Improve your social media process

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If you’re using social media to get the word out about your brand, talk to your audience, or just engage online, how are you managing it all?

If you’re like many small businesses, you feel the need to be on every platform: Instagram, Pinterest, Twitter, Facebook, Snapchat, Google Plus, YouTube. And like most small businesses, you’re likely running all social media on your own. You barely have time to run the business, how are you going to have time to run your social media effectively?

Here’s the main takeaway from this article: create a process.

If you want to post daily, don’t literally post daily. There are tons of tools out there that will help you schedule posts to go out when you want them.

How do I create a process?

First, you want to determine which social media sites you want to be on. Don’t pick them all! If you’re selling home decor items or have a food blog, Instagram and Pinterest may be best for you. If you are your own brand, or are in the marketing world, Twitter is a great place for you to hang out. You need to find the 1 or 2 sites that are right for your business.

Next, set aside 1 day per month to create your social media posts. Now, this isn’t literally a whole 8 hour process, but it’s best to mark it off for social media if you really want to create great content and not rush yourself.

During this day you will be creating all posts for the next month and queueing them up in your social media tool (Hootsuite, Buffer, etc).

You can create these posts in a spreadsheet where you put each post in a new row and have columns for the URL, image, notes, or anything else. Having all posts set up like this helps you spread out topics you want to cover throughout the month, as well as identify holidays. You don’t want to be posting 5 days in a row of recipes, so spread those out.

Once they’re all created, open up your social media tool and choose when to schedule each post. Take a look at your social media analytics to see when your audience is looking at your posts (Facebook Insights, Twitter Analytics).

For a site like Twitter, there is a constant stream of posts going through your audience’s feed. It may be a good idea to recycle some posts now and again to make sure your audience sees them. A tool that does this is called Edgar.

The same goes for most social media sites, don’t think that just by posting once that everyone saw it. It’s a good idea to repost some of your more important items like a good blog you wrote. Especially on Facebook, because the newsfeed is getting harder and harder to penetrate as a business.

Spend the rest of this day looking at your competitors to get ideas for posts, read up on the latest social media news.

What else should I be doing?

Now social media isn’t just a once a month thing. You need to be checking your accounts daily or at least a few times per week. This ensures you can respond to comments and messages in a timely manner. You don’t want your brand to be seen as slow or as ignoring a question. You want to be responsive.

Social media is very visual, so make sure you are posting great graphics. If you post a photo from someone in your audience, make sure you credit them. Also try making some graphics of your own. A site like Canva will help you make nice looking graphics to share.

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About MARKIT Group

MARKIT Group is a full-service traditional and digital marketing and public relations firm with an emphasis on social media, reputation management and monitoring, as well as brand management. Headquartered in Bonita Springs, Fla., with offices in New York, Pittsburgh and Charleston, S.C. www.markit-group.com.
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