What does a social media manager actually do?

What does a social media manager actually do?

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A social media manager is a wide ranging role and no two roles are the same. Broadly speaking, a social media manager is a content creator, a storyteller, an analyst and the person who looks after your brand’s social media profiles.

When you employ the services of a social media manager, you are placing a lot of trust in them. This is a position that carries a lot of responsibility. As the public face of your brand, they are responsible for managing your brand’s reputation. A social media manager brings professionalism and experience to your team. No matter what size of business you have or what industry you operate in, a social media manager will improve your marketing return.

Do you need a social media manager?

To find out if your business needs a social media manager, start by answering these questions.

Do you already have social media accounts?
If your answer is no, then you need help with your social media. A social media manager will provide you with expert advice and get you started.

If you already have social media accounts, a social media manager can help you achieve your marketing goals.

Do you have the necessary resources required to support your social media accounts?

Managing social media accounts is more than a few facebook posts and the odd tweet. Each platform requires sustained effort to build your audience. This means content. And lots of it. All different types of content, from video to text.

So, do you have a team of people who can pump out the right content for your audience to each of your social media accounts, every day?
If you don’t, a social media manager will provide this service.

Can you repackage content into multiple forms and schedule it to publish to multiple social media accounts?

You have written a blog post, can you turn that into a series of tweets?
Can you create graphics that promote that blog post?
Can you turn that blog post into a video?

This is what a social media manager will do for you.

But it’s not all about content.

Do you know how to measure your social media performance?
A social media manager will provide you with regular reports.

Can you place ads on social networks?

Digital advertising can give you an advantage over your competitors. A social media manager can place ads on your behalf and ensure you get the best value for money.

A social media manager gives you back TIME

Those are all valid reasons for needing a social media manager. But, if you value your time (if you really value your time), you’ll want a social media manager because they will give you back your time. If you’re juggling multiple tasks as a business manager, you will not be able to succeed at social media.

You have 3 options:

  1. Continue to do social media as you are.
  2. Let one of your team focus on your social media
  3. Or bring in expertise in the form of a social media manager.

Which option will give you the greatest return on your investment?

Do you need a social media manager?

Do you need social media training?

Are you looking to upskill in social media?

What your social media manager should do for you

Let’s take a deeper dive into what a social media manager can do to help your business achieve your social media goals.

Social Media Strategy

To be successful on social media, you need to plan. Ask your social media manager to develop a social media strategy or plan for your brand.

This strategy will cover a number of areas:

  • It will start by looking at where you are now.
  • Who are you competitors and what are they doing on social media?
  • What does your brand mean?
  • How is the brand perceived by the public?
  • How can social media create value for your brand?
  • Identify your ideal customers – who are they?
  • Which networks are they using?
  • What subjects should you be creating content for?
  • What type of content should you be sharing?
  • The strategy will define clear objectives which are essential for calculating your return on investment (ROI).
    For example, do you want to drive traffic to your website?
    Does your brand suffer from low awareness? Do you want to increase sales?
    Do you need to improve the reputation of your brand?
  • How will you measure and evaluate your goals?


What problems do you need help with?
The strategy should identify other areas that need development. Social media should be driving traffic to your website. A social media manager could help make improvements to your landing pages to improve conversion rates.

Project manager / campaign manager

A social media manager will be super organised. While a background in project management is not essential, it will be hard to manage social media profiles without using project management principles and tools.

A typical social media campaign could last between 4 and 12 weeks. But, a social media manager will be constantly planning ahead. Your content could be a mix of campaign content and regular content. It’s important to plan your content schedule so as to keep your followers engaged. This means your social media manager is constantly managing content and people. You should have a social media calendar or schedule that tells you exactly when content is being posted to your social networks.

A social media manager will make sure your digital marketing campaigns run smoothly.

If you don’t have the time or expertise to manage your own social media accounts then a social media manager can solve that problem for you.

Content Creator

A social media manager will know how to use content to meet your goals. Your social media posts will be carefully planned and executed to maximise opportunities.

As a content creator, your social media manager will need to have the following skills:
Copywriting: they will know how to write strong headlines and snappy posts.
Designing graphics to compliment your social media posts.
Taking photographs: social media posts with images perform better than text updates. Good photos of your business or products will really enhance your feed.
Shooting and editing video: video is the number one content type on social media.

However, a social media manager will know which content type works best for your audience. Tip: it’ll probably be a mix of content types!
Your social media will include content that entertains, inspires, educates and convinces your followers. Your social media manager will understand what makes your followers tick and create content to meet that need.

Content curation is another important content type. Sharing content that is relevant to your audience is a quick and easy way to keep your followers engaged with your brand.

Manage your social media accounts

Depending on your business that could range from a single Facebook page, to several different profiles. Most businesses will use a combination of Facebook, Instagram, Twitter, YouTube, Pinterest and LinkedIn. Not forgetting Snapchat or TikTok or messaging apps like WhatsApp. That’s a lot of channels to be managing.

A social media manager should:

  • Have strong communications skills.
  • Be friendly and curious.
  • Show compassion and empathy.
  • Be able to adapt – change is always coming.
  • Understand how marketing benefits your business.
  • Respond to and moderate comments.
  • Become an advocate for the brand.
  • Treat each customer as if they are your only customer.
  • Develop influencer partnerships.
  • Conduct reputation management through social listening.

Depending on your objectives, these could take a couple of hours each day.

Lead generation

A social media manager, by understanding your audience, will create content that meets your objectives. This could be content that encourages your followers to purchase, sign up, register or to engage with the post.

Your social media content should move your followers along the customer journey. Social media is more than a tool for creating awareness. Used right, it can be a powerful tool to nurture prospects into customers and finally into brand advocates. You can do this by showing your followers how great your products are and how much you love your business.

What happens when someone follows a link from your social post to your website? A social media manager will make sure the web page is fit for purpose. It should make the ‘action’ easy and straightforward i.e. no fuss.

Research and Learning

There are two aspects to this. A social media manager should be an expert in social media. They need to be constantly learning how social networks are evolving and the news feeds changing. By researching and learning how social networks are changing, a social media manager will be able to spot new trends.

Social media training
There is a steep learning curve to cover everything you are expected to do. Tools change all the time and new tools claim to add value. Arrange social media training today.

Social Media Training

Social media tools are changing all the time and they can be difficult to learn. 

A social media manager will research what content your audience likes. This will help them to develop a content plan.

How do they do this?
Through keyword research and search engine optimisation (SEO).

You might be wondering what SEO has got to with social media. Keyword research is just as important for your social media content as it is for your website. A social media manager is tasked with promoting website content. Understanding keywords can increase the reach of your posts. More reach could mean more customers.

Managing Budgets (Digital advertising)

It’s very difficult to achieve your marketing goals on social media without placing paid ads. Your social media manager could be responsible for managing digital advertising and influencer marketing budgets.

Reporting and Analytics

Evaluating social media should be a top priority for every business. Each platform provides their own analytics or insights. You should ask your social media manager to provide you with regular reports.

As an example, these reports might include metrics on:

  • Reach;
  • Engagement (comments, likes and shares);
  • Follower growth;
  • Conversion;
  • Leads;
  • Referral traffic;
  • etc

What have we learned?

By using a social media manager, you can reclaim your time to focus on your work.

A social media manager is a diverse role that requires many skills. They are a modern marketer who will bring professional expertise and experience to your business.

Due to the nature of the role, it is vitally important to get the right person for your company.

Has a social media manager helped improve your social media? Share your experience with me on LinkedIn and Twitter.

Or if you’d like help with your social media contact us today for a free consultation.

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