought leader of your industry. Establish a goal of following 5 new pages or profiles a day on each of your social media channels, and liking or commenting on 5 posts or articles every time – it’s a small effort for you, but will make a huge difference in your community growth.
In addition to that, for example on Twitter, you can use the search feature to find lists of people relevant to your industry that you can connect with by following them or interacting with them.
7. Engage and Interact
On top of reaching out to new people, a period of time during some part of your daily social media routine should be dedicated to interacting with your followers.
Responding to your fans on your own social pages makes it easier for you to infuse your personality into your social media presence.
By answering questions, sharing followers’ content, following back, liking, commenting, etc. you’ll also increase interactions, network and build relationships with your followers, which in turn helps you humanize the brand and show that you care about your community, instead of just pushing promotions and using social media as a one-way sales channel.
8. Measure Your Results
As already mentioned in various points, another thing you must include in your daily social media routine is checking your stats and comparing them to your goals.
This may include using UTM parameters in your link URLs to track clicks, checking your analytics in your social accounts, setting up unique landing pages, or using Google Analytics to track referral traffic, landing page traffic, conversions and so on.
But first of all, you should use a social media platform to get detailed performance statistics for all your social media channels easily and accurately. Getting your performance analytics separately for each channels could end up taking most of your day. With a social media management tool it’s quick and easy, because all your channels and reports are just a few clicks away, all in one platform.
You can measure the effectiveness of your social media endeavors by looking at metrics such as:
- Leads and conversion rate
- ROI (Return on Investment)
- Engagement (shares, likes, comments, +1’s, retweets, etc.)
- Number of followers
Apart from pure numbers, also look for the more intangible performance. What type of content creates the most engagement? Do you have potential influencers among your followers that you could contact and hire as brand ambassadors? What day of the week or time of the day is best for publishing? Use all these insights to improve your strategy in the future.
9. Monitor Your Brand
Monitoring mentions of your brand including your brand name, website, products, social profiles, hashtags, or anything related to your business, is a key social media activity. Pure knowledge is power, but you can also act upon your findings or respond appropriately by joining the conversation.
Automating the task by using Google Alerts or other social monitoring tools is an efficient way to see who is mentioning you on different social media platforms.
This should be a part of your daily routine because not only is it a way for reputation management by letting you listen to both negative and positive sentiment about your brand. But it also allows you not to miss any opportunities to connect and communicate with those that are already talking about your brand outside your own channels.
10. Keep an Eye on Your Competitors
With competitor analysis, you can get insights into your competitors’ social media strategies: what’s working, or not working for them, and what are they doing differently from you. That will help you learn from them and get new ideas to incorporate into your own strategy.
If you take a peek at your competitors’ social channels, or better yet, run some competitor analyses for their channels, you’ll be able to see what they’re doing and when.
To avoid spending too much time on this task, use keyword monitoring & competition benchmark reports to automate the task. You’ll be surprised how easily you can reveal your competitors’ strategy, best content and untapped opportunities for you to take advantage of.
11. Quench Your Thirst
Now you may be thinking this should be a bonus tip. But drinking water (besides all its benefits) has an impact on your level of productivity.
A study by the University of East London shows that drinking a glass of water can make your brain 14% faster. So, next time you get to the office, make sure you grab a glass of water on your desk. Whenever you feel like you’re having a hard time staying concentrated, drink a glass of water, roll your shoulders and start again.
No, don’t quit what you’re doing and go on a week-long vacation. But take a 10-minute break every 50 minutes of work. On top of that, relax and celebrate your accomplishment after finishing a task. This will also have an indirect effect on your work. After a short break, it’s easier for you to focus on a task and finish it on time.
Depending on your goals, some of these tasks might be more important to you than the others. But to handle all social media management tasks effectively, you should go through this list daily. It will quickly become a routine you don’t need to put effort in anymore.
By planning ahead, figuring out your key activities and automating some tasks, you can get the most out of your daily social media routine and increase your productivity at work.
Have you tried any of these tasks? Which tasks have you found to be the most important to you?