You’ve just picked up a new social media client. Maybe you’ve been focusing on just one industry. Maybe you have not. Before you start creating social media posts and interacting you need a plan. You need to know where you stand, what your goals are, and where you need to be. But you also don’t want your client waiting and waiting for you to craft your first tweet. These are the things to do when you pick up a new social media client.
Things to Do When you Pick up a New Social Media Client
Audit Your New Social Media Client
The first thing you need to do is assess the situation. What dangers, what possible disasters will you deal with when managing social for this client. What are the possibilities? Let’s break things down to make it easy. Create a spreadsheet with:
- List of their social media accounts
- Their followers/following
- List of their competitors
- Their competitor’s following
- People who have access & the level of access they are privy to
- Tools used for each social network (to see if you can cut back on the fat with a tool like Socialdraft)
- Who is in charge of communications with the client?
- Are they working with a PR firm, what is on their calendar?
- Goals for the fiscal year
- Reviews and social chatter
This audit will help you tremendously. You will know exactly who and where to go to for information, you’ll be able to set up an emergency plan, and you will know exactly where you are at social media wise so you can measure your results at the end of the campaign. You will also have measurements so you can go in and analyze what was working and not working in the past and be able to adjust your strategy as needed.
Check out Your Client’s Followers & Measure Sentiment (and their competitor’s)
The community is the most important thing when it comes to social media. After all, without them, there is no ROI.
If your new client has already been active on Social Media, you need to take some time to hear what your community is saying. This will help you to come up with your voice and make it easier to craft your message.
Check out your followers, click their profiles. What are they talking about? What concerns them? What are they sharing? Pay attention to these so you can eventually figure out…
- How they feel about your clients (what the sentiment is around the brand)
- What does the community desire from your client and its industry
- What are the community’s problems and is there a way that your client can fix these
While you are at it, create a spreadsheet. Start keeping track of the hashtags that are being used in your client’s circles/industry. Seek out the competitors you want to be like. They are obviously doing something right…so keep an eye on their strategy and see what you can adapt.
As a community manager, you’re probably not going to be creating content. That being said, you need to be involved in the content creation process because you will be in charge of pushing this content out. You need to become the expert as to what resonates so that you can guide the content team in their efforts. Ask your client for access to Google Analytics. Check out what content is performing well and what is not.
Go a step beyond this. Once you have the top 10 performing pieces of content, go back to social. See if these were shared there and by whom. It could be that a certain post has great SEO and is getting tons of organic traffic, but that post may not work for your audience. Analyze the content that performs best on social and find out why – is it an amazing image, does it have an easily digestible list, is it shareable. If you are able to work with the content team, you can really get amazing results from Social.
Analyze the Best/Worst Performing Social Media Posts
Go through all your social networks and separate your best performing posts. Then ask yourself these questions:
- How long was the post?
- Was there an image/video/link attached?
- What was the tone of voice?
- Were people tagged?
- Was it your customer’s original content or influencer content?
- What hashtags were used?
- What time/day of the week was the post shared?
- Were they holiday posts? Did something historically significant happen on those dates?
Once you have analyzed these posts, you will know exactly what works well and what efforts will be a waste of time.
And don’t forget to ask to be included in the content calendar so that you can plan ahead on how to disseminate this content.
Have an Internal Social Media Meeting
Social Media is not a task for one person. You have a pretty good idea by now of outside sentiment for your clients. At this meeting, try to get a feel for what your colleagues think about your client’s Social Media presence. You’ll get a grip of what areas/people feel a disconnect with social marketing from the past. Try to get them involved and get ideas from them. There may be features/offerings from your client that you may not be aware of that you will discover during this meeting.
End your meeting gently asking them to follow the client’s Social Media accounts. You can’t legally require this, but you can nicely ask. They work for the company, if things are right internally, they should be your biggest advocates.
If team members have been previously involved with social media, you need to find out why, how, and if there are separate accounts you are not aware of.
Create a Response Plan
Chat with your client after you complete the sentiment report. There are issues that will come up on a consistent basis. Come up with a document that has pre-approved response templates to those recurring issues. Use those as a template when negative comments and reviews come up.
Speak with your client about what to do when serious problems arise, for example if a customer calls someone on their staff racist. Speak to them about how they would like for you to handle potential legal issues and ask them who on their team will handle. Issues with legality should be outside of your scope of work.
Create your templates
Find out if your client has used templates before. Templates are a great way to standardize efforts and to create a strong brand. If your client has not used templates in the past, it is a good time to do so…besides, this will save you an incredible amount of time.
Editorial Calendar Template
The content marketing team should already have this. A plan of what content is coming out and when. If they do not, then you need to ask that they create one.
