1. The Social Landscape Is Always Changing
A social media manager can keep track of any algorithm changes and new trends within the platform, but also adapt your strategy and the content based on the latest updates, an employee will not be as up to date.
In addition, a social media manager needs to be open-minded with regard to new platforms and consider what strategies you should put in place immediately for you to be successful in those new platforms.
Take TikTok for example. As of October 2020, TikTok surpassed over 2 billion mobile downloads worldwide, so it’s safe to say your brand should be there because I can assure you that your competitor is.
The same goes for new features within an existing social media platform. Remember when Reels and Shops went live late last year on Instagram? Did your team get together to find out how to maximize the use of those new areas with the platform?
A social media manager can take in what changes are either happening or soon to take place, and be agile, so can go back to the drawing board with their clients and change campaign objectives, and content to provide continued success with regards to their goals.
2. Engagement in Social Media Is Necessary
An employee posting at random on your social media profiles, having no plan, will do a disservice to your brand.
If that’s your current state of being, I strongly advise that you go back to the drawing board.
Social media is not a set-it-and-forget-it tactic. In many ways, this approach can do greater harm than good. This is why engagement is so important.
Engaging with your users, whether that be within a page or group, has to happen. Why? Social media is a two-way conversation and your brand’s users want to know that the brand they care about, also cares about them.
A social media manager can and should always be monitoring the brand’s pages, not only for reputation management but also for obtaining additional insights that could help your brand.
Curious about what new product to sell or need guidance on what your users want to read about? Ask them!
Your social media manager will be able to bake in their campaigns to all other campaigns you’re working on.
Responding to your users’ feedback, whether it be positive or negative is essential and is another way to show that your brand is listening and taking the feedback seriously.
Utilizing social media as a customer experience enhancement tool helps get your users the help they need.
3. Growing Your Audience
Someone who’s in charge of growing your audience should reside under a social media manager’s KPIs. Growing your social media audience is essentially a megaphone in the digital space.
According to a September 2020 study, 51% of respondents stated that their purchasing decisions were influenced by social media, and 29% of individuals were influenced by social media that they would purchase an item the same day of using social media.
Think of your social media audience as your ambassadors, who would help share the benefits of using your brand’s products.
As your audience grows, the credibility of your brand grows.
Not only that but trust in your brand grows, too.
Is your business or brand looking to also partner with other brands? Having a large audience within social media also improves your “street cred” thus bringing more opportunities to your brand.
Did you write a blog post or launch a new feature within your site and want to get the word out?
Having a large audience can help spread the good news, which in turn can grow not only your social media base but also grow your leads and revenue.
4. Reporting & Tracking
A social media manager will check their campaigns regularly – turning underperforming ads off and optimizing other campaigns to make sure you’re money is being well spent and your goals are being met.
A social media manager will look at campaigns over time and will know if a tactic is becoming fatigued or if the strategy should be adjusted.
This provides tremendous value at the end of the month reporting as they will provide documentation telling a story of:
- What was executed that month?
- How well it did compared to previous months.
- What should be done next?
Sometimes campaigns will have a continuing success and can lead to other great ideas, which wouldn’t necessarily be the case if you didn’t have someone dedicated to these efforts around the clock.
Someone who can contribute 100% to your brand’s strategy and goals will yield a much better result than having an intern or low-level employee posting content at random on behalf of your brand.