Sure, you have a great social media marketing plan, but it won’t matter if the person handling it can’t implement it well. An effective social media manager is instrumental in propelling a brand through the social networking space, especially since consumers are driven by the accessibility of these platforms.
Just because most people have existing social presence nowadays, it’s easy for companies to assume that anyone with social media experience can take on this role. Businesses need to be smart during the selection process and forego this myth. It takes a certain mix of knowledge and experience to be truly effective in this crucial role.
And it’s indeed a crucial role that deals with branding, marketing communication, customer support, and even psychology. It’s a position that can make or break a brand.
Being a social media manager means that you may have to perform a varied array of roles, so being multi-faceted is definitely a major advantage. It takes more than just how or when to post on Twitter or Facebook to plan and facilitate successful digital marketing campaigns. But what are the skills needed to be effective in this role?
Social media is a communications platform, so if you want a good manager handling your brand’s online presence, look for candidates who are strong communicators.
There are two kinds of audiences your social networking manager must constantly be communicating with.
• Brand demographic
Your manager needs to understand your business’ audience – who they are, what connects them to your brand, and how to talk to them.
• Internal team
Being a manager requires the need to be in constant communication with key members of your company. This includes everyone in the digital marketing team, customer support, and, in some cases, even executives.
At its core, a social media post must deliver your brand’s message. But the social space is such a crowded network filled with content, that brands now have to be creative and dress up their message in bright multimedia files and offer an added bonus wrapped in a call-to-action prompt just to catch their target audience’s attention.
It’s your manager’s ability to steer your brand’s creative direction that plays a significant role in the effectiveness of your campaigns. Of course, it’s important to gain insight from audiences and your team; however, most of the creative direction must come from you. This be partnered with your understanding of the brand and your audiences.
3. Writing content and copy
Companies can get cutthroat on the social media front, so good content can put your brand in the centerstage and draw audiences to engage with you. Your followers are expecting relevant content that can support your brand, services, and ideals. The kinds of written content your brand needs on social media include:
• Social media copy
You’ll need well-written copy for each social media post. This means that the head of your social management team must oversee every tweet and the actual text posts to accompany links and multimedia content.
• Blog posts and off-site content
Since your social media profiles are an extension of your brand’s online presence, you’ll also need good quality content to share with your followers. Be sure to coordinate with your writers and editors for blog posts, press releases, white papers, and slideshows.
Before your audience can fully digest your brand’s message, you must first grab their attention. And what better way to draw them in than to match your content with related and visually appealing media.
When screening prospective social media managers, look for applicants who have at least basic skills in graphic design and experience using design applications. These will definitely help streamline the design process, simplifying the communication between the manager and your in-house designers. And because they understand the design limitations and aesthetic-setting involved when creating visual content, they themselves would be able to create designs in situations when there aren’t any designers.
5. Customer service and engagement
Understanding how customer service works enables your brand to be customer-centric when planning and implementing your marketing. You know what your audiences are looking for, how to engage them, and what can drive them to customer loyalty. And so should the person managing your company’s social networking campaigns.
This, combined with your business’ knowledge of your audience and the different social platforms and features should help your business to come up with solid social media-driven customer support strategies. And to make sure that your followers receive the best customer care, you can regularly consult with your customer service for big customer concerns, or have your digital marketing team undergo a customer support workshop.
6. Real-time analysis and decision-making
Handling social media accounts require hands-on involvement not only to oversee the progress of each activity, but also to review whether they’re contributing to the growth to the brand. As such, managers must constantly monitor interactions, online brand perception, and insights. This would enable them to make sound decisions in real-time that may greatly impact the direction of the campaigns and affect the brand’s image.
They must also be able to spot strategies that work and learn from those that fail.
As creative as each individual may be, the digital marketing team is still a business unit, formed to perform a set of campaigns to achieve business-approved goals. If progress continues, expect more goals and campaigns and new employees to be added to your team.
Your manager must manage the whole team, delegate tasks to those with the appropriate skills, and regularly monitor productivity and strategies without having to micro-manage members. All these while heading creative direction, strategizing, and encouraging teamwork.
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