Social Media Management

Social Media Management

Community management, a must for any company and sector.

Community management, a must for any company and sector.

Beyond knowing how to manage social networks, it is about monitoring what you do in each of these channels in order to keep the profiles always in order and achieve the objectives that go beyond attracting customers to the business.

This means taking daily actions to develop not only a business, but to bring a certain segment of users closer and build loyalty. For this, it is important to go from the selection of the social network to the analysis of the content that will be published.

Understanding your target audience from the beginning and interacting with them.

The importance of digital channel management

We must bear in mind that social networks are one of the main tools for interaction with the brand’s audience. It is therefore very important not to make social networks a showcase where you always talk about your business or product, as this can be boring for users. The ideal is to provide them with 80% valuable content and 20% about your products, brand or service.

In addition, through social channels you open several channels of interaction with customers, thus facilitating communication, humanising the brand and generating empathy between users and the company.

And also a clear advantage is that you make yourself known on channels with a wide reach, creating a commercial profile that allows people who did not know about your business to get to know it, interact with it and even make them become customers.

So what if the question is: Among so many channels, is it necessary to have as many profiles as channels and stay active on all of them? The answer is no, social media management allows you to analyse and choose the most appropriate and optimal channels to communicate with your potential customers in the channel that best suits them.

And, how are networks managed?

The first and most important step in community management is to know which channels you should be on and how, and for this it is important to be clear about the following points:

1. Define your audience.

Before choosing the channel, ask yourself who I want to reach and what message I want to convey, to be active where your target audience is. To do this, defining the buyer persona is a key factor to know the defined audience you are targeting, understand their buying habits, personal tastes, pains and most common social networks. So never start a strategy without knowing clearly who your action is aimed at.

2. Selection of the correct and appropriate channels.

Your audience may be on more than one channel, so not all people are on the same networks at the same time, each user has a different taste and this also applies to the choice of social networks.

So be present on all the social networks where your target audience is to reach as many people as possible.

3. Set measurable objectives.

Presence on many channels is useless if you cannot measure your performance against objectives, a channel without objectives will not add any value to the growth of the brand.

To do this, define goals for each channel and understand the marketing strategies that are most appropriate for each channel, some examples of goals are:

  • Interact more directly with the audience.
  • Share the brand or service.
  • Increase sales through the channel.
  • Increase reach.
  • Create a community.
  • Educate the audience with quality content.

Finally, define a common goal for all channels in order to create actions and promotions that complement each other.

And don’t worry, the goal can change depending on the interest of the moment.

4. Generate relevant content.

With so much content on social networks and the internet, it is key to know how to stand out from the competition, so creating quality and relevant content makes a difference in metrics and objectives.
We give you some tips for the most frequented networks, although these are not the only options:


  • On Facebook you can show content related to your business, blogs, videos and product ads, it is a channel that seeks constant information, videos of an informative nature have very good pick-up.
  • On Instagram, on the other hand, the content is much more emotional and visual, and reels and stories are becoming more and more important, but you cannot focus your content on the product and service, but rather on the added value it generates.
  • On YouTube, on the other hand, videos must provide solutions and explanations that are related to your purpose, but that are part of the buyer persona’s daily problems,
  • On LinkedIn you can create articles with a very educational value to arouse the interest of people who want to know your business, and show that you really are an expert in your sector.
  • On Twitter, although it is a channel that is not growing as much as the others, it can help you depending on the purpose of your business, for this the copies are the key factor to arouse interest.
  • Finally, Tik Tok is a channel that has generated exponential growth in the last year, and its reach is much greater than that of other channels, but it has a much more limited segment.

Collaborating with influencers on the platform is also a key and increasingly integrated trend and remember, regardless of the channels you choose, ALWAYS create relevant content.

5. Frequency of content.

The interaction with the content and the user is what differentiates social networks from any other type of communication, so if you are not constantly posting, it won’t do any good to have everything planned, you have to interact constantly.

We give you a tip, every community manager has a calendar and plans all the interactions of each channel, for this it is important that you know the behaviour of social networks, which days are most important to publish, times, etc..

Be consistent and publish interesting content at least once a week, so that your followers can interact with you.

We also recommend that you schedule your publications so that you don’t miss any.

6. Measuring results.

To find out if the objectives are being met, which content has more response, which should be improved and which should be enhanced, and if it is necessary to redefine the goals.
You should also bear in mind that in each channel the results may be very different and you should change the objective or strategy.

For example, if your goal was to increase your sales, but instead you have achieved more leads, this can help you understand what is the most appropriate content for your channel.

To conclude with a summary, for a good social media management, it is crucial that as a community manager you define your target audience well, know where they are and what they want, be there and give them content of interest keeping the 80/20 and frequently. Finally, measure the results on a monthly basis to constantly improve your response.