Social Media Marketing it’s not just about posting randomly on Facebook or Instagram. A social media manager has to know (almost) everything about the company to be able to create valuable content for the existing community. And if the business doesn’t have a community yet, there’s need for building one, as that’s what Social Media is about!
Lately, I’ve been managing digital platforms of businesses that had in mind that Facebook was a notice board or that they could disturb their customers with weekly newsletters with no interesting information at all. So, sometimes a social media manager not only has to build a strategy to pursue the goals of the company and its community but has to “digitally educate” those who have access to the digital platforms. And I’m becoming an expert in this.
When I started in Education and Migration Services Australia (EMSA), there were several dead social media platforms and a Facebook fan page with posts with zero engagement. Obviously, there was no strategy, no planning of actions, no content calendar. I had the first interview as a Brand ambassador (not related to my Marketing expertise), but I thought: how can I represent a Brand with a website with the seventies looking style website and a Facebook page that just present random job offers?
So I presented this.
They liked it, so in my second interview, I presented this.
And they didn’t hire me, but instead, they delivered my work to a lovely local Marketing agency called “Lemon Tree” (I learned this just before leaving the company). EMSA asked them to implement the strategy I presented. And, honestly, I don’t know what happened in between, but after three months I got hired as a freelancer by EMSA.
The challenge here was that there were heaps of onshore and offshore education agencies, and some based on Marketing and doing it really good (have a look at Aussieyoutoo.com.au). I needed to understand what made EMSA different from the rest. So I prepared a benchmarking study (read more about benchmarking here). That allowed me to see the strategy we should carry on. Because when a Brand has a personality that is presented confusingly, with no clue of what their values are and, even worse, all these existing digital platforms were managed by workers that aren’t Marketing experts. So we had to start to build the whole Brand. That’s my 360º thinking mode. If you want to do it right on social media, first of all, we have to know what we are.
So after presenting the benchmarking analysis with the positioning conclusions, I created a year calendar with actions classified by digital Marketing (social media, website, blog, newsletter...), events in both cities (Gold Coast and Brisbane), Corporate Social Responsibility, Sponsorships and Partnerships, Advertisement, Material Production… From there a content calendar to distribute to several platforms and a more accurate calendar for the social media posts. All this helped us to plan and execute the actions, promote them with a fair amount of time I ended up controlling and planning the calendar; organizing the events; writing the content. As well designing (I'm not a designer, but I was rocking in the corner every time I saw a post with the circle template with no consistency nor strategy -see below social media posts BEFORE and AFTER…), and scheduling posts on all digital platforms. It’s a pity cause I never had time enough to analyze what we were doing in order to correct the online marketing strategy.
Once I thought they were ready enough to carry on (I had new professional challenges), so after leaving, I wanted to discover how I improved the results on Facebook in the last six months. The statistics tell:
I increased every single metric by sharing a large variety of content; by posting consistently every day; by promoting all our events with a calendar. I created designs that were more visual and engaging for our social media posts. I wrote more interesting post blog articles that we would own, and so improved our SEO). And finally, by starting new formats such as videos (we created a weekly video section with tips for Australia) as well as monthly live chats to inform about all the migration news and solve questions to our community.
Here you have an example of digital Marketing management. Since I’m in this industry, I have managed social media such as Facebook, Twitter, Instagram, Linkedin, Youtube, Pinterest, Google+. Used blog platforms (Wordpress, Blogger). Created newsletter templates with MailChimp. Developed websites with Squarespace, Weebly; and I have written its contents for SEO purposes.