Five tips for becoming a good Social Media Manager

Whether it is the web or social networks, the presence of a company on the internet is now fundamental for its development. However, its presence alone is no longer enough: in an ultra-competitive market, information flows from different sources such as social networks, banners, targeted advertising and traditional media. For the internet consumer, choosing one brand over another is becoming increasingly complex. Social networks can become real means of influencing Internet users in their choices through the form that their contents take, which is much more informal and based on direct interaction with the brand or with other Internet users who are fans of the brand name. “It is therefore necessary that companies adopt a true Social Media strategy to generate Visibility, Notoriety and Reputation with their target” assures Ronald Boucher, research professor and head of ISTEC’s Master 2 Digital Marketing, E-Commerce and Digital Transformation. Result of the advent of social networks and keystone of this strategy, the Social Media Manager, or “Social media manager” it is therefore a central player.

Its main role is the optimization of the image of a company or a brand on the web, and more particularly on social media. Digital domain specialist, he is also responsible for the e-reputation (online reputation) of the brand. By now essential, the profiles of Social Media Managers are therefore highly sought after by companies. In addition to his extensive knowledge, the Social Media Manager must also have many soft skills, or behavioral skills, such as interpersonal skills, responsiveness, listening, versatility or even interpersonal skills. “It is not uncommon to have to deal with dissatisfied Internet users where these soft skills will help maintain height and preserve the brand image”adds Ronald Boucher. These skills will allow him to adapt to the many changes taking place in the digital world.

Do you want to embark on the adventure? Discover our five tips for becoming a good Social Media Manager!

Find out the positioning of your brand in the market

This first step is essential because it forms the basis of your work: without it, your strategy risks being rough at best, unsuitable at worst. The primary objective is therefore to know the positioning of your brand within a competitive market: what are its values? How is it perceived? What image do you want to give him? What message do you want to convey? With what tools? By what means?

A competitive intelligence process will also be needed in order to study the different digital strategies adopted by each of the competing companies, to allow you to differentiate yourself. Define your catchment area and carry out a real mapping of the market in which your brand is evolving, this will allow you to orient yourself, and therefore to adapt your strategy accordingly. At the same time, you will have to follow all the trends and new developments, to adapt your different strategies, but also regularly monitor your brand awareness and your electronic reputation, in order to implement targeted actions according to the objectives pursued.

“For this the Social Media Manager will have to master digital monitoring tools like Talkwalker because his job is also that of a speech analyst, deciphering trends. He must be comfortable creating and managing dashboards such as Hubspot, Data Studio or the Facebook Business suite. “, adds Ronald Boucher, professor-researcher and Head of Master 2 Digital Marketing, E-Commerce and Digital Transformation at ISTEC.

Find out all about your goal

As a professional investigator, you need to be able to know your target in every detail. In fact, the more you know it, the better you will be able to affect it and thus achieve your goals. And for good reason: your entire digital strategy will stem from it. Therefore, it is better to bet on accuracy to aim for efficiency. To identify your target, you must first know your products and services like the pockets of your hand and ask yourself the right questions: is your offer aimed at individuals or professionals? The brand is aimed at which generations? X, Y, Millennial, Alpha? Is it diversified? You will be able to define your main target, the heart of the target but also the secondary targets.

To understand it better, do not hesitate to carry out surveys aimed at discovering your target and its specific expectations, or to carry out various market studies. If you have a company page on Facebook, and in order to collect more information about your visitors, you can collect data about them using tools such as Facebook Audience Insights, which will provide you in particular demographic data on your target, their interests, their level. medium of education and many other features.

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Adopt an effective digital strategy

Start by setting your goals: your digital strategy that stems from your overall brand strategy, you must do everything to remain consistent and create a harmonious editorial strategy, because the consequences of the actions taken, whether positive or negative, will have a impact on your brand image directly and how it is perceived.

First, start by selecting the social media that match your target. For example, if you are dealing with professionals, opt for Linkedin or Facebook instead. Also adapt your message according to the social network used, this will allow you to create quality content and a close relationship with your target. Finally, don’t hesitate to create links between your social networks and your website to increase traffic!

As for the content strategy to be adopted, you can sponsor your publications on various social networks, in order to reach more people and thus expand your initial target. According to the Hootsuite Social Media Barometer 2021, among the respondents to the question “Do you think your social media advertising budget will increase or stay the same in 2021? “, 46% replied that it will increase, and 47% that it will remain the same, proving that the practice is now well established. This will also pay off earned, owned and paid media, if we refer to the POEM method: paid media, free and obtained through sharing by other members of your community. These three systems are complementary, although the forms of communication are different. Thanks to them you will be able to communicate optimally by covering as many channels as possible, thus obtaining visibility.

As for your posts and articles, they should reflect your brand values, so choose quality over quantity! The advent of social networks, in fact, has made it possible to access information in a much more massive and rapid way. But this information, released en masse, can also discourage your readers if they find it too numerous or uninteresting: this is called “infobesity”, that is to say an excess of information. Be relevant and concise as you try to grab your target’s attention. You will be able to federate the community around your brand by sparking their engagement.

Also make sure that your website and your content are well referenced on the internal engines of social networks so that your posts return to the top of the results, and thus attract attention thanks, in particular, to the appropriately chosen keywords.

Define the most consistent tools

To optimize your organizational methods, it is essential to define a calendar or a retroplanning, which allows you to define your priorities and effectively juggle your many tasks, without forgetting anything.

You will see it quite quickly, due to the many tasks looming over you, you will have to quickly increase productivity: for this, tools such as chatbots can be implemented on your website, both to improve response times, but also to ensure better user satisfaction.

If you want to go ahead and be efficient, the best method is to schedule publications through dedicated tools like Hubspot which supports different social networks and which allows you to group all your messages in one place, thanks to a relatively simple interface.

To consolidate your monitoring, you can install an RSS feed aggregator: so you will automatically receive different sources of information while you are informed and in real time. Among the available feed readers you will find Feedly or Netvibes, which are relatively easy to use, free and complete. Similarly, you can set a Google alert to receive news based on the keywords you have defined upstream.

Follow the results of your actions and analyze them

To verify that the strategy adopted is adequate, you will need to analyze the statistics at your disposal. Your performance, in fact, can be measured through various tools such as web analytics, which collect, collect and measure data from your website, or through dedicated interfaces on various social networks.

Keeping track of your pages isn’t just about analyzing the resulting data – you also need to be regular and responsive to respond to various visitor comments. This is an opportunity to show that you are active and interested in your visitors, which will improve your brand image. Since nothing is deleted and everything is found on the web, your electronic reputation is all the more important! Don’t overlook it and try to get good reviews.

As you may have guessed, the Social Media Manager must be in the oven and in the mill! For this you will have to be organized, responsive and curious. If you are not alone and as a coordinator of the teams working on the project, consider delegating some tasks to your Community Manager.

Social networks are your main tool, so it is necessary to bet on regularity and quality, but above all to adopt a coherent digital strategy that meets your goals. If you follow these tips, you won’t have to worry about your future as a social media manager – so get to work!

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