September 29, 2023

Social media administration is the strategic use of social media to develop audiences and income. It helps you obtain model targets in advertising and marketing, gross sales, and customer support. 

Social media managers typically share these core tasks:

  • Develop a social media technique
  • Create and submit 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 group 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 may even assist you to to construct a private model.

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

Social media administration is essential as a result of platforms like Fb, Twitter, and Instagram current enormous income alternatives to manufacturers. They usually’re free to make use of.

Round 4.8 billion people use social media. They usually interact with manufacturers in numerous methods. They view content material. Click on adverts. Ask questions.

In case you don’t use social media, you miss out on priceless alternatives to succeed in 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 usually attain a whole bunch of hundreds of individuals. And generate tons of feedback, shares, and likes. 

Wendy’s twitter engagement

All this creates loads of constructive consideration for Wendy’s. Which may drive individuals to their eating places.

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

Social media administration is the way you keep profiles that elevate model consciousness, drive gross sales, and enhance buyer satisfaction.

You possibly can handle social media utilizing native instruments—i.e., the instruments out there on the social platforms themselves. For instance, Twitter means that you can submit tweets, reply to direct messages, and look at 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. In addition they present further insights to information your social media technique.

Beneath, we’ll cowl ways 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 line 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 proper platforms to your model depend upon who you’re making an attempt to succeed in. 

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 a lot of tech lovers hang around on Discord. So manufacturers like Samsung are current there.

Samsung on Discord

To seek out the very best platforms to your model, decide the place your audience spends time. 

Semrush’s One2Target software may also help. Select your location, enter the domains of as much as 5 rivals, and click on “Analyze.”

One2Target tool

Go to the “Habits” tab.

Behavior in One2Target

You’ll see social media platforms so as of recognition. The odds present what proportion 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 study extra about your audience and the forms of social content material they could like. For extra recommendation, take a look at 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

Quick record the platforms that ship the strongest attain and engagement for rivals. 

When you’ve created your record of potential social platforms, you could prioritize.

The place is your time finest spent?

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

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

  • Begin small: It’s higher to handle one platform nicely 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 accustomed to. And keep on 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 related platforms: Repurposing content material throughout a number of platforms can prevent time. The extra related the platforms you’re utilizing, the better that is. So decide platforms that will likely be simple to cross-post to. For instance, when you create loads of movies, you may pair the video platform YouTube with one other video-friendly platform.
  • Do a trial run: As a take a look at, create per week’s value of content material for the platform you’re contemplating. This could provide you with a good suggestion of the assets required.

Do you already personal model accounts? Solely keep them if they’ve robust potential. Or they’re already performing nicely. In any other case, give attention to 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 hold 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 individuals 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 steering.

Profile Photos

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

Most companies use their emblem.

Semrush logo as instagram profile picture

In case you’re constructing a private model, you could possibly use a high-quality headshot as an alternative.

kimkardashian instagram profile picture

Some platforms let you add additional profile pictures (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 enterprise does and why somebody ought to observe you. Strive 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 every other fields, corresponding to your web site URL and phone particulars. This makes it simpler for social media customers to study 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 enterprise. (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, it’s best to. To construct belief with customers. 

Privateness Settings

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

For instance, “Public Tweets” are seen to individuals on and off Twitter. They’re eligible to seem in Twitter search outcomes and may 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 test “Permit message requests from everybody” on Twitter. In any other case, it is going to be troublesome for individuals to privately message you. Which may hinder your customer support targets.

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

Allow message requests from everyone checkbox

Bear in mind to evaluation privateness settings on all of your social media accounts. In case you need assistance, take a look at 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 individuals uncover your model and offers them a motive to interact with you.

Strategically plan your social content material to earn followers and switch them into loyal prospects. 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 monitor towards your targets.

To start out, record the content material codecs out there in your chosen platforms. This may assist you to brainstorm viable concepts.

For Instagram, your record would appear to be this:

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

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

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

Slender it all the way down to the very best concepts by answering the next questions:

  • Why will your viewers discover this content material priceless? 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 have been doing social media advertising and marketing administration for the digital camera model GoPro. The beginning of your Instagram technique may appear to be this:






Buyer picture


Ask prospects to share photographs utilizing #GoPro


Excessive sports activities movies


Sponsor excessive sports activities individuals


High suggestions


Picture modifying software program

Right here’s an instance of a ensuing submit:

gopro instagram post

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

The “High Content material by Channel” part showcases posts with the very best engagement. (From rivals’ profiles and your personal.)

Top Content by Channel channel

Subsequent, resolve how typically to submit on every platform. And at what instances.

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





4 to 6 instances per week




4 to 6 instances per week





4 to 6 instances per week

4 to 6 instances per week



4 to 6 instances per week


Two or extra instances per week

4 to 6 instances per week

The identical social media managers mentioned Tuesdays, Wednesdays, and Thursdays have been finest for engagement. Whereas 6 to 9 p.m. was the optimum posting time.

Semrush’s Social Analytics software exhibits 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 may test LinkedIn earlier than they begin their workday. 

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

Tip: Use our social media technique templates to get solutions primarily based on the dimensions of your enterprise.

