Articles

3 essential social media management tools

BY BOOM Editorial

In today’s world, social media is an essential part of communication and brand strategies. Social media makes communication more effective and direct, and provides a wider platform for expression, messaging, and a variety of content and interaction opportunities. The exponential growth and popularity of Instagram, TikTok, Twitter, or Facebook have made them must-haves for all marketing strategies, while social media managers have grown to be integral and crucial members of marketing teams everywhere. And with them, automated digital tools have also come to play a very important role to support a fully fleshed editorial plan of content and activities for social media channels, 

Here are 3 essential social media management tools every professional should have: 


Social media management

First and foremost, a strong and thorough social media management tool must be the basis of a great social media management strategy. From Hootsuite, Later or Sprinklr, there are countless options out there to program and track the different social media activities in your pipeline. A good social media management platform lets you centralize all your social media activities in one place, including: 

Scheduling posts

A weekly social media plan for a successful brand usually includes multiple images and videos for Instagram, Instagram stories, TikTok, Facebook, daily tweets, and a handful of YouTube videos. With a social media management platform, you can schedule all posts on a calendar or schedule feature to automate the publishing process. The posts you schedule can also include copy, hashtags, and mentions. No muss no fuss! Forget about sticking to your phone uploading and writing copy in real time!

Community management

Ah yes, every social media manager knows that a big part of their job will involve answering and interacting with comments, tracking mentions, and own hashtags on various social media platforms. Depending on the number of platforms you manage, centralizing community management might make tracking more efficient. Just imagine if you could manage mentions, comments, or hashtags all on one page! A social media management platform like Hootsuite or Sprinklr makes it possible for social media managers to monitor online activities from one single screen. So instead of logging into Instagram then Facebook then Twitter, then TikTok, a social media manager can track and respond to everything behind one single (and very busy) screen. Many social media management platforms designed to facilitate community management include features that allow social media managers to report specific controversial activities or comments that deserve extra attention and supervision. For example, if a pasta brand receives regular product complaints (e.g. mold on spaghetti) via social media, a social media manager can signal and forward the messages to a supervisor or country manager. As they scroll through interactions on the social media management platform, social media managers can also mark their activities as “checked” or “complete” to keep track of the work they have left to do, without getting lost in the flood of activities. 

Analysis

Do you want to know how are your posts doing? Ask the social media management platform to support your reporting activities and find out everything you need to know about your activities. Of course, you can use it for team metrics, to measure first response and resolution time on content, but instead, if your brand strategy isn’t about using social media for customer service, you can also use it to get data on your posts’ performance. How much engagement have posts brought? How many impressions and reach have they gotten? Such metrics can be provided by the data analysis features of your social media management platform, which can also help you figure out what to publish next. 

Google Trends

Speaking of figuring out what to publish next, identifying which topics are hot and worth taking into consideration is a huge part of social media planning. When a topic is trending in your specific field, you have to know about it to use it and tailor your content accordingly. For example, if you are a fashion brand wanting to appeal to Gen Z, looking up trending topics related to that particular age group is essential to trigger their interest. Google Trends is a useful tool to research, create and plan content for your audience. Google Trends also allows you to compare the relative search volumes of searches between two or more terms. Type in keywords to check how popular or trending they are, and tailor your hashtag and content strategy accordingly. Easy, right? 

BOOM Worksite

Just like with centralizing social media management, it is important to have a single source of truth to fetch your own images and videos to create and distribute social media content in a fast and efficient way across all platforms. From storage to collaboration and distribution features, BOOM Worksite is a solution that can make social media management and coordination a whole lot easier. 

Organization/coordination

Perfect social media management is often the result of teamwork and coordination among different people within an agency and/or marketing team, including the social media manager responsible for publishing and keeping an eye on the activities of all owned platforms. However, before reaching the social media manager, content produced goes through many different stages of creation: original brief, creative development copy, and finally, social media distribution. As such, it is important to keep track of the visual assets and make sure everybody has access to the same files. A DAM like Worksite can help coordinate different departments and liaise with the social media manager by informing and managing the files that are up for publication. For example, a special folder for each channel and each weekly editorial plan can be created with the exact assets to publish for each day. Moreover, workrooms could be created to help streamline production, with permissions set so that the social media manager could only access the final files ready for publication. As a result, never again would you open a social media account and notice that an older version of the visual asset was published or that a picture without a legal disclaimer went online because of misunderstandings or misplaced files. 

Social media preset formatting 

The truth is that social media channels all have so many format and ratio requirements for visual assets that it’s hard to keep up with them all! An Instagram story image or video should have a 9:16 aspect ratio while a post should be 1:1 if the entire image needs to be visible in preview. Facebook banners and posts have ever-changing formats and it is hard for social media managers to keep track of the different size changes. Worksite is there to help. Forget about looking up formats and finding programs specifically designed to crop images to fit specific social media specs. Worksite has preset formats to crop and customize visuals to fit different social media channels. 

Publishing/sharing

So of course, as we mentioned before, you can program and schedule everything through a social media management platform, but just in case you need to quickly update one of your channels with a last-minute visual post, Worksite lets you publish anywhere on the web, including on social media, thanks to CDN links that can be copied and pasted in seconds. 

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