Social media managers are people responsible for overseeing the social media activity of a company or individual. This position has become more vital as numerous organizations and public figures utilize social media platforms to interact with their followers. To embark on this profession, individuals must enhance their communication abilities, attain a related degree, and become proficient in utilizing social media.
The perception of social media as being “easy” is held by many individuals. Despite the ease of sharing images and short comments, there is a considerable amount of data analysis and strategic thinking involved. This article aims to delve into the responsibilities of social media managers and provide guidance on pursuing a career in this field.
What does a social media manager do
The social media manager is responsible for overseeing, managing, and directing the social media presence of a business, product, or brand within the communications, marketing, or public relations department of an organization.
Social media managers need to have the ability to work at a fast pace and respond and share information in real-time, as social media platforms are typically considered as “real-time marketing.” Being knowledgeable about news cycles and an industry expert for their company, business, product, or service is often necessary for a social media manager.
How to become a social media manager
1. Garner experience in social media marketing strategy
It is often believed that all young individuals excel in social media due to their familiarity with it from a young age and the availability of cameras on their phones during their teenage years. Although they possess the ability to quickly grasp new platforms and connect with their personal audience, the effective use of social media for a brand requires significant planning and careful consideration.
If you are interested in becoming a social media manager, one way to gain experience is by contacting a friend or family member who owns a small business. Take the time to build a relationship with them and comprehend their motivations and reasons for wanting to utilize social media platforms for posting.
It is important to understand business objectives and how social media can benefit businesses and attract new customers. Social media offers various advantages, such as user-generated content, geographically relevant information, and targeted marketing. However, it is crucial for businesses to have a strategy in place before posting content.
2. Earn a degree or gain relevant work experience
Many employers prefer candidates to have a bachelor’s degree, although not all social media manager positions require it. The recommended degrees for this career path include business, marketing, advertising, public relations, and general communications.
Psychology majors also do well in this area because they are well-versed in human behaviors and the customer mindset, why we do the things we do and why we purchase items from certain brands.
To systematically plan, consider looking for educational programs offering training and courses specifically focused on social media management and strategy. Additionally, contemplate the option of participating in internships, volunteer roles, or entry-level positions that involve actively working with social media to apply the theoretical knowledge and strategies acquired in academic settings.
To acquire experience and knowledge in analytics and social media campaign planning, one can also find assistance in the form of Massive Open Online Courses (MOOCs) offered on websites like Udemy, Coursera, and Google.
3. Build your own social media following and post strategic and thoughtful content
A way to demonstrate your capability in managing a business’s social media following is by independently creating engagement. Enhance your personal accounts by sharing captivating content and boosting the quantity of likes, comments, and shares on your posts while also connecting with your followers. Additionally, you can formulate a content strategy for your personal profile to cultivate this proficiency.
To validate the effectiveness of your techniques, implement social media best practices. Consistently maintain your brand voice and ensure that visuals, such as images and graphics, align with a specific aesthetic. Remember to acknowledge photographers or sources of content when using images that are not your own.
4. Learn how to use social media and general marketing analytics
The reliance of every social media manager on analytics lies in their ability to evaluate the performance of campaigns and content. Social media analytics enable you to gauge the effectiveness of your shared content and recognize trends among followers, such as their preferences, dislikes, and the type of content they are unresponsive to.
When reviewing analytics, it is important to consider several key factors: followers, page views, clicks, likes, shares, comments, and impressions. Although impressions (the number of viewers who see your content) are important, it is also beneficial to effectively translate all analytics components into an actionable strategy. While high impressions may seem positive, if engagement is low, it indicates room for improvement.
There are many tools that are available for tracking metrics and trends. As you continue to gain practical experience through education, internships, and other roles, you can become familiar with these tools and use their insights to adjust campaign and content strategies. Google Analytics is commonly used by small businesses and entrepreneurs, but there are also more advanced platforms like Core Metrics that are used by large companies.
5. Undergo training
Besides getting a degree, you can gain advantages by enrolling in social media management training courses offered by a variety of online platforms and providers. These courses will assist you in cultivating essential skills such as research, analysis, and communication, as well as in learning how to overcome potential obstacles that may arise when handling social media for a brand or organization.
