SMM specialists won't choose your goal for you—they need to understand the specific problem or challenge to develop a working strategy. This understanding will determine the content and tone of voice—the company's style of communication with its audience.
Bad Advice 2: Don't Understand the Basics of SMM – Leave It to the Professionals
Choosing an unscrupulous contractor can lead to guinea cell phone database wasted budgets, account hijacking, and missed deadlines. To avoid choosing the wrong SMM specialist and entrusting your company's data to unprofessionals, you need to have at least a basic understanding of SMM tools and performance evaluation criteria, depending on your goals. For example, you need to understand what KPIs are and how to use them.
Assessing the effectiveness of SMM promotion is only a rough guide. However, it's important to understand what KPIs (key performance indicators) exist and how to use them. The choice of KPIs depends on the goals. For example, if the goal of SMM promotion is to increase company awareness, you might consider:
The number of brand mentions and hashtags on social media. This isn't a universal metric—it depends on the company's industry and likely won't be suitable for B2B companies.
the dynamics of growth of subscribers and their activity.
Reach - the number of people who viewed the post.
If the goal is to improve brand loyalty, metrics such as:
number of subscribers;
number of active clients and users of the company's product;
audience activity: likes, comments, reposts;
number of repeat requests.
There is no universal performance indicator – everything depends on the specific goals of the company.
Bad Advice 3: Don't let SMM specialists get bogged down in the details of your business
It's important for SMM specialists to understand your company's specifics and know some internal information to develop a workable and relevant SMM strategy. Don't be afraid to share this information—contractors will actively collaborate with your staff to ensure smoother and more productive work. Sometimes, SMM agency representatives may even attend work meetings—this makes it easier to get up to speed and coordinate work issues.