A decade ago, social media was not a career path to follow. It was an untapped market reserved for socializing and having fun. In this era, it is considered an exciting venture and with plenty of opportunities for growth and development—both personally and professionally.
Are you interested in marketing or managing a brand on social media? Do you want to progress in your business and marketing career? Welcome.
A social media manager, also known as a community manager, has to be present at all times online for the following roles;
If you are new to the social media landscape, which allows one to find virtual work in any industry, it is advisable to get some business experience first.
This post will share the variety of essential skills you gain from understanding the business and market — and how to align social media to the business and marketing goals and objectives. The skills will drive actual business results.
Skills every Social Media Marketer or Manager should have
For one to be an adept present-day social media marketer or manager, it is crucial to master several skills as you take the next step in your career. These skills will help create the right image for the business and promote it online successfully. Consider acquiring them in due time and if you are recruiting for the position, here is what to look for:
1. Strategic thinking and planning
Always plan before taking action. Creating a well-prepared marketing strategy is key to building a brand’s powerful position in social media. It is not an effortless task, rather it’s a challenging one that eventually pays off.
Correctly identify target group personas based on the characteristics, behavioural patterns, and pain points that need solving. Using the bird’s-eye view, plan an active social media strategy that outlines the goals and objectives.
Your intuition or crowdsourcing efforts should help you identify and understand the customer information valuable to brands or businesses. Run promotions, giveaways or hold contests to collect email contacts for your marketing efforts.
2. Social Media Management
To perform and progress well, you ought to learn the fundamentals of social media marketing. To manage social media channels effectively, you must have the ability to see the bigger picture. Know how to increase engagement to your website and social media platforms.
Curated consumer information will help build the customer’s journey that has a direct impact on brand awareness, purchasing power, sales conversion and brand loyalty.
Plan for marketing activities and content in advance to save time but do not focus too far ahead since no one can foresee upcoming challenges or opportunities. Manage and organize all your social media accounts in one place for a bird’s-eye approach. Buffer is ideal for this.
Monitor social media posts and respond to them creatively. Use common sense to handle audience feedback, whether positive or negative. You are the brand’s voice, so humanize the brand by personalizing the content.
3. Advertising know-how
To engage your audience, ensure they see your posts on social media. Have a thorough knowledge of social media advertising methods available. For example, you can create highly targeted ads with Facebook’s Ad Manager or Power Editor.
4. Targeted communication
Effective communication helps build strong relations between the brand and social media users. If you want to target audiences to pay attention to your business, how well you communicate matters. Consumers want to feel valued and listened to, so have meaningful and personal interactions with your prospects.
Show care by responding immediately with insights on your page’s wall or timeline. Make sure the product posts are as minimal as possible. Use the right language and initiate interactions with the right topics that are relevant and valuable to the target audience.
Know which kind of content works best on which platform and how to optimize it using tools such as Buzzsumo. Adjust your content offering across platforms to avoid being monotonous. For example, you can change the image that appears on your Facebook post when sharing it on Instagram. The copy should be different too.
You also have to communicate effectively with business owners, marketing managers, clients and team members.
New and exciting ideas that engage your audience help the brand stand out from the competition on social media. With the ever-changing social media landscape, a social media marketer or manager has to be on top of their creative game to boost the brand’s results and drive growth.
Social media users love being noticed and appreciated, hence incorporate UGC (user-generated content) into your content strategy to elevate the visibility of your posts. Know how to space them to maintain their effectiveness.
Use your creative skills to come up with engaging written posts and visual intelligence to design captivating visual content that keeps your audience hooked. The more you diversify your content, the better your skills become.
Use Canva to create and design appealing graphics for your social media posts. Personalize them with the brand’s logo or website link. A firm grasp of meme culture and social video trends will ensure the right GIF, meme or video is shared thousands of times.
Develop your creativity by reading books and articles that focus on creativity, watching YouTube videos that offer inspiration or taking Skillshare courses in Photography, Writing, Social Media, Adobe Photoshop and Design, Lightroom Photo Editing, Graphic Design, etc.
6. Match the right tools with the task at hand
You should have the ability to create copy that is quickly understood and resonates with the audience, all while creating a positive sentiment for the brand. The subtle art of copywriting involves creating a story that easily converts and wins attention.
There are distinct styles of writing copy, so know when to use them in tweets, posts, social campaign designs, and other landing pages.
- Effective headline writing
- Short and catchy captions
- Engaging introductions
- Structured text for easy reading and comprehension, e.g. bullet points, subtitles etc
8. Customer Service
Some customers prefer to communicate with brands through their social media accounts. It is imperative to be available any time to respond to customer queries, comments, or concerns about the products or services.
Mobile devices are easier to access for an immediate response. Even as you automate your posts, you still need to engage with your customers to maintain the presence and credibility of your brand.
9. Analytic and Adaptive Thinking
Assess the results of your social media efforts using the right analytic tools. You can review metrics using Google Analytics, but noways social media platforms have their analytic tools that you can access for free.
Determine the days and times your posts get the highest engagement and double down the posting efforts. Assess what type of content is well received by your prospects and ensure an even wider audience sees it.
You must know how to read and interpret the data presented, pull valuable insights and create reports. Strict attention to detail is crucial. Try out new features and change strategies up based on recent trends and the continual monitoring and analysis of your posts. Better posts will have the desired effect and improve future results.
The role of a modern-day social media manager is a necessity for businesses, so regularly update your resume with the skills you acquire over time. Social media is continuously changing. Stay on top of the latest tools, technologies, trends and best practices to secure your dream job in social media marketing and management.
To improve existing skills, advance your knowledge and experience level by investing in yourself. Enrol in social media manager or marketer courses designed to sharpen and upgrade those skills. Listen to educative webinars and podcasts. You can self-learn through following the latest trends and reading industry publications and articles.