Social Network

What should the SMM manager talk about with the customer? Spoiler alert: SMM is difficult

Why do you need SMM

Before starting social media profiles, you should understand why you need it at all. What results do you expect from social media? Either way, your content will serve one or more of these purposes:

  • Brand Awareness: recognition, detachment from competitors, getting into the top of mind of the audience, communicating your philosophy and all goals that are solved with the help of maximum reach and media pressure.

  • Actions: transitions to the site, interactions with your content, start of correspondence, application downloads, etc. Any audience activity that we stimulate.

  • Support: providing advice, service, answering frequently asked questions, processing negative.

Social media is a unique channel because your entire sales funnel can be implemented here: from generating needs to generating leads. But this should be a long-term and systematic work that is subject to a marketing strategy. Which, in turn, is part of the business strategy. Therefore, the first step is to answer yourself the question: why do we need it ?

It seems that everything has become clear: we go to social networks in order to increase sales, strengthen the image of an innovative / responsible / youth brand, form a base of loyal housewives / investors / gardeners (underline the necessary).

And now we run into the first reason why you won’t succeed:

Audience doesn’t care about you

What is the value of your content? Why should I subscribe to you? What happens when my friends see this post like? Such thoughts reach your audience in a couple of seconds of contact with your content in their feed. So let’s show a bit of empathy and think about audience motivation. So far, humans obey only two types of motives:

  • Rational: discounts, promotions, promotional codes, all kinds of freebies, useful and unique information.

  • Emotional: jokes and memes, social factor (here are 10 of my friends), visually appealing content, inspiration, sense of belonging.

And now the obvious, but extremely important conclusion: content strategy is the intersection of your interests and the interests of your audience .

Let’s move on to the strategy

When we know what we want to convey to our audience, and understand their expectations and motives, it’s time to move on to specific actions. Namely, to create a content strategy. It sounds scary, but life is easier than it seems. If you follow a clear plan:

  • We conduct a competitive analysis.

  • Select sites and determine the frequency of posting.

  • We form our own content categories.

  • We understand how we will create content.

  • Deciding how we will promote and measure the effectiveness.

Editorial. Site owners will find the following articles from our blog useful:
“Mistakes in promoting a business on social networks”
“Three ways promoting local business “
” 4 ways to reduce the cost of advertising on the social network Facebook “
” How to learn to write for social networks? ”

Let’s see what competitors have

Identify up to 5 brands that you are competing with for audience attention. These can be direct competitors or competitors in a category. See what they publish, how often, on what platforms they are represented. What is better and what is worse reaches the audience. This can be done manually or using social media analytics services like Popsters. It will show the number of interactions with the content and posts for the selected period of time, sort the content according to the specified criteria.

Screenshot of the Popsters pivot table. For example, we analyze three coffee shops in the center of Kiev for the period “October-December 2019”

Another tool for analyzing competitors is an ad library on any Facebook page. All active competitors’ advertisements can be seen here.

Advertising library of the Ukrainian page Ford

Even with minimal analysis, you will have an idea of ​​what your competitors are doing on social media, what metrics to target, and how your audience interacts with different types of content.

Site selection and posting frequency

You DO NOT need LinkedIn, Twitter, Facebook, Instagram, TikTok and YouTube profiles at the same time. Instagram and Facebook are often enough for Ukrainian B2C brands. Do not forget that Instagram Stories is a separate platform for which separate content is created and where free coverage has not died yet. And if you plan to create regular and useful video content, spending money on quality production, it makes sense to think about YouTube.

Now we determine the frequency of posts. Much depends on the specifics of your business, budget, number of headings and audience segments that you want to cover. The main thing to remember: more is not better.. For some brands, 4 posts per month are enough with a weekly boost each. Better to get confused with creating a few high-quality and bright posts, instead of meaningless “Good morning” and “Have a great weekend.

Content headings. We sell housing on Mars

So what to write about? Let’s say you’re a developer building a residential complex on Mars. You have no competitors (hello, blue ocean on the Red Planet). Strategic goals of your business:

  • Formation of demand for a new product in the real estate market.

  • Overcoming the pains of target audience and barriers to purchase (how suitable are the living conditions, is there an infrastructure, can cats live on Mars?).

  • Reporting that life on Mars is cool, fashionable, and in general, how do you like that, Elon Musk?

What could be of interest to the audience?

