What Is Social Media Management?
Social media management is the process of managing content and online interactions on social media platforms such as Twitter, Facebook, Pinterest, LinkedIn, Instagram, and YouTube. Social media management goes beyond making updates on your company’s social media profiles.
A holistic approach to social media management includes considering all the processes involved. It consists of the social media management platform, software, and tools as well as setting up the necessary team. This works together to ensure the successful application of your social media strategy.
Why should you be paying more attention to social media management? While this seems like a simple question, it has large-scale implications on how you will run your social media operations. This is true whether you run a small business, or have an established B2C, B2B, or enterprise company.
Even if you have a social media strategy in place, the chances are that you could improve in a few areas. In this post, we give you a complete guide on social media management in Hong Kong. You will not only learn the best practices to apply but also the best way to ensure that your team succeeds.
The Value of Social Media
Most businesses never seem to find enough time to prioritise social media in their daily activities. This is true for people trying to scale a small business, local businesses trying to manage social media and the books, as well as social media managers in established companies.
This way, social media management becomes one of the least important business activities when you are pressed for time. However, potential customers are more likely to convert if they follow and engage a brand on social media.
Here is a pie char that shows the likelihood of potential customers buying from you if you have followers on one or multiple social media platforms.
Source: Sprout Social
You need to be active and engaging on social media as a business to maintain your visibility. Missed opportunities or giving a poor customer experience can harm your relationships and cost you the business you have worked hard to build.
Choosing the Right Social Media Platform for Your Hong Kong Business
Before you begin assembling a strategy for social media management, you need to consider which will be the best platform for your brand. Here is an overview of the various platforms and the benefits they can provide:
Facebook has more than 2.7 billion active users per month from all over the world. It has a delicate balance of age and gender groups in its user base. This makes it the best platform if you are targeting a diverse audience.
Twitter boasts of at least 321 million active users. It is the go-to platform for trends and news. Twitter is ideal if you are looking to engage your audience about trending topics in your industry.
It is also the best platform to engage influencers and individuals who might find your brand and content valuable.
Instagram is a suitable social media platform for brands that create a lot of visual content. It attracts over 1 billion active users per month. However, the user base tends to be on the younger side, with more female users than male.
Instagram is the best platform if your brand deals in fashion, art, lifestyle products, or you are in a visual-oriented industry.
LinkedIn has carved a niche as the go-to platform for B2B businesses targeting companies in a variety of industries. Moreover, it attracts many professionals. With LinkedIn, you can find, interact, and share content with people based on industry, company type, or job title.
Linked in has an average of 303 million active monthly users. The demographic is mostly between the ages of 30 and 49 years.
Is YouTube a social media platform? Yes, it is. Apart from presenting videos, it also allows for social interactions. Think of it as a social video platform. It has also become the second-largest search engine after Google. It has a diverse user base, and people watch over a billion hours of video every day.
YouTube offers unlimited video hoisting, and so your business can upload as many videos as you want. Moreover, you can share the videos on other social media platforms for maximum engagement.
Like Instagram, Pinterest is an excellent channel for sharing visual-based content. It has become the preferred channel for people interested in DIY, home improvement, crafts, fashion, nutrition, and more. Pinterest has taken a long while to grow its base, but today it enjoys over 51 million international users.
Women are three times more likely to have shared boards than male users. If your brand deals in a service or product that lends well to imagery, Pinterest is the social media platform for you.
Here is an infographic that summaries the factors you should consider when selecting a social media platform for your business.
Source: Lyfe Marketing
Developing a Social Media Management and Marketing Strategy in Hong Kong
A social media strategy is an essential part of making sure that your social media marketing campaigns are helping you achieve your business objectives. After choosing the appropriate social media platform, you will need to plan the frequency of posts and the content you will post.
In addition, you need to set goals and evaluate them to prove that what you are doing is positively affecting your business. You will also know the tactics that are working, and be able to scale your social media prescience.
Talking of goals, here are three ways to set up your social media goals:
Choose Goals Based On Your Funnel
Social media networks will not reward you for merely publishing posts and neither will your customers. Being too promotional is the number one reason why customers will stop following and engaging you on social media. Instead, look at your social media presence from the funnel perspective.
While it is essential to publish fresh content to drive brand awareness, it should not stop there. As you go further down the funnel, you should start responding to customer concerns to create great relationships at every stage of their journey in the sales funnel.
