SOCIAL – How To – Optimise Social Media Accounts
Purpose of this How To Guide: To instruct Social and Paid Media Executives on what is expected of them when performing a Social Media Optimisation Task.
Applicable to: Social and Paid Media Executives, Account Manager and Leads
Customers: All with Social Media Optimisation
Timescale: To be completed by the task due date and within the allocated time
Introduction
Some social media clients are allocated time in their budget for ‘Social Media Optimisation’. This is time spent not creating posts to be scheduled but ensuring their social media platforms are in good working order.
The purpose of optimisation is to ensure that all the client’s social media platforms are the best they can be, to grow followings, to generate ideas in order to improve the overall quality of a clients’ social media output, and to ensure users who visit the client’s pages have a good experience.
You can find if a client has optimisation by going into a monthly contract, viewing all task and searching for optimisation.
Optimisation Checklist
When presented with an optimisation task, unless specific instructions are given, please follow the checklist below prioritising what you know the account needs more urgently.
- Checking notifications and messages on all platforms – check the notifications and messages on Facebook and Twitter to see if there are any issues or people looking for a response.
- Looking at all platforms for branding needs – see if profile pictures/cover photos are outdated, using the wrong colours or logo, or in the wrong dimension
- Looking at all platforms for opportunities to change bios/descriptions/opening times etc.- Check the ‘About’/Information sections of all platforms and ensure all information is relevant and up to do date
- Research into industry influencers, hashtags and client competitors – Competitors are listed under the ‘Insights’ tab of Facebook. Look and see how these competitors use social media, any hashtags they use and make notes in the customer’s Ideas Bank document in One Drive.
- Looking at Facebook Insights & Ad Insights for performance, what posts are working/aren’t working – In the Insights section of Facebook, you can view individual posts and look at their respective reach and engagement. We can then judge what styles of post generate engagement for the next social media management task.
- Following/Unfollowing on Twitter – In a clients’ Twitter account, unfollow accounts that do not follow the client, and follow accounts relevant to the industry.
- Adding products to FB shop if applicable
- Updating Pinterest if applicable – Pinterest management covered SOCIAL – How to – Manage a Pinterest Account.
- Checking over ad performance if applicable – Log into Ads Manager and review the performance of clients’ social media adverts. Ensure they’re running with no issues, and if they are, look into a possible fix but communicate with the Account Manager prior to making any changes.
- Adding connections on LinkedIn if applicable – for clients who have a personal LinkedIn profile managed by us, add connections relevant to their line of business. Be careful not to add any competitors.
Time Allocation
The time spent on each of these tasks will depend on the platforms the client uses (you can view these in the Assets folder in Accelo). You will have to make a judgement on the best use of time – clients with a large twitter following don’t need all the time spent on unfollowing/following.
When Complete
Write an ‘Executive Summary’ as your last note on the task, listing all actions undertaken using the checklist as a guide. Then complete the task.
Your Executive Summary will be used as a report write-up if necessary, so make sure you make it client friendly, disclosing what you did and what was the outcome in a brief paragraph.
Helpful Links
What is Social Media Optimisation?
Social Media Optimisation (Read Point 3: Optimize Your Profiles)
https://sproutsocial.com/insights/social-media-optimization/
7 Tips for Social Media Optimization
https://www.seo.com/blog/smo-tips/
21 Social Media Management Tips for Winning Social Media Managers
https://blog.drumup.io/blog/social-media-management-tips-for-winning-social-media-managers/
Summary
The purpose of optimisation is to ensure all a client’s social media platforms are the best they can be, to grow followings, and to generate ideas to improve the overall quality of a clients’ social media output.