Depending on the type of content you share on social, curating can have a huge role in the way you create your updates. Discovering and vetting content from others involves having a deep well of sources to read—as well as the time to read it all.
Once you’ve found what you want to share, it’s time to figure out how to say it. Crafting a social media update is likely a task that goes faster over time as you gain experience writing headlines, using the most impactful words, and arranging things just the perfect way.
Here’s where a social media management tool really makes a difference. Instead of logging in to a handful of different channels one after another, you can log in to your management tool once and post faster and easier.
The next step beyond posting is scheduling: writing your updates ahead of time and queueing them to post throughout the day, overnight, through the weekend, or any other time when you can’t be actively updating your accounts.
Once your updates go live, you then dig into the metrics surrounding each post. How many clicks did the post receive? What was engagement like? Which stats matter most to you?
With the measurement numbers in hand, you can analyze and make your strategy moving forward. For instance, in analyzing the metrics, you might notice that it would be beneficial to change the times that you publish or to focus on a certain type of update. Constant measurement and analysis can reveal these opportunities.
Chances are that people will be responding to your social media updates or reaching out to you directly. At least some portion of a social media manager’s day should be spent responding, however you feel is appropriate—with a reply, a thumbs up, an outreach email, or something else.
In addition to responding to direct contact, you can also keep your ear to the ground via a listening tool or an advanced search that helps bubble up those conversations about you and your brand. It’s amazing how many opportunities are out there that might be missed without proper listening tools in place. For instance, following Twitter mentions for “@buffer” might not turn up all results when folks talk about “Buffer.”
In addition to replying and responding, there’s also an element of outbound happiness in engaging with your community and other accounts. This can happen via chats or comments, delight campaigns to reach out to others, and by following, friending, liking, and retweeting content from others.
Occasionally, folks might come to you with problems—bugs, breaks, troubleshooting, big questions. These can fall into the realm of the social media manager to handle as best as can be. (Neil Patel’s advice as mentioned above is to send this task along to a customer support team.)
What is the roadmap for future social media marketing? Every so often, the manager needs to zoom out from heads-down work and take a big picture view of things.
We’re a bit partial to this one at Buffer. We love experimentation, and this ties into many different tasks already on the social media manager schedule: curating new ideas to try, measuring results, analyzing the numbers, scheduling, crafting, and posting.