Social Media Managers: Skillset

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Think you have what it takes to be a social media manager? See if you stack up in this e-book. For more content and e-books, go to http://blog.socialmediahq.com.

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Social Media Managers: Skillset

  1. 1. qwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvb Social Media Managersnmqwertyuiopasdfghjklzxcvbnmqwer 10 Required Skillstyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxc
  2. 2. TABLE OF CONTENTSIntro...........................................................................................3Community Management...........................................................4Search Engine Optimization........................................................5Creative Design..........................................................................6Polished Writer..........................................................................7Comfortable with Emerging Trends and Technology...................8Analytical Mind..........................................................................9Strategic Vision..........................................................................10Tactical Awareness.....................................................................11Presentation Ability....................................................................12Leadership..................................................................................13Conclusion..................................................................................14 www.socialmediahq.com 2
  3. 3. Social Media Managers: 10 Required SkillsIntroductionAs the marketing landscape has evolved over the last 5 years, so has the skill set of a personinvolved in efficient social media management. It is all too painfully common to see companiesplacing social media responsibilities on interns or employees with little experience in thebusiness world. This trend will inevitably change as more businesses realize the value in socialmedia.Before diving into the required skill sets of an effective social media manager, we would like topoint out that social media DOES require an investment, in human resources, software, andtime for process development. We believe that human resources are the most importantaspect of a successful marketing program.Based on the following list, you will see that these are skills only acquired from years ofexperience and dedication. In 10-15 years, every CMO or VP of Marketing will have abackground in internet marketing of some type. Based on this prediction, it would be of interestto become familiar with the following disciplines. www.socialmediahq.com 3
  4. 4. 1. Community Management Community management is the equivalent to the front lines of any type of activity. This is the day to day communications that your company is having with your customers, no matter what social platform you choose to be on. It is important that a company trusts these employees, as they have an enormous amount of power to influence customers in a positive way OR a very negative way. Think of the send button as the trigger of a gun. The bullet can hit the bulls eye with careful aim and consideration for wind, angle, and distance, or the bullet can miss its mark, ricochet and potentially harm someone standing nearby. Therefore, if you are a bigger company, it is important to create light approval processes for outgoing messages (especially if you are in a regulated industry like finance or pharmaceuticals). www.socialmediahq.com 4
  5. 5. 2. Search Engine Optimization Search Engine Optimization or SEO is an important factor in any type of content development process on the internet. In order to truly understand where social media fits into the overall picture, one must have a firm grasp of basic SEO principles. Some of the skills are:  HTML Learning HTML is like learning Spanish or French. In order to become fluent in the web language, you have to immerse yourself into an html writing process. With practice comes understanding. Even if you arent completely fluent, it provides an understanding of what search engines are looking for when crawling your website for keywords.  Keyword Analysis Without a keyword strategy, your SEO efforts will go nowhere. At a very basic level, keyword analyses look for all the related terms used to find a product, service, information, etc. Within a keyword analysis, you will want to look at search volumes, ranking difficulty, and competitor use of the same keywords.  On-Page SEO On-page SEO refers to elements of your own website that need to be optimized for search engines. Some of the important elements include: page titles, body text, title tags, meta descriptions, alt tags on images, and more.  Off-Page SEO Off-page SEO refers to inbound links to your site with anchor text. An example of an anchor text link is the word "social media". If I wanted to do a guest post on another blog and include a link back to my site, I would insert the following html code within my guest post: <a href="http://www.socialmediahq.com" target="_blank">social media</a>. This will make the text look like this: social media. Inbound links are very important for your SEO efforts, as they give search engines votes of confidence that your site is providing quality content. Googles proprietary ranking system is called "Page Rank", which ranges from 0-10. It is known that inbound links heavily influence your Page Rank score. www.socialmediahq.com 5
