9 Essential Abilities for Becoming an Outstanding Social Media Manager

Achieving success as a Social Media Manager involves mastering a diverse set of skills to craft compelling social media content that converts followers into devoted customers.

Over time, the responsibilities and required competencies of a Social Media Manager have expanded, making the role more intricate. Today, it encompasses tasks like social media networking, offering customer support through social channels, platform-specific knowledge, and leveraging influencer relationships. Furthermore, the role AI plays in digital marketing strategies is reshaping the landscape, heralding changes worth paying attention to.

If you’re keen on establishing a career in social media management but unsure of how to begin, this guide will provide you with the essential skills you need to develop and refine to thrive in this field.

In this article, we’ll explore:

• Defining a Social Media Manager
• The Functions of a Social Media Manager
• Daily Duties of a Social Media Manager
• Top 9 Skills for Social Media Managers

Defining a Social Media Manager

This role entails overseeing, implementing, moderating, and evaluating the social media footprint of a brand, product, company, or individual.

Seen as the brand’s online persona, this position might also go by titles such as ‘Community Manager’ or ‘Digital and Social Media Manager.’

The Functions of a Social Media Manager

Social Media Managers are responsible for developing and maintaining brand awareness, disseminating company news and marketing campaigns across various social media platforms.

They are adept at identifying key social media metrics, utilizing analytical tools, and engaging with the audience in line with the brand’s tone and guidelines. Their daily workflow involves creating fresh content, innovating to introduce new ideas and formats, and assessing the performance of these initiatives.

In larger enterprises, they may report to a Social Media Director or collaborate closely with marketing, public relations, and sales departments to foster campaigns that drive lead generation and revenue. Keeping abreast of new trends alongside corporate and industry news is vital for their role.

Generally, a bachelor’s degree in marketing, public relations, or a related field is expected for this position. According to Glassdoor, the average salary for Social Media Managers in the U.S. exceeds $57,000.

Daily Duties of a Social Media Manager

The job is dynamic and includes various tasks throughout a single day! These might include:

• Developing tailored content – Understanding that the same content won’t necessarily resonate across all platforms. Tailor your approach for each, whether it be videos for TikTok or detailed posts for LinkedIn.
• Analytics monitoring – Evaluating what campaigns are hitting the mark across different channels to allocate time and resources effectively.
• Strategizing for social networks – Crafting from scratch campaigns to highlight sales or new products.
• Demonstrating ROI – Establishing measurable goals for campaigns and tracking their success to ensure cost-effective outcomes.
• Scheduling posts – Utilizing knowledge of when audiences are most active on each platform to plan content distribution.
• Curating relevant content – Sharing content that reflects current events or trends relevant to your audience.
• Engaging with the audience – Interacting with comments and inquiries on social channels to build community and offer customer support.
• Maintaining a content calendar – Planning your content schedule well in advance to manage your workload and keep your strategy on track.

These tasks are indicative of the varied and fast-paced nature of the role, highlighting the importance of staying organized and adaptive to maintain online success.

Top 9 Skills for Social Media Managers

With an understanding of the role’s demands, let’s delve into the key skills a Social Media Manager must possess.

1. Writing

Given the prolific amount of content creation, a strong aptitude for writing is crucial. This includes adapting your tone for platforms like LinkedIn or Instagram, and incorporating SEO best practices into your writing to maximize reach and engagement.

Effective communication through writing helps solidify your brand’s voice and engage your audience with clear, impactful messages.

Types of essential writing skills include:

• Concise headline creation
• Captivating introductions
• Creative captions for visuals
• Organized, skim-friendly text

Resources to enhance your writing skills

• Comprehensive guide on essential Social Media Tools for Content Creators – Discover tools that assist in selecting images or crafting videos for platforms like TikTok.
• The Premier AI Copywriting Instruments for 2023 – Gain insights into leveraging AI in your copywriting and content development.
• eBook on Mastering Online Writing – Learn the art of creating compelling content for the web, from structuring to formatting for digital consumption.

2. Research

Staying current with the rapidly changing landscape of social and digital media is a must. This includes keeping tabs on the latest tools, industry trends, and competitor activities.

Astute Social Media Managers set up alerts for key topics and utilize platforms like Feedly, Ahrefs, and BuzzSumo to follow trending content.

Exploring Twitter Trends and TikTok’s Discover tab, along with conducting hashtag research, can pinpoint engaging topics.

Resources to sharpen your research skills

• Insights into global social media usage and trends – Optimize your strategy by understanding how different demographics engage with social media.
• Competitive Analysis Tracker for Social Media – Employ this template to monitor and measure your competitors’ social media performance effectively.

3. Customer Service

Research underscores the importance of social media as a platform for customer service interactions. Being available and responsive on social channels can significantly influence public perception of your brand.

Here are some critical statistics highlighting the role of customer service in social media:

• Nearly half of all social media interactions with brands involve customer service inquiries.
• A significant portion of consumers prefers to engage with brands through messaging for customer service.
• Offering customer support through social media can substantially reduce interaction costs.
• A prompt response to service requests on social media plays a crucial role in the purchase decision-making process.

