Why are we spending money on Social Media Managers?

Posted on Posted in Digital Marketing, Nightlife, Social Media

Are you an expert in social media?  It’s likely that, as a business owner, you hold expertise in many different areas.  For some, social media is one of them, but for some of us it’s not.  There are business owners who use social media everyday and have become very good at using these platforms.  However, let’s take a moment to think about how you can advance.

You may be a decent cook at home, but would you make a great chef at a high-end restaurant?  You might make great drinks for your company, but that doesn’t necessarily mean you’d make a good high-pressure bartender.  The same thing goes for social media.  You may be very good at it, but the question is, would you trust yourself to have the life blood of your business depend on the skills that you possess.  Even if you are great at using social media, maybe the time that you have to spend on it limits you.  When you’re busy hiring, and firing, and promoting, and contracting, you may not have time to take care of the social media aspects of your business as you could otherwise.

You don’t need to look at marketing from the standpoint of, “What is this going to cost me?”  Instead, you should be asking yourself, “What is this going to make me?”  Having that mentality is key to creating a successful business.  It’s from this outlook that you can really identify what needs to be done, who you need to have around, what budget you need to keep, and so forth.

As a social media manager, are you good enough to really appeal to your audience and promote your business?  Can you follow the metrics that you need to every day?  Can you keep up with your ad spend?  Do you have the follow through to optimize your advertising so that you have the best possible click through ratios and so forth?  Can you decipher which numbers do what and if your ROI is going to bring back twice what you spend or ten times what you spend?  Can you ensure that if you spend a dollar, you can make five?  And again, do you have the time to manage all of this?  After you spend time doing what it takes to run your business, can you really devote the attention to your metrics and create something nice?  You have to think about every piece of content that you put out.

The cost of using a great social media manager is sometimes worth it because what they really do is create revenue.  You don’t want to just want to take Sally McGee, your favorite bartender, and have her run your Facebook campaigns just because she’s on it all day long.  She may know social media well, and she may be able to take some awesome photos.  However, she’s also got to know the metrics and be able to keep up with the changes that take place in the social media world.  Things change so fast online that most social media managers continually have to spruce up their own skills.  They have to keep up with what’s new and what’s trending in order to stay on the edge of all of that.

Your girlfriend or your wife’s son might be great at using Instagram.  They might even have many followers, so they are able to be influencers that can post on your behalf.  You can have people like this use hashtags or make posts in their accounts for you.  When it comes to managing your marketing, though, you have to ask yourself if they really have what it takes.  Back in the day, you wouldn’t think twice about writing a check to have your business advertised on the radio or in the Yellow Pages.  That’s because you would have a professional creating those ads for you.  They would use a professional designer, or a professional audio technician and voice-over artist.

Right now, when you boost a post on Facebook, you are able to create the content for yourself.  That’s a really great thing in terms of cost, but you have to ask yourself if you’re good enough to create that content.  Not only that, but you have to have the time to follow the metrics too.  So, you can’t just let anyone that’s just good at social media run all of your ads and promotions for you.  Remember, marketing is the lifeblood of your business, and therefore, you need to spend money on it.  You can’t just make a few good posts on Facebook and expect your bar to be packed.

You’ve got to use someone that you trust to do a good job, and even if you hire an agency, you have to make sure they are trustworthy.  This doesn’t just mean that you should be able to give them your username and password without having any issues, although this is important too.  But, you also need to be able to trust them when your brand and your messages.  Can they recreate the tone of your business through their ad designs, posts, and interactions with customers?

Most experts do understand that they need to represent your business well, staying consistent with your brand in everything that they do.  In fact, most experts can look at your brand, explain to you what it represents in the minds of others, and actually give you an “ah-huh” moment.  This is another benefit of hiring an expert.  They can provide you with better insight into your own business.

It doesn’t end there.  You need to be able to trust a person to be able to respond to people and create posts for your business in a timely manner.  Again, they have to be able to create content that properly conveys your brand as well.  This is incredibly important. If you are worried about sharing your account passwords, there are services like HootSuite.com or BufferApp.com.  Both are great to use for scheduling posts, and they allow you to schedule and create your posts months in advance.  They also allow other users to log in and have access to the social media platforms that you use without them actually having all of the passwords to your accounts.  They will just have access to your scheduler account, and you can revoke that access whenever necessary.

When you are looking at qualifying an individual, you’ll want to take a look at their resume and talk to them face to face.  Take some time to make sure that they know what they are talking about.  There are a lot of people who claim to be “experts” nowadays, and this is true for every industry.  Since people are on social media so much, they often think they are experts at using it.  While they may be very good at using it, that doesn’t mean that they really understand what it takes to do social media marketing well.  There are even social media agencies out there that have brought about amazing results for some businesses, but they don’t grasp what it takes to be successful in the nightclub industry.  If you are going to use a social media manager, you need to find someone who is good at exactly what you need.

Think about it this way.  You might have a friend that’s a very good mechanic, but he may not know much when it comes to working on diesel parts.  Just because they are talented in one general area, doesn’t mean they can deliver exactly what you need.  The only way you’re going to know whether they are a good fit is by asking them the right questions and by having a one on one discussion with them.  Check out their resume and look at their experience.  Have they spoken on the topic of using social media before?  Have they written any books?  Look at their pages and let them show you what they can do.

If there’s a fit when it comes to their skills, and if there’s a fit when it comes to working with this person, you might give a shot.  There are many clients that come to me, begging to work with me, but I don’t want to work with them.  Most of the time, it’s just because I know that they don’t have the energy it takes to make their business successful.  Everything is an excuse for them, and they are looking for the laziest and most cost-efficient way to get things done. That’s not a scenario that works for me.

I like to work with people that are fun, and yet, willing to put forth the effort to make their business grow.  This opens up the door for us both to make a ton of money and have a great time doing it.  I don’t want to bang my head against a wall to make you money.  So, that’s another layer as well.  It’s important to find someone that you want to work with and who would enjoy working with you.

Another aspect of this is that you want to work with someone that’s going to get things done AND is going to be a team player.  You don’t want to work with a know it all who think that they know everything and treats you like you know nothing.  That’s something you need to look into too, and that’s why it’s imperative that you take the time to get to know who you are hiring and what they know before you get into an agreement with them.

All things being considered, is it okay to have someone you’ve already employed take care of your social media campaigns for you?  Of course it is.  You just want to make sure that they really do know their stuff and can get you the best return on investment possible.  You also want to make sure that they know what they are doing in terms of sending the right message.  You just don’t want to hand someone a megaphone and let them go around talking about a business.

Remember, whenever you give this job to someone, you’re putting your business’ life blood in their hands.  If they don’t really know what they are doing, things can go south very quickly.  You might have posts going out on time, and you may even get some engagement, but you’ll start to wonder why no one is coming in.  They won’t be able to tell you why because they don’t really know what they are doing.  They might reach 1,000 people, but are they the right 1,000 people?  Are they your specific demographic?  If they are reaching the right people, are they using the right messaging for that audience?  There’s a lot to consider in this arena because business can be very complicated in this day and time.

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Do you have a social media manager? Let’s connect, get them on the right track or get YOU on the right track.