The importance of effective social media management

Tanki Kotelo

In today’s world, where social media is king, mastering the art of effective social media management is a must, this makes it important for companies to create their online presence. Effective social media management also provides an opportunity for an individual or organisation to engage with targeted audiences all over the world.

Social media used to be just a pastime; not anymore—now it is also an invaluable marketing tool, however having great power comes with great responsibility. To maintain an active and positive presence on social media, an organisation needs to know how to plan, think creatively, and do things consistently.

Many modern-day businesses in Lesotho still do not see the important role of social media management as central to their operations. For example, because of its large user base, Facebook has become a popular choice for advertising campaigns by clothing retailers in Lesotho. Business owners can use platforms like X and Instagram to find customers and leads, build relationships with them, increase sales, and perform other tasks that would assist in continued business growth.

A case in point is the Lesotho National Museum Archives, which, through its Instagram account, has helped showcase the rich heritage of Lesotho, thus attracting the tourist industry from across the globe. They have managed this by using hashtags wisely, producing interesting blog posts, and building their community online so that they have been able to make a strong digital impression.

In addition to advertising, social media management has other benefits. It can establish good customer relations, encourage trust, and enhance brand popularity. The best example in this case is the Maluti Mountain Brewery, a local craft beer manufacturer. Their social media hype has undeniably made them sell more beer in every sales encounter, all while building a family and patronage of loyal buyers who willingly advertise these products.

While this might seem all too easy, it is usually a gruelling process of trial and error. What you need to do is identify suitable channels for your brand as the first step towards effective management of the same through social media. What makes up Lesotho’s social media landscape is a mishmash of different platforms, such as Facebook, Instagram, X, and WhatsApp, each with its own user base and content consumption tendencies. You could then change your messaging and communication strategies according to your target audience.

Creating or curating high-quality content should be the next step once you have selected your channels carefully. Do not forget that Lesotho consumers value quality content too. The trick is to be original and convince them why, out of over a million creators worldwide, they should choose you!

As a rule, it is not only about likes and shares but also about how well you can make use of digital interactions to expand your brand while at the same time building valuable connections with customers that will last a long into the future. We wish you all the best, and we ask that you give us a call if you do not know where to start! 

Bloom Communications is a Lesotho-based consultancy specialising in best-in-class media-driven communications, professional writing, public relations, social media management, and marketing for individuals, corporations, and micro, small, and medium-sized brands. For feedback, contact: info@bloomcommunications.co.ls.