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The 5 Roles of a Social Media Manager

Kaila Garrison
Product Marketing Manager

In just a few years, the “social media manager” job title has come into existence, changed and then changed again. Chances are it will continue to change as content marketing evolves in the digital space, but some things will remain the same. Despite social media tool updates and new social media sites or apps, these five basic roles of the social media manager are here to stay:

Strategize. A brand’s social media strategy should not be an after thought, and it’s the social media manager’s job to make sure it isn’t. By developing a strategy for the organization’s social media efforts based on its overall marketing goals, the social media manager can set objectives and processes.

Manage. Once the strategy is put into place, it becomes the social media manager’s role to manage the strategy. This includes creating proactive content for each of the organization’s social media channels on a daily basis, as well as creating and managing brands’ campaigns and contests.

Monitor. When the social media manager is not creating proactive content, he or she should be listening to the brand’s audience and monitoring trends in its subject area. Monitoring allows the social media manager to understand what content their audience is interested in and what conversations of interest are already taking place.

Engage. Whether it’s on- or off-channel, if the social media manager finds a conversation that the brand can contribute to, it is his or her job to engage in that dialogue. Engaging with the brand’s audience also includes listening to customer complaints and responding to the issues in a helpful manner.

Analyze. After a social media manager strategizes, manages, monitors and engages, it is important for him or her to know if the process is helping the brand reach its goals and objectives. Analyzing includes looking at audience growth, activity and engagement numbers across all of the brand’s social media channels, and then asking the question, “What is working and what’s not?”


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