Social media can be extremely time consuming, particularly if you have more than one account to manage. In order to get the results you need for your business, such as raising brand awareness, improving engagement and traffic, making more conversions and discovering potential, you need to dedicate a lot of time and effort. Thankfully, a good tool can help you achieve these results faster and more efficiently. In this post, I’ll share my top 5 tips for using social media management tools to help boost your online productivity.
This blog post is inspired by the infographic from Seriously Social’s Ian Anderson Gray and G2Crowd that rates the top 5 social media management tools of 2016, based on customer reviews. While the results are very interesting, with Agorapulse getting the top spot and very popular Hootsuite getting some of the lower scores, in this post I want to focus on how these tools can help boost your productivity.
The most obvious benefit of using a social media management tool is that it allows you to manage all of your different social media accounts from one single dashboard. However, I want to look into some of the other common features of social media management tools that can help your business grow:
1. Influencer marketing
Influencer marketing has grown a lot in recent years, with more and more people employing this as a means to promote their business more effectively, increase their reach and generally, get better results.
Building relationships with social influencers can really help you boost your success. Generally, when one becomes an influencer, their audience will trust their opinion – meaning, if you get their support, it can help you get more traffic to your content, as well as make more sales and conversions.
Some social media management tools have recognized that influencer marketing is a big part of modern marketing and have worked to create tools that would help you identify relevant influencers in your niche and connect with them.
For example, Agorapulse helps you identify any brand ambassadors or influencers that are already in your list. This is useful as it means you already have an “in” with them so you should try to start building a relationship with them as soon as possible.
One of my personal favourite parts of using a social media management tool is that it makes publishing and scheduling updates to multiple accounts so much easier and less time consuming. Many dashboards take publishing and scheduling further, and have introduced features that will help you make the most out of the updates you send out.
Most social media management tools now have an editorial calendar that allows you to see what you’ve got scheduled, when there are hours or even days where nothing is scheduled and more.
Sprout Social, for example, also allows you to easily schedule an update for multiple times and dates, which can be a huge time saver, as you do it all in one go. If you have any evergreen content, Agorapulse will let you queue it up so that you can republish it regularly and make sure you get most value possible out of it.
Buffer is another great tool for publishing. In fact, the focus is entirely on publishing and scheduling updates, in order to help users get the most out of each update they publish. The integration with Pablo also allows you to create your own beautiful images that you can easily share to your social accounts.
3. Customer Relationship Management
Social media is a great tool for customer relationship – which is why so many customers take to their social accounts to ask questions and make comments and complaints about the businesses that they come into contact with.
While this is great for the customer, it can present some issues to businesses. If you need to deal with your customers on social media, then you have to make sure you reply promptly and get the issue sorted as soon as possible, so as to avoid any PR mess.
CRM tools can also help you build stronger relationships with your audience and discover any leads or other opportunities.
With the Agorapulse CRM tool you can easily categorize and tag your audience and you can see rich customer profiles for each user, complete with a history of your past conversations so you’re never out of the loop. Agorapulse will also automatically qualify your audience, by tagging any users that engage with you the most, or users who have published content created by you.
Sendible takes CRM a step further with their prospecting and automation tools that help you identify potential leads and will even start conversations for you while you’re away. Just like with Agorapulse, it also lets you categorize and tag your contacts, create notes and see a complete history of interactions between the two of you.
Sprout Social lets you see past conversations and check out rich customer profiles, like the two previously mentioned tools. It also integrates with Zendesk and UserVoice so that you can more easily manage any enquiries or comments coming in from your customers and other users.
Another cool feature that all 3 of these tools have is the so-called ‘social inbox’. This is very useful when it comes to CRM as it helps you make sure you never miss an update or mention that requires your attention by sending them all to your inbox.
With Hootsuite you can also check all of your mentions easily, but in my opinion social inboxes work much better as you can see more clearly see which updates need your attention and which you’ve already checked out.
4. Team collaboration
Social media management can be much easier when you have your team helping and assisting you. Assigning different tasks to members of your team will cut down on the time you have to spend on social media and, who knows, you might discover some hidden talent in your team that knows how to tweet and get results.
Most tools allow for some sort of team collaboration, although in some cases you might have to pay more the more members you add to your team. The best part about using social media management tools for teams is that you can very easily assign tasks, check to see what everybody is doing and, in some cases, even get analytics reports detailing each member’s effectiveness and response rates.
Analytics are very important as they can help you get better results from your social media strategy.
Once you know what your goals are from social media, you can use analytics reports to see how close you are to achieving those goals – and if you aren’t any closer, than it lets you know it’s time to make a change.
As you check your analytics, you can also identify useful information that will help you improve your results. For example, the right times to post: are you getting more engagement for updates you send in the morning, or maybe afternoon? Do you reach more people at certain times?
Another useful piece of information that you can learn from checking your analytics is what types of posts work best for your business, so that you can use them more in the future and hopefully, increase your engagement and traffic.
Social media management tools can be of huge help, even when you only have a few accounts to follow, because they’re more than just a tool for publishing and scheduling updates. They are becoming increasingly complex, with useful features that will truly help you get better results. What is your favourite social media management tool and why? Let me know in the comments section and please share.