The Ultimate Guide to Becoming a Great Social Media Manager

A great  social   media  manager is, as Ron Burgundy would say: "The balls".

It's an undisputed fact that every business needs to be active in  social   media . The ever-changing demands of the modern day consumer requires brands to think fast and adapt quickly in order to stay one step ahead.

The role of a  social   media  manager has appealed to the mass generation of socially-active internet users. It's hard not to. Especially when some might think that you can earn big bucks from posting Facebook updates. Hardly.

Being a  social   media  manager is kind of like being a stand-up comedian. You have to quickly understand your audience and your engagement with them is vital. In order to accomplish this, you need to know if the audience is laughing at your jokes and you need to know this in real-time. If you can do this, then you have already won the crowd.

So, how do you become a social manager? More to the point, how do you become a great social manager?

The answer will be surprising to some. Firstly, you have to want it. Second, you have to love it. Third, you have to learn it. And even if you tick all these boxes, you should ask yourself: "Am I a social person?" If the answer is no, then becoming a  social   media  manager is probably not for you...

So let's take a look at the stats.

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  LinkedIn shows 57,910 results for " social   media  manager"


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   Social   media  has now overtaken porn as the number 1 activity on the web


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  97% of all consumers search for local businesses online


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  71% of consumers receiving a quick brand response on  social   media  say they would likely recommend that brand to others


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  93% of marketers use  social   media  for business


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  In terms of difficulty of execution, nearly half (49%) of B2B marketers put  social   media  marketing at the top, followed by content marketing (39%), SEO (26%) and mobile (25%)


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  77% of B2B marketers use a blog as part of their content marketing mix


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  On average, 25% of marketing budgets are now spent on content development, delivery and promotion


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  78% of small businesses attract new customers through social sites


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  When asked to rank their company's social business maturity on a scale of 1 to 10, more than half of global business executives gave their company a score of 3 or below

But the statistic that is most relevant to this article is:

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  Just 12% of those using social marketing feel they actually use it effectively.

Being a  social   media  manager brings with it some key benefits within a freelance setting. The most recognisable being the fact that you are your own boss. You make the decisions and answer to no one. You send the invoices and you set the policies. Heck, you could sit in your underpants all day on the computer if you wanted to.

The other is money. It is an in-demand role, but one that companies are still struggling to come to terms with. Some companies realise and understand the value  social   media  could bring to their enterprise and are willing to invest heavily in robust  social   media  campaigns. Being your own boss, you can decide how to set your costs and price accordingly.

Another attractive reason is the low barriers to entry. With low start-up costs and plenty of online resources (like this one!) to rapidly decrease the learning cure, anyone can launch a freelance social management business within a short space of time.

I'll tell you my story shortly but first, let's explore the essential skills you'll need to become a great  social   media  manager..

Fundamental Skills:

Marketing Knowledge

You should have a good grasp of the basic marketing principles. Some education in marketing would be beneficial, but otherwise you can find many quality resources online.

Experience

Your experience doesn't necessarily have to be limited to life experiences. Have you managed your own  social   media  profiles for a while? Do you know how to effectively maintain your own social accounts and understand what clients expect?

Sociable

I touched on this at the beginning of the article. If you are not a sociable person - someone who doesn't like communicating much and isn't very outgoing, then becoming a  social   media  manager just isn't for you. Sure, you can hide behind a keyword and monitor for a while, but clients will usually want to meet, speak on the phone, or have Skype sessions at some point.

Project Management

You don't have to have a Prince2 certificate, but you do need to be able to manage projects and your time well. It's typical for  social   media  manager's to work with multiple clients at any one time. Keeping tabs on everything is important so that it doesn't get overwhelming.

Technological

 Social   media  exists online. Therefore, you need to have a certain degree of computer literacy. Having good knowledge of social technology will enhance your services and ensure you are keeping up to date with the latest social trends and developments.

Interpersonal Skills:

Communication

It kind of goes without saying that if you're going to be representing a company and engaging with their customers, then you will need to have strong communication skills.

Personality

Companies tend not to want to hire people with no personality to act on behalf of their brand. It doesn't resonate well with them, or their audiences.

Responsiveness

I've touched on this a few times -  social   media  is very fast-paced. Imagine if one of your social assignments was largely focused on customer service and you didn't respond to customer complaints or queries for weeks. People online want rapid responses. Being able to fulfil these needs can stand your client (and you!) in good stead.

Entrepreneurial

To become a  social   media  manager in a freelance capacity, you have to be a self-starter. You should be willing to go the extra mile and take a few financial risks along the way. If you don't land a job that pays enough in one month, how will this affect you?

Multitasking

A great  social   media  manager must be able to effectively carry out a wide range of tasks.

Organisation

You should always be very well organised when delivering  social   media  management services. I use all kinds of traditional tools like calendars, white boards and task lists to keep myself organised. I also use many online organisational tools, such as: Thunderbird for accessing all my email accounts in one place, Dropbox to easily share documents with clients and bookmarks to keep track of all the websites I frequently visit.

