If you don’t have the budget to hire a part-time or full-time position to do your social media management or want to hire an outside consultant (like us) to take on the job, your existing employees could be your social media marketing machine.
It’s no secret that thousands upon thousands of companies use social media marketing every day to help tell the story of their brand.
It’s also not a secret that if you’re a business, managing your social media marketing can often seem like a chore. Many times, it’s done poorly or hardly at all. Maybe you’re one of those people who feel like you should be doing more with your social media, but you are out of time, resources, and motivation to get it done.
If this is the case, you’re far from alone. In fact, we talk to business owners all the time that have this problem. Realistically, it’s one of the main reasons we have a business.
We’ve taken on a good sum of accounts over the years that we’ve managed social media for, but there is still a bonus of managing a social media account from within your actual organization.
Why is this?
- Being at the office means you can readily take pictures or videos as things happen.
- You know the business’s marketing calendar, production calendar, and general things going on.
- Customer service is happening where you are, so it’s easier to engage back.
- You know which people to talk to get inspiration for social media content.
- You’re immersed in the business, making it easier to create content based on what’s going on there.
Read on to find out how to leverage and turn your employees into your social media marketing machine.
How to get started
Know the social media networks you want to begin using
Before you throw your employees on every social media network ever invented, pick the ones that are right for your business. Maybe you already use a few that work well and you want to leverage them more. If you’re not sure which ones to use, consider putting together a competitor analysis and finding out which social media networks others in your industry use. This will also help you identify goals for your team so you can track their efforts.
It may not make sense for you to dive into Snapchat when Instagram works better for your target audience, for instance.
Create your goals
To make sure your efforts are paying off, you’ll want to have some solid goals lined out for your social media marketing. Some of these can be basic benchmarks like follower growth on the social media networks or posting more consistently. Other goals could be more brand recognition that maybe you could measure by how many inquiries you get through your website, as an example.
Make your goals realistic so they keep your team motivated and not discouraged.
Get employees involved
Ask around to all of your employees to see who enjoys spending time on social media and who would like to help out. The people who voluntarily want to help out are more likely to do a better job than ones who are forced. Choose the ones who you think will best fit the position and can handle adding a little bit of extra work to their day-to-day routine.
Depending on how big your company is, you may want to go through a mini-interview process to choose who will make up your team the best.
Create a calendar
If you split up your social media marketing between multiple people, you need to have a plan set for how it’s going to work. It can often work to have specific people in charge of a certain day (days) of content for each week. By following this method, content will be planned at a minimum for when it’s assigned. Allow your employees to post in addition to those days as well.
There will be less confusion if you go into it with a plan.
Train your team
If you want your team to do social media for your company, you want them to do it correctly. They may be a pro at posting to their private Facebook page, but a business page is a different beast. You’ll need to get them up to speed.
Often times, you can hire a social media consultant to help train your team. You can sometimes find online training or training hosted by various organizations in your area, as well. If you have an internal marketing manager, they may be able to take on this task, as well.
Don’t forget to cover things like how to do deal with customer support issues or negative feedback. You’ll also want to review best practices for each social media network. Plus, you’ll want to make sure they understand how to use the social media networks from their preferred devices.
Start posting content
Once everyone is on the same page with your goals, let them start posting. You may want them to schedule all content out when you first begin. This will allow you to briefly glance through it to approve what is going out.
Encourage your employees to have fun, be creative, and continue engaging with others. Inspire them to utilize new updates on the platforms, and consistently convey the story of your brand online.
Keep track of how you are progressing. Compare your progress to the goals you had created for your team. This will allow you to tweak what you’re doing and continually improve.
Every few months or so, you’ll want to sit down with your social media team and review what’s going on. Make sure the schedule is working for them and the goals you had set forth are manageable.
If you’re not reaching your goals, see if you can identify what’s working and what’s not. This will allow you to change your strategy to continue growing.
Review aspects that are working well. Get input from your team so they can continue to work to their strengths.
So if you want to do more with your social media marketing than you’re currently doing, look to your existing team to get started. Your current employees could be even more valuable than you previously thought to grow your company.