Can we measure the ROI of social media?
Social Media Managers Jobs so you can hire someone that can help them drive real business results:
1) Content Creator
Content is a key component in any marketing function, and social media is no exception. Even if you have dedicated bloggers and ebook writers, that content still needs to be adapted to each social network. A good portion of a social media manager’s role is creating and adapting content for the specific networks. This includes positioning content in under 140 characters, creating images to accompany posts, creating variations of posts for each piece of content (since the lifespan of a social media post is so short), and even creating content from scratch specifically for growing a following on social media.
- Skills Necessary Copywriting, design, positioning, creativity
- How This Drives Results Adapting content specifically for each social network yields more clicks and leads.
2) Marketing Analyst
As all marketing roles become more and more data-driven, a social media manager needs to be able to dig into the data, analyze that data, and draw actionable insights. That includes macro data — like overall reach, leads generated, leads nurtured, customer cases supported — all the way down to micro data, like individual experiments around content positioning. A successful social media manager will be able to look at data constantly to make smart decisions. Plus, they should be constantly testing new strategies, new content, and new campaigns — running tests and analyzing the results every day to constantly iterate and improve their marketing efforts.
- Skills Necessary Data analysis, curiosity, ability run scientific experiments and draw insights from data, data presentation
- How This Drives Results Constantly testing and analyzing results helps you build new standards in your routine that are more effective.
3) News Junkie
Being on social media is like being in a crowded room at a networking event where everyone is talking and things are happening all the time. A social media manager needs to be in the thick of it. They need to know what people are saying, what’s changing on social networks and in the industry, and be able to react and respond accordingly.
- Skills Necessary Content curation, hungry for information, professional on-the-spot communication skills
- How This Drives Results Staying on top of trends as they’re rising allows your social media manager to newsjack, which can bring spikes in traffic to your website, and connect with journalists when they’re looking for story fodder, instead of relying on outbound pitching.
4) Customer Service Rep
When someone runs social media, they are the voice of the company to many audiences, including customers, potential customers, journalists, and fans. They will constantly get questions and comments about their company’s products, services, and content — which may not always be positive. You need to be able to communicate with people of different buying stages (for example, customers and non-customers) and different dispositions.
- Skills Necessary Strong communication skills, adaptability, calm, desire to solve others’ problems
- How This Drives Results Doing customer service on social media allows you to respond to customer problems in the way they want to communicate with you, and it can be a low-cost way of responding to customer issues compared to a phone call, which will typically require more time for the same response.
5) Community Facilitator
Part of building a following on social media is helping that following connect with each other. True communities don’t simply engage with the company or moderator — they engage with each other, which actually scales your role much better too. But facilitating a community takes work, including asking questions to seed discussions and kicking out people who spam or otherwise detract from the community.
- Skills Necessary Resourcefulness, ability to connect people and stimulate discussion
- How This Drives Results There is immense value to your followers in not just interacting with your company, but also others like them. According to an MSI study, increased engagement on community sites can result in up to 25% increase in revenue.
6) Funnel Marketing Manager
Social media is a powerful tool to expand the reach of your content, attract visitors to your website, generate leads, and nurture them to become customers. That means a social media manager needs to be able to pick and share content in a way that will accomplish each of those goals.
In order to do all of this effectively, social media managers need to have a strong understand of the sales and marketing funnel, and which leads to monitor and nurture, and what content to use in getting those leads to the next stage in the process.
- Skills Necessary Funnel understanding, knowledge of content for each funnel stage, basic sales skills
- How This Drives Results Sharing conversion-oriented content on social media can attract more visitors to your site and convert them into leads for your sales team.