Passed on 7 April, 2025

4. Social media management

In this lesson, you’ll learn how to develop a professional profile, interact effectively with customers, and explore tips to enhance your content strategy and manage your accounts efficiently.

✅ Learning objectivesBy the end of this lesson, you’ll be able to:Build a social media profile that reflects your business identity.Learn how to connect with your customers to foster engagement and loyalty.Develop strategies to grow your social media presence.Understand the role of content in driving engagement.

Learning objectives

By the end of this lesson, you’ll be able to:

Build a social media profile that reflects your business identity.

Learn how to connect with your customers to foster engagement and loyalty.

Develop strategies to grow your social media presence.

Understand the role of content in driving engagement.

Your profile is your homepage

Your social media profile is often the first impression people get of your brand. Think of it as a business’ homepage – it needs to reflect its mission, values, and key offerings. In this section, we’ll explore the importance of business profiles and how to set them up for success.

Building a strong profile

This section will guide you through the steps to set up a profile that stands out and resonates with your audience.

Choose the right profile type

As a reminder, ensure you’re using a business account on social media sites like Instagram and LinkedIn® professional networking services to unlock essential features. This helps keep personal and professional activities separate.

Add key business information

Provide basic business details like your location, contact info, and website. This gives followers quick access to what they need.

Visual branding

Keep your visuals consistent across social media sites to reflect your brand, but adapt your style to fit each platform. Some may prefer a polished look, while others work better with a casual style.

Gain followers and grow your network

Building a following on social media takes time, patience, and consistency. The key is to start with your existing audience and gradually expand your reach through creative strategies and meaningful interactions. Let’s explore practical ways to attract new followers and grow your network organically.

Connecting with your customers

Building relationships online takes time and effort. It’s not just about posting, but about consistent interaction and staying true to your brand values. Finding a strategy you can maintain long-term may require experimenting and testing different approaches along the way.

Post content regularly

Post consistently to build trust, stay visible in your followers' feeds, and favour the platform's algorithm. Use a mix of content formats – such as images, videos, and other engaging posts – to experiment and discover what resonates best with your audience across different platforms.

Growing your social media presence

Here are some ways to expand your reach and engage both new and existing followers.

1

2

3

4

Introduction to Paid Ads on Social Media

Paid ads on social media let you tailor campaigns to your marketing goals – whether it’s boosting posts, running promotions, or reaching new audiences. With targeted ads, you can connect with the right people and grow your business more effectively.

Key benefits of social media ads

Discover why marketers increasingly rely on social media ads to gain a competitive edge. We'll explore this further in the module onPaid marketing channels.

Targeted messaging

Social media ads let you target users based on high-level, aggregated data like age, location, and interests – ensuring your message reaches the right audience.

Cost-effective

With scalable budgets, you can run campaigns suited to any size, from small businesses to large corporations, and still get measurable results.

Interactive engagement

Ads can encourage interactions, such as comments, shares, and likes, fostering community engagement and meaningful customer relationships.

AI optimisation

Social media sites use AI to show your ads to people who are most likely to click, sign up, or buy something.

Paid ads on social media let you tailor campaigns to your marketing goals – whether it’s boosting posts, running promotions, or reaching new audiences. With targeted ads, you can connect with the right people and grow your business more effectively.

Content tips

Creating valuable content is essential for driving engagement. Use these tips to maximise your social media impact.

Plan your social media strategy

Now that we've explored strategies for connecting with your customers, growing your social media presence, and creating engaging content, let’s put those insights into practice. Use this activity to plan how you could manage your social media presence.

✅ ActivityUse this checklist to outline your approach to social media management. Consider the plant shop example or apply it to your own business. Try to be as specific as possible.Check the items off as you go.How often will you post?What type of content will you post (e.g., videos, photos).What themes will you focus on? (e.g., product highlights, promotions).Which social media platforms will you focus on?How often will you monitor comments?What tactics will you use to grow your following? (e.g., competitions, collaborations).How can you use AI tools to boost productivity or inspire creative ideas for posts?

