The Social Media Management Guidebook

Social Media Management Guidebook

Table of Contents

There’s a lot to know about social media management. We know this because we have tried everything. While there are successful marketers saying that you can do social by following just one methodology, our experience has taught us otherwise. There are so many things that need to be tracked, measured, and updated that doing it effectively can be a challenge.

Social media management is not easy, but it doesn’t have to be difficult either. If you want to be successful at using social media for your business, you need a strategy that works for you and your brand. This means understanding what your goals are and how each platform can help achieve them.

This Social Media Management Guidebook is an in-depth resource for you to refer to if you want to gain a better understanding of what social media is, how it has evolved, what the future holds, and how to effectively manage your social channels.

What is Social Media Management and Why Does it Matter?

Social media management is the practice of creating and maintaining a presence on social media platforms, including Facebook, Twitter, TikTok, Instagram, LinkedIn, YouTube and others.

Social media management isn’t just for businesses. It’s for people too. Social media managers help people to develop their online presence, connect with other people and build their reputation online.

They can help you to reach your target audience, grow your business and boost your brand awareness. Social media management is a great way for businesses to expand their reach and connect with potential customers at low costs compared to conventional marketing.

A good social media manager will have a strategy that is tailored to your business. Social media has allowed brands, businesses, and individuals to market themselves in a way never seen before. For a successful social media presence, you must be able to adapt to the fast-changing environment of social media channels (aka right now, vertical videos).


The History of Social Media Management

facebook original web view
facebook original web view

The history of social media management can be traced back to the emergence of social media platforms such as Facebook, Twitter, LinkedIn, and YouTube in the mid-2000s. In the early days of social media, businesses and individuals primarily used these platforms to share content and connect with others on a personal level.

However, as social media grew in popularity, businesses began to see the potential of these platforms as marketing tools. Social media management became essential for businesses to effectively communicate with their audience and promote their brand.

In the early days of social media marketing, businesses often struggled to keep up with the rapid pace of social media. They had to manually post content, monitor engagement, and respond to customer inquiries, which could be time-consuming and challenging.

To address these challenges, social media management tools were developed. These tools allowed businesses to manage multiple social media accounts, schedule posts, and track metrics such as engagement and follower growth.

Over time, social media management has become a key component of digital marketing. Today, businesses of all sizes use social media management tools to streamline their social media strategy and drive growth.

Social media management has also evolved to include advanced features such as social listening, sentiment analysis, and artificial intelligence-powered automation. These advancements have made it easier than ever for businesses to monitor their online reputation, track customer sentiment, and optimize their social media strategy.

In summary, the history of social media management has closely followed the evolution of social media platforms, with businesses leveraging these tools to effectively communicate with their audience and promote their brand. As social media continues to grow and evolve, social media management will undoubtedly continue to play a critical role in the digital marketing landscape.

The Future of Social Media Management

The future of social media management is likely to be shaped by several key trends:

  1. Artificial intelligence (AI): AI is already being used in social media management to automate tasks such as content curation, scheduling, and analytics. In the future, AI is likely to become even more advanced, enabling social media managers to create more personalized content and better understand their audiences.

  2. Video content: Video is becoming an increasingly important part of social media marketing. In the future, social media managers will need to be able to create and distribute high-quality video content across multiple platforms.

  3. Social commerce: Social media platforms are increasingly becoming platforms for e-commerce. In the future, social media managers will need to be able to create and manage e-commerce campaigns on social media platforms.

  4. Augmented reality (AR) and virtual reality (VR): AR and VR technologies are still in the early stages of development, but they have the potential to transform social media marketing. In the future, social media managers may be able to create immersive experiences for their audiences using AR and VR.

  5. Social media listening: Social media listening tools are already being used to monitor social media conversations and track brand mentions. In the future, social media managers will need to be able to analyze and interpret this data in real-time to make more informed marketing decisions.

Overall, the future of social media management is likely to be characterized by increased automation, more personalized content, and the integration of new technologies such as AI, AR, and VR. Social media managers will need to be able to adapt to these changes and develop new skills to stay competitive in the industry.

Social Media Management Terms to Know

social media management terms to know

Here are a few terms to know about social media.

Social Media

Websites and applications that enable users to create and share content or to participate in social networking.

Social Media Management

Social media management is the practice of creating and maintaining a presence on social media platforms.

