Behind the Scenes of Social Media Management

Behind the Scenes of Social Media Management

Mind Your Own Business began in 2011 as a virtual assistant company.  Social media for business was in its infancy and only a few clients requested social media management for Facebook and Twitter.

In July of 2018, Emily Leye joined the MYOB team as Social Media Manager and brought her knowledge, experience and expertise for digital marketing. At this time, MYOB began to offer social media management as a stand-alone service. Our primary offerings to our clients were for Facebook, Instagram, LinkedIn and Twitter.

Remember 2018? Facebook was King, Instagram was all about perfectly curated feeds, whisperings of a new app called TikTok were just starting, and X was called Twitter (and it was a lot more fun!).

Fast-forward to 2024 and things have changed…a lot. The social media landscape is practically unrecognizable. Here’s the thing: if your small business is still relying solely on Facebook ads and static posts from 2018, you might be missing out on a whole new world of potential customers who engage with dynamic content like TikTok videos and Instagram Stories.

What Goes into Managing Social Media?

While content creation is an important part of our work, there is so much going on behind the scenes that not everyone is aware of. When we first meet with a client, we focus on getting to know their business, their brand, their voice. Social media at its core is social, so it is important that we represent our clients precisely how they would represent themselves.

Next comes the research. With every new industry comes time and care researching, ensuring we have the correct vernacular and understand the ins and outs of our client’s business. We look at competitors in the area as well as larger aspects of the industry.

Once we are well-versed enough to begin content creation, we work with our client on branding. Sometimes clients have developed branding guides with specific fonts, pantones, and logo graphics. Other times, clients ask for our guidance on branding, and we are happy to oblige, calling on our graphic designer’s skills to work with the client on branding specifics.

What’s next? Engagement, social listening, strategy meetings, posting schedules, analytics…and more! Now that the content is out there, there is still much work to be done! In order to keep our clients’ businesses ahead of the competition, we must consistently review strategy, analytics of existing content, optimal posting times, competitors’ social media, engage with other businesses or followers on behalf of our client, respond to comments and answer messages and questions. To say the least, social media is a 24/7 job! On top of the constant change on a day-to-day basis, there has been an enormous amount of change year over year.

Let’s talk about the big shift: the rise of authenticity and community. People are craving real connections and behind-the-scenes glimpses. Polished feeds are out, and user-generated content (UGC)—think customer testimonials and reviews—is in.

This authenticity focus has fuelled the rise of new platforms. TikTok, once a platform for silly dance trends, has exploded into a hub for businesses of all sizes. Short-form video content, with its focus on entertainment and education, allows businesses to showcase their brand personality and connect with a younger demographic.

Even established platforms have adapted. Instagram Stories, barely a blip in 2018, are now a powerful tool for fostering connections. There are currently over 500 million people creating and watching Instagram Stories on their mobile devices every day, making them a fantastic way to share behind-the-scenes snippets, host interactive polls, and offer exclusive deals.

But wait, there’s more! Here are some under-the-radar trends you might not have heard about:

  • The rise of niche communities: Platforms like Discord, originally designed for gamers, and Reddit are now home to thriving communities for all sorts of interests. Imagine a community of dog lovers for your pet store or a knitting enthusiasts’ group for your yarn shop—the possibilities are endless!
  • The “conversational commerce” boom: People are increasingly using social media to directly connect with businesses and make purchases. Platforms like Instagram and Pinterest are making it easier than ever to shop directly through the app, blurring the lines between social interaction and sales.

So, what does this all mean for your small business? It’s time to ditch the “set it and forget it” social media strategy. Here are a few tips:

  1. Identify your target audience. Who are you trying to reach? For instance, knowing that your audience prefers Instagram for visual content and Twitter for news updates can help tailor your social media content effectively.
  2. Focus on building relationships. Social media is all about conversations, not just broadcasts. Engaging in conversations with your audience can lead to loyal customers who feel connected to your brand. Respond to comments, host Q&A sessions, and encourage user-generated content.
  3. Embrace new formats. Experiment with short-form video content, such as product tutorials, live streams for behind-the-scenes glimpses, and interactive features like polls to gather feedback from your audience.
  4. Stay informed. Keeping up with the latest trends can feel overwhelming, but there are resources available. Consider following industry leaders on X and Instagram or subscribing to social media marketing newsletters for valuable insights.

Feeling lost? Don’t worry; that’s where MYOB can help. While Emily is the Social Media Manager here at MYOB Inc., the team of five people is loaded with talent and work together.

We know that the most important thing is to be authentic, connect with your audience, and have fun! After all, social media is a powerful tool for building relationships and growing your business.

