Enterprise social media management refers to the overseeing of social media management strategy to create a comprehensive brand presence for major businesses on social media.
In an era where over 5.4 billion of the world’s population are active social media users, excellence is the new standard for businesses. Industry leaders must establish themselves in digital spaces to generate leads, engage customers, and build brands.
Enterprise social media management involves going beyond the norm and using various networks to maximise online performance and branding.
In this article, we discuss the importance of social media management and explore how social media management tools can help organisations of all sizes elevate a business.
- How social media marketing helps enterprise businesses
- What are the major challenges with enterprise social media management?
- The role of social media management tools in enterprise social media
How social media marketing helps enterprise businesses
Social media marketing is a powerful tool for enterprise businesses as it allows them to reach a vast and diverse audience quickly and efficiently.
Social media comprises a series of entertainment-based platforms. Users log on at staggering rates as they wait for buses, enjoy their lunch breaks, and relax after work.
Mostly, people don’t sign up for TikTok or Instagram to hear about brand events or major sales.
However, the data shows social media users go to their favourite platforms to investigate brands and offers.
Essentially, social media has become the reincarnation of old-school marketing.
In the early days of advertising, companies would use popular entertainment trends to entice customers toward their brands. Storytelling, entertainment, and personality have always been promotional tools. In the digital age, nothing has changed apart from the delivery method.
With this in mind, let’s take a closer look at the importance of investing in social platforms.
By leveraging social media platforms, enterprises can enhance brand visibility, engage directly with customers, and gather valuable insights into consumer behaviour. This targeted approach not only drives customer loyalty but also enables businesses to tailor their offerings to meet the specific needs of their audience. Additionally, social media marketing can be a cost-effective way to drive traffic, generate leads, and ultimately increase sales, making it an essential component of a comprehensive marketing strategy.
Here’s how enterprise social media management positively impacts businesses.
1. Keeps consumers informed about products and services
Product and service launches for organisations of any size are critical. In an era where online opinion and first impressions last, you simply have to nail introductions.
Social media is an essential avenue for businesses to promote new products and services. Top companies leverage social media to generate intrigue and demand for their new offerings. Teaser ads, introductory ads, and explainer ads are the blueprint for product releases.
76% of social media users have made a purchase after coming across something on one of their accounts.
Whether your goals are lead generation or conversions, social media is the perfect platform to update and inform users on product and service releases.
2. Engage with customers
Social media is one of the most important outlets for fostering strong brand relationships.
Good social media management helps garner customer trust and build a loyal community among your followers. Customers who feel acknowledged and heard form closer bonds with brands. In the long term, this can lead to consistent and loyal customers.
Seek to make meaningful interactions with your followers.
What does this mean?
It’s not that complicated. Respond to DMs, reply to comments, and hang out where your target audience tends to be. Customers see social media as an extension of customer service so having a constant presence there makes a big difference when it comes to trust.
3. Lead generation
Businesses should view social media as a funnel for sales.
By no means should you solely use Instagram or TikTok as platforms for advertising. However, if sales or subscriptions are your end goal, generating leads on social networks is important.
Put it this way: if your posts are getting thousands of likes and plenty of reach, shouldn’t this make an impact on your bottom line?
If you don’t have a social media lead generation strategy, it likely won’t.
Be sure to entertain and interact, but make sure your social strategy aligns with your overall goals. If executed correctly, social media can be your main platform for lead generation.
4. Give access to exclusive promotions and offers
Over time, social media platforms have been developed for enterprises.
Virtually all social networks have business modes, giving you exclusive access to certain features. For example, Facebook, TikTok, and Instagram have online store integrations, allowing you to sell directly from their sites.
You can even run exclusive campaigns through social media. With this type of offering, users must follow your account and go through your accounts to avail of offers.
5. Post entertaining content to give brand personality and alignment with customer
As we discussed earlier, social media is entertainment-first. Even if it doesn’t directly affect sales, website clicks, or subscriptions, it provides a means of building your brand.
You can build an entire personality on social media. In the long term, the trust or awareness that this generates can impact your bottom line.
For example, Ryanair is a budget airline with an unfortunate reputation for lacking when it comes to anything but price.
However, on social media, the company has embraced its faults and decided to become a business dedicated to entertaining it’s (potentially) angry customers.
