March 20, 2023

Social media administration is the strategic use of social media to develop audiences and income. It helps you obtain model objectives in advertising and marketing, gross sales, and customer support. 

Social media managers usually share these core tasks:

  • Develop a social media technique
  • Create and put up social media content material
  • Create and handle social media adverts
  • Have interaction with followers and influencers
  • Analyze and report on metrics

Some companies have a devoted social media supervisor or a group dealing with these actions. Others outsource to freelancers or social media advertising and marketing businesses.

However social media administration can assist even the smallest companies generate income. It could possibly even show you how to to construct a private model.

Beneath, we’ll focus on why social media administration is essential to your model. And handle your social media presence.

Social media administration is essential as a result of platforms like Fb, Twitter, and Instagram current big income alternatives to manufacturers. And so they’re free to make use of.

Round 4.8 billion people use social media. And so they interact with manufacturers in numerous methods. They view content material. Click on adverts. Ask questions.

Should you don’t use social media, you miss out on beneficial alternatives to succeed in and interact your audience (i.e., individuals who will purchase from you).

For instance, Wendy’s has 3.9 million followers on Twitter. 

Wendy’s twitter followers

Their posts usually attain a whole bunch of 1000’s of individuals. And generate tons of feedback, shares, and likes. 

Wendy’s twitter engagement

All this creates lots of optimistic consideration for Wendy’s. Which may drive individuals to their eating places.

Plus, a disorganized method to social media can do extra hurt than good. Empty feeds and poor-quality content material mirror badly in your model. And will discourage individuals from doing enterprise with you.

Social media administration is the way you keep profiles that increase model consciousness, drive gross sales, and increase buyer satisfaction.

You possibly can handle social media utilizing native instruments—i.e., the instruments accessible on the social platforms themselves. For instance, Twitter permits you to put up tweets, reply to direct messages, and examine analytics.

However many companies use third-party social media administration instruments. 

These make it faster and simpler to handle a number of accounts. As a result of they create all the pieces collectively in a single place. Additionally they present extra insights to information your social media technique.

Beneath, we’ll cowl ways for social media administration success. And instruments you should utilize for every step.

Select the Proper Platforms

You possibly can handle social media accounts on a number of platforms. 

These are the main social media platforms entrepreneurs use worldwide, in keeping with Statista:

  1. Fb (90%)
  2. Instagram (79%)
  3. LinkedIn (61%)
  4. YouTube (52%)
  5. Twitter (43%)
  6. TikTok (18%)
  7. Snapchat (4%)

However the fitting platforms to your model depend upon who you’re attempting to succeed in. 

For instance, many individuals use Pinterest to get dwelling decor inspiration. So it’s nice for manufacturers like IKEA. As of March 2023, IKEA will get greater than 10 million views on their Pinterest boards each month.

IKEA on Pinterest

Whereas plenty of tech lovers hang around on Discord. So manufacturers like Samsung are current there.

Samsung on Discord

To seek out the very best platforms to your model, decide the place your audience spends time. 

Semrush’s One2Target software can assist. Select your location, enter the domains of as much as 5 opponents, and click on “Analyze.”

One2Target tool

Go to the “Conduct” tab.

Behavior in One2Target

You’ll see social media platforms so as of recognition. The chances present what proportion of every rival’s viewers makes use of that platform.

For instance, available in the market proven beneath, most of your opponents’ audiences use Fb and YouTube. Write down your findings for later. 

One2Target Behavior showing social media platforms

Tip: Use the knowledge on this report back to be taught extra about your audience and the kinds of social content material they could like. For extra recommendation, try our information to defining your audience.

Get additional insights by seeing which platforms your opponents use.

Most companies have social hyperlinks of their web site footer. Exhibiting which platforms they’ve prioritized.

social links in website footer example

Their follower numbers give an thought of potential attain (or the whole quantity of people that see their content material).

follower numbers highlighted for gymshark

Whereas views, likes, feedback, and shares showcase potential engagement.

post likes highlighted for gymshark

Brief checklist the platforms that ship the strongest attain and engagement for opponents. 

When you’ve created your checklist of potential social platforms, you must prioritize.

The place is your time finest spent?

Sadly, there’s no strategy to know for positive. There are too many elements at play. 

