In today’s digital age, social media has become one of the most powerful tools for businesses to connect with their customers. As a result, the role of a social media manager has become increasingly important. So, what exactly do social media managers do?
Usage and Growth of Social Media
Let’s start with what the social landscape is looking like. Social media platforms have seen exponential growth and adoption in recent years. Here are some statistics that highlight the significance of social media:
- As of 2021, there are 4.48 billion active social media users worldwide, which accounts for approximately 57% of the global population.
- Facebook is the largest social media platform, with over 2.8 billion monthly active users.
- Instagram has 1.2 billion monthly active users, while Twitter has 330 million and LinkedIn has 774 million.
- YouTube dominates the video-sharing space, with over 2 billion logged-in monthly active users.
- Social media users spend an average of 2 hours and 24 minutes per day on social networking platforms.
- 54% of social media users research products on social media before making a purchase decision.
One of the key responsibilities of a social media manager is to use social media tools to craft and release content to the company’s social channels. This involves creating engaging and relevant posts that resonate with the target audience. Social media managers must possess strong writing skills and have a knack for storytelling to effectively capture the attention of users scrolling through their feeds. They also need to understand the nuances of each social media platform, tailoring content to maximize its impact.
Another vital aspect of a social media manager’s role is to develop social media campaigns in collaboration with the marketing team. By aligning social media strategies with overall marketing objectives, they can create cohesive and integrated campaigns. This includes setting goals, identifying target audiences, and selecting appropriate channels to deliver the message. Social media managers serve as the bridge between marketing and the social media realm, ensuring that the company’s messaging is consistent across platforms.
So what makes them qualified?
Qualifications for a Social Media Manager:
- Use social media tools to craft and release content to our social channels.
- Develop social media campaigns in collaboration with the marketing team.
- Become an extension of the company’s brand to connect with existing customers and acquire new ones.
- Analyze the company’s social strategy to make frequent improvement suggestions.
- Stay up to date with new and emerging trends to help keep [Company X]’s social media presence consistently relevant.
- Establish key performance indicators to understand efficacy of existing social campaigns and adjust strategy for further optimizations.
To be successful in this role, social media managers must become an extension of the company’s brand. They need to understand the brand’s values, voice, and tone to effectively communicate with existing customers and acquire new ones. By connecting with the audience in an authentic and relatable manner, they can build trust and foster loyal relationships. This requires a deep understanding of the target demographic and the ability to adapt to different online communities.
Monitoring and Analyzing Success
The most challenging aspect of being a social media manager is measuring success. Social media managers should establish key performance indicators (KPIs) to understand the efficacy of existing social campaigns. By setting specific and measurable goals, they can track progress and evaluate the success of their efforts. These KPIs could include metrics such as follower growth, click-through rates, or lead generation. Based on the results, social media managers can make informed decisions, adjust strategies, and optimize future campaigns for even better performance.
Analyzing the company’s social strategy is crucial for a social media manager. They must constantly monitor and evaluate the performance of their campaigns, using data-driven insights to make improvement suggestions. By leveraging analytics tools, they can measure engagement, reach, and conversion rates, among other metrics. This allows them to identify what works and what doesn’t, enabling them to refine their approach and achieve better results.
Take our client Comprehensive Health Center of Orlando, a health clinic providing primary care services in Orlando, hired our team of social media experts to enhance their online presence and drive customer engagement. With a targeted approach and careful planning, the social media manager implemented strategies that resulted in significant growth and success for the brand.
Challenge:
When Comprehensive Health Center of Orlando joined Dorsainvil Creative, their social media presence was limited, with minimal engagement and 0 follower base. The challenge was to establish a strong online presence, connect with the target audience, and increase brand awareness and appointments through social media channels.
Approach:
We developed a comprehensive strategy based on thorough market research and competitor analysis. Here are the key steps we took:
- Identifying Brand Voice: We worked closely with the health center’s team to define their brand voice and ensure a consistent messaging approach across all social media platforms.
- Content Strategy Implementation: We focused on creating a content strategy that aligned with Comprehensive Health Center’s target audience’s interests. We mixed high-quality product images, organic videos, and behind-the-scenes videos to showcase the health centers patient to provider experience.
- Platform Selection: We identified the most suitable platforms and concentrated their efforts on Facebook, Instagram, TikTok, and LinkedIn. This targeted approach allowed them to reach the right audience and maximize engagement
Results:
Check out the remarkable results of simply using social media strategically:
- Follower Growth: Within six months of implementing the strategy, followers on the brand’s social media accounts increased by 200%.
- Increased Engagement: The engagement rate on their asocial media posts soared, with likes, comments, and shares doubling. This indicated a higher level of audience involvement and interest in the brand’s content.
- Increased Appointments: The enhanced online presence and engagement directly translated into increased appointments booking online. The social media manager closely monitored social media conversions and analyzed the impact of various campaigns, providing insights for continuous improvement
The success achieved through the efforts of the social media manager demonstrated the importance of a well-planned social media strategy and the impact it can have on a brand’s growth and success.
This takes us to having a dedicated team that are social listening and staying up to date on the latest and greatest.
Learn more about this case here.
Trends
Staying up to date with new and emerging trends is an essential qualification for a social media manager. Social media platforms are constantly evolving, and user behavior is ever-changing. To keep the company’s social media presence consistently relevant, social media managers need to be aware of the latest features, algorithms, and industry shifts. This includes keeping a pulse on popular hashtags, current events, and viral content that can be leveraged to engage the audience.
Social media managers play a vital role in managing a company’s online presence. With their qualifications and responsibilities, they use social media tools to craft and release content, develop campaigns, become an extension of the company’s brand, analyze strategies, stay up to date with trends and statistics, and establish key performance indicators. Their expertise helps businesses connect with their target audience, increase brand awareness, and drive conversions.