Social Media Content Calendar
If you use a system like Socialdraft, you won’t need to create one of these (heck, you can use our calendar as an editorial content as well with our tasks feature). This calendar will help you organize your social media posts into categories so that you can easily duplicate, re-schedule and promote the content from the content marketing team. Some categories we recommend are:
- Promotional (keep this to 20%)
- Industry News
Need a Sample Social Media Calendar? Click here.
Whether you are using Photoshop, Canva, or any other image tool, you need to have visual templates in order to maintain a consistent brand. This will also help if you need new header images for holidays, special promotions, etc…Some visual templates you will need:
- Facebook post
- Twitter post
- Instagram post
- Google+ post
- Pinterest post
- Header images
Once you’ve gone through these steps, you will be more than ready to begin creating content and measuring your success.
Pick Your Social Media Tools
There are many social media tools out there, including Socialdraft. Socialdraft is an all-in-one social media tool that allows you to:
- Schedule posts to Facebook pages, LinkedIn pages, Pinterest boards, Twitter and Instagram accounts.
- Schedule single or recurring posts.
- Duplicate posts.
- Schedule reposts from Instagram to your other social networks.
- Schedule in bulk via CSV.
- Pull reports for Facebook and Twitter
- Engage your Audience.
- And much more…
The best part is that Socialdraft has plans for everyone. We even have a Free Forever plan…which is…free forever. Take Socialdraft for a risk-free trial today.
Saw a pretty interesting post on a Social Media Managers group on Facebook the other day. A new community manager was asking if $300 a month was a good dollar amount to charge for Facebook, Twitter, Instagram, and Pinterest management. Everyone in the community quickly chimed in in agreement. The dollar amount did not justify the skills needed and the work that would be necessary to fill that type of contract. Many newer community managers undercharge, not because they aren’t experienced, but because they cannot properly explain the value proposition to their client. Today I am going to lift up my skirt and give you some advice on how to educate and train your clients, as well as how to better manage your time so that you can charge $2,000 for Social Media AND have incredibly happy clients. Without further ado…
How to Charge More for Social Media
Set Down Clear, Measurable Goals
This is better understood with an example. Let’s say that your client calls you to tell you they’ve been losing money and they need to cut back and want to break their contract. So, you look at Google analytics and you see that you’ve been driving plenty of traffic to their site. Then you go in and do a deeper dive to find their customers aren’t converting because their shipping fees are too damn high. If you set clear, measurable goals at the beginning can point back at your contract you will be able to deter the client from leaving. After all, you made your goal of increasing their web traffic by x%. In this case, you can let your client know the reason why they’re not making money and have them redirect funds to where they need to go.
Always Have Clear Contracts
One of the biggest mistakes new social media managers make is not having contracts with their clients. Contracts are there to protect both parties, as well as clearly outline the scope of work and the things that will be part of the scope. A few items your social media contract should include are:
-Length of contract
-Total payment, the frequency of payment, late fees
-Tasks that are included in the contract
-Tasks that are not included in the contract AND pricing for said items
-Hours of availability
-The stipulation on who the contact will be at your client’s place of business
-Your needs from the client, for example, monthly images, list of events, etc…
Always have a lawyer go through your contracts. You can work with a lawyer on your first contract and then save this as a template going forward.
Pricing for Social Media management is affected by many things including geo-location, experience, industry, and scope of work. Before you jump into this industry, you need to create a social media manager budget. This will help you to estimate how much you will spend and how much you can charge for social media management. Keep in mind that you are building a business that needs to scale so that you can use the best social media tools, help your clients grow, and still have time to yourself. Depending on your level of experience, you may want to offer:
-Geo-targeted audience growth
Focus Heavily on Analytics & Reporting
Numbers don’t lie. Numbers are your friend. Become a master in analytics of all types: social media, Google, etc. When you first pick up a client, set an hour of your time to educate them on analytics. Show them sample reports and explain each metric and what it means to them. When you send reports on a monthly basis include an easy to understand explanation of the results. Social Media reporting lowers client churn. This task can be made easier with a social media reporting tool such as Socialdraft.
Analyze Your Client’s Target Audience
You may think you know your customer’s clients, but do you, really? Start off by sitting down and figuring out who you client’s audience is. Create a persona. Questions to ask when doing this:
- 1. Is your person male/female/both
- 2. How old is this person
- 3. Where do they live
- 4. What do they do? Are they employed? What are their hobbies?
- 5. Why do they need you/your brand/product?
