30 Gennaio 2018 alle 17:43
The Social Media Manager is a widespread figure in many business sectors, as brands and products coverage on the social network is essential. Therefore, we need someone capable of coordinating activities such as content marketing, campaigns publication, and customer relations, in short terms, someone who can make of the digital strategy a mission. The role has assumed more and more specific connotations over time, passing from an impromptu figure to a specialized professional. Today it is defined as the one who develops the communication strategy on social networks.
The very first point to stress is the overview that Social Media Managers must have to be able to carry out their work in its entirety. Knowing how to manage your Facebook profile is not enough, as the role requires specific marketing skills such as analysis of data and reference targets. The person who takes on this role in the company must know how to relate with different business figures (web designers, copywriters and video makers), being comfortable with the content creation tools and the language used to communicate with the relevant public and, finally, being familiar with the search engine optimization logic.
In their book "Effetto digitale" (published by Franco Angeli), Riccardo Porta and Andrea Boscaro provide a clear answer to the question of what the Social Media Manager's job is. Firstly, they establish the difference between Social Media Manager and the Community Manager, often considered equivalent. The former: “helps the company to listen and to understand the conversations taking place on social media, in order to take part in it effectively and in an active way. S/he is a professional closely linked to marketing; the Social Media Manager is, in fact, the person who must check that goals and sales strategy are developed on social networks correctly". While the latter: “is more an executor than a creator. We can say that his work consists mainly in the daily activities of an online community and in enhancing dialogue with its users".
Social Media Managers certainly have experience and confidence with all the major social networks of which they constantly follow updates and evolutions. To do this, they must receive continuous training and practice on field keeping active their personal profiles. This professional can work as a freelancer or it might as well be an in-house role.
How should these pros do to master the role of Social Media Manager? There are many key steps in their job, ranging from the drafting of an editorial plan to the creation of posts, from the sharing of content to the followers’ engagement. To ease and improve your performance on these tasks, there are resources you need to know well, for instance, measuring and tracking tools, as the analysing ones already incorporated on the individual social networks are not enough.
Sprout social is the case since it is based on the lead generation, which allows you to generate a list of possible customers interested in the products or services offered.It manages various social platforms and it allows you to process detailed data of the audience distributed on social channels. It performs analysis of the sharing and the actions that have characterized the published content. Among other things, it makes it easier to publish, schedule and post sponsorship campaigns. It is not a free tool, but there is a 30-day trial. Even Hootsuite can be a valuable help of the Social Media Manager, it can plan and analyse marketing campaigns on social media and is very common among professionals. It is integrated with Google Analytics and it manages multiple profiles simultaneously.
In the Italian panorama there is a tool called PostPickr that allows you to keep your social profiles alive from a single domain. It organizes the contents and combines the reference sources. Not to mention the fact that with this same tool it is possible to measure the performance of accounts and contents.
Crowd Booster helps optimize marketing choices on social platforms. How does it work? It performs analysis automatically and creates customized reports. Buffer is also a useful tool for the Social Media Manager, it allows you to schedule your posts on social media from web sharing. It works on Facebook, Twitter, LinkedIn, Google+ and Pinterest. Post66 is a tool you can use to manage the activity on social media and created to help companies and users to manage their social profiles with a few simple steps.There are plenty of other resources to make life easier for those who play this role, better to use those that best meet the specific needs of the project at hand.