By Cassy van Eeden
But why don’t people take social media managers seriously? I’d hazard two guesses: one, they don’t realise the power of social media; and two, they don’t know what social media managers actually do. What better way to set the record straight then to speak to
social media managers and ask them what they actually do every day?
Content and strategy
A large part of a social media manager’s job is creating and curating content that not only aligns with a brand or business’s core message and values, but that fits into a
social media strategy. This takes planning, foresight and time.
“My responsibilities include researching, creating and managing content for various clients and their social media platforms,” says Tarryn Ross, social media manager and copywriter at Lion Marketing. This means “planning a calendar month of content that can be approved by clients”, and “meeting with clients to discuss strategy”. Ross adds that after meeting with a client, it is up to her to develop a strategy and see it through to implementation.
“A social media manager is directly related to strategic decision making,” says Josefina Casas, content manager for Postcron. “From the selection of the platforms which will have presence, communication style and what type of content is shared.”
“I spend most of my time creating content and making sure that it aligns with the client’s social media strategy,” says Lisa Partington, social media manager at Aqua Online for the Coca-Cola account.
“Your job is to create content that creates an awareness about the brand and that encourages engagement,” says Partington. “We have to work closely with the client to help them understand social media and what goes into it.”
Queries and interaction
Brands or businesses that have a social media presence are open to being contacted by consumers to complain, query or comment about the product or service. It is the social media manager’s responsibility to attend to any interaction as quickly as possible and to do so in a way that is agreed upon by the client.
“Replying and engaging [with followers] is definitely a 24/7 job. You are responsible for anyone who contacts the brand. It’s very demanding,” says Partington.
“Ensuring that the way we deal with followers on the various platforms is done tactfully and professionally can be a challenge,” says Ross, “Especially when they are disgruntled or unreasonable.” Answering queries and interacting with followers continues throughout the day, she says.
Kegan O’Donnel, social media manager at Frikshon, says, “Nowadays, customers prefer to communicate with a brand via social media rather than phoning a helpline or emailing an ‘info@’ email address.” This means that social media managers are tasked with client care and customer service. “We have to answer each and every query, quickly, and in accordance with the company’s strategy.”
Research
Social media platforms – and specifically policies – are constantly changing. As a result, social media managers have to spend a considerable amount of time each reading and researching to ensure that they stay on top of all developments.
Ross says that her position requires her to “constantly keep ahead of trends and tactics in the social media industry”.
“You have to spend at least an hour or two a day looking at trends and what’s new,” says Partington. “You can’t be behind or miss an opportunity because you didn’t know about something.”
Are you a social media manager? What do you do every day? Let us know in the comments below.