If you have recently hired a social media agency, freelancer or new team member to drive your social media marketing, then read this blog. It will show you 7 pragmatic tips for how you can empower your social media marketer to deliver amazing results for your business.

You will have spent considerable time looking for the right supplier, reviewing various proposals, meeting potential freelancers or recruiting a new team member. Your work is not done yet.

Now it’s time to make it easier for them to get to know your brand, sector and customers so that they can truly connect with your target market through powerful content and engaging social media marketing.

Social media is all about connecting with people. The more you invest in your relationship with your social media manager the better results you will get.

Social Media Manager

1. Don’t rush the all-important strategy development stage

Whether you are already on social or simply looking to optimise your existing social media marketing, your social media manager will need plenty of time to understand your business, sector and audience.

Commit to a time in your diary to go through their questions, to learn more about your business and your marketing needs, positioning and aspirations.

Arrange access to customer facing team members, as this will help them create user personas which will guide the content strategy. Whilst everyone would like to see immediate activity after engaging a social media manager, thorough strategy work will set you up well for future success.

Here are the steps that a social media expert trained by Digital Mums will undertake to develop a strategy and deliver your campaign:


10 steps for developing a social media campaign


2. Make your life easier by sharing your Google Analytics and customer data

It’s important to measure social referrals, but also for your social media manager to understand what areas of your website are most successful or need more promoting.

This will guide the creation of new content. A good social media manager will look to re-purpose some of your most successful content.

3. Don’t underestimate the value of your existing diary to provide content 

Provide regular updates on what the business and sector is up to. Such topical content will make your social media activity more lively and perform better. Support their campaign by live tweeting and posting from all trade events.

There is always a buzz around trade events and by letting your social media manager know which ones you’re planning to attend; your company can tap into this.

Using events hashtags, shows you’re keeping up-to-date with the latest trends, are interested in making new contacts and increases your reach. Events hashtags often trend, so your posts will reach a wider audience.

If you had an interesting meeting with a client or supplier, let your social media manager know, so that they can post something about it.

4. Transform your social media manager into an expert in your field

If you are a member of a professional body, or receive industry email updates, share these with your social media manager. This will make it easier for the social media manager to quickly gain knowledge of your sector and its key influencers.

Supply company brochures, merchandise, newsletters and proposals, so that your social media manager can get to grips with how you communicate to your audience. I was once sent a parcel containing branded chocolates, a mug, tender documents, pens and notebooks.

All helping me to learn more, feel energised while working for the client and being a part of the company.

5. A good visual can speak a thousand words 

Yes, we can all use stock photography to liven up our social channels, but there are many ways to enhance these. For example, take photos at events, during team meetings and other suitable occasions – these will add authenticity to your brand.

Recognise that visuals on social media work differently than in the offline world, trust the recommendations of your social media manager who will know what works well across the different platforms, and will use social analytics to access data that shows which images perform well with your audience.

6. Invite your social media manager to team meetings or client events

This will allow your social media manager to better understand your company culture and build rapport with contacts who can supply valuable client testimonials, team updates and sector news.

Integrating social media into the DNA of your company communications will be so much easier if everyone has met the social media marketer in person.

I was once invited to a Christmas party for clients, staff and suppliers. It enabled me to put the feelers out for obtaining some testimonials and get a real feel for what our clients and their challenges were like.

Once team members had met me, they were more likely to share the content across their networks, increasing the reach of our posts.

Involve your team in developing ideas for content. One of my clients recently moved offices. A colleague then wrote a fantastic ‘we’ve just moved’ blog, which a remote social media manager would not have been able to write with the same level of speed and authenticiy.

If your social media manager can’t join you at any events, again share photos and a couple of bullet points of what happened.

7. No more excuses for missing your regular social media catch-ups 

Yes, you can easily outsource your social media management, but it will still need your input on a regular basis to make it work well. We recommend that you both speak at least once a fortnight and make time to read monthly reports for all your channels on quieter days.

A well-trained social media manager will be an expert at researching new trends and reviewing social media KPIs, and using this to optimise future performance. It is worth you going through the recommendations with your social media manager and listen to their feedback and new ideas.

Social media platforms are always evolving and it’s your social media manager’s job to ensure your business takes advantage of any new trends and tactics.

In turn, you will have more opportunity to gather valuable data about your customers from your social media manager. What are their concerns and how can you address them?

If you stick to the recommended 80:20 guide for curated content versus own brand content, you can still test which of your marketing messages and hooks are most likely to work.

For example, does your audience engage with humour or are they more likely to respond to survey data or inspirational quotes. All of this valuable feedback should feed into your general marketing and PR.

We hope reading this blog has offered you some great insights. Whether you have an in-house team member, agency or freelancer looking after your social media management, it’s time to shake things up a bit. Do you want to explore more tips to empower your social media manager? Read the second blog in this series.

Here at Lollipop Social, we are passionate about helping businesses connect with their customers on social. If you would like read more of our social media tips, join the conversation @Lollipop_Social.

Have you recently engaged a social media manager? What are your tips, why not share them in the comments field below?