Social media is the collective of online communications channels dedicated to interaction, content-sharing and collaboration otherwise known as a social instrument of communication. Social media is nothing but websites and applications that enable users create and share content or participate in social networking. It originated strictly as a personal tool that people used to interact with friends and family but was later adopted by businesses that wanted to take advantage of a popular new communication method to reach out to customers, for example, by informing them of the products they sell and services they offer.
Social media enables us see what is happening around us and round the world. This medium attract millions of people from all works of life on daily basis therefore it is a veritable tool for businesses and individual to promote and market their products and services.
Social media marketing (SMM) also follow the same method of content sharing and networking for marketing purposes. SMM is an art of creating engaging contents that encourage readers to share with their social networks in an effort to promote a product, company, service, person or idea. Once measurable strategies suitable for certain products are defined, a marketing plan is executed to achieve a desired outcome such as create brand awareness or generate direct sales.
A social media marketing manager is an individual entrusted witthe job of effectively marketing a brand, product, individual or business entity through its social media presence (via Facebook, Twitter, YouTube as well as a plethora of other social media channels.
According to E -learning, the primary function of a social media manager as it relates to marketing a business entity includes:
Develops and Implements a Social Media Strategy
A social media marketing manager is saddled with the responsibility of developing and implementing the best social strategy that will ensure the online marketing objective is achieved.
Manages Social Media Sites
The social media manager will ensure accounts are updated on a daily basis and also that messaging is timely and relevant.
Searches For News/Articles To Post
Depending on the nature of the organization, the social media manager may be tasked with the duty of constantly scouring the internet and news headlines for articles, stories and tips that are industry related which can be posted to the social media accounts.
Engages In Dialogue And Monitors Customer Issues
Online review of products and services has made it possible for consumers/customers to comment about the products purchased or services rendered. These comments may be positive or negative depending o the satisfaction derived. It is vital for a social media manager to monitor social networks for any positive or negative feedback(s) about an organization and make it available to his direct boss or the Management. For positive feedback, he should encourage and thank individuals but for negative feedback, he should endeavour to appease unhappy customers
Monitors Trends and Encourages the Adoption Of Social Media Tools
The social media manager identifies and reports on social media trends and also searches for new tools to be adopted by the organisation. It is key for organizations to be on top of the latest trends and tools so as to ensure that they are ahead of the competitors, reaching the maximum amount of customers and on top of their “tech game”.
Implements Social Media Campaigns
Social media campaigns are things like e-coupons, promo codes or the chance of winning a prize for “Liking” a company on Facebook. Social media managers will develop these ideas and bring them to fruition.
Manages Social Media Campaigns
It is vital to track and monitor the effectiveness and success of online initiatives in order to calculate a return on investment. Using this, the social media manager will then provide reports for executives and management on what worked and what didn’t work.
Writes Articles/ Blogging
To be a leader or influencer in any given field, it is important to be writing interesting articles or blog postings on topics relevant to the company or industry. The social media manager will identify and develop blog posts and other materials. They may also recruit and develop other bloggers and blog editors.
Uses Social Networking Analysis Tools
It’s important to measure the effectiveness of different channels. The social media manager will use TwitterCounter, Google Analytics, and other tools to measure clickthroughs and measure traffic activity.
Monitors The Internet for Brand Related Topics Of Conversation
There are always conversations going on in the social space that provide the perfect platform for a company to promote itself. The social media manager will actively engage in industry conferences, chats, blogs, wikis, video sharing, etc to promote corporate messaging and increase brand awareness, which will drive brand traffic to company website.
Provides Feedback To Higher Ups
A well run organization has strong internal communication. The social media manager should be in constant contact with the Public Relations, Marketing, Sales and management departments to communicate on public feedback, complaints and conversations surrounding the brand that are taking place in the public sphere.
Promotes Social Media Within The Organization
He/She should educate staff on the importance of social media, as well as the implementation of new technologies and campaigns. The social media manager will also promote social media activities internally.
Share your own experience as a social media consultant or manager 🙂
