Social Media Management

Unless you’re just starting out, social media management is a big, time consuming job. It’s also a super important way to connect with potential customers. Once your business is officially off the ground, save time managing your social media and instead focus on sales, growth, and customer experience. Turn to Coyote Creative to manage your presence on social media. As your digital marketing partner, we will create social media content, post on your social platforms, and engage with your followers.

Why do you need social media management?

Social media manager has become a complex role that is responsible for helping a business achieve its highest-level goals. Managing social media effectively allows you to tell your story. It gives potential customers, partners, or future employees a way to learn more about you and engage with your brand. So to help you achieve your goals, we will create and share original content on your social channels, as well as interact with your followers.

The specific goals of our social media posts will be to:

• Engage your followers
• Increase your reach and visibility
• Promote loyalty to your brand
• Facilitate excellent customer service

Instead of setting aside time to manage your brand’s social presence — or hiring someone to do this full-time — use us.

Social Media Management Services

So here’s how it works. As your social media manager, Coyote Creative will first optimize all your social media accounts.

What does that mean? We will:

• Write compelling descriptions
• Make sure all your company contact info is accurate and easy to read
• Optimize images for each social channel

Next, we will research your competition on social media. To compete in this space, you need to know who the players are. Who has the most engaged audience? What are they doing to drive interaction? What are they sharing, and when?

Armed with first-hand knowledge of your company AND your competition, we will then move on to actively manage your social media. That includes:

• Posting original content on your social media channels
• Including eye-catching imagery to maximize clickthroughs
• Monitoring all your accounts to respond to comments and messages in real time
• Engaging with relevant groups and communities on your behalf to share your content with highly targeted audiences

Social media platforms:

While there are many popular platforms (Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, Google My Business, etc), not all of them will be relevant to your brand. We will help you identify which platforms you need to be using. We’ll also help you identify the ideal social media posting frequency, date, and time to maximize your organic reach.

Who is your social media manager?

Each of the Coyote Creative team members possess these 4 key qualities:

1. Solid understanding of SEO and content marketing: We believe in squeezing all the juice out of every piece of content. Content is the foundation of any SEO strategy, and social media is how you promote your content. So it’s important that your social media manager can see the bigger picture and how social content can impact your overall business.
2. Customer-first attitude: There IS no business without the customer. That’s as true for Coyote Creative as it is for each of our clients. That’s why we keep your customers in mind in everything we do.
3. An eye for design: Photoshop/Illustrator aren’t necessarily required skills, but it is essential to be able to source and edit eye-catching images to accompany social messages.
4. Clear and effective writing skills: For the most part, social media is still written communication. Your social media manager has a strong command of language and a high level of professionalism.

What is social media management?

When you work with Coyote Creative, there are 5 main components.

First, we create content for your business’ social media platform(s). Some content will be promotional. Most content will not be. But all of it will be carefully tailored to grab your customers’ attention and engage them in a conversation. Ultimately, this will foster a relationship where they feel loyal to you because they know you’ll share content they want to see/hear — not just sales pitch after sales pitch.

Second, we schedule and post all content for the best days and times to maximize engagement from your audience.

After posting, we monitor each post for opportunities to interact with your audience. For example, when someone likes a post on your facebook page, we will invite them to like your page as well, so they can see more of your posts in the future.

Finally, we track all the data and share social media progress and opportunities with you in a comprehensive (but easy to understand) monthly report.

3 things to watch out for when choosing a SMM agency:

If you’re interested in SMM, but for some reason, Coyote Creative doesn’t feel like the best fit for you… we’re bummed! But because we’ve seen a few worst-case-scenarios, we’d like to help you make an informed decision about your new partner. So here are 3 things to watch out for in a social media management company or agency:

1. You should ALWAYS retain ownership of your social media profiles and accounts.

It doesn’t matter if you will never log in or post. You should be the official owner of your Facebook business page, Facebook Ads Manager, LinkedIn page, Twitter account, and all other social profiles/pages. As far as Facebook (and all others) are concerned, whoever created the page owns the page. So if or when you choose to end the relationship, you don’t want to have to fight to get control of your pages.

Ask why, if the social media agency you’re considering suggests they maintain ownership. Say no. Insist it is set up correctly. Look for another partner altogether if they dismiss your concerns or try to convince you it’s too complicated or impossible.

2. Make sure you have acceptable exit terms from any contract.

Not all social media marketing companies will give you a contract, but a lot of them will. If the contract is so complicated you think you need a lawyer to understand it, stop and ask yourself why.

If you’re not happy with the company’s performance, then you should be able to end the relationship without signing away your first born child.

Remember, you can always ask to revise any parts of the contract you’re not comfortable with. Contracts go both ways.

3. If you have a contract, make sure it states that everything developed for you is your property.

I’ve actually seen a reviews website whose fine print said that any reviews left by YOUR customers are actually the property of the reviews service. Which meant when my client stopped paying for their monthly service, they lost all of their reviews.

Common sense can tell you that any content you pay to have produced should be your property. But if you sign away your rights, then you may have to start over at some point.

Social media terms you might not know:

We avoid using jargon whenever possible, but it’s often simplest to use the industry term. So if you found yourself lost at any point in this article, here are a few social media terms and definitions that we used.

• Clickthrough is a  measure of the number of people who click a link from social media to your website. While the number of clicks is interesting, be sure to compare it to the total audience size. 10 clicks is great if 100 people saw your post. 10 clicks is NOT great if 10,000 people saw your post.
• Calculate your Clickthrough rate by dividing the number of clicks by the total audience size. The percentage of people who engaged with your post tells you how effective the post was.
• Content is used to describe any written or visual work. This includes blog posts, web pages, videos, infographics, and photography.
• Engagement refers to shares, likes, and comments. Measuring engagement will help you determine whether your content resonates with your audience. As a business, you always want to do more of what works and stop doing things that don’t work. The same applies to your social media.
• Reach is the measurement of potential audience size — how many people were exposed to your content in some way. Reach is NOT the number of people who read your facebook post. It is the number of people who had the opportunity to read it. It’s important to compare this particular metric in context of others, like Engagement.

Social media platforms and their uses

If you want to use social media to generate leads for your business, it’s important to be active on the right channels.

• Facebook is kind of a catch-all platform. People on facebook want to catch up with family and friends, read the news, and be entertained — without ever having to leave Facebook. Everyone should have a facebook business page.
• Instagram is all about the visuals. Every brand with a physical product should have an Instagram. If you want to sell it, show it off! Instagram also works well for some service companies. You won’t find us on instagram because the work we produce would be another company’s website — or a whole bunch of text. Not visually appealing.
• LinkedIn is ideal for B2B companies and recruiting purposes.
• Pinterest, like Instagram, is a visual platform. It works best for how-to posts, recipes, fashion combinations, infographics, etc.
• Twitter is extremely flexible and useful for most companies. With short-form messages and a focus on public communication, Twitter can be used exclusively for announcements and customer service, or to connect with customers, similar businesses, or prospective businesses.

This covers all the social media terms used in this post, but there are many more that you may want to learn. If so, we recommend browsing HubSpot’s searchable and much more comprehensive social media glossary here.