Study Your Peers
The funnel is a perfect place to start choosing your goals. However, you could also look at your peers in the social media marketing space. Start by researching what fellow social media marketers are focusing on to choose a goal.
Source: Sprout Social
The biggest goals for marketers on asocial media are:
- Increase brand awareness
- Increase community engagement
- Increase web traffic and clicks
Other goals include generating leads, distributing content, increase brand advocacy, and support customers. If these goals align with your own, you can assimilate them in your a social media strategy.
Choose Goals by Industry
Each industry has a variety of goals for the players involved. You will find that the goals in the retail sector are different from higher education goals. It would take you endless hours to curate the goals throughout your industry. For this reason, you need to use social media management tools to help you in determining the popular goals in your industry.
Social Media Strategy
When it comes to creating your social strategy, you should start by considering what you know about your audience, and the content they like best. From this point, start creating engaging content that speaks to their needs and challenges. If you are short on social media marketing ideas, you could always use a social media agency.
Next, consider how you will make engagement and response a consistent part of social media management. This means figuring out whether you are reaching out efficiently to start conversations or to keep the customers engaged. You should also consider whether to use contests to drive engagement.
All this should go into your social media strategy to help you accomplish your goals.
Tracking Progress in Social Media Management
With the goals and strategy in place, you need to track your progress to ensure success. For this, you will need to use social media analytics to identify what is working for your business.
Native social media platforms offer analytics on a variety of metrics. This includes cross-network analysis, social presence, more in-depth analysis, cross-profile analysis and more. However, you need to invest in a social media management platform to help you figure out the reports.
Here are some of the most important metrics provided by social media networks that you can track:
- Impressions, which is the number of times an individual saw your posts
- Engagements, which represents the number of times an individual has interacted with your message via likes, shares, favourites, retweets, follows, clicks, replies, and more
- Engagement rates are the number of engagements divided by the number of impressions multiplied by 100
- Visits are the number of times someone visited or viewed your profile
- Mentions are the number of time your brand or handle was mentioned on social media
- Followers are the number of people that follow you on social media, and it is shown as an increase or decreases over time
Elements of Social Media Management
Whether you want to hire an agency or use social media management tools, you will be able to transform your strategy without breaking your bank or wasting too much time. However, you should ensure to move your social media management through the following elements:
- Managing multiple accounts and campaigns on various platforms
- Analyse social engagement
- Schedule content in advance
- Receive and analyse comprehensive social reports
- Monitor comments and response effectively
- Collaborate with team members and other brands on content
Best Practices for Social Media Management in Hong Kong
To manage your social media campaigns successfully in Hong Kong, you need to follow a set of rules. In this section, we look at proven activities that will help you get better engagement and overall brand awareness. Here are some of the best practices when doing social media management in Hong Kong.
Create a Social Media Schedule
Consistency is the key to successfully managing social media campaigns. Whatever posting frequency you choose, stick to it. Being consistent will help keep your customers engaged and to grow your social following.
To gain consistency, start by creating a schedule that outlines what and when you should post and on which platforms. You will need an editorial calendar for your social media management. Fortunately, many sources are offering customisable editorial calendars.
The trick is to tailor it to your business and include necessary information such as posting date, links, images, and the content.
Creating and Posting Content on Social Media
Creating and publishing content on your company’s social profiles is a significant part of social media management. This includes everything from coming up with content ideas, writing, and sourcing the relevant images and videos.
In addition, you should share curated content from third-party sources on relevant topics. However, this requires a deep understanding of social media platforms and your audience in Hong Kong.
This means that you ought to understand your audience and the topics they relate to in Hong Kong.
Responding To Followers and Fans
Responding to customer comments and questions is an integral part of social media management. Fan or followers will, in time, comment on your posts with a concern or issue. This presents an opportunity for you to provide value to your leads while demonstrating excellent customer service.
You should routinely check your posts and social profile for messages as part of managing your social media campaigns. However, you should think carefully about your response to avoid a public relations nightmare. If you do not have time for this, you could use a social media agency to monitor your social profiles and respond to your followers.
Unfortunately, most businesses only reply to positive comments. To separate yourself from the rest, ensure that you also respond to negative feedback. When done right, it will turn an angry customer into a loyal user and brand advocate.
