WHAT DOES ASOCIAL MEDIAMANAGER DO?

Content by Madison Slinker

IN LESS THAN 140

CHARACTERS

PR, brand, content, customer

service, advertising, design,

project management, creative

production, analytics --

all day, every single day.

BREAK IT DOWN,WILL YA?

STRATEGYBRANDCONTENTCREATIVECOMMUNITYANALYTICS

STRATEGYWHERE ARE WE GOING?

SET VISION

Where do you want to be in

90 days, 6 months, 1 year?

How will you get there? Aim

for "big reasonable dreams."

DEFINE SUCCESS

How do you know what you're

doing is working? Think in

terms of goals, KPI's and

metrics (e.g. engagement rate,

follower acquisition,

leads, sales). In other words --

numbers are now your bud.

COLLABORATE

Support PR, Brand,

Editorial/Content, Email,

Product, Mobile, Sales,

Customer Service, Events,

Investor Relations, Legal . . .

and everyone else.

BRANDWHO ARE WE?

CUSTOMIZE

How does your audience

want to experience the

brand? Tweak your approach

for each channel and

audience -- they like to feel

special.

KEEP IT TOGETHER

Here's your police badge, use

it. Maintain brand guidelines

across all channels. Monitor

awareness and positioning

among your core user base.

CONTENTWHAT STORY DO WE

WANT TO TELL?

CAMPAIGNS

Your sweet spot.

Work closely with Brand and

Editorial/Content to come up

with supporting content

for major and minor marketing

initiatives (e.g. digital

promotions, advertising, co-

marketing partnerships,

events, sales, product

releases).

WORDS

You, yes you, are a

copywriting genius.

Congratulations. Now write

every letter of every social

post for every channel.

SCHEDULE

You are responsible for

knowing what to post, when

to post and where to post.

Google Drive, spreadsheets

and Post-it notes don't

stand a chance.

CREATIVEWHAT'S POSSIBLE, WHAT'SIMPOSSIBLE AND CAN WE

DO IT ANYWAY?

INSPIRE

A.B.S. "Always be

BrainStorming." Come up with

new creative experiments to

test, and don't be afraid to

bomb a few.

ART DIRECTION

Communicate vision for video,

photography or graphic

production to designers or

agency. You may need to slap

together a creative brief,

collaborate on storyboards

and give on-set direction

or edits.

CREATIVE DIRECTION

Understand the basics of

design, video and production

to know what's possible and

how much of an ask you're

making from your team.

Jargon, functionality and best

practices are a great

place to start.

WORDS

Did I mention copywriting?

Lots of that.

COMMUNITYWHERE ARE ALL THE HUMANS?

CUSTOMER SERVICE

The front line representative

for consumer relations.

Resolve light-weight cases

online, pass off hefty issues

internally and route product

feedback where appropriate.

Think of yourself as the

mediator between consumers

and the rest of the team.

ENGAGE

The best communities don't

just speak to the brand, they

speak to one another about

your product. Encourage

those conversations by talking

back where appropriate,

seeding conversation starters

and building potential new

user relationships.

GROW

Look for ways to expand your

reach and amplify brand

awareness (e.g. influencers,

co-marketing partnerships,

trending topics, power users).

ANALYTICSSO, IS IT WORKING?

COMPETITION

What are your competitors

doing these days? How are

they doing it? Learn from

them, then beat them.

PERFORMANCE

Are you making slam dunks or

missing the hoop completely?

Know exactly how you're

performing against your goals,

KPI's and success metrics

(defined during strategy).

RESEARCH

Test, test, test some more.

Keep a close eye on new

channel developments and

releases. Instagram FINALLY

allowing hyperlinks in post

descriptions? Better jump on

it!

MORE RESOURCES

HUBSPOT: "What the Best Social Media ManagersActually Do in Their Jobs"