Short Form Video

Short-form video content is any type of video content that’s less than 60 seconds.

Vertical Video

A vertical video is a video created either by a camera or computer that is intended for viewing in portrait mode, producing an image that is taller than it is wide.

Content Creation

Content creation is the contribution of information to any media, especially digital media, for an end-user/audience in specific contexts. Content is “something that is to be expressed through some medium, as speech, writing or any of various arts” for self-expression, distribution, marketing and/or publication.

Scheduling Platforms

A scheduling software is a cloud-based or local computer program or application that automates social media posting so you can schedule posts for the future.

Social Media Analytics

Social media analytics is the process of gathering and analyzing data from social networks such as Facebook, Instagram, LinkedIn, or Twitter. A part of social media analytics is called social media monitoring or social listening.

Brand Awareness

Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model.

Buyer Persona

A buyer persona is a semi-fictional representation of a company’s ideal customer. It is based on research and data about existing and potential customers and paints a vivid picture of who the customer is, what they do, what their motivations are, and what their goals are.


A form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field.

Although there are plenty more terms to know about social media, these are the most common. 

5 Examples of Social Media Management

content calender view of tattoo shop social media
content calender view of tattoo shop social media

Social media management refers to the process of creating, publishing, analyzing, and engaging with content on social media platforms.

There are several different types of social media management, including:

  1. Organic social media management: This type of social media management involves creating and publishing content on social media platforms without paying for advertising. The goal is to engage with your audience and build a community of followers.

  2. Paid social media management: Paid social media management involves using paid advertising to reach a wider audience on social media platforms. This can include paid social media ads, promoted posts, and sponsored content.

  3. Crisis social media management: Crisis social media management involves responding to negative comments or reviews on social media platforms in a timely and effective manner. The goal is to minimize damage to your brand’s reputation.

  4. Influencer social media management: Influencer social media management involves partnering with influencers to promote your brand on social media platforms. The goal is to leverage their audience and credibility to increase brand awareness and drive sales.

  5. Social media analytics management: Social media analytics management involves analyzing data and metrics related to social media performance. This can include tracking engagement rates, audience demographics, and conversion rates. The goal is to use this data to optimize social media strategies and improve performance over time.


How to Social Media Management

illustration of lady holding a lightbulb

Here are some steps that you can follow to effectively manage your social media presence:

  1. Define your social media goals: Before you begin managing your social media accounts, you need to define your goals. Identify the purpose of your social media accounts, whether it’s to increase brand awareness, drive traffic to your website, generate leads, or increase sales.

  2. Identify your target audience: Determine who your target audience is and where they spend their time on social media. Knowing your audience helps you to create content that resonates with them.

  3. Choose the right social media platforms: Not all social media platforms are created equal. Choose the social media platforms that align with your goals and target audience.

  4. Develop a content strategy: Create a content plan that outlines what type of content you’ll be posting and when. Ensure that your content is valuable, engaging, and relevant to your target audience.

  5. Create and curate content: Create original content that aligns with your brand’s messaging and objectives. Additionally, curate content that complements your brand’s messaging and provides value to your audience.

  6. Engage with your audience: Social media is all about engagement. Monitor your social media accounts and respond to comments, direct messages, and mentions in a timely manner.

  7. Analyze your social media performance: Monitor your social media performance to determine what’s working and what’s not. Use analytics tools to track engagement, reach, and conversions.

  8. Optimize your strategy: Use your analytics data to refine your social media strategy continually. Identify trends, adjust your content plan, and experiment with new tactics to improve your social media performance.

Overall, social media management requires consistent effort, attention to detail, and a deep understanding of your audience and social media platforms. By following these steps, you can effectively manage your social media presence and achieve your marketing goals.

5 Tips and Reminders for Social Media Management

illustration of lightbulb

When you find yourself struggling with writer’s block or lacking inspiration to come up with something original and imaginative, it can be helpful to return to the foundational elements of your craft.

By revisiting the fundamentals, you can reignite your creative spark, find new avenues for exploration, and unlock fresh perspectives that can help you break through the mental blocks that are holding you back. So, the next time you feel stuck, take a step back, take a deep breath, and focus on the basics. You might be surprised at what you discover!

Keep these tips and reminders at your forefront!