However you should utilize the following tips that will help you resolve which social media platforms to prioritize:

  • Begin small: It’s higher to handle one platform nicely than a number of platforms poorly. Begin with one or two accounts and construct your model’s social media presence over time. This reduces the danger of spreading your self too skinny.
  • Play to your strengths: Begin out on platforms you’re accustomed to. And persist with content material codecs you’re finest at. (At the very least at first.) For instance, most individuals discover textual content posts simpler than movies.
  • Choose related platforms: Repurposing content material throughout a number of platforms can prevent time. The extra related the platforms you’re utilizing, the simpler that is. So choose platforms that shall be simple to cross-post to. For instance, in case you create lots of movies, you would possibly pair the video platform YouTube with one other video-friendly platform.
  • Do a trial run: As a check, create per week’s value of content material for the platform you’re contemplating. This could provide you with a good suggestion of the assets required.

Do you already personal model accounts? Solely keep them if they’ve sturdy potential. Or they’re already performing nicely. In any other case, deal with what’s working till you have got the time and assets to develop any underperforming profiles.

Create and Optimize Your Profiles

Now it’s time to create (or optimize) your model profiles.

The method differs by platform. However maintain some finest practices in thoughts.

Social Media Handles

Many platforms require you to decide on a social media deal with. That is the alias your model goes by on the platform.

Intuitive and constant handles make it simpler for individuals to seek out your model. And tag you in conversations.

For instance, Semrush goes by “@semrush” on YouTube, Twitter, Fb, Pinterest, and Instagram.

@semrush on youtube

Creating a number of accounts? Use namecheckr to see what handles can be found.

namecheckr overview

Wish to change an present deal with? Try the social platform’s assist part for steering.

Profile Photos

Your profile image is the primary picture related to a social media account. Consistency throughout profiles makes it simpler for individuals to acknowledge your model. 

Most companies use their brand.

Semrush logo as instagram profile picture

Should you’re constructing a private model, you might use a high-quality headshot as a substitute.

kimkardashian instagram profile picture

Some platforms let you add further profile photos (e.g., the header picture on Twitter).

header image on Twitter Semrush

This may be a good way to advertise your newest advertising and marketing marketing campaign.


The bio is the quick description that seems on a social media profile. Clarify what your enterprise does and why somebody ought to observe you. Strive taking a look at your rivals’ bios for inspiration. 

For instance, Semrush’s catchy bio makes use of social proof and an emoji to seize customers’ consideration.

Semrush twitter bio

And fill in another fields, similar to your web site URL and call particulars. This makes it simpler for social media customers to find out about and interact together with your model.

Semrush about information


Social media verification is the method of proving that your model account is genuine. That it actually belongs to you or your enterprise. (And isn’t being run by an imitator.)

Most social media platforms show a “Verified” badge on verified profiles. Like this:

Semrush verified badge on instagram

If you will get verified, it’s best to. To construct belief with customers. 

Privateness Settings

Verify every platform’s privateness settings to make sure anybody can discover, observe, and call your model.

For instance, “Public Tweets” are seen to individuals on and off Twitter. They’re eligible to look in Twitter search outcomes and might even seem in Google.

In the meantime, “Protected Tweets” are solely seen to your Twitter followers.

To guard (or unprotect) your tweets, click on “Privateness and security” > “Viewers and tagging.” Then click on on the checkbox beside “Shield your Tweets.”

protect (or unprotect) tweets checkbox

Additionally examine “Permit message requests from everybody” on Twitter. In any other case, it is going to be troublesome for individuals to privately message you. Which may hinder your customer support objectives.

To try this, click on “Privateness and security” > “Direct messages.” Then click on on the checkbox beside “Permit message requests from everybody.”

Allow message requests from everyone checkbox

Bear in mind to assessment privateness settings on all of your social media accounts. Should you need assistance, try the platforms’ assist pages.

Put up Excessive-High quality Content material

The important thing to success on any social media platform is posting high-quality content material. Content material your audience finds useful, fascinating, or entertaining. It helps individuals uncover your model and offers them a motive to interact with you.

Strategically plan your social content material to earn followers and switch them into loyal prospects. Right here’s how:

Create a Social Media Content material Technique

A social content material technique outlines what kinds of content material to create. It’s a framework that helps you save time and keep on monitor towards your objectives.

To start out, checklist the content material codecs accessible in your chosen platforms. This may show you how to brainstorm viable concepts.

For Instagram, your checklist would seem like this:

  • Reels (movies as much as 90 seconds with a side ratio of 9:16)
  • Photographs (facet ratio between 1.91:1 and 4:5)
  • Carousels (as much as 10 movies and images in a single put up)
  • Tales (images and movies that disappear after 24 hours)

Tip: Go to the model assist heart in your chosen platforms for steering:

Subsequent, brainstorm the kinds of content material you might create for every format. Equivalent to case research, tutorials, or product demos. (Get extra concepts from this checklist of social content material varieties.)

