Also known as...
Digital Marketing Strategist
The role in brief...
The Social Media Manager supports with social media strategy and execution for the client/agency’s social media channels. This role develops and grows the global communities on these channels, with strategic recommendations and strong creative content. This role did not exist even five years ago, but it is now seen as vital in marketing.
With experience of cutting-edge social media campaigns, strong follower and engagement growth and a strong creative eye, they execute and curate all content for multiple channels, based on the brand values and using the agreed tone of voice. They are responsible for devising and executing strategies to increase follower numbers and overall engagement. This role is found in both Creative and Media agencies.
They will manage and motivate staff within their team, being accountable for their performance and providing them with professional development opportunities.
Working with...
- Internal: In creative agency - Account Management team; Head of Planning/Planning Director; Creative teams and directors; Insight Executives, Human Resources/Talent Team.
- Internal: In media agencies – Media Planners and Buyers, Insight Executives, SEO Executives, Human Resources/Talent Team.
- External: Client Marketing team; Other agencies e.g. Public Relations; Research organisations; Members of the public, via focus groups, ‘movers and shakers’ in social like influencers.
- The Social Media Manager may report into the Head of Strategy/Strategy Director/Head of Media Planning/Planning Director.
- They will often have line management responsibility for Social Media Executives or Social Media Planners and Interns, being accountable for their performance and providing them with professional development opportunities.
Responsible for...
- Devising and executing strategy to grow overall audience and engagement on all client/agency social media channels.
- Leading creative campaigns, to ensure the most engaging and cutting-edge content for the platforms.
- Monitoring, managing and moderating the communities on platforms and providing vision and direction to the broader social team.
- Creating and curating rich content by working to the overall site content calendar, researching key trends, and strong visuals to inspire interaction from followers and interest in the agency/clients’ brand and site.
- Researching new developments within the on-line social field, generating ideas based around those developments and communicating this research weekly to the broader social team.
- Reviewing the performance of the projects and monitoring SEO and user engagement and suggesting content optimisation.
- Presenting results and recommendations to senior leadership.
- Applying excellent knowledge of Facebook, Twitter, LinkedIn, Pinterest, Instagram, Google+ and other social media best practices to match the clients’ needs.
- Involved in recruitment and selection decisions.
- Focused on the personal and professional development of their team, staying up to date with social media innovations and trends.
Those who succeed are...
- Experienced in a social media environment, for substantial brand(s).
- Proficient with a strong understanding of SEO and web traffic metrics.
- Social media enthusiasts with a deep understanding of all top social media channels and a proven track record of growing and engaging communities in social media with engaging visual content.
- Creative, with an eye for both copy, video and design.
- Experienced in successfully managing a social budget and using paid products to enhance organic growth.
- Evidence of a strong writing style.
- Able to work in a fast-paced environment, handling multiple projects in an organised with a flexible manner and prioritising as required.
- Passionate about creative brainstorming and conceptualizing whilst delivering tangible and measurable results to meet client needs.
- Experience of conducting audience and buyer persona research.
Where they come from, and where they go…
There are no set qualifications for this role although many entrants may have a degree. The following subjects may be helpful:
- Business management
- Marketing (particularly digital marketing)
- Media and communications public relations.
Their first role may have been at junior or assistant level in marketing, PR or Advertising. They go on to become Social Media Director or Head of Social Media.