by Victor Manuel Hernández Peguero


Welcome back! As promised, this is the second post of the Series “Social Media: A Powerful tool for business” In our first post went over the origins of Social Media Networks, the factors that make Social Media an excellent tool to communicate with clients and prospects as well as the most popular networks available today. I highly recommend that you check our first post by clicking here before reading this one.

Choosing the right Social Media Network

As mentioned in our previous post, there are many Social Media Networks available freely to us all. Choosing where to create our profile will depend on on the target you will be addressed to, the information you are planning to share, post size, and the available marketing tools in each platform.

Besides the key elements listed above, every individual and business willing to conquer the digital world should create a profile/fan page/account in the following networks:

  • Facebook: Is the world largest Social Media Network Today, it doesn’t matter if you are creating a personal profile or a Business Fan Page, you have to be on Facebook. If Facebook was a country it would be the most populated one.
  • Twitter: It is a microblogging Social Media Network, very popular and trustworthy. Nowadays, Twitter is a place where you can find the latest news in a huge variety of fields, industries, and topics. Artists, Politicians, Business Professionals, and Public Figures utilize Twitter to communicate with their fans and followers, it is the place where the latest news always is.
  • Instagram: Is another Social Media Network owned by Facebook. This Social Media Network focuses primarily on pictures sharing. However, sharing video is possible. Every day Instagram gets more popular.
  • LinkedIn: The Business Social Media Network. Here companies and individuals get together to share information related to their professional career. It helps head hunters find new talent and professionals to get clients and/or jobs.
  • YouTube: Would you imagine 15 years ago that thru the internet you would be able to stream video content totally free? I doubt it but, today YouTube is the worlds leading Video Sharing Platform.

At the very beginning, I will suggest to keep it simple and start with Facebook, Twitter, and Instagram. After several weeks of managing these three accounts, you will have a better picture of where does your audience go. For example, there is no need to have a YouTube Business Account if you are not planning to share Webinars or long videos as you could share a short video using Instagram or Instagram.

How to manage your Social Media Accounts?

Nowadays, there are several tools available to make Community Management a fastest, well organized and user-friendly task. After”ward, we will go over a few of the tools available. If you like to know-how is a day of a Community Manager I highly recommend the post by Sara Martín titled: “Community Manager: How is the day-to-day” published at Metricool Website.

Which are the main tasks you need to perform?

Managing your Social Media Accounts is a task that requires commitment, consistency, discipline, people skills, and patience. Yes!, Patience is key, as you will see or might already have seen, Social Media growth and engagement take time.

The most important activities a Community Manager has are:

  • Content Creation
  • Social Media Accounts Monitorization
  • Respond to users messages and comments in a prudent time.
  • Build Rapport with your Community
  • Is entitled to Create the Social Media Plan
  • Generate and Study the Insights (Social Media Analytics)
  • Create the Digital Marketing Action Plan
  • Crisis Management – A MUST!

Content Creation

This is, in my opinion, the most important task a Community Manager has. Nowadays, content is what makes the difference when building an audience and engagement. The internet is full of competitors which as you are pursuing by the use of SM to increase their companies business by getting new leads thru the available channels.

There are no tricks or shortcuts, which will differentiate you from your competition are the quality of the content you share. In order to create good content, first, we need to know our target interests, needs, and desires. Basically, have a clear picture of your Buyer Persona.

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.

Extract from the Post “The Definition of a Buyer Persona” by Sam Kusinitz published at HubSpot Website.

After having studied carefully your Buyer Persona and selecting your niche, you are ready to start writing content.


The length of your content will need to adjust to the Social Media requirements. What do I mean? Well, each SM has its own rules in terms of the size (characters) of your posts. For example, Instagram only allows the user to share videos up to 60 seconds in your feed. Twitter limits your tweets to 240 characters and Facebook on the other hand limits posts to 63,206 characters.


Always give credit to the owner of your content if you copy any content from other sources. Plagiarism is punished all over the internet. Google will be left you at the end of the search results if you tend to duplicate content (it doesn’t matter if it’s a blog that you have or just Social Media Posts).

Never publish content just to publish

What do I mean? It is better to share content not so frequently that sharing content without a soul. Your audience what to read quality content. Quality Content for an audience is the one that fulfills their needs and/or desires. If you fall in the practice of sharing whatever comes to your mind or something without importance you will start losing your audience and engagement.


We need to make our content attractive to our visitors. You can have a well-written post, but if you don’t have good quality pictures,

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