Slender it all the way down to the very best concepts by answering the next questions:

  • Why will your viewers discover this content material beneficial? Will it educate, entertain, or encourage them?
  • How will you create this content material? Do you have got the assets you want?

Maintain your notes collectively in a doc.

Let’s say you had been doing social media advertising and marketing administration for the digicam model GoPro. The beginning of your Instagram technique would possibly seem like this:






Buyer picture


Ask prospects to share images utilizing #GoPro


Excessive sports activities movies


Sponsor excessive sports activities individuals


High suggestions


Picture modifying software program

Right here’s an instance of a ensuing put up:

gopro instagram post

To seek out out what content material performs finest in your area of interest, attempt Semrush’s Social Tracker. 

The “High Content material by Channel” part showcases posts with the very best engagement. (From opponents’ profiles and your personal.)

Top Content by Channel channel

Subsequent, resolve how usually to put up on every platform. And at what instances.

These are the commonest posting frequencies amongst B2C and B2B manufacturers, in keeping with Hubspot’s State of Marketing Trends Report 2022.





4 to 6 instances per week

Every single day


Every single day

4 to 6 instances per week


Every single day

Every single day


4 to 6 instances per week

4 to 6 instances per week


Every single day

4 to 6 instances per week


Two or extra instances per week

4 to 6 instances per week

The identical social media managers mentioned Tuesdays, Wednesdays, and Thursdays had been finest for engagement. Whereas 6 to 9 p.m. was the optimum posting time.

Semrush’s Social Analytics software exhibits when your Fb and Instagram followers are on-line.

Simply go to the related tab and take a look at the “When your followers are on-line?” part of your “Viewers” report. 

Social Analytics Audience report

In any other case, take into consideration key factors in your audience’s day. For instance, professionals would possibly examine LinkedIn earlier than they begin their workday. 

Additionally take a look at your opponents to see once they put up and get essentially the most engagement.

Tip: Use our social media technique templates to get options based mostly on the scale of your enterprise.

Set Up a Social Media Content material Calendar

Social media administration is extra environment friendly and efficient once you plan forward. 

Creating nearly all of content material upfront makes it simpler to perform the next:

  • Put together for upcoming occasions, like advertising and marketing campaigns and public holidays
  • Keep a constant posting schedule
  • Put up quite a lot of content material

This additionally offers social media managers extra time to deal with community engagement day-to-day.

One of the simplest ways to remain organized is with a social media content material calendar. It lays out what you’re going to put up and when.

Our free social media calendar template (click on to make a duplicate) consists of the next columns: 


The social media platform you’ll put up on


The day of the week (to match up with the date)


Whether or not your content material is deliberate, in progress, scheduled, or revealed


The publishing date


The publishing time

Put up Matter/Kind

Maintain followers engaged with quite a lot of put up varieties and subjects


The textual content that shall be utilized in your put up

Visible Kind

Maintain followers engaged with quite a lot of visuals (e.g., GIFs, movies, and nonetheless photos) 

Visible (Drive Hyperlink)

Hyperlink to your visuals when you’ve created them

Hyperlink to Belongings

Hyperlink to any associated belongings, similar to weblog posts or merchandise

Hyperlink to Printed Put up

Add the put up URL as soon as it’s revealed

After you have your template, populate the calendar with concepts. Attempt to use a very good number of content material varieties out of your social technique. And take upcoming occasions into consideration.

Let’s say you wished to share GIFs and New 12 months’s Day is developing. You might create an animated “Comfortable New 12 months” greeting to your followers.

Social media content template

Tip: For inspiration, try our checklist of the way to create partaking social media content material.

Then carry your concepts to life by making ready the content material.

Listed here are some suggestions to bear in mind: 

Textual content

Spell examine utilizing your browser or an extension like Grammarly.


Emojis can add persona to your textual content.


Related hashtags (e.g., #Vogue) in posts, feedback, and captions can develop your posts’ attain. 


Create eye-catching photos and movies utilizing a software like Canva, ensuring to customise the format for every platform.

The ultimate step is scheduling your posts.

Semrush’s Social Poster software permits you to concurrently schedule posts on as much as six social media platforms—Fb, Twitter, Instagram, Pinterest, LinkedIn, and Google Enterprise Profile. This protects you a ton of time. And it’s free for as much as 10 accounts.

Semrush’s Social Poster tool overview

(Google Enterprise Profile isn’t strictly a social media website. However you possibly can put up updates to your profile.)

New post box in Social Poster tool

Alternatively, schedule your put up by means of every social media platform. 

If scheduling isn’t doable, you’ll have to set a reminder for the optimum posting time utilizing a calendar app. And publish it then.

