Social media management is simply the use of various social media channels and sites to advertise a product or service. Although the terms digital and e-marketing are usually dominant in academic circles, social media management is rapidly becoming popular for both academics and practitioners alike. A social media manager, like a digital marketing or e-marketers, is someone who understands how to effectively use digital and social media tools to target an audience. Unlike traditional marketing managers, a social media manager works in a fluid environment, coordinating multiple digital and social media channels with the goal of building brand reputation and driving sales.
Digital and social media management encompass a wide range of strategies and tactics. It may include managing company blogs, maintaining and updating company Twitter and Facebook accounts, publishing company YouTube videos, and more. In essence, a social media manager takes the approach that every social channel should be used to build and strengthen a company’s brand, whatever the medium. This requires thorough knowledge of the different types of channels, their demographics, how they benefit a company and how to maximize their potential.
In addition to leveraging digital channels, a Social media manager must also understand the importance of optimizing online search engines for your business. Search engine optimization (SEO) refers to the process of making pages on a website appear at the top of results when users perform a search for a given keyword. For example, if you sell tires on Craigslist, a search for “tires” will bring you pages of listings that have “tires” as the primary keyword. Optimizing your web site for keywords such as “tires” helps bring relevant listings to users, increasing your chances of earning a sale. An SEO consultant can help you implement SEO tactics that focus on the hottest, most searched keywords.
A social media manager must be able to create and schedule posts based on a variety of factors. In addition to keyword-rich content, a blog needs to be designed in a way that allows readers to get involved. Social media managers can use RSS feeds, blogs, podcasts, and more to provide readers with updates. The type of content a blog offers is largely dependent on the type of site and brand being managed.
To make social media managers’ lives easier, many marketing managers now utilize social media community managers to coordinate all of their marketing efforts. Social media community managers handle all of the elements necessary to attract users to the sites. Social media manager schedules posts on the sidebar of the user’s page; shares links on Twitter and Facebook; moderates comments and replies on Facebook; and helps promote brand events and upcoming sales events. Because it takes a team of people to handle each of these tasks, a marketing manager who utilizes a social media community manager will have much more work to do overall. A SMC manager will be responsible for everything from creating a team page for the brand to managing the company’s social media efforts around the globe.
Social media managers also work closely with the creative team. These individuals often have in-depth experience in marketing, but they also understand that web design and graphics play an important part in creating a successful online presence. When it comes to brand management, social media managers will often collaborate with the creative team to ensure that the right content is being promoted. If a brand’s website is not presenting the appropriate information or the right image for the product, the marketing team will address the problem as well.
Social media management is not limited to small businesses or websites. Major corporations employ social media managers to coordinate their marketing efforts. A good social media manager needs to understand the overall business goals of the company, and they must be capable of working with other departments as well. A SMM specialist understands how to coordinate and integrate various elements of the Internet marketing, SEO, PPC, social media, and search engine marketing efforts of any size or industry.
Social media trends are constantly changing; what worked a year ago may not be as effective today. An experienced community manager can make sure that the brand they are promoting is one that engages consumers on all levels. They understand that consumers are increasingly likely to engage on all platforms, including Twitter and Facebook. Engaging in conversation on these platforms with customers creates a sense of familiarity for consumers, which creates a favorable environment for buying. A social media manager works to make sure the brand’s message is consistently communicated through all available channels to increase consumer awareness and interest.
