Social Media Management: Ensure Your Brand is Part of the Conversation


By: Kara Battinelli

Relevant. That is the most important word you should be thinking when it comes to your business’ social media presence.

Over 83% of people will visit your social media before they give your product or service a try. If you aren’t active on social media, then it is very possible that your clients and potential clients will think you’re out of business or at least not motivated to compete for their business in this digital landscape. Your lack of social media presence unfortunately makes you look like you don’t care.

But you DO care! It seems like an easy task. Just snap some behind the scenes, post a product, and respond to some comments, right? You think you have a handle on social media, but eventually running your business gets in the way of maintaining your social media accounts and your motivation dies down. Suddenly, you haven’t posted in a few months. Then months turn into years.

Let’s say you rock your social media and are highly motivated to keep it up-to-date. But why are your impressions down? Why does no one comment anymore? Why is no one seeing what you post? You can’t get used to social media platforms when the developers keep making changes. Right when you think you have it all figured out, you get hit with updates in algorithms and new features. Keeping up-to-date with this is a full-time job that you just simply don’t have time for.

Why does my business need a social media manager?

  • TIME. It isn’t likely that you’ll have enough time to update and communicate within all of your social networks. In the past, we only had to worry about Facebook as our main social network. As social media continues to evolve, there are multiple platforms that are crucial to grow that oh-so-important brand awareness that we all want and need. Being on just one social network isn’t enough anymore and that means more time is needed to keep delivering fresh content.

  • EXPERTISE. Learning all of the ins and outs of all of the social media platforms THEN having to re-learn them because they change every few months is time consuming. You have more to worry about than your social media presence. A social media manager can do the heavy lifting on social media while you focus on what’s important once customers show up at your door.

  • AVOID FOREST FIRES. The most important yet most stressful fact about social networking is that it’s just that — social. It’s important that you put your best foot forward because when you fail to respond to problems on social networking sites, you are risking a grievance flaring up into a much bigger deal than it needed to be. Catching problems when they happen is incredibly important. Think about a lit match versus a forest fire. Customer satisfaction is key and a social media manager is on top of your channels — responding in a timely manner when the inevitable problem arises.

  • CONVERSATION. You want to be where your clients are. Look around — who’s looking at their phone right now? If you aren’t taking part in the conversation on social media, there’s a very good chance your competitors are. That probably means that you are missing out on conversations about your own brand and your industry in general. That likely translates into missed opportunities to grow your customer base.

  • BRAND LOYALTY. When you have a strong social media presence, you make it easier for your customers to connect with you. Customer satisfaction and brand loyalty go hand-in-hand. If you are engaging with your customers, you will be more likely to develop a bond with them. Good communication results in brand loyalty which ultimately converts to sales and a strong customer base.

  • FIRST IMPRESSIONS. The first impression of a company used to be a trained salesperson. In this digital age, customers are doing their own research online before they even make contact with a company. The first impression of your company is not out of your control! Make connections, be present, be active, and show the world you mean what you say through quality, meaningful content.

By making your company a part of the conversation, you build your expertise and credibility while building your company’s positive image. You can do damage control by responding to complaints in a timely manner, putting out that small fire before it burns down the forest.

With the many, many options we have as consumers, potential customers have zero urge to chase you. Be present, be relevant, and hire a social media manager so you don’t have to do it alone.

Kara is the CEO of North Volume Media, a full-service media company offering a variety of marketing services including social media management.

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