Believe it or not, social media is a full time job. Often times small businesses assign the same person who does the email marketing and/or PR, to also do the social media marketing. That’s a lot to ask of one person. And in larger companies, they will spread the love around and assign multiple people to do the social media for the brand. This is fine, as long as there is a consistent voice.
But for small businesses or start-ups, social media is a full time job for one person to do the social media marketing and here’s why:
- Creating good quality content.
This is by far the biggest pain point for many small businesses. Creating the assets to share across the web can be extremely time consuming, from having good quality photos or videos, to developing contextual messaging for each channel/outlet.
- Coordinating social media with PR and other marketing initiatives.
Developing a content/editorial calendar will be your savior. Often times, it is overlooked or forgotten that social media is just another marketing tool, however, it needs to be integrated with PR, email messaging, and all other campaigns. It’s just another touch point.
- Sharing the content.
Once they create the content and coordinate and integrate it into the overall content/editorial calendar, they need to share it across channels, maybe at different times or on different days of the week — depending on when their customers are online on that channel. And let’s not forget, of course you can automate, but over-automating can get you penalized, especially on networks such as Facebook.
- Responding to comments, tweets, mentions, and reviews.
Let’s not forget that once you share the content, if someone takes the time to come to your social channel and engage with you, you should take the time to acknowledge them by responding to their comments or tweets or mentions or reviews. Say something that’s engaging, just as if they were standing right in front of you and you were having a conversation with them. Plus keep in mind that people are all not commenting 9am-5pm, so your social media person may have to respond outside of office hours (if that’s your policy).
- Commenting on other people’s content.
Lastly, just because your brand has a Facebook page, Pinterest account, Twitter profile, or a blog, doesn’t mean people will always come to you. Part of doing social media requires you to be social, which requires you to comment on other’s Facebook pages, interact with other Twitter profiles and comment on other people’s blogs. More than likely, they will return the favor or at least check out your content to see what you offer.
Are you required to do all of the social media plus other marketing initiatives for your company? Do you feel like you have enough time to do it all?