Social media represents an ever-changing environment. As such, your firm's social media manager needs to stay on top of all of these changes, of the trending platforms and topics. In some cases, you might say that a social media manager does need to be able to predict the future—at least somewhat. Below are a few tips for helping your brand successfully manage its social media presence and thus stay relevant.
Planning is key: A content calendar—even more than one calendar—will only help you to stay on top of things. Use it to not only plan your content out ahead but to mark important milestones, events and monumental company moments so that you're prepared with your posts.
Make Sure You're Timely: Yes, planning is crucial; however, do take the time to review the posts you've set up to ensure that they are still timely. Plus, if you have a live event coming up or some breaking company news, then you may need to do a bit of calendar adjusting.
Show, Don't Tell: Visuals are everything in the realm of social media. Captions, while important, should be more of a compliment to an eye-catching image or graphic. People scroll with their eyes—think about what's going to get them to stop scrolling.
Customize Per Platform: Each platform, be it Facebook, Instagram or Twitter, will have their specifications as far as to file size, dimensions, and general requirements. Don't just assume a one size fits all approach.
Shape Your Voice: For the most part, you want to create content that is conversational in tone. Not as formal as to say website language, but more like you'd talk to a friend or colleague.
Have an Approval Process in Place: Often companies like to have a few eyes on a post before it goes out. While there's nothing wrong with this, again you have to keep in mind the timeliness factor. Establish who is going to evaluate social media and then stick to a workable timeframe.
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