7 Timesaving Tips

For Managing Your Social Media Accounts

By Ashley McGee

The Machine Gun Nest has developed an expansive following through its two primary social media outlets:
Facebook and Instagram. Co-Founder Stephanie Krop’s in-house team implements cohesive campaigns and
branding efforts to connect with customers. The Machine Gun Nest relies on Instagram’s visual capabilities
to capture the tactile experience of the shooting sports, while Facebook is used for day-to-day announcements.

Time is our most valuable resource. While we all have the same 24 hours in a day, small-business owners in particular are pulled in a lot of different directions. Between serving customers, managing personnel and sourcing new products, there can be little (to no) time left for things like posting on Facebook or Instagram.

As if finding the time to create and implement a full-scale digital marketing strategy isn’t already challenging enough, add in the strict social media advertising regulations facing the firearms industry. This is why it’s important to prioritize your time better to actively be creative and engaging while interacting with existing and potential customers online. Here are some timesaving tips for managing social media accounts:

1. Assign Responsibility.

In an ideal world, your company needs to be sharing, creating and engaging constantly, which can easily be a full-time job. Think carefully about whether you realistically have the resources to manage your social media accounts.

The Machine Gun Nest in Frederick, Md., currently manages their social media in-house. They’ve grown an audience of nearly 33,000 users on Facebook and over 25,000 followers on Instagram.

“We have evolved our small media department into its own media company since there is such a dearth of those in the firearms industry,” said Co-Founder Stephanie Krop. “As we were developing the concept of our range and thinking about the implementation of what makes us different, we knew total brand cohesiveness was essential — and we felt capable of managing that through our media.”

The key here is The Machine Gun Nest has employees whose role is to create and implement the company’s digital and social media strategy, not just someone who occasionally posts on Facebook between helping customers at the gun counter.

It will be an investment, but if you want to make social media truly work for your business, someone will need to take ownership and responsibility of the role. This may mean hiring someone who specializes in the field.


In an ideal world, your company needs to be sharing, creating and engaging constantly, which can easily be a full-time job. Think carefully about whether you realistically have the resources to manage your social media accounts.


2. Focus On The Best Platforms.

Do some research to choose the platforms that fit the brand for your company. Taking time to analyze your target audience and where they’re spending time on social media will help your results. Work smarter, not harder, by focusing your time on the platforms most beneficial to you.

“We lean heavily on Instagram since so much of our content is visual in nature versus text,” Krop informed. “Since shooting is obviously a very tactile experience, the closest we can get to communicating what we need to is through more engaging media like video. The smoke from the end of the barrel denoting heat, the sound of it firing in conjunction with the recoil and hearing the ‘ting’ of the brass hitting the floor allows our viewers to put themselves in the moment and feel invited to come and participate in what we have to offer.”

Krop added Facebook is great for more day-to-day announcements like weather closings, special events and pertinent local information relevant to the business. “Facebook is the first place people check for this kind of information, but we also like to put it on our Instagram story,” she noted.

While Facebook and Instagram are two of the largest social media platforms, it’s important to also pay attention to current digital trends. You may have to invest some time now in identifying them, but becoming an early adopter of the next big platform could put you at a significant advantage later.

“We’re really interested in TikTok and are starting to put content on there as well with great results,” Krop relayed. “It’s growing rapidly and is less saturated. While we still encounter difficulty with certain content being removed, we’re getting a lot of positive engagement and are able to share what we’re about with new audiences.

3. Don’t Cross-Publish By Linking Accounts.

You may think linking the same post to all of the social media platforms is a great timesaver, and it does save time, but choosing the best platforms for your business and tailoring each post for the right day and time is more beneficial. By avoiding this, the content will be more enticing and will give your audience a reason to follow you on multiple platforms.

“The days of posting something for the sake of posting something are long gone,” Krop declared. “With every company utilizing social media, each millisecond of attention has increased in value. So whatever content we’re creating, it needs to add value to that person’s day and be worth their time. It doesn’t always have to be teaching something, but it has to be visually beautiful, and ultimately valuable.”

“Whatever content we’re creating, it needs to add value to that person’s day and be worth their time. It doesn’t always have to be teaching something, but it has to be visually beautiful, and ultimately valuable.”

4. Keep Assets Organized.

Save time and stay organized by keeping all of your content and assets in order. Keeping a content library for a team to use will not only help with organization, but it will help you save time when searching for a certain logo, image, content calendar, etc. It will also help maintain a higher level of quality and brand consistency. Some popular storage solutions for social media accounts include Microsoft OneDrive, Dropbox and Google Drive.


“Whatever content we’re creating, it needs to add value to that person’s day and be worth their time. It doesn’t always have to be teaching something, but it has to be visually beautiful, and ultimately valuable.”
Stephanie Krop, Co-Owner
The Machine Gun Nest Frederick, Md.


5. Produce Evergreen Content.

Creating social media content with longevity is also a great timesaving tip. Relevant posts able to be shared time and time again are known as evergreen content. Reposting content at a different time of day or different ways of posting can help with gaining more views. Some ways to repurpose content may be changing the information from a post into a graphic, infographic or even a video. This way the information is seen in different ways but multiple times. Having the right mix of real-time current posts and evergreen content created into your calendar is a win-win.

6. Use Scheduling Tools.

Planning ahead by creating a social media calendar and scheduling content is the best way to save time and stress. After creating your content, start by researching the best days for posting and the time of day your audience is highly active online. There are third-party scheduling tools like Buffer or HootSuite, but keep in mind you won’t be able to utilize all of the features unless you sign up for a paid account.

Facebook has its own built-in scheduling tool, and it’s completely free. In August, Facebook (the parent company of Instagram) announced the new ability to also schedule Instagram posts and IGTV broadcasts using Facebook’s Creator Studio. To use the feature, you’ll need to have an Instagram business account linked to a Facebook page.

7. Set a Routine.

Time is money and setting a daily/weekly regimen with social media is a must. Set aside time for engagement and be sure you respond to all customer reviews. Plan a routine and stay on track by following your to-do lists with an organized planner. This can be especially important if more than one person at your company helps manage social media. By having a plan, designating tasks and establishing a routine, you can avoid duplicating work and, in turn, be more efficient with your time.

Take Risks To Stand Out

As an independently owned gun store or range, it may feel as though you’re at a disadvantage because you don’t have the same resources as the big-box competitors. It’s true in some cases, but it also forces you to think outside of the box and be more creative. In addition, it means you have to be more intentional with your time and other resources.

While hopefully these tips help you save time, we know we’ve barely scratched the surface when it comes to navigating social media. Next month, we’ll dig a little deeper into how to create a posting strategy — including organic posting and paid advertising.


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