The process of managing social media has
become increasingly technological. And because of this, the platforms have been
providing more resources and tools for promotion and sales. With so many platforms, publication formats,
technical resources, and details affecting the success of marketing activities
on these channels, managing social media efficiently have become a major
In the current situation, there is a demand
for digital marketers to manage social media and also among the highest
salaries in the market.
Unfortunately, many organizations still
confuse social media with the person in charge of posting on these channels.
This is a very common aspect of the role of this professional.
Of course, a social media manager can take
care of posting content and other content on different channels. However, it is
the work of these professionals.
In fact, its main job is to strategically plan
the management of social media, create strategies of attraction, relationships,
and conversions, and adapt it to different channels.
It also involves monitoring the results of
social media management and analyzing the conversion rates of the various
activities we can create on these channels.
To clarify the role of a social media manager,
let’s look at the key issues involved in this process below.
At the end of the article, you will find out
exactly what you would expect from a social media manager, whether your
business owner is managing your company’s social media or a digital marketing
student who is particularly interested in this field.
Social Media Management
What does a social media manager do
First, see what a social media manager does.
So that we can understand the importance of this professional in social media
One of the first strategists to specialize in
social network management, he first analyzed the brand requirements so that he
could create strategic plans for action across different social media channels.
This work has resulted in marketing plans on
social networks. This will serve as a general guide to the various marketing
activities that will be implemented across the various channels.
In this planning, the social media manager
should gather information such as:
What are the goals of the
organization through social media;
You want to reach the target
audience and the personal key to marketing;
Which social networks are most
suitable for achieving brand goals?
What content will be required for
activities on social networks;
What tools will be used in
What tools will be used to measure
These should only be included in our social
media marketing plan. The details of other assignments will depend on what kind
of work this professional is doing.
Creating a social media marketing strategy
Social media management needs to be
systematic. This, as we have seen before, requires following macro guidelines,
which are defined in the digital marketing plan on social media, but it also
needs to be detailed.
In our digital marketing course, we always say
that randomly posting on social media without any clear purpose. Or the perfect
number of followers and other vanity metrics that are a real waste of time and
Thus, there is a need to create a marketing
strategy for social networks, which facilitates the activities performed on
these channels. Among them and even SEO examples with other digital marketing
strategies for creating SEO.
Social media management needs to take a more
comprehensive approach. It is not just limited to the environment of social
There are basically three steps involved in
social media for a digital marketing strategy:
Attraction - win the audience for
your profile or page;
Relationships - Build relationships
with your followers;
Conversion - Introduce your
quality offer, product, or service.
Brands cannot talk about their location and
services in a “brochure” way on their profiles and pages. Since social media
marketing is a relationship strategy, you need to make a commitment before
trying to sell something.
How to get it? Use one of the main pillars
of social media marketing to create quality content to engage your audience.
Main skills needed to manage social networks
As you may have noticed, there are many
technical issues involved in managing social networks. And thus, professionals
need to have the training to perform this function that covers the most diverse
areas of digital marketing.
Among these skills we highlight:
Not just social networks, but the
strategic vision of digital marketing as a whole;
Deep knowledge of the tools you
will be working with;
Constant updates on the strategies
and resources provided by these networks;
Good training in the communication
process on how to get your message across;
Proficiency in copying techniques
for creating high-engagement content;
Specific knowledge of the means of
payment, such as Facebook ads and Instagram ads;
Knowledge in web analytics,
metrics, and KPIs;
Critical analysis of the results
to monitor the results of the campaign.
As you can see, a social media management
professional needs knowledge in some areas beyond the social media universe.
Creating a social media manager is a long
process that combines knowledge and experience.
Going beyond social media marketing
As you may have noticed, social media
outperforms Facebook, Instagram, Twitter, and LinkedIn. One of the key features
of social media management professionals is their multidimensional training.
In addition to developing a good Facebook
marketing strategy or marketing strategy on Instagram, starting from strategic
to operational role, for example, this professional needs to have knowledge in
various fields of digital marketing.
Earlier we mentioned SEO knowledge - website
optimization for search engines. Maybe you’re wondering what search marketing
has on social media. We explain it very directly.
In addition to engaging the brand around and
building a community, one of the goals of social media management is branding,
its brand recognition. Want a better place to express your brand than Google's
Thus, among the tasks of managing social
networks we call SMO - social media optimization. The goal of this work is to
provide links to profiles and pages in Google-edited searches and to achieve
this it is essential to have a few basics of SEO.
As mentioned earlier, social media management
involves creating the necessary content. By creating interesting content you can engage your audience and build relationship bonds
with your potential customers.
So, when it comes to managing social media,
professionals need to have a good knowledge of influencer
marketing, copywriting and web design, basic tools for creating
content, text, images, or videos.
Labor market outlook
As these digital channels have grown the most
globally in recent years, social media management professionals are finding
considerable potential in the job market.
It has reached a point where during the
COVID-19 pandemic we have seen a complete catastrophe in the way small
businesses enter the digital immersion process.
In the past, companies first created a website
and then related it to social networks. What we have seen is that many
companies created profiles on social networks during the pandemic and now they
are creating their websites.
Who will win with this? Appropriate social
media management professionals and those who are somehow related to this field
such as web designers.
The only "but" is that companies are
looking for and growing demand for qualified social media management
professionals. There is no room for professionalism or imagination.
So, if you want to build a career in social
media management, take training in different fields involved, to get
opportunities in this market.
Here at FameNet, we offer several pieces
of training in this area as the Management Course of Social Networks, Instagram
Marketing, and other digital marketing courses, which make up the initial path
for your training on social networking management.
Social Media Management is an exciting and
dynamic activity. If you would like to follow this career, be sure to subscribe
to our newsletter to keep this topic up to date.