How to be a social media manager for a small business? My answer is hard work and strategic thinking. Let me tell you how in this post.
In this post: Why social media is important for your business, I told you why your business must be on social media to get leads or sales.
Social Media is key for business
But what happens if you want to be on social media, but you don’t know how, or maybe you are going to be the the person in charge of the social platforms of a little enterprise and after a few days you realize that it is very different than being the person in charge of the social platforms of a big business.
Trust me, I have been there. Being a community manager for a big enterprise is not the same as being the community manager of a little company; the goals are very different.
Let me tell you that big brands sell by default.
Hallmarks like Starbucks, Nike, Adidas are always selling. These hallmarks are on social media with the objective of brand awareness and engagement.
Your job as a the person in charge of the social platforms of a big company is to create good content that keeps the engagement with the audience, and to discover new social media platforms for the company, and the great part is that you don’t have to worry about sales.
Another completely different world is to manage the social platforms for a little enterprise.
Why? Because small enterprises need to get leads or sales to stay alive, and in parallel, small companies also need to work on their trademark.
For that reason, to manage the social presence of a small enterprise is more difficult than manage the social presence in the Internet of a big company.
In this post, I am going to show you how manage the social presence, whether you are the owner of the business or you are the person in charge of the social media of that business.
How to be a social media manager for a small business in two steps
Ok, let me tell you, that you need to think strategically and have clear goals that you want to achieve.
Develop a social media strategy
Define your goals for your business
Like I told you in this post: Social Media Marketing tips for 2021, defining S.M.A.R.T. goals is very important.
Please always remember that S.M.A.R.T. goals are:
Specific: The greatest possible specificity must be sought. Is the goal detailed enough so that someone else knows what you will do and how?
Measurable: What cannot be measured simply does not exist. You always have to set quantitative targets.
Achievable: Goals have to bring out the best in you. They have to be an ambitious and possible challenge.
Relevant: Each of your goals should align with your values and larger, long-term goals.
Timely: You must be clear with the times assigned to each goal, as well as develop a timeline where the different sub-goals or stages are marked to reach the goal.
An objective is to set a goal that we want to achieve. To achieve that goal, first we must put it on paper and second, we must define how we will do it.
An important point is to differentiate between a desire and a goal. This is an important point in this post about how to be a social media manager for a little business
A desire is: I want to open a women’s clothing store.
A goal is: I will open a clothing store in block three of Wall Street in the first quarter of 2021.
The goals must be measurable and concrete to follow up. Where possible, link them to a business objective:
Achieve a 30% market share in the Italian market by 2021.
Reduce distribution costs by 10% during the first half of 2022.
Open two new stores in Denver and New York by 2023.
Your goal above all must be measurable and realistic so that you can achieve it.
If you are the owner, you need to have clear goals for your social platforms efforts, but if you if you are the person in charge of the social presence, you need to talk to the owner to define the goals for the business on social media.
Strategy is the creation of a unique and valuable position that involves a set of different activities.
Strategic positioning can be based on:
- A variety of products
- Customer needs
The strategy consists of making trade-offs (losing a certain quality in exchange for gaining another quality) when competing. The essence is choosing what will not be done.
You must understand, that strategy is the creation of a unique and valuable position that involves a set of different activities.
Developing a strategy involves understanding the industry you are in, the macro factors, the competition, and above all, the place you want to reach.
Defining a strategy is both a science and an art.
They are the concrete actions that you must carry out to achieve your goals.
- Participate in a fair to publicize the mark or products.
- Advertise on Facebook and Google.
- Develop a web page.
As you can see that when starting a strategy you must first transform your wishes into concrete and measurable goals, and then think of a master plan and the tactical actions that will lead you to achieving those goals.
Remember to have in mind your consumer when you create your master plan.
This post can help: Digital Consumer: 14 great characteristics you must know.
This is an example for a goal, strategy and tactics:
You now know how to create a blueprint with a business mindset, because little businesses need to sell to survive.
But I also told you that you will have to create the trade name.
But how do you create a mark on social media? Let me tell you that though the work is hard, it is not difficult.
First, let me tell you, that I am not an ad man, but I helped create a mark for a little business.
Create a content scheme for your company on social media to create the best social media posts
Creating a hallmark for a little business is important, because a hallmark sells. What happens is that the owners of little businesses are so focused on selling their products that they forget about the trademark.
The trademark of the business is very important. For example, Coca-Cola is a hallmark but once was a little business. Also, KFC is a hallmark and once was a little business as well.
Social media is a tool to sell and also a tool to create brand awareness, and for that you need a content scheme.
The first step you need to do to create a trademark is to give the brand a personification.
This is an important step.
Give the trademark a personification
If you want your social media scheme of action to be a success you have to give the trademark a personification.
You may be thinking, what does it mean to give the trademark a personification?
It is to give your mark a personality.
Brand personality: if the company were a person, what would it be like? Describe its gender, age, attitude (cheerful, serious, proactive, thoughtful, etc.), dress code, lifestyle etc.
Let me explain the answer with an example. When I was the community manager for Nike in Peru, the company gave me a brand-book to get to know who Nike is as a persona.