Figure out Where The Client Audience Hangs Out
Contrary to popular belief, not all brands need to be on every single social network. If you understand your audience/client, you will also understand the social site they frequent. Build your strategy around this. If you’re targeting to moms, you should probably be on Pinterest, if you’re marketing to college students…Instagram is where you should focus. Make sure to ask yourself every month “where is my audience”, “have they moved”, and “where are they going next”.
Content marketing is incredibly effective. It achieves various goals. Content marketing consists of two parts for me: original content, influencer content. I’ll break down how I work my content and how I schedule it to social media using our dashboard. If you have any questions on this drop a comment on the bottom of this blog.
1. Original Content is content that you (or your writers) create. This content needs to live on your website or blog and needs to be of value to your audience. If your audience has a need, you need to give them the solution. This sets you apart as someone they can trust, an authority, and it helps you with SEO juice on the all mighty google. There are sub-sections under your original content
2. Evergreen Original is content that will last forever (or at least a really long time). This is AWESOME original content. Why? because if it is done correctly, you can schedule this content to come out on social media over and over again. There is a caveat. You need to be smart about how often, and in which way you present this content. Change up the social networks, the days of the week, and the images attached to the shares. Update the content whenever there are changes…this will allow you to once again share that piece of content while highlighting the update. This is my favorite type of content because it allows me to fill up my content calendar and free up time for interactions. I usually create 4 images for each piece of evergreen content. Then I create 4 original write-ups for these pieces. I schedule them to social media using Socialdraft both with a CSV bulk upload or with the recurring post feature.
3. Time Sensitive Original is content that is highly relevant to your audience but will not last long. Make sure to leave a little wiggle room in your content calendar so that you can share this content as it comes out. I usually schedule this content via Socialdraft using the TrueTime feature which figures out at what time I get the most interactions.
4. Influencer Content is content created by other influencers in your space. This is content curation, first, you need to identify the influencers, find out which pieces of their content are relevant and resonate with your audience, and share them on social. I use CSV bulk upload for this type of content to fill up quiet times on my social media accounts. This achieves various things.
- You’re building on that influencer’s follower base.
- You are servicing your audience by sharing valuable, helpful content
- When properly shared (always make sure you cite the source and thank them for their content) you are creating an initial connection to that influential.
Promotional Content is content that helps you overtly achieve your goals. This can be something such as a discount on your items, a promotion, or sharing a review. As strange as this may sound, you want to keep this content down to 10-20% of your content marketing. Everyone wants to purchase, nobody wants to be sold to.
It’s called social media for a reason. Never in the history of the world have you had so much unfettered access to anyone in the world. When I first began in social media I was a nobody. I have gone on to meet people such as Gary Vaynerchuck, Andrew Warner, Jacques Pepin, Paul Bocuse, and Joel Robuchon. All this took was a cup of coffee to get my mind in the right mindset and a tweet. Seriously. I’ve tweeted the most unlikely people, and with a few interactions (some may call it stalking), I’ve been able to ask people to join me for coffee or a glass of wine. This is just one way to interact. Again…you need to keep your goals in mind. If you are selling something, then you need to interact with your potential customers. If you are a brand and you want exposure, then you need to interact with bloggers in your space. It changes on a case by case basis…but the technique is the same. I hate to be trite here, but social media IS THE BIGGEST PARTY IN THE WORLD…and you were invited. Don’t waste the invite by being the crazy guy talking to himself. I work on my content marketing one day a week…my social media calendar is scheduled out 2 months in advance with evergreen content. This allows me to spend the rest of the week interacting. This is where the value is at. Tools like ours are built to save you time so you can interact. If you’re merely broadcasting or answering inquiries instead of creating conversations, you’re losing out.
Transparency (aka reporting)
This is mentioned twice because this is so ridiculously important. You may be a social media expert, but your client is probably not. This is why it is so incredibly important for them to know what you do for them. They probably think you just play on Facebook all day. Outline (in your contract) clearly what you are going to do for them. Outline how much time these tasks take. Communicate weekly via email with both a recap of the week’s highlights and always a call to action…make them work. Trust me! Finally, you need to show results. You’ll want to do monthly reporting comparing your results month over month.
Use the Right Social Media Tools
Every craft has its tools. For social media managers, the best tool is Socialdraft, an all-in-one social media tool. With Socialdraft, you and your team will be able to:
- Schedule posts to multiple Facebook pages, Instagram & Twitter accounts, LinkedIn Business Pages, and Pinterest Boards.
- Have multiple people create and post content w/ different permissions
- Search Instagram hashtags and repost to all connected social media.
- Engage on Facebook, Twitter, and LinkedIn via the feed
- Manage your online reputation
- Assign tasks to team members
- and much more
If you’re curious about how Socialdraft works, take us for a risk-free trial.