In this post, I will be sharing with you the daily tasks I have managing [several] social media accounts for different businesses. This is definitely not a full list (I still have tons to learn) however, this is the best way I have found to keep me productive and organized. Pay close attention to the estimated times I give you for each task. This is the potential amount of time you can save if you hire a social media manager.
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What is social media?
Social media is websites and apps that you use to engage and network with others socially.
Some that you may be familiar with are Facebook, Instagram, TikTok, Twitter, Snapchat, etc.
And while you may use those platforms for fun on a daily basis, you can also use them for business marketing, too. Since there are people on those platforms daily, that makes it one of THE BEST ways to get some advertising – a lot of times for FREE. (Of course, some of the paid features are beneficial too, like promoting/boosting posts or running ads.)
So, how DO you use social media for business purposes?
1. Choose a platform and set up an account
If you don’t already have an account for your business, you can set one up quickly and easily. If you have a personal one, then you already know how to create a new one. Except this time, it will be for business purposes. (And yes, you want to keep your personal and business accounts separate.) Some benefits of business accounts are:
- Analytics – see how your account performs, if you are getting traffic, where your traffic comes from, the types of posts your audience loves and responds to, etc.
- The ability to run ads and promotions
- Keeping business and personal separate (while it’s cute to show your friends and family that your infant poo’d all up its back, it’s not as cute to show your potential clients/buyers that. Even if it IS #reallife)
- You can only connect different platforms to each other if they’re business accounts (for example, you can’t connect a Facebook and Instagram account unless you’re connecting two business pages. It can’t be one personal and one business.)
- Look professional and legitimate
This can take roughly 10-20 minutes. (Most likely less!)
2. Optimize said social media account(s)
Adding a profile picture, creating a kick-ass bio, setting up links, etc.
Not sure whether your profile picture should be your face or your logo? I use this tip:
- If you are selling a physical product, use your logo. You will be most known for your brand or most popular selling item, but rarely by the person who creates it (not in every case, though). This establishes your brand identity.
- If you are offering a service, use a [professional] headshot. People want to see that they are paying a real person (not a robot) to do the work for them. It is a great way to build trust and establish rapport.
What does it mean to “optimize”? Basically, you want to prime your profile for SEO, or Search Engine Optimization. In lay terms, it’s just taking keywords (words people use to search for items in your niche) and add them wherever you can. This allows you multiple opportunities to appear in searches.
Best places to add keywords are your name/title, your bio, and wherever you can.
As for links, be sure to include where you can be found and contacted – a website, another social media channel, email, an online store, etc. Right now IG only allows 1 link to be displayed, so I suggest making a landing page on your website that contains multiple links, or use a service like Campsite.bio.
This can take anywhere from 30 minutes to two+ hours, depending on if you already know what you’re going to say, know what pictures to use, if your links are set up, etc.
3. Creating social media content
Next thing you have to do is to create content! You need something [of value] to post to those platforms. An easy way to do this is to create a content calendar first. Get a calendar template (or planner, scrap paper, whatever you prefer), write out the next 30 days (depending on when you start this, it may not be within a “calendar” month. Your “month” might be March 20th-April 19th. Know what I mean?) Fill in anything that is happening in those thirty days (a holiday, events, special days)
It is your choice, but you don’t have to wait until a new month begins to start 😉
Next, plan what you’d like to share. Common posts are intros (especially if you’re just launching a new social media account), about me/my business, what you do/specialize in, where you can be found/reached, behind the scenes, service(s) you provide, product(s) you create, etc. (Check out my content calendar template for ideas.)
After you figure out what you want to say, you’ll have to figure out if you need a picture or graphic to go with it. (Hint: if it’s an Instagram post or Pinterest pin, you’ll definitely need a graphic.) You can use a program like Canva to create these. Best thing about Canva is that they have templates sized for various social media platforms, and they’re premade! Just add your info and download.
This can be a full day’s work (batching), or broken down into a couple of days (one task each day, i.e. mapping graphics, creating them, proofreading, etc).
4. Research hastags
Hashtags are one of the things that help your posts get seen in searches for Instagram, TikTok, and Twitter. It is a great way to see everything related to that long keyword all compiled in one place.
What I mean when I talk about hashtag research is that:
- You need to know how to use hashtags on each [different] platform (they aren’t used the same way on all of them)
- For Instagram, you want to use hashtags that have a certain amount of posts attached to them, so that it gives you an opportunity to be seen. A saturated hashtag (containing over 500k+ posts) might not help you show up at the top of searches, because there will always be a new post popping up with the same tag that pushes yours down. IG gives you 30 tags to use, so you want a mixture of tags, which also includes broads tags, niched tags, location tags… I can go on and on. You also want to use different hashtags per post, so that IG doesn’t mark your account as spam.
- For Twitter, a hashtag can be used to participate in “chats”! You follow the hashtag and use it to “chat” with others about a certain topic. I haven’t quite figured out Twitter chats. It is recommended you use no more than 2 hashtags per tweet, however, you are welcome to use as many as you like (characters permit).
