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Creating an effective social media workflow is all about turning the work of managing your online presence into an organized process that feels smooth and stress-free.
At its core, it's a specific, step-by-step plan for creating your content, scheduling your posts, and engaging with your audience.
It'll help you with everything from deciding what to post to making sure everyone on your team is on the same page.
We love social media workflows because having one in place saves time and helps you stay consistent. It acts as a blueprint for your working day.
Get it right, and you'll be able to post regularly without feeling overwhelmed.
With a well-planned social media workflow, you can focus on creating great content instead of scrambling to find something to share at the last minute (honestly, we get stressed just thinking about the latter situation).
There are other advantages, too. By improving your social media workflow, you can attract lots of new followers and build better relationships with your audience.
Oh, and you'll have more time to respond to comments and participate in conversations. Which is great because it can lead to greater customer satisfaction and more success for your brand or business.
In this guide, we'll look at how to create an effective social media workflow and the tools that can help. We'll also share some tips and tricks for making sure your social media workflows are delivering the results you want.
As a little bonus, we'll look at where social media is now and where it might be going in the future, and how that might change your social media workflow.
Before we can reveal the secrets to designing a great social media workflow, it's important to understand what the term “flow” means in the context of this industry.
So let's start with a definition for anyone new to social media marketing.
Simply put, a social media workflow is a set of steps and tools you implement to help you manage your daily social media tasks.
The goal is to make your life a little easier, so you feel more organized and in control of your to-do list.
This workflow should cover everything from coming up with ideas for social media posts to responding to engagement on your social media platforms, as well as things like team approvals.
As part of your social media workflow, you'll check off a few tasks.
First, there's the process of coming up with ideas for social media posts and figuring out what you need to do to bring them to life.
Next, you'll need to figure out when and where to publish these posts — this is where a social media calendar comes in handy.
Then there's the publishing itself. Doing this manually can be time-consuming, especially if you're working across multiple social media platforms or brands, so you may want to use a social media management tool to make this a bit easier.
Along the way, there are other things to consider, such as upper management approval and quality control.
Once your posts are out in the world, you'll need to keep an eye on interactions and engagements to make sure customer inquiries are handled quickly and appropriately.
Finally, there's the process of analyzing and working to improve your workflow based on the results.
A well-designed social media workflow helps you stay organized and post consistently.
It lets you plan content ahead of time and should give your teams a better chance of working together smoothly.
Content calendars are going to be the unspoken hero of your social media workflow.
They can help you with content creation, allowing you to plan posts in advance and keep track of what's coming up.
When it comes to creating your content calendar, you have two choices: you can use a simple spreadsheet or a specialized tool.
For example, many social media management tools have built-in content calendars.
Whichever method you choose for your content calendar, start by mapping out the key dates and events for your brand.
Next, fill your calendar with a few categories of content types, such as campaigns or product releases. Aim for a mix of content to keep things interesting.
A content calendar is especially useful in your social media workflow because having this information laid out in a visual format can help you identify gaps and make sure you're posting often enough. It also helps you balance different topics and content types.
Making sure everyone in your team or organization has clear roles and tasks will really help your workflow.
Establish roles and decide who will create content, who will approve it, and who will post it. This way you're going to have less confusion and make sure everything gets done.
Here's a top tip: social media management tools can help with assigning tasks to specific team members, as well as setting deadlines.
They're great for keeping everyone on the same page.
Pair this with regular check-ins with your team just in case any issues arise - that way you can catch them early and find a solution if necessary.
Scheduling tools (often available as part of a social media management platform) could be your secret weapon for saving valuable time. They're particularly useful because they allow you to set up posts in advance, so you don't have to be online at the time of posting.
A big part of your social media workflow is knowing who you're talking to and understanding what they want to see from your brand on social media.
To reach the right people, you need to know who they are. Start by looking at your current followers. What are their ages, professions, and interests? Use social media analytics to see when they're online and what content they like.
Create buyer personas to represent your ideal customers. This means mapping out their needs, goals, and pain points. Once you've done this, you can tailor your content to them.
Don't forget to check out your competitors' followers, too. You may find new groups to target. Remember, your audience may change over time, so keep checking and updating your information.
Your brand's social identity is how people see you online.
It's more than just visuals like your logo — it's your voice, your values, and the way you interact. Keep it consistent across your business and all platforms to build recognition.
