Social Media Account Management
What is Social Media Account Management?
Social media account management refers to handling and overseeing of an organization’s or individual’s social media presence. Social media management teams typically carry out content creationWhat is Content Creation? Content creation refers to generating material, such as text, images, videos, or audio for online or offline platforms. Organizations typically create content to engage an audience,… and curation, community engagement, and monitoring and analytics on behalf of a business to improve corporate social media content. This service includes reporting and metrics such as engagement, reach, and organic traffic to the organization’s site.
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Cybersecurity marketers often overlook social media. For many organizations, it is an afterthought left to an intern or junior staff member to manage whenever they have a spare moment. As a result, their social media content is largely unimaginative; their pages are little more than a corporate mouthpiece. But it doesn’t have to be this way.
Hiring a social media account management team can provide the creativity and consistency needed to supercharge your social media campaign, enhance your brand awareness, and generate high-quality leads. Contact Bora today to find out how our team can transform your social media marketingWhat is Social Media Marketing? Social Media Marketing (SMM) is a strategic approach that uses social media platforms to build a brand, increase sales, and drive website traffic. It involves… campaign.
Bora’s social media account management offering includes both organic and paid social media marketing services, depending on what you’re looking for.
Organic social media marketing primarily involves regular posting, engaging with audiences, and building a community over time. As the name suggests, it’s about growing your social media account naturally.
Paid social media advertising, however, involves paying social media platforms to promote content. This approach yields faster results as you can target specific demographics, interests, behaviors, and more. However, paid social media is unlikely to build the long-term relationships that the organic approach will.
The Strategic Advantage of Social Media Marketing for Cybersecurity Firms
It’s all too easy to dismiss social media marketing as not a priority for B2B marketing; but that would be a mistake. LinkedIn, Reddit, and X in particular are essential tools for any cybersecurity marketer. They are a place to publish attention grabbing thought leadership content, educate and engage with potential customers, gain access to new audiences, and promote your solutions. What’s more, your potential clients use them.
Let’s start with thought leadership. While it’s crucial to publish this type of content on dedicated cybersecurity publications, solely publishing content on these sites means you’re only reaching a relatively limited audience: the readers of those sites. By publishing thought leadership content on social media sites, however, you reach a vastly expanded audience. Put simply, pretty much everyone – including your potential clients – is on social media, but not everyone reads cybersecurity publications, and even fewer read all of them.
Similarly, in an industry stacked with complex concepts, terms, and ideas, social media marketing is a great way to contribute to cybersecurity awareness and establish your company as an industry thought leader. Worried that people don’t really understand what an ethical hacker is? Or aren’t aware of the cyber threats you protect against? Or don’t grasp the importance of enabling multi-factor authenticationWhat is Authentication? Authentication is the process by which the identity of a user or system is verified. It ensures that the entity attempting to access a resource is who… (MFAWhat is Multi-Factor Authentication? Multi-Factor Authentication (MFA) is a robust security method that enhances digital identity verification by requiring users to provide multiple authentication mechanisms before gaining access to a…)? Social media is the best way to tell them. And, if you tell them in an engaging way, they are more likely to think of you when purchasing a solution.
Social media marketing offers a further advantage in that it allows you to actively engage with potential clients. Whether you publish thought leadership content about the future of phishing, educational posts about the latest cybersecurity risks and vulnerabilities, updates on recent cyberattacks, or anything in between, social media gives your audience the opportunity to engage with your organization in a way other, more passive platforms don’t.
This engagement is important: in an industry often seen as dry or inaccessible, it gives your marketing efforts a human touch that will make you stand out from your competitors.
Perhaps the simplest way cybersecurity companies can take advantage of social media is by promoting their solutions. Again, social media is the perfect place to do this. Social media platforms like LinkedIn, Reddit and X use algorithms to ensure users see the content they’re interested in. That means that someone in the market for an APIWhat is an API? An Application Programming Interface (API), is a set of definitions and protocols for building and integrating application software. They allow disparate products or services to communicate with… More security solution is likely to see content about API security. If you’re an API security provider, these algorithms are invaluable for ensuring you reach your target market.
