Agency interview: Social Media & Digital PR Manager

Agency Interviews - Social Media and Digital PR Manager (1)

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.

 

Alessandra - Social Media & Digital PR Manager - 77Agency

 

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:

 

Get organized

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.

 

Monitor results

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?

5 Struggles When Managing Multiple Social Media Clients

Manage multiple social media clients like a pro

 

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.

Competitor report - engagement - Allin1Social

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!

Social Media Team Settings

 

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?

Secret Routines of a Successful Social Media Manager

Secret Routines of a Successful Social Media Manager

 

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)
  • Traffic
  • 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.

 

12.    Unplug

 

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?