Gaps in Social Media Management (SMM) Space — What Social Media Managers Can do Better

As we go through social media, there are notable gaps and areas for improvement that social media management (SMM) professionals can address to stay ahead in 2024.

Photo by Valentin Lacoste on Unsplash

By acknowledging these gaps and adopting strategic approaches, SMM professionals can enhance their impact and effectiveness in the digital landscape.

1. Authenticity Over Automation
Gap: The overreliance on automation tools has led to a decline in authentic human connections on social media.

What SMM Can Do Better:

• Prioritize genuine interactions over automated responses.
• Utilize automation tools judiciously, ensuring a balance between efficiency and authenticity.

2. Inclusive Content Representation
Gap: Many brands still struggle with inclusive content that reflects diverse perspectives and voices.

What SMM Can Do Better:

• Actively seek diverse voices for content creation and influencer collaborations.
• Employ tools like Refract to analyze content for diversity and inclusion.

3. Privacy and Data Security
Gap: Heightened concerns around privacy and data security continue to erode user trust in social media platforms.

What SMM Can Do Better:

• Stay informed about evolving privacy policies and communicate transparently with the audience.
• Leverage platforms like OneTrust to ensure compliance with data protection regulations.

4. Meaningful Metrics Beyond Vanity Metrics
Gap: Many SMM strategies focus on vanity metrics like likes and followers, often neglecting deeper engagement indicators.

What SMM Can Do Better:

• Emphasize metrics such as conversion rates, customer feedback, and sentiment analysis.
• Employ analytics tools like Talkwalker for a holistic view of brand perception.

5. Interactive and Immersive Experiences
Gap: The potential of immersive technologies like augmented reality (AR) and virtual reality (VR) is underutilized in SMM.

What SMM Can Do Better:

• Experiment with AR filters on platforms like Instagram and Snapchat.
• Integrate VR experiences for virtual product launches or behind-the-scenes content.

6. Proactive Crisis Prevention
Gap: Reactive crisis management is common; proactive strategies are often neglected.

What SMM Can Do Better:

• Monitor social media for potential issues using tools like Meltwater.
• Develop comprehensive crisis communication plans and conduct regular simulations.

7. Adaptation to Emerging Platforms
Gap: Brands may struggle to adapt to new and emerging platforms, missing out on potential opportunities.

What SMM Can Do Better:

• Stay informed about emerging platforms like Byte and Caffeine.
• Conduct pilot campaigns to test the waters on new platforms.

8. Educational Initiatives for Users
Gap: Users often lack awareness about digital literacy, leading to the spread of misinformation.

What SMM Can Do Better:

• Collaborate with educational institutions and influencers to promote digital literacy.
• Share verified information and debunk myths through engaging content.

In 2024, addressing these gaps will be instrumental in fortifying the role of social media management. By fostering authenticity, embracing diversity, prioritizing privacy, and staying innovative, SMM professionals can navigate the evolving social landscape with resilience and impact.