  1. Define your goals: Before creating a social media strategy, it’s important to define your goals. Are you looking to increase brand awareness, generate leads, or drive traffic to your website? Once you have your goals in mind, you can create a social media strategy that aligns with them.

  2. Know your audience: Knowing your audience is crucial for creating content that resonates with them. Identify who your target audience is, what they like, and what they respond to. This will help you tailor your content and messaging to better connect with your audience.

  3. Consistency is key: Consistency is important for building a loyal following on social media. Post regularly and consistently, but don’t sacrifice quality for quantity. You want to create engaging and valuable content that your audience will enjoy and want to share.

  4. Engage with your audience: Social media is a two-way conversation. Engage with your audience by responding to comments and messages, and asking for feedback. This will help build trust and loyalty with your followers.

  5. Monitor and analyze your results: Monitoring and analyzing your social media performance is important for understanding what’s working and what’s not. Use analytics tools to track metrics like engagement, reach, and follower growth. This will help you adjust your strategy as needed to achieve your goals.

Free Tools for Social Media Management

There are several free social media management tools that can help you with managing your social media accounts. Here are some of the best ones:

Hootsuite – Hootsuite is a popular social media management tool that allows you to manage multiple social media accounts from one dashboard. It also offers basic analytics and scheduling features.

Buffer – Buffer is another popular social media management tool that allows you to schedule and publish content to multiple social media accounts. It also offers basic analytics and team collaboration features.

Later – Later is a free social media scheduling tool that is specifically designed for Instagram. It allows you to schedule posts, preview your Instagram feed, and analyze your performance.

Canva – Canva is a graphic design tool that offers a variety of templates and design elements to create visually appealing social media posts. It also offers a library of free stock photos and graphics.

TweetDeck – TweetDeck is a free Twitter management tool that allows you to manage multiple Twitter accounts, schedule tweets, and monitor Twitter activity.

Google Analytics – While not a social media management tool, Google Analytics is a powerful tool that allows you to track your website traffic and analyze your social media referrals.

SocialOomph – SocialOomph is a social media management tool that offers scheduling, analytics, and automation features. Its free version allows you to manage up to five Twitter accounts.

These tools can help you save time and improve your social media strategy without breaking the bank.

Resources for Social Media Management

logos of companies that perform social media management
logos of companies that perform social media management

There are many other resources available along with the above free tools for social media management, but some of the best ones include:

  1. ImagineSTL: ImagineSTL is a full service social media management team that schedules, posts, creates content, boosts performance, and increases customer engagement for its clients.

  2. Sprout Social: Sprout Social is a comprehensive social media management tool that offers features such as scheduling, analytics, social listening, and customer engagement.

  3. Social Media Examiner: Social Media Examiner is a website that provides news, tips, and strategies for social media marketers. It offers a range of resources, including articles, podcasts, and webinars.

  4. HubSpot: HubSpot is an inbound marketing platform that offers social media management tools as part of its marketing automation software. It offers features such as scheduling, monitoring, and analytics.

  5. CoSchedule: CoSchedule is a social media management tool that allows you to schedule and publish posts to multiple social media platforms. It also offers team collaboration features and analytics.

  6. Facebook Business: Facebook Business is a resource for businesses that use Facebook for marketing. It offers tools and resources for creating and managing Facebook ads, as well as analytics and insights into your Facebook Page performance.

Summary of Social Media Management

Social media management refers to the process of creating, scheduling, analyzing, and engaging with content posted on social media platforms like Facebook, Twitter, Instagram, LinkedIn, and others.

The goal of social media management is to build brand awareness, increase engagement with customers, and drive website traffic and sales. This involves tasks such as developing a social media strategy, creating content that resonates with your target audience, monitoring social media channels for comments and messages, and analyzing social media metrics to track performance and make data-driven decisions.

Social media management also includes responding to comments and messages in a timely manner, staying up-to-date on trends and changes to social media algorithms, and building relationships with influencers and other brands.

Tools can help you manage social media more efficiently, effectively, and at a larger scale.

ImagineSTL's Social Media Management Services are Unmatched

Are you struggling to keep up with managing your business’s social media accounts? Do you feel like your social media presence could use a boost, but you don’t know where to start?

Look no further! As a professional social media management company, ImagineSTL can help you increase your online visibility, engage with your target audience, and ultimately drive more traffic and sales to your website.

See our social media management services here