Several years ago I wrote this blog post about explaining social media marketing to my dad. Today, I saw this article shared on LinkedIn about a very similar theme - that social media isn't taken as seriously within the organisation as it should be.
Let me explain.
Your social media manager is on the front line. They're listening to conversations about your brand, they're often the first to stop a swirling crisis erupting and they're trying very hard to inject personality into your social brand, quite often in the absence of a company-wide employee social media activation program
They have a tough job.
This article perfectly summarises the multi-tasking role of a social media manager/strategist/director. The stereotypical memes and the 'bolt-on' social media posts required for digital marketing campaigns.
Over the last 12 months, your social media manager hasn't just juggled a few plates - they've been juggling a 48 piece, limited edition, gold plated crockery set (otherwise known as your brand). Here's why:
They're always on (social media doesn't clock off at 5pm)
They're content curators
They're content creators
They're connecting with your customers
They're conversing with your prospects
They're risk mitigators
They're data analyzers
They're brand storytellers
They're creative designers
They're quick thinkers
They're experienced influencers
They're your eyes, ears and mouthpiece
Your social media team has an eclectic mix of skills. They can communicate across the organisation, turn your brand narrative into digital storytelling and understand the importance of creating communities that have conversations.
What I love most about this article is the question it raises at the end. As we engage more with our customers, prospects and future employees via digital conversations, who better to lead that online approach than your multi-tasking, storytelling, experienced digital expert?
Social media is transformational for every part of the organisation - not just marketing. Let's elevate the conversation internally so the C-Suite truly understand it's importance.
“Crafting a brand voice, understanding a brand narrative and storytelling, learning how to engage with your customer base, content creation, influencers partnerships, and also customer service,” Fass said, rattling off all the things a modern social media manager might have in their toolbox, before adding, “If you can master all those things in a social sphere ... you can take that to the next level.” Caroline Hart, director of brand and product marketing at tech startup Brainbase, agrees. She started her career as a social media strategist at a boutique New York advertising agency, where she had to “learn how to tailor your messages to fit certain channels, how to tailor them to fit certain personas and segments and audiences,” she said. “It’s almost like a little microcosm of what you do at the higher level running large brand campaigns.”