What are the best practices for managing a company’s social media accounts?
Are you excited to get started with social media marketing and advertising for your business, but are wondering how to get started? You’re in the right place.
The basics for managing social media in your company
First of all, ensure there are strict brand standards and that the person managing your social media understands those brand standards.
A high ranking member of management should approve all posts at the beginning to ensure the brand is protected.
Have profiles on multiple platforms, including Facebook, Instagram, TikTok, LinkedIn and YouTube.
Ensure the owner or the highest ranking manager has access to all of these social media accounts. If this is on Facebook, you need to make sure you are an admin on the Company Facebook page. The company should also have its own Facebook “Business Manager” which the company sets up directly.
Additionally, the company should have an Instagram Username and Password which is always accessible by high ranking people in the company and, should that password ever change, that official needs to be made aware and given immediate access. Additionally, the Instagram credentials should only be given to the people who are most trusted, as anybody with access to the Instagram password could technically change the password.
Planning your company’s social media content
As for content, make sure to publish different content for each platform. Even if the concept for the post is the same, it’s best practice to modify the post depending on the platform and audience. For instance, you might want to talk about the importance of solar panels if you’re a solar company. But you likely would not post the same picture/video/content to LinkedIn as to TikTok. Although the audience might be the same, the way that audience consumes information on these two platforms is very different and, therefore, the content needs to be formatted and communicated differently.
Come up with a plan for the type of content you want to post, and make sure your execution strategy adheres to that plan. A good rule of thumb for most businesses is to come up with percentages for educational, engagement, and promotional content. For instance, we recommend that 60–70% of your social media content be educational, 20% be engagement, and 10% be outwardly promotional. This is not a hard and fast rule, but just a guideline to get you started.
Post often and post consistently – but don’t post just to post. Think of concepts that are actually going to be engaging and interesting to your target audience. The goal is to post enough great content that your target audience wants to “follow” and engage with your page.
Some great ways to get content ideas include:
- Surf sites like “Google Trends” and “Quora” to get an idea for what people want to know.
- Post about things that are actually happening in your business (think work anniversaries, awards, notable employees, etc.)
- Answer frequently asked questions customers often have, but be sure to offer opinions (don’t just give people information they can look up on Google… that’s boring.)
- Use Instagram Reels to get ideas for your content – there’s a good chance that if you surf Instagram Reels for 5–10 minutes, you’ll find a lot of audios that make you go, “Wow! We could totally apply that to our business!”
- TikTok can be used for the same purpose.
Set a schedule, a plan, and adhere to it.
Paid social media advertising: Is it for your company?
Depending on your comfort level, experiment with social media advertising tools to create new customer interest. Or, hook up with a social media advertising agency that can help walk you through this. Some of the platforms are pretty easy to operate, but the creative/strategy part is what trips most businesses up. For instance, you might be able to find your way around TikTok’s advertising platform pretty easily, but a TikTok ad agency will be able to help you set up conversion tracking on your website and set up ads that will generate real sales for your business.
Hiring a social media ads agency
It’s also a very good idea to get a digital marketing agency involved, if even just for initial consultation. Most agencies spend time in dozens of different industries and can get you on the right path so that your in-house people can either take over entirely or continue working with the agency on an ongoing basis.
Either way, you’re on the right track because you’re asking about best practices. Good luck! Head over to our website at SC Digital | Seacoast NH Digital Marketing Agency | Online Ads Specialists if you would like to schedule a time to get more specific about your objectives and we’ll be happy to help!