Activity

Use this checklist to outline your approach to social media management. Consider the plant shop example or apply it to your own business. Try to be as specific as possible.

How often will you post?

What type of content will you post (e.g., videos, photos).

What themes will you focus on? (e.g., product highlights, promotions).

Which social media platforms will you focus on?

How often will you monitor comments?

What tactics will you use to grow your following? (e.g., competitions, collaborations).

How can you use AI tools to boost productivity or inspire creative ideas for posts?

Download PDF

Download PDF

Case study

Currys used customer questions to stand out from competitors and grow their social media impact.1Explore how they did it and think about ways to apply this strategy in your own scenarios.

Currys drives engagement with questions

Currys, a leading consumer electronics retailer, tackled decision paralysis with their 'No Questions Unanswered' campaign. They used YouTube to directly respond to customer queries, setting them apart from online competitors.

The challenge: Too many choices

Shopping for tech products can overwhelm customers with questions. Currys used social media sites to answer these queries, keeping customers engaged across multiple touchpoints.

Currys says…

“We built our ‘No Questions Unanswered’ campaign by tapping into YouTube search trends. This helped us answer key customer queries, such as which laptops are ideal for engineering students.”

Why does this matter?

Answering customer questions directly boosts engagement. Currys' campaign increased views to 40M on YouTube and saw 200K site visits being proactive with customer interactions.

The steps Currys took to succeed

Found questions:Currys checked YouTube trends to learn what customers were asking.

Made videos:They created videos with their store experts answering these questions.Optimised ads:Currys used big titles, their logo, and eye-catching visuals in the ads.Chose formats:They used different YouTube ad types to reach more people.Targeted smartly:Currys matched ads with customer interests and search terms.Launched and improved:They ran the campaign during busy times and made updates for better results.

Made videos:They created videos with their store experts answering these questions.

Optimised ads:Currys used big titles, their logo, and eye-catching visuals in the ads.Chose formats:They used different YouTube ad types to reach more people.Targeted smartly:Currys matched ads with customer interests and search terms.Launched and improved:They ran the campaign during busy times and made updates for better results.

Optimised ads:Currys used big titles, their logo, and eye-catching visuals in the ads.

Chose formats:They used different YouTube ad types to reach more people.Targeted smartly:Currys matched ads with customer interests and search terms.Launched and improved:They ran the campaign during busy times and made updates for better results.

Chose formats:They used different YouTube ad types to reach more people.

Targeted smartly:Currys matched ads with customer interests and search terms.Launched and improved:They ran the campaign during busy times and made updates for better results.

Targeted smartly:Currys matched ads with customer interests and search terms.

Launched and improved:They ran the campaign during busy times and made updates for better results.

Launched and improved:They ran the campaign during busy times and made updates for better results.

Check your knowledge

It's time for you to check and reflect on what you've learned so far.You must complete the knowledge check to move to the next lesson.

You must complete the knowledge check to move to the next lesson.

You must complete the knowledge check to move to the next lesson.

Question 1 of 1

Social media success is about aligning actions with the right strategy. Below, you’ll find several actions and strategies. Your task is to match each strategy with the correct supporting action.

Posting customer testimonials

correct

Responding to customer comments promptly

correct

Running a targeted ad campaign

correct

Submit

Submit

Yes.Posting testimonials builds trust, responding to comments strengthens engagement and relationships, and targeted ads increase visibility and reach.

Lesson complete

Great job!You've learned how to build a professional social media profile, connect with your audience meaningfully, and use content and ads strategically.In the next lesson, we’ll dive deeper into what part influencers play.

You've learned how to build a professional social media profile, connect with your audience meaningfully, and use content and ads strategically.In the next lesson, we’ll dive deeper into what part influencers play.

In the next lesson, we’ll dive deeper into what part influencers play.

In the next lesson, we’ll dive deeper into what part influencers play.

References

1Think with Google:How Currys drove 40M views by leaving no questions unanswered

1Think with Google:

How Currys drove 40M views by leaving no questions unanswered