Social media marketing is a job description that most people had never even heard of ten years ago. Why is that? Mostly because it did not exist. Today, although most people know that there is a position called “Social Media Manager”, they are confused as to what an SMM is. Most business owners aren’t really aware of what social media managers do, what social media manager daily tasks are. While there is a broad spectrum of things for SMMs to juggle, there are certain things that should go in every social media manager job description. Whether you are looking for someone to be a brand ambassador, a content manager or an evangelist, the demanding schedule of a social media manager is not for the faint of heart. Let’s break things down now so you can get an idea as to what your social media manager should be handling for your brand.
Social Media Manager Daily Tasks
Online Reputation Management
Every day should start with a quick check of overnight developments–did something newsworthy happen that affects your brand? Did a customer post a negative review that you need to address, or (better yet) are you following a bunch of brand evangelists who sent out positive vibes and posts that you need to go favorite and comment on? A smart social media manager will check social media and web mentions to get a quick and accurate glimpse at all the things that have been said about their clients.
Responding to direct interactions with followers that happened overnight is critical. When brands go for more than a few hours or overnight with posting a response, the perception from the customer is that the brand is not engaged or interested in what the audience has to say. The great thing (and not so great thing) about social media is that it is immediate. Talk about a double-edged sword!
Proactive awareness of your social media presence by a trained social media manager can ward off all but the most persistent naysayers.
Audience Engagement & Content Creation
Once your social media manager has finished their game of catch-up from the night before, they’ll likely look around for new ways to start a conversation with your audience, including creating posts, researching interesting tidbits of information that can be shared, or crafting that perfect inspirational image that they just know will resonate with your audience. Posting stimulating content to encourage conversation takes time and is a hit and miss effort.
Oftentimes, content posted at one time of day may get little engagement, but if you post that some content 8 hours in the future it will be incredibly engaging for your audience! This is one of the reasons that it makes sense that your social media manager utilize a social media scheduling tool — not only will they be able to aggregate content and push it out more effectively, they will also have a way to ensure that the content you push out is viewed, and quickly and easily push it out again or to a different social media platform if it did not resonate the first time.
Your social media manager will also look for people posting content about your brand, business, or industry in hopes of engaging them and earning their attention as a part of the community. A very good social media manager will take the time to engage those who follow your competitors in hopes of converting.
Checking Social Media Analytics
The importance of analytics in social media marketing cannot be overstated. One of the most critical social media tasks that is performed on an ongoing basis is looking at the content being generated to see which content drove the most engagement, with which demographic, on which day and time and on what network. While pulling indepth reports can be done on a monthly basis, your social media manager should be looking at daily analytics, comparing them to the same day the week before and the year before to ascertain that things are going well.
Your social media manager should take into account weather patterns, news items, and happenings that may affect your social media reach, engagement, and return on investment AND then, give you recommendations on how he or she can counteract these issues. Communication is key.
Certain days of the week are more likely than others to garner likes and comments, while other times might as well be called a dead zone due to the lack of engaged audience online.