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Social media management is an around the clock job and demands multiple skills – Developing social marketing strategy, leveraging available internal resources, monitoring competition, keeping in tune with evolving social networks, consistent content generation, strategic sharing, and social crowd management.

So in other words, there’s a lot that can go wrong. Of those sticky and agonizing possibilities, these are the most common.

Scuffling between multiple platforms, accounts and brand voices

Having to post 4 (different) times a day and 4 (different) types of content to consistently wow the audience isn’t easy. Any audience isn’t easy to please, especially when you have to compete for their affection with millions of other pieces of content.

If you’re a social media manager who handles multiple clients and accounts, this task becomes additionally burdensome – No human can remember a bunch of logins, passwords and skip between accounts, And “brand voices” without committing pricey errors.

The solution:

Document your social media content strategy for each brand and account that you manage (Mission statements, goals, brand voice characteristics and Key Performance Indicators).

  1. Categorize content for each brand/account in content libraries for better organization, less confusion and easy access
  2. Employ a reliable social media management app to have multiple account access and management options on the same platform

You could pick a social media management app like DrumUp that provides content suggestions and allows you to maintain a content library on the same interface that also lets you manage multiple social media accounts and schedule posts.

(Vanity vs real metrics) Measuring the ROI of digital marketing efforts

“We have 15,000 subscribers,” I said to him. “Oh! Wow! Is that all your work?,” said the Business Development Executive, blown away. “No! I’ve been here for 3 months! 15,000 in 3 months is a real task! I have got us 4,000 in 3 months.”


“So, how do we go viral?”

It’s frustrating when you can’t explain what you’re working away at all the time to your colleagues. For them to understand you have to narrate the real social media story and its true potential.

In reality, a well thought-out and executed digital marketing is far more impressive than vanity metrics.

The solution:

  1. Describe your goals and how they manifest in reality to your colleagues, managers and clients. This will involve some explaining of basic concepts and challenges without social technical jargon
  2. Tie SEO and sales: Correlate marketing results with business-based outcomes so they can relate to the process
  3. Pick your social media and business oriented goals before you implement a strategy and monitor it during and post implementation

You could use web analytic tools like Google Analytics for social media marketing insights.

Focus on creating relevant content that answers people’s questions and solves their problems. Text Optimizer is a great way to identify those questions and problems and create relevant content to address them:

Text Optimizer question research

It is a good idea to hire an SEO company to help you research and optimize relevant content.

That concludes the two most common social media pain points that I’ve come across. What pain points have you faced while managing social media? What solutions have you employed to overcome them?

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