In order to learn new tools, such as trending tools, content-sharing tools, publishing tools, and social media platform listening tools, you may also opt to take courses. It is beneficial to comprehend that numerous companies employ social media listening software to stay updated on consumer feedback about them due to the rapid pace of social media and “real-time marketing.”
6. Build an online portfolio
During social media management interviews, you might be requested to present your portfolio containing past social media projects.
It is important to keep a portfolio of your top posts, engagement records, and other relevant data whether you work for freelance clients, manage your personal accounts, or volunteer to create a page for a non-profit organization. This way, you will have evidence of your qualifications to present during interviews.
7. Pick a channel or industry that interests you
In order to distinguish yourself among a large pool of applicants for social media positions, it is advantageous to possess a specialization. This could involve focusing on a specific subject or industry, or developing expertise in a particular social media platform.
To specialize in a particular field, select a subject that captures your interest. The following are potential areas of specialization for aspiring social media managers.
- Healthcare organizations and practices
- Law firms
- Restaurants and hotels
- Tourist attractions
- Professional services firms (like plumbers and HVAC contractors)
- Marketing agencies
- Politicians’ social campaigns
If you decide to take a different path, you can focus on a specific social media channel. While this choice may restrict your chances of securing diverse social media jobs that involve handling multiple social channels, it can enhance your chances of being a strong candidate for jobs that demand extensive understanding of your chosen platform.
Here are a few of the social media platforms you may want to consider specializing in:
- TikTok
- Snapchat
8. Build your foundational knowledge with free resources
If you aspire to be a social media specialist but lack experience, you will need to embark on a comprehensive learning journey. However, don’t fret as numerous free resources are available to help you develop the foundational knowledge of social media necessary for your career progression.
Here are a few free resources that you can use to begin your journey.
Social Profiles You Admire
Begin by considering the fact that social media is one of the most valuable free sources to acquire knowledge about professional social media usage. Reflect upon the social media profiles that elicit the strongest reactions from you, and subsequently examine those accounts.
By tracking the patterns of their social media posts and content types, make an effort to deconstruct them step by step and take notes. You will be pleasantly surprised with the amount of knowledge you acquire within a few months.
Social Media Blogs
Experienced social media experts who have active blogs are among the best minds in the field. Their blogs are typically filled with valuable free content that can aid in the development of your knowledge base as you begin.
Skills you need to get into social media
If you want to land a social media job without any experience, these are the essential skills you should learn.
Communication
In social media, communication plays a vital role. It involves conveying brand messages and personalities, as well as responding directly to messages and comments. Additionally, it is crucial to possess effective communication skills when collaborating with colleagues in any organization, especially those who may not grasp the significance of social media for the company.
An Understanding of Popular Platforms
To be successful as a social media professional, it is important to understand the distinctive characteristics, advantages, disadvantages, and specific user bases of different social media platforms. You must familiarize yourself with the functioning of each platform and determine which ones are most effective in targeting specific audiences.
Firstly, understanding the most effective way to engage with professional target audiences on LinkedIn is crucial. Additionally, it is important to possess knowledge on how to craft carousels on Instagram, create videos suitable for TikTok, and gain proficiency in various other aspects. It is essential to bear in mind that these social media platforms undergo continuous evolution, necessitating the need to constantly stay updated on each of them.
Data Analysis for Your Platform or Target Audience
In addition to likes, comments, and followers, social media involves data extraction, processing, and deriving actionable insights. Therefore, possessing data skills is necessary for managing social media channels effectively.
Basic Project Management Skills
Planning is vital when overseeing a multitude of social media accounts, as it involves managing a daily posting schedule along with various marketing campaigns. Tasks include devising content ideas and determining the suitable format, followed by creating and scheduling the posts. This process must be repeated multiple times each week.
In order to effectively manage an active social media calendar, it is crucial for a social media professional to possess strong project management skills. Learning how to supervise the entire process of a social media campaign, starting from its inception to its conclusion, is a valuable skill that can lead to high-level social media management positions in the future.
Familiarity With Popular Social Media Tools
As a social media marketer, like any professional, you will be using a set of tools. In your case, the tools you will be using are digital. Familiarity with social media management tools such as the following will be required for many social media jobs:
- Tools like Hootsuite for scheduling posts
- Google Trends
- Graphic design tools like Canva or Adobe Photoshop
- BuzzSumo
