For most Americans, social media is part of our daily routine. Whether we are waiting in line or having a cup of coffee, there is always time to whip out our phones and check out what the rest of the world is up to. According to the latest statistics, an average person spends almost 2.5 hours a day scrolling through social media feeds. 84 percent of young adults below the age of 30 and 81 percent of adults aged between 30-49 use at least one form of social media regularly. While many may think that social media use is limited to the younger demographics, the social media adoption rate for older adults aged between 50-64 is a surprising 73 percent.
People use social media for a variety of reasons. Some enjoy watching videos on Youtube to learn about DIY home improvement, some scroll through Instagram for the latest in fashion trends, some connect with friends and family on Facebook, some take to TikTok to talk about civil rights issues, and—of course—some just seek mindless entertainment. Regardless of what our motivations are, the huge social media penetration rate has created a new avenue for brand managers and marketers who are including social media into their marketing strategy.
Follow Me, Everything is Alright
Compared to traditional marketing, social media marketing is a whole new kettle of fish. The purchasing habits of millennials and Generation Z have changed significantly in the last decade and these tech-savvy consumers no longer accept having advertisements shoved down their throats and crowding their feeds. Reflecting the recent shifts in social consciousness, users are turning away from shiny, happy, heavily edited promotional content, and seeking a more raw and unbiased view. This desire for relatability and ‘realness’ has led to the rise of influencer culture, where popular individuals have the power to affect the buying habits of their followers.
Instead of simply putting up sales posts, brands now need to build trust and rapport with consumers and create positive interaction through a carefully planned and conscientious social media strategy. Given that there are many different platforms and a variety of media to choose from, social media brand management can be a veritable wormhole for the average marketing executive. A decade ago, there was probably no such thing as a social media manager. These days, however, every competitive company knows the importance of maintaining a solid online presence. And thus enters the role of the social media manager.
At first glance, one may think that the social media manager’s job is fairly effortless. They just have to publish photos and stuff on social media, right? In reality, social media managers have an incredibly complicated task. First, they need to come up with a plan on how to build their brand’s social media presence and reach return on investment (ROI) goals. Then, they have to create content that is in line with the voice of the brand. This could include taking photographs, filming and editing videos, writing copy, responding to comments and messages from followers, developing relationships with influencers, and the list goes on. And, after all that, they still need to analyze the results of their campaigns and provide reports that show engagement metrics, consumer insights, ROI, and more.
The Skills to Pay the Bills
If the above job description did not daunt you, then you are one of the chosen few who were born to be social media managers. So, what are some essential skills that you need to be successful in this job?
Research has shown that posts with visual content receive more engagement from the digital audience. The ability to design and create good-looking content is a valuable skill for social media managers. And this is not just for the benefit of consumers. When marketers discuss social media collaborations with other brands or influencers, visually appealing PowerPoint templates portray a more professional image. A well-designed campaign presentation also helps colleagues and bosses better understand data and holds their interest throughout your report.
Similarly, confidence in copywriting is a fundamental skill for all areas of marketing. From short profile introductions to long post captions, social media managers need to craft stories that captivate and appeal to their target audience. They also need to drive clicks and engagement through compelling calls to action. Modern audiences have short attention spans and prefer to spend time on relevant and useful content. Instead of talking solely about your brand, you need to connect with their lives. Asking genuine questions is a proven way of inviting an audience to respond and interact.
Ultimately, investment in the fulfilment of your audience will make or break your social media management career. The long-term goal of digital brand management is to build an online community of followers that are loyal to your brand and trust your products or services. Social media is not only here to stay but will continue to grow over the next few years. For those who enjoy digital communication, social media could be a door to a world of career opportunities.