Small and medium-sized businesses typically manage their social accounts in three ways. Sometimes one of the owners maintains social accounts in addition to their other responsibilities. Alternatively, if the company is big enough to hire employees, they can delegate the task to one of the employees, possibly one of the younger employees. The third option that smaller companies use is to outsource their social media management, either to a specialist agency or perhaps a freelancer.
However, larger companies have an additional option. They usually choose to hire an expert social media manager to handle all social matters. In some cases, they even hire an entire team to manage their social media accounts, often expanding into areas like reputation management and social listening.
So what makes a great social media manager and what does he or she do?
What does a social media manager do?
- Desirable Skills and Traits of a Social Media Manager
- design skills
- Main functions of a social media manager
- Essential tasks for a social media manager
Desirable Skills and Traits of a Social Media Manager
Like all humans, your social media manager has a set of skills and traits. The question to ask yourself is how easy it is to find someone who has the right mix of skills and traits for the job. And there is a difference between the two terms. Skills are tangible factors that a person brings to your organization. They are measurable and most people can learn them with enough training and hands-on experience. A trait, on the other hand, is a personal quality that someone possesses, it is an integral part of that person, part of their core personality. A person's attributes often affect their ability to learn and perform a skill.
When choosing your social media manager, you need to look for someone with the right mix of skills and traits. Here are some of the skills (driven by the appropriate traits) you're likely to focus on when choosing your social media manager.
Basic understanding of how social media works
There's no point in hiring someone to manage your social accounts if you don't have solid knowledge of the world of social media. You must know the mechanics of Facebook, Instagram, Twitter, YouTube and other sites relevant to your business. You need to understand the differences between each platform and how to get the best results from each platform.
Good copy is essential for all social media marketing, even on inherently visual platforms like Instagram, Pinterest and YouTube. You only have a limited number of words to use on most social sites and you don't want to waste them. You want every post to get noticed. Your profile pages and bios should sound interesting and contain just the right information about you. You want your social posts to tell your story and generate engagement.
No matter how good your copy is, you're unlikely to set the social world on fire unless you share some eye-catching graphics. Your text can tell your story, but your image design can help convey that message in a visually appealing way. Posts with visual elements get a higher level of engagement. It's visual platforms like Instagram and YouTube that have seen the most growth in recent years.
Customer service competence
It's surprising how many people use social media to ask questions or raise concerns about a brand. Your ideal social media manager might use social media for informal customer service. It may involve answering questions people ask about the product. It could be a form of reputation management or trying to resolve issues when a customer makes a very public complaint.
Confidence speaking to an audience
The ability to speak in front of an audience may seem less obvious than many of these skills and traits. However, thanks to the advent of live streaming, it is becoming more and more important. More and more people watch live streams on Facebook, Instagram or one of the specialized sites like Twitch or Mixer.
The need for this, of course, depends a lot on your audience. But ideally, your social media manager will feel comfortable enough to post your favorite social app and start talking to your target market.
While most of us are nervous when speaking in public, your audience probably doesn't expect perfection. Your ideal social media manager should be able to do this without falling short and not knowing what to say.
Ideally, they should also have interviewing skills so they can include other relevant people in their live stream and keep a conversation going.
understanding of the analysis
It's all well and good for someone to post on social media on behalf of your business, but that person needs to know whether those posts are successful or not. Understanding analytics, particularly social media metrics, is an essential skill for any social media manager.
All marketing must start with goal setting. In the case of social media marketing, the objectives can relate to raising awareness, engagement, following, or even using social media posts to drive additional sales. However, you must have a way to measure whether you are achieving your goals. The metrics your social media manager will focus on should be directly related to your chosen objectives.
You should trust your social media manager to understand how different social networks work. He or she should be able to advise you on which social channels you should focus on the most.
Adaptability is more of a trait than a skill. Social media is a rapidly changing industry. They don't want a social media manager stuck in their habits and unwilling to change. Recently, there has been a marked shift from plain text posts to image posts and video posts, along with a growing popularity of live streaming. Your social media manager needs to be able to keep up with trends (for your average audience) and be willing to change your approach accordingly.
Main functions of a social media manager
Creating your social media strategy
One of the first tasks of a social media manager is to create (or revise) the company's social media strategy. To do this, you need to work with the management. In particular, your manager should define the goals and future direction of future social campaigns. This should align with overall business objectives.
Implementation of the social media strategy.
Once your social media manager knows the direction of future social campaigns, you can start managing the social accounts as planned. Your manager may well choose to work with aSocial media marketing platformto help with planning. He or she can use this to pre-schedule posts and in some cases even group posts on the platform.
When your social media manager runs a social team, you need to assign specific responsibilities to different team members. Many of the platforms can simplify communication between teams.