Semrush’s Advertising and marketing Calendar has all the pieces you want.

Click on “+ New Exercise” and do the next: 

  1. Enter a title to your reference (e.g., “Instagram Put up”)
  2. Choose the related marketing campaign, if you want (e.g., “Product Launch”)
  3. Enter the date and time your put up ought to be revealed
  4. Click on “Open in Editor
Semrush’s Marketing Calendar

Within the Editor, set the standing as “In progress” or “Requires approval.”

Then add any tags, captions, attachments, feedback, or duties. And click on the “X” when you’re carried out.

Semrush’s Marketing Calendar editor view

View your calendar, campaigns, actions, and duties any time within the Advertising and marketing Calendar dashboard. And control your electronic mail for notifications.

Marketing Calendar dashboard

Social media is meant to be social. And spontaneous. 

So don’t depend on scheduled posts alone. Monitor exercise in your area of interest to establish conversations you might be part of. And interact with traits that may increase your visibility.

Listed here are a number of methods to interact together with your followers: 

Monitor Model Mentions

It’s essential to know when individuals are speaking to (or about) your model. And reply successfully.

That is known as “social listening.”

To get alerts when somebody addresses your model immediately, change on notifications in your social media accounts for the next:

  • Tags: Somebody tagged your @deal with in a put up or remark
  • Replies: Somebody replied to your put up or remark
  • Direct messages: Somebody messaged you privately
  • Feedback: Somebody commented in your put up
  • Reactions: Somebody reacted (e.g., “Preferred”) your put up or remark

And the rest that’s related on the platform.

Or use Semrush’s Social Inbox to see Fb, Instagram, and LinkedIn mentions in a single place.

Semrush’s Social Inbox

You possibly can even ship responses right here. It’s an environment friendly strategy to handle a number of accounts.

Send responses directly from Social Inbox

To know when somebody mentions your model with out tagging, search your model identify (and customary misspellings) as soon as per week or so on every social platform.

For instance, in case you did social media administration for Gymshark, you’d search “gymshark” on Twitter like this:

gymshark twitter search

Or get automated updates with the Media Monitoring app. 

For instance, right here’s a report for Amazon that features model mentions on TikTok:

Amazon brand mentions on TikTok report

The app additionally signifies whether or not mentions have optimistic or adverse sentiment.

All the time reply to adverse feedback first. Addressing points rapidly, politely, and successfully can stop them from escalating.

Resolve personal and sophisticated issues through direct message (or one other personal channel).

If somebody posts one thing optimistic, responding (or reacting) can strengthen your relationship with them additional. And draw others’ consideration to their reward.

twitter post comment

Tip: For in-depth advice, enroll in Semrush’s free social listening course.

Be part of and Begin Conversations

To maintain monitor of conversations in your area of interest, observe opponents and influencers. Discover them by looking out related key phrases on every platform.

twitter search competitors and influencers

Observe them to see their content material in your feed.

Additionally subscribe to related subjects or hashtags, if doable. 

For instance, go to the “Extra” part, then “Subjects,” on Twitter. And click on the “+” icon on any subjects you’re keen on.

add topics you are interested in on twitter

Then, take a while every day to establish main speaking factors (and in style posts) in your feed. And get entangled when you possibly can add worth.

twitter for you section

On TikTok, many manufacturers touch upon different customers’ movies (particularly these going viral). This helps them get publicity and construct a personable model picture.

rare beauty brand comment on twitter example

Begin conversations, too.

Easy questions and prompts can increase engagement and get individuals speaking. 

Whereas references to trending subjects show you’re a part of the neighborhood. And show you how to increase visibility.

On TikTok, manufacturers faucet into trending sounds and memes to generate engagement. The location’s Creative Center can assist you discover what’s scorching.

Creative Center on TikTok

Amplify Others

Whenever you share another person’s content material, they’re extra more likely to interact together with your put up. Which may get you in entrance of their viewers.

example of sharing someone else’s content on Instagram

They may even return the favor at a later date. By sharing your content material from their account.

For the very best outcomes, amplify influencers in your area of interest. Individuals with a audience you wish to faucet into.

Repost their content material alongside your commentary.

Or share content material from elsewhere (e.g., weblog posts) and tag the proprietor.

We suggest following these tips when amplifying another person’s content material:

  • Share content material from creators that make sense to your model (i.e., creators in an identical area of interest or creators who immediately point out your model or product)
  • Amplify quite a lot of totally different creators
  • Proceed to dedicate most of your time and assets to authentic content material

Develop Your Attain with Adverts

Social media promoting will get extra eyes in your model. For a price. 

