What Does A Social Media Manager Do?

social media manager

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What does a social media manager do? Have you ever wondered what the job descriptions of a social media manager and a community manager entail?

Still, you might be interested in knowing the differences between a social media manager and a community manager.

Besides, many have asked us about the kinds of tools that social media managers use in accomplishing effectively and seamlessly their insanely multiple social media management tasks.

In this article, we will learn the following:

#1. The difference between a social media manager and a community manager.

#2. Social media tools used by social media managers.

#3. What to look for when hiring in an in-house social media manager.

#4. Why you should outsource social media management to a professional team.

Let’s get started.

If you're looking for a job, this information will get you up to speed on what a social media manager does.

However, if you intend to hire a social media manager or community manager, the information in this article will save you time, acquaint you on how to attract qualified candidates and, help you hire the best employees.

#1. A Social Media Manager Vs A Community Manager

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An effective and nimble team of social media advocates ensures that every inbound message and outbound opportunity is addressed to achieve your strategic goals.

If you want to know how to set up your own agile social media marketing team, this guide from Hubspot will be valuable.

Large and impressive digital marketing agencies, PR firms, corporations, and organizations might have social media managers as well as community managers as part of their team.

In such a large team, who is a social media manager and who is a community manager?

Are they the same? If not, what are the differences?

Major Differences Between The Two Roles

social media manager vs community manager

Many marketers indeed think that the tasks or duties performed by a social media manager and a community manager are the same but their roles and responsibilities are quite distinct.

A social media manager is the marketing strategist and the eyes and ears of the brand on social media.

The social media manager creates and aligns social media strategies in different departments within the company.

She is responsible for crafting and curating timely, relevant, helpful and compelling content.

A successful social media manager also spends a good part of her time engaging with the target audience, responding to their comments and questions and more.

She is laser-focused on the company's social media successes and failures and is knowledgeable in tracking the social media KPIs, metrics and analysis.

Then she uses the insight gained to tweak and improve the marketing strategies to meet the corporate goals.

On the other hand, a community manager is a brand advocate on social platforms. Feverbee defines a community as “a specific group of people who have developed relationships around a strong common interest.”

They take advantage of their online influence to proactively connect and engage with potential customers of the brand.

Community managers typically deal with those who haven’t heard of the business they work for and boost awareness for the company.

What are the duties of a social media manager?

What A Social Media Manager Does

The job of a social media manager is to manage the online presence of a brand through the creation, promotion and management of targeted-content on social media platforms. 

A social media manager is also the person who is responsible for developing social media strategies and campaigns.

Day-to-day activities of an outsourced agency's social media manager include developing relevant content topics to reach the company's target customers.

Social media managers craft, curate, and manage all published content (images, video and written).

Required Skills Or Qualification Of A Social Media Manager

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    Excellent writing skills: A social media manager has to know how to write an effective copy for different demographics and different social media platforms.

    Awesome writing skill is needed in engaging with customers and clients.

    It is also needed in responding to their questions.

    A good researcher: In an ever dynamic world of social media, an effective social media manager needs to be a good research student.

    This research will uncover what competitors are doing, the latest social media platforms and trending topics.

    A good researcher will also know what tools are new in managing, listening and measuring social media engagements.

    Problem solver: A good problem solver is also an excellent thinker. That is why the job of a social media manager is for a person who has less drama and problems, to begin with.

    It is also for a person who doesn't get overly emotional when faced with problems.

    As the person communicates the brand's image with the public, sometimes, customers are not happy with the brand and the issues they raise have to be resolved.

    It takes a cool, calm and collected social media manager to handle crisis or deal with angry customers.

    If you see problems as challenges and life experiences and stand above them, you are uniquely equipped to be an amazing social media manager.

    Organizational skills: Companies and organizations need workers who can stay organized and focused on the projects at hand.

    However, social media managers must also organize the work of other team members.

    Good organizational skills are needed in managing the different social media accounts, their campaigns, content and other members of the team.

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    Interpersonal Skills: These are the skills that a person uses to interact with others properly.

    As far as organizations are concerned, it means the ability to get along with others while getting the job done.

    Being a friendly and approachable manager with a good attitude makes it incredibly easy and seamless in dealing with team members and the online and offline audience in general.

    A good attitude endears.

    Technical Skills: In my articles, we have made it clear that social media is not for the faint at heart.

    If you claim to be computer illiterate, being a social media manager is not for you.

    Social media marketing is done online and through electronic devices.

    That is why an excellent working knowledge of computers, graphics, some HTML, SEO, SMO, internet access and being overall tech-savvy and curious are necessary.

    Here are other skills that an effective social media manager should have.

    • Extensive experience in developing social strategies.

      Having said that, if you love social media marketing and you are eager to learn, companies will give you a chance.

      After all, everybody started with no experience.

    • Experience with creating and managing leading social media marketing campaigns, multiple social media accounts, online communities and a working knowledge of social analytics.

    • Deep experience in advanced social audience targeting and media planning.

    • Successfully delivered paid multi-platform social media campaigns designed to meet the goals set in conjunction with clients.

