Social Media Management Guide for Online Business

These are the main goals and considerations that your social media guidelines have to cover:

1. • The priorities of your company;
2. • Sensitive areas of social media activity (responding to comments, reviews, etc.);
3. • The desired image and reputation online;
4. • Actions that could undermine your brand;
5. • Guidelines for interacting with customers and influencers (we'll discuss this later in this post);
6. • Activities that enhance social media presence.

Let's discuss some of these content types:

1. • Video and Live Streaming. Here are some facts: according to statistics compiled by Biteable, Facebook videos receive 135 percent more organic reach than a photo. No wonder 60 percent of marketers used videos in their social media marketing in 2016, right?
2. • Infographics. This type of content also performs well because people are visual learners and prefer to consume information in a form that ensures easy understanding.
3. • Educational written content. People are increasingly using social media to find instructions, tips, and instructions on doing things they love, so being an authoritative source of reliable information is every brand's dream.

To ensure quality content, remember the following essentials of content marketing.

1. • First and foremost, create exciting content social media users want to engage with. This means talking about their problems, wants, needs, and aspirations.
2. • Second, forget about talking about your brand. Gone are the days when companies were in charge of dictating market trends and content creation. Now, it is the customer who is the center of the universe.
3. • Third, create only original content that uses reliable evidence. People are not going to listen to your content if you don't support what you're saying with credible evidence.

Facebook:

1. • Daily Posts: 1-2;
2. • Maximum number of posts on workdays: 2;
3. • Maximum number of posts on the weekend: 1;
4. • The ideal time to get the most shares: 1 pm;
5. • The ideal time for optimal value: any time between 9 am and 7 pm;
6. • The ideal time to get the most clicks: 3 pm.

Twitter:

1. • Daily Tweets: no more than 5;
2. • A most popular time to tweet: between noon and 1 pm (during the lunch);
3. • A least popular time to tweet: between 3 am and 4 am.

LinkedIn:

1. • Daily Posts: 1;
2. • The ideal time for posting: noon or during the lunch break;
3. • The worst time to post: between 10 pm and 6 am.

Thomas Ray at Axonim say:
To build brand authority, consider the following:

1. • Creating quality content (created by real experts in the field if possible) solves specific issues and concerns of your target audience. In-depth articles, infographics, and videos are the most popular content types for that.
2. • Be consistent in style, theme, and quality. People reading your excellent content rely on you for quality information, so you have to make it happen regularly. Also, consider adding your brand's logo and colors to social media information to help viewers memorize them.
3. • Reach out and engage. Being a good brand means reaching out to the target audience and communicating with them regularly. This makes them feel appreciated and valued; moreover, they will be much more likely to return the favor if needed (more on this in the next step).

So, here's what your social media guidelines should contain in terms of engaging with customers:

1. • Respond to comments and complaints. Customers expect your brand to reply as soon as possible, so you should do that. Search Engine Watch described the research produced by Lithium Technologies, which found that 53 percent of Twitter users expect to hear back from a brand they're interacting within an hour!
2. • Stick to what you know. Don't give any advice on something that you don't know. Even one mistake like this could cost you a reputation on social media.
3. • Share user-generated content. Doing so makes customers feel part of the topic, so consider sharing some content produced by your followers. Just make sure it's quality!