Social Media Asset Management: How to Do It the Right Way

July 04, 2024

Social media asset management is the process of categorizing all your social media assets to improve convenience, organization, and efficiency during content creation. This involves the use of tools like digital asset management, as a centralized hub for storing all content.

By keeping all your assets on one platform, you’ll be able to boost content workflow efficiency and consistently publish high-quality and branded content. This will help you reach your target audience and maintain relevance in a competitive social media landscape.

Keep reading to discover how to leverage social media asset management in your strategy and learn expert tips to improve its effectiveness.

What is Social Media Asset Management?

Social media asset management refers to the practice of storing, organizing, and distributing the assets used in social media marketing. As social networks evolve from being optional to a necessity, there is a need for brands and businesses to publish engaging content regularly to develop a strong online presence on different platforms.

By keeping all your social media assets in one digital library, it will be easier for you to access all the elements you need to create quality content that’s consistent with your brand image, helping you build brand recognition and recall over time.

Aside from creating awareness, according to research by Khurram et al. (2018) in the Journal of Research in Social Sciences, brand recognition and recall can positively impact a consumer’s purchasing decision.

But what actually is a social media asset?

These are the different elements and content you use on social media to distinguish your brand. While the most common ones you may be familiar with are photos and videos, social media assets aren’t necessarily limited to these two types.

Social Media Asset Examples

In addition to visual content, social media asset examples can include:

  • Audio files. These are music, sound clips, or podcasts that you use in videos or standalone posts.
  • Infographics. These are visual representations of data or information that aim to simplify complex topics and make them more engaging for viewers.
  • Written content. These can include captions, blog posts, and other forms of text that you share on social media.
  • Branded elements. These are your brand’s logo, color scheme, and font that you use on content to reinforce your brand identity across all social media platforms.
  • Hashtags. These include relevant, high-traffic, and branded hashtags that you use on social media posts.
  • User-generated content. These are content created by your audience, such as reviews and testimonials or tagged social media posts, that you reshare on your official account.

3 Important Benefits of Social Media Asset Management

Aside from helping you stay more organized, social media asset management is important for several reasons, such as:

Improved Workflows

With social media asset management, all your team members can share, edit, and collaborate on the assets used in a project, which helps foster a more cohesive content workflow. This benefit isn’t limited to teams, either.

Suppose you are a social media manager handling different clients. Utilizing asset management in your social media marketing strategies will help you stay organized and allow you to access all client-approved assets for their content with ease, helping to minimize errors and the time spent on approvals.

Better Content Creation Efficiency

By centralizing all social media assets on one platform, your team can quickly access and repurpose existing content, improving efficiency during content creation.

Social media asset management can greatly boost productivity by reducing the time spent searching for files or creating new material. It can also allow teams to achieve a consistent posting schedule while maintaining quality.

Consistency in Branding and Quality

When you manage multiple social media accounts, it can be difficult to ensure consistency in branding for every piece of content you publish. Moreover, with different image sizes and content types to consider, keeping track of each platform’s content requirements is tricky.

With social media asset management, you can categorize assets by social media platform to make it easier for your team to create content that’s optimized for each site. Plus, they’ll be able to access all your branded elements on one app and ensure that all the content they make meets your brand’s standards.

3 Vital Social Media Asset Management Features on Publer

From providing a centralized hub for your social media assets to promoting efficient social media asset management, Publer’s features make it a clear standout among the various software options on the market.

As a complete social media scheduling tool, Publer comes with a built-in media library that allows you to store all your assets and improve your content creation process.

Let’s go over our app’s most notable features below:

#1. Centralized Asset Storage

As we mentioned, Publer has a centralized media library where you can add different social media assets, including photos, videos, and GIFs. However, this feature isn’t limited to storage alone.

When working with a team, you can leave comments or provide feedback on different media assets under Caption to quickly communicate with each other and foster collaboration.