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While your social media manager may not be responsible for all of your content creation, they do take charge and oversee the creation process. This includes monitoring content used in influencer campaigns, although influencers are likely to create this content themselves.
social media monitoring
The social media manager needs to continually measure results to see how successful posts are in meeting business objectives. He or she needs to customize metrics to track each campaign and not constantly rely on traditional "old favourites" or vanity metrics like number of followers.
Essential tasks for a social media manager
The specific tasks to be performed by your social media manager are in line with the above responsibilities. For example, communicating with all relevant stakeholders and creating a social media strategy should be one of your first tasks. Only when the plan is clear can the social media manager take on the task of operating social accounts sensibly.
Your social media manager has the day-to-day responsibility of managing your social media accounts. He or she tracks the results and takes care of any issues that arise. Depending on the size of the social team, your manager can post new content and interact with your followers. You may need to respond to customer questions and comments and share other relevant materials, including posts from influencers and other important people.
Your social media manager may also be responsible for much of your brand advocacy, and possibly even your employee advocacy. He or she will find and communicate with the right influencers in your niche to ensure your account is visible and seen as valuable.
Your social media manager (or another member of the social team) may also be responsible for participating in groups and forums to discuss topics related to your business and niche.
Your social media content manager will likely spend some time writing and designing images for posts. This is especially true if you also have a blog or YouTube channel. He or she will also likely comment on posts, both yours and those of others in the niche. In particular, comments on influencers' posts should be well thought out and enhance the original content.
To measure campaign results, your social media manager must first develop benchmarks that you can use to compare the results of specific campaigns. It then compares actual results against these benchmarks to determine campaign success and then reports to senior management.
Your manager can go even further and analyze your company's social performance compared to your main opponent.
What are the characteristics of a social media manager? ›
- They're innovative.
- They're creative.
- They pay attention to detail.
- They're excellent communicators.
- They're analytical.
- They're organized.
- They're passionate.
- It's up to you.
Applicable to any brand or industry, these are the characteristics of effective social media content.
- Entertaining. First things first, content needs to catch a user's attention. ...
- Aspirational. ...
- Actionable. ...
Even more than writing, social media managers should be good at editing and writing short-form copy to adhere to character limits and best caption lengths. It's a skill in itself to be able to convey a brand message, a CTA, and be snappy and engaging within 280 characters.What tasks does a social media manager do? ›
A Social Media Manager is responsible for overseeing a company's interactions with the public by implementing social media platforms' content strategies. Their duties include analyzing engagement data, identifying trends in customer interactions and planning digital campaigns to build community online.What are 5 characteristics of an effective manager? ›
- Commitment to Developing Employees. ...
- Exemplary Communication Skills. ...
- Willingness to Innovate. ...
- A Focus on Diversity. ...
- The Ability to Motivate Meaningfully.
- Time management.
- You know your audience. ...
- You know yourself. ...
- You have clear, measurable goals. ...
- You know the competition. ...
- You understand the platforms. ...
- You understand the workflow. ...
- You know how to combine content with sales. ...
- You know the content distribution channels.
Among the more important characteristics are: • accessibility; • costs; • teaching functions; and • interactivity.How would you describe your social media skills? ›
To describe social media skills on a resume, incorporate them into your work history, summary statement, and skills sections. If you have any accomplishments or major responsibilities that included social media, detail those in your work history section.What are the 3 skills needed by a manager explain each? ›
Robert Katz identifies three types of skills that are essential for a successful management process: Technical skills. Conceptual skills. Human or interpersonal management skills.
What skills help you be an effective social media specialist? ›
- An awareness of trends. ...
- Great time management and planning. ...
- A love of community, conversation, and customer service. ...
- A passion for storytelling. ...
- An eye for design. ...
- A talent for understanding statistics and analytics. ...
- A deep knowledge of social media platforms.
Interacting with customers and dealing with customers' enquiries. Developing new social media strategies and campaigns. Managing a budget to be spent on promoting social media posts and pay-per-click (PPC) advertising. Keeping track of data and analysing the performance of social media campaigns.What is the key characteristics of a successful manager? ›
The best managers are hard to come by, and with good reason: they have to be emotionally intelligent, honest and hold their team to the same performance and accountability standards that they hold themselves to.What are good characteristics of manager? ›
A good manager creates an environment of trust, respect, and positivity. This provides everyone with the basis for quality and productive work. A good manager makes each team member feel equally important and creates an atmosphere of cohesion within the team, independent of the workplace itself.What are the four basic skills needed by a manager? ›
- Visionary leadership.
- Strategic thinking.
- Negotiation and conflict management.
- Team-building & interpersonal skills.
- They plan their days the evening before. Preparation is key to being successful. ...
- They prioritize and delegate. ...
- They make their team feel valued. ...
