Social Media Management is the activity of managing your content and engagement across all the social platforms you choose to utilize. For business owners, the ultimate purpose is to find leads and customers.

It’s is very important to remember that while you may be using social media for business purposes, the fact is social media is about people. It is more than just simply updating the status on your platform page. It also involves engaging with those who have connected with you and who comment on your status updates, events, announcements, etc.

One of the first steps is to determine the best social media platforms for you and your business. These will be the platforms where you feel you are being authentic, using your own voice when posting updates and responding to comments.

Some users feel more comfortable on Facebook which focuses on conversations. Others prefer Instagram where the goal is visual engagement. Twitter, on the other hand is about what is currently trending in the news. For example, Facebook went offline briefly today, and users went to Twitter to find our what was going on.

Pinterest is also a visual platform and is very popular with those who enjoy Do-It-Yourself projects. It has also become an amazing platform for sharing information (both creative and technical) and for advertising business.


Here are 9 pointers for social media use:

  1. Be consistent. You want to keep your followers interested and engaged.
  2. Positive Rocks! Rants may get you attention but it is a short life span and followers will quickly get bored with it.
  3. Consider why your audience follows you. Are you engaging? Informative? Do you provide value your target is seeking? Maybe you teach something to others. Whatever it is, it is important to discover what your audience needs from you
  4. Don’t be afraid to poll your followers for what they need from you. If you are engaging regularly, your audience will respond to you.
  5. Ask questions of your followers. Seek their opinions and present an environment that allows others to speak freely.
  6. Engage in conversation. Don’t drop a status and then never return to it. Check in and engage with those who comment.
  7. When it comes to scheduling, social media posts use the 80/20 rule. 80% of your updates (including engagement) should be real time. 20% can be scheduled in advance.
  8. Use the 80/20 rule again for your personal page. 80% of your updates and engagement should be entertaining, informative, encouraging and about the promotion or support of others. 20% can be about your own business.
  9. Utilize a social media planner/tracker to track your monthly growth. Items to measure: Follower growth, the number of leads, which posts are reaching further than others and which posts are being shared by your followers.


Three Reasons to Use Social Media

  1. This is where your customers are hanging out.
  2. The marketing is cost effective. If you need to advertise in a market 2000 miles away, social media is your best option.
  3. Social Media allows for a greater reach for you. Your message has the potential to be global.


The Cons of Social Media

  1. Content creation and engagement can be time consuming.
  2. There is so much information that you need to be consistent to establish a good following and get noticed.
  3. The platform itself has some control over how often your posts get seen.


There are various tools available you can use to create your own social media platform. Excel, Googles Sheets and Trello are just a few or you can search the internet and find a planner/tracker that fits your specific needs. Remember to track your platforms monthly instead of attempting to follow your daily and monthly growth.

In summary, remember that social media is about people and not the platform, engage frequently and positively, and understand your audience and their needs. Now, Let’s Get Social!

Sandra Fry is a Business Strategist + Coach and a Co-Founder of Fry & Company