So, are you ready to take your social media presence to the next level? Click here to get in touch with us today. We’re here to help you through the next six years – and beyond!

The Secret World Behind the Scenes of Social Media

The Secret World Behind the Scenes of Social Media

I personally enjoy following and engaging with various Facebook and Instagram pages from my favourite brands, local businesses, and influencers, as do many other avid social media users. Many people, however, are unaware of a whole world of activity happening behind the scenes.

Well, get ready — you’re in for a treat today! Let’s go behind the scenes together for a sneak peek of the intriguing world of business page management on Facebook and Instagram. We’ll reveal some hidden characteristics that may not be known about by individuals who follow us on social media.

Private/Direct Messages and Groups

One of the lesser-known features of business page management is the ability to send and receive private or direct messages. These messages enable seamless communication between the organization and its followers. Page owners can also create and manage various groups, such as neighbourhood, interest-based, or professional groups, which helps foster a sense of community and engagement among their followers.

In addition to private messaging and group creation, business page management allows page owners to schedule and publish posts in advance. This feature makes it convenient for pages to maintain a consistent presence on social media platforms and reach a wider audience at optimal times. Furthermore, analytics tools are available to track the performance of posts, groups, and overall page engagement, supplying valuable insights for improving content strategy and audience targeting.

Pseudonym Accounts

Pseudonym accounts are user profiles created with a fictional or other name rather than the user’s real name. Since organizations are potentially interacting with people who prefer to remain anonymous on social media, they will need to figure out ways to balance respecting user privacy with maintaining authenticity on their pages.

On the other hand, individuals can feel secure about having the freedom to share their thoughts without worrying about criticism or reactions when using pseudonymous accounts. However, page owners should implement robust verification procedures to safeguard the credibility of their online community, as there is potential for misuse or fraudulent activities that can arise from anonymous communications.

Restricting Views

Page owners should consider having control over who can access their content. They can limit access to specific people or groups to ensure their content is seen by the proper people while also respecting privacy concerns.

Businesses can further improve their control over information access by putting robust security measures in place, as well as using encryption technology. Additionally, they may react to shifting privacy laws and maintain a secure environment for their content by routinely checking and adjusting access permissions.

Security Settings

Business page managers have the authority to set security parameters and decide who is allowed to post, tag, and perform other actions on their page. These settings help protect the page’s integrity and prevent spam or unwanted content.

Additionally, they can also monitor and moderate the comments and messages received on their page to ensure a positive user experience. Using these security measures helps to support a professional online presence and foster a safe environment for their audience.

Insights and Analytics

Facebook and Instagram supply insights and analytics that are among the most valuable tools for page managers. These analytics offer a comprehensive overview of the page’s performance, including reach, engagement, and demographic data. The data is typically accessible by the page’s administrator, which gives them valuable insights for strategy refinement.

By analyzing reach and engagement metrics, brands can understand the effectiveness of their content and make data-driven decisions to optimize their social media presence. Demographic data that is gathered allows organizations to target their audience effectively so they can better tailor their marketing efforts to reach the right people at the right time.

Hidden Likes Count

Recent changes on Instagram (and maybe Facebook for some pages) include the option to hide the number of likes on posts. Business page administrators still have access to them, though.

By hiding the number of likes, Instagram is helping to reduce the pressure and anxiety associated with seeking validation through likes. This change also allows users to focus more on the content itself, which helps foster a healthier online environment where meaningful interactions take precedence over popularity metrics.

Privacy Settings of Your Followers

The privacy settings of your followers play a significant role in what you can see as a business page manager. Some followers may choose to share your posts publicly, while others may restrict their content to a more private audience. Understanding these settings helps businesses customize content to meet their followers’ preferences and privacy concerns.

By understanding the privacy settings of your followers, you can ensure that your content reaches the right audience and resonates with them. This knowledge allows page owners to create more targeted and personalized marketing strategies, ultimately improving engagement and building stronger relationships.

Over to You

As you can see, the world of business page management on Facebook and Instagram is a multifaceted realm filled with powerful tools and hidden gems. It’s not just about posting content; it’s about crafting a tailored, engaging experience that respects individual preferences and fosters lasting connections.

So, as you continue your journey in the fascinating world of social media, remember that there’s always more beneath the surface. And, if you are a page owner or social media manager, it’s important to remember the value of staying informed and adapting to the evolving landscape. You’ll be better equipped to manage this dynamic environment and meaningfully interact with your audience.

As social media managers, our MYOB Inc. team is fully equipped to help you navigate the world of social media for your business.

Written by: Jennifer Hanford, MYOB Blogger