best social media management platforms

Best Social Media Management Platforms

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Social Media Management – Why it is Important to You

Social media management uses social media platforms like Facebook, YouTube, and Twitter to build brand awareness and generate new business leads. It is a form of digital marketing that focuses on the social aspect of marketing. Besides just writing and publishing content, you will need to decide a content strategy (what you will post and how often) as well as customer engagement and how that will be addressed. 

There are so many different social media channels out there, how do you know which ones to use? Well, each one has different features and benefits. So it is simply a matter of knowing your customer and what each platform focuses on. 

Not all social media platforms are the same. They are all designed to appeal to various ages and interests. TikTok is a video-based social platform with a majority of its users between the ages of 16 and 24. The content produced is video clips of someone singing a song, doing a comedy sketch, or pranking someone for a laugh. If you were the producer of custom skateboards and your target audience was 16 – 18-year-olds, then this type of site may help you gain attention if you record videos showing off your fabulous boards. 

However, if your business is insurance, then this platform is not going to work for you. The demographics are wrong and this group is not interested in what you sell. You would have better luck on another platform. In other words, choose the platform that lines up with your demographics and appeals to people in various stages of the buying process. 

Benefits of Social Media for Businesses

  • Generate more leads
  • Greater exposure to potential new customers
  • Engage with your target audience
  • Build brand awareness 
  • Gain a reputation as an authority in your field
  • Improve customer engagement 
  • Drive more traffic to your website or sales pages

Social strategies used correctly will bring you some pretty dramatic results. However, you should first make sure that the platforms you choose are in your target age range and have users that are interested in your industry and services. 

How can you tell if a platform is right for your business?

Do a quick search on the site to see if anything comes up that looks promising. Type search terms related to your industry or service and see what comes back. Are there industry-related posts or topics being talked about? Are the most active users in your demographic’s age range? If your business is targeting 30 – 65-year-old male or female homeowners, then a site that caters to teenagers and 20-somethings is not going to help your business. Stay away from sites that cater to the younger crowd and opt for sites like Facebook, Pinterest, LinkedIn,  and industry-related forums like Reddit.

Sites to Target and Why?

If your industry targets older adults in a certain demographic area, then the larger social media sharing sites will be more of a benefit to you. Facebook allows you to create a profile, a business page with a link to your website, industry-related content (articles, blog posts, infographics), and connect with other users who may be interested in what you do. 

Pinterest is another site where you can use content to gain a following and get likes. It also offers analytical tools for business accounts to help you gauge your level of reader engagement. The site is popular with all ages but the topics tend to be for older people 30 years and up. 

Once you have determined which social media platform works with your business you’ll need to create a content strategy and schedule your posts for publishing. To be effective on any social channel you should post a minimum of once per week. Twice per week is better, but everyone is short on time these days and  2 x per week may not be possible right now.

The Main Reason People Don’t Post Regularly

When it comes to social media posting, it tends to feel like a fight or flight moment. What do you post, and when? Through analytics, you can find out when your audience is active and plan to post around that time. Another option is to just get on for a few minutes in the morning and again in the evening to engage with your readers. 

The reason more people are not consistent with it is that they got busy and missed the post time, or they didn’t have content ready to post, or they gave up on the idea that it was going to help boost their sales. 

Consistency is Key

Posting consistently on social media increases your brand awareness and puts you in front of hundreds of potential customers. If your posts are all about you and your business it will turn them off and they won’t be interested in anything you have to say. On the other hand, if your posts are meaningful and focus on the customer and their problems and how to solve them, you will have tons of people reading your content and visiting your website. 

Sample Posting Schedule:

1. Facebook — 2 posts per day 
2. Twitter — 3 tweets or retweets per day 
3. Pinterest — 5 posts or pins per day 
4. Instagram — 1.5 times per day or more
5. LinkedIn — 1 post per day

People also tend to start out good but give up after realizing that posting content regularly means on all channels, not just one. How can you post content to multiple sites? It takes a lot of work to maintain a social media channel and trying to stay on top of all of them is hard for anyone. 

This is where technology can help you. Automation can help you post consistently and stay on top of all of your social media channels. You can schedule your posts ahead of time which takes the pressure of having to decide what to post on the spot.  

Software for Managing Your Social Media Accounts

It’s hard to keep up with work, family life, and trying to stay on top of your social accounts as well. That is why tools that help you automate some of these processes are so helpful. 

Benefits of Software Automation

  • Helps achieve consistency in posting
  • Takes less time than manual posting
  • Post to all social networks at once
  • Have more time available for other tasks
  • Maintain a social presence, even at times when you can’t be online

Hubspot

Hubspot Social Media Software helps you save time by prioritizing the channels you spend the most time on and grouping the tools you need all in one place. You’ll find everything you need in the Marketing hub. You can save and schedule posts for Facebook, Twitter, Instagram, YouTube, and LinkedIn. These tools can also help you to know which posts get the most attention from readers and which ones didn’t fare as well. You can post content and measure the level of engagement to help you post content your audience finds entertaining or helpful. 

Hubspot has a host of tools that can be combined and used seamlessly with others. You can monitor and analyze your results to fine-tune your content to be on-point every time. Don’t just choose a time and “set it and forget it.” Keep testing and analyzing your results to stay ahead of the competition and engage with your audience on a daily basis to keep your ideas fresh in their minds.

ActiveCampaign

ActiveCampaign gives you the marketing and CRM tools to automate your email marketing and social media marketing efforts. It helps you set up ways to make your marketing time more profitable by targeting who to send a message to and when, and then what should follow that. Set up your marketing campaigns with a strategy that is based on analytics and customer behavior. It can help you find the people who engage with you the most and focus on them. With ActiveCampaign, you can automate your email marketing, grow your business, and increase your revenue. 

Buffer

With Buffer, you can create customized schedules for posting on every one of your social media profiles. That way you can make the most of the time on the platform and accomplish everything you need to do at one time. Another benefit is that you can plan and schedule your holiday content months ahead of time to avoid the last-minute rush to come up with content. The Buffer browser extension helps you find content to repost easily. To share a page you’re reading, all you have to do is to click the button on the browser and done.

Loomly

Loomly helps you manage all your social media content from one platform. You also get notified every time someone in your team comments on a piece of content or makes an update via email, push, Slack, and Microsoft Teams notifications. It is also great for helping you organize everything like documents, calendars, and contacts. You can also plan your content ahead of time to have the impact you wanted at just the right time. Loomly will also give you content ideas based on your RSS feed, and Twitter Trends.

It’s important you choose the right marketing tool for your budget and your lifestyle. You are encouraged to check out these marketing automation tools to see which ones work the best for you. Not every program is right for everyone, you have to find the one that fits you and how you work. If you like simple things then look for the ones with a simple, uncomplicated interface. As a new marketer, it is easy to become overwhelmed by the sheer amount of data being displayed on the screen.