Social media management isn’t just about posting content to a business’s social channels. Over the past few years, social media management has turned into a complex, multi-faceted role that helps a business achieve it’s strategic goals. It’s no more a job that functions in isolation within a company. In fact, most organizations adopt social media management as a culture across their hierarchy.
A quick look at Google Trends shows the rise in interest in the term “social media manager” over the years, and it seems that people have never been as interested in the term as they are today.
According to Amy Crow, Indeed’s communication director, social media skills are becoming a top requirement across all roles: “We are seeing an increased demand for social savvy candidates across the business – from human resources to product to customer service. In addition, we’re seeing this demand span many levels, from executive assistants to senior vice presidents.”
So, whether you’re in market looking for a dedicated Social Media Manager for your brand or hunting a reliable source to outsource your social media management, these are 4 skills you should be looking for in a candidate:
Your social media manager will be responsible for curating a lot of content that includes profile descriptions, regular tweets, communication with customers and designing Facebook posts. Therefore, he or she should have a good command of the language and the ability to express themselves in writing.
A good social media manager will have to ensure that they are maintaining a consistent voice when writing on behalf of your company. They’ll need to have the ability to convey passion and excitement for the service(s) or product(s) through their writing. Also, maintain professionalism and avoid embarrassing grammatical mistakes or spelling errors.
According to a recent study, social media posts with images tend to receive more engagement and clicks than a normal status update. In fact, according to a survey conducted by HubSpot 43% of the viewers were interested in seeing more video content in the future.
Buffer says tweets with images receive 18% more clicks than those without, and research from Wishpond shows photo posts on Facebook get 120% more engagement than other types of posts.
For these reasons, it is very important that your social media manager should have the skills necessary to conceptualize and create eye-catching graphics for your social channels & blog posts.
While it’s not mandatory to have advanced Photoshop skills, a good eye for design and the ability to source and edit images is all that is a must.
A customer service-mindset
Believe it or not, but social media is the most preferred form of interaction for customer care. Sprout Social revealed that more than 34% of people go to social media to seek customer care/ support services. But sadly, only 21% of the businesses worldwide use social media for customer support.
If your social media manager is not appropriately responding to customer queries, all the pitchy or engaging content he/she is sharing is not going to take your business far enough. Drafting a quick response to questions and/or complaints, and the ability to move difficult questions offline are all important aspects of a topnotch social customer service.
Every successful social media manager understands that a company’s social presence is the brand’s online representation; that whatever they say or do is going to represent the brand -whether it’s good or bad.
Your social media manager needs to have experience in running paid social ads. According to the report published by Salesforce in 2015, social media advertising is one of the top two priorities for marketers. Unlike traditional TV and newspaper ads, social adverts are making their way directly through content created specifically for the user.
Despite this challenge, social ads allow for unprecedented targeting and the power to take advantage of the online brand recommendations or word-of-mouth marketing. Your social media manager must understand the importance of correctly utilizing social ads that will allow your company to maximize the benefits of it’s social media efforts.
What skills do you think are the most important in a social media manager? Let us know in the comment below!