Social Media Blogs by Aliza Sherman
Aliza Sherman is a news media entrepreneur, author, women's issues activist, and international speaker.
The Role of a Social Media Manager
Whether you’re a company of one or run a larger business, chances are social media marketing is becoming or already is a significant aspect of your online marketing efforts. For better or for worse, social networks, and the mobile devices we often use to access them, have forever changed the way we communicate.
Knowing that social media marketing is a part of Internet communications, outreach and advertising, then understanding the role of a Social Media Manager is critical. This is especially true if you might be playing that role yourself or overseeing someone who is. So, what does a Social Media Manager do? Here are a few main duties a Social Media Manager should cover on a day-to-day basis.
1. Develop or Implement a Strategy
Depending on how large your company is, or what you outsource to others, a Social Media Manager should be able to look at your overall marketing activities and develop a strategy for integrating social media marketing into the mix. If you have someone else on your team or a outside consultant developing your online marketing plan, the Social Media Manager should be working from that plan to stay on track with company messaging and goals.
2. Build or Manage the Social Media Editorial Calendar
Like a magazine or other publication, Social Media Marketing works best when planned with a calendar or publishing schedule. Most Social Media Managers know how to build a communications calendar from scratch or how to use a planning tool or calendaring software to set content themes and publishing dates.
3. Craft or Oversee Content
A Social Media Manager should be familiar with the differences between the social media channels and networks being used by your company. Your Manager also needs to understand exactly how people use them to communicate, as well as the best types of content for each. In social media, “content” refers to any digital communications in the form of text, graphics and photographs, audio and video.
While it is more challenging to find a Social Media Manager who is proficient in all forms of digital communications, most are proficient in multimedia production or become more skilled over time - if the entire burden of social media content production falls on them alone. More often, portions of content production may be assigned or outsourced to others such as a professional writer, a graphic designer, or a videographer. The Social Media Manager then plays more of an editorial role, gathering the creative assets and managing the publishing of the content based on the social media editorial calendar.
4. Manage Online Community
If you put aside the content production involved with Social Media Marketing, the heart of what you’re doing is building online communities to more effectively reach your customers and prospects. Whether you’re using Facebook or Twitter, Instagram or Pinterest or any other social media channel or tool to communicate online, the people who opt into becoming your friends, fans and followers make up your online communities.
A Social Media Manager understands how to attract people to your online communities and how to nurture them into becoming ambassadors for your business and brand. A good online community manager can balance content publishing with near real-time communications and knows how to stimulate conversations and recognize community members.
5. Be The Brand
Whether you’re handling your own social media marketing or you’ve assigned it to someone else, managing the day-to-day social media communications requires that you reflect a certain image. You maintain that image through the content you post and the style in which you communicate with others online.
The best Social Media Managers know how to “be the brand.” They can adopt the “personality” of your company and speak online in your brand’s “voice.” Basically, they are able to properly represent your business online and maintain the tone and dynamic that reflects positively on your company.
The role of Social Media Manager requires strong online communications, creativity and some technical skills. Finding a single person with such a diverse set of skills can be challenging. Learning the technical aspect of managing social media is relatively easy. The hard part is finding someone who understands your business and your goals and is able to help you achieve those goals by using social media.
Read other social media blogs by Aliza Sherman