Social media management
Digital marketing is unimaginable without it. This is where brands build awareness effectively, win markets, and shape the intention to buy.
Whatever the size of your company or the field you work in, social media management is one of the most essential channels there is — and one of the most accessible to reach and master.
And with a professional agency team behind it, it becomes a genuinely powerful engine for growth.
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Is managing social media getting in the way of focusing calmly on your business strategy and its growth? Not getting the results you want from your marketing online?
Put your social media communication in the hands of the Waymakers team — we will take care of communication that grows your business. Graphic design, copywriting and a marketing strategy built for your particular market let us produce content that keeps you a full step ahead.
What is social media?
If that looks like an easy question, let us introduce you to a rather different view of social media: the business view. No, it is not a way to chat with friends or see what a classmate you have not seen in years is up to. Social media and social media marketing are a way to find your buyer and sell your products or services to the people who need them.
The most popular social networks
In the Lithuanian context, the most popular social networks are Facebook, Instagram, YouTube, LinkedIn and TikTok. Facebook remains the market leader — it gives you room to tell people about your product properly and put it in front of new prospects. Unlike an online shop, here you can present not only the technical properties of a product but also build a story, and explain why a customer needs what you offer.
“We don’t have a choice on whether we do social media, the question is how well we do it.” – Erik Qualman, American author of “Socialnomics”
Other networks are popular abroad, X and Pinterest among them. So depending on what your business does and which markets it operates in, the best advertising channel will differ. For most businesses operating only in Lithuania, advertising and social media marketing on Facebook makes sense. But if you also sell abroad, or want to start, it can be worth considering campaigns on platforms that are more popular elsewhere.
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Pricing
from €150/month
150+
Happy clients
7+
Years of experience
2,000
Campaigns delivered
We've spent
€15M on advertising
Instagram management
Having evolved dramatically from a photo-sharing app, Instagram — Meta’s platform with the most potential — has become an excellent place for businesses to reach a broad target audience. Publishing regularly, using good photography, video and Instagram Stories, raises a company’s visibility and attracts new followers. Well-considered, visually appealing content builds a stronger brand.
It is worth remembering to engage actively with followers too, in comments, messages and live broadcasts. That builds stronger relationships with customers and a better understanding of what they need and expect. By answering questions and responding to feedback, brands show they value their audience — which effectively increases not only trust but loyalty.
Facebook management
Managing Facebook is essential if you want to grow brand awareness on social media effectively. Research by eMarketer found that almost 19% of shoppers begin their online product search on the network. One of the main aims of management is consistent, high-quality publishing. Using a range of formats — written posts, video, live broadcasts — companies can reach a wider audience and increase brand visibility. Regular content that matters to followers helps maintain steady engagement and grow the audience.
When managing Facebook, it is particularly important to build and maintain relationships with the audience. Replying to comments, taking an active part in discussions and responding quickly to private messages all build trust and loyalty. It also gives you a better understanding of what customers need and expect, while strengthening the sense of community around the brand.
Meta also lets you analyse content in depth, to better understand what resonates with your target audience. Management includes gathering data on engagement metrics — shares, comments, reactions — which helps optimise the content. That data lets a business refine its communication strategy and shape content around the audience’s interests and needs.
Facebook Ads, or just everyday communication?
Both. Social media is excellent because it lets you build the face of your business easily, talk directly to existing customers, and be discovered by new ones. But even the best advertising campaign can disappoint. Why?
Imagine seeing a genuinely good ad, becoming interested in the product, then going to that business’s page and finding no information about it at all. You would probably choose a competitor’s product if their page made it easy to find the product, more information about it, and how to buy. That is why it matters to keep your page filled with useful information. A visitor sees your communication, judges whether they like what you offer, and finds answers to most of their questions.
So while Facebook advertising is a good way to reach new customers and promote your product, do not forget ordinary communication on your business account — posts, photos, video. Content produced day to day can present your products and remind the people already following you about them. And new visitors will always be glad to see how your product works (if it needs instructions), or to learn about its benefits, its composition and other things that matter.
So managing Facebook or Instagram is no less important a part of marketing. Social media marketing lets you get the maximum out of these networks and reach new audiences. Combine the right communication with other advertising tools and the results can be genuinely excellent.
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LinkedIn management
Managing LinkedIn is an essential B2B marketing tool, helping you represent your company professionally and develop business relationships. According to LinkedIn Marketing research, 40% of B2B marketers consider LinkedIn the most effective platform for generating high-quality leads. A well-run LinkedIn profile raises a company’s visibility among professionals and attracts potential partners and clients. By sharing high-quality content regularly — articles, market news, expert insight — businesses can become an authoritative source of information in their field. These strategies build a brand that is not merely recognised but respected within the business community.
