I heard of the social media manager title years ago, but never considered I would or could be one. I figured it was for someone else, someone who went to school for new media or social media management (things that didn’t exist when I did my bachelor of journalism). But then my LinkedIn job suggestions started getting…obvious.
But I’m a writer! Who cares about what a social media manager is!
Here’s a splash of what I see whenever I check LinkedIn Jobs to see what’s new and who’s hiring.
- Social Media Coordinator
- Office Administrator
- An Open Letter to _______’s Future Marketer
- Client Success Coach
- Marketing Specialist
- Social Media Manager
- PR Consultant
- Marketing and Events Coordinator
- Brand Publishing Specialist
Keep in mind these are the jobs posted in the past seven days in my area, which LinkedIn thought I’d be a good match for. If you’re a writer but have collected different skills, experience, connections, etc. you may have a different snapshot. But do you see what I’m talking about?
Two reactions come to mind I must choose between.
- Wow, this social network doesn’t know me at all
- When did I become a social media manager?
So I begin wondering, what’s a social media manager and is it different from what I’m doing now?
Well I’ll cut to the chase, all 10 of these postings are about the same. The type of work, the skills involved, the experience required, everything. No matter if it’s administrator level, coordinator level or management level. Now that’s confusing!
This tells me a few things. First, I need to understand all the ways people think of the skills I have—calling myself a writer without attaching any of the other keywords strips out nine of these jobs. Wow. Yet all require the exact same skills. OK…
Here’s what’s in the modern-day social media manager’s toolkit
- Fluent in social—all social (paying attention to social trends, dos and don’ts, what’s hot and what’s not)
- Strong writing skills (with a specialization in content marketing/copy writing)
- A people-first approach to everything (a service mindset, which not only has you listening to your customers and industry chatter but being engaged in your community)
- Graphically inclined (not a pro, but you need the basics of design and video production)
- Comfortable with social selling (and understanding how this is done)
- Competent at SEO and analytics (yes you will have to run campaigns and reports)
- Confident public speaker (yes you will have to use Instastories and Facebook Live—you may even have to speak on a panel…in person)
- An understanding of human behaviour (you don’t have to have a psych degree but you do need to understand what works and what doesn’t, what people want and what they don’t)
- Reasonable budgeting skills (show me the money! Er…show your clients how you’re spending their money!)
- Adaptable (this industry is like a river—moving fast and constant, you have to keep up with the changes and adapt as necessary)
- Curious and savvy (in order to succeed as a social media manager, you need to know what works—but if you’re ahead of the curve you’ll be able to move your clients’ business strategies forward faster and won’t be distracted by fleeting trends or vanity metrics)
- Strong grasp of marketing (specifically strategy and digital, email, and funnel marketing)
If this seems like three jobs in one, you’re right.
And if it seems like a lot of different skill sets wrapped up into one, you’re right again. But this seems to be where the industry is at these days and if you want to compete, you need at least a cursory knowledge of these tools.
See? Not so bad. However, the only way this works is with a strong foundation—a strong social marketing strategy. This is where the real value of a social media manager comes in. If you have good instincts and can build a strong strategy for your client, you are going to see great results. So stay at it and invest in yourself!
Are you looking to level-up your business on social? Need a social media manager? Let’s chat! Let me know what problems you’re looking to solve and I’ll be happy to send you a quote.