Today, the potential offered by the internet and social networks cannot be ignored. Through the Internet, it is possible to reach and interact with an increasingly wide audience. For this reason, anyone with a business or a brand to grow and promote cannot fail to include social media in their marketing strategy. Social media platforms, such as Facebook, Twitter, and Instagram, are, for companies of any size, effective channels to reach consumers, communicate with them, and convert users into loyal supporters. The key figure that allows companies to achieve these results is social media manager. In this article, we will address the issue of that figure.
Who is a Social Media Manager
A social media manager is the professional who takes care of all the social aspects of the brand or company. Their primary role consists of monitoring, moderating, and responding to public comments on the social profiles of which they are managing partnerships with other brands and posting videos and images that can be shared. SMM workers goal is to increase the engagement and bring the brand closer to consumers, being extremely careful not to alter the brand reputation negatively — a challenging task, because on social platforms, everyone can make judgments of any kind.
Frequently, to boost the visibility, social media manager creates and monitors marketing campaigns with specific targets, and almost always that's done for branding purposes. Among the various primary responsibilities of the social media manager, we find the creation of the marketing plan. It is a plan that includes multiple elements.
# 1 Brand development
Brand development is a process that takes care of cultivating, building, and strengthening a company's reputation. It is a critical long-term investment as it helps the target customer to identify the company, its products, and services quickly. It is, therefore, a continuous and vital process, deeply linked to the experience and perceptions of the consumer and the target audience.
# 2 Identification of the target segment
It is the process that allows identifying the customers who are most compatible with the service or product offered and who are therefore more likely to be involved in what is provided to them. Social networks like Facebook acquire a fundamental role since they allow exploring and identifying the optimal segment in consumers.
# 3 Identification of strategic objectives
Another task of the social media manager is to include clear and realistic targets in the marketing plan . For accurate assessment of the results obtained, the goals must be free of any ambiguity and easily measurable. Furthermore, it is important to be ambitious, but without setting absolutely unattainable goals.
# 4 Promotion, engagement, and conversion
The main objective of the social media manager is undoubtedly the engagement, that is to increase the interaction rate of the users in the company profile on the social network. That can be encouraged by carrying out promotional activities on posts with call-to-actions designed to start a discussion that could also have conversion as the ultimate goal. That can be the completion of an action by the user, i.e., the purchase or a reservation.