Resources to enhance your customer service approach

• Insights from Top Brands on Social Customer Service – Learn from leading brands on how to maximize every customer interaction on social media to add value and drive sales.
• Podcast on Customer Experience (CX) Excellence – Gain expert insights on centering your marketing strategy around the customer, both offline and online, for heightened engagement and loyalty.

4. SEO Knowledge

Understanding SEO is critical for amplifying your social media content’s reach and impact. Integrating SEO practices with your social media strategy can enhance visibility and drive more targeted traffic, potentially leading to increased customer engagement and sales.

Consider these questions when combining SEO with social media:

• Are you aware of how social media exposure can affect your search engine rankings?
• Do you know how to use keywords for SEO optimization effectively?
• What are your strategies for promoting blog content on social platforms?
• Can you identify content types that boost SEO performance?
• How does driving traffic to your website influence revenue?

Essential resources for SEO mastery

• An in-depth webinar on Evergreen SEO Tactics – Gain valuable insights from an SEO expert on strategies that stand the test of time.
• Five strategies to leverage SEO and social media together – Understand the synergy between SEO and social media, and learn how to optimize both for maximum benefit.

5. Creativity & Design

While much of your content on social media will be textual, engaging visual content is equally vital. Knowing how to produce eye-catching visuals and videos tailored for specific platforms can significantly enhance shareability and engagement.

Developing design skills can help you create appealing graphics that complement your posts effectively. Familiarizing yourself with current trends in memes and visual content can keep your content fresh and relatable.

Given the dominance of video content across social media platforms, understanding video production and editing can provide a competitive edge. Crafting compelling, brand-aligned stories through visuals is key to captivating your audience.

Featured Brand: Pleasing’s Instagram showcases how consistent aesthetic and storytelling can elevate brand presence on social media.

Resources for boosting creativity and design proficiency

• 7 Social Media Design Tips – Discover how to stand out with your social media design to attract and retain the right audience.
• A Checklist for Creativity – Explore practical methods to stimulate creativity and refine your content ideas.

6. Data Analytics

Assessing the effectiveness of your social media activities is essential to understand what works and what doesn’t. Analytics offer insights into engagement metrics, content performance, and audience behavior, allowing you to make data-driven decisions for future strategies.

Questions to consider:

• Which platforms generate the most engagement?
• What content formats resonate with your audience?
• When do your posts receive the most interaction?
• Are there social channels that warrant increased or decreased activity based on performance data?

A variety of analytical tools, including platform-specific features and third-party applications, are available to monitor and analyze social media performance.

Key resources for effective data analysis

• An overview of crucial social media metrics for campaign tracking – Learn which metrics are most indicative of success across different platforms.
• A tutorial on using Google Analytics 4 for custom reporting – Enhance your social media strategies with tailored reports from GA4.
• Comprehensive guide to social media analytics tools [2023] – Discover the top tools for measuring social media performance, including both free and premium options.

7. Social Media Expertise

A profound understanding of social media is fundamental for a manager in this field. This expertise, often developed through years of research and practical experience, includes knowing the nuances of content creation for different platforms, the optimal timing for posts, and how to engage and grow your audience effectively.

The graphic from ‘The 2023 Content Benchmarks Report’ illustrates the content types marketers believe are most engaging and instrumental in achieving their social media objectives.

Foundational resources for enhancing your social media skills

• A practical workshop on Social Media Strategy – Gain insights from experts on crafting effective social media plans.
• Guidance on selecting the right social media channels for your business – Navigate the decision-making process to develop a targeted and successful social media presence.

8. Budget Management

Proficiency in budget management is crucial for a Social Media Manager, encompassing planning and allocating resources for content creation, influencers, paid media, and necessary tools or software. Regularly reviewing and adjusting your budget ensures that you’re investing in strategies that align with your KPIs and overall business goals.

Essential resources for managing budgets effectively

• Social Media Marketing within Budget: A Four-Step Method – Explore Neil Patel’s approach to executing social media tactics without overspending.
• Forecasting tool for Paid Media Budget – Utilize this instrument to project the necessary budget for achieving your paid media objectives.

9. Adaptability

The ability to adapt is indispensable in the ever-changing world of social media. Continuous learning and willingness to experiment with new features, respond to trends, and adjust strategies based on analytics are key to staying relevant and effective in your role.

Utilize resources like the A/B Testing Toolkit and related video guides to optimize your social media content based on empirical data.

Additional resources for developing adaptability

• Adjusting Social Media Strategies in a Post-Pandemic Landscape – Discover how marketing leaders can continue to engage audiences and plan forward-thinking social media strategies in a changing world.

Enhance Your Social Media expertise and Elevate Your Career

To thrive as a Social Media Manager, staying informed with the most current knowledge and skills is crucial. Our Specialist Diploma in Social Media Marketing offers comprehensive training in essential areas like social customer service, social commerce, and strategic content creation across the most influential platforms. Begin your journey to becoming a Certified Social Media Marketing Specialist today!

Updated 2023

Related Resources

• Social Media Marketing Interview Preparation Toolkit
• Global Social Media Usage Insights
• eBook: Comprehensive Guide to Key Social Media Platforms
• 2023 Social Media Content Calendar
• Guide to AI in Digital Marketing