Online marketing through social media can become a mammoth undertaking that eats away at your time. It can be difficult to justify paying an employee to look after your social media presence when their time is best spent elsewhere on the day-to-day details of your business.
When you run a business, every minute counts and time has to be used effectively.
Luckily, there are some simple tasks you can implement now that will help streamline your marketing on social media platforms.
KPIs (or Key Performance Indicators) are essential for setting targets and measuring success. Social media platforms offer a variety of performance indicators. These can be generally grouped into three categories:
Reach - the number of followers, impressions, influencer activity (either by following or by advertising directly to customers), and website traffic.
Engagement - how people connect with your account with likes, shares, clicks, and mentions.
Conversions - direct sales, indirect sales, and generated leads.
If you’re unsure of the value of social media marketing, or how to gain or measure returns on your investment, you might be interested in reading our post:
While it can be tempting to try and track all performance indicators all the time, it’s best to focus on a few specific ones — the key ones, if you will. Depending on your company’s characteristics, some KPIs will be more relevant than others.
B2C businesses will likely be more interested in impressions, clicks, and influencer activity.
B2B businesses will probably want to focus on leads and potentially grow them into customers.
Once KPIs have been set, the next step is to organise a plan for reporting your social media marketing performance. Reporting should reflect the key performance indicators that you’ve determined as relevant to your business. Important mentions or ‘shout outs’ by influencers should be part of the report, whether they are positive or negative.
Reporting could be done manually or with the use of tools. There are several free and paid-for software applications that provide support for social media performance reports.
A good starting point for reporting, tracking, and measuring KPIs is Google Analytics. Familiarise yourself with this incredibly versatile tool, with these articles from our archive:
Reports are best done following a schedule that always covers a similar period (such as weekly or monthly) or, alternatively, during and after a marketing campaign.
It’s always best to keep all reports for future reference and comparison outside of social media platforms, as most only offer access to KPIs for a limited time.
3. Security Checks
Security has been at the forefront of many business discussions recently, with some large companies suffering breaches in their security systems. While events that affect large companies are more widely discussed, small businesses are more likely to experience security issues.
It is not uncommon for small business employees to share the same login access for social media platforms as a way to simplify marketing and content creation. This goes against all security recommendations. Passwords should be secure and unique.
The use of a password manager to generate and encrypt complex passwords is recommended.
Whenever possible two-factor authentication should also be used. This means, as part of the login process, users are sent a separate code or link to a different personal device registered on the account before they can access the platform, adding another level of protection.
Everyone using passwords as part of their work within an organisation should be kept up-to-date with security protocols and encouraged to implement them correctly.
4. Admin Access
Social media platforms and management tools usually offer a range of user levels. The highest is generally called admin (or administrator). This allows for full access and control of the account. Permissioned access allows other users to perform certain tasks or access certain information according to their user level.
It’s important to ensure that everyone with access to your social media accounts or management tools is designated the correct user level. Each person should be granted permission levels to enable them to carry out their designated tasks effectively.
Performing a quick access audit in December will set you up nicely for the start of the new year.
5. Calendar Setup (Content and Marketing)
Social media content is always best when planned in advance. Throughout the year there are a number of events and celebrations that could be relevant for your business, and it’s important to be ready for them when they come. You don’t want to be rushing Christmas-related posts on the morning of December 24th!
If your business has a blog, and it probably should, you will also need to set up an editorial calendar where you plan topics, deadlines, and publishing dates. Remember to always publish your content across your social media accounts.
Having an organised content and marketing calendar also allows you to have a proofreading and approvals system in place to make sure only the best quality content sees the light of day.
Social INK has a collection of easy to use calendars you can download and start using immediately.
For a detailed list of the year’s major celebrations and interesting dates (along with their associated hashtags), download our marketing calendar.
Organise and plan your social media posts across several platforms. Download Social INK’s content marketing plan.
Map out and track your blog posts with the easy-to-use Social INK editorial calendar.
Take Your Digital Marketing to the Next Level
All businesses need to spend time on their online marketing to get it right. Social INK will save your business that time by looking after your social media and digital marketing efforts. Get in touch. Let us help you take your online presence to the next level.