BloggingMarketingProductivitySocial MediaUncategorized

So you’ve hired someone to manage your social media accounts. It takes time to manage so many accounts and see growth and that’s time you just don’t have as a business owner. While social media is widely used for sharing funny memes, and picture perfect content, your social media manager should be doing much more than that when it comes to their clients.

Marketing Objectives

marketing

You social media manager should know and ask about your marketing objectives and follow them. There could be many marketing objectives for your business and it’s important your social media manager is knowledgeable in all of them. This is after all what is going to make it worth it in the long run.

Tracking progress

Statistics

Keeping up with how many followers you gain each week or month is great but not all of these followers will be potential clients or customers. Tracking how many organic engagements you are getting, will give you a greater understanding on how your day to day strategy is working rather than being swayed by the big numbers your ad gets. While ads are great for exposure, the insights may not be as relevant. Ads show the number of impression your content is receiving, but did you know some ads count impressions where if one account has been shown the same ad 100 times this counts as 100 impressions. So while the big numbers may look great, the organic ones are where you want your social media manager to focus their energy on. Being smart on how you track your progress and statistics is just as important as the insights themselves.

Engagement

engagement

If your social media accounts aren’t active this may be a big concern. One of the biggest parts of hiring a social media manager is to get the activity on your account that you don’t have time for. This is a time consuming part of the job and extremely important. Just as importantly the content being published needs to be engaging to your audience. You social media manager should be researching and learning your audience and what interests them, as well as their needs and how your business can help them. Along with being active on your accounts, your social media manager should be keeping track of inquiries and directing them to the right people or resources within the company. If someone is inquiring about a service you offer they should make the initial contact with the customer, then direct them to the professionals in your business if they can’t answer the questions, or feel it’s better left to the experts in that area.

Scheduling & Calendars

calendar

Scheduling content is not just a trick of the trade, it’s necessary. This is how content can be posted at any and all times, based on your insights of optimal times to post. Keeping a calendar of content planning is a habit your social media manager should be doing. This is key to not only organization, but to have a plan for future content. Your social media should have a goal, and planning in advance helps you stay on track. A content calendar improves the efficiency of your social media specialist, so your content isn’t being left to the last minute, rushed to get out and susceptible to simple mistakes.

Content Curation

content

Content is another one of the biggest jobs for a social media manager. This is probably one of the main reasons you hired them in the first place. You didn’t have time to find or create content, and still don’t. Finding info to share that meets your audiences needs and interests is a very important part of a social media managers job. While your social media specialist doesn’t have to be a professional photographer, they should be creative in the kind of content and images to capture. They should also be somewhat photo savvy or have connections to a photographer they can work with, as making an attractive Instagram account etc. is part of their job. If your social media manager works remotely, they should at least be sending you content ideas that are easy enough for you to take yourself, or for a hired professional to take, and they should not be using only stock photos on your account.

Customized graphics

graphics

Part of branding is being recognizable. Your business colors are a big part of who you are, as is your brands voice, and logo. All these things should be used as much as possible. Don’t be stuck promoting others graphics, or words. Your social media manager should get creative and create a template that you can post quotes on, or promote sales. This helps increase brand awareness and makes your content original and shareable, let others promote your business and graphics not the other way around.

Trends

Trend

Your social media marketer should be keeping up with the latest trends for your industry and on social media. This also means keeping up with algorithms on social platforms. If video content is doing the best, your social media manager should be encouraging videos. If other businesses in your industry are active on Youtube, Pinterest, LinkedIn etc. then you should be too. Your social media manager should be keeping your business in the loop so you don’t miss out on opportunities to be seen and heard.

Research

Research

This may be overlooked by some social media mangers, and definitely shouldn’t be. Research should be done on your business, on the things you offer, and the people you are selling to or targeting. This is actually an important part of their job as well, if they don’t know what you offer and the people you are targeting, how will they be able to cater your content or ads to the exact people that want and need to see your business.