      That writing skill comes in play in crafting a comprehensive report on what worked and what needs to be improved.

      It will also include SEO optimization recommendations.

    • You are going to copy, edit and proofread all web content and then, overseer the work of freelancers, including writers, copy editors and community outreach, organizers.

    • As if those are not enough, you will keep up to date on current and emerging web technologies through all the relevant blogs that the company tracks.

      Experience with online monitoring and measurement dashboards.

    • Have conducted audits and competitive analysis resulting in recommendations.

    • Strategically developed content calendars, with content and calendars relevant and appropriate for each social media channel.

    • Experience on how to engage with an online audience and how to grow communities.

    Responsibilities Of A Social Media Manager

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      Awesome at developing social media engagement strategies and tactical plans and ensuring that such strategies are consistent with the larger integrated engagement strategies of clients.

    • Analyze campaigns ensuring that all social programs add up to defined clear measurement objectives and deliver insightful and actionable reports.

    • Take the lead in social intelligence and listening audits for agency clients providing actionable insights through regular reports to engagement and account teams.

    • Provide thought leadership in annual planning exercises and new business pitches. Evangelize, educate, and sell-in social programs with both internal teams and external clients.

    • Lead the agency’s social media practice; evolve service offerings and processes that deliver on client and business needs

    • Stay up-to-date on platforms, trends, and opportunities in the ever-evolving social landscape.

    • Create client-specific assets like a social media playbook outlining best practices and roadmap to engage, monitor and moderate.

    Key Skills And Tools

    • Minimum of 5 years’ experience developing and executing social marketing campaigns, including quantitative measurement of programs.

    • Some companies will hire you if you can do the job. Many want to see a Bachelor’s degree in Mass Communication, Journalism, English or business/marketing with quantitative work experience.

    • Strong understanding of how audiences behave on social channels and how to influence them and be relevant.

    • Highly developed skills in research, presentation, copywriting, and content creation.

    • Ability to handle a wide variety of tasks and assignments in a dynamic, fast-paced agency environment.

    • Keep up to date on current and emerging web technologies through all the relevant blogs that we track.

    • Knowledge of the capabilities and best practices of key social media platforms including Facebook, Twitter, Instagram, YouTube and Snapchat.

    • Experience with social media management tools and/or vendors.

    • Familiarity with social media analytics and insights tools.

    • Big picture thinking plus relentless attention to detail.

    Key Attitudes And Behavioral Traits

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      Naturally curious and highly proactive

    • Passion for pop culture, news and what's trending online.

    • Autonomous, yet highly communicative team player.

    • Ability to think on your feet and "out of the box".

    • Understands and strives to perfect the art of storytelling in marketing.

    • Strong passion to become an SME in the projects you own and the areas you work on.

    What Does A Community Manager Do?

    As the face of a company, a community manager manages communications between a brand and its audience.

    This digital-savvy person is responsible for all communications, PR, social media, events, and content creation, among other things.

    As a Web 2.0 communications role, it uses online tools and in-person networking to create relationships and ultimately build the company’s brand, both online and offline.

    Indeed, the duties of a social media manager are not the same every day, but the responsibilities include:

    Content creation: Just like the social media manager, a skilled community manager should be excellent at writing blog posts, articles, newsletters, and other content like graphics and videos.

    Social media marketing: Social media marketing is the process of gaining traffic or attention through social media sites.

    That means that a good community manager needs to know how to create, manage and boost the company’s online presence through social media platforms.

    Events and event planning: A community manager is a community person that loves people.

    This person is good at industry events as well as following up with meetups in the community within a city.

    Public relations: Some large organizations have a dedicated PR department. If a community manager works for a small or mid-sized company, he or she manages incoming media requests.

    The manager also builds strong relationships with industry journalists; creating, executing as well as measuring media campaigns.

    Customer relations: The community manager is often responsible for customer support – answering questions however they come in (phone, e-mail, Twitter) and managing any online feedback forums such as GetSatisfaction pages.

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    Communications/marketing strategy: A community manager crafts the strategic marketing/communications plans of the brand.

    This social media plan provides direction on the brand's overall campaigns.

    Analytics: You've heard the expression that what can't be measured can't be improved.

    Analytics is important in social media and that is why many social media platforms have analytics so that you can measure your progress.

    Using Google analytics and other measuring tools a community manager can provide reports, and continually find ways to improve on those metrics through testing and new initiatives.

    Business development: In some companies, a community manager may also be tasked with business development and sales.

    How Much Do Social Media And Community Managers Make?

  • What a social media manager makes indeed varies from country to country and from city to city even within a country.
  • To get the sense of what a social media manager and community manager makes, we searched and reviewed data from multiple sources.

    Social Media Manager And Community Manager Salaries

    Glassdoor showed the national average of $51, 613 while Indeed was higher at $61, 000. 

    Then PayScale showed a median salary of $45, 260 as a community manager's Salary.

    Social Fresh has been releasing a white paper every year with detailed information on community managers.

    Interestingly, in 2013, the average salary for community managers was $57,733

    Glassdoor's national average salary for community managers is  $51,971. Indeed put the average at $49,000.

