If content creation and social media is an important aspect of your marketing, you’ll know how much time it can take. This is probably the most common problem that SMEs face. The vision may be there but the ability to make it happen with limited resources is incredibly challenging.
Social media won't work if you don't allocate enough people and time resources to it. Here are six tips to help you manage content creation and social media effectively based on my own experiences running two businesses and attempting to manage three websites, four blogs and more than ten social media channels!
- Delegate some of your existing roles. If you are the person managing and/or delivering content creation and social media then you may need to restructure your role. Be realistic and understand that this work will take time. For example, I have recently delegated email enquiries (30 minutes a day), book-keeping (two hours a week) and meeting transcriptions (three hours a week). That equates to 7.5 hours a week or a whole day that I can now apply to this work. Delegating is a real discipline. You need to spot areas of work that someone else can do, select the right person to help and equip them to be successful by ensuring they have the knowledge and time to deliver. It will take time to reassign the work but after that, you'll have more time. If you don't have a team in-house, look at how virtual assistants can help you.
- Get your team on side. If you are a sole trader, then you are the team! But if you have a team, it’s vital that social media is not a one-man crusade. Get the rest of your staff on side and create a social business that understands the value of building relationships and social selling through attraction marketing. You will also need to assign clear responsibility with strict time scales and train staff in content creation and social media delivery.
- Plan your delivery. Do not underestimate the value of planning. Know your business goals and how this applies to content creation and social media. Understand the needs of your audience and create content accordingly. Create a content calendar that defines what content needs to be created, by whom and by when.
- Get into a routine. Figure out how you and your team work best. A fixed routine is best. Some people say they need to be in a creative mood, but what if that mood never comes? We have a habit of pushing back the work we fear or don't want to do. So try to do key tasks at specific times.
- Use social media management tools. Scheduling your social media posts will help you manage your time. Explore tools like Buffer, Hootsuite, Tweetdeck and others. But remember we are talking about social media — so as well as scheduling your posts, check in regularly to respond to people and join other conversations. You can also use social media management tools to listen and inspire your next piece of content. My preference is Buffer for scheduling and Hootsuite for listening.
- Get external help. If you've put all the above into place and you are still struggling to turn the vision into reality then it's probably time to look at getting external help. You'll need to explore the pros and cons of an apprentice, a new member of staff or a marketing and communications consultant.
Sara Drawwater is an expert contributor to Marketing Donut and runs her own creative consultancy, Something Beckons.