What does a social media manager do?
A social media manager is a person whose job is to take care of companies’ marketing strategies, via social.
The experienced Web marketing professional is responsible for managing a company’s social pages to make sure that users can be enticed to buy a product or service.
Social media managers are responsible for maintaining a brand’s social channels. They monitor, moderate, and respond to public comments; manage social media partnerships with other brands; and are responsible for creating and/or posting engaging videos and images.
The work of this professional is therefore very important because they are also able to test the mood of customers, and interact with them.
What are the skills he or she must have?
The social media manager therefore must know the platforms, be able to analyze and interpret data, seize the right moment to launch a promotion and, at the same time, identify the right target audience.
An additional skill that completes him or her is definitely knowing how to use at least one or 2 graphics programs, for the creation of eye-catching posts.
We could summarize as follows:
- Planning a strategy
- Defining goals
- Improve brand awareness
- Increasing loyalty
- Create engaging content
- Generate inbound and outbound traffic (e.g., to the website)
- Cultivate leads and support sales
- Manage groups (or communities)
- Manage pages and profiles
The job of the social media manager
In well-structured companies, which have an entire department dedicated to Social Media Marketing and, especially, in large specialized agencies, there are several figures with a specific task, there is:
- the Social Media Strategist, the one who plans the strategies
- the Content Manager, the one who takes care of the texts. We could also call him a copywriter
- the Community Manager, a virtual community manager who plans the community (or group) structure and events, based on any user requests or the goals of a principal
- the analyst in charge of reporting and managing paid listings
- the person in charge of graphics and video
In most realities, in small and medium-sized businesses or small marketing agencies, all these tasks are performed by the same person or by a team of a few people.
Responsibilities
- develop creative and engaging social media strategies
- manage social media channels such as LinkedIn, Facebook, Twitter, Pinterest, Instagram, Tiktok, and YouTube, tailoring content to the different channels
- oversee, plan and deliver content on different platforms using scheduling tools such as Sprinklr, Hootsuite, Asana and Olapic
- create engaging multimedia content (and/or outsource it effectively) across multiple platforms
- develop, launch and manage new contests and campaigns that promote your organization and brand
- build key relationships with influencers on social media platforms
- undertake audience research
- manage and facilitate social media communities by responding to social media posts and developing discussions
- monitor, track, analyze and create performance reports on social media platforms using tools such as Google Analytics and Facebook insights
- research and evaluate the latest trends and techniques in order to find new and better ways to measure social media activity
- analyze competitor activity
- recommend improvements to increase performance
- set goals to increase brand awareness and increase customer engagement
- manage a budget for social media activity
- encourage collaboration among teams and departments
- maintain regular contact with customers via phone, e-mail, conference calls, or face-to-face (agency roles).
The benefits of having a social media manager in the company.
The social landscape is constantly evolving.
A social media manager can keep track of any algorithm changes and new trends within the platform, but also adapt your strategy and content based on the latest updates.
You need a social media strategy.
An employee who randomly posts to your social media profiles, not having a plan, will accomplish nothing and may even damage your brand.
Protect your reputation and help your customers.
Social media managers are constantly on the lookout for every post, review and comment that occurs within social media about a brand.
Not only do they have the right process in place regarding triage, but they are also aware of how to behave within the platform while representing the brand.
It is critical for the social media manager to develop not only the correct brand voice and language within social media, but also to work with other people within the company, such as customer service and public relations, so that contingency plans are put in place, well before a social media crisis occurs.
Even the action of responding to a comment, whether positive or negative, should be done within a certain time frame. The sooner the better.
Reporting and monitoring
A social media manager will regularly monitor their campaigns, deactivating poorly performing ads and optimizing other campaigns to make sure your money is well spent and your goals are met.
A social media manager will review campaigns over time and know if a tactic is fatiguing or if the strategy needs to be changed.
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