The different social media platforms serve as an avenue to engage with customers in real time. Platforms such as Facebook, Twitter and Instagram can be employed in the marketing strategy of an organisation to give out engaging contents as well as build a relationship with the customers.

Social media if used well can show the humane aspect of a brand. There are people behind a brand and your audience would like to relate with them through your contents, hence the need to open social media accounts. The accounts could be opened across the different platforms or multiple accounts on one platform.

The social media platform used depends on the target audience. Knowledge of the audience is essential because certain platforms teem more with one generation than the other. For instance, the percentage of baby boomers on Instagram would definitely be lower than that of millennials on same platform. This ensures that attention is focused on the right platform.

A brand might choose to open more than one account on a platform for several reasons. The brand has different locations or departments. A brand with locations in different places or with different departments might decide to open different accounts to target audience in a particular location or audience with interest in a particular department.

Another reason a brand could have multiple accounts on one platform is if it offers different products and/or services. A brand might choose to open different accounts for their different products rather than share information on the different products on one platform. This ensures that only those with interest in that product follows the account.

Whatever the reason for creating multiple accounts, it is the task of the social media manager and his team to effectively manage them all and this can be quite daunting at times. The social media team is not expected to manually carry out all the managerial activities, hence the need to write this as a guide to both ease the process and make it efficient. 

Understand your audience

You can never go wrong with this step. Who is your target audience? Where do they live online? Who do they follow online? What are their pain points? These questions and more will help to give you an understanding of your customers and ensure that you offer maximum service to them. This will also help you know if the brand is using the right platform and make the necessary changes if not. You’ll also know from this if a brand should have multiple accounts or if one would suffice.

Have a social media strategy

A social media strategy is a detailed plan that’ll guide all marketing activities carried out across all your social media platforms. It will detail the type of content to be posted based on an understanding of the audience. It should show the goals of the different accounts and how to attain them. It should also tell the frequency with which contents  would be put up. Goals should be SMART. An understanding of the goals will help to stay on track in all marketing efforts.

Have a social media calendar

A social media calendar is used to create and control the content creation process across the various platforms. A social media calendar should show the different platforms, the nature of contents to be put up on them as well as the regularity of posting. A calendar helps to keep you in track. You can create a calendar using Google calendar, Google spreadsheet and free calendar templates on the internet. Some of these tools can also be used to schedule posts as well as post them such as Hootsuite.

Use social media management software

Social media management softwares can be used to manage all the accounts in one software instead of logging into the various accounts individually. Softwares like Hootsuite and Buffer can help to manage social media accounts, schedule posts across the different platforms as well as publish the scheduled posts.

Monitor interactions with your brand

Monitor engagements with your posts, particularly comments. Comments of interest such as complaints should be responded to with immediacy and commendations appreciated. As much as is possible, engage with all comments across the platforms. You can set up a Google alert for all mentions of the brand across all platforms and duly respond to them.

Analyse your results

As much as it is important to have a plan in place and in motion, it is also necessary to analyse marketing efforts to know if the goals are being achieved and making adjustments where necessary. Google analytics can be used for this or any other analytic tool.