It seems that we are surrounded by people who pretend to be the strategist of social media, don’t we?
Nowadays if you want to be “cool” you MUST have a Facebook, Twitter, Instagram account and a YouTube channel, not to mention that you have to try every new social media launched on the market.
But if it’s so simple why only few people know how to successfully run social media profiles/pages and also earn money from this activity?
Well, the answer is simple: you need the right skills.
Do you want to undertake a Social Media Manager career? Well, in that case, ask yourself (honestly) if you have all the characteristics below:
- Excellent communication skills
- Organized and strategic mind
- Analytical skills
Why do you need excellent communication skills?
Because you will spend 8 hours a day writing persuasive posts for the social media of your company and you will do it for product launches, press announcements, events etc… and you must know that you cannot just copy the same content on Facebook, LinkedIn and Twitter because each one of them has a different scope and different rules.
You need to adapt the content based on the social media where the post will be published but be careful not to change the tone. Every company communicates in a different way, a corporation usually uses a formal, serious and professional tone while a start-up uses a fresh, young and informal tone. This is the first thing you have to discover once you start working for a new company so you can easily adapt your writing.
Use SEO (Search Engine Optimization) techniques, make sure to use optimal keywords both in the title and the text in order to gain most search engine traffic.
Monitor the communication strategy of your competitors, it helps getting ideas in order to do the job better (without copying).
Why do you need an “organized and strategic” mind?
Because if you want to be followed and create engagement, you have to publish posts regularly during the week and sometimes even during the weekend. There are many tools available on the web that you can use to schedule your posts automatic publication, but also they help you to make analysis and measure the engagement. Almost every social media platform has different kind of plans (free, fee paying, for professional, for companies), anyway I suggest to request a demo in order to understand all the features and figure out which software is fitting the most to your business.
Why do you need an analytic mind?
Because it is useful to understand the posts’ performance in order to improve them. But how do you know if your strategy is good or not? Don’t worry, it’s not rocket science! Start from creating reports on overall campaign performance after major launch initiatives and based on the goals you’ve set and the report results (impressions, clicks, social actions, engagement etc..) you will adapt the strategy.
For this task Google Analytics will be a good ally as you will be able to identify and set up goal conversions, identify which platform drives the most traffic and create dashboards. The dashboards will help you to categorize and filter the collected data, a great help as you will study and think of some new strategies based on that!
And finally…Don’t forget to take care of the followers! Most important: engage with them, answer quickly to their questions or observations and in a professional but at the same time informal way, providing a solution whenever possible. Transform a simple question in a conversation, let the followers share their point of view. Sharing is the only way to get better at your job!