Social media has become an indispensable tool for businesses to connect with their audience, build brand awareness, and drive growth. However, managing social media effectively requires more than just posting content regularly. It demands a deep understanding of each platform’s unique characteristics, algorithms, and best practices.
I’ve seen a dramatic increase in companies that have abandoned a robust social media marketing (SMM) strategy… and they all have something in common. The team were entry-level… often fresh marketing graduates with little or no experience.
An effective social media professional recognizes that social media is not just another marketing channel; it’s a powerful medium for building communities and fostering engagement. They understand how to optimize content for each platform, leverage algorithms to maximize reach, and create visually compelling imagery and video that resonates with the target audience.
Moreover, a seasoned social media professional knows how to curate content that aligns with the brand’s voice and goals while also meaningfully engaging with fans and followers. Over time, this consistent effort builds momentum for the brand, driving incredible awareness and referral traffic.
Unfortunately, many companies make the mistake of treating social media as an entry-level job, failing to recognize the sophistication and strategic thinking required to build an online following that provides a tangible return on investment. As a result, their social media efforts often fall flat, failing to generate the desired impact.
You must look beyond traditional job searches and advertisements to find a truly effective social media professional. Instead, dive deep into the online communities you admire and respect, and seek out the talented individuals who have carefully crafted them. These professionals have demonstrated their ability to build engaged audiences and drive results.
Social Media Marketing Attributes
Successful social media professionals possess diverse skills and attributes that enable them to effectively manage and grow a brand’s presence across various social media platforms. These skills encompass the creative and analytical aspects of social media marketing, allowing the professional to develop engaging content, manage paid and organic campaigns, foster community growth, and measure performance.
The following list outlines the key attributes of a skilled social media professional:
Adaptability: Stays up-to-date with the latest social media trends, platform updates, and best practices, adapting strategies accordingly.
Ads: Proficient in creating, managing, and optimizing paid social media advertising campaigns to drive targeted traffic and conversions.
Analytics: Analyzes and interprets social media metrics and data to measure performance, identify trends, and make data-driven decisions.
Automation: Implements and manages social media automation tools to streamline processes and maintain a consistent posting schedule.
Branding: Ensures consistent brand voice, messaging, and visual identity across all social media platforms.
Community Development: Fosters and grows an engaged online community by encouraging interaction, conversation, and user-generated content.
Content Creation: Develops and curates compelling, valuable, and shareable content that resonates with the target audience.
Crisis Management: Able to effectively handle and respond to social media crises, minimizing negative impact on the brand’s reputation.
Customer Service: Provides prompt and helpful responses to customer inquiries, complaints, and feedback on social media channels.
Event Management: Utilizes social media to promote, manage, and engage audiences before, during, and after events.
Graphic Design: Skilled in designing visually appealing graphics, images, and infographics that align with the brand’s aesthetic and engage the audience.
Influencer Marketing: Identifies and collaborates with relevant influencers to expand brand reach and engage new audiences.
Platform Knowledge: Possesses a deep understanding of each social media platform’s unique features, best practices, and algorithms.
Social Listening: Monitors social media channels for mentions of the brand, industry trends, and competitor activity to inform strategy and identify opportunities.
Video Editing: Capable of producing and editing high-quality video content optimized for social media platforms to increase engagement and shareability.
Does that sound like an entry-level hire to you?
When hiring a social media professional, it’s crucial to request examples of their previous work and strategies to succeed. A strong candidate should be able to provide a portfolio showcasing their ability to develop and execute effective social media marketing campaigns.
To aid in your search, here’s a sample job description for a social media position:
Job Description: Social Media
We are seeking a highly skilled and creative social media professional to develop and execute our company’s strategy. The ideal candidate will have a proven track record of building engaged online communities and driving measurable results through social media marketing.
Responsibilities:
Develop and implement a comprehensive social media strategy aligned with our brand’s goals and voice
Create compelling content optimized for each social media platform
Engage with our audience, fostering meaningful connections and building brand loyalty
Monitor and analyze social media metrics to measure performance and inform strategy
Stay up-to-date with the latest social media trends, platforms, and best practices
Requirements:
Proven experience in developing and executing successful social media campaigns
Strong understanding of social media platforms, algorithms, and best practices
Excellent written and verbal communication skills
Creative problem-solving abilities and a data-driven approach
Portfolio showcasing examples of social media marketing successes
By investing in a skilled social media expert, your business can unlock the full potential of this powerful medium, building a thriving online community that drives growth and success.
©2024 DK New Media, LLC, All rights reserved.
Originally Published on Martech Zone: Why A Social Media Hire Is Not Entry-Level