Social Media Management

Social Media Management is an integral tool in the arsenal of modern day marketers. While some may call it a necessary evil; for most others, it is a must-have and go-to marketing platform, which must be harnessed as part of their marketing communication and PR efforts. The insights gained as part of social media listening helps organizations understand what is working, and what customers and people out there are saying about the company and its offerings.

A seemingly simple yet enigmatic tool, Social Media happens to be giving marketers all kinds of jitters as they try to get a handle on it.

Social Media

Social Media Management


Social Media

Social Media Management is an integral tool in the arsenal of modern day marketers. While some may call it a necessary evil; for most others, it is a must-have and go-to marketing platform, which must be harnessed as part of their marketing communication and PR efforts. The insights gained as part of social media listening helps organizations understand what is working, and what customers and people out there are saying about the company and its offerings.
A seemingly simple yet enigmatic tool, Social Media happens to be giving marketers all kinds of jitters as they try to get a handle on it.


Content Development

Many questions arise in their minds:

  • Does Social Media really have an impact on the business bottom line?
  • How much effort and money should I put in to yield the maximum ROI?
  • What type of content to aim for?
  • What metrics to gun for?
  • Which platform is the best one for my brand?


At the core of it, social media communication is a means for any brand to build a community of its tribe, and then leverage this audience effectively to impact the business bottom line. The objectives that can be achieved are varied - from brand recognition and engagement to customer acquisition and cross-sell to grievance redressal and brand advocacy. In fact, if the brand and the agency are imaginative and innovative enough, social media can be used to achieve objectives beyond the traditional ones.

If you are fairly new to the beast and trying to tame it, this is for you. A Social Media community can be compared to a WhatsApp group with your friends - with You being the admin. As an admin, your job is to make sure your group is a happening one, so that your members stay interested and feel happy to be part of it. If you initiate interesting and relevant conversations, you enjoy good participation; and if you share content that is interesting or useful or both, then members are more than happy to gobble it up and share it around at the earliest. Add to that some complex algorithms, some tough competition - and you have Social Media!

Here are some fundamentals of social media management that we follow at Urja, when we manage our client's social media:

Quality over Quantity

Having one lakh followers with 10% active members is better than achieving a Million followers with 99% inactive members. Social media management is not about reaching maximum numbers, for which you have social media marketing; it's about creating a strong community and building an active relationship with your audience.

Don’t Sell, Discuss

Social media gives you the most unique opportunity to connect with your audience at a deeper level. Hence, doing just product posts is a huge opportunity missed. For instance - If your product is a shaving cream, instead of going gaga over your own product, you could talk about grooming, self confidence, self care, personality building, and what not. And your audience will be all ears.

Listen and Participate

Building a relationship also requires you to listen. So listen you must, to your audience, and take interest in their lives. While you don’t need to scream or advocate every strong sentiment that is trending, it always feels good to see a brand express its views or thoughts, be part of discussions, and participate in ways that seem in alignment with its persona.

Be Multidimensional

A brand's voice can be unique and follow the guidelines, and have uniformity across all platforms. But the tone can be different each time. You can be funny, sentimental, bold, dramatic… express all the varied emotions of your brand, for that's when you really connect with your audience. And perhaps that’s when you tick that box of 'I'm not a robot' in your audience's mind!

The opportunities offered by Social Media are limitless, and they only continue to grow! All you need is a hands-on social media agency who can perform an in-depth analysis of your brand in conjunction with the social media platforms to evaluate and thereby leverage these opportunities.

The answers to your many questions concerning social media can be arrived at with a closer look at your business and brand objectives, your target audience, your budgets, and a couple of other key variables.

Write to us here if you want us to analyse your brand and tailor a social media management plan for your brand.

To see our work done for some of our clients, click here.

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