More and more brands and businesses are recognizing the value of social media in connecting with customers, spreading their messages, and driving actions. Whether you're a team or a larger team, Social Media Managers need to adapt to new changes and trends within their growing field.
Here are my insights on how the Social Media Manager has evolved and will continue to change:
Social Media Manager roles are evolving from "reactive" or scheduling-focused to "proactive" or creative-focused. Creating a variety of engaging content from graphics to videos and everything in-between is all part of a Social Media Manager's day. Skills in communication, writing, analytics, creativity, technical, design, empathy, and experimentation are all useful to have now.
Social media is no longer a one-to-many form of communication. It is becoming a one-to-one channel to reach new customers. Social Media Managers who have an understanding of the full customer journey to evangelists are thriving. It is all about understanding how to approach the full customer journey.
Social media teams at big brands are structured as specialists, rather than generalists as you might find in small businesses. Specialists are focused on a specific area of expertise. Ex., Analytics, content, community management, advertising, etc.
Social specialists add big value to brands as they provide deep expertise, vision, and strategy in certain aspects of social. Social generalists also add big value to brands as they are able to use multiple hats and understand a variety of strategies.
Data in social media marketing has allowed brands to go from, "we think this works" to "this is driving real business ROI". A combination of Google UTMs, Hootsuite, and native platform analytics give marketers all the data tools they need to grow. Finding the right combination of creative and data-backed decisions is the perfect way to increase engagement on social.
Social Media Managers are starting to understand brand sentiment. If a brand advertises on social media, they should have a clear picture of the customer journey beginning with awareness to conversion.
Promoting top performing posts on social media can amplify content and make the brand known. Having a good knowledge of CPC, CTR, conversion rate and CPA is also important. Managers should work well with their team in crafting good content that has been tested as a determinant of success.
There will be continuous evolution or Social Media Manager tasks. But this would be on the list: responsible for writing, design, analytics, advertising (+ ROI), video, community, and more.