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A social media manager is a marketing communications professional who creates content, communicates with an audience and implements digital marketing strategies over an organization's social media profiles. They tailor all posts and communications to their organization's target audience with the aim of building and maintaining a strong online presence. He is trusted with monitoring, executing, filtering, and measuring the social media presence of a product, brand, corporation, or even individual. This role is often seen as the ‘voice of the company’ and may also be referred to as ‘Community Manager’ or ‘Digital and Social Media Manager’.
Create content for multiple platforms : A social media manager has the responsibility of creating content for different platforms according to their uniqueness and needs. Look at what content will work for each platform based on trending content and look at what your competitors are posting e.g. video, gif, infographic, blog, etc.
Monitor social analytics: Check what campaigns are working (or not working) across channels so your time and money are spent on the right channels and aimed at the right people.
Devise a social network strategy: You may need to create a campaign from scratch to promote a sale or new product.
Measure and prove ROI: Set measurable goals for a new campaign across relevant channels and create a report to track performance. Use a social media campaign calculator to meet your objectives at the right cost.
Schedule social posts: Each platform has an ‘ideal’ time to post content (Instagram users seem to be busiest on Wednesday mornings!). Scheduling ahead of time helps reduce workloads and ensure content is posted when you’re asleep, but your audience isn’t.
Find relevant curated content: Some of your social posts should reflect world events or developments that matter to your audience. Do some research and share third-party content that will resonate.
Engage with your audience - The point of your social media is to build engagement. So, respond to any comments and deal with customer queries. In other words, use your social media channels as a customer service channel.
Review and populate your content calendar - In such a fast-paced world, you need to plan your content. Populate your social media calendar for days or even weeks ahead to stay on top of things.
Writing: Social media managers do a lot of writing, sometimes more than a dozen posts each day. Plus, each social network requires a slightly different style of writing. Social media managers must know how to create messages that are quickly understood by their audience.
Some important types of writing include:
Short and snappy headline writing
Engaging introductions
Video and image captions
Structured text for easy reading
Research: Social media managers must stay up-to-date with the ever-changing world of social and digital media. This includes new measurement/analytics tools, industry and world trends, and tracking what your competitors are doing, even on a daily basis.
Customer Service: Half of consumers who engage with brands on social media are reaching out about customer care concerns. A social media manager must understand customer service and how to implement it in his work.
SEO Knowledge: Search Engine Optimization, more commonly referred to as SEO in marketing circles has become an integral part of content marketing and social media. In fact, SEO can have a great impact on your social media content. A good Social Media Manager knows this and strives to integrate SEO into writing copy for social networks.
Creativity & Design: While a lot of the content on social media will be written, creative visual content is also crucial, especially for platforms like TikTok and Instagram. The right image, video, gif, illustration, or photo can be shared hundreds or even thousands of times, and you need to understand how to create platform-specific social media content. It’s valuable for Social Media Managers to have a knowledge of design to create visually appealing graphics to complement posts.
Data analytics: If you’re putting time and effort into driving awareness and engagement through social media platforms, it’s crucial to know if what you’re doing is working! That’s where data comes in. Analyzing your social media data will help you to draw insights not only on each platform but also on the content you’re sharing.