However you don’t want an enormous funds to get outcomes.

One possibility is native promoting. That is once you create a daily social media put up. However pay for it to look in additional individuals’s feeds.

Examples embrace “boosted” or sponsored posts on Fb, Instagram, and LinkedIn.

example of sponsored post on Instagram

And “Promoted Adverts” on Twitter.

example of Promoted Ad on Twitter

Native adverts show you how to construct an viewers, particularly within the early phases of social media administration. And so they’re superb for drawing consideration to essential posts.

However there are many different advert codecs accessible.

On YouTube, you possibly can piggyback on different creators’ content material with pre-roll adverts. Take this Disney+ advert on a jazz playlist, for instance.

example of ads on YouTube video

On LinkedIn, you possibly can ship sponsored messages to potential purchasers.

example of sponsored message on Linkedin

Many social media adverts work on a PPC (pay-per-click) foundation. This implies you solely pay when somebody clicks in your advert. And you’ll set a funds to stop overspending.

Plus, most platforms permit exact advert concentrating on. As a result of they’ve lots of knowledge on their customers. 

For instance, you possibly can goal Fb adverts based mostly on the next:

  • Location
  • Demographics
  • Conduct
  • Pursuits
  • Connections

And even create a “Lookalike Viewers” based mostly in your present buyer base.

This makes it simple to get your model in entrance of high-quality prospects. And maximize ROAS (return on advert spend).

It’s a good suggestion to start out with small campaigns. Monitor outcomes to see what works. Then continue to grow from there.

If you’d like inspiration from opponents’ campaigns, use the AdClarity app.

You possibly can see the next:

  • Which platforms they’re promoting on
  • Which advert codecs they’re utilizing
  • How a lot they’re spending
  • What number of impressions they’re getting
  • Which kinds of advert artistic carry out finest
  • And rather more
AdClarity app overview

Influencer Advertising and marketing

One other in style tactic is influencer advertising and marketing. This includes partnering with social media influencers in your area of interest. And paying them to advertise your model for you.

Instagram influencer marketing

This lets you faucet into a longtime viewers. And affiliate your model with a well-liked persona. 

Use the BuzzGuru Influencer Analytics app to seek for influencers utilizing key phrases and filters. That method, you’ll find the very best match to your model.

BuzzGuru Influencer Analytics overview

The app additionally has influencer recruitment, collaboration, and analytics instruments.

Measure Your Outcomes

Monitoring and analyzing social media outcomes exhibits you what’s working and what isn’t. So you possibly can enhance your social media administration and continue to grow.

It’s essential to measure viewers dimension. That is the variety of followers or subscribers you have got on every platform.

Verify your particular person profiles every month. Or view all the pieces at a look in Semrush’s Social Tracker.

Social Tracker overview tab

Nevertheless, it’s higher to deal with rising engagement. (The variety of interactions together with your posts, similar to likes, feedback, clicks, and replies.) 

Engagements are extremely optimistic indicators that you simply’re doing one thing proper. And engaged followers could also be extra more likely to grow to be prospects.

Measure your engagements within the Social Tracker. You’ll discover opponents’ knowledge within the overview tab. Which may present context—and provide you with one thing to goal for.

Engagement tab in the Social Tracker.

To watch the success of particular person posts, head to the “Posts” report within the “Fb” or “Instagram” tab. Or the “Tweets” report within the “Twitter” tab.

Navigate to individual posts in Social Tracker

Engagement fee (“Eng. fee”) is a key metric for comparability right here. (Go to our information base to be taught the way it’s calculated.)

Eng. rate column highlighted in Social Tracker

Click on on the column head to kind from highest to lowest. That method, you’ll see which posts carried out finest in your chosen time interval. Then search for traits in put up varieties, hashtags, and instances.

Eng. rate column sorted from highest to lowest

Findings right here will show you how to hone your content material technique. 

Let’s say your picture posts outperformed textual content posts on Fb. Subsequent month, you possibly can make investments extra time in imagery. And see if it improves your total engagement fee.

For an in depth breakdown of metrics by platform, try “Social Media KPIs You Ought to Be Monitoring.”

Social Media Posts: What to Track infographic

Semrush’s Social Media Toolkit saves you time on social media administration. And supplies insights to enhance your model’s technique.

Whether or not you’re a social media supervisor or run social accounts to your personal enterprise, you should utilize the toolkit to schedule posts, monitor efficiency, and extra.

Create your free account to benefit from advertising and marketing and customer support alternatives on Fb, Twitter, Instagram, LinkedIn, Pinterest, and YouTube.