Planning, organizing, content and analysis are all part of the work of social media. Know everything that is part of this professional’s routine!
Do you consider your work to be really effective on social media? Efficiency is understood as the ability to manage and execute routine activities with maximum performance and minimum mistakes.
In a brand’s social media management routine, being efficient in the midst of so many processes is really challenging — but not impossible! Like any skill, efficiency is buildable. That is, the more you practice, the better the result tends to be.
In addition, looking for technological resources and exchanging an idea about the best organization and execution practices with other professionals greatly facilitates the process.
And that’s what we cover in this text! Blue World City bring together our day-to-day learning, with the management of mLabs social networks, and the knowledge we acquired through exchanges with various professionals in the area to turn them into tips.
Evaluate each one of them and see how it is possible to adapt the directions and resources indicated in your routine for more efficient management of these channels. This way, we guarantee that, in addition to improving your deliveries, you will also see positive differences in the results!
Planning and content creation: how to organize yourself
The first step for social media to organize the routine management of social networking is to have clear the steps that are part of the process and the weight of each. It is also very important to identify which other professionals are involved in each of the activities. After all, you will need to validate that the proposed process is also viable for their routine.
This organization varies depending on the staff and the work structure available. Here at mLabs, for example, we currently have two professionals who work in a social media routine. But we have the entire Marketing team acting together in the actions that are part of our calendar of commemorative dates.
The social media analyst is responsible for carrying out our planning, creating content from ideation to art. So it is. Although we have designers on the team, they are only involved in pieces that demand a more elaborate creative process.
For day-to-day content creation, our analyst uses the guidelines and assets that our team of designers made available for the creation stage. This process was outlined during the construction of the area, already considering the design skills of the candidates for the then social media vacancy.
That’s what we also recommend to you whenever a new opportunity opens up on the team: delimit the scope and thus the skills of the social media professional you need on the team.
The second professional is a Community Manager. She is more responsible for community interactions in the publications we do and in the customer-only space we have.
But let’s explain this process better in the next topic when we talk about the daily operating routine! For now, let’s go over the tips for organizing activities that can—and actually should—be done in advance.
Planning: strategy and positioning
Every year, we gather the Marketing team, which is still lean (9 members) to discuss and plan the strategy we will follow and what our digital positioning will be. This also takes into account the strategic planning of the business, of course.
The lessons learned from the previous year are also considered: where we got it right, what didn’t work as we expected, ideas that our community brought, etc. It is at this point that we revisit some items that are part of our planning:
The discussion revolves around the channels we currently use and our audience’s response to each of them. Our social media presents, based on data, the results of their analysis throughout the year, showing where we should direct our efforts, as we cannot effectively cover them all — CHOICES.
This does not mean that this type of decision is only made at this moment, but that, there, it is a time dedicated to it.
ATTENTION: if a new social network appears and dawns in the eyes of your audience in the middle of the year, you shouldn’t wait for the periodic planning meeting to start working on it, huh? Here at mLabs, when that happens, we assess the bigger picture and, if we decide to be an important channel for us, we act immediately.
Based on the data analysis, it is also at this point that we decide if the categories/editors that are worked in each channel are delivering the expected results.
Those that have a good response from our audience remain. Those that did not meet our expectations are rethought. There are a few options for this situation:
- they can win tests on a new day/time;
- gain a new weight, being worked on less frequently;
- gain a new approach;
- Be disabled.
Our social media analyst also presents data that indicates whether the frequency that we are working daily each of the editorials is satisfactory or needs to be rethought.
It is noteworthy that the frequency of publications on a social network can be decisive for the results on it. Don’t overlook it!
We also defined themes that will be worked on throughout the year, according to the projections of trends and bets for the period.
Here at mLabs, we define a monthly theme for work and a second theme, in parallel, per quarter, which matches the experiments we will be doing.
Calendar of commemorative dates
At the annual meeting, we also assess the commemorative dates we worked on in the previous year and the result of the actions taken by each one of them. With that, we decide which ones stay, enter or leave. And right away, our social media imports all these dates into the mLabs calendar.
With the daily workload, you can’t just rely on memory. Therefore, it includes in the calendar not only the commemorative date but also when the theme should be addressed in the Marketing team meetings throughout the months.
So she brings to the meetings not only the need to think about the action, but some of the ideas she already had!
The content creation process here at mLabs is carried out every two weeks for two prominent reasons:
- our social media manages to divide ideation and production activities into distinct weeks, which makes the routine less “heavy”;
- We are able to work with routine content in advance, ensuring that we will always have 15 days of posts already scheduled, which avoids the lack of publications in the face of unforeseen events.
It is worth remembering that, in our area of expertise — as you well know — there is something new every day. Therefore, although we work in advance, we understand that it is important that the social media work routine allows flexibility to create new posts and to relocate those already scheduled.
This is the first tip for you to have a smoother and more efficient management routine for your activities: keep your publications pre-scheduled.
Here at mLabs, it’s a blacksmith’s house and an iron skewer! We use our platform’s post scheduling feature, which follows the biweekly creation process we explained earlier.
This ensures that we meet the defined publication frequency and guarantee that our planning will be put into practice no matter what happens. It also saves time for our social media, which manages to organize and manage the publication of all channels in one place!
Plus, once scheduled, she can view posts directly on the mLabs calendar — that same feature where you can include anniversaries, remember? With that, she manages to dedicate her time to be more and more strategic.
The second tip to be more efficient in the routine of creating posts is in relation to the organization of the workflow. We commented that, here at mLabs, most of the post arts we publish are created by our social media analyst.
However, some actions involve the production of the pieces by our designers. In these situations, our tip is to use a tool to manage the activities of each professional involved.