Social media managers are extremely important and helpful for your business. As social media is growing… and definitely not going away anytime soon, you will want your businesses social media presence to be made known. Your social media manager should be posting content that is relevant to your industry, they should be doing their homework on your business so they are sending out content that is appropriate to your industry. When done correctly, social media managers can help increase brand awareness, sales, grow digital presence, generate new leads, retain existing customers, along with so much more.

MarketingShoppingSocial Media

instagram symbol

Instagram has become a way for brands to personalize themselves before their customers. This is thanks to micro-influencers.

instagram symbol

Micro-influencers have become a powerful presence on the platform.

What are they?

A micro-influencer is someone who brands to their audience based on their own personal likes and interests. This strategy works well because these influencers are branding honestly. They aren’t always paid for what they do and still they are able to convince their followers that their favourite product needs to be yours too.

The audience of a micro-influencer may be small. But they achieve something celebrities and giant brands can’t: They create relationships. They also have much higher rates of consumer involvement opposed to celebrities.

cactus

A celebrity can have everything anyone could want materially. Tons of money, the perfect bod, being paid to attend events or workout. (We would all be in-shape if that was the reality for the rest of us, am I right?) You follow these famous people on social media, love and support them. But the lifestyle these people live is not a reality for most of us. The fraction of celebrities in the world is less than 1%. So when they tell us we need a certain product, it’s hard to take them seriously.

1. Because they were paid to sell the product — not genuine.

2. Maybe they do love the product but it still didn’t cost them anything to use the product.

3. They have everything you want anyways, what’s one more cool product they have that you don’t?

This is why the micro-influencers are so successful. They aren’t millionaires, they are real and they choose who they brand for.

The pictures they post are taken by them opposed to sponsored ads. They don’t have to brand for products they don’t like, meaning their reviews are genuine. They can use their account to be real with their audiences and create relationships.

succulents
Succulents, because Instagram loves succulents.

From experience I know that it is very possible to become attached to an Instagram account.

I follow a girl on Instagram she is an artist who is still in art school and she takes pictures of mostly her art. In some cases she will advertise for her pieces. Otherwise she is just a student with amazing fashion sense who posts cute pictures with positive captions. I love it. She could convince me to buy products, no doubt. And she isn’t even a legitimate influencer!

(She is influencing me though . . . maybe she’s just that good, I don’t even know she’s an influencer! 😅)

How do they do it?

They have charisma.

Just like writing a book or script for a TV show, the characters need a distinct personality. What is the character’s family like? What is her obsession? What is his weakness? How do they present themselves at work opposed to in front of their friends? What is their favourite food.

The answer to these questions are found not because the TV show literally says what their favourite food is. Instead you learn by watching the character get excited to eat when they find out there is going to be waffles and strawberries. You learn that they had a spoiled childhood because of the way their parents disapprove of their current lifestyle. Etc.

young people excited about something in natureThe same goes for micro-influencers. They are characters. They either have to come up with who their character is, or exaggerate their real personalities. This way people can grow attached to the perfectly molded character.

People don’t want another brand being thrown at them based on their likes and shares on the platform. They want to know what they need because their favourite influencer can’t remember what it was like to do their morning routine before this amazing product.

Not only do consumers get to hear from likeable people what products they recommend. But the good micro-influencers share the experience. They can give the why, who and how these products have worked for them. Not only are they characters, but storytellers themselves.

young woman on rocky trail in mountains

Micro-influencers have the ability to make their audience feel sorry for them when they have a hard day and rejoice when the micro-influencers can tell their faithful followers good news.

I mean, influence is in their title.

Maybe your small business could use a micro-influencer or you could be that person for your company!

If you see the value in your business having a micro-influencer but you find that you lack the creativity or time needed for such a job, you can find someone to be the influencer for you. Check out this blog for info:

Being a micro-influencer sounds rather glamorous. I love the idea of a job consisting of posting on Instagram, sharing my likes and interests, having a valid opinion, taking beautiful pictures, influencing people and being paid to do it!

branch with leaves in vase

As lovely as that all sounds, I know that it would all take a lot of work. To critique your compelling voice, to make sure you state your opinion strongly without offending others. The dedication and effort would take hours upon hours and money, at least for the beginning.

Who knows, maybe you are up for the task.

Tess Houcher

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