As social media becomes a necessity for brands and grows, the teams don’t always grow with the demands. Pretty much every professional I know in the social media industry could use more staff but are doing what they can with the teams they’ve been given. After all, we’ve all been where we have had NO staff and have been doing everything from creating images to writing copy to publishing. I’m guessing a lot of people reading this still are one-man shows. To you guys, kudos.
Social media takes a hell of a lot of work, and a great deal of it happens after hours. This means not only are teams under-staffed, but they are also are working unusually long hours trying to cover all hours of community management. This leads to quick burnouts and some brands are taking notice, realizing they are losing social media people before they even have them.
Being a member of a severely under-resourced social media team once or twice in my life, I’ve learned some tips that can be huge time savers. Here are a few that I think could help you:
Introduce Yourself To Canva
One of my jobs required a team of two to respond to real-time news as it was happening. This meant we needed to create a Facebook image, Twitter image, Facebook copy, Twitter copy, CEO’s Twitter copy, and a web banner less than 15 minutes after a news story broke. And, as we all know, most news stories do not break during business hours. This meant we were having to do all of this on the go, often at 11 PM on a Saturday night outside of whatever bar we were at with our friends (NOT recommended.) And we did it! Thanks to the beautiful wonderful tool that is Canva. Even on our iPhones, we were able to quickly drop copy into a template and have it out the door in a matter of minutes, sized for everywhere it could possibly be published. Go get Canva. Now.
Force Yourself To Take Breaks
This is a hard one for me because I like to work through something until it is finished, or it’s always on the back of my mind, and I never can relax. This way of thinking nearly burned me out my first couple of years in social media because social media is ALWAYS ON. There is no good time to take a break! There are no good stopping points! So, I finally had a boss who forced me to take breaks and take walks around our building. I thought he was nuts until I started thinking more clearly and getting even more done in a day by hitting the pause button for a moment. Take breaks, and you will not suffer. I promise.
Create A Threshold Guide
These have saved my butt so many times. One of the biggest time suckers for social media pros is community management. It takes time (and patience) to answer every consumer out there, especially the mean, nasty ones. Create a guide that establishes when a problem has hit a level that you need to respond to it, and include what type of people you want to be responding to on social media. This will cut down the volume of consumers that you need to respond to. If a consumer has two followers and his tweet is bashing your brand, chances are he created that account just to bash your brand, and by responding to it, you will only be drawing more attention to the complaint. A threshold guide is also helpful when you need to defend why or why not you responded to certain consumers. It’s awesome to have it all right there in writing.
Create A Response Grid
Going with the theme of the previous tip, community management takes A TON of time. Create a grid with the most frequently asked questions you receive on social media, and approved answers from your PR and/or customer service team. This way, you can just reference the guide instead of always having to go back and forth with others. This is also helpful if you ever need someone to fill in for you. They will have a quick resource for the questions they are most likely to receive while you are out.
Write A Strategy
Duh, right? I cannot say enough that any brand on social media absolutely has to have a social media strategy. Under-resourced teams especially should have one. Strategies are helpful in navigating internal conversations about what should/should not be posted on social media. This helps you to avoid putting a lot of work behind content that doesn’t make sense for your brand and saves you a lot of heated conversations. Instead of having to argue about who is right, you can simply reference the strategy and see if suggested content aligns with it.
Document Your Work
I encourage my team (and myself) to keep track of every little thing they (we) work on. This helps show just how much work actually goes into effective social media. When working with brands unfamiliar with social media, documenting is incredibly important. Since they do not have an established team already, they most likely are unaware of each piece of work that goes into creating a calendar, posts, publishing and community managing. These documents can be incredibly valuable when having conversations about future resourcing needs.
It seems like common sense, but a lot of brands are afraid to do this because they think their audience will become fatigued with their content. So not true. With how social media networks continue to lessen the amount of branded content consumers see, repurposed content is a must. Turn a blog post into five different social media posts and images, create an evergreen folder with content that you could reuse year-round and pull from it when you need a quick piece of content, make sure you have a photographer at a video shoot so you can have stills as well to use in the future. Thinking of how far you can use content will save your life as a social media pro.
These are just seven things I have found to be helpful when managing a large workload with a small staff in social media. I hope a few of these will be helpful for you too!
– Marji J. Sherman