Less than a decade ago, there was no need for social media manager job positions. Due to the increasing importance of social media platforms, the role of a social media manager is nowadays essential for most companies. Brands today use social media channels as a way to connect with their potential customers, and properly managed social media accounts have a massive impact on sales and brand awareness. To build a career in social media marketing, it is, therefore, crucial to develop a set of skills to take any branded social media profile to the next level.
SOCIAL MEDIA MANAGER‘S TASKS
A social media manager has a variety of responsibilities and generally performs the following tasks (which vary by company size):
- manages social media channels,
- creates social media content (images, videos, and text),
- builds partnerships with brands and social media influencers,
- engages with followers on branded social media channels,
- plans and implements social media campaigns,
- designs and improves social media strategy according to specific brand goals,
- stays current with social media and new technology tools and trends,
- monitors and analyzes social media metrics using analytical tools.
5 IMPORTANT SKILLS OF A SOCIAL MEDIA MANAGER
Excellent written communication is crucial for anyone working as a social media manager and in marketing in general. As a rule of thumb, high-quality visual content, such as images and videos, is the top priority for getting people’s attention on social media, but without a good copy, this will not bring any success. A well-written story and a call to action are the key to high engagement and generating leads on social media.
A well-prepared social media marketing strategy is of great importance to achieve any desired goal. For successful strategic planning, a social media marketer should thus have a clear picture of the company’s target audience in order to align the strategy with consumer needs and the company’s goals. Constant observation, collection and analysis of people’s questions are essential for successful social media planning.
Social media managers should be able to analyze metrics to make changes or improvements to a social media strategy. Social Insights and in particular Google Analytics are important tools to monitor traffic and the number of leads generated through social media channels. In addition, every person managing social media should know how to perform A/B tests using different visuals on social media ads and on social media channels in general to determine which type of content performs best in terms of likes and engagement.
It is clear that creativity is one of the most important traits one needs to succeed on social media. Social media platforms have become oversaturated in recent years and standing out from the crowd is more challenging today than ever before. In addition, it has been estimated that more than 20% of social media users will unfollow brand pages and accounts that provide boring content. In order to keep the audience engaged, it’s crucial to generate attractive content and constantly implement new innovative ideas.
As the largest social media networks, such as Facebook and Instagram, have limited social media organic reach for business accounts to focus more on meaningful relationships rather than branded content, social media managers should implement strategies to use and recreate more of the user-generated content.
Social media channels are a perfect source to build a community and a bond with potential and existing customers. Many people actually use social media channels to ask questions about products, and it is highly recommended to use social media as additional tools for customer service. People who manage social media should therefore also have a high degree of empathy to understand people’s concerns and be able to offer immediate suggestions and solutions. In addition, they should be able to build a brand community by putting interesting topics up for discussion to create a dialogue with raving fans.
To become a qualified social media manager and build an attractive social media business account, it is necessary to master the above-described skills. It is equally important to examine what other brands from the same field are doing and how they perform on social channels. Success on social media is not immediate and lies in the ability of constant learning. As a social media manager, it is, therefore, vital to remain open to constant change that social media platforms bring and to be eager for new experiences.