Social media is an essential component of online marketing, and it focuses on using comments, conversations, pictures, audio, and video to curate sales relationships and leads. A social media manager oversees a company’s social media marketing efforts, and they should be creative, highly motivated, and passionate about connecting with potential and current customers. A social media manager’s skills can be the driving force behind a company’s successful marketing campaign.
Social Media Manager Skills
A talented social media manager handles goal setting, planning, and strategy for all the company’s social media campaigns. They are responsible for brand identity development and awareness, the company’s online reputation, and sometimes even sales lead cultivation. They can wear several hats, including that of a content writer, analyst, customer service rep, marketer, and/or strategist.
Sproutsocial divides these responsibilities into two categories: hard and soft skills. Hard skills are more subjective, like data analysis, monitoring social media accounts, investigating social media trends, and creating and adhering to publishing schedules. Social media managers also leverage tools to manage content and seek out ways to improve the strategies already in place.
Soft skills are more subjective, like developing and maintaining digital relationships with target audiences. Social media managers often contribute to content, and they may have the last word as to what is published and posted. Customer care is also an essential component of social media manager skills, and seasoned pros know that good service translates into higher profit margins.
The Planning Phases
An effective social strategy is designed to support a company’s marketing to achieve overall business goals. Social media managers need to understand both traditional and digital marketing, since companies use both. This includes company events, radio and television commercials, emails and all the platforms (Facebook, Instagram, etc.). Each can create lead generation in different ways, so different strategies will be needed for whichever medium is appropriate.
So how does one choose which kind of social media to use? It starts in a team environment, with the social media manager, company CEO, marketing team and any other employees who can provide valuable input; this is where solid communication skills are needed. Productive initial group meetings can lead to brand voice development and blueprints for marketing strategies.
A target audience also needs to be defined, and from here, the digital media options can be explored. As an example, WP Manage Ninja posted that 59 percent of millennials are active Instagram users, and Synthesio reported that 58 percent of adults ages 56 and up use YouTube. These are only two platforms, and since there is so much “noise” coming from different digital sources, identifying the best ones to reach certain audiences is crucial.
Putting the Strategy Into Action
Written and visual content strategy can be devised next, based on the goals and target customers. Social media managers must ask themselves what makes their offerings unique, and why people would want to engage and make purchases. Anything that makes t