The most important skills for a social media manager job description

Today, it`s hard to find a good job. Someone can say that it sounds strange – there are millions of advertisements about a free vacation on different websites, forums and social media groups. However, if you have an advertisement it doesn`t mean that people will run to you with their summaries. How do you think, where is the key of drawing people`s attention? Yes, it`s social media job description, and today we will be talking about it.

Why it`s important?

If you want to hire a social media manager for your company, you should give him a clear understanding about his responsibilities and tasks – he should do his own job. Of course, if you want to hire a social media manager with multiple skills, your job description should contain a full pack of all skills that are needed here. In this article, we will show you six skills that every social media job description should contain.

1. Seo knowledge

While often believed to be a divided area, SEO means a lot for your social media strategy. If social media manager knows how to work with SEO and how to optimize it, you are a real winner, because search engine optimization means a lot for every social media plan.

As marketing approaches with inbound focuses, SEO Facebook or other social networks has the ability to bring your customers and audience members to you with the potential to build actual relationships and communicating with them.

2. Social media expertise

It`s seems obvious that your social media manager must have social media skills. What does it mean? It means that he must know what type of content works better for every platform that you are working with, how to rebuild an advertising campaign if it doesn`t work anymore or how to mix content for social media to attract more visitors and get a massive feedback.

The skill of social media expertise is an important point in social media manager`s summary, so be ready to check his skills.

3. Customer service specialists

The next important thing about social media manager`s job is the point of customer service specialist`s skills. He should know how to build communication with customers and audience members. You don`t need to ignore people`s comments or suggestions (if you created a questioning and want to know their opinion, you shouldn’t ignore their answers). If you continue posting content that people don`t like, it means that their opinion doesn`t mean anything for you.

4. Social media management tool master

If football player is a master of his game, it means that he is a good player. If social media manager is a master of tools he uses, it means that he is a great specialist. If you think that there is no need to hire a social media manager for your project, think again. Are you ready to spend weeks training with every program and tool to start working? I think you won`t have time for this. However, with social media manager you won`t have such problems, because he already knows everything about tools, programs and plugins that are used in his work.

5. Copywriting skills

This point isn`t as important as SEO knowledge or social media expertise skills, but if you want your goods to be solved, you need a person with good copywriting skills. This person will give you:

• Completed product descriptions
• Interesting messages to contact customers
• Specific text posts about your brand

When your client sees it, he realizes that he is working with really good brand or company, which cares about it`s customers and give them full information about products they buy.

6. Visual intelligence

A point of visual content is crucial for company posts. For example, with the right image selected for the post means that this post will probably get hundreds of reposts and likes, and with it`s help more people will know about your brand.

A social media manager should also have knowledge of design in order to create visually appealing graphics to coordinate with appropriate posts-a skill that is incredibly valuable in today`s media landscape.

Final words

So, here we are with the most important things that you should know about your potential social media manager. If you see that he has all this skills in his arsenal, it`s time to call him and start working.

The most successful social media campaigns

If you are working with a regular social media schedule (posting, advertising, making analysis), you know that you will achieve success. However, sometimes people want to jump to a higher place and get away from usual scheme, and to do that they start their social media campaigns.

You shouldn`t confuse social media campaigns and social media marketing strategies. Campaign always have time limits with the defined start and end period. Social media campaign always have goals that you set before the start and a strong budget that you can spend on advertising, cooperating or something else that you need for your campaign.

Sometimes, people just don`t understand how to start their social media campaign and what to do when it starts. To help them we`ve collected seven examples of the most successful social media campaigns that helped their creators to increase leads, sales and the number of regular clients.

1. Wealthsimple`s #InvestingForHumans

If you don`t know anything about words “fintech” or “robo-advisors”, it`s ok.

Wealthsimple is a fintech and robo-advisor based in Toronto, Canada. They don`t want to impress people by calling themselves robo-advisors – they just use a down-to-earth approach when pitching their money products. They are working with 29-year-old millennials and it`s good for them.

Wealthsimple become renowned because of its unusual style of their advertising campaigns for a financial firm. However, right know we are interested it their #InvestingForHumans social media campaign.

While running that campaign, they used Facebook, Twitter, Instagram and YouTube. What did they do? They interviewed hundreds of “real” people about their money problems. They used an award-winning filmmaker to give people their most honest stories. They also used a backdrop of branded, plain-color walls that make a social media feed look like it was purposefully designed. After that, they disseminated those interviews across the web and on TV.

Filmmaker captured people`s emotions so the videos had a better impact on the audience.

As a result, Wealthsimple has 1, 851, 028 views on their video on YouTube (just on one video). They also had thousands of additional views on Instagram.

