These days, it’s hard to imagine life without social media. Because these platforms are so ubiquitous, they have transformed the way we interact with each other. However, as social media has grown, social media management has devolved.
At first, this may seem counterintuitive, mainly because each site has so many new features and benefits. Furthermore, some programs can help curate content from multiple platforms to make it easier to manage them simultaneously.
While these changes have made managing them more efficient, they have also made it harder to manage sites and profiles. Here is a breakdown of the de-evolution of social media management.
From Authentic to Automatic
On the surface, automation makes a ton of sense. One person can share content across various platforms from a single dashboard. Even better, a social media manager can schedule posts, so they do not have to log in every day.
Unfortunately, the trade-off is a loss of authenticity. Although you are saving time, you are also not really utilizing the “social” aspect of social media. Having an automated feed only works if you never want followers to interact with your brand.
Another issue with automation is that it can be hard to capitalize on trends or respond to users’ feedback. If you are scheduling posts a week in advance, what happens if a major trend occurs in the middle?
Talking Instead of Listening
Social media sites are excellent for broadcasting your company’s message and mission statement. However, it can’t be a one-way street. The other advantage of using social media is that it allows your customers and followers to reach you directly. Data suggests that 64 percent of users would prefer to contact a business through Facebook than a website or phone number.
When social media management is only focused on posting and sharing information, a significant disconnect between customers and the sales team can arise.
Vanity Over Value
Finally, many businesses and owners still cherish “vanity metrics” over anything else on social media. For these individuals, 10,000 likes are better than 10 direct messages that can lead to two or three sales.
As a result, much of social media management is about chasing down likes, shares, and followers. While a stronger presence can yield healthier sales results, it can also be misleading. Thousands of people may have liked a post. But, that does not mean they will buy anything or that they trust your brand.
Typically, it’s better to cultivate a smaller, more engaged audience. This way, your posts and actions can have a direct impact on your bottom line, rather than building an army of single-use followers.
Contact OmniSocial Engine Today
If you want your social media management to grow and evolve, let us help. We know how to utilize these tools effectively without losing touch with the features that make these platforms succeed. Call us today to get started on your next social media campaign.