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Social Media Strategy: How to Manage Multiple Pages

small business social media

For small to medium sized businesses, launching and managing a social media campaign can be challenging. The budget often doesn’t allow for outside support or hiring an extra team member to help the marketing team (if the business even has a marketing team). Executing great social media strategy also takes a lot of time, effort, and a long-term investment – a lot to add to someone’s already very full plate! Still, social media can be a boon for smaller businesses; making the effort should be a priority in any marketing strategy.

When businesses have more than one location, or specific products that may warrant their own separate social media pages, things can get even more complicated. Not only are there multiple social media platforms to contend with, there are multiple pages that need specific content fine-tuned for individual audiences. However, it is a beast that can be managed. Here are four tips for keeping your multi-channel, multi-account social media campaigns on track.

Utilize a content calendar

social media strategyTo excel at social media, a business will need to have a long-term idea of their goals and strategy. Scrambling to come up with a post at 3 PM every afternoon is not only stressful, it’s not a great use of your time. Sure, you’ll have content up, but it might not be targeted or well thought out. Your social media campaigns should tie into your overall marketing strategy.  One of the easiest ways to streamline your social media process is by using a content calendar. Using Google Docs, DropBox, or good ol’ fashioned Excel, create a monthly social media calendar. At the end of each month, spend some time going over your marketing plans for the next month, and create social media content that ties in to those goals. Depending on current events and business happenings, the calendar may need to change – so keep things flexible.

Use a scheduling tool

Once you have your carefully drafted and thought out social media calendar in hand, starting your week each Monday will be a lot easier. To make it even better: utilize a social media scheduling tool to schedule post in bulk for the week ahead.

There are several paid and (mostly) free options for that business can take advantage of. On the most basic end, some platforms like Facebook offer built in schedulers. There are some outside platforms like Hootsuite that offer a free option. There also several platforms available for monthly subscriptions that offer a wealth of analytics and info that may be difficult to access otherwise. Spend some time at the beginning of the week getting everything scheduled across all your pages and channels. This doesn’t get you off the hook the rest of the week, however; you’ll need to check in daily to make sure things are posting and check in on audience feedback.

Tweak content for each platform

For each platform, and each page within that platform (such as pages for different business locations), you’ll want to finetune the content. It’s totally acceptable to use the same content across your channels – your newest blog post, for example – but the actual post will need tweaked for each audience. Also, consider that some of your Facebook audience may follow you on other channels too – they probably won’t want to see the same exact post three times in a row.

When planning your content for the month, consider posting the same piece to different channels on different days and times. Be sure to use analytics tools to get to know your audience on each channel, and understand what will fit them best.

social analytics

Use free, built-in analytics

While there are platforms that offer in-depth analytics tools for social media, a good portion of small businesses won’t have the budget available for it. Thankfully, you can glean a wealth of information from several channels built in analytics tools.

Facebook, Twitter, Pinterest, LinkedIn and Instagram all offer at least basic insights tools. We have a more in-depth POV on this topic, which you can check out here. When you’re managing multiple profiles, analytics become even more important – your audience will be able to tell if you’re just posting the same thing across the board. Multiple business pages offer the opportunity to get personal and make authentic connections with smaller, more targeted audiences.

 

The most important thing to keep in mind when planning a strategy for one page or 10 is that social media is about the long game. There will be trial and error, experiments, and a few risks needed when you first start out. As your audience builds organically over time, you’ll gain their trust and approval – something that can’t and won’t happen overnight.

Choosing the Right Social Media Platforms for Your Business

Social media platforms have solidified their place in any business’ public relations and marketing strategy. You know you have to include social media as part of your brand’s image no matter what business sector you fall in, but it can be overwhelming when you look at all the options available. How are you supposed to find the time to manage five orsocial media more different accounts on social media? Add in the fact that copying and pasting the same posts across all your platforms is not a best practice, and panic about how to not only do something with all these accounts but do it well sets in. Where do you begin?

Particularly with smaller business, the answer is to start by recognizing that you don’t have utilize everything that’s out there. Large corporations may have more time, man power, and funds to take advantage of everything on the social media buffet, but this isn’t always the best choice. Not every platform plays into a specific business’ needs and strengths. Choosing what will work for your business should be based on where your audience is and what benefits each platform is capable of. Here’s a brief guide to knowing if four of the most popular social networks are right for your business:

 

  • Facebook – If you use only one social media platform, this should be it. Facebook boasts over 1 billion users, meaning the majority of your audience probably has one. Many consumers see an active Facebook account as a sign that a company is legitimate and trustworthy. With over 900 million daily users, the majority of people on Facebook are checking in daily, which provides a ton of opportunities to get your brand in front of them.
  • Twitter – If you have the ability to dedicate a staff member to monitoring social media, Twitter may be a good choice for a customer service outlet. Users on Twitter tend to expect very quick responses, and conversations change fast. This is also a good medium to participate in professional discussions by following hashtags related to your business and engaging in scheduled Twitter chats on regular topics.
  • Pinterest – Does your brand fall in the lifestyle, food, fashion, or craft categories? You should be on Pinterest. The platform relies heavily on visuals, so anything you post featuring your business or products needs to be well-shot, edited, and eye catching. The key to gaining followers on Pinterest is to post and share photos and links from other related organizations in addition to your own, to build boards that users want to keep up with. Pinterest can also work well as a private “file cabinet” to store resources, photos and more in an easy to access location.
  • LinkedIn – The network for professionals, LinkedIn can work well to legitimize your business in the eyes of the public. A business page is relatively easy to set up, and users don’t expect frequent updates on LinkedIn. LinkedIn requires less maintenance, and comes in handy during hiring periods, and functions as a way to connect your employees and grow your own professional contact list.

 

The most important thing for any business on social media to remember is that these platforms require time and dedication. They need to be monitored and maintained. Don’t overload yourself by giving in to the urge to try everything; choose what makes sense, give it the TLC it needs, and you will see a great return on investment in time.

15 Hidden Features of Facebook, Twitter, LinkedIn & Google+

I have a few surprises for those social media junkies out there! PRNews tweeted out an awesome infographic today about the 15 hidden features, tips and tricks for Facebook, Twitter, LinkedIn and Google+.

Most of these came as a surprise to me – who knew you could “mute” a Twitter account without unfollowing it? Or that you could message someone on LinkedIn without actually being connected with them? For those folks who can’t seem to get enough of social media networks and learning more about better ways to use them, check out the infographic below provided by Salesforce.

Why should you care about social media?

For those who are less than interested in social networks, there is much to learn about why these platforms are great for both personal and business online presence. Facebook, for example continues to build its platform for business pages and allows users to manage their own or their businesses’ reputation, allow engagement, promote events, and to network and build relationships, whether personal or professional.

Twitter on the other hand is great at providing an opportunity for you or your business to report on news, build brand loyalty, provide a place for customer feedback and connect with potential or current customers. While LinkedIn is dubbed as the “professional” form of Facebook, it is important that every working student, graduate, professional has a page to promote themselves and connect with other professionals online.

Whether you love it or hate it, social media is here to stay and those who want to explore the many benefits of the platforms will love these hidden features.

Hidden Social Media Features You Should Know

Salesforce.com