Social Media Manager Chat: Getting the most out of each work day

For every social media manager (SMM), no two days are the same. There’s content creation, organising resources, scheduling social posts and of course looming deadlines. With the need to create fresh content that keeps audiences engaged, it can feel overwhelming trying to manage it all, but it doesn’t need to be this way.

In this brand new series, SMM Chats, I talk to leading digital strategists and social media managers about their challenges, how they keep themselves productive and manage the online presence of the brands they work for.

This month I spoke with Bianka Velevska, a Melbourne-based brand manager and the editor of brand.ing. She’s worked with a diverse range of brands which include: frank green, Mi GOALS and Collabosaurus, so we sat down to learn how she prioritizes her work and creates a speedy social media workflow.

How do you set yourself up for a productive work week?

Before the beginning of each week, I’ll check which meetings are scheduled in my calendar so I’m prepared. I’ll then look at small tasks that I didn’t get around to the previous week and make that first priority for Monday and smash them out within the first hour or two.

My top productivity hacks:

1. I hide my phone behind my laptop facing down when I’m working. Out of sight, out of mind.
2. I put on a ‘brain food’ playlist and listen to music that doesn’t have many lyrics.
3. I don’t have a meeting if the content of the meeting can be an email. It’s the best way to protect your time.

Each day I choose and stick to three major tasks that ‘move the needle’ for the business.

Using a method she adopted from her time at the stationery brand, Mi Goals, Bianka decides which three tasks she’s going to tackle for the day, choosing ones that’ll have the best impact for the business.

It must get busy managing social media for brand.ing and your clients, how do you plan out upcoming content?

I usually do this in three stages.

Stage 1: Plan ahead

At the beginning of each month, I look at our content calendar to see if there are any important dates that are relevant to brand.ing and my clients that our audience would engage with and make note of these so I can build content around it. I then note upcoming campaigns we have in the works so I can make sure there’s an even distribution of sales messages, campaign promotions, user-generated content and content that brings value to our audience.

@brand.ing’s Instagram feed features curated content along with quotes for brands/entrepreneurs. The aesthetic of the feed is minimal and bold which emulates their website.

Stage 2: Source the content I have available

I’ll then look at the user-generated content (UGC) we have gained in the last few weeks which hasn’t been used on our socials previously to see if there’s a way to communicate our message and hero our customers at the same time. Customers love having their content shared by brands (with image credit of course) and you’ll find more users are creating beautiful content with the ambition of having it shared by their favourite brands.

An example of beautiful UGC by one of Mi GOALS’ customers, which the brand was able to use to provide tips for their audience.

Stage 3: Creating a social media workflow

Amongst deadlines, to do lists and getting into a creative mindset, sometimes it can be a challenge to get in the zone and feel inspired to create content for your brand’s social media channels. Here are the steps I use to create a great workflow.

1. Have a goal for streamlined direction

Why are you sharing this content with your audience? How does it bring value to your audience? Write down your goal so you can see it in front of you to keep you on track.

Some examples of social media goals are to:

• Begin a conversation
• Drive traffic to your website
• Build connections by acknowledging your customer’s pain points

Once you get to the core of why you’re sharing this content, you’ll instantly find yourself procrastinating less and getting into a creative flow. It works for me every time.

Cute pets at the office are always a good idea. Image: @bianka.velevska.

2. Save content as you go

An efficient way to source content is to save the content you’ve seen whilst scrolling on social media. By using Instagram’s Collections feature you can save images into labelled folders which are stored in the Instagram app — saving you time searching through screenshots on your phone/computer and saving your phone’s storage.

Bianka’s saved posts feature cool packaging, graphics and creative campaigns from brands. She frequently uses this as a go-to for reposting relevant content on brand.ing saving time in the planning process.

3. Set aside time each week

I love to batch plan, create and upload content. I find I need to get into a content creation flow where I feel creative and am focussing on this one task at hand.

