Say, you are running a few social media accounts for a couple of clients. You probably even have strategies for each of them. You use scheduling apps, you design content and you maintain company voice.
To keep track of all your projects and make sure your efforts are efficient, take some time to evaluate your project management system and make some tweaks to improve your output while simultaneously (and hopefully) saving you a little bit of time in the long run along the way!
Step 1. Divide your tasks into levels and manage them using several calendars.
It’s tempting to look for an all-in-one solution and may even seem to be the most reasonable approach to create one social media calendar and manage all of your projects there, but the reality of human attention span is that it’s limited and a lot of information tends to overwhelm us, rather than help make informed decisions.
In order for you to be able to see the big picture of each of your projects individually, you’ll need to weed out the smaller tasks and put them in separate files. Create one calendar with a list of your projects, deadlines, days when you need to post and keep all the detailed content plans on a different page and, if needed, even a different platform.
For example, you can have your big picture, general points for each project scribbled in your physical calendar notebook, while using the handy Google Calendar template, shared by HubSpot, for detailed content plans for each project, like Crello’s social media guru Oksana Danshyna does:
“If large chunks of your audience are located in different countries, try to include holidays and celebrations, traditional in those regions, as well as add posts that could be interesting for that region specifically. Here at Crello, we have a large Brazilian audience, so I like to include posts about local holidays, like Festa Junina,” says Oksana.
Step 2. Slice project audience into separate groups for each platform.
According to research by ProfitWell, ongoing customer research is crucial for company growth. Their data shows that companies that invest in such research grow 2-3 times faster. Study and categorize your audiences to help you make faster decisions regarding content.
Remember that the same brand may not have the same audience on Twitter vs Instagram vs Facebook. They may differ in age, gender, interests, income levels and the products/services they buy from the brands you manage. Don’t limit yourself to obvious solutions like reading up general information on audiences engaging with different social media platforms and generalized brand target audience research provided by the marketing department – study the audiences flocking to your specific pages.
Slicing your audience and writing down the data will help you to quickly figure out where to post a piece of news that emerges out of the blue or how to vary the tone of your copy for the same message when posting on different platforms.
Go to Audience insights on every platform you are using and collect the information to create a user profile for each platform:
Keep a short description of the project audience on hand for each of your social media calendars.
Step 3. Analyze your results.
Most social media scheduling apps allow offer stas on your posts and engagement. This is what analytics page looks like in Amplifr:
Many services offer weekly or daily emails outlining your content’s performance. Check post reach, engagement and shares to estimate effectiveness of your posts.
Block in time in your schedule to analyze post performance on a daily, weekly and monthly basis. Discover top posts over various periods of time and analyze what made them click with the specific target audience of the profile they’ve been posted to. Read comments, DMs and mentions related to the post and see what overall reaction they prompted, as well as consider creating similar content in the future.
Analysis of your best posts for each project and platform will help you move forward with each profile and better see how you can fulfill the needs of your audience. You can also do competitor research to take note of what they are doing right with their pages and how you can adopt some of their most effective approaches.
Step 4. Use Crello to stock up on post templates.
Having enough content in advance is key to effectively managing several social media profiles for one or more projects. Every social media manager is all too familiar with the situation where the lag between client brand updates and you receiving content for posts can be quite notable.
Pro tip: Go to crello.com/templates/ to quickly browse and search available templates in all formats.
Professionals whose main product is a tangible and measurable result tend to neglect tallying the time they spend managing their workload, answering emails, creating schedules and other managerial tasks that are essential to organize one’s work but eat up time without any final product in sight.
To avoid falling into this time wormhole, block in the time in your social media managing schedule to:
- get updated on social media news and updates, like changes in algorithm,
- estimate what works (research page analytics and keywords),
- plan long-content,
- read and answer comments, DMs and mentions,
- deal with imposter accounts,
- and, finally, manage your social media calendar(s).
Moreover, this approach is a great overcommitting prevention technique – by scheduling in the extra time for project maintenance tasks, like the ones above, you’ll have a better understanding of how much time an individual project really takes up in your schedule.