September 21, 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 typically share these core tasks:

  • Develop a social media technique
  • Create and publish social media content material
  • Create and handle social media adverts
  • Interact with followers and influencers
  • Analyze and report on metrics

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

However social media administration may also help even the smallest companies generate income. It will probably even allow you to to construct a private model.

Under, we’ll talk about why social media administration is essential in your model. And the way to handle your social media presence.

Social media administration is necessary as a result of platforms like Fb, Twitter, and Instagram current enormous 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.

When you don’t use social media, you miss out on worthwhile alternatives to achieve and have interaction 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 frequently attain a whole bunch of hundreds of individuals. And generate tons of feedback, shares, and likes. 

Wendy’s twitter engagement

All this creates plenty of constructive consideration for Wendy’s. Which might drive folks to their eating places.

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

Social media administration is the way you preserve profiles that elevate 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 lets you publish 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 carry every little thing collectively in a single place. Additionally they present extra insights to information your social media technique.

Under, we’ll cowl techniques for social media administration success. And instruments you should use 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 accordance 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 precise platforms in your model rely on who you’re attempting to achieve. 

For instance, many individuals use Pinterest to get residence 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 search out the most effective platforms in your model, decide the place your audience spends time. 

Semrush’s One2Target device may also help. Select your location, enter the domains of as much as 5 rivals, 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 odds present what share of every rival’s viewers makes use of that platform.

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

One2Target Behavior showing social media platforms

Tip: Use the data on this report back to be taught extra about your audience and the forms 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 rivals 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 concept of potential attain (or the full 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 rivals. 

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

The place is your time finest spent?

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

However you should use the following pointers that will help you determine which social media platforms to prioritize:

  • Begin small: It’s higher to handle one platform properly 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 chance of spreading your self too skinny.
  • Play to your strengths: Begin out on platforms you’re conversant in. And stick with content material codecs you’re finest at. (Not less than at first.) For instance, most individuals discover textual content posts simpler than movies.
  • Decide comparable platforms: Repurposing content material throughout a number of platforms can prevent time. The extra comparable the platforms you’re utilizing, the simpler that is. So choose platforms that will likely be straightforward to cross-post to. For instance, in the event you create plenty of movies, you would possibly pair the video platform YouTube with one other video-friendly platform.
  • Do a trial run: As a take a look at, create every week’s price of content material for the platform you’re contemplating. This could offer you a good suggestion of the assets required.

Do you already personal model accounts? Solely preserve them if they’ve robust potential. Or they’re already performing properly. In any other case, deal with what’s working till you may have 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 preserve 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 folks 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

Need to change an present deal with? Take a look at the social platform’s assist part for steerage.

Profile Photos

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

Most companies use their brand.

Semrush logo as instagram profile picture

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

kimkardashian instagram profile picture

Some platforms help 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 brief description that seems on a social media profile. Clarify what your online business does and why somebody ought to observe you. Attempt 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, resembling your web site URL and phone particulars. This makes it simpler for social media customers to find out about and have interaction 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 online business. (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, you need to. To construct belief with customers. 

Privateness Settings

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

For instance, “Public Tweets” are seen to folks on and off Twitter. They’re eligible to seem 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 “Defend your Tweets.”

protect (or unprotect) tweets checkbox

Additionally verify “Enable message requests from everybody” on Twitter. In any other case, it will likely be tough for folks to privately message you. Which might hinder your customer support objectives.

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

Allow message requests from everyone checkbox

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

Publish 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 folks uncover your model and offers them a cause to have interaction with you.

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

Create a Social Media Content material Technique

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

To begin, checklist the content material codecs accessible in your chosen platforms. It will allow you to brainstorm viable concepts.

For Instagram, your checklist would appear like this:

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

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

Subsequent, brainstorm the forms of content material you may create for every format. Similar to case research, tutorials, or product demos. (Get extra concepts from this checklist of social content material sorts.)

Slim it right down to the most effective concepts by answering the next questions:

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

Preserve your notes collectively in a doc.

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






Buyer photograph


Ask clients to share photographs utilizing #GoPro


Excessive sports activities movies


Sponsor excessive sports activities folks


Prime ideas


Picture modifying software program

Right here’s an instance of a ensuing publish:

gopro instagram post

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

The “Prime Content material by Channel” part showcases posts with the most effective engagement. (From rivals’ profiles and your personal.)

Top Content by Channel channel

Subsequent, determine how typically to publish on every platform. And at what occasions.

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





4 to 6 occasions per week




4 to 6 occasions per week





4 to 6 occasions per week

4 to 6 occasions per week



4 to 6 occasions per week


Two or extra occasions per week

4 to 6 occasions 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 device reveals when your Fb and Instagram followers are on-line.

Simply go to the related tab and have 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 verify LinkedIn earlier than they begin their workday. 

Additionally have a look at your rivals to see after they publish and get essentially the most engagement.

Tip: Use our social media technique templates to get recommendations primarily based on the dimensions of your online business.

