If you run a business, you know how many moving parts there are. Sales are important but don’t overlook how important a social media specialist is.
Social media is how you stay in touch with your target audience. This is why you have to ensure your specialist is managing the content on your social media platforms well.
What Exactly is a Social Media Specialist?
A social media specialist is responsible for a lot of areas. However, they have some primary responsibilities.
They have to create and maintain a social media presence. This presence creates traction for your brand and boosts company profit and revenue.
They are also in charge of a lot of creative processes. They have to be personable with your intended audience so that they can effectively interact and communicate. When they create persuasive social media content, this process naturally happens.
Social media marketing specialists also:
- Concoct strategy
- Engage with the community
- Employ creative thinking
- Provide great customer service
- Analyze data
Social Media Specialist vs Social Media Strategist
If you have heard of social media specialists, you have probably heard of social media strategists. There are distinct differences between the two, though.
A social media specialist plans your brand’s social media strategy. They have to be very detailed and construct a comprehensive plan. Social media specialists align themselves with brand cohesiveness. They also pinpoint overall business goals and work to fulfill them.
Specialists are creative. They try on different social media channels for size to see if they align with company goals. If a particular channel works, they perfect it for your brand’s intended audience.
Essentially, a social media specialist focuses on day-to-day operations. A social media strategist looks at the bigger picture.
Bigger companies can employ strategists. Specialists only use strategy as one part of their many roles. A strategist, however, uses strategy as their primary focus.
While both roles overlap, specialists implement the strategies that strategists come up with.
What is the Role of a Social Media Specialist?
Like we said, a social media manager has a lot of roles. But you might not understand how many.
Basically, they use seven tactics to be effective as a social media expert:
But it does not end there. They break down those seven categories into even further subsections.
When a media manager strategizes, they figure out their goal and coordinate their social media approach to fit the goal.
When they engage, they communicate with your audience on your social media accounts. They do this when they align their voice with your brand’s principles.
When they create, they publish content that makes sense to your customer base. They hold a conversation instead of talking at your audience.
When they schedule, they use various tools to ensure they can post regularly. They have to analyze and measure data here. Then, they can understand what platform to post on and what day and time is optimal. Social media specialists have to experiment over time to know the best course of action.
Ultimately, social media managers’ roles are defined with the following list. They:
- Develop, implement and manage your social media strategy
- Define the most important social media key performance indicators (KPIs)
- Oversee and manage social media content
- Measure the success of every social media campaign
- Stay up to date with the latest social media best practices
- Remain in the loop with evolving social media technologies
- Use social media marketing tools, such as Buffer
- Attend educational conferences
- Work with copywriters and designers to ensure content is informative and appealing
- Collaborate with Marketing, Sales and Product Development teams
- Monitor SEO and user engagement
- Suggest content optimization to the appropriate teams
- Communicate with industry professionals and influencers via social media to create a strong network
- Hire and train other team members
- Provide constructive feedback
- Receive constructive feedback
What Tools Do Social Media Specialists Use?
Social media experts use different tools to help them with various tasks.
Automatically scheduling media posts, measuring performance analytics and sharing previously published content are all tasks that can be simpler.
Social media management tools are platforms you can use to automate and schedule in advance. This is helpful since you now know how busy media managers are. Tools free up time so that you can focus on pressing matters. They are an effective way to manage your time.
Some examples are:
- Buffer – provides scheduling tools to use with Facebook, Twitter, LinkedIn, Instagram and Pinterest
- Hootsuite – provides social listening tools. It lets you track online conversations surrounding your company and its rivals on more than 35 platforms
- Later – provides tools to complement your company’s Instagram
- SEMrush – provides content marketing tools, social scheduling and tracking
- SocialPilot – provides content suggestions
- Sendible – provides a collaborative way to create content while you schedule it
- Sprout Social – provides tools for social listening, analytics and employee and customer engagement
- FB Creator Studio
There are even more, but these are a good place to start.
Some of these offer a comprehensive package. Some, however, target your specific media management needs.
What Skills Do You Need to Be a Social Media Specialist?
Social media specialists wear many hats. Naturally, then, they need to employ a lot of skills to succeed.
They are strong writers, talented with visuals and excellent managers and communicators. But these are just the basics.
Since social media experts are usually the person who your customers interact the most, they represent your brand. In fact, your audience might very well rely on them more than any other member of your business.
This is why it is so important that your social media marketing specialist is also an excellent writer. They cannot just throw around words and expect to succeed. They have to have a conversation with your audience and tell a story with their written words.
More importantly, their written words have to align with company values.
Next, they have to be talented with visuals. Today, social media users do not want to just read long stories. This is boring for a lot of users. Since social media is a visual medium, media specialists should produce visual content.
They should know how to find good visuals and create their own. Specialists might use Canva, Giphy or Adobe tools to do this, so experience with them is key.
As a media manager, you do not just work with the social media platform itself or the team around you. You also work directly with the community.
A lot of people can comprise your target community. This makes it tricky to appeal to everyone in it. How do you effectively engage with a lot of them? If your media expert is a pro, they listen to what your audience needs and communicate with them by producing quality content.
They should also excel at analyzing both data and changing trends.
Additionally, if they are not organized, they can flounder.
Specialists should have general skills like customer service savvy and specific skills like knowledge of social media tools and powerful writing ability.
Why Should You Hire a Social Media Agency?
You need an elite social media manager. They need to effectively post, engage, schedule and do everything in between.
This is where it can get tough.
Many companies try to internally train their existing employees to fulfill that role. Unfortunately, this often leads to overwhelmed team members and more money lost than earned. If mishandled, it can also give you a bad name in the competitive marketplace.
Social media marketing is more than just a few posts once every few months. It takes time, dedication and a lot of energy. Ideally, you should be able to grow your customer core and retain it.
The good news is that there are social media agencies out there that help you do just that. They have a team of experts who understand social media better than anyone. You do not have to worry about the social media management pricing that comes with internal resources.
The right agency knows the best practices for your brand. They also understand your budget and how they fit into it.
If you hire a novice to manage your social media, company bias can creep in. Instead, hire a social media agency that can use their outside point of view to grow your company.
It is also pretty expensive to start from scratch and build an internal social media team. Set aside a portion of your budget and hire a firm. Professional agencies know how to give you a competitive edge within your market. It will save you time and money in the long run.
Check out our blog for more helpful tips and to research what our company can do for you. If you are ready to grow your business with an agency and team that cares about whether you succeed, contact us today.