And the managers of your social platforms will also be responsible for scheduling, creating and analyzing your social media efforts to determine the best social strategies to grow your business. Managing all of these diverse responsibilities requires social media managers to develop a number of crucial marketing and marketing skills adjacent to social media. An effective social media professional brings both hard skills and soft skills to the table, both types that take time and effort to develop. Hard skills, such as data analysis and copywriting, can be more easily studied and trained, while social skills, such as organizing and building connections, may be more difficult to learn, but they are just as important.
At its core, social media is a communication platform, so as a social media professional, it's important to have strong communication skills that can adapt to any platform, medium, number of characters, or audience. On any given day, I often switch between communicating with customers in the Sprout inbox, meeting with our product team to share feedback, writing a summary to start a creative project, or compiling a social listening analysis to share with leaders. I need to be able to communicate ideas to a wide range of stakeholders both in my own voice and. As your brand's voice to customers on social media, you have to be able to stop what you're doing at any time to jump into a hot topic or manage a complaint from a disgruntled customer.
And not only do you communicate in writing, but you also use emojis, videos, GIFs, images, stickers and anything else at your disposal to convey your message in a clear and engaging way. Last but not least, strong communication skills are key to developing in-house education and training. While your social media team could lead your company's social media marketing efforts, you can also work to empower people from departments such as customer service, sales, and creativity to support and use social media in their own roles. Effective writers also know how to adapt their writing to different audiences and platforms.
For example, while you can use up to 2,200 characters in your Instagram captions, the data shows that the most attractive length of Instagram captions is between 138 and 150 characters. While writing is an important social media skill for creating engaging content and conversations, it's also important for your career. If you're asked to contribute to your company's blog, give executives information about your strategy, or advocate for increasing your social media budget, you'll probably have to write. The ability to express yourself in clear and well-reasoned emails, strategies and presentations will help your ideas make a good impression.
However, despite the multidisciplinary nature of social media, 47% of social marketers say that developing social strategies that support overall business objectives is their main challenge. Your ability to connect your social strategy with broader business and marketing objectives is what will take your career to the next level. Our research has shown that 64% of consumers want brands to connect with them on social media. When they feel connected to a brand, 57% of people will increase their spending with that brand and 76% will choose that brand over a competition.
There are always new connections to be made on social media, and the best social media professionals are proactive and creative when it comes to building them. Here is a summary of what to expect and what is the reality. In reality, becoming a social media administrator means having a much longer to-do list. Social media management can play a different role in larger organizations and is sometimes referred to as social media coordination.
In small and medium-sized enterprises, the role can be combined with other marketing and communication responsibilities. In agencies, the term social media account manager is often used. From content creation to customer service, through PR and sales, companies often rely on their social media manager to use many. Social media managers can report to a social media manager (in larger organizations) or to the head of content/brand.
Your social media manager will be able to incorporate their campaigns into every other campaign you're working on. A successful social media manager understands that your social media presence is the face and voice of your online brand. Someone in charge of growing your audience should reside under the KPIs of a social media manager. Within smaller companies, a social media manager may also have to act as a one-person content creation team, including graphic design, copywriting, and photo and video editing.
Big social media managers set up Google alerts on popular topics and use tools like Feedly, Ahrefs and BuzzSumo to keep up with the most popular content. A social media manager can keep track of any changes to the algorithm and new trends within the platform, but can also adapt their strategy and content based on the latest updates. Knowing the basic skills of Excel allows social media administrators to extract and manipulate data without having to rely on others. An animal rights group must screen all applicants for social media managers to see that they are not anywhere related to hunting.
Social media administrators are constantly on the alert to every message, review, and comment that happens on social media in relation to a brand. Think of your social media audience as your ambassadors, who would help you share the benefits of using your brand's products. Now that you know what the role of a social media administrator entails, here are some of the skills you'll need to do your best in this position. The role of the social media manager has evolved so rapidly and dramatically over the course of the past 17 years or more.