- For TikTok, hashtags are used in the same fashion as they as used on Instagram.
This in itself can be a day’s work, if you sit and figure out tags for each individual platform. Plus, I like to create different sets of 30 hashtags for my IG posts.
After figuring out what to post and when to post it, you should, well, post it! If you’re starting a brand spanking new account, I recommend having at least one post up before you start following people or trying to get followers. (although this isn’t 100% necessary.)
Now, there are two ways to go about this-manually and automatically. I’ll explain.
If you choose to post manually it just means that you will take your content and add it to the platform(s) each day yourself. In the beginning, you can post at different times during the day and see what works for the audience you have (once you have an audience). As time goes on, your analytics will tell you the times that are best for you to post because those are the times that your followers are active (and are most likely to see your content!). Posting when your followers are active allows you to get the most out of your post. After all, why design an awesome post if no one is going to see it?
Also, if you’re busy (or forgetful like me) you might have to set an alarm to remember to post something each day (and in the beginning, for at least a month you should post at least once a day so you can get the momentum going). That requires you to stop what you’re doing and post! (Ok it may not be THAT dire of a need.) Don’t forget the hashtags!
This can take about 10-15 minutes, give or take. Depends on your set up, what you’re posting, where you’re posting it, and if you’re prepared.
Automatic posting refers to using a tool to schedule your posts. Some popular social media schedulers are SmarterQueue, Planoly, Later, Tailwind, Hootsuite, etc. Each one has its advantages and I encourage you to review them (or others). In my opinion, the scheduler in the Meta Business suite is sufficient enough. And free.
First things first you would need to create an account with whatever scheduler you go with. Then you have to set up your content, and schedule. It’s not quite that easy, but you get the picture. This is great for setting up content to post for you, to save you time. You can also batch schedule posts for an infinite amount of time in the future. This is great for freeing up time later during the month… because your social media [posting] is pretty much taken care of for the time being.
The scheduling can take anywhere from 30 minutes to a few hours. It depends on if you’re batch scheduling, if your graphics are ready, your captions are ready, hashtags are already chosen, etc.
6. Engaging with your audience
You didn’t actually think you could just post and run, right?
When you are trying to build a following and also trying to build trust, you absolutely NEED to interact with those who comment, post, or message you. People want to feel/see that there is a real person behind the scenes that care about them and not just a sale. This allows you to establish authority in your profiles, shows you genuinely care, and allows you to answer questions (which can lead to prospective clients/sales!)
This should be done – AT MINIMUM – once per day. Ideally, it should be done twice per day (morning/evening) for comments, or each time a message comes in (because it could be a lead). This does take time out of your day, so you can be the judge of when you do this.
You should also go through your explore page and comment on posts in your niche, and/or, choose a hashtag that you use and go through those posts, commenting, liking, and being friendly. This helps with getting followers, getting on their radar, etc. Most times people will return the favor (spamming likes) which help with the algorithm. (It’s like an unspoken engagement understanding with those who use IG.)
You should spend at least 30 min – to one hour doing this, each time you decide to do it. Interaction is key, and remember-the more interaction your post gets, the more it can be “bumped” or perceived as “popular” (which means more people will see it!)
One of the final steps in social media management is to review your analytics data to see if your strategies are working for you.
You can check what posts are popular, so you can create similar ones (or repost after 2-3 months). You can check analytics weekly, biweekly, or monthly, it all depends on what you need to know. If you are doing management for clients, you should also be crafting monthly analytics reports.
Analytics in itself takes a bit to learn how to interpret, and a little more to be able to explain to your client(s) what they mean. They also allow you to craft strategies for each account. (Each social media channel will need a different strategy.)
This can take an hour or more, depending on how well-versed you are in interpreting analytics. It can also take longer, depending on how many accounts you are analyzing.
These are just SOME of the things I do that go into managing social media accounts. Along with doing all of the steps above, I also create worksheets and logs tailored to each client and their business, so that I have records of everything I do to manage their accounts. (This keeps me accountable and organized.)
It isn’t an easy job, but once you establish a routine, it becomes manageable. If you have multiple clients, this is where routines and time blocking should come into play, so you can be sure you are giving equal time between all accounts. (but please don’t take on more clients than you are comfortable with handling!) The best way I have done this is to create files, both physical and digital, for each client; utilize my planner and business tools; and create task and to-do lists.
Social media is a fickle thing-one day your followers and viewers are the highest they’ve ever been. 24 hours later, you are missing 400 followers and not getting any likes on your new post (which you’ve worked hard on, and were quite proud of). What gives right? It takes a lot to stay on top of the changes that go on with each platform; and to manage accounts you need to be sure you know them. Social media management is a little more than just posting a pretty picture and hoping people like it and comment on it (much less see it).
If you are overwhelmed at everything it takes to run your social media smoothly, I suggest outsourcing! There are many people who specialize and dedicate their businesses to doing so, and that allows you more time to dedicate to other areas in your business. Send me an email at email@example.com for a free consultation.