Social Media is a simple yet extremely powerful tool supporting nearly every marketing objective from brand awareness to advocacy over the past few years. This value that social media offers, forces social media management teams to think more critically about their online marketing efforts as a whole.
However, despite all the potential social media has, marketers still struggle to fully embrace its effectiveness. 47% of marketers say that developing social strategies to support overall business goals is their number one challenge. And 22% of marketing leaders worry about their brand's social media strategy.
To understand what all challenges social media managers face and how do they deal with them, I reached out to my network of social media industry experts and asked them a simple question: What are the most significant pain points you face as a Social Media Expert in executing your day-to-day operations? And how do you overcome them?
Here's what they had to say.
- Lack of sufficient time to discover and create interesting content
- Targeting the right platforms and audience for maximum engagement
- Originality and lack of design resources
- Ensuring right sizes for social media graphics
- Keeping up with the ever changing world of social media
- Adopting a unique platform-specific approach
- Aligning social media strategies throughout different departments
- Staying up-to-date with latest trends on a daily basis
- Balancing the daily tasks
- Sorting across the most engaging content
- Getting to know your audience
- Limited social media budget
- Keeping up with the unwritten rules
- ROI on social media
- Scaling up the social media efforts
- Developing an effective social media strategy
- Dilemma of choosing between quality and quantity
- Managing and growing your community
- Tweaking the strategy for each social media platform
- Staying inspired, optimistic and consistently creating and executing strategies
- Lack of details from clients
- No proper funnel set
Lack of sufficient time to discover and create interesting content
Social media managers can face quite a few challenges in their day to day operations; or at least they do if they're not leveraging the right tools.
Time management, for example, is one of the most significant issues faced by marketers - there's never enough time to create the content needed, post it at the right time, research hashtags, get approval from managers and clients and so on.
And that is a big challenge - one that is only solvable by being super organized and by using the right social media management tools -- tools that help you plan your posts, create them quickly and schedule them on multiple accounts. And what's more, being organized is key: prepping your updates ahead of time, getting posts approved in time, ensuring you have extra content that you can use and so on.
Another huge challenge is, getting stuck and not being able to come up with great ideas in time. Because social media moves at such a fast pace, and you always need to come up with new ideas, this is entirely understandable. One way to solve this is to regularly brainstorm with your team and come up with multiple ideas in one go, as well as to follow similar accounts and influencers to help inspire you.
Statusbrew acts as a one-stop solution for all your problems. You can use Statusbrew to stand out from the competition by streamlining your publishing workflows, creating compelling content, and connecting with the right people. All in one place!
Targeting the right platforms and audience for maximum engagement
Social media is its own monster that needs care and attention to serve you in the way you intend (with the right strategy, of course). But even with the right goals and techniques to get there, managing social media accounts can still have its challenges:
Leverage each platform for maximum engagement
Twitter, Facebook, Instagram, LinkedIn; they all serve a different purpose, and your audience utilizes them for a specific reason (even if it's subconscious). Finding ways to align those purposes with what the audience wants to see and engage with can be a game of trial and error.
Understand who your audience is and what they want to see
In comparison to public speaking, posting to social media is a curated effort and is tailored to a specific audience. Knowing who they are so that you can keep their interest can be difficult. It's about listening to them, too. It takes patience. Refrain from sounding the same in all your posts. Variety is the spice of life. It can draw new eyes to your content. But when it's a one-person show, it can be a challenge to be the voice for the hundreds of people in your company.
Originality and lack of design resources
For me, one of the most challenging parts of social media management is coming up with new content ideas to stand out in the sea of sameness. It's easy to fall into a routine of repeating the same types of content (e.g., new blog post announcements, new course launches, upcoming webinar promotion, etc.) to keep up our social presence on multiple channels. There's a real challenge in curating new and out-of-the-box content.
That leads to another challenge I often face: lack of design resources. Our in-house design team is overloaded with design projects outside of social media, so finding and coming up with creatives is something that I often have to do on my own. This is time-consuming.
Lastly, organic social media is hard to measure. Given our industry (CRO, digital analytics, and growth), it's imperative that I'm able to clearly measure ROI on all of my efforts spent on social media and communicate that with data back to the team. Tracking engagement and other social KPIs are siloed into various social platforms. I've yet to find a tool that consolidates all of that data accurately into one central repository. This is a time consuming, manual process right now.
Statusbrew is a complete social media analytics suite that gives you a comprehensive view of all your social efforts and how your engagement translates into business success in one place.
Ensuring right sizes for social media graphics
Honestly, I think the biggest challenge I face right now is creating content that fits all social networks. Also, because I create so much visual content, making sure that a graphic will meet the different "recommended sizes" of each social network is a significant pain point.
Related: Read our guide on Social Media Image Sizes 2019 + Infographic
Keeping up with the ever changing world of social media
Probably the biggest challenge that I experience as a social media manager is keeping up with the latest updates of each social media platform because each update would impact our social media process. For example, when Twitter limited auto-cross-promotion of the same content/tweet on different twitter accounts, we had to think fast and act fast because some of the twitter accounts we handle won't have anything to post because of this. And don't get me started with YouTube Analytics, which changes almost every month. But you know, some of these changes are necessary and most of it we're thankful that it happened.
How do we overcome this? We have a good leader on our social media team, Vengreso CEO Mario Martinez Jr. who keeps us focused on what we need to do to find a solution... we meet.. we plan.. we execute. AND this is important... we are also fortunate to have a great social media tool, E clincher, who was able to adapt to these sudden changes. That's it.
Adopting a unique platform-specific approach
There are many challenges to daily social media management, but so many of them can be bundled together under the problem of creating meaningful content that ignites a spark with audiences across various social platforms. When you think about it, content that’s bright and fresh is what captures attention and gets people engaged. Coming up with content that effortlessly accomplishes this daily can be a struggle, especially once you start considering the nuances of each platform. The response you get to a post on Twitter might be completely different than what you receive on Instagram.
Fresh, meaningful content is what fuels interactions, which are necessary for gaining any traction out of a social media campaign. But how useful content is defined changes between audiences. Discovering how to reach, deeply engage and encourage audience interaction most effectively requires a platform-specific approach, even if it’s just in the minor details.
The solution begins with getting to know your audiences on a personal level, not just by their demographics. Then analyzing each platform separately, followed by looking at them all together for a more cohesive snapshot of who you’re reaching and who you’re missing the target with. Too often, assumptions are made about social media audiences, and it results missed opportunities.
Finally, going all in on varied content strategy – video, podcasts, blogs, infographics, memes, etc. – until you find what sticks and generates the engagement you’re looking for.
Aligning social media strategies throughout different departments
Another problem for any social media manager is getting other areas of the company to share what is happening in their business. Many do not see their day to day progress as newsworthy; but, it may very well be for the social media manager.
Social Media Managers often need to push to be invited to meetings for business development, operations as well as the more obvious sales and marketing meetings to be able to find opportunities to both help these other areas but also generate strong content for social channels. So many aspects of a business (from a company recycling program, the product launch date or even a new hire) can be essential and relevant for social media.
Getting team leads thinking of their ongoing business progress as potential social media posts take time but can be fun for everyone involved once you get that ball rolling. I have found that training employees from other business groups can help this.
My tip: push to get yourself invited to the meetings for each business sector and keep reminding teams of what could be social media relevant.
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