Social Media Campaign Management

Social Media Management

Social is a growing source of targeted traffic for sites, and an important component of most companies’ digital strategy.

Social media management can take the form of:

  • social presence – a general visibility on social channels
  • social campaigns – a focussed use of social channels

At a minimum companies should maintain a social presence. This includes a basic visibility on the main social channels, but is usually kept at a minimum in terms of effort, strategy and cost. It is ideal for small businesses as it allows customers to stay up to date using their preferred medium, and takes advantage of happy customers who provide recommendations to their friends and peers.

Social campaigns are much more involved and require strategic planning, audience targeting and content creation. They are focused on goals and KPIs for the business and form part of the overall traffic strategy.

At XEN we tailor the social management according to your company goals and budget.

Social Channels

There are numerous social media options, however the following short-list covers the main social channels being utilised by businesses.


Ideal for regular updates, and aimed at keeping people quickly informed.
Some benefit in being the first to report on a trending piece of news, as it can be the initial source of retweets.
Traffic tends to be engaged, but usually single page visits.


Ideal for building community, and especially useful for promoting signups through competitions and offers.
Photos and quirky stories also a high source of engagement.


Ideal for sharing photos that are relevant to topics – the more specific the better. Motivational images are also good, but generic (or cliché) stock images are not recommended.


Ideal for sharing interesting news items, especially those backed by research studies, and related to improving work performance, increasing professional skills and highlighting industry trends.


A useful community building device, sitting somewhere between the content approach of LinkedIn and Facebook. Good research stories, motivational images and links to other news items (eg curation of stories from other sites) work well. Reblogging others in the industry is also a good source of trackback traffic and links.


Excellent for food, health and lifestyle related industries, Instagram is a rapidly growing photo and video based social network. High engagement and loyal followers often drive healthy sales to ecommerce sites.


Ideal for ensuring new articles are indexed quickly, and should be the first point of sharing for research related stories that might be picked up more widely. Having blog posts and articles indexed quickly means they can rank for early search traffic. Which in turn leads to being linked to by other sites. Which in turn increases rankings and traffic.


Video is always useful to augment traffic from links and images. Video is also an effective SEO tactic as well – with targeted videos often being included by Google in Universal Search results.

See also our blog post on the changing social landscape.

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