So many social networks and social marketing tools, so little time. How can you manage multiple accounts for your company, be effective in your social communications, and not get overloaded? There are three main things to look at when you are talking about managing your social media channels and conversations.

1.    Time management.  Any type of marketing takes time.  However, social media marketing tactics require a different kind of attention than most marketing tactics. You have to be “present” and be “listening” so you can respond in a near real-time manner. Checking your social networks, however, doesn’t have to take a lot of time. If you are organized, methodical, and resist the temptation to let your attention drift, you can easily manage half a dozen resources within an hour’s time.

2.    Resource management.  If you are a company of one, then resources are at a premium. Your time is money, and while it is good practice for you to be involved in the conversations on your company’s social media channels, you may want to invest in having someone augment what you are doing to free you up for bigger-picture work. Another person, part-time, can help bring important issues to your attention and forward messages to you that need responses. While you should never have someone blogging or Tweeting as you, you can certainly have others be part of conversations in your company’s name and voice, as long as you provide clear guidelines and never allow them to pretend to be someone they aren’t.

3.    Collaboration management.  If multiple people on your team are blogging, Tweeting, posting status updates, uploading images and video, you really want to have an established internal process to manage these activities. Who is allowed to publish, versus who can compose but requires approval before being published?  What “brand personality” do you want to project, or will each person have their own public persona on behalf of your company? What can they post about and what is off limits? Web-based tools are available that facilitate collaborative posting and tweeting. They may help you keep collaborative social communications organized and clear.

Many tools are being produced that work with popular social media channels, including Twitter®, Facebook®, Google+® and LinkedIn®. First determine your needs to find the tools that can help you better orchestrate your social media communications. These tools cover a wide range of needs, such as:

  • Messaging across multiple channels
  • Messaging from multiple sources
  • Analyzing the effectiveness of your social media channels
  • Managing “friends” and “followers”
  • Tracking channel growth
  • Measuring your brand’s influence in social media channels
  • Monitoring conversations with email alerts

For social monitoring and engagement, HootSuite® ( and TweetDeck®( allow you to see all your activity on your social media profiles, as well as schedule messages for the future. Facebook also has a scheduling tool built into its status update window. Facebook’s Insights tool tracks and analyzes the engagement of your messages with your followers.

Twitter has a search feature to search for keywords that have been tweeted on any public profile (Facebook does not have this capability). There is also a tool called Social Mention ( that will search public social media profiles, blogs etc. for keywords, like a search engine for social media. It will show you mentions along with an analysis of the keywords you search.

You can also sign up for Hyper Alerts (, which sends you an email when someone has posted or commented on your Facebook profile. Google Alerts ( allows you to designate keywords (i.e. your company name, the name of your competitors) that you would like to track online. Google will send you an email when these keywords show up on the Internet.

Using more tools doesn’t necessarily mean a better social media marketing experience, in the same way that having more channels doesn’t necessarily mean greater success in getting the word out about your company. Look for tools that have multiple functions and that can support growth – both for your company and for your social media channels.

According to Ryan Foytik, Social Media Coordinator for Nevada State Bank, “Social media management tools are great for saving time by allowing you to schedule all your messages for the day in one sitting. However, posting content to your Facebook wall or Twitter account is only half of the conversation. The real value of these tools is helping you keep track of how your followers are engaging with you, all in one location.”

Foytik added, “Social networks update their features constantly. Make an effort to log off your engagement dashboard and log into to your actual social profiles every now and then to keep up with what’s new. You need to check your management tools and profiles multiple times a day and respond to interactions to be effective and relevant in social media.”

The information provided is offered for general informational purposes only and should not be construed as tax, legal or business advice. Consult with an attorney or other professional concerning your own needs and circumstances.


This article may contain trademarks or tradenames owned by parties who are not affiliated with Nevada State Bank.  Use of such marks does not imply any sponsorship by or affiliation with third parties and Nevada State Bank does not claim any ownership of or make representations about products and services offered under or associated with such marks.