Evolving: Keeping up with Modern Tech


Let’s put on our marketing hat and talk about social media – a technological “MUST” for Administrative Professionals to understand, especially if there is no one else taking care of that task in the office. Let’s talk about the strategy for managing social media for your workplace.

According to the 2020 Social Media Marketing Industry Report by Michael A. Stelzner, Founder of Social Media Examiner, “A significant 86% of all marketers we surveyed indicated that their social media efforts have generated more exposure for their businesses. Increased traffic was the second major benefit, with 78% reporting positive results.” Traditional methods of marketing businesses like billboards, commercials, and sponsorships are now commonly accompanied by social media marketing strategies. 

Since this is a relatively new practice for established companies, Executive and Administrative Assistants may be asked to do this on their own. In a way, the person in this position already knows more about the inner workings of the company than most employees do because of his or her ability to work closely with the Executive. By learning, practicing, and honing your skills in content creation, marketing to a specific audience, and using both SEO and analytics, you will be able to successfully use social media to reach consumers, increase a following, and increase sales.

Skills for Successful Social Media Strategies

First and foremost, an up-to-date knowledge of what social media is and how businesses use it to promote their products and services is required when acting as a social media strategist for your company. Marketing to a particular audience is about storytelling. When telling a story through social media, one normally uses a visual medium and reaches people in the form of content posted on platforms like Facebook, Instagram, Twitter, and LinkedIn. An article written on businessmirror.com.ph lists the three main forms I have content used on social media platforms as “articles, videos, or memes.” The demographics of your target audience, your company’s consumers, one platform may work better than another or even a combination of them. Many things go into a profitable post on your company’s profiles.

Make sure the content you post is not just a pretty picture. It must engage with the consumers through interactive material like facts, messages, polls, questions, or surveys that can start a conversation. It is also good to remember that a conversation goes both ways and you must make a habit of keeping up with comments and questions consumers make on your company’s posts. Replying directly to your consumers’ questions and commentary will show that your company cares.

The more people an Administrative Assistant can get to talk about the company he or she works for, the farther the social media presence will reach. This is why a knowledge of basic SEO, or Search Engine Optimization, is crucial. SEO is basically the strategies a brand puts into place in order to be seen first when a consumer searches for that particular product or service on a search engine like Google. For example, keywords used in each post will show up in different places of the Internet through ads. This is similar to keywords used after a hashtag symbol on Instagram that connect individual profiles to company profiles with the same keyword hashtag. Consider using Instavast.com to help with generating hashtags for all platforms.

Another way to see which posts resonate more with your target audience involves using analytics. Once a business creates a profile and has it set up with several posts regularly updated with consistency, he or she should look under the menu item that says something like “insights” to see which posts were the most popular. It is also advisable to stay updated on the latest trends in your industry. Through analytics and feedback, an Administrative Professional can take information back to the Executives of the company and improve in areas management may not see the negative impact of.

Benefits of Your New Social Media Marketing Role

At first, your new role as a social media strategist may seem like an unnecessary addition to your workload. However, if you continue to improve your skills in content creation, understanding your audience, and using SEO and analytics to your advantage you will see it pay off through marketing success. This new way of listening, learning, and interacting with the consumer will eventually turn into one of your company’s greatest assets. This will help you be seen and climb the ladder!

Meet Joanne Linden, CPS, CEAP, CWCA President and Master Trainer