Why social media management is vital to your online reputation

Written by Iris Guo 

Social media is a powerful tool to engage and connect with audiences outside of traditional avenues.  

And while engaging content is key to building a strong following, successfully managing and maintaining your community is vital to your online reputation. 

To ensure you’re making the most of your digital presence, here are IMPACT’s three key essentials to successful social media management 

1. Get your house in order  

The complexity of the social landscape means monitoring and engaging with your community requires dedicated resources, but are they working in line with a social media strategy? Does your brand have one? If so, when was the last time you reviewed it?  

Social moves quickly so it’s essential to have a plan in place to guide how you interact with your followers in a way that builds trust.  

To help manage and moderate interactions on your account, ensure you have relevant policies and protocols in place. Do you have community guidelines or house rules? Do you have a policy around AI-produced content? Have you thought about response templates? 

Having these clear guidelines on your pages sets the expectation for your community, helps to protect your followers, but also provide a blueprint for your agency (that’s us!) to handle different scenarios from an issues management perspective and mitigate risks in real-time. 

As we know, the algorithm is always changing and trends are constantly evolving, therefore, so should your strategy. It’s not a set-and-forget; leave room to pivot and adapt to new insights that can help elevate your online presence.  

2. Build rapport with your community  

Having a social media presence requires brands to drive and build engagement with an audience. It’s important to acknowledge feedback, both positive and negative, to demonstrate to your community that you value their input in a timely manner.  

Having a social profile will also often double as a customer service channel. To help foster positive connections with your audience, engage with those who mention your brand or product by responding to their queries swiftly or resolve any issues they may have.  

For more complex requests, this can mean moving the conversation to DMs, emails or taking it offline with a phone call, affording people privacy. This is where you will see your community guidelines and response templates come into play. While each situation differs, it is important to approach each scenario with authenticity.  

3. Listen to the data 

At the end of the month or campaign, ensure you’re evaluating your KPIs and content performance against your strategy.  

Understanding key metrics, such as reach, engagement rates, CPM (cost per impression) and follower growth, informs the kind of content your agency needs to be producing that resonates with audiences to generate more followers or sales. Metrics can also help inform ad spending.  

While regular data reporting is essential, social listening is also an effective way to proactively track, analyse, and respond to online conversations about your brand that either aren’t taking place on your account, or when you’re not tagged or specifically mentioned. 

Through social listening, IMPACT can track both active and passive mentions of your brand on social media in real-time to provide a 360 view of your brand’s online reputation.  

The untapped data can give you valuable insights into how customers feel about your products or services, what their pain points are, and what they’d like to see from you in the future. We can also use social listening to track your competitors, relevant trending content, and sentiment analysis on topics related to your business. 

To discuss how to manage your social media more effectively with IMPACT contact Nicole Webb at nicole@impactagency.com.au 

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