I aim to carve out one day for approximately 14 posts for Instagram. On this day I’ll:

• Plan my messaging
• Choose UGC content and make note of content we have to create
• Map out the timeline of content
• Write creative captions for Instagram
• Take a break and review content for typos/clarity

4. Automate and schedule ahead of time

I can’t begin to explain how liberating it is to have content scheduled ahead of time. Even if it’s just a week or two in advance. It instantly removes the anxiety of not having posted for a day or two or even sporadically posting. It means I can focus on tasks that require my immediate attention such as engaging with our online community and commenting on like-minded brands posts etc.

I recommend automating and scheduling whatever you can and with platforms like MailChimp and Sked Social, it makes your workflow a whole lot easier. You can learn how to easily schedule Instagram posts through Sked Social here.

How do you get your daily dose of creative inspiration?

I love wandering through magazine stores and looking through old magazines I have at home. It gives me a moment to step away from my phone and to explore different themes in different magazines. My favourite magazines include Brand Balance, Artichoke and Broadsheet. That being said I love discovering cool graphics from an illustrator or creative on Instagram.

I also like scanning through my inbox, looking at different subject lines and keep note so I can create the same impact for my clients.

How do you overcome challenges within projects?

There are challenges throughout each project. Especially when there are more people involved (photographers, designers and copywriters, for example). Everyone has their own opinion, you’re on different schedules and things need to keep moving.

I approach all situations with the mindset that my job is to put out fires. When you have a solutions-based mentality you can go into a figuring-things-out mode.

One of my most recent challenges was for a new gifting solution I was launching. Part of the gift box we were shooting didn’t arrive in time for the photoshoot. Instead of having to re-organise everything and delay the campaign, we used a sample we had available and did some nifty work with Photoshop.

It was stressful as I knew our designer didn’t have the time to add this new bit of work into their schedule, but thankfully we were able to work through it in time for the launch (phew!).

Amongst your busy schedule, how do you ensure you’re learning new skills?

I learn a lot as I go along each day. The truth is that you can’t know everything there is to know about the digital marketing landscape. You have to learn and apply what you need in that moment. I naturally enjoyed Instagram and adopted the app early on.

Working as a brand manager I’m naturally a visual person, campaigns have to be beautiful to the eye and although I’m not a designer, I know what good design is and isn’t. I’m always trying to improve my copywriting and the speed at which I can create content for social media.

The top skills for social media managers are to: have great copywriting skills, an eye for design, be a strategic thinker/planner and always test and try new things.

How do you keep up with industry trends?

I make sure I’m signed up to the most relevant newsletters which include: AdWeek, Glossy Co and Mumbrella so I can keep up with what’s making news and what industry insiders are talking about and find important. Besides that, I have the Medium app on my phone so I get rich content I can easily access each day before I start work. I also regularly attend panel events with digital marketing influencers to hear their perspective on all things social media.

In my spare time, I do quite a bit of social listening by observing the comments and seeing how users are engaging on a brand’s social media posts. I look at what customers are commenting, the questions they’re asking brands and how they engage with their friends on a brands social media account.

Quick fireside #SMM chat:

What are some of your favourite brands to follow on social media?

1. Rimowa: for their really creative graphics and campaigns that showcase luggage from a different and more creative perspective.
2. Girlboss: love their message, consistency in their tone and helpful branded content
3. Billie: for their bold, edgy and empowering brand purpose

What tools do you use on a daily basis to help you succeed?

• Grammarly
• Sked Social for social media scheduling
• Google Docs for planning and making notes

Book or podcast you’re listening to and loving right now?

Seth Godin’s ‘this is marketing’ and Shoe Dog by Phil Knight

One piece of advice for SMMs just starting their career?

Figure out what it is about social media that you’re passionate about so you can and hone in and become a specialist in that area. Some examples include copywriting, content creation, customer service representative/community manager and a content strategist. Try a bit of everything and see which is the best way to go for you!