Creating and putting an effective social media strategy into action is a difficult and time consuming process. Producing and scheduling compelling posts requires creativity and diligence. Unfortunately, just posting to your social platforms isn’t enough to see productive results. In order to gain an ROI on the time you’ve spent creating and publishing your posts, you need to actively monitor your accounts daily.
Why monitoring is important
Social media is...well, social. It’s a public forum filled with real people looking for information, inspiration, entertainment and answers to their questions. If someone engages with your company, they will expect a response. If you’re not active within your online community, people will either notice your absence, or turn to others who are active. The only way to become relevant in your industry on social media is by observing and engaging with the community.
It’s also the only way to see if your social strategy is effective or not. Looking into your analytics will provide you with valuable insights. You can see which posts were successful and which ones were duds. This enables you to create more engaging and interactive posts in the future.
How to start daily monitoring
Set your goals
The first step you need to take is to set your goals. As HubSpot says, make sure your goals are “SMART” - Specific, Measurable, Attainable, Realistic, and Time-bound. What does your business need to succeed? Do you need to bring people into your restaurant? Generate leads? Gain contacts for an email list? Setting clear-cut goals will allow you to compare your results to your aspirations and keep your social strategy on track.
Prioritise your accounts
Once you have your goals in place, it’s time to choose which accounts you’re going to prioritise. Between Instagram, Facebook, Twitter, LinkedIn, Pinterest, YouTube, Snapchat, Reddit and Medium, certain platforms are going to be more relevant to your industry. The best way to figure out where you should be focusing your efforts is to look at your industry leaders and see where they are finding success. Instagram and Facebook are a must-have for every business, as many users choose these platforms to search for business info and to get in direct contact with them. If you don’t see other businesses in your industry on a certain platform, there’s probably a reason for it. Focus your efforts on your most valuable social accounts to avoid spreading yourself too thin.
Choose a tool
In order to get down time and consolidate your efforts, choose a third-party social monitoring tool that gathers all of your accounts into one place. It will make scheduling and monitoring posts a breeze compared to posting to each platform organically. They also provide valuable analytics tools that compile your data for easy analysis. HubSpot, Buffer, Hootsuite and a number of other tools are available with a number of free and paid plans offered. We love HubSpot, so that’s our recommendation, but take a look through the available options and choose the one that fits your business’s needs and budget.
Set aside time and DO IT
The final step is to turn your daily monitoring into a routine. This is often the most difficult part for most people. If you have a set schedule, set aside a 10-15 minute block where you can be in your office. Put your phone on do-not-disturb, close your inbox and put on your focus playlist. Open up your social media monitoring tool and look at all the activity that happened while you were away. The first thing you need to do is respond to any messages and important comments that came in. Then look at your analytics and make any pertinent notes for future posts and campaigns. If you still have some time, look around at what’s happening in your industry and engage with your peers and successful accounts. Reaching out to other prominent influencers can help you gain access their followers and show the community that you’re relevant.
Setting aside 10 minutes each day will invariably have a positive effect on your social media efforts. You’ll become more relevant in your industry, gain followers and ultimately learn how to make money through your social campaigns.