Social media manager: who is he, what does he do?

Social Media Marketing represents promotional actions on social networks such as Facebook, Instagram, Linkedin, TikTok, Twitter, Pinterest, etc. which aim to create a trusting relationship with your brand's target audience. Building social media messages, posting text and images, responding to customer messages, posting regularly to social media communities, and hosting live events all bring you closer to your customers and increase your brand recognition, if they are made in the interest of the target audience in mind.

Social Media is where communities can be created around your brand. By providing your audience with helpful tips, and hot news, asking open-ended questions to your audience, and communicating carefully to your audience, you'll build loyalty for your online business and bring your audience closer to conversion.

Precisely because SMM marketing, although it seems simple, requires a keen sense of communication and professionalism in approaching the public, the need has arisen for brands to work with professionals who know how to create impact in the online environment. With the advent of these social networks, several new and creative jobs have been created for SM, such as Social Media Manager, Social Media Copywriter, and Targetologist.

Social media manager: what it means and what it does

In this article, we set out to explain to you at your leisure what a social media manager does, how the effectiveness of a social media promotion specialist is measured, and why your business would need an SMM expert.

What does Social Media Manager mean?

A social media manager is a person with studies in the field of digital marketing, who takes care of the presence of a company or a person on social networks, compiling the profiles of promoted campaigns with authentic and useful information for a target audience chosen in advance. This specialist adapts the marketing message to various social networks, according to the communication style and target audience of the promoted brand. He also designs marketing strategies, creates an editorial plan (text, video, images, GIFs) for each chosen marketing channel, measures and plans a brand's promotional activities, and creates advertising campaigns. The social media manager can work as an employee in a digital advertising agency or embrace freelancing.

So, a social media manager innovates, generates creative ideas, and always produces new content, constantly measuring the results of the launched campaigns.

In creating materials, a social media manager must work in a team with other professionals: video editor, graphic designer, copywriter, and marketing director. An effective SMM integrates its marketing activity, as well as in the editorial calendar, short and long-term brand plans, but also campaigns and promotions planned offline or online.

One of the goals of a social media manager is to build a value proposition - or, on social media, people are looking to get something for themselves from interacting with brands, such as some useful advice, connection, entertainment, or identification with the message received.

Social media manager: what does this specialist do every day?

He interacts with the public and establishes the target audiences of the business. Likewise, it initially establishes how close the brand is to the target audience: how many of the audience have heard of the business, bought, or interacted with the brand before.
He chooses a consistent business tone of voice (how the character of the business is expressed in words - both written and spoken) for all social networks.
He creates content for multiple platforms - choose the right platform for the specifics of your business, products, and customers (especially according to the target age groups).
He optimizes the audiences and identifies the ideal customer profile.
He monitors and analyzes marketing activities as well as competitor activities.

He plans the posts and sets the calendar of events.
He schedules posts for peak impact hours.
He sets A/B Testing and remarketing campaigns - no matter how good and effective the specialist working for your page is, the organic impact on Social Media is decreasing year by year. Without promoting your published posts with a few dollars, your SMM numbers will remain modest.
He is making a business growth plan through his social media presence and activity. The designed plan includes realistic and measurable objectives.
He measures and reports ROI and constantly monitors sponsorship results.
He continuously optimizes the campaigns' sets.
He analyzes and identifies the best-performing content.
He creates engagement - regardless of the specifics of the business, it is important to encourage interaction with key audiences through likes, shares, and comments. However, in 2024 it is not enough to have quality content if the audience is not encouraged to relate to it.
He takes care of the presence of the brand in groups and communities on social networks, posts their free content, and is of interest to the given community.
He works on building a strong brand - social media has a very important role in promoting the brand image.
He constantly measures results - social networks have advanced tools for analyzing both the target audience and the one reached. These analytical tools provide valuable data for improving campaigns and help specialists understand what content is impactful to key audiences. It also constantly monitors the volume of traffic brought to the business website, as well as the conversions generated by social networks.
He comes with proposals and feedback on the design of advertising campaigns.
He communicates with people who leave comments or ask questions, as well as responds to reviews.