Managing social accounts is demanding, no matter the size of the company.
As a social media manager, expectations are high. You are dealing with social content performance goals, managing content from various departments, listening and engaging with what people are saying about your brand, and trying to post on a regular schedule.
It’s easy to fall behind and and lose track. The social team at Trustpilot has some great tips for staying organized. As a global team handling social accounts for seven regions internationally, organization and coordination are key to our success.
1. Managing a content calendar
In the past, we, the social team didn’t stick to a schedule and our performance suffered. However, once we started to utilize two main tools: Google Sheets and Trello, our team has been revitalized across the board. Google sheets are great for planning out the week and incorporating various forms of content. Since we are posting content that includes webinars, blog posts, employer branding, and external content, Google Sheets makes it easy to see our content mix. Rallyverse talks about the 30/60/10 Rule for social content mix. 30% of your content should be what you create, 60% percent is content you curate, and 10% promotion or calls to action. Maintaining this balance of content is important to the growth and engagement of your social channels. Remember, you want to create content your audience will find valuable, not only promote your brand.
We’ve used Trello to manage social campaigns from various departments in all of our regions. We use a Wufoo integration that allows regional teams to submit a campaign request that automatically creates a Trello card. Through Trello we are able to see campaigns for events, webinars, blog posts, etc. anywhere from our global teams. Also, Trello has a cool calendar feature that allows you to see which campaigns are going out.
2. Scheduling content ahead of time
Once you have your calendar and posting mix figured out, scheduling is the next step. We have been using Hootsuite, an intuitive and efficient platform, to schedule posts across our Twitter, LinkedIn, and Facebook channels. Typically, we post twice a day on LinkedIn and Facebook, and at least four times a day on Twitter to maximize reach and engagement.
Once you have everything scheduled, you can focus on listening and engaging with customers in real time. From there, you can measure current engagement and continually improve your results.
3. Curating and gathering content
Going back to the 30/60/10 Rule, consider which curated content will be most relevant to your audience. Some of our top influencers are Marketing Land, Gary Vaynerchuk, and Hubspot, to name a few.
Using services such as Google Alerts, Feedly, and following keywords in Hootsuite Streams, you can easily identify what people are saying on social channels. Social listening is key task for social media managers as they need to keep an eye on what people are saying not only about their brand, but also conversations relevant to our industry.
You should also consider curating content created by your customers. User-Generated Content has been a hot trend for the past couple years. UGC allows you to interact with customers and serves as a customer service tool. Take, for example, customer reviews. They are a form of written UGC. Your customers are going out of their way to review your business, so pay attention to what they have to say. With our recent integration with Hootsuite (Online Reviews Made Easy with Trustpilot’s Hootsuite App), our customers are now able to pull in their Trustpilot reviews into a Hootsuite Stream. Within Hootsuite, customers can reply to reviews and share them via their social channels! You are able to add a visual image with the post to help it stand out, while publicly praising some of your best customers, and diversifying your content.
4. Creating images for social posts
Trustpilot’s Hootsuite integration allows you to post customer reviews with an image. Posting on social media using visuals has proven a highly effective tool for engagement. According to social media expert, Jeff Bullas, using articles with images in social feeds get 94% more views! If you are looking to stand out and resonate with your audience, try supplementing your text with an image. The visual is much more likely to stick with your customers, and help your brand stay top of mind.
You can easily create images using tools such as Canva, which allow you to drag-and-drop assets quickly to support your social content. Just remember to stay consistent in your imagery and ensure your graphics follow your branding guidelines.
5. Measuring and improving
To be productive as a social media manager, you need to recognize at what level your content is performing to understand how to best tailor it to your audience. You can analyze performance by measuring engagement, sharing, and growth in followers. Once you have a starting point, you can make tweaks to your social content strategy to consistently improve your results.
Recently our social team rolled out #TrustpilotTuesday on Twitter to encourage customers to share reviews. The reception has been amazing. Our engagement with customers and brands has grown significantly. For our customers, #TrustpilotTuesday has been a great way to showcase their customer service on social channels. They have also seen great engagement to their #TrustpilotTuesday posts.
Social channels such as LinkedIn and Twitter provide some analytic information but you can also use reporting from a social media management software (like Hootsuite) and Google Analytics to see which channels are driving traffic to your site.
These are just a few ways to stay productive as a social media manager. Share your tips in the comments below!