How to Manage Multiple Social Media Accounts Effectively
"To succeed with social marketing, you need to be able to identify your target audience, social networks of focus, content strategy, and measurement plan."
Gartner, Use This Formula to Focus Your Social Marketing Strategy, Jay Wilson, 2019
Long gone are the days of logging into each of your social media accounts to engage with your audience, publish new content, and monitor mentions. Instead, social marketers are spending nearly half of their days in social media management tools.
However, businesses still report lack of human/financial resources as the number one social media challenge they face. If you’re struggling to keep up and want to learn how to manage multiple social media accounts more efficiently, we have some helpful tips for you.
Top 5 Issues Related to Managing Multiple Social Media Accounts and How to Fix Them
1. You play eeny, meeny, miny, moe to decide which conversation to respond to first.
Are you still organizing your day responding to the oldest conversations, then moving on to the more recent ones, hoping your queue doesn’t fill up faster than you can react? This method is inefficient, and you’ll never be able to engage with customers at scale. A fan who comments with a smiley face sticker on your Facebook post an hour ago should not be prioritized over a complaint about a faulty product 90 seconds ago. It’s time for a social media management tool with a shared dashboard and monitors that sift through hundreds or thousands of conversations to find the ones that matter–fast.
Also, for brands to envision their customers as real people and not just an anonymous records in a database, conversations about customers’ experiences and the brand’s perception need to be shared with everyone across the organization. With organization-wide social media monitoring and shared dashboards, you can now display live feeds of customer feedback and support issues. Ignite a sense of urgency among stakeholders to address actionable posts that warrant a response in real-time instead of letting the contention build over hours or even days.
2. You're posting and praying that your content is seen by your audience.
With organic reach at an all-time low, it’s become more vital than ever to stop your “post and pray” methods. Think you know when’s the best time to post on each of your social platforms for maximum reach and engagement? Think again. Research that analyzed 144 million posts found that brands who followed optimized timing recommendations saw an increase in reactions of 17% on Facebook and 4% on Twitter. So stop playing the content strategy guessing game and start using an auto-scheduler instead. These helpful tools automatically pick the best time to publish for all of your social networks, eliminating guesswork and increasing performance.
Stop playing the content strategy guessing game and start using an auto-scheduler instead.
3. You're so busy engaging you don't have time to post new content.
Publishing high-quality content is time-intensive, challenging brands to find ways to scale their resources and processes. With 317,000 posts made on Facebook alone every minute, you could spend hours trying to find engaging user-generated content (UGC) that will resonate with your audience. Luckily, there are content recommendation solutions that can do the heavy lifting for you. Say you want to post about technology or travel, but aren’t sure what to focus on, these tools crawl and categorize UGC to find the best-performing posts for you.
4. Your social care department is stuck in a silo.
Just because there’s an "i" in social doesn’t mean that you should be going at it alone. But how do you manage multiple social media accounts across different departments without creating a disjointed customer experience? The answer lies with team collaboration tools. Choose technology that brings marketing, customer service, and other parts of the organization together to join forces. Manage integrated campaigns with the same calendar of events, share customer profiles, social posts, emails and digital tactics, and execute better customer experiences together.
Just because there’s an 'i' in social doesn’t mean that you should be going at it alone.
5. You don't know what's working, and more importantly, what isn't.
Everyone in your organization, regardless of department, should be striving towards the same customer care goals. However, when you’re managing multiple social media accounts, it’s easy to get bogged down in mountains of data and lose sight of how to measure success. What you need are social marketing and customer experience analytics together in one easy to read view. It’s easy to prove success to stakeholders with a real-time dashboard of curated metrics and visualizations. That way, you don’t have to routinely distribute or request reports. They are at your fingertips and constantly refreshed to anyone in your company.
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