Social media has grown to a point where even small companies can benefit greatly from having a dedicated social media manager to manage the social media presence of the enterprise.
Even organisations that have been reluctant to enter the world of social media have found that taking charge of their social media presence is superior to simply being talked about and reviewed on social media without having any solid channels available to put their own information through. Like it or not – even an organisation that shuns social media will be talked about on social media, and seemingly small issues can blow up into something big simply because there is no one there from the organisation to manage the situation.
What does a social media manager do?
The exact tasks and responsibilities of a social media manage will of course vary somewhat from one company to the next, but below you will find a few examples of undertakings that commonly fall within the scope of the social media manager.
- Short-term and long-term goal setting for the organisation’s social media presence. This point is typically carried out together with other staff, e.g. upper management personnel.
- Planning – how to implement the social media strategy short-term and long-term.
- Promoting general brand awareness online
- Managing the organisation’s online reputation
- Designing or working together with designer to create designs for Facebook covers, profile pics, Twitter profile, blog headers, Instagram profiles, etc.
- Helping members of the public reach the appropriate customer support staff when members reach out on social media
- Day-to-day content management in social media channels, including the curating, creation and management of social media content
- Marketing campaigns
- Developing relevant and captivating content for specific customer groups
- Some social media managers work closely with the organisation’s search engine optimizer and/or online marketer to generate and utilize inbound traffic.
- Cultivation of leads and sales, especially by monitoring, listening and responding to users on social media.
- Online advocacy
- Influencer outreach efforts
- Online review efforts and encouragement
- Responding in a suitable fashion to online reviews, both positive and negative ones
- Responding to social media posts where the organisation is mentioned
- Monitoring trends in the world of social media and social media marketing
- Working together with other staff within the organisation to ensure that other efforts within the organisation are appropriately coordinated with the social media presence.
- Measuring, tracking and analysing the benefits and drawbacks of the organisation’s present social media presence. Tweaking the strategy as needed.
- Compiling reports for management, including ROI reports
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