Tackling social media without a media manager

Social media. It’s important, it makes a difference, and, done right, it’s actually really hard.

Managing social media is much more time-consuming than most people think, but when it truly reflects your brand, it can engage your audiences, and elevate your brand’s personality in a way that traditional advertising and marketing just can’t. But what happens if your organization doesn’t have a dedicated social media manager?

We’re here to tell you – it’s okay!

Here are five tips to make the most of your team’s efforts.

Meet audiences where they are. 

Many people use social platforms to research products and services, or to follow specific communities, creating an opportunity for organizations to capitalize on their targeted searches. Using hashtags that are relevant and popular will increase the chances of reaching your target audience. Dig into your audience’s posts and use a resource like all-hashtag.com to help find what hashtags are being used around your cause.

Use free resources. 

Get in the habit of reviewing analytics available for free on your admin accounts. These metrics will help determine who is following you, when they’re active, and the content that most resonates, which will guide content planning. If specific platforms are outperforming others, focus your efforts on those.

Be consistent. 

Create a cohesive visual identity for your brand – begin by identifying a color theme, text fonts, icons, and the type of posts you want to share. Use a tool like Canva to develop reusable templates. Develop a voice for your captions and comments; when in doubt: keep it brief. Finally, create a calendar and posting schedule, and give yourself time to make changes. Sites like Hootsuite – or even the free scheduled tweets option in Twitter – make it even easier to plan your posts.

Find a balance. 

Every post creates opportunities to reach new and current users, so it’s important to post frequently and consistently, but prioritizing quality can turn passerby users into followers. Keep messaging, image quality, and visual identity in mind with every post to help you create memorable content.

Engage with your audience. 

Encourage users to return to your page by engaging with them – ask questions, respond to their comments and direct messages, reshare relevant content, and shout them out. If your budget and policies allow, hold challenges, giveaways, contests, or freebies. Build a relationship with your audience and reward returning users.

With a little time and well-focused effort, your team can truly engage with those who care about your brand, build followers, and build authenticity.

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