There are quite a number of available tools for social media management these days. Many of them are sufficiently user-friendly that the owner of an emerging online business can get started with them after minimal training if they wish to handle their own social media marketing. Of course, as with most things, social media management can benefit greatly from professional expertise, even if it isn’t strictly necessary.
The question you may have to ask yourself is, “What constitutes ‘good enough’ for your social media management strategy?” But even once you’ve answered that question, you might still want to consider getting a consultation with a digital marketing company, in order to ascertain whether there are any capacities or opportunities that you might have looked over when taking your crash course in social media management.
For many of the people who are new to the relevant tools, there is bound to be a strong temptation to simply use them for simultaneous posting of similar, if not identical content across multiple platforms. And there are indeed situations in which that might be good enough. If your online business has narrow demographic appeal or limited options for creative marketing, there might just not be much else you can do apart from posting a single workshopped sales pitch and making sure it reaches the broadest possible set of eyeballs.
On the other hand, if you’re just starting out with your marketing campaign and your social media management strategy, chances are fairly good that you haven’t truly tested the limits of your company’s creative potential yet. This is why the above-mentioned consultation is potentially so important. It’s always possible that a digital marketing company will introduce you to ideas you might otherwise have never considered, regarding brand identity and market share.
Furthermore, technologies for social media management can streamline the implementation of these ideas when placed in the right hands. Given a decent amount of data regarding one’s customer base and potential audience, the users of those technologies can tailor different marketing communications to specific demographics, then proceed to maximize the odds of those messages reaching the right people at the right time.
If your product or service might hold appeal for members of both Generation X and Generation Z, it certainly makes sense to use a social media management tool to increase the frequency and regularity of your consumer outreach on multiple platforms. But if you really want to target these and other demographics in an effective way, then it makes even more sense to fine-tune your campaign so that, for instance, youth-oriented messages reach the platform with the most young users, at times and under circumstances when they are most likely to be looking for them.
It can be exhausting to post manually in an effort to reach older consumers in the morning, college students late at night, and so on. Social media management tools can mitigate the difficulty for you. But only in expert hands can those tools be used to the utmost effect in fine-tuning campaigns based on the most relevant data, and implementing them across all platforms in service of a broadly ambitious marketing campaign.