The role of a social media manager varies from corporation to corporation. However, it is safe to assume one commonality among each SoMe manager, and that is the multi-faceted nature of your jobs.
The main objective of your job is to represent your brand across a wide array of social channels and become your followers’ preferred choice, and voice, right?
Well, the truth is that you’re not just the carrier of a message. You can regard yourself as a strategist, an advertiser, a planner, a customer service representative, a content strategist, and hey, even an analytics geek. Choices, choices everywhere!
This is especially true for the small-to-medium enterprise (SMB) where limited resources have got you and your team members wearing different hats and juggling tasks that go beyond the social media spectrum.
So, while you put together next month’s content calendar, you are probably also creating content for the website, drafting copy for a newsletter, and perhaps even coordinating a new campaign with an external agency.
This leaves little room for headspace and reflection which, for marketers, is the fuel that makes us think smarter, strategize, and execute outstanding campaigns.
The list of responsibilities can be endless, but you already know that, don’t you? Now include tight resources into the mix and what is it that you get in return?
For that reason, you should look into the tools that help you organize yourself, and cope with all the moving pieces within your role successfully.
Regardless of the tool you decide is best to cover your needs, we’ve compiled seven features you must have at hand to make social media management seem like a walk in the park. At the end of the day, social media should be fun, not scary. Amirite?
1. Multi-channel management
As good of a multitasker as you might be, there comes a point where it is necessary to streamline your work processes. You need to ensure consistency across different social profiles and brands, and also dedicate the same amount of time and care on each of your active channels.
For that to take place, you should look into social media dashboards that integrate all your main networks and allow you to schedule, publish, handle your social inbox, and measure your performance in an integrated and seamless manner. Indeed, a tool that allows you to run your campaigns from beginning to end with a single login.
2. Social media calendar
Content calendars work as the guiding light of your work. They allow you to have visibility over what’s scheduled, the channels in which the content is being promoted, and a bird’s eye view of the overall content plan.
Ultimately, a thorough content calendar allows you to schedule, edit, preview, and publish all your social media posts and campaigns in one place, permitting you to be flexible and saving you from having to scramble for content last-minute.
For instance, Falcon’s content calendar allows you to change the view and filter your content through the options at the top of the section. That way, you can filter through a specific date range, look at an entire month worth of campaigns, or simply focus on a concrete date – having your workday day at a glance and helping you manage your time.
3. Content pool
Content storage can be a mess if you don’t have the right tool to store and organize all your published work.
A Content Pool works as a digital library where published content is automatically stored – helping you gain control over the potpourri content storage can be. It allows you to stock items such as images, copy, and video pertaining to specific campaigns. These can also be shared across your organization, markets, and teams—saving you and your colleagues time and ensuring brand consistency.
You can also share your most engaging content, whether it is text, images, or video, and publish the content directly to other local markets or create and save content as stock for later use.
4. Cross-campaign collaboration
You don’t need to be told how complex and intricate campaign plannings can get. Trust me, we’ve all been there! From planning the overarching goal of the campaign, deciding the elements, drafting the copy, to finally launching it on your desired channels is no easy task.
That’s why you need a dedicated campaign planning tool to take the load off your back.
A campaign planning tool is an essential asset for you and your marketing team to roll out campaigns across multiple channels and markets. You need a campaign planning tool to help set campaign dates and milestones, add briefs and stock items such as images, video, and copy, and give complete visibility to your team members of what’s happening, and when.
If you’re looking for more advanced features, Falcon’s Campaign Planner also allows you to set up email reminders to make sure you don’t miss on a deadline. You can also assign specific campaigns to a team member to help them take ownership of the task and oversee their area of responsibility.
With everything drafted in one calendar, the only thing left to do is to approve and schedule the content.
5. Team collaboration
We’ve all heard that communication is key, right?
Good communication flows are essential for successful team collaboration. You need features that allow you to write notes, tag relevant team members and contributors, or create predefined answers to common queries.
These are crucial for saving time and ensuring that nobody misses an urgent message. Plus, it ensures you don’t have to go back and forth between Slack, email, and Microsoft Teams. Sounds like heaven, huh?
6. Facebook and Instagram advertising
With over 2.5 billion active monthly users utilizing Facebook, and 1 billion active Instagram users, chances are that your target audience is also to be found in one (if not both) networks.
Are you taking advantage of their advertising opportunities?
If that’s the case, we’ve got good news for you. With features like direct Instagram and Facebook advertising, you can manage your Facebook and Instagram ads without leaving the platform. That includes the ability to create ad sets, as well as define budgets, schedules, and objectives. This allows you to have full control over your ad campaigns in the same place as your organic posts while tracking performance for both paid and organic campaigns.
7. Performance reports
Let’s say, you’ve spent months planning multiple campaigns to help your business grow. The time for a mid-year review is approaching, and you’ve got to measure the ROI to your boss, but you’ve caught yourself swimming in a sea of spreadsheets and failed formulas.
The solution? Automated reports.
Automated reports help you track your performance across channels and make social media analytics accessible to everyone through easy-to-make, shareable reports. These reports also allow you to get the best overview through cross-network metrics and KPIs. That way, you’re able to check where your efforts are paying off and adjust your strategy to obtain the best results. In some cases, you can schedule reports to be sent via email to get the main stats as a glance, as well as exporting options for when having to present your results to management.
What we’ve done is just highlight the features that would make your social media efforts seem like a piece of cake, however, it all goes down to what your goals are.
For that reason, it’s important to evaluate what your overarching business targets and main use cases are when campaigning on social.
Is your aim to raise brand awareness, create conversion, or rather, use social media for customer support purposes? Whichever your goal is, social media dashboards can help you streamline your accounts and processes – and as you have read above, that has its perks!
Of course, there isn’t a one-size-fits-all solution to social media management, but you can get close. Take a look and compare the top social media suites with this (free) report and evaluate which one might be best for you.