Our friends at Sprout Social do a great job of explaining the importance of a social media manager, saying:
“Social media managers essentially act as actual brands. Ever see ‘The Wizard of Oz?’ You can think of a social media manager as the sort of ‘person behind the curtain.’”
From creating engaging posts on your pages to responding to comments on behalf of the brand to listening for mentions of your product or service across social channels, a social media manager is the one pulling all the strings in the eyes of your buyer.
So, an hour or two out of someone’s day won’t cut it if you want to be successful with social media marketing for your business.
At IMPACT, we are firm believers that if “no one owns it, it won’t get done” — and this applies to social media as well.
With 71% of customers recommending a brand to friends after a great social media experience and 86% being put off from a company because of a bad one, you can’t afford to have your social media fall to the wayside.
A social media manager has a variety of responsibilities, including:
Clearly, being in a social media role on behalf of a business is no easy task. Between the “always online” nature of the job and the complete overlap between work and personal life online, it’s a tough balance.
It’s key to find the right person for the job who is experienced in handling all of these responsibilities while positively representing your brand.
Your social profiles are some of the most visible pieces of your business and a direct reflection of your company’s culture and values. Plus, because social media is inherently, well, social, everything you say online is open to comments and criticism from everyone on the internet.
With all of this in mind, if you think you can just hire your “HR director’s nephew who graduates next May” or a part-time intern to do your social media, you’re sadly mistaken.
Do you want someone who is comfortable with technology? Absolutely. Is this typically someone who’s younger? Social media has only been around for so long, so yes.
However, it is also a job for a full-time, trained professional – someone who knows how to represent a brand’s voice, tone, and style and who knows the rules and behavior expected from a business online.
- Writing skills, for communicating internally, interacting with customers and writing marketing copy (think: captions and calls-to-action)
- Experience, such as working with multiple social media platforms and understanding their best practices
- Customer service skills, including customer success and escalation management
- Understanding of analytics, as well as other tools that make up a marketing tech stack
- Organizational skills to handle their duties while also sticking to a schedule and deadlines”
If you’re not sure if you need to hire a social media manager, consider these questions:
Whether you decide to promote someone from within your organization or hire someone brand new, these questions will help you go through a thorough vetting process before moving forward.
Either way, if you truly want to see success with social media, our recommendation is always to hire someone to solely focus on its strategy and execution.