We love to see some behind-the-scenes content to show that there are real people behind a brand. It helps build trust. Respond to comments and messages in a timely and friendly manner. People love brands that listen and care.
Finally, promote some user-generated content to showcase and engage your community. This makes followers feel noticed and valued, and encourages others to join in. Keep in mind the social norms for each platform — what works on TikTok or X (formerly Twitter) may not work on LinkedIn.
Now that you've decided who will create the content, who will approve it, and how you'll publish it, it's time to brief your content team.
The best social media content grabs attention and gets people talking.
It's hard to come up with this stuff on the fly (especially day to day), so your social media workflow should include some strategies for creating posts that really connect with your audience.
Here are some ideas to get you started.
Start by thinking about what your followers care about most. Think about their demographics, their interests, and what makes them tick.
This will help you create posts that speak to their needs. Mix up your content types — try photos, video sharing, and polls. Basically, anything that keeps things fresh and interesting.
Use eye-catching visuals to keep people scrolling. Bright colors and bold text can help your posts stand out. Keep your writing clear and simple. Short sentences work best on social media.
Plan your content ahead of time with the content calendar we mentioned earlier. This will help you post regularly and stay on top of important dates. Don't forget to check out what's trending and join relevant conversations.
Collaboration is the key to fresh ideas. So get your team together for a few brainstorming sessions to identify and plan content themes. You can also use shared documents (or your chosen social media management tool) to get feedback on draft social media posts.
When it comes to social media posts, high engagement leads to high rewards.
Social media algorithms are trained to favor posts with high levels of user interaction, so your workflow should focus on creating posts that generate as many likes and comments as possible.
Don't forget to respond to these comments!
There are a few ways to encourage engagement from people who see your posts.
First, you can ask questions in your posts to get people talking.
When people leave comments, respond. It shows that you're listening and that you care about what your followers think.
You can also share user-generated content, such as customer photos or reviews. We love sharing user-generated content because it builds trust and makes your followers feel valued. You can also try some contests or challenges to increase engagement and create buzz.
Hashtags are another way to help people find your content, as long as you use them wisely. When we say don't overdo it, we mean it. Two or three relevant hashtags in a post are usually more than enough.
Do a little research to find out when your followers are most active. Post at these times to increase reach and engagement. Try different times to see what works best.
There are many tools and features that can help improve your social media workflow.
Doing the work manually, switching between accounts and platforms, is time-consuming, and you're more likely to make mistakes.
Fortunately, there are tools that can help you work faster and smarter.
Social media management platforms like Brandwatch offer cool features to make your job easier.
You can schedule posts in advance so you don't have to be online 24/7.
These tools also let you see how your posts are doing with statistics and charts.
There are a lot of other advanced features coming out, too.
Some platforms have AI that can help you write captions or pick the best time to post your latest would-be viral video. You can also use apps to edit photos and videos right on your phone. That means you don't need fancy editing skills to create great video content.
Try using tools with collaboration features that let you work with your team online. That way, everyone can see what's happening and help.
Many tools allow you to set up approval workflows so that all relevant team members know what is being published and when. That way, small mistakes (like typos) or big mistakes (like off-brand messaging) can be caught before they go live.
Using the right technology can save you a lot of time. Instead of posting to each social network individually, you can do it all in one place. This reduces the time you spend switching between apps.
You can even set up alerts when people mention your brand online. This is called social listening, and it's the secret to responding quickly-which can be great for your brand's reputation.
You can also use tools to find user-generated content and share other content that your audience likes.
Many social media management tools also have built-in content calendars to help you schedule your posts.
These help you stay organized and make sure you don't forget important dates.
Some tools even let you repurpose old posts that have performed well, saving you time creating new content.
Measuring your social media success is great for improving your strategy. After content planning and publication, this should be the next step in your social media workflow.
Conduct some regular analysis, and you can see what's working and adapt your research model and approach to bring in even better results in the future.
If you're wondering where to start when it comes to tracking the data, we've got you covered.
Most social media experts will suggest tracking a few key metrics to measure your social media performance.
Look at things like follower growth, engagement rates, and reach. Pay attention to likes, comments, and shares on your posts. Analytics tools are perfect for making it easy to collect this data.
Next, look at your content types to see what people liked the most. Videos, image carousels, or text posts with visuals may perform differently. Think about what topics get the most interaction. This will help you create more of what your audience likes.
