Are you getting the most out of your social media manager's working day?
A social media manager needs to face a lot of challenges and constant updates – and with that many dynamic changes. Because of this, it might be difficult to plan daily activities. However, if tasks are well planned and maintained, a social media manager’s life can be much easier. Let’s go through their daily tasks and check how you can become more efficient.
Below, you’ll find some insights, ideas and good practices for social media teams on how to divide their workdays into a few sections and how to keep tasks organized in a special pipeline. No matter if you’re looking for social media marketing jobs or onboarding materials, we’re sure this article will come in handy. Before we start, let’s answer one important question:
Who is a social media manager?
A lot of people are seriously wrong with their answer when asked who a social media manager is. They may think that social media specialists are those people who spend their entire time at work scrolling Facebook, up and down, back and forth.
If you are one of such people, we have to disappoint you – social media managers actually have quite a few eggs in their marketing basket and they need to take care of them on a daily basis.
To become a social media manager (sometimes called also a community manager), you need to introduce a special set of skills and be ready for constant development. Social media specialists may work 9-5, but they very often (depending on arrangements) need to keep an eye on social media out of those hours. You know, Mark Zuckerberg does not turn off Facebook at 5 pm for everyone and turn it back on the next day at 9 am…
Looking for a social media manager seems to be a walk in the park, however, it’s becoming quite difficult to find a perfect fit. There is no one social media manager description and we would rather use a list of tasks to describe what social media specialists are responsible for.
What does a social media manager do?
Being a social media manager means being in charge of the strategy whilst managing and developing profiles from conception to completion. Social media specialists often participate in activities out of said social media. They may be involved in content marketing or influencer marketing as well as advertising across social media platforms. Let’s go into detail on some social media manager’s tasks.
Social media managers are responsible for creating and executing social media strategies. This includes identifying target groups and ways of reaching out to them, but also preparing social media promotional materials on their own or in cooperation with other colleagues, teams or departments. This depends on many factors, but the most important are budget and size of the agency/company.
Another task, often underestimated by many people, but an important part of a bigger picture, is community management. While in many agencies you can encounter community managers, in others a social media marketing manager does all the job. It means that not only do they create content, but they also interact with followers and potential clients. On top of that, they often need to take very great care of advertising efforts and boost relevant posts.
There may be some social media manager schools, but to really excel in marketing strategy, they need to be responsible, passionate, creative and highly involved in content creation.
Well, you now have to admit that social media managers can really be swamped with tasks, and without proper organization, they will sink instead of learning how to swim. Looking at those tasks can either make you excited or quite doubtful, so let’s talk about money.
How much does a social media specialist make? This also depends on the scope of cooperation. Some of them can be hired full-time in one agency, and they can earn more than a part-time social media manager.
If they are involved in configuring paid promotion, they may charge extra for it (usually up to 20% of the advertising budget). Social media managers can earn additional money by creating content and promotional materials, e.g. graphics.
How to evaluate a social media manager’s work?
Three letters: KPI.
Both the employer (agency) and the employee (social media manager) should devise a set of measurable metrics to verify after some period of time and make an evaluation. However, both parties need to know that the results may not depend only on the social media manager’s work.
Getting a high, organic reach may not be the easiest nut to crack, especially if the social media manager can rely on no additional budget to be spent on ads. Social media specialists can do a lot of work to redirect followers to a particular website, but the final conversion and shopping decision needs to meet the clients’ range of criteria and may depend on factors being out of the SMM’s reach and influence. The question of how much do social media managers make may be easier to understand if you take all of those factors into consideration.
For the very beginning of cooperation, it’s wise to set up measurable and achievable KPIs. There is no sense in shooting for the stars from the very beginning. Creating content for social media may result in higher conversion and better interaction, but the effects may only be seen in the long-term (or at least longer than the very first days of cooperation, which may say something but they won’t say it all!).
Tips & tools for social media managers
You may know now how to become a social media manager and what it’s all about. But how do you become a smart one? Use tricks and tools! We know that there are (rarely) some dog days in social media managers’ life – and we want to change it! So below, you’ll find some of our insights that you can use in your daily duties.
- Don’t stop gaining inspiration – sometimes you can come up with an amazing idea, but the timing is just not right. Remember to gather all of your ideas, notes and even bits of inspiration in one place. You can use Facebook Saved, Evernote, Feedly, Google Keep, Google Drive or inspiration calendars in Kontentino. Remember that each piece of content needs to include a few parts, for example, CTA (how do you want your target audience to react?) and consistent branding.
- Choose the right tools. It will take you time and quite a few cups of tea/coffee/yerba mate… Think about what your biggest challenges and pains are. Define your struggles. Do you need a tool to streamline your workflow? Do you need analytics or maybe something for community management? There’s no “one tool fits all” approach here. Think about what you really need and choose wisely.
- Plan campaigns ahead of time – if you are also in charge of paid campaigns, you can set up promotion in advance without waiting for an actual publication. This saves a lot of time that you can spend on community management or any other task.
- Get clients’ approval in advance – this is a bottleneck for many marketers. They may have amazing content prepared but it often gets stuck in clients’ mailboxes, needing further revision or approval. When it’s finally approved then it’s too late to publish it, (especially if it’s a real-time example or it’s related to some events that had already taken place) and a lot of work is nothing but wasted. This applies in particular to sensitive industries and big corporations, but not only. To avoid the hassle, send them content in advance. You can do this with spreadsheets or presentations, but then you risk exchanging emails… forever.
- Prepare templates – no matter if you make the most of using graphic designers, Photoshop or Canva (we also suggest giving tools like Easil or Design Wizard a try), you should always know how your graphics are supposed to look like, and they should follow some schemes. A brand book helps to keep it on track, but if you don’t know it or need to take a look at it yourself, then it’s good to prepare a set of fonts, colours and projects. Coolors.co provides some ready colour schemes. Also, be up to date with all sizes and dimensions on social media as they tend to change dynamically. You can find an updated cheatsheet here.
- Schedule your content – use native features of social media platforms or make the most of social media management tools to plan your activities ahead. Many marketers mistakenly think that scheduling is only allowed on Facebook or Instagram as drafts, that is why many of them simply don’t do it. Using social media management tools enables planning on many other platforms. As you can share your content easier and quicker, you are encouraged to do it regularly and more often, so none of your social media platforms would be neglected.
- Follow insights – social media is dynamically changing and you need to be up to date with the freshest ideas, updates and upgrades. Being away from it for a while may result in constantly applying some obsolete methods when there are a lot of new ways of reaching your target audience. If you are interested in trends for 2019, this article may be of help for you. You should also make your own set of blogs to follow (here is our list) and join our group for the latest news.
- Set up a test profile – this quick trick can not only save you from mistakes but actually encourage testing out more forms and types of content. Having a test profile enables you to test forms without consequences instead of posting something on the main profiles and praying for it to look good.