Social Media Management
Social media management is a process that combines strategy and operations to ensure a constant and relevant presence of the brand on social networks. Effective management of social channels starts with creating an editorial plan that defines objectives, messages and frequency of publication in line with the brand identity and the public’s expectations. This structured approach allows you to develop content that meets the target’s needs, maximising involvement and return on investment.
Cultur-e’s social editorial plan
For every social media project we manage, we analyse the starting context during the initial phase, define the action strategy, and develop the social editorial project accordingly. The editorial plan is aimed at identifying the thematic areas based on the objectives and the targets addressed, the communication model (graphic style, naming, editorial elements and ‘tone of voice’) and the formats for each channel (e.g. posts, videos, photo galleries, FAQs, contests).
We also define the sources from which to draw and the frequency of updating the releases based on user habits and navigation data we extract via social tools. Our social editorial plans end with a description of the management workflow, indicating roles (administrator, editors, moderators, data analysts), content validation flow, map of internal referents and notification management rules. We finally provide an editorial planning format for scheduling daily content publications to facilitate operational management.
Social media management: monitoring and interaction
Social media management includes all the operational activities necessary to maintain and optimise the brand’s online presence. We constantly monitor interactions, respond to comments and manage communities to create an authentic dialogue with users. We identify the most effective content through performance data analysis and make real-time changes. Our social management is based on a data-driven approach, which allows us to adapt strategies based on user behaviour and the results obtained, continuously improving the visibility and impact of the brand on social networks.
Two key profiles work in social management: social media and community managers. The first take care of the daily operations of one or more accounts related to a brand or project. They have an overall vision of all active channels and a clear knowledge of objectives and targets, which they summarise in the social strategy. Community managers, who work with social media managers, manage the relationship with users and respond to their requests or moderate discussions (social care) according to the governance established at the beginning of the project and updated based on the results obtained over time. We offer an outsourced social network management service with social media managers, community managers, graphic designers, video makers, digital analysts, social strategists and adv managers. Based on the initial analysis of the client and the internal and external context, we develop digital and social media strategies, editorial projects and social governance strategies. We create weekly content plans, adapting content into appropriate languages and formats for each platform.