Enterprise social media management is a lucrative opportunity for marketing agencies looking to scale their business.
That’s because these large corporations with hundreds or thousands of employees typically have plenty of resources for marketing, multiple locations or business units to grow into, and a level of stability given the company size.
However, managing enterprise clients at scale can be daunting for agencies looking to court these large-scale clients.
In this post, we’ll outline some best practices for managing social media accounts at an enterprise level.
Check out our interview with Carol Kruse about attracting Fortune 500 Companies for tips on courting enterprise-level companies.
These practices will help you create a consistent brand presence, engage with your audience, and measure your results. Let’s dive in!
Conduct an audit
The first step for most agencies targeting enterprise customers is to conduct a social media audit.
This is your chance to determine how to best serve your potential customers by identifying areas where your clients can benefit from your services.
The first step in your audit should be determining potential client fit. Your chances of winning these lucrative deals increase as they align with your agency’s values, mission, and services. Don’t be afraid to say no to poor fits!
As Carol mentioned in her interview, cater your services specifically to your target customer. Start your pitch with what you’ve accomplished and what you can do for them that no one else can’t.
Need some help with your next audit? Download our free Social Media Audit Template now to get started!
Once you’ve completed a thorough audit, you can build a customized plan to help your target customers grow their business.
Set clear goals and objectives
Identifying areas of opportunity from your social media audit is only the beginning. You’ll also need to set clear goals and objectives to get there.
When dealing with enterprise customers, you must ask yourself, “What makes us stand out as an agency? Why would someone want to work with us?”
Large corporations are always fielding requests for proposals on projects. The ones that make the cut usually do a great job of focusing on how they can help in a unique way no other agency can.
You can comfortably avoid those looking for the cheapest service unless that’s what you offer (a race to the bottom typically benefits no one, in the end).
What do you want to achieve with your social media marketing efforts for this client? Do you want to increase brand awareness, generate leads, or drive sales? How will you do this in a unique way?
Once you know your goals, you can develop a social media strategy to help you achieve them.
Create your content calendar
After auditing your client and setting some goals, you can build a content calendar to get you there. A well-planned social media content calendar will help you create and schedule your posts in advance while maintaining consistency.
Need help boosting your content calendar? We got you!
Check out our posts on How to Manage Your Instagram Content Calendar, How To Develop A Social Media Strategy, and How to Use Content Pillars In Your Social Strategy for more tips on fleshing out your content calendar.
When you’re ready to fill your content calendar, you can use Cloud Campaign to quickly source images, graphics, news articles, and even generate social media captions using CaptionAI.
Click here to check out our full suite of content creation tools.
Use analytics to track your results
Any enterprise-level company worth its salt will want to see a positive return on its investment.
Knowing this, you must use analytics to monitor and report on the performance of your campaigns accurately. This will help you see what’s working and what’s not so you can adjust your strategy and keep your clients happy.
Even if you’re not data-minded, pinpointing your agency’s impact on the business goals you’ve identified is a key component of retaining your clients’ business.
Work with your clients to identify and agree on what relevant performance metrics they need to see, but a good starting point for most businesses is audience growth, engagement, reach, impressions, clickthrough rate, conversion rate, and cost per acquisition if you’re managing paid media.
Thankfully, we’ve done most of the work for you with our robust analytics and reporting tools.
With Cloud Campaign, you can quickly monitor performance and generate actionable insights and branded reports with our white-label social media reporting and analytics tools.
Check out our post on data reporting and running content experiments using categories for tips on making your data more actionable.
Delegate tasks and collaborate with team members and clients
Managing social media accounts for an enterprise can be a lot of work, so delegating tasks and collaborating with team members across tasks is important.
This can be done in a few different ways using a social media management platform like Cloud Campaign.
If you’re managing teams of internal employees and external clients, you can set up user permissions to help organize collaborators. Here’s a refresher!
Cloud Campaign user permissions for enterprise management
Brand Admins have access to all accounts. This is great for your senior-level managers, creators, or directors.
Brand Managers have access only to the workspaces to which they’ve been given access. This is perfect for your mid and entry-level Account Managers.
Clients also only have access to the workspace(s) to which they’ve been assigned access. The main difference is being able to exclude Clients from internal conversations, like in the early content approval process.
You can set up and edit user permissions in Account Settings, accessed by clicking on your name in the upper right corner of your screen.
Delegate comments & replies
We talk more about this next, but staying on top of likes, replies, and DMs is a full-time job for any SMM managing large companies!
Fortunately for you, we’ve taken the tediousness out of managing the more social aspects of social media.
You can use built-in social media listening tools to track mentions of your brand and industry. This will help you identify opportunities to engage with your audience and respond to feedback quickly.
Using the Social Inbox feature, you can view, manage, and respond to messages on all platforms from one place.
You can also flag messages, have internal discussions on how to respond to or handle a message, and assign messages to specific team members.
You can leverage this level of attention and responsiveness to your prospective customers as a value add, saving your customer the time and energy required to manage these conversations.
Use Approvals to collaborate with your team & clients
Enterprise-level companies are usually big, slow, and process-oriented regarding decision-making.
Use this to your advantage by leveraging the Approval tool in Cloud Campaign. This feature lets you generate responsive approval landing pages for your content that you can send to clients and team members through a tokenized link.
Reviewers can leave time-stamped comments and image notes as feedback before approving content with a click.
You can also use Internal Approvals to include only team members. This is great for getting content ready for a client.
Cloud Campaign power users typically schedule up to month’s worth of content at a time and then send approvals to their clients. Because content won’t be posted unless approved, they can create and schedule content in advance and send timely approvals as needed.
Be responsive to your audience
It’s important for most prominent brands to be seen as responsive on social media.
If you’re managing a company’s comments and DM’s, make sure to respond to comments and questions promptly and address any negative feedback professionally.
Often, these giant corporations have strict communication guidelines and protocols, particularly around sensitive situations, so make sure you’re in close communication with your contact at the company (likely the head of Marketing).
Whether your client wants to manage social media communications or your agency is taking it on, you can use the Social Inbox to manage all social conversations and messages in one spot.
Use this feature to hold internal discussions about comments, and assign comments to specific team members to handle.
By following these best practices, you can effectively manage your social media accounts at an enterprise level and take your agency to whole new levels.
Ready to jump into the exciting world of enterprise social media management? Try Cloud Campaign for two weeks FREE and let us show you how build your next social media empire.
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