Finally, don't forget to compare your results to industry benchmarks. Based on these comparisons and your past data, you can set some realistic goals.
Unfortunately, social media analysis isn't a once-and-done kind of thing.
You need to do it again, over and over, and use the results to refine your social media strategy. You want this repetition to be an ongoing part of your social media workflow.
Try new content ideas based on what's working. Adjust your posting schedule to the times when your audience is most active.
Test different approaches to see what drives engagement. This might mean changing your tone, visuals, or call-to-action phrases. Keep track of these experiments so you can learn from them.
It's also important to stay on top of platform changes and trends. If you suddenly see a drop in engagement, it could be that new platform features or algorithm updates are impacting your performance.
Be prepared to adjust your sails (and tactics!) as social media and consumer adoption evolve.
So far, we've talked about one kind of flow, the social media workflow-but it's not the only game in town.
The other social media flow revolves around how long people spend on a social media platform and how often they return. It's called flow theory.
In the case of social media content, flow theory refers to how engaged people are when they're scrolling. Ideally, you want to see people liking and commenting, sharing posts with friends, and saving things to come back to later.
As a brand, your goal is to get your followers in that flow state, so they stay on your channels and interact with your content.
Flow experience is another term that comes up a lot. This is when you get so caught up in scrolling or posting that you lose track of time. It's this flow experience that has been linked to higher satisfaction and continued use of social media apps.
So why is this important to a well-designed workflow? You want to encourage this particular flow experience wherever possible — and factor it into your content creation process.
Remember, the longer someone spends scrolling through posts about your brand, the more likely they are to engage or make a purchase.
If you want to take your social media content to the next level, consider the potential for flow experience in your content creation process.
To better understand the flow experience, we can look at the technology acceptance model. This helps explain why people who use social media find themselves in a state of flow experience.
It looks at perceived usefulness and how easy it is to navigate a particular technology — in this case, social networking sites.
Studies show that intrinsic motivation also plays a big role. If you're drawn to a platform and find it to be an optimal experience when you get there, you're more likely to keep coming back.
Previous research has shown that how you see social media directly affects your social media usage. In other words, if you think a platform will be useful, you're more likely to try it.
Your friends' social influence and opinions matter too. When people around you use an app, you might feel more inclined to join.
Sometimes we'd like to hit pause on digital innovation and take it slow for a while, but social media is constantly changing. New platforms emerge and old ones add exciting new features.
The way people use social media is also constantly changing.
When planning your social media workflow, you need to take these trends and changes into account.
TikTok is still a big deal. It has an addictive algorithm, full of short videos that grab your attention. It's a place where a lot of trends start.
Instagram Threads is gaining traction, with the platform reaching 175 million monthly users in Q2 2024.
Don't forget to update your social media workflow regularly to add any new platforms, should you decide to expand the profiles of your brand.
As popular platforms change, so do the features available to share content.
Social commerce is now huge. You can buy things directly from posts on Instagram and TikTok. It's super easy to shop from social commerce options like the TikTok shop as you scroll.
Voice and AR features are also growing. Soon, you may be chatting with friends in virtual spaces using cool 3D avatars.
Again, keeping an eye on these features and trends, as well as developments in social commerce, will help you make informed decisions about your social media workflow.
Let's look at some of the biggest trends in social media right now. These are important to consider when thinking about your workflow.
Perhaps surprisingly for an industry that rewards oversharing, one of the biggest trends in social media right now is privacy.
People want privacy more than ever. Apps now offer ways to share only with close friends and avoid other users. Think about Instagram's “close friends” stories.
Beyond these important privacy features, short attention spans mean quick content wins. Bite-sized videos and posts work best for most people. You've got to grab their attention fast!
In addition, users crave real connections. They're joining small online groups on places like Reddit and Facebook around specific interests.
And why? Because it feels more personal than large social networks.
Brands need to respond quickly on social media. When you ask a question, you expect a quick answer. Companies are using AI to help with this.
Keep in mind that these trends can change quickly. The best way to keep an eye on what's new and popular is to use the apps every day and follow industry experts, either on their social media platforms or elsewhere. For example, there are many newsletters that focus on social media trends and developments.
If you don't already have a social media workflow in place, we hope this guide has convinced you of the benefits of the process.
An organized approach to social media is a must for us.
A quality social media workflow is the key to creating content that resonates with your audience and keeping track of those all-important online interactions.
So go ahead and take your social media efforts to the next level!
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