Ten years ago, we wouldn’t even be discussing the role of a social media manager. Fast forward to 2020 however, almost every company is involved in social media one way or another. A glance at Google Trends reveals a rising interest in the term “social media manager” over the last decade, and people have never been more interested in the field before. Many people think about pursuing a career as a social media manager but aren’t quite sure what the day-to-day job entails. Here, we present a detailed guide about the role of a social media manager and the skills and traits you need to hone, in order to nail a job as a digital marketer.
Social Media Manager Job Description
Typically, a social media manager administers the social media marketing and advertising of the organization they are working for, including online reputation management, development of brand awareness, content management, generation of inbound traffic, search engine optimization, lead cultivation and nurturing, reputation management, and much more. A social media manager should be an out-of-the-box and motivational professional, with a flair for connecting with current and prospective customers. Each interaction with the customers should be geared towards turning fans into customers, and ultimately into brand advocates.
Community Leadership Participation
Both online and offline community leadership and participation are key roles of a social media manager’s job. They are instrumental in portraying the company’s brand in a unique, creative, and positive way that resonates with the hyper-connected buyers of today. They are also responsible for managing all the content related tasks and assets of the organization they are working for. Since relevant and authentic content is Google’s top search ranking factor, a social media manager needs to make sure that all content types serve searchers’ needs the best.
Content Management
Content management duties include monitoring the creation and publication of top-notch, authentic, and relevant content across all ads and social media platforms, identifying and improving the organizational development aspects which could result in better content quality, such as employee recognition, training, professional development opportunities, and rewards for participating in company’s brand building.
A social media manager job description also includes leveraging the right set of content management tools, creating a regular publishing schedule and implementing a content editorial calendar, making sure that content is being promoted through social advertising, and overseeing all social advertising campaigns. In addition, they integrate all social media marketing, such as digital marketing, print, content marketing, SEO, and social media.
What Is a Social Media Manager Responsible For?
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The primary role of a social media manager is to draft and implement a viable social media marketing plan, that includes the following components:
Brand Development
You need to give your customers a reason to buy from you. A great place to start is to come up with a compelling “why buy here” message backed by facts and unique to your brand. It should automatically tell the shoppers’ what’s in it for them.
Identify Target Customers
Your service or product can’t be beneficial for everyone. You can’t expect your business to grow if you don’t define your target audience and keep your market focus tight. You must have seen customers in all your years in the field who make you wish you had 10 more like them. Keep note of the attributes of those customers and what made your brand relevant to your customers. Conduct an in-depth research to know who you want to reach, so that you can customize your message to resonate with those customers. Facebook offers the best options for exploring audiences that are interested in your business.
Set Clear Objectives
Don’t go far-fetched with your marketing plans. Aim to set realistic and well-defined goals, so that you don’t just “see results”, but those results must align with your objectives and goals as well. You can’t expect to see a promising ROI without a stellar strategy. When setting goals, start with identifying the biggest challenges faced by your business. It could be insufficient sales, declining customer retention, a weak online reputation, poor brand awareness, scanty website visitors, or low engagement.
Visual Design and Web Development Strategy
Visual content is more impactful than any other type of content, but you must be sure that your visual branding is consistent across all channels. Be it your Facebook ads, landing pages, or status updates, audience remembers only what they see. Make sure that whatever you post gets the point across and is compelling to the core. Your website is an essential part of your content marketing success. Think of it as the hub for your content where search engines can crawl to award more authority and a place where prospects and customers can come to learn more about your products and services.
Drafting A Content Strategy
Before you decide what to post on your page, you need to develop a stolid understanding of your target audience and who you are as a brand. Ask yourself what makes your company stand out from competitors, and why people choose you over other brands. Describe your target customers, including their pain-points, concerns, interests, and demographics. Find a way to propel them down the sales funnel towards a purchase decision with your content. Also, factor your fans in your content marketing strategy and offer them something to make their time with you worthwhile.
Promotion Strategy
Social media is all about pay and play now. Your content cannot hope to gain the traction it deserves until you continually promote it. Social advertising is vital to getting your message heard, especially the use of Facebook ads to grow your Facebook page. The best thing about Facebook ads is that they differ in targeting, placement, and content from the ads we are accustomed to. When done right, Facebook ads are well-received by your audience. A good promotion strategy includes a budget with carefully selected ad copy and pictures that will generate leads and improve engagement.
Engagement Strategy
Sometimes, a social media manager has to act in the capacity of a Community Manager as well – this translates into the fact that they have to engage their audience, ask the right questions, respond to queries, and listen. They should be very careful about how they respond to organic leads in the comment section of their posts. This is where people may engage in a sale or ask questions pertaining to your product/service. Unless the social media manager possesses some rudimentary understanding and know-how of the sales process, they cannot reply aptly.
Whenever a lead asks you a question, the right way is to satisfy their query and follow it with a question to further engage them. Your goal should be to guide them towards an appointment, a signup form, or a product display page. Keep in mind that your Facebook ads will have engagement as well. Social media manager job description also includes the responsibility of responding to comments. When potential buyers ask questions on ads and there is no one to answer promptly, it seems as if you don’t care.
Conversion Strategy
The job of a social media manager also includes transforming fans into customers with the right engagement and growth strategies in place. Your marketing plan should delineate the steps required to make this happen. Facebook ads include some advanced components to help you in this regard, such as testing capabilities, messenger bots, compelling landing pages, and custom audiences. Be sure to integrate a lead form and a catchy CTA on your landing page to provide a path to purchase to your lead.
Measure And Analyze To Establish ROI
A social media manager needs to determine the KPI’s that are pertinent to the business. Some examples of KPI’s you can use to determine ROI includes negative feedback, response rate and quality, leads, engagement by content type, content reach, audience engagement, audience profile, and audience growth. It helps to measure results on a daily basis. Also, your results should align with your business objectives and reflect on the returns you’re getting.
What Are The Duties of A Social Media Manager?
A social media manager manages day-to-day activities and social media marketing campaigns, are in charge of developing and publishing content relevant to the target audience and manages all published content. They constantly eaves drop on online conversations to monitor and listen to brand mentions and respond to users in a “Social” way to nurture leads. Digital markets are expected to expand or develop influencer outreach efforts from scratch. Typically, they also oversee the design element of the campaigns, such as landing page designs, ads, thumbnails, profile pictures, Facebook covers, blog headers, etc. They are entailed to make sure that all social ad campaigns and promotions align with the company’s overall marketing campaign plan.
Social media managers are also tasked with analyzing key metrics and tweaking their strategies accordingly, in addition to compiling reports reflecting ROI for upper management. In social media spaces, they act as advocates for the company, answering queries and engaging in dialogues wherever necessary. They also devise an online review funnel for building a viable internet reputation and for garnering reviews online. In this capacity, they also keep an eye out for online reviews and carefully respond to each. They also nurture organizational elements to implement a proactive process for capturing satisfied customer online reviews.
A qualified social media manager also devises comprehensive marketing plans and comes up with viable strategies backed by quantifiable metrics and testing. They are also required to monitor trends in social media strategies, design, channels, applications, and tools. They also identify and report opportunities and threats in UGC pertinent to the company to the upper management. One of the duties of a social marketing manager is to scrutinize campaigns and plot qualitative or anecdotal data into plans for tweaking social advertising, SEO, content marketing, and social media campaigns. They stay abreast of the best practices for measuring the impact of social media campaigns.