High-Level Social Media Management Process
What makes a high-level social media management process? It involves the integration of strategy, social media management tools, and more. The answer to this question will differ between organisations in Hong Kong. However, there is a general overview of how to manage social media activities to produce the best results.
You should have tasks that you do every day to make your social media management successful. This includes:
- Engage followers – This includes replying to mentions and blog comments. Also, you should show them that there is life on your social profiles
- Initiate engagement – Be on the lookout for influencers to engage with on social media. You should also follow or connect with someone new every day
- Share the latest and interesting content – Scour your social media feed and share exciting and worthwhile content with your followers. This is an easy way to capitalise on trending topics
To accomplish this, set aside three or four times a day to take care of these daily tasks. If not, you will spend your days on social media and neglect other business activities.
When you have created a process to handle the daily tasks, it is time that you start on weekly tasks. However, you could do some of the daily tasks weekly if you are just beginning. You should choose a different day for these weekly tasks:
- Keywords and Trends – search and identify trends and keywords that are popular on your social news feed and plan on the content that you will use them. Ensure to monitor the words and topics that matter to your niche. However, for a platform like Twitter, you will need to follow the trends more frequently
- Brand monitoring – Search your brand names on all social media platforms. This is a way to find what people are saying and how to tap into it for the benefit of your brand
- Curate content – You need to curate content that you will share with your followers throughout the week. This content should be interesting and entertaining
- Schedule your content – set aside a day or two to schedule the content you will publish on your social channels. Part of this includes sharing old content that performed well
It will take much reading and curating to identify content that will strike a chord with your audience in Hong Kong. The bottom line is that you should avoid posting purely promotional content. Exciting content helps you improve engagement and overall brand awareness.
Some tasks can only be done monthly to ensure high-level social media management. They include:
- Check your data and analytics, preferably at the start of the month
- Adjust your paid ads
- Adjust your goals according to your monthly analytics review
- Plan your content and add it to your editorial calendar
Factors to Consider When Selecting Social Media Management Tools
There is no way of managing multiple workflows, accounts, measurements and content scheduling without the right social media management tools. Wondering where to start? A Google search will show you a host of social media management platforms and tools. However, how do you pick the right one for your business?
Here are the factors to consider:
Goals and Needs
What is the reason for using social media for your brand? While you should share light moments with your followers, you need to have a strategy when running a business on social media. The goals and needs of your business should direct your choice of social media management tools.
Breakdown your goals and be as specific as possible. Consequently, the goals you set for your business will help you understand your needs. This way, you can select the right social media management platforms that will give you the most utility.
Social Media Scheduling and Engagement
It is virtually impossible to be active on social media all the time. With the right social media management tools, you can schedule updates at a time of your choosing. However, you should make a few considerations first:
- The ease of queuing social media posts and when they will go live
- Can the tool enable you to share a post repeatedly?
- Can the tool help in curating and posting exciting content from third parties?
- Can you engage with followers from its dashboard?
- Can you like, share, and make comments within the tool?
Before the tool’s features can be beneficial, they first need to be usable. When selecting between social media management tools, consider the ease with which you can do these tasks:
- Scheduling and posting updates
- Engaging followers
- Finding analytics and reports
Go through online reviews to see what other users have to say about the social media management platform. The other option is to use the trial version.
Supported Social Media Networks
The best way to excel at social media marketing in Hong Kong is to identify the social media networks that are popular with your target audience. Some tools might support two or three networks, and you might end up using several social media management tools for your essential tasks.
Ideally, you should be using one social media management platform that supports all your needs or as many of them as possible. While those that support many social media networks will be expensive, they are more convenient and save you time instead to using different tools.
You will need to know why you should invest in a social media management platform, and the return on investment is the best factor. There are two ways to measure ROI when it comes to social media management tools:
- ROI from the boost in productivity, i.e. will the tool save you time, if yes, you can calculate the worth of the time saved in a month and compare it with the monthly cost of the tool
- ROI of social media activities, i.e. a tool that allows you to see the overall contribution of social media to your bottom line
Social Media Monitoring
The chances are that people are talking about your brand, without mentioning your official handles. Various social media management tools allow you to monitor your brand mentions across multiple social media platforms.