The key takeaways they used:

• Language that your target market can understand
• You don`t sell a product. You just need to sell an idea tied to your product.
• Pay for ads to share video that you`ve just made.
• Use more than one social media channels (Facebook, Twitter, Instagram).

2. Bombass`s viral Facebook video

First of all, you should know a few things about Bombass. It`s a sock company that donates one pair for every purchase. They got their start from the Indiegogo campaign.  They following year, they were on Shank Tank. Today, they are posting viral videos on Facebook.

One the key points of their success is cooperating with famous Hollywood actors like Zack Efron, who appeared in one of their latest videos.

3. Burger King`s take on net neutrality

We know that Burger King could just tell you how delicious their double Whooper is, and you will buy it. However, they choose another way – they sent a political message.

Net neutrality was released in the USA in late 2017. After that, in early 2018, company took it upon themselves to demonstrate what their brand is about: equally for all. To show how that relates to the net neutrality, they shared a viral video on social media to explain the connection. Watch it, and you will understand everything.

Such move is a good example of capitalizing on a specific, historical event to catch customers` attention.

4. Girl Scouts sell cookies on Facebook

Notice that Girl Scout cookies were in high demand for many years? However, you still can`t buy their cookies online. Why? Do you believe that this organization couldn`t let itself to create such service? Well, maybe not. Scarcity in marketing is a very old technique to increase sales conversions. And Girl Scouts show us a great example of such practice.

First of all, they launched an application to help people find cookies. This app was nominated for a Shorty award under the mobile “campaign category”. They advertised in on their Twitter account, dedicated only to cookies.

Also, we should mention that now they are able to sell cookies from their parents` social media accounts. We`ve checked how they perform this scheme and… it works!

5. McDonalds` “Bling Mac” social media contest giveaway

Well, everyone knows about Big Mac. That giant, tasty burger with three buns, a lot of salad, sauce and a huge cutlet. However, did you hear about “Bling Mac”?

If you love Big Macs, you could have won an 18-karat “real” piece of jewelry made in the visage of a hamburger. The task is easy – you had to tweet a Valentine`s love “wow” to McDonalds and add the hashtag #BlingMacContest.

We don`t know what will become of creation`s value over time. However, you have to admit that its outrageousness was certainly attention-grabbing. And, we should say that it was a very smart move of turning a giveaway contest into a social media campaign in order to sell more burgers.

6. iHeartDogs: 0% off

iHeartDogs is company that was built on social good. Every time when people buy their products, they donate meals to the dog shelters. Very smart move, right?

Aside from dog treats and collars, company also sells dog paraphernalia like T-shorts and bracelets. However, it`s not only an e-commerce platform – it`s a dog lifestyle website.

Now, we want to talk about their social media campaign. How did they get ideas for it? First of all, they had dog love, and it`s the most important part.

The only platform they used was Facebook. They ran ads telling Facebook followers that they were giving them nothing for buying their products. However, it didn`t stop the company from quadrupling sales.

Instead of giving discounts for customers, campaign promised to double donations to from purchases made over the weekend (from Black Friday to Giving Tuesday).

The target of the campaign was to give 100 000 meals to dogs in need – and they`ve doubled it! Here are the results of their campaign:

• Quadrupled sales between Black Friday and Giving Tuesday
• 200 000 donated meals instead of 100 000
• 500 000 people reached on Facebook alone

Their key takeaways:

• Follow the plan and take all advantages of the holidays
• Set goals and measure results
• Make it easy for customers to make purchases from social media posts
• Build social good into your social media campaigns to draw attention

Conclusion

As you see, there are many variants of performing workable social media campaign. All you need is to set right goals, create a plan and measure your results. With these points, you will have a great social media campaign.

Social media crisis management: how to prepare and execute a plan

In business, people often face a problem called crisis management. In simple words, it`s the period when old principles of working and controlling your business are losing it`s efficiency. For social media developers, crisis management comes out when you start losing your followers and regular clients, your page activity becomes lower and lower every day and your content becomes uninteresting for your audience.

Such periods are common for all businesses, and sometimes you can`t avoid them. However, it doesn`t mean that you must shut down your business and stop working. No, you just need to escape from this crisis and “reload” your business. In this article, we will show you basic steps of preparing and escaping from social media crisis management.c

How to prepare for a crisis on social media?

As we told before, you can escape from the crisis management, and to do this well, you need to be prepared for potential problems. Here`s how to do it.

1. Create a social media crisis management plan

If you have a company-wide plan in place, you will be able to act effectively when the crisis begins. Instead of wasting time debating how to handle things on social media, you`ll be empowered to take action and prevent the crisis from growing out of your control.

