Managing Multiple Social Media Accounts Effectively
Posted on June 16, 2015
An earlier post discussed the value of having multiple Facebook pages for your organization in order to speak directly to specific audiences. The question some have asked in response to that post is how do you manage four official Facebook pages, multiple Twitter accounts, and an Instagram account effectively?
Ensuring consistency of brand among multiple social media accounts is not easy. However, with the right tools and the right systems in place, multiple social media channels can deliver dynamic, powerful messaging to your audience.
While managing our athletics social media outlets over the past four years I utilized both Hootsuite and Tweetdeck to monitor and schedule posts. Both of these tools are useful by allowing you to post to multiple pages (and channels) and providing an easy one-stop-shop for monitoring your channels. As a school marketing team, we never adopted one specific tool to use across all of social media outlets until this summer when we contracted with Hubspot. This is a significant investment as an institution, and social media monitoring and publishing are just one small reason why this tool makes sense for our school. Hubspot’s social media tool is outstanding, but knowing it may not be an option for every school, here are a few suggestions we can offer as you search for the right tool that will allow your team to communicate a clear, consistent, quality message through social media that enhances your organization’s brand to your various audiences.
#1 Optimize your scheduling tool
Regardless of what social media management tool you decide to use, having the ability to schedule multiple posts to multiple channels from one place is absolutely critical to effectively managing multiple Facebook pages. Not only does scheduling posts allow your entire team to know all the messages going out from via social media, but it provides an opportunity to schedule well in advance. You know your school calendar and many of your posts will simply be notifying your constituents of events taking place. By scheduling posts ahead of time you are able to eliminate last minute posts for events you have known about for weeks or months AND you are able to create time for spontaneous updates that add life to your social media channels.
#2 Have many content generators, but one content manager
This may seem obvious, but many schools have different people at their schools who have a connection to a specific affinity group that might want its own Facebook page or media outlet. As a school marketer, it is absolutely critical that you are aware of what is being posted to each of your school’s social media channels. While it is nearly impossible to produce rich, dynamic content to multiple pages, it is not impossible to manage the content others provide you. At Proctor, we have worked to give ownership over content creation to many in the community. Take a picture/video of your team at soccer practice and then share with the communications team so we can make sure it gets posted to the right place at the right time to the right audience. Having one content manager for social media ensures that the CONTEXT of the content is strategically optimized. This has certainly been an evolution for us, but gradually the school community has begun to understand the value in the diversity of content AND consistency of message this model provides.
#3 Understand who among your audience uses each social media outlet
Pew Research Institute published this report last year providing some very useful information to consider as you work to manage your social media outlets. We all know one size does not fit all in school marketing, and your social media management approach must follow this same rule. Your Twitter followers interact with you differently than your Facebook ‘likes’, who interact differently than your Instagram followers or LinkedIn connections. Having a social media management tool that allows you to tailor your posts to your channel is absolutely critical to effectively delivering messages to your audiences. Spend time looking through the Pew study linked above and spend time looking at the metrics of your social media outlets. Which posts get read? Commented on? Liked? By whom? Dig into these details and you will be able to leverage your multiple channels far more effectively than by scheduling a uniform message across all your channels.
#4 Create intentional balance in the content you are publishing
Managing multiple social media channels can be complicated, but as you are scheduling posts, be sure the content you are posting to your channels is BALANCED. Some posts obviously will push out school related content (blog posts, news stories, etc.), but do not forget to post industry related content (articles related to education and learning), and spontaneous fun updates as well. By publishing a variety of content specifically targeted at each audience within that channel, your audience’s engagement with your social media will certainly increase.
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