No modern marcomms team is complete without at least one social media pro. As social continues to take up more space in PR and marketing strategies, there's a lot that social managers need to know, but beneath all the trending content and popular platforms, there are a few core skills that make up the formula for success. Gheya Boulware, founder of Social First Solutions, explains the key skill sets social media managers must master, and how new and existing social teams can hone their expertise today.
If you find it quite hard to land a social media management role the first time around, you’re not alone. Social media has become one of the most in-demand and competitive digital career paths to enter into. With the need for companies to scale social media marketing teams into more specialized roles, there will be more opportunities to fill in the gap – whether you're looking to become a social media coordinator, data analyst or head of social.
The core skill sets that I'll mention below are not new by any means, but if you're specifically looking to start or grow in your career as a social media manager, you'll need to strengthen all three areas to stand out in the job market and help to meet the marketing goals of the company you're working for.
Leadership
Senior and mid-level social media managers play a huge part in working alongside executives to spearhead marketing decisions, maintain the company’s brand image and train other divisions within the workforce to become company advocates across their own personal platforms. Most social media managers tend to carry the technical skills of the role instead of actual influence. Aside from strategizing content and being knowledgeable of the best platforms brands should use, social media managers need to have a clear understanding of the type of talent, systems, technology and resources needed to create and distribute content. They're ultimately responsible for ensuring everyone within the social media team is equipped to take on high-stake campaigns, partnering the social media team with other divisions within a company to build strategies, overseeing budget and meeting the constant demands of the department.
Creative & Analytical
Social media marketing is both an art and a science; when they coincide, it creates magic. Carrying both creative and analytical skills helps social media managers make key decisions that'll increase ROI. From understanding brand identity and messaging to tapping into consumer behavior and cultural shifts, all of it works together to create impactful content that is evergreen, valuable and buzz-worthy. Cultivating these skill sets consistently through training is key when brainstorming impactful campaign ideas, presenting data to get executive buy-in and building long-term relationships with consumers across social media platforms.
Social Media Governance
There is no one-size-fits-all approach to social media, which creates more risks for companies that utilize it day-to-day. As social media managers work with different companies, content strategies will change based on the type of industry they're in, especially when working with highly regulated industries like banking, healthcare or government. They must ensure that employees are abiding by social guidelines, refreshing social media policies as needed, preparing for potential social media crises and engaging properly with audiences. These key areas need special attention to protect the company's reputation and loyalty.
Invest in team Training
Although there is a wealth of information available on the internet for you to sharpen these skill sets, ultimately, success comes from a combination of experience, mentorship and in-depth training; which most social media teams seem to be missing today. Companies are now looking for social media managers that are knowledgeable in emerging areas like employee advocacy and customer support, and that are well-versed in culture. They also have an eye out for social professionals who are seasoned in existing areas like campaign development and analytics.