  • Discounts on housing and freebies;

  • impressive unearthly landscapes;

  • interesting news from the world of technology and their implementation in LCD;

  • communication with like-minded people and meeting future neighbors;

  • feeling special, belonging to the pioneering caste;

  • getting advice, answers to FAQ.

Our content is at the intersection of interests:

  • Informational posts about discounts, robot assistant for the first 100,000 colonialists.

  • Infographics, where we prove the suitability of conditions for living on the planet: oxygen level, air humidity, soil suitability for agriculture, a visual comparison of these indicators with earthly ones.

  • Views from the window, 360 panoramas, bright Martian landscapes, instagram locations.

  • Promote UGC: Goodies and bonuses for those who have already settled and regularly share photos and life stories. Active sharing of user-generated content on their sites.

  • Grocery posts with photos of the housing itself: design, voice control, energy generation.

  • Live interviews with LCD creators, scientists, technicians and pilots – everyone who is involved in the project in one way or another and is competent to answer the target audience’s questions.

  • Situational content.

Any content must fulfill one or more tasks: sell, entertain or educate. There should be no random posts on your profile. When you open any of your posts, you should clearly understand exactly what purpose it pursues.

To make the content as easy to perceive as possible, do not forget to adapt it for each site. Edit the aspect ratio of graphics, insert titles into videos, add stickers to stories, and most importantly, experiment with all available formats.

Content sources

With the story of the Martian habitation, the sources for the content are clear. What should any other business do?

Conventionally, content can be of two types, depending on the approach to production:

  • Craft : photo sessions in interesting locations, original product photos in an unexpected context, shooting your own videos, interviews, product demonstration in action. All production and postproduction is here for you.

  • Let’s call the second type stock: when you already have at least a visual source from the photo stock, and you supplement it with a product, make edits or use it as it is. It can be all kinds of backgrounds, abstractions, 3D models, landscapes, subject photos, etc.

There is nothing wrong with using stock sources if:

  1. they are relevant in the context of your post;

  2. you are using them legally;

  3. your finished visual doesn’t look jagged. To avoid this, do not use “plastic” people with unnatural smiles from ear to ear and obviously staged photos. And if you add a product, then do it as organically as possible: observe the proportions, watch the shadows, make the final visual look as natural as possible, and the designer’s interventions are invisible.

Is creative content important? It is clear that any content is already creativity. But creativity, in the sense of something original, non-standard, hype, is not appropriate for all brands and is not adequately perceived by all people. On the other hand, this does not mean that you need to be trivial and boring. Just critically evaluate how interesting you are, and whether your hype will be on the verge of a foul.

If you are already confused in this stream of consciousness, here is the main point of the entire paragraph: common sense is more important than creativity .

There is no escape from numbers

Once you publish content, define what you expect from it. Content performance can be measured by two main metrics:

  • coverage,

  • engagement.

If you are an FMCG brand that sells a product for the mass market, reach is important to you. It is difficult to imagine a community of loyal wet wipes users who would develop discussions, actively engage in content and create a community.

If you’re a board game or comic book store, your audience is geeks. Accordingly, your activity will be focused on interacting with these people and, equally important, their interaction with each other. Here, engaging posts with polls, memes, life hacks, holivars are already in use. Anything that will stimulate the involvement of target audiences.

In order to somehow digitize our goals, we set ourselves KPIs:

  • For a reach strategy, this can be the total page reach or the average reach of each post.

  • To measure engagement, you can use the absolute number of interactions with the content or the Reach Engagement Rate:
    amount of interactions / coverage * 100%.

But against the backdrop of the looming hiding of likes on Instagram, we will drive more and more brands to reach KPIs.

And in order to more or less adequately predict and achieve our targets, do not forget about the promo. Without promoting posts in social networks, you will simply waste your budget, since almost no one will see them. Therefore if you are already investing in content production, take care of its distribution .

Instead of conclusions

As a result, I would like to emphasize that SMM is a regular, systematic and sometimes difficult work. Therefore, jokes about schoolchildren who are text messages have long lost their relevance. To maximize your content for your content, do not spare resources, follow your strategy and guidelines, track trends and combine social media with other marketing communication channels.

The course “Effective SMM: Promotion of Projects in Social Networks” is designed for those who want to master a new profession of an SMM specialist. You will be able to independently create a plan for publishing content, learn how to launch advertising campaigns and analyze their results. Bring leads and sales from social networks to customers.


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