  6. 6. 3. Creative Design First impressions count, and they are part of the branding experience. Therefore, it is important that a social media manager has an eye for creative design. It is also important that this person has a sense of the production process for creating art. Unorganized production operations often lead to low quality end-products. It is advisable to incorporate multiple rounds of proofs for clients or management. The first round is reserved for narrowing down a broad concept to 2-3 choices. The second round takes the 2-3 choices and provides more experimentation with layout, colors, font, etc. After pinpointing a concept that works, the third round takes the design framework and incorporates it seamlessly across all channels (Website, E-mail, Facebook, Twitter, etc.). www.socialmediahq.com 6
  7. 7. 4. Polished Writer Lets face it. We are still in the early stages of social media development, and the majority of communications are text based. Therefore, it is very important that a social media manager have polished writing skills. Whether they are writing blogs, e-books, or e-mails to their boss, it is important that they can convey the message in a grammatically correct and organized fashion. An understanding of the editorial process will also help a manager keep track of all the written content that is being produced. First drafts, Re-writes, and Final edits all come into play here. www.socialmediahq.com 7
  8. 8. 5. Comfortable with Emerging Trends and Technology What we really mean by this is that a social media manager must always have their finger on the pulse in regards to breaking news, new products/services, or new ideas. Since the internet marketing industry is evolving at a quick pace, it is important that the manager be hungry for constant learning. If the person becomes too comfortable, your company has the potential to fall behind the competition. www.socialmediahq.com 8
  9. 9. 6. Analytical Mind The term "ROI" is hot within the social media industry right now. Rightfully so, as many managers and executives alike are struggling to gather data that leads to critical business decisions. Therefore it is in the best interest of a company to hire a social media manager that has a thorough understanding of traditional business analytics as well as web analytics. The social media manager will have to weed out the data that doesnt align with the unique business goals of the company, establish comprehendible reports, and analyze the reports to give executives insight on whether goals are being met. Within an operational social media strategy, there will inevitably be bumps and turns along the way. Being able to interpret data to optimize your efforts will benefit any organization. www.socialmediahq.com 9
  10. 10. 7. Strategic Vision It is critical that, whoever is managing social media for your company, they understand the difference between tactics and strategy. Strategy is the birds eye view of how a company is going to achieve their business goals, and tactics are the steps taken to support the strategy. Strategy could mean establish thought leadership to increase sales leads OR it could mean providing education to your customers in order to increase customer retention. Strategies come in many different forms, and they are all unique to your organization. www.socialmediahq.com 10
  11. 11. 8. Tactical Awareness Now that a social media manager has an idea of what strategies are, they can begin to implement tactics that will support strategies. From the example above, establish thought leadership to increase sales leads, tactics could mean producing content that is thought provoking and distributing it in multiple formats and across social networks. The manager will also be sure that the content is findable in search engines like Google or Bing using a thorough keyword analysis. Finally they will make the content easily shareable through multiple share buttons (i.e. like, tweet, +1, LinkedIn Share). All of the different tactics will then be laid out into an editorial calendar, so that each piece supports the business goal of increasing sales leads. This is especially important if your company sells multiple products and services. Certain times of the year might warrant different pieces of content, so the editorial calendar will help you plan ahead. www.socialmediahq.com 11
  12. 12. 9. Presentation Ability All of the work a social manager does will be in vain if senior management doesnt understand the value. Therefore, it is important one can present information on paper as well as explain progress in an articulate manner. A social media manager will be able to summarize key points, and go into more-depth if asked a specific question. This will instill confidence in management, as well as provide evidence to obtain budget for program expansion. www.socialmediahq.com 12
  13. 13. 10. Leadership It is unrealistic to think that one person can handle all of these tasks by themselves, so it important that a social media manager has leadership capabilities. As Kristin Zhivago from Revenue Journal wrote in 2010, these are the 10 characteristics of an effective leader: 1) Be Truly Humble - Lead to Serve 2) Be Non-Judgmentally Observant 3) Face and Solve Problems 4) Ruthlessly Improve 5) Be Fiscally Conservative 6) Invest in the Business 7) Communicate Consistently, Clearly, Concisely 8) Give Clear Direction 9) Aggressively Evolve 10) Have a Sense of Humor www.socialmediahq.com 13
  14. 14. ConclusionNow that you have a breakdown of the skills companies are looking for, it is important for you toget a high level understanding of each skill set. This will allow you to make better hiringdecisions.If you are an aspiring social media manager, it is important that you immerse yourself in thisworld. Find a mentor to show you the ropes, and executing some trial and error will allow you togrow personally and professionally.Questions?Need more in-depth discussions of what we covered in this white paper, or Need help with yoursocial media strategy? Feel free to reach out to us at info@socialmediahq.com.Enjoyed Reading? Please Share by Clicking on the Buttons Below! www.socialmediahq.com 14

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