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5 easy ways to recognise real social media managers

alessandra

In Marketing Posted

In a fiercely competitive world, it’s hard to be recognised as a professional social media manager instead of someone who has fun publishing stuff on social media. Even worse when considering that many people rely on an occasional improvised “social media managers” only because they’re cheap (ehm, there may be a reason for this) or friends and relatives (whose job is entirely different).

On the other hand, it’s not easy for companies and entrepreneurs who lack specific marketing knowledge to understand if they have hired a faker or a real professional.

Let’s clarify why asking your cousin to manage your communication on social media is not a good idea (unless they are a professional SMM).

social-media-manager-improvised

The 5 fundamental activities of a Social Media Manager

Here are 5 of the professional’s fundamental activities:

1. Analysis, goals, strategy and social media planning

This phase, the analysis of the starting point, requires a lot of interaction with the client. It’s the moment to get as much information as possible about the brand, goals, weaknesses and strengths.
Every brand is different. You can’t use a standard strategy but need to build a tailored one for each client.
A professional social media manager creates a social media plan to share, explain and discuss with the client. It’s essential to go through any doubts or questions before starting. The client needs to feel represented by the content that will be published. Good social media managers put themselves in the client’s shoes by identifying values, personality and potential.

2. KPIs

KPIs are the instruments social media managers have to understand if they’re going in the right direction. These are the indicators to analyse periodically and keep track of.
Improvised social media managers probably only consider likes, follows and comments. The truth is that this is a very limited vision that won’t take the brand anywhere. They should actually consider the goals discussed with the client, periodically check if the strategy is being successful, and making the necessary changes.
A brand may want to increase brand awareness, reach more potential clients, increase interactions and so on. It’s crucial to set realistic goals to make this possible. Don’t trust promises of triplicated followers or the fact that many likes and followers means increasing sales or the actual number of clients.

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3. A clear definition of tasks and relative expenses


How many posts per week? How many stories? Will the social media manager be the content creator as well? Will there be content editing? How long will it take? Is a budget for paid advertisement included or to be considered separately?
These are fundamental questions to clarify the work’s value from the beginning and avoid potential misunderstandings with the client. A generic quotation mentioning “management of Instagram profile” doesn’t give any idea of the importance, effort and time needed. Consequently, the client may think it’s an easy task that doesn’t require significant investments (absolutely wrong if you want it to be adequate and professional).

4. Set a budget for paid campaigns


Every professional knows that growing organically, in other words reaching people without the need to invest in a paid advertisement, is unrealistic. Nowadays, it’s impossible to get a broad audience this way, and advertising is essential, especially on Facebook and Instagram.
Only unprepared social media managers or naive clients may believe this possible. This means that it’s important to set campaign budgets and goals from the start and consider a diversified strategy to target different people who may be interested in the products or services.

5. Editorial plan and content that make sense


An excellent social media marketing strategy must involve people with interesting, valuable and engaging content. A professional social media manager knows this and builds a structured editorial plan to reach the brand’s goals while engaging users.
Content needs to be informative, entertaining or inspirational. A good mix of the three creates a good balance and diversification in communication. You can inform people through tutorials and entertain or inspire them with stories about your industry and brand. This will help build a large and
strong community.
Also, a professional social media manager knows that every social media channel is different and unique and needs a tailored strategy. Cross-channel marketing (publishing the same content on various platforms) is possible but needs to be done properly.
Otherwise, it’s just a copy and paste in multiple channels that won’t bring any results.

“Social media managers” that you need to avoid

Distrust then those who offer to:

• publish the same content on each platform,

• publish generic content using stock pictures and impersonal stuff,

• only publish promotional posts using social media as a display turns the communication into egocentricity, and this is one of the worst mistakes you can make

• publish content unrelated to your activity

• publish content without a clear structure or strategy.

Social Media Managers don’t sell unicorns

This is not social media marketing, it’s a waste of time, money and trust.
Being a social media manager means constantly studying, being updated about trends, algorithms and channels, analysing data, building strategies and focusing on the business goals. It’s a job that requires multiple skills.
We must educate clients and show them the difference between playing with social media and working with it to make the best of their potential.

Check the Blog for more articles and Book Your Appointment with a real social media manager, no unicorns! 🦄

More about me here.

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