Of course, around here, we use mLabs workflow, the post-approval feature.
In these cases, our social media opens the demand including the description texts and the post art, as well as the briefing for our designer. Upon completing his part, the designer makes the art available for validation by the social media analyst, which, in some cases, also involves the approval of the area manager.
All of this is done directly through the platform, which also allows the inclusion of guests to act according to your brand’s process. In other words, if you work at an agency, for example, you can adapt the process by inviting your client to approve publications within mLabs!
If you outsource some production steps, you can include your suppliers, freelancers and whoever else you need! A very important step for the organization, isn’t it?
Now, if your reality is similar to ours, as you, social media, are also responsible for creating the arts that accompany the publications, it is worth understanding our internal process better.
Remember how we talked about our designers making some assets available to our analysts? Well, the reason is that she doesn’t have the advanced tools and even the knowledge to handle them.
Therefore, to create the arts she uses two resources:
It’s the mLabs creation studio, which you can find inside the platform. With it, you optimize the creation and scheduling time, since, after the first step, your post is automatically taken to the second!
There, our social media has the help of resources such as templates, free image bank and formats suitable for each social network — including, of course, those recommended for posting via mLabs.
In some cases, our social media analyst prefers to use Canva, a creation tool that is already well known and used. Best of all, it can also use it from within the tool, saving execution time.
Ah! This goes for both the free and the Pro versions, which is our current option.
Content for the customer community on Facebook
Here at mLabs, we have a unique community for our customers. It was created on Facebook and aims to deliver exclusive content, pertinent information and promote exchanges — both ours with them and between them.
This channel has its own editorial calendar, independent of the official pages and open to the public. However, we use the same reported process!
Daily operation routine: how to solve the challenges of management tasks
Not only planned activities can live a social media. We know and experience this. After all, monitoring what’s going on and connecting with your community are tasks that can’t wait!
Therefore, all the steps that we presented above and that can be planned must be so. It is the organization of these tasks that will help you have time to be more strategic, but it will also ensure the quality of everyday tasks.
Analyzing what your audience has been saying about you goes beyond the messages you receive or what is said in your community, and that has a lot of value for the brand.
It is in this analysis that you learn where you are getting it right and, of course, also getting it wrong. It is also with this activity that you can identify opportunities and gain insights for your publications.
Therefore, in addition to following the messages you receive, it is also important to follow what is being said about you in all digital channels. For example:
- on Facebook and LinkedIn groups about your area of expertise;
- In your brand’s unofficial groups on Facebook and LinkedIn — have you checked that they exist?
- Feed and Stories from customers and non-customers who may not have tagged your @ or included any # mentioning your brand;
- On complaint sites etc.
As you can see, although this monitoring starts on social networks, it should go further, covering the entire web.
This is daily and thorough work.
Here at mLabs, it is the responsibility of our Community Manager, who has an outsourced tool to help with what is possible to be monitored in an automated way.
Social networks are social networks. Therefore, they are exchange channels. Therefore, you are expected not to leave your audience or the good quotes you receive outside of your standard field of view (these media) unanswered for too long.
Here at mLabs, this work is also carried out by our Community Manager. The task is carried out in two steps: in line with monitoring, when in other channels, and by some mLabs interaction features, during the other steps of the work — such as content creation, for example.
Interactions on proprietary social networks
Daily, our Community Manager follows everything that is commented on our social networks. To facilitate this work, it uses the mLabs itself, which allows you to view and respond to messages both from Feed (Instagram) and Timeline (Facebook) and Inbox.
In this second resource, she is also able to follow our work on Google Meu Negócios. The other social networks we use, such as LinkedIn, for example, receive these interactions manually, due to restrictions in the tool itself.
But we know that this complete monitoring is only possible because of the facilities we have achieved with the stages of the process that can be planned, automated (scheduling of publications) or centralized.
Results analysis: how to highlight your work as social media
You will only get good results, for your work as social media and for you, if you are a strategic professional. And, as we know, strategy without data analysis is actually guesswork!
Could it be that you have already done it and it worked? Of course! Luck is there for that. But you can’t just rely on her, can you? So if you’re looking to grow in your social media career, you need to pay more attention to data.
For that, you need to consider them as part of your social media management routine. Ideally, you should determine the types of analyzes that will be carried out and how often each one will be carried out.
Some examples of analyzes you can do:
- formats that most engage;
- days and times that are most engaging;
- categories that most engage;
- types of CTA that generate the most actions;
- monthly comparisons;
- annual comparisons;
- Biweekly performance — you can adjust the frequency according to your planning. Here at mLabs we have these fortnightly reviews so we can optimize the work according to the frequency of content creation.
However, the only way you can perform these analyzes on an ongoing basis is through reports. In this sense, some points are important:
- having pre-established reports can help with the analysis and answers in a reduced amount of time;
- Defining which the metrics are and which indicators will help you focus on what is important, but knowing how to answer what is asked.
You can create these reports in a variety of ways, including spreadsheets. But here at mLabs, we use the eponymous feature in our tool. In addition to being aligned with the product team according to our customers’ needs, it is also aligned with ours — blacksmith’s house, iron skewer, remember?
So we track the results straight from mLabs and, as needs arise, we create some other reports right in the tool — and you can do that too!
This greatly saves social media analysis time and generates very useful knowledge for the brand’s results in these channels and, of course, for the professional’s efficiency!
Now it’s up to you!
Did you like the tips? It is worth emphasizing that the insights we brought should not serve as a working model for you, but rather as benchmarking.
Consider your current scenario and see what best suits your reality as social media. Ah! And if you’re interested, take the opportunity to learn more about how we design digital strategy here at mLabs!