Sanka Blog

A complete guide to social media management


Last Update: Jan. 4, 2021

What Is Social Media Management?

Social media management refers to overseeing, creating, publishing, and analyzing content on social media platforms to achieve specific goals and objectives. It involves creating a social media strategy, scheduling and publishing posts, responding to comments and messages, and analyzing performance to improve future efforts.

Social media management is typically the responsibility of a social media manager or a team of professionals. This role may be within a company's marketing or communications department, or a separate agency may handle it. The specific tasks and responsibilities can vary, but the goal is to effectively use social media to achieve the company's business goals.

Why Is Social Media Management So Important?

Social media management is crucial for companies looking to build their brand, reach new customers, and drive business growth.

Social media management can help companies in the following ways:

1) Increases brand visibility and reach: Social media platforms allow companies to reach a large and diverse audience and increase brand awareness.

2) Improves customer engagement: Enables companies to interact with customers and engage with them on a personal level.

3) Provides valuable insights: Social media metrics and analytics provide valuable data that can inform business decisions and help companies improve their strategies.

4) Enhances reputation: Effective social media management can help companies maintain a positive online reputation and manage potential crisis situations.

5) Drives traffic and leads: Social media can drive traffic to a company's website and other platforms, leading to increased sales and conversions.

6) Supports other marketing efforts: Support and enhance other marketing efforts, such as email marketing and search engine optimization.

7) Stays competitive: Helps companies stay relevant and competitive in today's digital age.

Examples Of Effective Social Media Strategy

So, how do you get attention and build a community?

You can:

  • Post images and videos that describe or represent the brand image

  • Publish links efficiently to connect with customers outside of social media

  • Build relationships/collaborate with influencers and other brands

  • Utilize user-generated content for engagement

  • Post regularly and at optimal times for maximum engagement

  • Communicate with followers by responding to comments and messages

By putting effort into the above items, you can show the company cares about the audience leading to brand loyalty and positive sentiment. It also provides the opportunity to address customer concerns and complaints, which can improve products/services.

Popular Social Media Platforms


Pros: largest user base, targeting options for advertising, ability to share various content including long-form text, videos, images, etc.

Cons: declining organic reach, increasing competition for visibility, privacy concerns.


Pros: real-time updates and news, ability to reach and engage with a wide audience, hashtag targeting for advertising.

Cons: limited character count, fast-paced content that can be overwhelming, algorithmic filtering of content.


Pros: visually-driven platform, high engagement rates, strong influence of influencer marketing.

Cons: increasing competition for visibility, algorithm-driven content discovery, limited ability to share lengthy text or detailed information.


Pros: fast-growing platform, trend-driven content, creative and entertaining short-form videos.

Cons: limited brand safety, less mature advertising options, constantly changing algorithms.


Pros: professional networking, B2B marketing and lead generation, company showcase pages.

Cons: limited user engagement, less visually appealing than other platforms, mostly B2B focus.


Pros: largest video-sharing platform, long-form video content, targetable advertising.

Cons: highly competitive, limited targeting options compared to other platforms, increasingly restricted organic reach.

Social Media Trends in 2023

Many suggest, and indeed it is everywhere, short-form videos such as TikTok and YouTube shorts are still a huge trend.

Looking at the contents, according to sproutsocial, "Edutainment" will be big following the massive success of brands in the fintech space.

Also, the adoption of AR and VR technologies and AI tools will continue to feed social media with new content and ideas.

How To Effectively Use Social Media Management Tools

There are several important steps to take to effectively utilize social media to achieve a company's business goals.

1. Develop a strong brand identity

Set a clear and consistent brand identity that can be translated across all social media platforms. Establish a strong and recognizable brand image.

2. Define the target audience

Identify the target audience and create a buyer persona to understand who they are trying to reach.

3. Choose the right platforms

Choose the social media platforms that are most relevant to the target audience and the goals. Focus on a few platforms and execute well than to spread efforts thin across many platforms.