From reading the brand-book, I learned that Nike as a persona is a young boy in his mid-20s. Nike has a friendly character and likes to have many friends. Nike is the soul of the party but above all, Nike is cool and inspires other people to achieve their goals.
You need to have a hallmark personality because you also need to give your mark a voice.
An important part of being in charge of the social platforms is to give the mark a voice.
Get to know what your audience wants
You need to know what your audience wants. If you want to know how to get that information, you can read this post: Customer Empathy Map. How to answer the 7 questions.
It is very important for you to get to know your customers, because social media is a two-way street.
You send information to your customers and your customers give you feedback in the comments.
For that, you need to think about what interests your customers, and what they want to find in your social media platforms, or what interests you think your customers would interact with.
For example, these are the interests I found for the Nike running audience: finding a friend to run with, having the motivation to go running, answering your questions, finding new products for running, feeling part of a community, and taking part in challenges.
Match what your trademark wants to communicate with your customers’ interests for your social media platforms
Your content scheme needs to have two goals: create brand awareness and sell your products.
To achieve that you need to do a match between what you want to communicate with your trade and your customers’ interests.
Let me explain this to you with the example of Nike:
As you can see, in one column I have the subjects matters Nike wants to communicate and in the other columns I have the customers’ needs. What you have to do is match them up.
That match is your content scheme.
The Brand Voice
Your brand voice defines the style of your trademark communication with your customers.
Your brand voice can be: informative, argumentative, colloquial, humorous, emotional etc.
We now have the trademark personality and the topics for the content scheme in this post about how to be a social media manager for a small company.
What you need to do is to give your brand a voice by writing your content scheme.
Let me give you an example with Nike.
It took three attempts to nail the Nike voice for Peru.
My first try was this: running in the morning is good for your health.
That doesn’t sound like Nike.
My second try was this: run in the morning, improve your health.
Nothing like Nike.
My third try was: beat the sun, run in the mornings, improve your health, exceed your goals. #justdoit
That sounds like Nike, and that was my starting point.
You have to do the same for your trademark. Finding the voice of your mark is important.
The content matrix is the order of subjects to be talked about during the month.
For example, with the subjects for Nike, I can do a content matrix like this.
My way of thinking was:
Inspiration Mondays to start a good week.
Tips for sport on Wednesdays.
Products on Fridays to incentivize weekend shopping.
Sport events on Saturdays.
You don’t have to write content for every day of the week. Think strategically.
You can have this template here. Please make a copy to use it.
Choose the right social platforms
A common mistake for social media managers is to be on every social media channel.
Trust me being in charge of the social platforms is not to be in every social media channel.
Think strategically and be where your customers are. For example, a young following could be on TikTok or Instagram. For a more general audience, Facebook is a good choice.
Content plan development for your social media posts
Now it is time to write your content plan, according to the social media channel you are going to be.
For example, I use this template to create my content:
- Day: Monday
- Date: 7/12
- Hour: 10:00 a.m.
- Social Media Channel: Facebook
- Copy: A new week to be closer to my goals.
- Picture: A runner on the street.
Remember that it is very different to create content for Facebook than it is to create content for Instagram.
Adapt the voice of the brand for each social media channel.
You can get a copy of this template here
Also, you can read this post: How to start a blog and get followers?
Are the Social Media Managers the right professionals to find the best social media channels?
You as a business owner may think: Do I need to hire social media managers for my business? Because you may think: I do not know how to manage my social media accounts or my profile to promote my service on the Internet and to read the analytics or to do the accounting at the end of the month is an unknown world to me.
Well, you can hire social media managers if you want to grow your business or you can learn social media management and to learn how to use tools like Hootsuite or Sprout Social.
It is easy to learn social media management and to have experience with the software management you need.
Social media management is marketing, so you need to start listening to podcasts about marketing and to start the management of your own accounts on the Internet, doing that you will acquire the experience that you need.
Or to learn social media marketing you can talk to social media managers. Generally the social media managers have a strong foundation of marketing, you can learn about their experience in the digital marketing field.
This option is good because the social media managers have experience with the management of social media channels and you can learn from that experience.
As you can see the answer to this question is YES!
Conclusions on how to be a social media manager
How to be a social media manager for a little business? The answer is with a lot of work.
I said, that only taking two steps to learn how to be a social media manager for a small enterprise is true, but every step has little tasks that you have to complete.
Now, my recommendation to you is to start on one social media channel, and after six months, evaluate if you can handle another social media channel and if it would be valuable.
I know that small enterprises want to sell but first people have to trust the brand.
If you can make people trust your brand you will sell your product or service without any problem.
And don’t be afraid of the comments from people. Comments are good; they mean that you have touched them in a positive way or a negative way.
Be afraid if you don’t have any comments at all. That means that nobody cares about your brand.
In the process to learn How to be a social media manager for a small enterprise you will make mistakes.
And that’s completely normal if you are learning how to be a social media manager for a small enterprise.
If you do not make mistakes you will not learn.
Here you can learn: 10 benefits of social media for business
small business social
business social media
small business owners