5 Skills Every Social Media Manager Needs

If you’re looking to break into social media marketing or want to improve your skills, check out the tips below:

  • Copywriting
  • SEO Knowledge
  • Multitasking
  • Creative & Analytical
  • Great Communicator
  • *Also, stay curious and never stop learning

Copywriting

Copywriting has become such a huge part of my life and career. Whether it’s an email, a social post, or blog, knowing how to write (especially to your audience) is essential. My background is in English Literature and truthfully, I thought getting my BA in English Lit was a waste of time until I realized how much my career revolves around words. Knowing how to convey a message to your audience is a skill and learning how to adjust your tone for different platform will help you succeed. In a previous post, I discuss Storytelling & ToV – and which tones work best for each platform/audience. And to improve your copywriting–as cliche as it sounds–just write as much as you can. Whether you like to write down your thoughts, inspirational messages, have a blog, it’s helpful to keep your writing sharp like any other skill you have.

SEO Knowledge

You don’t have to be a pro at SEO but it’s important to understand it enough when it comes to strategize how to better optimize your website. Social Media Marketing is just another way to reach your audience and direct them to your end-goal. For example, if you are trying to get users to your website to book a consultation, buy a product, or contact you directly, it’s important to know HOW to effectively drive people to the destination and ways to improve the customer experience.

Let’s look at my website –

When a user lands on my page, they see the menu – listing my interests and how they can learn more about me. I am not a website pro, so I am using a WordPress template but my goal is to drive people to my other pages and learn more about me. When designing a website, it’s important to consider a user’s journey and ensure they are lingering on your page.

Below are a list Google Analytics terms from the Help Center:

  • Bounce Rate: the user’s activity on your site just involved the loading of a single page
  • Conversion: refers to an activity carried out by the user which fulfils the intended web page purpose (product purchase, download, newsletter subscription etc.)
  • Entrances: the number of times visitors entered your site through a specified page or set of pages.
  • Entry (or Landing) Page: the entry page is the first page viewed by a website visitor.  
  • Exit Point: the exit point is the last page viewed by a website visitor
  • Page Impression: a page is loaded or reloaded by a user.
  • Sessions: the activity by a unique user in one visit to your site. 
  • Visits: the total number of visits to your site, from unique or repeat visitors.
  • Unique Visitors: the number of unduplicated visitors to your website over the course of a specified time period.

So, it’s never-ending battle improving the number of visits and sessions on your site but that’s what makes Digital marketing super fun right?!?! Also – there are a ton of free courses on YouTube if you need a refresher!

Multitasking

Multitasking is the life of a social media manager 📱 Each day is never the same— there will be days where you write more, days full of meetings, designing, SEO, and even website changes that need to be done so it’s important to be prepared for anything lol. Honestly, I like it! I know how to manage my time well to make sure I complete my tasks on time. For example – a day can look like this: going into work knowing you have to track the metrics for the Social Audit but there is multiple requests for social media posts so you need to work with the designer to get the asset ready, while working on the copy, you also have to social media monitor and social media listen to keep an ear our for opportunities. And oh WAIY – the THING that you needed from another employee is late or the person isn’t getting back to you, so while you try to track them down, you are in a meeting while simultaneously tracking the metrics. AND because you are YOU you constantly check your phone and dissociate whenever your brain is fried 🙂 Go MULITiTASKING!

Creative & Analytical

There are many reasons why I was drawn to social media marketing but the main one is because I get to be both creative and analytical. I love it! There will be days where my team and I are brainstorming ideas for assets for our social media channels and we have to think of the aesthetics and the effectiveness of the posts. What is the message? Why are we doing this? Does this tell our story? These are questions we ask and then also consider HOW we should share our message. Should we do a video, a still posts, interactive? Analytically – it’s like a never-ending chess game and though I HATE chess, I like need for strategy this career presents. For example, we may want to do a video for a post but looking at the metrics, we notice how viewers mostly only watch about 30 seconds – so we decide to make shorter videos instead. LUCKILY, social media is constantly evolving so these type of discussions can change frequently. One day, videos make be the most popular asset but wby the nxt, users crave a different experience.

Great Communicator

You know saying – Communication is key. Being able to convey your message in away that viewers can not only understand but want to engage with your content is ideal. You want to communicate your brand, products, employee benefits, your messages etc. and doing so on social media is another way to promote it. When creating social media content, consider if your message is clear and if there are better ways to convey it. I’m sure we’ve seen hiccups from company’s. Here are a list of fails from companies that will scare your legal team.

Lastly – 📱 Never stop researching! Social media is growing so quickly so it’s essential to stay up to date on the latest trends.

What else would you add to this list? Comment below!

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