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Alma Alvarez
CFC Global Communications
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MANAGING SOCIAL MEDIA
WHAT IS MANAGEMENT?
MANAGEMENT IS AN ART OF GETTING THINGS DONE
THROUGH AND WITH THE PEOPLE IN FORMALLY
ORGANIZED GROUPS. IT IS AN ART OF CREATING AN
ENVIRONMENT IN WHICH PEOPLE CAN PERFORM AND
INDIVIDUALS CAN CO-OPERATE TOWARDS
ATTAINMENT OF GROUP GOALS.
Harold Koontz
AMERICAN ORGANIZATIONAL THEORIST,
PROFESSOR OF BUSINESS MANAGEMENT, UCLA
MANAGING SOCIAL MEDIA
WHAT IS MANAGEMENT?
MANAGEMENT IS AN ART OF KNOWING
WHAT TO DO, WHEN TO DO, AND SEE
THAT IT IS DONE IN THE BEST AND
CHEAPEST WAY.
F.W. Taylor
ENGINEER, PIONEER MANAGEMENT CONSULTANT
MANAGING SOCIAL MEDIA
SOCIAL MEDIA MANAGEMENT…
…is the process of creating, scheduling, analyzing, and
engaging with content posted on social media platforms,
like Facebook, Instagram, and Twitter, as well as
engaging with users on those platforms.
MANAGING SOCIAL MEDIA
WHY PRACTICE SOCIAL MEDIA MANAGEMENT?
Because social media is a great tool! It’s FREE to join, with
reasonable advertising cost, has a VERY WIDE REACH
with more than 3.8 billion users using social media to
make purchase decisions, and GUARANTEES A HIGH
LEAD GENERATION.
MANAGING SOCIAL MEDIA
WHAT PLATFORMS DOES SOCIAL MEDIA MANAGEMENT COVER?
WHAT DOES SOCIAL MEDIA MANAGEMENT INCLUDE?
MANAGING SOCIAL MEDIA
RESEARCHING YOUR TARGET AUDIENCE
MANAGING SOCIAL MEDIA
RESEARCHING YOUR TARGET AUDIENCE
MANAGING SOCIAL MEDIA
CREATING YOUR SOCIAL MEDIA STRATEGY
TEXT
CREATING YOUR SOCIAL MEDIA STRATEGY
MANAGING SOCIAL MEDIA
DESIGNING YOUR SOCIAL MEDIA ACCOUNTS
IDENTITY PURPOSE PROMISE
MANAGING SOCIAL MEDIA
BUILD YOUR BRAND; IMPROVE CONSTANTLY
IDENTITY AUDIENCE CONTENT DESIGN
MANAGING SOCIAL MEDIA
BUILD YOUR BRAND; IMPROVE CONSTANTLY
IDENTITY AUDIENCE CONTENT DESIGN
MANAGING SOCIAL MEDIA
BUILD YOUR BRAND; IMPROVE CONSTANTLY
IDENTITY AUDIENCE CONTENT DESIGN
MANAGING SOCIAL MEDIA
BUILD YOUR BRAND; IMPROVE CONSTANTLY
IDENTITY AUDIENCE CONTENT DESIGN
MANAGING SOCIAL MEDIA
DEVELOPING YOUR CAMPAIGNS
Social Media Plan Format
Rationale Themes
Objectives Social Media Team
Target Audience Action Plan
Strategies Social Media Calendar
MANAGING SOCIAL MEDIA
BUILDING YOUR CONTENT CALENDAR
Social Media Calendar
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1 2 3 4 5 6 7
TEXT
8 9 10 11 12 13 14
TEXT
15 16 17 18 19 20 21
TEXT
22 23 24 25 26 27 28
TEXT
29 30
https://bit.ly/SocMedCalendarSample
MANAGING SOCIAL MEDIA
CREATING PLATFORM-SPECIFIC CONTENT
A ‘one-size-fits-all’ approach never works in social media.
Consider the following always:
‣ Audiences
‣ Style of Communicating (copy, caption/ description)
‣ Format Specifications (graphics/ video size, orientation)
MANAGING SOCIAL MEDIA
RESPONDING TO YOUR FOLLOWERS
MANAGING SOCIAL MEDIA
RESPONDING TO YOUR FOLLOWERS
MANAGING SOCIAL MEDIA
GROWING YOUR SOCIAL REACH
MANAGING SOCIAL MEDIA
MONITORING YOUR SOCIAL MEDIA’S PERFORMANCE
▸ Identify Pages or organizations similar to you.
‣ Benchmark your online reputation with theirs by making use of
a competitive analysis dashboard which offers you insight into
share of voice and sentiment analysis, among other metrics.
‣ Identify areas for improvement, i.e. find areas that are lacking
and require improvement when compared to your competitors’
online strategy.
‣ Use Insights to your advantage to help you make decisions on
what kind of content to post. Know what devices people use,
where they are from, how much time they spend on your posts,
etc.
MANAGING SOCIAL MEDIA
MONITORING YOUR SOCIAL MEDIA’S PERFORMANCE
Campaign analytics
Before launching the campaign - Prepare a game plan, create a
unique hashtag, etc.
During the campaign - Keep track of online chatter, look for
opportunities to jump in and engage in the public’s conversation,
find new ways on how to spread the word about your campaign.
After the campaign - Dive into the Insights/ Analytics to see how far
is the campaign’s Reach, how much Engagement there was, how
the public reacted to the campaign…
MANAGING SOCIAL MEDIA
WHAT DOES SOCIAL MEDIA MANAGEMENT INCLUDE?
1. RESEARCHING YOUR TARGET AUDIENCE
2. CREATING YOUR SOCIAL MEDIA STRATEGY
3. DESIGNING YOUR SOCIAL MEDIA ACCOUNTS
4. DEVELOPING YOUR CAMPAIGNS
5. BUILDING YOUR CONTENT CALENDAR
6. CREATING PLATFORM-SPECIFIC CONTENT
7. RESPONDING TO YOUR FOLLOWERS
8. GROWING YOUR SOCIAL REACH
9. MONITORING YOUR SOCIAL MEDIA’S PERFORMANCE
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Alma Alvarez
CFC Global Communications
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