Social Media Management: Facebook, Twitter, Content Calendars and More

Posted by Megan Fox

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Feb 13, 2018 1:00:00 PM

Today, there is a lot of noise surrounding how to grow your business and how to succeed. How do you cut through that noise to figure out what will really work for your business?

One marketing tactic that works for small businesses time and time again is social media. 

Social media is an excellent avenue to build rapport, engage with your customers and potential customers, create a voice for your business, showcase your services or products and reach a large audience.

But how do you stay on top of all your social media marketing tasks?

You need to create content for multiple platforms (Facebook, Twitter, Instagram, Snapchat…), and you need to promote that content so it’s seen by the right people, which will eventually require you to analyze numbers and A/B test advertisements to see which ones get the most engagement. Whew. That sounds like a lot of work.

Luckily, there are many social media management tools that can help you save time and energy. We thought it would be helpful to showcase some of the best.

But before we do that, I think it will be helpful to explain a little about the most popular social media platforms in case you need help deciding which one is right for your business. More often than not, you don’t need to be on every social media platform. You should pick the ones your target audience is using most so you have the greatest chance of getting results.

Let’s get started.


Facebook, Twitter and Instagram

  • Facebook: According to Forbes, Facebook is the number one social media platform used by businesses. Facebook has a ton of features that will help you grow your small business. You can optimize your Facebook page for SEO and likes, you can use Facebook groups to engage with your target market, you can encourage social sharing through the use of Facebook buttons and plugins to gain more exposure, you can use Facebook Ads Manager and paid advertising to get your posts seen by more people. You can post videos on Facebook, too, which is now at the forefront of getting your business organic views. When used right, Facebook can increase traffic to your site, your reach and conversions. For more insight into Facebook Ads Manager, which is a beast in itself, click here.
  • Twitter: If your target audience is between the ages of 18 and 29, you may want to consider using Twitter. Thirty seven percent of users are between the ages of 18 and 29, and 25% of users are between the ages of 30 and 49. Keep in mind though, tweets usually get lost in the clutter, which is why it’s important to tweet multiple times throughout the day to be seen — usually five to twenty times per day. But if you are a small business in a competitive industry where your competitors are on Twitter, being in the mix of tweets can work to your advantage. You can also run paid advertisements on Twitter, even though Facebook advertising is more robust. Most people end up using a combination of Twitter and Facebook. Test out both and measure your results to see what works best for you.
  • Instagram: If your business is very visual, you’ll want to create an Instagram business profile. Just like Facebook and Twitter, you can leverage sponsored ads on Instagram as well. And since Facebook and Instagram are connected, you can use your Facebook advertising experience to target your audience better on Instagram. You’ll be able to create ads, budget and manage everything about Instagram ads in the Facebook Ads Manager. You are also able to promote both pictures and videos. Instagram also makes it easy to create hashtags specific to your business that you will be able to use with every post. Users can search and follow hashtags that are relevant to them. Using hashtags will be able to get more people to see your content, connect to your brand and improve your overall reach. It’s also very easy to create Instagram contests such as giveaways. This is a great way to create engagement and to keep your customers and potential customers talking about you.

Now that you have a better idea of which platforms will work best for you, how can you manage all your content?


Creating Content Calendars

creating content calendars

Without a content calendar, you are going to be posting random content at random times. What’s the use of that?

When creating content, you want to do research to see what the best posting practices are for that social channel. For Facebook, it used to be a best practice to post at least once a day. 

However, this is changing. Currently, Facebook wants marketers to post content not once per day (because business’ content is moving to a discovery feed, which means no one is really going to see it anyway unless they’re following the business or searching for it on that feed) but content that is relevant.

It’s going to start judging businesses based on how useful their content can be, not how many times they post that week.

For a better explainer, read this article

For Twitter, it’s a best practice to tweet five to twenty times a day because of the short lifespan of a tweet. 

Create a calendar that represents each day of the week, and list out what you will be posting each day.

Content calendars need to be strategic. For example, if you work in healthcare, take advantage of the various health awareness months and post related content around those topics. February is American Heart Month, April is Alcohol Awareness Month, and May is Skin Cancer Awareness Month. 

Regardless of your industry, every month you are going to have certain goals. Post content that is going to help you reach your goals. If you have an event coming up at the end of a month, like a Home Show, make sure to post blogs and videos detailing that event weeks in advance. Or if you are a skin care business that has month long specials, you can create infographics detailing your specials to generate more shares, likes, retweets, etc. 

But, content calendars are always fluid. They can always change. If you aren’t ranking for certain keywords one month, you may want to change content and post blogs, articles, infographics, etc., that will better help you rank on Google for that specific keyword. Also, maybe one of your doctors received an award. You will want to showcase this as soon as it happens. Another good example is if you have constant picture updates from new home construction. Adding these into your calendar when you get them, is a must.


What’s an Average Day Look like?

A social media manager’s day is never done. You are constantly reviewing posts, watching engagement, monitoring comments, likes, shares, retweets, replying to messages, etc. You will spend most of your day scheduling posts for the day and week. If you are using multiple platforms, this can be time consuming, which is why it is helpful to use tools such as Hootsuite. Not only are you scheduling posts, but you will then have to run paid advertisements. But before pressing “submit,” you want to do research and make sure you are targeting the right audience. You need to choose specific demographics, interests, behaviors and locations. 

Sound like a lot of work? We aren’t going to lie. It is. Social media is always changing, so you have to make sure you stay on top of all the trends and algorithm changes.

We understand that you may have a lot going on with your business and aren’t able to give the ample time social media requires to your business. That’s where we come in. 


InnerAction Media | Social Media Management Morgantown, WV | Surrounding Areas 

At InnerAction Media, we understand that you need results. We also understand that you may not have the time to manage all of your social media accounts.

Our team knows what works and what doesn’t when it comes to content, building audiences, running ads and scheduling posts. We know how to generate likes, increase engagement, increase traffic to your site and how to get more contacts. Social media is a specialty of ours. 

If you feel overwhelmed and want to talk about your social media management strategy, give us a call. We want to help you and your business succeed.    

Megan Fox

Written by Megan Fox

Megan received degrees in journalism and communications media at Indiana University of Pennsylvania in Indiana, Pa. Megan is responsible for creating content for all our clients, whether that be in the form of blogs, news releases, web or social media. She uses various social media platforms and HubSpot to increase client's brand awareness for their existing and potential customers. Megan also conducts interviews with clients to help tell their success stories that are published various ways.

Topics: Social Media Management