What does SMM mean and why is it important?

person holding phone with social media apps displayed

SMM stands for social media management. In a business context, social media management is the process of handling an organization’s social media presence. This includes creating and publishing content, monitoring and responding to user engagement, and analyzing performance metrics. 

What is Social Media Management?

In short, social media management is the process of creating, scheduling, analyzing, and engaging with content posted on social media platforms. It also involves managing your company’s online reputation and regularly monitoring for any negative sentiment. 

The goal of social media management is to create a positive brand image and build relationships with customers and prospects. In order to do this effectively, businesses need to have a clear understanding of their target audience and what kind of content will resonate with them. Additionally, businesses need to be strategic in their use of social media platforms—posting too much or too little content, responding too slowly or not at all to user engagement, or failing to monitor performance metric can all damage a brand’s reputation.

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Why Is Social Media Management Important?

Social media management is important because it allows businesses to control their public image and shape the way that potential and current customers perceive them. Additionally, social media management can help businesses identify opportunities for marketing and sales leads. 

When done correctly, social media management can result in increased website traffic, higher conversion rates, improved brand awareness and recognition, stronger customer relationships, and more loyal customers. Of course, all of these benefits are dependent on having a well-defined strategy that takes into account the unique goals of the business as well as the platforms and audiences that they’re targeting. 

Related Content: The benefits of social media marketing

What’s Involved in SMM?

Social media management involves creating, scheduling, and publishing content across a variety of social media platforms. A good social media manager or social media management company will also be engaged in ongoing tasks such as building relationships with influencers, monitoring competitor activity, and analyzing data to determine which content is performing well and adjust their strategy accordingly. In addition, a social media management company should be proactive in responding to comments and messages from customers. 

The most common duties of an SMM include: 

  • Content Creation: A big part of social media management is creating content that is engaging and on-brand. This includes writing posts, taking photos or videos, graphic design, etc. A good social media manager will be able to produce high-quality content on a regular basis that resonates with your target audience. 
  • Scheduling and Publishing: Once the content is created, it needs to be scheduled and published at the best time for maximum engagement. A social media manager will use a variety of tools to help with this including Hootsuite, Sprout Social, or Buffer. They will also have a keen understanding of when each platform’s users are most active so they can Timing is everything when it comes to scheduling social media posts!
  • Social Media Analytics: After the content has been published, it’s important to track how well it performed. A social media manager will use analytical tools such as Google Analytics, Facebook Insights, or Twitter Analytics to track things like engagement rates, click-through rates, impressions, etc. They can then use this data to inform future content strategy decisions. 
  • Customer Service: A social media manager is also responsible for providing customer service through the various channels. This includes responding to comments/questions in a timely manner, private messaging customers with concerns, and managing negative reviews/feedback. It’s important to remember that your social media platforms are an extension of your customer service department! 
  • Reach out to Influencers/Partners: As part of an ongoing effort to build relationships and promote your brand, a good social media manager should also be reaching out to potential influencers or partners. This includes identifying relevant influencers in your industry or niche, sending them personalized messages (not generic templated ones!), and working with them on sponsored posts or other partnerships. 
  • Competitor Analysis: Keeping tabs on what your competitors are doing on social media is also important. A good way to do this is by setting up Google Alerts for competitor keywords so you’re always in the know whenever they post new content or make announcements. You can then use this information to adapt your own strategy accordingly. 

Want to keep learning? Check out this guide on how to build a social media marketing budget!

 

 

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