With such monitoring, you can quickly reply to complaints and inquiries as well as react to potential public relations disasters in good time. Some social media management tools allow you to track not only your brand mentions but also those of your competitors.
Analytics and Reporting
Without effective analytics tools, you will not know what is going on in your business. You will also be disadvantaged when trying to maximise subsequent opportunities.
You need to assess the analytics capacity and the type of reporting functions a social media management platform offers to optimise your social media management process.
Some important metrics you should get from your tool are:
- Content performance
- Follower growth
- Publishing analytics
Before picking a tool, ensure that it addresses your pain points. It should provide all the information you need about your social media campaigns. Moreover, the social media management platform needs to present simple reports of your social media performance.
There are free tools, and there are paid tools. We recommend that you begin with free social media management tools.
However, you should switch to a paid social media management platform for the best utility. If you do not have the time, you could try a social media agency.
Top Social Media Management Tools
Your social media marketing campaigns in Hong Kong could use several social media management tools. They allow you to target a specific audience with highly targeted messages. Coupled with traditional social media marketing tactics, you can create a powerful marketing and PR campaign.
Each of these tools will help you plan, schedule, and publish content on your social media accounts. However, it would help if you avoided the temptation of going for the most popular. Choose the social media management platform that will help drive results measurably and effectively.
Here are the best social media management tools for 2020.
SEMrush is one of the best platforms for auditing SEO efforts. However, you can also use it to:
- Monitor content performance
- Keyword research
- Post and manage social media accounts
You can schedule posts, import CSV files, and edit images in the Social Media toolkit. You can also create posts while surfing the web. On top f this, you will get high-level audience analytics that tracks country, age, online presence, and the most appropriate content to get them to take action.
SEMrush’s best feature has to be the competitor analysis tools. You will be able to know which keywords they are prioritising and their working digital marketing strategies. You will also be able to compare their performance against yours.
Hootsuite is a popular social media marketing tool since it is simple to manage several accounts on the same dashboard. If you are starting on social media management, you can take advantage of the free subscription, which allows you to connect three social profiles on the same platform.
The Hootsuite publisher allows you to create posts and schedule them when they should be posted on various social media networks. Better yet, it has a free Chrome extension, “Hootlet” that comes in handy when curating content.
You will also get RSS integration, and with the approval process, you can double-check posts before they go out. Hootsuite also delivers useful analytics, and the free subscription also comes with a basic report. However, you will get enhanced analytics reporting, access to premium apps, multiple team members, and the ability to connect more profiles.
The best feature of the Hootsuite social media management platform is the Hootsuite Academy. The academy offers free and paid courses. This way, you will be able to manage your social media marketing campaigns better.
Planable.io is a tool that enhances collaboration between multiple team members to ensure the success of your social media strategy. Like other platforms, Planable allows you to centralise your content management from various social media profiles and to plan your social content marketing.
Planable also allows users to view their posts as a user would in a newsfeed. This is helpful if you need to customise the post for each account. You also get a drag and drop feature, scheduling, and a visual editorial calendar.
With the collaboration feature, team members can easily and efficiently make changes before it goes live. For the managers, they will be able to easily identify the changes made, with everyone working on the same post in real-time.
Reputation management is one of the best uses of social media. This means that you need to respond to both positive and negative feedback efficiently. Social Searcher acts as a search engine for social media in that it monitors brand mentions in real-time.
You will get a lot of utility from the free version. However, you should go for either of the premium subscriptions if you are growing a brand. You will benefit from advanced analytics, set up email alerts, and save searches.
Social Searcher also allows you to export reports that provide clarity on brand performance and reputation. This way, you can customise and monitor the progress of your digital marketing strategy.
SocialHub is the ultimate social media management platform for building and managing your online presence. It will help you discover, curate, schedule, and publish your content on multiple social media accounts.
You also get a collaboration feature allowing you to work on posts collectively as a team. Analytics reporting is robust and inclusive. SocialHub saves you time with their Priority inbox, which shows your most important messages.
You can also create templates that will save you time when creating original posts. The best thing about SocialHub is that it also available as a mobile app. Other than that, you get brand monitoring and competitor tracking.
SocialHub offers custom pricing plans if you send them an email. However, you get a 14-day trial with the platform.
These are some of the best social media management tools today. However, you should always start using the free trial before committing your money on a product that is not giving you a ROI.
