Maybe we will disappoint some of you, but it is our duty to tell you that no, owning a smartphone and opening your social profile does not make you specialists in the sector: the management of social media, on a professional level, is a delicate and complex activity that requires the use of different figures. To obtain concrete results it is in fact necessary to develop a solid strategy and an editorial plan, but also to manage the adv and the community: operations carried out in synergy by the entire Social Team. We are talking about a real Team because, within structured agencies, we also find specialized Copywriters and Graphic Designers alongside the Social Media Manager.
The Social Media Manager – See the item “my cousin thinks about the posts”
Social Media Manager must possess numerous transversal skills, ranging from creativity, to strategic and coordination skills, to crisis management. Understanding which social networks to use – declining strategy and content – creating paid campaigns and analyzing insights are tasks that require an overview and a deep knowledge of the sector.
The Social Media Manager not only creates editorial plans, but is in direct and constant relationship with users; as a community manager, he is in fact responsible for responding to private messages and comments, reporting and moderating the most critical ones. To carry out these tasks, strong interpersonal skills are required, but also a thorough knowledge of the sector, the brand and the products promoted.
In addition to this, the Social Media Manager must master the marketing tools made available by social platforms, planning paid campaigns based on the client’s objectives. Even the best editorial plan, original and visually effective, in order to reach a significant reach still needs to be supported by the adv. Knowing how to correctly allocate these budgets therefore becomes essential in order not to waste resources.
The analytical skills of the Social Media Manager come into play when it comes to interpreting reports and insights: only through intelligent monitoring of the results is it possible to improve your strategy, maximizing the effectiveness of the content posted. Analyzing the behavior of the public, knowing how to grasp sentiment and preferences to identify the most effective strategy, is a factor that can really make a difference within a social campaign.
The Copywriter – “Come on, but it’s just a little phrase”
This figure deals with the creation of texts for social posts, working closely with the Social Media Manager. There are many aspects to take into account when communicating on social media: first of all, the company’s tone of voice, defined on the basis of the brand identity and declinable according to the platform. An effective content on Facebook, in fact, does not necessarily have to be on Instagram, so it is important to keep up to date and be very familiar with the medium. The language of social media lives in the present, and for this reason it is constantly evolving and in constant dialogue with current events: ignoring this aspect can drastically reduce the incisiveness and effectiveness of your channel.
The Graphic designer – Bozzadefinitiva_DEFok_ultimissima_èlei.pdf
The third figure examined collaborates with the first two to create graphics and images, essential components of posts on any social network. Numerous studies (but also our daily experience can certify it) have shown that users’ attention is captured above all by the image, the main vector of communication, also acting on a subliminal and emotional level. From the more informal Facebook register to the Linkedin business one, the Graphic Designer must be able to handle the different visual languages, in continuous dialogue with Copywriter and Social Media Manager. Not only images, but also gifs and videos: these two formats, increasingly requested and appreciated by social media users, imply that the skills of this figure should not be limited only to photo editing programs, but also range towards videomaking ones.
A team of Social Media Marketing professionals at your service
Spada Media Group provides its customers with a team specialized in communication on all major social media, able to follow projects in every sector – from strategic planning to the creation of original and impactful content, up to monitoring and reporting of results. Too often the management of social media is entrusted to a single figure (and even worse if not specialized), with the great risk of wasting energy and budget without exploiting the real effectiveness of these increasingly business-oriented tools. Today, more than ever, it is important not to waste resources and to make the most effective choice: to rely on professionals.
For more information on our social media management services click here.