It’s hard to remember our world before social media, isn’t it? According to Statista, 5.22 billion people are active on at least one social media platform. Many of those folks are likely business owners, and many of those business owners likely think they can run their company’s social media pages. After all, they run their personal profile. How hard could it be? 

While I admire this can-do spirit, social media content management is so much more than posting on a whim. An engaging presence, one that other users will want to follow, requires more strategy than you might think. 

Plan

To ensure you’re hitting all the key points and promoting the proper aspects of your business, ample planning must take place. For us here at Obsidian, this occurs at least a month before content goes live. We spend hours building out social media calendars for clients to ensure we’re making the most of every word and photo or video we put out on their behalf.

Create

A social media algorithm is a lot like Memphis weather. If you don’t like it, just hold on a minute. It’ll change! Staying up-to-date on what platforms like Facebook and Instagram value most is crucial to content performance. If video is king, you better have video. If posts with multiple images are the hot new thing, those are a must. All the while, the content should remain creative and in line with your brand. 

Analyze

Taking stock of how social postings are received will help identify ways to improve. For example, we often see an uptick in post engagement (think likes and comments) when a photo or video of a company’s team is shared. We believe this is due to this type of creative personalizing the brand, deepening the connection followers have to it as a result. Take a look at your page. Are there posts that receive more love than others? If so, try to do more of what your audience appreciates. On the contrary, if there are posts that don’t seem to be what your followers are after, it’s time to adjust your approach. 

On the surface, social media content management may seem fairly easy for a business owner to tackle compared to things like human resources and accounting, but that couldn’t be further from the truth. Call on the pros at Obsidian to help you put your best foot forward to the 5.22 billion users scrolling on their couches. You’ll be glad you did!