Why your social media won’t work for you, without you: 3 reasons why business owners should collaborate more with their social media managers

Marketing and social media content might not be your jam. For a lot of small business owners (and a lot of people) generating social media content can feel like anything from a nuisance to a source of terror.

You might also love it but just not have the time to feed those ravenous social media platforms.

Either way - marketing tools like social media and email have become indispensable for businesses to connect with their target audience, build brand awareness, and drive sales. Because these tools also require time and energy, many businesses outsource their marketing to social media managers and the like which is great…if they support that third-party and stay involved in the process.

But…if you’ve handed over the reins, dusted off your hands and left your SMM to ‘work their magic’ you might be paying a lot for little return. In this blog post post I explore why it’s crucial for business owners to provide input into their social media content, even when delegating the responsibility to a social media manager or staff member.

3 reasons why business owners should collaborate with their social media managers

1.Authenticity and brand voice

Nobody knows your business like you do. Being a part of the development and rollout of your content is key to keeping it consistent and correct. Actively participating in planning and content creation is important (even if it’s just to check and approve). Your SMM will need your input to ensure your voice and personality shines through - reflecting an authenticity that will build trust.

Example: You run a gym or fitness studio and you’re a regular face on the front desk, floor and in classes. People know you and like you. Your passion and energy can be infused into your social media content, showcasing workouts, sharing motivational stories, and inspiring your audience to adopt a healthier lifestyle. This personal touch will create a genuine connection with followers and members and will help you provide a consistent experience. You’re busy though so you hand over the content creation and community management to a staff member or SMM. You don’t have to come up with all the ideas, edit the videos or write the captions, but turning up and following instructions to make content on a regular basis would be a huge help to your SMM and help them make much better content. You need to be present in your marketing the same way you are present in your business.

2. Your deep understanding of your customers and clients is unparalleled

If you’re a small business owner, you probably have the most direct interactions with your customers and clients - good and bad. You will have unparalleled insight into their needs, preferences, pain points and how you help them. This firsthand knowledge is invaluable when crafting social media content that resonates with your target audience. By sharing anecdotes, understanding customer feedback, and addressing common concerns, you can help tailor content to meet customer expectations and provide valuable solutions. 

This isn’t stuff that comes easily to a third-party. Spend regular time with your SMM so they can learn more about your customers and clients and not have to fall back on generic content or ‘fluff’ pieces.

Example: You run a popular restaurant so you are flat out! But you interact with most of your diners and regulars on a daily basis. You also know what meals are popular and why and you know in advance when you’re going to make menu changes and similar. By inputting into social media content, you can highlight customers' favourite dishes, share behind-the-scenes stories of the kitchen, and respond to specific dietary requirements or allergies. You can organise for your SMM to have access to regular content creation sessions and film cooking and new menu items. Get involved but delegate the fiddly and time consuming stuff.

3. Industry expertise and your ‘finger on the pulse’

I bet you have the best industry knowledge and have your finger on the pulse of trends, updates and developments…are you sharing that? This expertise enables you to provide valuable insights to your social media manager or staff member, ensuring that the content they are creating for you remains relevant, informative and engaging. With your connections and interests, you’re the best person to identify emerging topics and trends and translate that into content ideas.

Example: You’re a tech startup focused heavily on the tech itself so you need to lean on someone else to help you do the marketing. But you are so deep in the industry that you hold all the knowledge and connections. Imagine there’s a conference you need to attend and you know you’ll be talking the whole time, unable to collect the content you need for your post and during-event marketing. If you collaborate with your SMM, helping them with strategy and content planning, you can together devise a plan to cover the event, share live updates and engage with industry influencers. This timely and insightful content will position you as a connected thought leader, attracting attention and generating leads…worth the effort!

Trusting your social media to a professional can sometimes be the best thing you do. It cuts down on distractions and the stress of thinking about what and when to post. I know every SMM out there who reads this will fist pump when I say that you need to work with them. You need to share your knowledge and participate in the process so they can do their job and make your social media and emails shine! You need to be forthcoming about your goals and your expectations so they know what they are expected to deliver. By working collaboratively with your social media manager, you can both ensure that your brand's message is delivered accurately, resonates with your audience, and achieves actual results. Embracing this partnership between you and your SMM will lead to a harmonious blend of expertise, authenticity, and effectiveness, driving business growth in the ever-evolving social media and marketing landscape. 

Before I go I’ll say this though - if your SMM isn’t asking for your input, ask why. 

. . .
❤️ Hi I’m Erika ✌️ I’m a marketing specialist with a BA in Media and Comms, Masters of Marketing, Certificate in CX (Customer Experience) and over 25 years experience. I’m well placed to help you navigate the sometimes overwhelming world of marketing and social media. I work with you one on one or create fun and action-oriented workshops and webinars for groups, organisations and businesses. Book a free discovery call with me or simply email me to get the conversation started.

For more tips, connect with me on Facebook and Instagram or just get in touch, I'm always happy to help.