Strategic Thinking

Being able to think campaigns through before they happen and sometimes thinking outside the box when needed, are great asset to have as a  social   media  manager. Clients tend to want to know how you will do something before letting you do it, so being able to present a clear and concise strategy is essential.

Flexible (with travel)

Contrary to popular belief, a freelance  social   media  manager has to leave his office sometimes! If this is a problem for you, then you should think about starting another profession. Nearly every sizeable project I undertake involves multiple meetings with the client. You should have reasonable pitching skills, as you may be required to sell your services face to face too, before being hired. You may even opt to take on in-house work.

Wider Skills:

Copywriting

Every good  social   media  manager is a great writer. Writing forms the foundations of many aspects of online marketing, be it creating ads, writing blogs, engaging with customers, scripting sales copy or writing press releases.

Graphic Design

Pretty much all  social   media  platforms provide the functionality to customise the interface and incorporate your own branding. If you are sharp with Photoshop (or similar design software), then you are in a good position to offer these services as part of your  social   media  package. Similarly, creating content such as infographics, banners or images is standard practise for a  social   media  manager.

Advertising

Every  social   media  manager should have sound knowledge of advertising. Be it Pay-Per-Click (PPC) advertising or banner advertising, you should know the ins and outs of each discipline and understand how to optimise each format.

PR

Public relations is closely tied to  social   media  marketing, in the sense that both involve managing the spread of information between a business and the public. You may start out not needing to have a deep knowledge of PR, as it is typically managed by larger brands who have an interest in persuading stakeholders, investors or the public to maintain a certain point of view.

Statistical

Everything in marketing should be measured. You should periodically measure and analyse your social marketing performance and produce reports to your clients to demonstrate your value.

SEO

Understanding how  social   media  affects search engine optimisation will ultimately improve campaign performance. In 2012, there was an average of 5,134,000,000 searches on Google every day. If you think SEO doesn't matter to your social activities, think again.

Traditional Marketing

Even though you generally won't be involved in traditional marketing practises while undertaking a  social   media  management role, you should understand how both forms of marketing affect each other and how each can be best leveraged to complement the other.

Video Editing

This will probably be the least used of your wider skills, but nevertheless it can assist you in your social marketing positions. I've had a few clients that required presentations or demonstration videos to be edited before being used within their  social   media  campaigns. I'm for sure no expert, but having a reasonable level of knowledge in using Windows Movie Maker (or similar video editing software) can turn that video file straight from the camera into a beautiful, YouTube-ready video.

Even if you possess all the necessary skills to become a  social   media  manager, there is still scope to improve your services by using different  social  tools and software. I'll quickly recap on two different pieces of software I use that may help you in becoming a great  social   media  manager:

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  Hootsuite: I wrote an in-depth review of Hootsuite on my blog that also includes a video tutorial which should provide all the information you will need to know about Hootsuite.


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  BuzzBundle: This is my favourite and most valued piece of software I've ever used. I use it mainly to find keywords around my content subject from across a huge range of blogs, forums and social sites and stream all this information back to me in one interface. I can then see who is discussing my topic and jump straight into the conversations to add my two cents.

What You'll Be Expected To Do...

So, what does a  social   media  manager actually do? As you can probably tell by now, the role of a  social   media  manager is diverse. It's not a case of "Well, I post updates to Facebook." Here are a few general activities that  social   media  managers will be expected to execute:

Strategy

You will be required to formulate campaign and platform specific strategies that meet the business objectives. You will create actions plans, content calendars, set metrics and KPIs, undertake various research activities and perform different types of analysis.

Content Creation

Content creates the foundations of any marketing campaign. How you decide to execute your campaigns will depend on the different forms of content you produce. As you would have no doubt already heard from someone, content is king. Believe them.

Community Management

Managing accounts also means managing communities. You should be the go-to person when representing brands in social domains and continually reach out and engage with your audiences. You will need to constantly strengthen social relationships in order to develop long-lasting followers.

Audience Building

Marketing to the same people over and over will not widen your scope and social reach. You should be increasing readership and your level of influence within your target audiences.

Customer Service

Many companies use  social   media  as an instant channel for customer service. You will have to be responsive and helpful in your social activities, regularly being the first point of contact. You will be representing the brand and managing their customer perceptions.

Measurement

Every effort that consumes investment will need to be measured and analysed. I'vve previously written tutorials that demonstrate how you can set up your Google Analytics account on my blog.

Reporting

Once your efforts have been measured and analysed, your clients will want to understand how their investment has performed. This can take the form of visual aids for meetings or digital reports. Reporting is a key ingredient of any  social   media  manager in order to prove your worth and demonstrate the value you have added to the business.

How I Became A  Social   Media  Manager

I've been active in  social   media  since July 2007. This was before the time of all the latest social marketing tools and software that nowadays are ingrained into all social marketers everyday life. Resources or tutorials weren't as widely available that could help speed up the learning curve.