Set Up a Social Media Content material Calendar

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

Creating nearly all of content material prematurely makes it simpler to perform the next:

  • Put together for upcoming occasions, like advertising and marketing campaigns and public holidays
  • Keep a constant posting schedule
  • Publish a wide range of content material

This additionally offers social media managers extra time to give attention to community engagement day-to-day.

The easiest way to remain organized is with a social media content material calendar. It lays out what you’re going to submit and when.

Our free social media calendar template (click on to make a replica) contains the next columns: 


The social media platform you’ll submit on


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


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


The publishing date


The publishing time

Publish Subject/Sort

Preserve followers engaged with a wide range of submit sorts and subjects


The textual content that will likely be utilized in your submit

Visible Sort

Preserve followers engaged with a wide range of visuals (e.g., GIFs, movies, and nonetheless pictures) 

Visible (Drive Hyperlink)

Hyperlink to your visuals when you’ve created them

Hyperlink to Property

Hyperlink to any associated property, corresponding to weblog posts or merchandise

Hyperlink to Printed Publish

Add the submit URL as soon as it’s revealed

After getting your template, populate the calendar with concepts. Attempt to use an excellent number of content material sorts out of your social technique. And take upcoming occasions into consideration.

Let’s say you needed to share GIFs and New 12 months’s Day is developing. You may create an animated “Completely satisfied New 12 months” greeting to your followers.

Social media content template

Tip: For inspiration, take a look at our record of how to create participating social media content material.

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

Listed here are some suggestions to remember: 

Textual content

Spell test 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 broaden your posts’ attain. 


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

The ultimate step is scheduling your posts.

Semrush’s Social Poster software means that you can 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’ll be able to submit updates to your profile.)

New post box in Social Poster tool

Alternatively, schedule your submit via 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 Calendar has every little thing you want.

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

  1. Enter a title to 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 submit must be revealed
  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 executed.

Semrush’s Marketing Calendar editor view

View your calendar, campaigns, actions, and duties any time within the Advertising Calendar dashboard. And keep watch over 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 determine conversations you could be part of. And have interaction with tendencies that may enhance your visibility.

Listed here are a couple of methods to interact 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, swap on notifications in your social media accounts for the next:

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

For instance, when 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 destructive sentiment.

All the time reply to destructive feedback first. Addressing points rapidly, politely, and successfully can stop them from escalating.

Resolve non-public and complicated issues by way of direct message (or one other non-public 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 part of and Begin Conversations

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

twitter search competitors and influencers

Observe 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 enthusiastic about.

add topics you are interested in on twitter

Then, take a while every day to determine main speaking factors (and widespread posts) in your feed. And become involved when you’ll be able to 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 enhance engagement and get individuals speaking. 

Whereas references to trending subjects show you’re a part of the group. And assist you to enhance visibility.

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

Creative Center on TikTok

Amplify Others

While you share another person’s content material, they’re extra more likely to interact together with your submit. Which may get you in entrance of their viewers.

example of sharing someone else’s content on Instagram

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

For the very best outcomes, amplify influencers in your area of interest. Individuals with a audience you need 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 to your model (i.e., creators in an analogous area of interest or creators who instantly point out your model or product)
  • Amplify a wide range of totally different creators
  • Proceed to dedicate most of your time and assets to unique content material

Broaden Your Attain with Advertisements

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

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

One choice is native promoting. That is once you create a daily social media submit. However pay for it to seem in additional individuals’s feeds.

Examples embrace “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 assist you to construct an viewers, particularly within the early levels of social media administration. They usually’re ideally suited for drawing consideration to essential posts.

However there are many different advert codecs out there.

On YouTube, you’ll be able to 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’ll be able to ship sponsored messages to potential shoppers.

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 may set a finances to forestall overspending.

Plus, most platforms permit exact advert focusing on. As a result of they’ve loads of information on their customers. 

For instance, you’ll be able to goal Fb adverts primarily based on the next:

  • Location
  • Demographics
  • Habits
  • Pursuits
  • Connections

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

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

It’s a good suggestion to start out 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 way more
AdClarity app overview

Influencer Advertising

One other widespread 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 manner, you could find the very best match to 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 exhibits you what’s working and what isn’t. So you’ll be able to enhance your social media administration and continue to grow.

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

Verify 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 give attention to growing engagement. (The variety of interactions together with your posts, corresponding to 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 more likely to develop into prospects.

Measure your engagements within the Social Tracker. You’ll discover rivals’ information within the overview tab. Which may present context—and provide you with one thing to intention for.

Engagement tab in the Social Tracker.

To watch 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 fee (“Eng. fee”) is a key metric for comparability right here. (Go to our information base to study 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 manner, you’ll see which posts carried out finest in your chosen time interval. Then search for tendencies in submit sorts, hashtags, and instances.

Eng. rate column sorted from highest to lowest

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

Let’s say your picture posts outperformed textual content posts on Fb. Subsequent month, you’ll be able to make investments extra time in imagery. And see if it improves your total engagement fee.

For an in depth breakdown of metrics by platform, take a look at “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 gives insights to enhance your model’s technique.

Whether or not you’re a social media supervisor or run social accounts to your personal enterprise, you should use the toolkit to schedule posts, monitor efficiency, and extra.

Create your free account to take advantage of advertising and marketing and customer support alternatives on Fb, Twitter, Instagram, LinkedIn, Pinterest, and YouTube.