What’s more, social media platforms support multimedia formats, allowing you to get your message across in diverse and creative ways. Want to write a post about the most famous cybercriminals? Think an infographic about history’s largest data breaches would appeal to your target audience? Like the idea of making a video about phishingWhat is Phishing? Phishing is a type of cyberattack in which attackers send fraudulent communications, or direct people to counterfeit websites in order to trick those individuals into revealing sensitive… attacks, privacy settings, and identity theftWhat is Identity Theft? Identity theft is a type of fraud in which an individual’s personal and sensitive information is stolen and used by someone else without the former’s permission…? All this is possible on social networks.
Social Media Marketing Challenges
Sounds great, right? The problem is, realizing these benefits is easier said than done. Running an effective social media campaign – or even just managing a successful Linkedin or X account – comes with significant challenges, especially in the cybersecurity industry. They are:
Lack of Cybersecurity Knowledge
Cybersecurity buyers are often experts in their field, so the marketing directed at them needs to be thought-provoking, engaging, and, most importantly, accurate; without the right resources, in-house or cross-sector marketing teams will struggle to achieve this.
As a dedicated cybersecurity marketing agencyWhat is a Cybersecurity Marketing Agency? A cybersecurity marketing agency specializes in creating and executing marketing strategies for cybersecurity products and services. These agencies deeply understand the cybersecurity landscape, including…, we craft accurate, informative, engaging thought leadership content, not corporate ballyhoo. Our staff have combined decades of cybersecurity experience – both in communications and on the technical side – meaning they have an unparalleled understanding of the landscape.
Whether you specialize in authentication, incident response, or password managers, you can be sure our team has experience in your field. This experience informs our content, ensuring that your social media posts further the conversation, not just follow it. What’s more, we can communicate complex ideas surrounding security measures, security threats, malwareWhat is Malware? Malware, a portmanteau of “malicious software,” constitutes a broad category of software specifically designed to infiltrate, damage, or disrupt computer systems, networks, and devices without the user’s…, social media security, and more in a way that is engaging, even to people not interested in cybersecurity.
Resource Constraints
Most in-house marketing teams lack the time and resources to consistently manage multi-platform social media accounts or LinkedIn advertising campaigns; this typically leads to inconsistent posting, low-quality and unimaginative content, and low engagement.
We have a dedicated social media account management team, meaning we can give your campaign the time and attention it deserves. We promise consistent posting and creative, well-thought-out content that will grab your audience’s attention.
Poor Industry Networks
In an industry as niche as cybersecurity, marketing is only effective when it reaches the right people. In-house or cross-sector marketing teams typically lack the industry connections to get their content to decision-makers.
Bora has deep, pre-established relationships in the industry, meaning that we can effortlessly reach key cybersecurity decision-makers. We know what forums and groups to join, what content appeals to buyers, and who we need to reach. Bora takes the guesswork out of social media marketing.
Insufficient Understanding of Social Media Platforms
Social media platforms often change their algorithms, forcing marketers to adapt to ensure their posts still gain the necessary traction. In-house marketing teams are unlikely to have the time to keep up with these changes.
We keep up with emerging trends, changing algorithms, and best practices to ensure your content fulfils its true potential. As an example, when LinkedIn changed its algorithm to disincentivize posts that linked away from their site, we changed our approach. We crafted four forms of promotional content for each blog post: a LinkedIn article, a video, an embedded rich post, and a link to the client’s website.
Why Choose Bora?
You should choose Bora to manage your corporate social media accounts because we have demonstrable success in helping clients achieve their goals. Take Venafi, for example.
