Note from the author: I created this Social Media Manager Job Description post over 8 years ago and it’s still the most visited page on my website. As social media has evolved, I have updated it over the years to include all aspects of a social media manager’s duties. I hope you find it useful and if so, please subscribe to my blog in the box below. – Kathi Kruse, founder, Kruse Control Inc.
Since you’re reading this, you’re likely one of those! You’ve seen how Social marketing engages users, drives quality leads and boosts your online reputation. However, as a business owner, there’s a good chance you don’t spend much time on social networks yourself, which means it’s a challenge to figure out exactly where to focus your resources for the best results.
Finding the right person to handle your company’s online presence is a challenge. It’s even more challenging when have to determine what that person’s job duties should be.
While social marketing and advertising are an integral part of online marketing strategy, at its heart, social media is about people, conversations and developing leads (and sales) from those relationships.
In a previous post here, I wrote about the questions to ask a potential hire. But once you’ve hired your best candidate, you’ll need a Social Media Manager Job Description to set goals, track progress, understand exactly where your money is spent and carry through accountability to proving Return on Investment (ROI).
I’ve written a comprehensive guide to help determine what your social media manager should be doing, where they’re succeeding and where you should place the most attention.
The Social Media Manager will administer the company’s social media marketing and advertising. Administration includes but is not limited to:
The Social Media Manager is a highly motivated, creative individual with experience and a passion for connecting with current and future customers. That passion comes through as she/he engages with customers on a daily basis, with the ultimate goal of:
Community leadership and participation (both online and offline) are integral to a Social Media Manager’s success. An essential component is communicating the company’s brand in a positive, authentic way what will attract today’s modern, hyper-connected buyers.
The Social Media Manager is instrumental in managing the company’s content-related assets. Google’s #1 search ranking factor is relevant content (content that serves searchers’ needs the best). It’s clear then that managing content should be part of the Social Media Manager’s Job Description.
This position is full time salaried with benefits. Specific titles and/or duties for this position may also include:
The Social Media Manager should always be learning, as it’s a crucial component to their success. Social and digital marketing “Best Practices” shift constantly, so a budget should be allocated for training and/or attendance at applicable industry-specific conferences and various proven-effective online courses.
The first responsibility of a Social Media Manager is to develop and implement a social media marketing plan. The marketing plan will include the following components and should be reviewed no less than every 90 days.
“Why” is the reason customers buy. A great “why buy here” message is unique to your company, is backed up by facts (awards, numbers, in-store policies) and answers “What’s in it for me?” for the shopper.
Your product or service cannot possibly be all things to all people. Until you accept the notion that you must keep your market focus tight, you’ll constrict your business’ ability to grow.
I’m sure you’ve said this once or twice in your years in business: “You know, if we had ten more customers just like them, life would be great!” Write down the circumstances and attributes of those types of customers.
Once you know more about who you want to reach, you can use data to laser target your message. Facebook is invaluable for exploring audiences that are interested in your product or service.
All marketing plans include defined, realistic goals. It isn’t enough to say you “see” results. Your results must tie back to your goals and objectives. You’ll never know ROI (Return on Investment) without goal setting and strategy.
In setting goals, it’s important to identify what challenges the business is experiencing. These 5 are the most common:
Visual content has a lasting effect on the viewer. Your visual branding must be consistent. Whether it’s your status updates, your landing pages or your Facebook ads, what the audience sees is what they’ll remember. Make sure it’s compelling and gets the point across.
Savvy web development is crucial to your content marketing success. You must retain a hub for your content where customers and prospects can visit to learn more about your products and services, and where search engines can crawl to award more authority.
One of the most frequently asked questions I get is, “How do I know what to post on our page?” In order to know the answer to that question, you must have a solid idea of who you are as a brand and who your target customers are.
It is essential to continually grow and promote your brand and its content. FACT: Social media is now pay to play.
Social advertising (typically Facebook Ads) is a very valuable tool to get your message heard. However, Facebook ads don’t look like the ads you’re familiar with. They differ in content, placement and targeting…and when done right, they are received much more cheerfully.
The best way to grow your Facebook page is to utilize Facebook Ads. A good promotion strategy includes a budget with carefully selected images and ad copy (with a clear call-to-action) that will improve engagement and generate leads.
Your Social Media manager will also wear the hat of a Community Manager – which means they must listen, respond, ask questions and engage your audience. There should be careful consideration on how she/he responds to organic (non-paid) leads that appear in the comment section of your posts.
People will ask questions and sometimes want to engage in a sale. The Social Media Manager should have knowledge and experience of your sales process to respond correctly.
If a lead asks a question, answer it and follow it up with a question back to engage them further, eventually guiding them to a product display page, signup form or appointment.
Don’t overlook the fact that your Facebook ads will have engagement as well. Responding to comments on ads is also one of a Social Media Manager’s daily duties. I’ve too often seen where potential buyers ask questions on ads and no one is present to answer. Please avoid this at all costs – it makes it look like you don’t care.
With growth and engagement strategies in place, the Social Media Manager’s job is to convert fans into customers and your marketing plan should outline the steps required.
The more advanced components of Facebook ads include custom audiences, compelling landing pages, Messenger bots, and lots of testing!
Pro Tip: Be sure to include a call to action and a lead form on your landing page to ensure your lead has a path to purchase (and your Social Media Manager has a way to follow up).
I’ve found most companies need advice and support with conversion strategy. Kruse Control does advise clients on ways to get quicker results that are more cost-effective and more aligned with business goals. I’m happy to explore options if you need guidance. Get in touch with me >>here<<.
You’ll need to determine the KPI’s (key performance indicators) that matter most to your business. Here are the top 8 KPI’s that we use at Kruse Control to determine ROI:
Measure results on a daily basis. Your results should tie back to your objectives and provide a clear understanding of the returns you’re getting.
This Social Media Manager Job Description is a comprehensive guide. However, this guide will only get you so far without the right person at the helm.
The Social Media Manager is the voice of your company and should be included in all matters which are customer-facing. With most every business needing to develop their online presence in order to participate in today’s hyper-connected consumer buying process, it’s in your best interests to hire the best and track their progress. Your online reputation and future sales depend on it!