SMM - it is not five posts about kittens and flowers a week. SMM marketing is quite different, much more complex, thoughtful, and effective than user admiration for animated stickers. So what is SMM? What do representatives of this profession do? Why does a business need SMM? We explain in simple terms.

What is SMM

SMM (from English social media marketing) is the promotion of a brand on social networks. Everything that a company or brand is represented by on social networks is the responsibility of the SMM manager. They help the client and business find each other on social networks, are responsible for the brand image, and develop the SMM strategy. With SMM, you can solve many tasks:

• create a positive brand image;
• attract traffic to the site and other channels;
• if there is negativity towards the brand - reduce the tension;
• find brand advocates;
• plan user-generated content;
• provide informational support to customers.

What does an SMM specialist do

The range of tasks and responsibilities of an SMM specialist may vary in different companies. In large companies, the SMM manager plans all processes, delegates responsibilities, and monitors the implementation of plans. In smaller companies, they perform all the tasks themselves. Typically, the duties of an SMM manager include the following:

• development of a promotion strategy;
• creating a content plan and preparing content;
• tracking trends;
• monitoring comments and communicating with subscribers;
• setting up targeted advertising;
• collecting statistics and analytics;
• analyzing competitors and their strategies;
• conducting contests and interactions;
• reporting on the results of the work done.

As the volume of tasks is usually large and varied, for large-scale projects it is more appropriate to invite a team of specialists rather than a single SMM expert. And, of course, to develop an SMM strategy.

Why is an SMM strategy necessary

An SMM strategy is a plan that outlines step-by-step how platforms will be used to achieve the company's business objectives. A company's presence on social networks should not be formal; it should be beneficial for both subscribers and clients, and the business as well. A well-developed SMM strategy will increase the number of clients, enhance brand recognition, and create a positive brand image.

The objectives for developing an SMM strategy may vary among different companies. However, in most cases, they can be categorized under the following points:

• for coordinating the work of employees so that everyone always has a plan and the paths the team is following before their eyes;
• integrating new employees: understanding the SMM strategy allows new employees to quickly join the project;
• for understanding growth points;
• for coordinating the promotion process with the client.

What is included in the SMM strategy

Include all the tools you plan to use in the SMM strategy. These can be specific social networks where you plan to post content, the content itself and its creation, targeted advertising, working with bloggers, and so on.

3. Target audience analysis

This is the basic component of an SMM strategy. It is necessary to create a profile of the target audience using briefs, customer surveys, sales department data, and analysis of existing groups on social networks.

4. Selection of social networks

Choose the social networks where the company needs to have a presence. Compare where there are the most potential clients.

5. Creating a content plan

A content plan includes planning the topics and formats of publications for any period. However, it is not worth planning for more than a few weeks or a month: formats and topics may become outdated. Thanks to the content plan, you will quickly understand what your subscribers like, which formats are the most productive. By the way, you can create a content plan using Postmypost AI.

6. Creating quality content

The more interesting the topics, ideas, and their realization are, the more reactions you will receive from subscribers. Good texts and images always attract attention. And very good ones prompt users to repeatedly visit your pages on social networks.

7. Promotion methods and efficiency evaluation

8. Tone of Voice

Do not forget to outline the communication rules with clients: this will promote friendly communication with subscribers and increase loyalty to the brand or product.

What formats can be used in an SMM strategy

You can choose any format of communication with subscribers. We will remind you which ones can be applied. The main thing is to constantly alternate different types of content; then the posts will be diverse, and all the content in general will be interesting:

• story post;
• expert advice;
• survey;
• quote or phrase of the day;
• greetings and thanks;
• company news, social campaigns;
• contests and games;
• stories/moments.

Once a month or quarter, check: which content do users like the most, which sections, topics, and formats are the most popular. If the goals are unattainable, try to change the strategy. And your project will definitely reach a new level!