Its light-hearted social posts help remind customers that the reason they use the airline is for its cheap flights, and not for first-class service.
It perfectly balances informational and promotional content with pure satire, which gives the company more personality and makes it more relatable.
What are the major challenges with enterprise social media management?
As a business, you face considerable challenges when it comes to social media. Having a presence is one thing. However, using your social channels to make a real difference is another.
Regardless of the size of your business, you’re likely to face the following challenges.
1. What content to post
Knowing what to post can be a major challenge.
Ultimately, the information you publish has to resonate with your business goals and what you want to showcase as a brand.
2. Analytics
Data analytics are now among the most important aspects of digital marketing. Social media represents the easiest source of analytics.
That said, it can be difficult for businesses to crunch the numbers and extract important insights. This is especially true if you go to each network for reports.
3. Scheduling and time management
It’s difficult to know how much time to assign to social management.
Furthermore, logging in and out of your social networks to post content takes a lot of time that ultimately won’t affect your bottom line.
4. Moderating content and engagement
Community management is one of the most important aspects of social media. It means engaging with followers, replying to comments, and getting involved in relevant discussions.
Unfortunately, this is a task that’s both taxing and necessary.
5. Gauging ROI
A major challenge for businesses is gauging how much return they get from social media, and I don’t mean through paid ads.
Unfortunately, certain elements of social media are hard to measure in terms of their benefits to your business.
The role of social media management tools in enterprise social media
Businesses that approach social media without a strategy are at an immediate disadvantage. The challenges outlined above often lead to the downfall of social media strategies.
I hear you asking, “How do businesses achieve in such a tough climate?”
Fortunately, tools exist that help enterprises of all sizes succeed.
As a business, these are the key features you should look for in a social media management tool.
Integrations
Social media management tools are vital for organisations to keep on top of scheduling and management trends. That said, tools provide a lot more than just scheduling.
When deciding on a management tool, consider its integrations. Depending on your needs, certain integrations may be more beneficial to your business.
For a growing business, one of the most important factors is that management tool features and integrations scale with you. Sendible not only works seamlessly with all major social networks, but it also integrates with a range of useful resources, such as:
Collaboration
Social media management is often a team effort.
If your social media activities involve multiple parties, you’ll want a social media management tool that facilitates collaboration.
Sendible allows you to create team-based workflows. Multiple people can contribute to a post, whether it’s in the design phase or it’s ready to publish. You may assign users specific roles, denoting who can create new posts, edit content, and approve of what goes live.
In addition to creating a smooth workflow, this tightens the security around your social media, ensuring the necessary people sign off all work.
Customer service
An unfortunate reality of managing enterprise social media accounts is that you’ll encounter problems. In these moments, you’ll be glad to have a customer service line on hand to help resolve your issue.
Sendible offers live chat support so regardless of your needs, we’re available to tend to them. To boot, we assign businesses with a success manager to help you optimise your social media strategy.
Bulk content customisation
Custom Tags help you customise content in bulk in just a few seconds by adding prefilled, brand-specific specs like URL, phone number, text, hashtags, and more, unique to your audience or clients.
Save, manage, and repurpose content
The larger the organisation, the more daunting the task of managing content becomes. Thankfully, Sendible's Content Library offers a solution to this challenge.
You can now store content for future use, including commonly used hashtags, and effortlessly share it with multiple teams and dashboards. By establishing a centralized library, you can effectively organise and swiftly access your top-performing social media content, ensuring consistency across all platforms.
Customisable reports
Monitoring key performance indicators (KPIs) and ensuring a strong return on investment (ROI) from your social media efforts is essential. It can be challenging to keep track of these metrics if they are scattered across various platforms. With Sendible's Reports Hub, you have the power to customize metrics, visuals, and data points to accurately measure the success of your social media strategy across all channels. Whether you prefer a quick glance with our one-click Engagement Reports or detailed, branded reports, you can even automate this process. Let us take the burden off your hands and make tracking your social media performance effortless.
Wrapping it up
Social media is a powerful tool for businesses of all sizes. However, for large organisations, you can turn your networks into powerhouses, whether through lead generation, community building, or even direct sales.
Without a doubt, one of the best things you can do for your business is to use a management tool. Through features like schedulers, analytical software, and other integrations, you can make quality content more efficiently.
If this sounds like something you’d be interested in for your business, start a free trial with Sendible and take note of its impact.