LinkedIn also provides valuable insight into audience behaviour and engagement, which helps optimise your content strategy. Using LinkedIn’s analytics tools, you can see how the audience responds to what you publish, which posts attract the most attention, and which content format your target audience prefers.
It is also worth thinking about growing your personal network and managing contacts. Actively building relationships with potential partners, clients and market leaders strengthens a company’s position. Sharing professional content and insight regularly from personal profiles builds a strong professional network that can become an important source of business development and new opportunities.
TikTok management
TikTok is a rapidly growing social platform offering a unique opportunity to reach a broad and varied audience through short video. By the start of 2024 it had reached an impressive 1.9 billion active users. Managing a TikTok profile professionally calls for a strategic approach and creativity, in order to attract followers and increase engagement.
The first step in TikTok marketing is understanding your target audience. Because TikTok’s demographic skews young and dynamic, it matters to establish what kind of content resonates most with potential followers and buyers, and to find the sweet spot. That will help you make videos that are not only entertaining and informative and aligned with the audience’s interests, but that turn views into sales.
Content creation is the foundation of managing this network. Authenticity and creativity are what to aim for, because these are the elements that most often attract attention. It is worth making use of popular trends too, which generate additional views through the music tracks, hashtags or filters they use. Videos should be short, appealing, and quick to convey the main message. Quality matters as well — the TikTok algorithm is inclined to show users high-quality footage.
Engaging with your target audience is another important aspect. TikTok offers ways to communicate directly with followers in comments and Live broadcasts. Relevant, organic participation in discussions builds a stronger connection with the audience and increases brand loyalty.
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Where do you start with managing social media?
If you still think one post a month will be enough for your business to succeed on social media, we have bad news. Social media management — whether that is one of the Meta platforms, X, TikTok or LinkedIn — is going to mean serious, consistent work.
- Setting goals. The first step in managing social media is setting clear goals. Consider what you want to achieve by publishing on social media: raising brand awareness, driving sales, improving customer service, or building relationships with new customers.
- Audience analysis. Understanding who your target audience is is an essential step. Analyse their demographics, their interests, how they behave on social media. That will help you produce content that is appealing and relevant to your followers, and choose the platforms where they are active.
- Choosing platforms. Using what the audience analysis tells you, choose the most suitable platforms. Different platforms have their own best practices and their own audiences, so it matters to pick the ones that best match your goals and your audience profile. LinkedIn, for example, suits B2B businesses best, while Instagram suits visual content.
Building a content strategy. Your content strategy should cover what type of content you plan to publish, how often, and in what format. That might be posts, photos, video, articles or polls. It matters to make sure the content is genuinely varied and matches both your brand’s tone and your audience’s interests. - Building a content calendar. The calendar should set out the specific dates and times when content will be published, what its main emphases will be, and how it will differ depending on the platform it appears on.
- Optimising your profile. All your social media profiles should be complete and reflect your brand. Make sure descriptions, profile pictures and contact information are up to date.
What does social media management with Waymakers look like?
The Waymakers advertising agency offers professional social media management services, shaped individually around your business. The process involves a great many careful, strategically planned steps, aimed not only at building and maintaining a positive brand image but at actively driving sales growth and customer engagement.
Social media management with Waymakers begins with a deep analysis of the client’s field and goals. The agency’s experts discuss business goals and target audience with the client in detail. That makes it possible to build a social media marketing strategy specific to your brand, one that guarantees the strongest results.
Working from the client’s goals and needs, the team builds a complete content and campaign strategy. That covers planning, the content to be used, and when and how often it will be published. The content is carefully fitted to the audience and to each platform, ensuring the widest possible reach. The agency’s designers and copywriters then take care of producing quality content with real value, content that reflects your brand.
Once communication is under way, the team monitors reach, engagement metrics and campaign effectiveness. Analysing all the metrics, we refine the strategy and optimise the content to get better results still. We do not neglect communication with prospects either — we answer comments and messages and keep the conversation running smoothly, which strengthens the relationship between brand and customer. The agency also runs competitions, polls and other engaging content that encourages followers to take an active part in the brand’s life on social media.
At the end of the agreed period, the agency prepares a detailed analysis of the results achieved, with insight into the audience and recommendations for what comes next.
How much does social media management cost?
The cost of social media management depends on a number of things — which communication platforms you choose and how many, the format and volume of posts, and any additional services tied to managing the networks.
Book a free consultation with our team, in which we will work out your business goals together and which social media management package suits you best.
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Frequently asked questions
What determines the cost of social media management?
The cost of social media management depends on the scope of services, the number of platforms, the volume of content and the advertising campaigns. The broader the strategy and the larger the scope, the higher the cost.
How many posts a week are recommended?
On average we recommend 3–5 posts a week on Facebook and Instagram. What matters most is not frequency but the quality and relevance of the content.
If a social media manager is hired, does the client still need to do anything?
Yes. The client needs to provide information about the business, grant access, and approve the strategy before management begins.