Set Up a Social Media Content material Calendar

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

Creating the vast majority of content material prematurely makes it simpler to perform the next:

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

This additionally provides 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 publish 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 publish on


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


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


The publishing date


The publishing time

Publish Subject/Sort

Preserve followers engaged with quite a lot of publish sorts and subjects


The textual content that will likely be utilized in your publish

Visible Sort

Preserve 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 Property

Hyperlink to any associated belongings, resembling weblog posts or merchandise

Hyperlink to Revealed Publish

Add the publish URL as soon as it’s printed

Upon getting your template, populate the calendar with concepts. Attempt to use a superb number of content material sorts out of your social technique. And take upcoming occasions under consideration.

Let’s say you needed to share GIFs and New Yr’s Day is arising. You would create an animated “Blissful New Yr” greeting in your followers.

Social media content template

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

Then convey your concepts to life by getting ready the content material.

Listed below are some ideas to remember: 

Textual content

Spell verify utilizing your browser or an extension like Grammarly.


Emojis can add persona to your textual content.


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


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

The ultimate step is scheduling your posts.

Semrush’s Social Poster device lets you 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 may publish updates to your profile.)

New post box in Social Poster tool

Alternatively, schedule your publish by every social media platform. 

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

Semrush’s Advertising and marketing Calendar has every little thing you want.

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

  1. Enter a title in your reference (e.g., “Instagram Publish”)
  2. Choose the related marketing campaign, if you want (e.g., “Product Launch”)
  3. Enter the date and time your publish must be printed
  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 achieved.

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 e-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 could be part of. And have interaction with developments that may increase your visibility.

Listed below are just a few methods to have interaction together with your followers: 

Monitor Model Mentions

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

That is referred to as “social listening.”

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

  • Tags: Somebody tagged your @deal with in a publish or remark
  • Replies: Somebody replied to your publish or remark
  • Direct messages: Somebody messaged you privately
  • Feedback: Somebody commented in your publish
  • Reactions: Somebody reacted (e.g., “Preferred”) your publish 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 technique 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 every week or so on every social platform.

For instance, in the event 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 constructive or adverse sentiment.

At all times reply to adverse feedback first. Addressing points shortly, 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 constructive, 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 a part of and Begin Conversations

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

twitter search competitors and influencers

Comply with 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 fascinated with.

add topics you are interested in on twitter

Then, take a while every day to establish main speaking factors (and common posts) in your feed. And get entangled when you may 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 folks speaking. 

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

On TikTok, manufacturers faucet into trending sounds and memes to generate engagement. The positioning’s Creative Center may also help you discover what’s scorching.

Creative Center on TikTok

Amplify Others

Whenever you share another person’s content material, they’re extra prone to interact together with your publish. Which might get you in entrance of their viewers.

example of sharing someone else’s content on Instagram

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

For the most effective 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 advocate following these tips when amplifying another person’s content material:

  • Share content material from creators that make sense in your model (i.e., creators in the same area of interest or creators who instantly 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

Increase Your Attain with Advertisements

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

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

One choice is native promoting. That is while you create an everyday social media publish. However pay for it to seem in additional folks’s feeds.

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

example of sponsored post on Instagram

And “Promoted Advertisements” on Twitter.

example of Promoted Ad on Twitter

Native adverts allow you to construct an viewers, particularly within the early levels of social media administration. And so they’re very best for drawing consideration to necessary posts.

However there are many different advert codecs accessible.

On YouTube, you may 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 may 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 forestall overspending.

Plus, most platforms enable exact advert focusing on. As a result of they’ve plenty of knowledge on their customers. 

For instance, you may goal Fb adverts primarily based on the next:

  • Location
  • Demographics
  • Conduct
  • Pursuits
  • Connections

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

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

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

In order for you inspiration from rivals’ 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 forms of advert artistic carry out finest
  • And far more
AdClarity app overview

Influencer Advertising and marketing

One other common tactic is influencer advertising and marketing. This entails 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 preferred persona. 

Use the BuzzGuru Influencer Analytics app to seek for influencers utilizing key phrases and filters. That means, you will discover the most effective match in 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 reveals you what’s working and what isn’t. So you may enhance your social media administration and continue to grow.

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

Test your particular person profiles every month. Or view every little thing 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, resembling likes, feedback, clicks, and replies.) 

Engagements are extremely constructive alerts that you just’re doing one thing proper. And engaged followers could also be extra prone to turn into clients.

Measure your engagements within the Social Tracker. You’ll discover rivals’ knowledge within the overview tab. Which might present context—and offer you one thing to goal for.

Engagement tab in the Social Tracker.

To observe 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 charge (“Eng. charge”) 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 means, you’ll see which posts carried out finest in your chosen time interval. Then search for developments in publish sorts, hashtags, and occasions.

Eng. rate column sorted from highest to lowest

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

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

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 in your personal enterprise, you should use the toolkit to schedule posts, observe 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.