I did find an online course that looked pretty good in teaching me how to turn my social skills that I had been practising on my own accounts into a fully fledged business. I invested £600 on this online course to learn the basics and now that some years have passed, I can look back and say the value wasn't all that great, but the ideas were there. It pushed me to think outside the box and motivated me to start my trajectory towards becoming a  social   media  manager.

So before I had decided to turn my love for  social   media  and networking into a freelance opportunity, I attended Brunel University where I completed my BSc and MSc in Business Management. It was at this time when I jumped on board with the poker boom and started playing online cash games and tournaments. Poker really helped me to develop my own time management, money management and analysis skills. I always knew I wanted to start my own business so this was a good platform to get my feet wet. Throughout my time playing poker, I was always engaged in online social discussions and even wrote a few guest posts for poker sites.

Before I knew it, I was a fully-fledged freelance  social   media  manager...

So to kick-start my freelance  social   media  work, I joined a bunch of freelance sites like Elance, oDesk and Freelancer. I still use some of them today.

After a few years of freelancing on small one-off projects and developing my  social  marketing acumen, I was hired by an online business services company to run their  social   media  campaigns, as well as handle all their own clients  social  marketing campaigns. I still work with them today, which just shows the power of forging good working relationships.

I managed to attract clients in most months for the next few years and each project ended up being pretty diverse from the next. This allowed me to develop wider skills that I have since found almost a necessity in order to provide a well-rounded  social   media  marketing service. I mentioned some of these wider skills required to become a great  social   media  manager towards the middle of this article.

I also kept maintaining and building my own  social   media  profiles. It's important to practise what you preach and showcase your expertise on your own domains. My social profiles have regularly attracted clients, which keeps work coming in and builds up my networking potential.

I have been writing on my blog for a few years, but only recently updated my site. My own social activities also serve to build traffic to my sites, where I generate passive income. I like to "listen" to the social environment and engage with people who are already looking for my content. This serves well in building and strengthening connections, as well as attracting targeted traffic.

I have also been a keen guest blogger. I believe that writing articles for other relevant blogs only serves to increase your scope and exposure. Once or twice, I have had my articles featured by online magazines and publications, which was always nice.

Keeping my ears to the ground and getting myself 'out there' was one of the things I promised myself I would do, even though I knew the vast majority of my time would be spent in my home office. I tried to regularly meet up with business connections and clients to make sure they could match an online persona to a real life face. The vast majority of the time, I even managed to remember my business cards!

A strategy I've always tried to employ while freelancing is to try and turn one client into three. What I mean by that is word of mouth is the most powerful advertising there is. People do act on solid recommendations that their friends make. I found that taking as basic an approach as asking clients at the end of projects if they knew anyone who could benefit from  social   media  marketing, worked out surprisingly well.

As  social   media  is such a dynamic environment with start-ups booming and busting every few months, I knew that it was essential to keep up to date with  social  developments. Every so often, a client would ask me to set up profiles or campaigns on sites that some  social   media  managers would have never heard of. Keeping tuned in enabled me to have at least some knowledge and experience in using these platforms, which dramatically lowered my learning curve and ultimately lead to better performing campaigns.

Around a year and a half ago, I decided to broaden by service offerings and set up a web design company with my business partner. "Thinking Forwards" was born in the summer of 2012. Websites and  social   media  go hand-in-hand, so this enabled me to up-sell my services both ways.

So that brings me loosely to where I am now. Just to be clear; I have never used paid advertising or SEO for my own benefit while being a  social   media  manager. My progression came solely through content marketing and guerrilla marketing tactics.

To Summarise On How I Became A  Social   Media  Manager:

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  Joined freelance sites


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  Practised what I preached and actively maintained my own  social   media  profiles and blogs


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  Kept consistently networking and building my contact lists


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  Continually created my own content on my own sites


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  Took my content straight to prospects


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  Proactively kept asking if people needed my assistance


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  Guest blogging and featured articles


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  Attended networking events and met up with clients and business contacts


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  Tried to turn one client into three


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  Kept up to date with new social networks and developments


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  Started other initiatives where  social   media  services were complementary


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  Never turned down any work or networking opportunities


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  Worked long hours, sometimes for small rewards, to build reputation, authority and presence

I thought I would leave you with some final advice from things I have learnt from my own experiences being a  social   media  manager.

Remember that...

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  Sometimes you won't be right for a project, even if you think you are


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  It's OK to work for less than your desired amount, if the benefits warrant it


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  You won't win every contract, so don't beat yourself up if you get turned down


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  Things change really quickly in  social   media , so you will have to continually adapt


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  You never know as much as you think you do!

Starting a career in anything takes time and effort. If you think it's easy to become a great  social   media  manager, then think again...

I wish you all the best in your future endeavours!

Source by Stuart J Davidson