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What is social media management?

Social Media Management is the process of creating social media content and engaging with its audience whilst including the scheduling and analysis of social media content. Social media managers create content for social platforms such as Instagram, Tiktok, Linkedin, Snapchat, Twitter and Facebook that work in favour of a brand’s public image, reputation and increase a brand’s consumer base. This also includes attracting a social media audience and searching for new opportunities to grow a brand’s reach and social media visibility through impresssions.

How is it done?

This is done through the creation of social media marketing campaigns and daily work such as the curation of published images, videos and articles. Social media management needs to ensure that all social media content is relevant to the brand’s target consumers. Social media management is used as a critical component of a company’s marketing and PR strategies to enhance a brand’s favorability and reputation but also to maximize the organic nature of user influence. This involves planning a strategy that engages the brand’s social media community, understanding how content spreads, optimizing technology to work for social media messaging and writing creatively. Social media management requires practitioners to be aware of the latest digital marketing trends as well as what informs these trends in a social context.

Why do we do it?

Considering the nature of social media and the ease at which its content can be manipulated, social media management should work to enhance the trust built between the brand and its consumers in an authentic way. This is important because brands ultimately cannot control external influences on social media engagement with their brand, and brand authenticity and transparency have become key drivers in what shapes brand reputation and in turn the brand’s ability to meet business goals. The rise of social media has seen social platforms become a set of channels that are the most accessible to and most used by a company’s target markets.

Social media can also be used to enhance a brand’s media and press relations.

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