- They help their employees grow. ...
- They hold themselves accountable. ...
- They self-assess. ...
- They learn incessantly.
- Management is Universal. ...
- Management is both Science and Art. ...
- Management is an Intangible Force. ...
- Management is a Dynamic Function. ...
- Management is a Group Activity. ...
- Management is Goal-Oriented. ...
- Management is Continuous. ...
- Parting Thoughts.
Post Engaging Content AND Engage with the Content of Others.
Social media marketers should know what your page audience wants to see. Frequently sharing the right information with your audience develops a consistent voice and tone for your page, which is a key part of building online relationships.
- Communication. ...
- Writing. ...
- Creativity. ...
- Efficiency & top-notch organization. ...
- Traditional & digital marketing. ...
- Customer care. ...
- Making connections. ...
- Goal #1: generate more leads on social media.
- Goal #2: improve engagement of current follower base.
- Goal #3: build your brand awareness on social media.
What are the 5 media skills? ›
- Creativity is key.
- Communication builds strong relations.
- Strategic thinking.
- Using the right tools.
- Analytical skills.
The term "information literacy" describes a set of abilities that enables an individual to acquire, evaluate, and use information. You can think of information literacy as having five components: identify, find, evaluate, apply, and acknowledge sources of information.What are the 5 characteristics of new media? ›
- Available to a broad audience.
- Suitable if you want to communicate local information.
- Has an entertainment function but is also a venue for serious discussions.
- Strong ability for interaction with call-in shows.
It brings together the “three C's”—computing, communication, and content—and is a direct consequence of the digitization of media content and the popularization of the Internet.How can social media help us communicate? ›
The importance of social media in communication is a constant topic of discussion. Online communication has brought information to people and audiences that previously could not be reached. It has increased awareness among people about what is happening in other parts of the world.What skills do you need to work in media? ›
- Strong written and verbal communication skills.
- The ability to work well independently and within a team.
- Creativity and innovation.
- Management skills.
- Problem-solving abilities.
- Knowing how to prioritise work and meet deadlines.
- Get on multiple platforms. It's always better to diversify than to put all your eggs in one basket. ...
- Use it. Just being on the platforms isn't enough to become a social media expert. ...
- Offer something in your posts. ...
- Interact with others.
An easy way to state this on your resume? Place something similar to the below in your social media skills list: Proficient in Social Media Targeting and Communication. Engage customers and target prospects on social platforms while leveraging influencers.What are management skills and why are they important? ›
Being able to communicate clearly, coordinate and motivate staff, as well as plan tasks effectively are vital skills that all managers need. Management skills are important because they can help your company run like a well-oiled machine, as well as help your own career flourish.
What are 3 qualities a manager or a leader must possess to be successful? ›
The right qualities of a manager can make all the difference. To be able to listen, not hear, and communicate, not order, is what any employee would find valuable in a leader. If a manager is able to establish trust with his or her team, employee retention, productivity, and engagement can increase as a result.What are the top 3 tasks an effective Social Media Manager should be doing? ›
- Copywriting. Copywriting is a fundamental skill for social media marketing (and probably all areas of marketing). ...
- Design (Graphics and Videos) ...
- Public Speaking (confidence in front of an audience) ...
- Customer Service / Community Engagement. ...
- Behavioral Psychology. ...
- Analytics. ...
Profile. Talented social media professional with a proven history of attaining measurable results. Experienced in using social media platforms to drive conversion rates, improve online engagement, increase e-commerce sales and grow followers. Over 10 years of practice in digital marketing and social media management.What does social media management include? ›
What Is Social Media Management? Social media management is the process of creating and publishing content, monitoring engagement and mentions, growing a community of customers and influencers, and reporting and analyzing the results of your efforts.What are 4 benefits of social media marketing? ›
5 benefits of social media marketing:
Increase trustworthiness and brand recognition. Increase levels of customer service and satisfaction. Foster online community and tell authentic stories. Become part of the zeitgeist.
Social media managers need various skills, from creating content to devising a marketing strategy and interpreting social media analytics. Soft skills like customer service, time management, and creative thinking are equally indispensable.What is the most important part of social media management? ›
Analyze your target audience
Analyzing your social media community is everything when it comes to managing social media efficiently. There are plenty of benefits to analyzing your followers – including building stronger customer relationships, creating more relevant content, and boosting social media conversions.
- Be an expert on your social channels. Being successful as a social media manager starts with knowing your channels. ...
- Know what your competitors are doing. ...
- Set aggressive but realistic goals. ...
- Use analytics effectively. ...
- Learn the basics of graphic design.
Good influencers understand the importance of being seen by the right people. They know how to draw a crowd, a large follower pool, and an audience. These people understand how to use social media to their advantage and guide people to the right content.