Multiple Social Media Platforms and Process Management
By Melissa Newman
I work for an in-house marketing department at a local Real Estate company in Bucks County, PA. We have over three hundred agents that we provide traditional and digital marketing solutions for at my branch. We are a small team of five, so our department can become quite busy during peak seasons (mostly spring and summer). We manage less than a third of our agents marketing and social media, but my supervisor wants to double this number by the end of the year. Which is why I have been hired, so they can grow out their offerings for social media management to their agents.
We have agents who have been with the company for years, who remember selling their services by looking through a phonebook and reaching out to potential customers by cold-calling them, long before the inception of the internet or the launch of any social media platform. As a result, there can be a barrier of understanding from our agents as to why social media is an invaluable tool to market themselves and their businesses. In addition, since we manage social media for multiple accounts, three per-agent it can feel disjoined at times in how we delivery our services to them.
As a result, it can feel like a majority of my day gets taken-up with basic task like account set-up, graphic and copy creation. This can lead to inefficiencies in overall processes that effect a critical area of any social media presence which is engagement. Consistent scheduling, beautiful graphics and content, when engagement is non-existent?
So, I have been researching ways to improve processes for how we manage the agent’s social media platforms. Furthermore, I’m meeting with my supervisor this next week to purpose some solutions. Firstly, I think we have to do some extensive, consistent education with our agents as to why social media can be an invaluable tool for marketing their business. In addition, I think we should development some mid-funnel content that they can reference when assisting in managing their own feeds to increase their independence, but also as a way to marketing our department. And finally, we need to establish clear parameters for how we will manage their accounts, so as to not create an false expectations.
For those of you who manage multiple social media platforms, what are some best practices for doing so?