Cover image on famous INFJ type people

Aside from collaboration, Publer has labels that make it easier for you to stay organized and locate specific assets. Simply create the category you want—Facebook Images, for instance—assign a color for even better accessibility, and select the media that fall under this category.

Now, there is no need to resize images for Facebook, as you’ll already have a collection of properly optimized photos to choose from.

This media library is also on the Publer mobile app, so you can upload new media or access your assets whenever you need to.

#2. Analytics & Insights

Social media asset management software often comes with in-depth analytics that show the performance of each asset. While Publer’s media library doesn’t come with that feature, we have a comprehensive analytics tool that can give you valuable insight into your content’s metrics.

Publer analytics for social media asset management

From here, you can see which posts and, by extension, which social media assets resonate with your audience. Feel free to experiment with different content combinations to find which elements contribute the most to your engagement rates and utilize these in your social media strategy.

Once you have identified popular assets, you can add them to your favorites by hovering over the asset in our media library and clicking the star icon on the right.

Adding favorites on Publer

#3. Efficient Management Features

While manually deleting or uploading new assets is doable if you only have a handful, if you’re dealing with hundreds or thousands of assets at once, be sure you utilize Publer’s bulk action features for more efficient management.

Publer's bulk features for social media asset management

Tap on the black and green circle in the upper right corner of an asset to select it, then perform an action, like adding a label or deleting it, all at once.

There are also different ways to upload assets to the platform, including external URLs or drives, so you won’t have to use multiple storage systems at a time and risk losing some valuable content.

Adding external media - social media asset management

Remember the labels and favorites we mentioned earlier? These are easily accessible on the dashboard, and you can even filter your assets by type or usage during content creation.

Labels on Publer

4 Expert Tips & Best Practices for Effective Social Media Asset Management

Social media asset management can be a tad overwhelming, but with these expert tips, you’ll be able to familiarize yourself with the process and improve the efficiency of your asset management and social media strategy in no time.

Standardize File Names

Standardizing file names by using the appropriate keywords, versions, or dates will ensure that all your assets are easily identifiable and searchable.

It can be easy to miss some files during content creation, especially when under a time crunch. By establishing a consistent naming convention, you can save time searching for assets and avoid making duplicates.

Categorize Assets Properly

If you have an extensive social media management portfolio, it’s important to properly categorize your assets across campaigns and projects. You can do this with folders or, if you’re using Publer, labels. Doing so will improve searchability and help avoid confusion when creating social media content.

For instance, the assets you used in a marketing campaign last year may no longer align with your current campaign. By organizing assets, you’ll have a much clearer view of which content you can use, improving efficiency and ensuring consistency in branding.

Archive Outdated Assets

If you have too many unusable assets, consider archiving or deleting them completely to free up space. By regularly updating your assets, you can ensure that your team is always using the best and most relevant assets in your content.

Utilize the Right Tools

The key to proper social media asset management is utilizing the right tools. We already mentioned digital asset management earlier in the article, but there are other software programs you can use depending on your needs.

Since these can be confusing, we’ll explain each management tool below:

  • Digital asset management (DAM). This refers to software that allows businesses to store and manage all their digital assets. The versatility of DAM systems makes them ideal for content workflow integration.
  • Media asset management (MAM). These are platforms that specifically store image, audio, and video assets only. Because MAM tools support limited file types, they are able to store a high volume of media files that are crucial for video productions.
  • Social media content management (SMCM). Unlike the previous two programs, which are focused on asset storage, SMCM software is concerned with how these assets can be used to engage your audience on social media sites.

Key Takeaways

  • Social media asset management is the process of managing the different assets used in social media content.
  • Social media asset management can help improve team collaboration and content creation efficiency and maintain consistency in your branding on social media.
  • When you use Publer for social media asset management, you can enjoy centralized asset storage, gain insight into content performance, and manage your assets more efficiently.
  • To fully benefit from social media asset management, be sure to standardize file names, categorize and update your assets, and utilize the right tools.

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