Social Media

What is Social Media Management

Ivan Kolarić

What is Social Media Management

To put it as simply as possible, managing a complete social media strategy is the process known as Social Media Management.

To address how your brand will position itself online and by doing so generate more business, you have to understand your market and how your business provides a solution that helps solve a particular problem.

Your social media strategy has to be focused on

  • Building awareness
  • Generating sales
  • Generating leads

Social Media Management is a way of supporting your social media strategy.

It starts with the customer

A marketing team that has a clear understanding of who their customers stand behind every successful digital marketing strategy. They know everything there is about the thought process of their customers.

If you do not know your customers, you simply can't know how to appeal to them.

You should start moving beyond simple demographics (dividing the market into smaller categories based on demographic factors, such as age, gender, and income.) and start focusing on what exactly your buyers value. You should understand the challenges they face and how your solution helps them overcome those challenges.

Start with creating personas for the types of customers you have. Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand.

Well defined personas will help you identify important challenges, needs, and desires that your customers may have.

For Teambench, a stress-free, easy to use time tracking solution, a number of personas were created. One of those personas is Jonathan.

Jonathan is a freelance developer, his job responsibilities include completing a task with set deadlines and per clients instructions. His work is measured by revenue, client feedback, project/task finished within set deadlines. Jonathan uses reporting software, cloud-based storage, file sharing applications, and email in order to do their job.

The biggest challenges Jonathan's faces are:

  • Navigating Client Relationships / Communications
  • Project Management & Disorganization
  • Professional Development
  • Time Management
  • Motivation

Jonathan is an introvert, works long hours, and is under high stress, his preferred methods of communication are:

  • Phone
  • Email
  • Social Media
  • Face to face

If you never created a person before, you can try using Digitalmarketers customer avatar template.


Social media platforms for your brand

Various social media platforms appeal to people of various ages and interests.

For example, TikTok has a userbase that is 41% between the ages of 16 and 24. If you are offering an accounting SaaS solution it will be easy for you to see that TikTok is not the right platform for your brand to concentrate on. LinkedIn, a professional social media network, on the other hand, might be the right place for your brand.

Choosing the right platform is a matter of understanding what kind of users each platform attracts.

The best way to determine if your buyers are on a specific social media platform is to create an account and start searching for users.

Take note of your findings, you should build a case to determine if you should invest time on a specific social media platform or not. If you do not find many users on a social media platform, move onto the next.

How often to publish content

Budgets will dictate how much content you can produce and share.

You have to find a balance between what your budget allows and what is important to share with your buyers.

Create a schedule that will act as a roadmap for what content you publish, where, and when.

Some social media platforms have an integrated scheduling functionality, however, you might want to use a social media management application that will help you schedule content on all social media platforms you might want. One of those tools is HootSuite.

Be consistent

When you decide what types of content you want to show to your potential buyers and how often, you need to take action and be consistent. You will find that social media is a very competitive space and that other brands are trying to reach your customers and sell them something. To stand out, you’ll need to consistently publish content to stay top-of-mind.


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