Social Media Management: Should I try it myself?

Have you ever managed a cup-winning professional football team or led a regime of soldiers into battle? Probably not: those positions are best suited for individuals with superior training and experience - people who know what they are doing - and there isn’t always a lot of wiggle room for costly mistakes or half measures, unless utter failure is an option. 

This is social media today. Especially for brands and businesses who have growth on their mind. They find themselves amidst a great battlefield, fighting for position against the competition. Without the proper weapons, without a battle plan or playbook, frustration and defeat are always inevitable. 

There’s no getting around it: social media is in, it’s huge, and it’s here to stay. There are nearly 4 billion people to date using social media for many aspects of their life, from news, to gossip, to education, to recipes, product reviews, and entertainment. Social media has become the place to go for almost anything. 

Are You Up for The Social Media Challenge?   

Most successful business leaders aren’t - including your competition. They know that to gain a strong foothold in the market, they should be focused on the core aspects of their business: operations, strategy, and generating revenue. The tasks that can be handled more efficiently by someone else, like social media management, are better to be outsourced to a competent agency like E2E Studios. 

However, time and time again we see business owners trying to cut costs by managing their social media alone. This is dangerous territory if you don’t know what you’re doing. It can do more harm than good. 

There are also those who are under the impression that they can just run a few paid ads and drive traffic to the website that way. You may get some attention, sure, but if your organic reach - i.e., social media presence - is non-existent then you’re simply wasting time and money. 

What Is Social Media Management? 

Let's look at what’s really involved in managing social media - then you can decide for yourself if you’re up for the challenge. Furthermore, ask yourself if you are ready to place the entire future of your brand or business into your own hands by managing it alone whilst also running your business operations at the same time. 

First off, there is a huge difference between managing social media and simply posting on social media. Social media management maps out a plan with the goal of awareness and a strong online presence. You want to take your target audience on the journey with you. 

If you’re not staying active on social media, then you might as well forget it. Your target customers most likely won’t resonate with a few dusty posts from 2016. You simply cannot approach social media in a disorganized, half-hearted way - not if you want to be successful. Posting a picture of your Starbucks Coffee or what you had for lunch may bring in a few “likes”, but is it really helping to build your brand? Is it solidifying your online presence and positioning you as an influential expert in your industry? 

It would be a perfect world to be able to just open the phone, make a few posts and gain instant visibility and brand recognition. Not to say that that’s never happened, however the chances of winning the lottery are probably greater. Surprise viral posts can occur but are finicky and the one or two posts that gain attention do not mean you’ve broken the net. Slow and steady wins the race. 

Consistency Is the Key to Managing Social Media 

Your message needs to be consistent. Why? One key phrase comes to mind: the competition. Social media moves fast and evolves even quicker. The goal is to create exciting and engaging posts frequently to constantly stay on your target’s radar. 

Your message is your brand identity — and that message needs to empower, embody, and enforce what you’re attempting to deliver. How can you make an impact on your target customer's life? How can you and your brand make a difference? What solution are you offering? 

 Think about this for a minute: what’s your favourite soft drink? Chances are, no matter which of the famous brands you prefer, you probably can’t go through a day on social media without seeing it. I’m not talking about advertisements (although yes, you will see those) but just simple posts that keep their product in your sights. Their message is clear: our soft drink will satisfy your thirst. 

Your potential customers want updates. If you go silent and they don’t hear from you or see you online, there’s a good chance you’ll be forgotten. People want to know in a fun, entertaining, and engaging way what problems you can solve for them. They want to know why they should choose you. They want to know what you’re up to. But it’s tricky… 

Content Creation 

One important factor to keep in mind is that making a purchase, whether it be a product or service, is an emotional experience for the customer. Photos, text, graphics, short video clips all need to invoke a positive emotional response and reflect your brand’s image. 

And yes, they must be consistent. 

This is all a far way off from a Starbucks cup where they misspelled your name or a flower from your garden. Your posts typically have less than two second to grab someone’s attention, so the content needs to have meat and potatoes, it needs to have that element that will make your target audience stop scrolling, say wow, and click. And then even share that post with others! 

Sourcing images and writing perfect captions is time consuming - not to mention ensuring you have the proper rights to use certain stock images or video clips. Many are copyrighted and a small fee may be required for use. You don’t need any legal issues. 

Ever Evolving Hashtags 

If you’re going to make the most out of your social media presence you’ll need to resonate with the right “crowd” - that is, your target audience. This can take hours and hours of hashtag research and data analytics. You’ll need to recognize and identify your core audience and core customer and stay with them. Not an easy task. 

The landscape of every social media platform is volatile. Your audience may bounce around as they demand fast, engaging information and entertainment. This means that over time certain hashtags will die as new ones emerge as the latest trend. And this can literally happen from one day to the next. 

Even the best Hollywood actors need a team behind them; an agent and a publicist to speak for them. It's the same situation. An actor's name is their brand. How well would a comedy actor like Adam Sandler do if he and his movies were hashtag #hardcore #horror? Not very well at all, I’m afraid. 

Even the best Hollywood actors need a team behind them; an agent and a publicist to speak for them. It's the same situation. An actor's name is their brand. How well would a comedy actor like Adam Sandler do if he and his movies were hashtag #hardcore #horror? Not very well at all, I’m afraid. 

Now you realise the value and importance of bringing on a professional Social Media Manager, and why other brands and businesses (perhaps your competition) benefit from doing so.  

Social media requires constant attention. Since its emergence, social media has evolved too much and has become too complex for any one person to simply “have a go at it”. It requires a deep understanding of the different platform cultures and techniques to break through all the noise. 

This requires a solid understanding of a variety of concepts: 

  • Who is your target audience? 
  • Where do they hang out? 
  • What hashtags should you use? 
  • Which Social Media Platform is best for your brand? 
  • Are you up on all the latest culture and trends for your industry? 
  • What’s your SEO strategy? 

Your social media manager does more than just create and schedule posts. They map out the entire journey. They watch the data and see what’s working and what isn’t. They help create and manage your message, your online presence.

If you’re serious about making social media work for you, then contact us at E2E Studios and let’s map out a plan for you.