So you’ve decided you can’t do it all. You need to outsource your social media to a social media manager. Before you even start interviewing, you should have a strong idea on what your new social media manager’s schedule will look like on a regular, ongoing basis. This includes creating a list of:
· Regular duties
· Tools they will use
· Communication and check-in protocols
You don’t need to micro-manage your social media manager (please don’t), but you should work with her to develop overall goals and objectives, as well as sales funnels over the next year or so—and what you expect her daily duties to include.
Then leave her to get on with her work, reporting to you at regular, pre-arranged intervals by telephone, email, Skype or whatever communication style you both prefer.
This regular check-in, which is most commonly done once a week, will ensure you’re both on track while leaving her with creative control—a condition in which proactive types work best.
Let’s take a look at an example of common social media manager tasks spread over the day…
· Check email accounts you’ve given access to for complaints or negative feedback. Deal with these.
· Negative feedback check—uses tools such as Twitter Advanced Search and Ice Rocket to quickly find negative feedback on social media. Deal with it in a positive, helpful manner.
· Check social media accounts, pages and profiles for interaction from followers, subscribers and niche peers. Acknowledge and respond. Answer questions.
· Check Facebook and LinkedIn Groups for new posts or comments from members. Acknowledge and respond. Answer questions.
· Check Twitter for posts concerning your company to acknowledge and retweet. Thank new followers.
· Use Analytics tools such as Topsy to deep-search for top niche influencers and monitor feedback and sentiment about you and your company.
· Check schedule for posts that need to be written. Make notes on future post topics to discuss with you (immediately if a trend is hot or just starting; or at your next check-in together).
· Write social posts or tweets and publish.
· Upload, proof and publish blog posts.
· Check industry news—scan official blogs from organizations and influencers.
· Check for trends and changes—Scan social media authority blogs such as Social Media Examiner to find out what’s new in social media marketing.
· Make notes and table items found for follow-up, discussion or action.
· Plan next morning’s activities.
· Network with influencer or client via Skype, telephone or in person.
· Check to find new social media-related events and webinars. Register and add to calendar.
· Review statistics and metrics for client’s social media platforms and campaigns.
· Check social advertising stats. Make notes, if anything changes, for weekly meeting.
· Create new social ad (or tweak existing one). Save changes or upload.
· Check in with other team members for status updates on material requested.
· Check Instagram and Pinterest. Make Instagram or Vine video.
· Schedule tweets or Facebook and Google+ posts via Hootsuite for overnight segment of client’s audience.
· Quick check of all social platforms to follow up on customer service issues or see if further interaction is needed.
Some duties, such as checking for negative feedback and following up on responses to posts and comments, need to be done daily (as does looking for new email notifications).