What is a social media manager?

Question

I hear this term a lot these days, what does the term mean to you? What actions and functions would this person perform?

Cassy Lombardi · Answer

Hey there! Working in social media myself and having held this position at multiple different companies (from intern to manager), I can say that it definitely depends on the specific role and where you work.

Certain companies utilize a social media manager strictly to market content across social channels (this is taking editorial, video, misc. content other departments make and publishing it across social channels using best practices). This sometimes comes along with pulling analytics and reporting on performance.

Other companies expand the duties of that role, including acting as a community manager and engaging with your audience directly, while also doing outreach and working with others on social media to build partnerships.

However, the bulk of my time as a Social Media Manager has been more of an all-encompassing role. I would actually technically call it Digital Content Creator. I worked to brainstorm, conceptualize, create, produce, write, publish, engage, report on and capture live coverage for any and all  editorial, video, and social content that goes across digital channels. This includes working with partners and influencers, as well as sometimes being the talent yourself.  This also comes along with drafting up high-level Marketing Plans at larger corporations. For this last one, it usually goes outside of the scope of just the manager's role and requires a larger team, but that's not always the case.

That's just my quick summary! Hopefully this answered your question :)

Katie Malone · Answer

Hi, I'm a social media manager for a Fortune 500 co. What I do is manage all content and the team responsible for all content on our enterprise social media channels -- we use LinkedIn, Facebook, Instagram, Twitter and YouTube.
I manage our social team -- that includes a measurement analyst, a governance/security supervisor, and a content/publishing intern. I also manage our creative agency and several freelancers that help us with some creative content. (Our customer service via social is led by our customer care team and not my team -- thankfully).
If you're looking at a job with a smaller, newer company, I would think you would manage social strategy, content and engagement/social listening. 
You would need to familiarize yourself with some basic social measurement and publishing tools (think Hootsuite, Sprinkrl, Percolate, Sysomos, NetBase). You would have to know basic social analytics and what they mean -- impressions, views, engagement -- likes, RTs, comments, etc.
Basically, the role of social media manager can be very broad and most social teams are small and nimble. You kind of have to be a jack of all trades.
If you have any specific questions, feel free to direct message me, especially if you're interested in a job in the industry.

Nakia Whittaker-Woody · Answer

I am just starting out as a Social Media Manager and I as 'Cassy' mentioned particularly handle a brand's online presence. Creating a strategy, possibly creating content, engaging and participating in online customer service.

Anonymous · Answer

This role will also require strong knowledge of tools like Google Analytics.

LEANNE TOBIAS · Answer

My best guess (I know very little about this topic) is that a social media manager manages a firm’s presence on the Internet, Facebook, Twitter, Instagram, Pinterest and any other social media that the company deems important.

Best guess on skills:
   -Strong knowledge/use of key social media platforms
   -Website design
   -Graphics
   -Content  development/communications (ability to generate compelling text, photos, videos that will positively influence others to repeatedly buy the company’s products.)
   -Market analysis (evaluating, summarizing consumer opinion and buying trends, especially as they relate to company’s social media traffic)
   -Marketing (how does company utilize social media channels to optimize branding, brand loyalty,  sales)
   -Customer support (how does company use social media to deliver and optimize customer support, build brand loyalty)
    -Management and collaboration skills (manage and direct relationships with related departments— marketing/advertising/sales/IT)

Will be interested to see others’ responses.

What is a social media manager?

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