Overview of the Social Media Management Packages in Hong Kong
It is practically impossible to manage your social media platforms and get enough work done. However, with social media management tools or a social media agency, you can efficiently run your social media campaigns.
If you do not have the funds for a social media agency, automation is the best way to manage your social media platforms in Hong Kong. You can do this by using social media management tools. However, you will have to invest time into monitoring them.
With that said, companies in Hong Kong typically spend between HKD 9322 and HKD 31073 per month, managing social media. This includes custom marketing, monthly ad spend, and advertising strategy for several networks.
With that said, here is a price overview of social media management services in Hong Kong.
|Landing page design Packages||Standard||Professional||Enterprise|
|Annual cost||HKD 28800||HKD 144000||HKD 596544|
|Monthly cost||HKD 2400||HKD 12000||HKD 49712|
|Hourly cost||HKD 300||HKD1000||HKD 3107|
The tables below highlight some of the critical services provided by social media agencies and professionals in Hong Kong.
|Market Research||Target audience research||No||Yes||Yes|
|Keyword optimization||Keyword research||Yes||Yes||Yes|
|Negative keyword inclusion||Yes||Yes||Yes|
|Curating content from third parties||Yes||Yes||Yes|
|Responding to comments||Yes||Yes||Yes|
|Strategy||Social media strategy||Yes||Yes||Yes|
|Google analytics||Bounce rate optimisation||Yes||Yes||Yes|
|New visitors analysis||Yes||Yes||Yes|
Questions To Ask A Social Media Agency Before Hiring
Picking the right agency or professional could be the difference between the success and failure of your social media marketing campaigns. However, the first thing should be to collect quotes from mentionable agencies and professionals in Hong Kong.
In spite of this, price should not be the only factor. Here are questions you should ask a social media agency before hiring. The aim is to determine the level of expertise, experience, and professionalism.
What Trends Are Shaping Social Media Marketing In Hong Kong Today?
Social media marketing in Hong Kong is evolving at a swift pace. For this reason, you need a professional or agency that frequently monitors the trends to offer efficient social media management services.
This allows them to provide holistic services. However, you must have done your research to know the trends disrupting social media marketing in Hong Kong and the world.
What Social Media Platforms Do You Have Experience Managing?
Managing social media is not easy, and you need a professional or social media agency that has experience managing your preferred platforms. Ideally, they should know how to manage a Facebook group and fan page, as well as Twitter and Instagram. These are some of the top social media agencies today.
However, they should have considerable knowledge of other social platforms such as Instagram LinkedIn, Pinterest, and YouTube.
I Do Not Have Time To Do Social Media. DO I Still Have To Login And Post?
It is not necessary that you login to your social media networks and manually make the posts, once you become a client. Ideally, social media management services offered by social media agencies are designed to take over your social media tasks.
However, you have the option of login into your accounts and engage your followers and fans. This includes posting if you want to, but you need to consult the agency to avoid disrupting the set strategy.
Do You Create Content For My Social Media Networks?
The ideal agency should create a social media strategy that is inclusive of content creation, visual content, and promotion of your brand.
However, you should have the liberty of using existing content that has worked for you in the past. The agency should also incorporate it into your posting schedule.
How Will I Know If What You Are Doing Is Working?
The only way to ensure that you get your money’s worth is by agreeing on the objectives you want to be met by the agency. For example, if your goal is to increase brand awareness, you should see increased engagement across your social media networks.
On the other hand, the agency should give you access to their social media management platform to evaluate the analytics from social media campaigns.
How Often Will You Post?
The frequency of posts will depend on your social media strategy. You must maintain consistency to build trust and engagement with your followers. However, you will find agencies offering different packages that have minimum posting schedules.
With that said, the frequency of posting will depend on your business objectives.
Social media management in Hong Kong is a move that seeks to get the most out of your social media marketing campaigns. It goes beyond making posts about your company and includes enhancing your brand’s interaction with users to help you achieve your business’s social objectives.
We hope that this guide will help you in carrying out your social media management process. However, it is still a complex sector, and a professional social media agency is what you need to guarantee success. If you have the time, you could use one of the many social media management tools available online.
Contact us today for custom social media marketing services in Hong Kong which include social media management. Our customer care team is on hand to give you a quote and book an appointment with an experienced social media expert.