4. Create a content strategy

Develop a content strategy that includes a mix of informative and engaging content, such as blog posts, infographics, videos, and social media posts.

5. Use paid advertising

Utilize paid advertising to reach a wider audience and drive traffic to the website.

6. Monitor and measure performance

Regularly monitor and measure the performance using tools such as analytics, and make adjustments as needed to improve results.

7. Engage with followers

Respond to comments, messages, and reviews promptly and professionally. Build a community.

However, it is important to remember that social media is an ongoing effort, and the execution plan should be flexible and adjusted as needed to reflect changing business goals and market trends.

Which Tool To Use

Social media management tools can improve efficiency, increase engagement, and provide insights for better decision-making. These tools allow scheduling and automating posts, managing multiple accounts, analyzing audience data and performance, monitoring mentions and messages, and collaborating with team members. All of these can be done on Sanka!

Some ways to effectively use analyzed audience data and performance are the following:

  • Create content that resonates with the customer to increase engagement and track the impact of your social media strategies to make data-driven decisions to adjust the company's approach accordingly.

  • Determine the most effective platforms and times to advertise.

  • Respond promptly to negative comments or issues to improve customer satisfaction.

  • Share data and insights with other departments, such as marketing and product development, to inform decision-making and drive business results.

The key is to regularly review and act on the data to drive results continually!

Common KPIs To Track For Social Media

Once the social media management tool is at work, there are many categories to look at. So, which part should you look into?

To gain insight, track:

  • Engagement rate

  • Reach and Impressions

  • Website traffic

  • Generated leads

In response to the performance, adjust the strategy accordingly to get higher quality in your engagement.

How Much Is The Tool?

The cost of social media management tools varies depending on the features, users, and platforms needed. According to and, prices range from $10 to $600 per month, with some software costing as low as $89 per month for the Standard plan and up to $249 per month for the Advanced plan.

Evaluate your specific needs and budget to determine which pricing model and tool fits best. Investing in a quality social media management tool can help you save time and achieve better results, so it may be worth considering a paid option.

Calculate your ROI

It is important to calculate social media ROI to understand the effectiveness of your strategy. Knowing ROI will allow you to set the proper budget.

To calculate:

[1] Know how much you spend on creating and implementing campaigns

[2] Use the formula -> (earnings - costs) / costs x 100

Ideal Skills For Social Media Manager

Becoming a social media manager can be challenging. Still, with dedication and hard work, anyone can succeed in becoming one.

Here are some factors to consider:

Learning curve: Social media platforms and tools are constantly changing, so it is important to be adaptable, have a passion and deep understanding of the various platforms and their features, and be willing to learn continuously.

Skills: Strong communication, excellent writing and editing abilities, creative and strategic mind.

Initiative: Social media managers must be proactive and take the initiative, as they often work independently and must be able to prioritize tasks effectively.

Professionalism: Knowledgeable about privacy and security issues and can keep sensitive information secure.

Risks Of Relying On Tools

Social media management tools can be handy and effective; however, relying too heavily on it can lead to decreased personal skills and a reduced ability to connect with others without technology. Also, it can be a time-consuming task, requiring consistent attention and effort, which can negatively impact personal relationships and well-being.

Not to mention the potential human error, such as typos or the spread of misinformation. Social media can easily spread false information, leading to negative consequences for individuals and organizations.

Security concerns are another risk. The tools and accounts can be vulnerable to hacking and cyber-attacks, leading to sensitive information or data being compromised.

These risks and cons highlight the importance of a thorough and well-planned social media strategy and regular monitoring and assessment to minimize potential harm and maximize the benefits.

In Conclusion

Now that you have learned the basics of social media management, the next step is to get started.

Although managing social media seems challenging, having a clear goal and the right tools that fit will broaden your business possibilities.

Remember to stay professional and keep informed about the latest trend in social media management. Good luck!

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