Career Testing
Career Testing
Career Testing
CHOOSING A CAREER / SEP. 10, 2013
version 2, draft 2

The role of a Social Media Manager

When you tell someone "I'm a Social Media Manager", you would prefer it if they nod appreciatively. But more often than not, they furrow their brows and ask something along the lines of: "So what exactly do you do all day?" The standard short answer is: I manage Facebook Pages and other social media accounts for businesses. But of course it's a lot more than just that.

Responsibilities of a Social Media Manager

We live in the digital era, and the internet is the only way you can reach a wide audience when doing marketing. The Social Media World is not easy and it varies from business to business. What might work in one business, might not work in the other. Every social media strategy must be unique and adapted to suit its target audience. Therefore, before actually starting a campaign, many hours must be spent researching the targeted audience.

Just like people have Facebook profiles, businesses can have Facebook pages to build up their brand's online profile. The company can put out status updates, including photos and links. Instead of friends, Business Pages have fans. When people "like" a Page, its status updates appears in their news feed, just like their friends' status updates would. The role of the Social Media Manager is to create, maintain and monitor these pages and make sure the company has a clean online reputation. Pages can also be advertised on Facebook, so the Social Media Manager should also create and manage those ads.

On Twitter, the Social Media Manager will create and manage accounts, including developing and posting content, and following and interacting with other accounts, especially "influencers" and "thought leaders" in the company's field. Another responsibility is to track and respond to mentions of the company's name and relevant keywords and, if they have a physical location, respond to check-ins and reviews on sites like Yelp and Foursquare that get pushed to Twitter. Twitter has its own advertising as well.

Because a Google+ presence has such a great SEO benefit, Google+ is used to share similar content to Facebook and interact with other accounts by "circling" them and interacting with their content.

Youtube, Pinterest and Tumblr are also highly influential Social Platforms that should be maintained and monitored by a Social Media Manager. Pinterest is an excellent way to share clients' images and curate image collections, especially for clients with a visually compelling or physical product for sale.

Reputation management in the social media world means monitoring review sites like Yelp and Citysearch, as well as location listings like Google+ Local. Since listings on these types of sites can be generated automatically or by customers, the Social Media Manager searchs for new listings in addition to monitoring existing listings, and responds to reviews as needed.

"What gets measured gets improved!" Social Media Managers use a variety of analytic tools to track the progress of the work they are doing and use those insights to refine my social media strategy.

Social media is a marathon, not a sprint. It requires advanced training, careful planning, incredible endurance and constant adjustment to conditions on the day. 

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