In 2021, Venafi, an identity management provider, was facing the prospect of its largest competitor AppViewX, outperforming them on LinkedIn. Venafi wanted to enhance its brand position and be seen as the market leader in a growing machine identity management market.
AppViewX’s LinkedIn followers were growing at a faster pace than Venafi, with a total of 14,500 LinkedIn followers, compared to Venafi’s 10,300 followers. Being 30% behind, Bora calculated that an average of at least 1000 followers per month would need to be gained, in order to meet Venafi’s objective.
The challenge was to grow Venafi’s LinkedIn audienceWhat is a LinkedIn Audience? A LinkedIn audience is made up of professionals and businesses across various industries who use the platform for networking, career development, and sharing industry insights…. consistently; when standard posts were being throttled by the platform. To meet goals, an innovative approach was needed to appeal to the LinkedIn algorithm and gain high levels of engagement.
Bora’s LinkedIn account manager advised creating engaging rich posts on the platform to increase impressions and interactions.
We offered a holistic social media marketing solution to manage all Venafi’s social channels. Bora would create and schedule posts on all Venafi’s social platforms and use key metrics to measure the success of social media posts. These metrics are fundamental in understanding which posts resonate with the audience. Alongside managing Venafi’s social channels, a content calendar was also proposed to ensure posts are diverse, timely, and engaging.
The overall strategy Bora proposed was to 4x the number of LinkedIn posts using the same amount of core content. Repurposing new blogs into educational short-form videos, adding articles on LinkedIn Pulse, and creating rich posts and uploading them as carousel posts on LinkedIn. The solution focused on what content would appeal to the LinkedIn algorithm to gain maximum engagement.
As part of the tailored solution, Bora would also tag relevant experts within the cybersecurity industry to increase engagement, as well as post content that historically performed well.
Bora not only met but exceeded Venafi’s expectations, with all three goals being met three months before expected. Just take a look at the results:
- Venafi’s total social media audience grew +65% to 33,093.
- Social media engagement grew 306%
- Venafi ended the year with 2,882 followers ahead of its largest competitor AppViewX.
- Traffic to venafi.com from social media increased by 10%
- Bora produced 87 pieces of new content, including a carousel post that received a record-breaking 1,413 clicks for an organic piece of content
And don’t just take our word for it. Here’s what one of our clients had to say about our social media management services:
“I love working with the Bora team. They have been a fantastic partner for me at multiple different companies on many different projects and I highly recommend them. They really became a part of our internal marketing team and helped us approach our social media presence with a lot of creativity while also bring analytical ability to our content. They helped us change our content strategy to get the outcomes we wanted and were so great at helping us extend our brand voice into social media.”
FAQs
What are the popular social media platforms for cybersecurity companies?
LinkedIn is by far the most popular social media platform for cybersecurity companies, followed by Reddit and, to a lesser extent, X.
Why is social media marketing important for cybersecurity companies?
Because social media is an opportunity to get your brand message out to a huge audience. Moreover, your competitors will be doing social media marketing, so failing to take advantage of this medium will mean you fall behind the pack.
What are the best practices for handling a cybersecurity company’s social media account?
Maintain consistent, informative posts about industry trends, share best practices, engage with followers professionally, and address inquiries promptly.
Bora’s team has a wealth of expertise in cybersecurity, social media, and marketing. We can help you communicate the importance of protecting sensitive information, how to identify phishing scams, the latest social engineeringWhat is Social Engineering? Social engineering is a manipulative tactic cybercriminals use to deceive individuals into divulging confidential information or performing actions that compromise security. Unlike technical attacks, which exploit… trends, and more. Whether your target audience is security teams, TikTok users, or people who want to know how to create strong passwords, we can help you reach them. In short, if it involves cybersecurity, social media, and marketing, we’re all over it.
So, what are you waiting for? Social media account management can amplify your reach, enhance brand awareness, and generate genuine leads. Contact us today to see what you can do for your corporate social media account.
Social Media Marketing: Organic vs Paid