    Did you notice that there are differences in the salaries between a community manager and a social media manager?

    The roles are different too.

    You can expect companies with deep pockets to pay higher than those numbers. Some organizations choose to outsource.

    #2. Tools Used By Social Media Managers

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social media management tools

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For any social media management tool to be of any benefit to you, it is important to have a written understanding of your objectives, strategies or overall marketing tool.

You will indeed need the mastery of a few tools to manage your brand’s online presence.

Since finding the tools that work for you is not rocket science, through trial and error you will find the options that can improve your existing social media strategy the most.

Social Media Management Tools For Agencies Or Enterprises

Spredfast is an enterprise social media management system for managing, monitoring, and measuring across multiple social media channels, with a white label option for agencies.

Recommended for large enterprises and large agencies.

Sprinklr is a Social media marketing platform and consulting service for marketers and agencies in B2B and B2C markets.

It provides social media audience research, acquisition, content promotion, and measurement tools. Recommended for large enterprises.

Sysomos: Their website says: "Sysomos is a unified, insights-driven social platform that gives marketers the easiest way to Search, Discover, Listen, Publish, Engage, and Analyze at scale across earned, owned, and paid media". 

Talkwalker: Talkwalker is an insightful and powerful marketing analysis tool that strengthens your brand in the ever-competitive engagement on social networks.

Their customized reports can help you define and amplify the social media strategy of your partners, as you measure in real-time the responsiveness of the audience.

Synthesio: "Today’s marketing leaders own the full customer journey. This responsibility makes access to comprehensive audience data in real-time a necessity.

Synthesio provides the machinery to take conversations from the social web and convert them into information that can fuel smart, data-driven decision-making across the organization.

Social Intelligence data has become an increasingly vital part of any savvy marketer’s arsenal – Synthesio is built to empower that marketer".

Brandwatch: Brandwatch claims to be the market leader for enterprise social intelligence.

Brandwatch's social listening platform has been cited as a global leader by Forrester in the 2016 Wave and is the best in a class according to the real user reviews on G2 Crowd.

They help you discover vital insights within the billions of conversations happening online every day.

Crimson Hexagon: Crimson Hexagon is an enterprise social media analytics company providing insights for brand strategy, market research, and more.

#3. What To Look For When Hiring An In-House Social Media Manager

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hiring a social media manager

Do you want to hire the perfect social media manager to manage your social media tasks?

Do you even have an idea of what to look for when considering a social media hire?

Here are three reasons why you need to hire a social media manager:

1. The Social Landscape Is Always Changing

Social media marketing is a highly-dynamic niche.

And with the ever-changing algorithms, an effective social media manager can keep track of any changes.

Being familiar with new trends within your different social media platforms makes it easy for your manager to adjust your strategy and the content to reflect the latest updates.

A social media manager that is responsive to the latest trends adapts to change campaign objectives and content that meet your marketing goals.

2. You Need a Social Media Strategy- A social media strategy is a written document that outlines how your brand intends to use social media to achieve your marketing goals.

It also defines the social media platforms that fit your goals and the tools that will be used to achieve this.

An effective social media plan requires your social media manager to work together with all other people experts in your marketing campaigns team.

The social media manager develops your main marketing. goals are for the year. The goals are then translated into social media content and campaigns.

3. Protect Your Reputation & Help Your Customers - Savvy social media managers, not only create and post content on the different social media platforms, but they also monitor and respond to engagements.

Besides, they know how to conduct themselves within each of the social media platforms of the brand.

An effective manager has a plan in place on the time-frame for responding to a comment, whether it’s good or bad.

#4. Why You Should Outsource Social Media Management

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why outsource social media management

As a small or mid-sized business, you don't have the luxury of outsourcing your social media management, leaving you free to focus on your core business. Social media management outsourcing is not just for the big boys.

If you want to boost your online traffic and drive insane traffic to your website, you need to outsource your social media management to a professional company.

And the reason being that you don't have the time to juggle social media tasks and your core business.

That said:

According to the 2017 Social Media Marketing Industry Report, 64 per cent of marketing teams report spending six or more hours each week on social media.

Final Thoughts On What A Social Media Manager Does

Social media marketing is dynamic. As it evolves, so do the roles played by team members.

As you look at the differences between a social media manager and a community manager, you noticed that some of their job descriptions overlap. There are still differences.

Perhaps, you have heard of Social Media Strategist. How about Social Media Planner, Social Media Digital Content Editor, Social Media Content Manager and Traveling Community Manager.

Digital Community Manager And Corporate Community Manager?

Looking at those job titles, you see that corporations, enterprises and organizations are looking for a social media person that specializes in one aspect of the job description of a social media manager.

Since those fancy social media titles are for huge companies like big advertising agencies, newspapers, and media agencies with deep pockets, those tiles may not apply to you.

In most situations, a Social Media Manager / Strategist or Community Manager would be a person from the office or working remotely from home.

Are you looking for a social media management agency that will deliver on your strategy?

But you may be interested in knowing the cost of social media management.

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