6 steps to properly manage company social networks

In order to communicate on behalf of a company on social networks, it is essential to organize yourself well to achieve its communication objectives. In this article, I provide you 6 key steps to setting up a social media strategy for your business…

Before getting started on social networks, it’s essential to lay the foundation for your social media strategy and think about where you want to leave these networks.

To do this, you need to pay attention to these 3 points:

  1. Clearly define your goals.
  2. Calibrate your goals or individuals.
  3. Study what the competition is doing to make you stand out.

For your goals, use the SMART method. A SMART goal is a specific, measurable, ambitious, realistic and time-bound goal. Why are you getting started on a social network? To profit from the possibilities, increase your notoriety… Always think smart! Here are two examples:

  • Get 30 prospects per month through my Facebook page.
  • Increase my brand awareness by 30% within 6 months.

Having well-defined goals can help you be more effective in your communication.

Then, it is essential to clearly define your target, to focus your communication and choose social networks accordingly: age, gender, location, center of interest… the more you know your target at your fingertips. , the better your target communication will be. Then create personalities for each of your goals.

Final Step: Analyze your competitors. Visit their social networks, study the different types of posts (the ones that generate engagement and the ones that don’t). The idea, of course, is not to copy your competitors, but to have a communication that sets you apart!

2: Choose the social network according to your objectives and goals

Once the broad outline of your social media strategy is well defined, it is time to choose the social networks that will meet your goals.

Upstream, two questions to ask:

  • How much time do I have to manage my network?
  • Which are the best networks with respect to my goal?

Don’t fall for the trap of being present on all social networks. It is better to start with 1 or 2 networks and communicate qualitatively rather than scattering around. Of course, the number of networks depends on how much time you have to spend on your communications and also the size of your team (possibly including any communications agency you work for).

some examples :

  • Your audience is young (16-30 years old): For example, favor Instagram and Tiktok.
  • You reach out to the pros, betting in this case LinkedIn and possibly Facebook.
  • You want to reach 30-40 year olds, why not Instagram and Facebook?
  • You are in a very visual topic: Instagram and Pinterest…

Study the networks where your target is present and where you feel most comfortable communicating.

3: Establish an organization

It now has to be organized to be proficient in managing its network. Setting up an editorial calendar is the key to success.

Set aside half a day every month to write posts for the next 4 weeks. You can then schedule posts and focus on responding to your community and creating news-related content.

If many of you are managing a social network, make sure you are distributing the roles well. This can be a breakdown by network or by type of work (writing, moderation, ad management, analytics, etc.).

It is also essential to equip yourself with tools to increase productivity! At least, one tool allows you to schedule your publications across all networks and analyze the impact of your actions. An example of such a tool: Metricool.

Once your communication begins, it’s important to set up a follow-up effect.

You can help yourself with the statistics provided by each social network. But your audience analysis tools (Google Analytics or other) or specific tools for managing social networks as we have seen before.

For my part, I like having an Excel or Google Docs dashboard pointing to important data for a global view of my network while having a tool to dig into some aspects.

The data you are analyzing should really be a decision aid. We should not fall into the trap of analyzing everything in all directions (we can get lost in the multitude of data offered by the network) but select the key data related to our activity.

5: Set up your e-reputation monitor

Also consider setting up a follow-up to your e-reputation. Follow up on mentions of your brand (positive or negative) on various networks, on news sites, blogs… Try to assign someone to e-reputation so that it can be followed on a regular basis.

6: Activate an Advertising Strategy

The last point, as you probably know, decreases organic visibility on social networks (and Facebook in particular). It is increasingly important as a brand to activate an advertising strategy.

So plan an advertising budget and a person dedicated to campaign management!

Now you know what to do if you need training in this area, take a look at our web marketing training with social media strategy component.

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