If you want to have a workable social media crisis management plan, make sure that you`ve competed these points:

• Guidelines for identifying the type and magnitude of a crisis
• A communication plan for internal updates
• A copy of the company-wide social media policy
• Up-to-date contact information for critical employees
• Roles and responsibilities for every department

Run social media crisis simulations

If you will realize that everything went wrong in the middle of your crisis, it may end bad for you. However, you can prepare yourself for any possible problems. Try to identify the type of crisis that may damage your business and go through every step of your plan. If you see that there are some weak points, you need to pay more attention to them.

How to identify a potential crisis on social media

Listen carefully

As a social media marketer or community manager with at least one eye-on-eye on the Internet of all times, you will often become the first person in your company to notice a potential threat that starts to emerge on social media.

You should step up streams to in Hootsuite to monitor specific keywords or hashtags that can help you to identify the potential crisis. Here we have eight things that should be monitored for your brand protection:

• Your company name
• Your products or brands
• The competition
• Customer service enquires
• Influencers
• The CEO
• Your media spokesperson or PR representatives
• Keywords related to your industry

How to handle a crisis on social media?

Act fast

Social media provides a portal for frustration and anger to escalate into mass outrage very fast, so companies must be prepared to match.

If you won`t be using the real time of social media as your advantage, you can lose time and resources while trying to escape from your crisis. Social media offers a public forum that to immediately acknowledge the situation while you work on fine tuning more in-depth communication materials, such as getting a prepared statement released, media interviews coordinated or information updated on your website.

Let people show their opinion, but don`t turn it into a conflict

If you face crisis in the social media, it will be right to ask for some help. However, you should filter all information that comes to you. People will give you different ideas, show you some workable methods or tell about their own experience. You should take the best from it.

Ok, now you have the basic plan of what to do with social media crisis management. Don`t worry, you will go through it, just do everything step-by-step and don`t force your moves. Good luck!

Basic rules of social media etiquette that every businessperson should remember

Social media business is not very different from real-time business. People have a list of rules and principles that should be followed, and if they ignore it, they won`t achieve success in any sphere. Of course, everyone thought that rules could be broken or ignored, but that`s not right. If you will break the algorithm, the system will crash. So, in this article, we`ve collected the most important social media etiquette rules that every social media businessperson should remember.

1. Don`t be a robot.

First of all, remember – you are a social media user, too. Of course, you are working with business projects and other important things, but you shouldn`t ignore other people. If you are working with clients, you should pay attention to their activity, how they react on the content you post, what comments they write. Yes, we all remember about chatbots and how effectively they can work, but nothing can replace the communication between real people.

You should avoid automation in any social media platform you use (Direct messages on Twitter, private messages on Facebook or comments on Instagram).

2. Respond to comments, fast.

If people are writing comments under your posts, it means that they are interested in what you are doing, or they just enjoy your content. However, you shouldn`t ignore such comments and give quick answers to them. Even a short phrase like “Thank you!” will be an appropriative answer. Even if you don`t know what to write, just like that comment (like on Instagram) or put an emoji there (like on Facebook). Such activity is equal to a respond.

3. Read the room.

Using social media without knowing your audience is like going on a blind date and immediately bringing up a polarizing political issue. Social media is about two-way dialogue and your business needs to be a good conversation partner.

To understand your audience, you should make a deep analysis and find out:

• What people are interested in?
• Where are they from?
• What content is the most valuable for them?
• How much time they spend in the social media?

With answers to all these questions, you will understand what content strategy you should use, what kind of content should be used, what topics should be discussed etc.

4. Don`t badmouth your peers

Playing nice with competing brands on social media goes a long way. It can not only help you to establish a professional working relationship with other businesses in your field of activity, but it also improves your online reputation in the eyes of your followers, as well as your competitors` social media audience.

However, it doesn`t mean that you should keep mum if other brands call you out in social media. Find time to respond on their comments as if these comments were from your customers – especially if most of these comments are negative.

5. Tame your hashtags

People use hashtags to increase visibility of their content in social media. However, they can look distracting and desperate if you will you too many of them.

The main principle of this social media etiquette rule is that you need to choose your hashtags carefully. With them, you will be able to join a larger discussion or target a specific audience, without forcing your audience to reconsider their decision to follow you.

6. Be careful mixing professional and personal

You should check all content you post in the social media. If your profile was created only for business tasks and nothing else, your content should be dedicated on it. Even if you want to add personal information in your timeline, make it very careful – don`t write something that other people shouldn`t know.

Conclusion

As you see, there is nothing difficult in these social media business etiquette rules. You just need to perform usual social media activity, avoid spam, respond to people`s comments and messages and post the right information to your profile. If you forget something, you can always check this article and find the correct rule.