Keeping up with your likes, follows, and mentions on social media is always an important part of a comprehensive digital marketing strategy, and it’s even more essential in light of the on-going COVID-19 pandemic and the near-constant changes that come with it. Particularly when it’s not business as usual every day, social media provides a way to build brand awareness and to stay connected with your customers digitally if you cannot be there in person.
Whether you are social savvy or are just getting started, this checklist breaks down all of the daily, weekly, and monthly tasks you should do to keep your social media presence organized and up to date.
Daily Social Media Tasks
We recommend doing this at least once per day, or if you can, once in the morning and once in the afternoon/evening. Mentions include any time someone reaches out directly to you on social media, whether they’re tagging you in a comment that they expect you to respond to or tagging you in a photo they took on one of your tours.
Check your mentions.
Facebook: Click the "Notifications" icon.
Twitter: Click on “Notifications,” then choose the “Mentions” tab.
LinkedIn: Click the "Notifications" icon.
Instagram: Click the heart icon in the top toolbar.
This includes everyone who reached out to you via messaging or who left a comment on your posts. By staying on top of this task daily, your messages won't pile up and become overwhelming to answer. Keep in mind that Respond to your followers. only 1 in 6 social media messages get an answer (Sprout Social), so by replying to everyone, you’re probably one step ahead of some of your competitors.
A big part of social media is gaining followers, and people who follow you always appreciate a follow back. Check in each day to see if any new people followed you and give them a follow back.
Follow back people who follow you.
Looking to grow your social media following?
Check out these 10 tips.
If you have time, look for people who match your focus or share common interests and give them a follow. You might just get one back!
Go beyond simply liking or retweeting and form a connection with a new person. For example, when you gain a new follower, welcome them with a personal message. Or if someone shared a photo from one of your tours on their social accounts, reach out to them to tell them how much you like it.
Make new connections.
Social media regulars are your MVPs -- they are the people who are your biggest fans and followers and regularly interact with you. Pay attention to them as this group could consist of influencers or brands that you’d like to get to know better.
Engage with your regulars.
Your tour guides and employees are the best way to help boost your social media presence. In fact, Get your team involved! employees are 70% more likely to interact with content (clicks, comments, shares) on LinkedIn than a typical user (LinkedIn). Give your team occasional reminders to share your content so their friends and families can see what you have to offer.
Do you have a new blog post, video, or important piece of information to share? Email your staff when it comes out and ask them to share it on social media.
It’s easy to get stuck in your own social media world, but make sure you’re checking out other profiles for inspiration. Check in on your competitors, big names in your industry, and other pages you enjoy.
Browse other social media profiles.
It’s important to know how searchable your business is on social media. Search for the following:
Check target keywords and phrases.
Your business name and any variations or potential misspellings of your name
Your slogan or catchphrase if you have one
Any specific campaigns or hashtags you’re using
Phrases that describe your business (e.g. Florida kayak tours or Denver brewery tours)
Schedule your posts for the next day. Scheduling your social posts saves time and allows you to stay up to date with your social media strategy. If you use Facebook's Business Suite (which we recommend for business pages), you can schedule Facebook and Instagram posts and stories from your desktop or the app. How often you post on social media will depend on your business needs and the time you can put towards creating new posts. If you can only post once a day or a week, that's great! If you have additional bandwidth, keep the following guidelines in mind for planning posts:
Facebook: Twice per day
Twitter: Three or more times per day
Instagram: Once or twice per day
Weekly Social Media Tasks
Twitter, Facebook, and Instagram all have business analytics options built in. Check the following:
Check your stats.
Replies and comments
Favorites and likes
Re-shares and retweets
Performance of different types of content (video, text, photos, etc.)
Social media management software can provide additional helpful insights and aggregate some of your social performance information.
Consider using third-party software.
See how much progress you’ve made toward long-term goals (more on these in the monthly social media checklist section).
Review your goals.
Check progress on a per-post basis. For example, maybe you’ve set a goal of getting 100 likes per post.
Check progress on a broader basis, such as long-term follower goals or brand voice development.
Think about your short or long-term goals and your progress toward those goals. Consider these questions:
Take time to strategize.
What do I hope to achieve with this social media account?
Am I conveying my brand in a clear way?
Is this social media platform right for achieving my goals?
Try to attend whenever you can. For example, you might join a Twitter chat or watch a live video. Encourage your followers to do the same and start a conversation.
Attend online events like chats and hangouts.
Check on and refresh your ads to see what’s working and what isn’t.
Update your ads.
Monthly Social Media Tasks
Think about goals in terms of production, number of interactions, or any other way that makes sense to you. Typical goals include things such as committing to sharing four blog posts a week, getting to 10,000 followers, making more one-on-one connections each week, and more.
Set achievable goals.
Think of this as a way to check in on your profile and see if you need to make any improvements.
Perform a social media audit.
Update profile picture, bio/description, cover photo, and any other profile items that need to be improved.
Determine the frequency with which you’ve been posting across social media platforms. Do you need to increase your engagement or have you been pretty consistent?
Check in on your follower growth on all platforms.
Look at referral traffic from your social media profiles to your website.
Set goals for the coming month and think about any big upcoming launches or seasonal promotions and when to start pushing them to your social media.
Plan ahead for the next month -- or later!
Local Social Media Strategy Tasks
Find influencers within your niche or industry and start by following them on your chosen platforms.
Engage with local influencers.
Comment, like, retweet, or share influencer posts that relate to your community or any local initiatives. For example, if they share content about a popular location in your area, drop a comment mentioning that your tours visit that spot as well.
Don’t be discouraged if they don’t follow you back right away. Your goal is to connect and build a relationship. You can do this by engaging when it makes sense to do so. Don’t bombard them with comments or messages.
Follow and engage with other brands in your community, such as the following:
Engage with partners or local businesses.
Hotels, bed and breakfasts, other popular accommodations
City guides, local news sites, visitor information center pages
Other tours and activities that complement but do not compete with your own. Looking to partner with other local businesses?
Join the FareHarbor Distribution Network!
Pages for popular points of interest in your area
Restaurants, festivals, and other local events
Find interesting things going on in your area and share them on social media to create a cohesive experience for someone looking for things to do in your area. You might share local blogs, upcoming events, or new restaurants.
Curate local-focused content.
The best way to get an understanding of your local market is to see what your competitors are doing and who they are interacting with. Look at their recent posts, see who’s been commenting, and pay attention to what they could do better (then do it yourself!).
Find your competitors on social media.
This might involve asking people to share a photo of themselves on one of your tours, selecting a name at random, or having people answer a question about your industry.
Run giveaways and offer special discounts to your local followers.
At the end of your tours, ask your guests in person to follow you on social media. This is a great way to ensure that you’re cultivating a local audience online. You can do this by putting up QR codes or signs with your social media handles so people can easily find you online.
Encourage tour guests to follow you.
Ask your guides to share your posts/campaigns on their personal accounts to reach a direct local audience of your peers.
Encourage your tour guides to get involved.
Keep up the good work you’ve already done on your social media strategy and consider implementing some of these ideas to gain followers and build your online presence. For even more information about how to get started on various social media platforms, measure success, and create great content, check out our additional social media guides.