Social Media Marketing Manager
Controller Job Description
Social media managers are individuals who manage the social media presence of a business or person. This role has become increasingly important because many organizations and public figures use social media to engage with their audience. To pursue this career, you must develop strong communication skills, earn a relevant degree and master the use of social media. Many people think social media is “easy.” While it may be easy to share an image and post small commentary, there is actually a lot of data analytics and strategy that goes into it.A social media manager is the person within an organization’s communications, marketing or public relations department that monitors, filters, contributes to and guides the social media presence of a business, product or brand. Social media platforms are fast-paced and usually considered “real-time marketing,” so social media managers must be able to work quickly and respond and share information as it becomes available. The social media manager often must be well-versed in news cycles and an industry expert for their company, business, product or service.
Social media platforms were created for communication and storytelling purposes. That’s why if you wish to be a social media manager, you must have strong communication skills and be able to use these skills across multiple social media platforms. As part of your role, you will have to maintain effective communication with your online audience as well as with your boss and colleagues. It’s important you can communicate with your boss, peers, and collaborators across different departments. You’ll also need to be able to communicate with any internal stakeholders about your strategies, content distributions and the results of your work. Social media managers need to be able to manage their time wisely and be extremely organized. Being a social media manager involves more than coming up with campaigns and distribution rhythms. You’ll also be leading and executing the plans from start to finish. Creativity is key in the world of social media. You must be able to create content that grasps the attention of your audience. There’s so much noise out there in the world of social media, that to stand out you must be creative. You’ll need to be creative in the type of content you post, your designs and the copywriting that goes with it. Analyzing data is a vital skill to have when working as a social media manager. In this role you’ll need to have a thorough understanding of both quantitative and qualitative data. Not only must you understand the data, but you must be able to present your findings accurately and explain these findings to your team and upper management. Communicating to them any trends you see and coming up with a plan of action. You’ll need to be able to write in numerous different styles. For promotional posts you’ll need to write bold, attention-grabbing ad copy. Storytelling is another important writing skill to have as that’s what will capture the emotions of your audience and make your brand relatable to your target audience. Successful social media managers know how to write differently for different platforms and audiences.
Although not all social media manager positions require a college degree, many employers prefer candidates to have a bachelor’s degree. The best programs for this career path include business, marketing, advertising, public relations and general communications degrees. Psychology majors also do well in this area because they are well-versed in human behaviors and the customer mindset.
Typical duties of a Controller
• Creating editorial calendars of possible content related to timing and channel
• Publishing content to share through various social media channels. Each company may have a mix of social media channels that reach their specific market
• Responding to user-generated comments and feedback to create a positive brand experience for strong engagement
• Creating campaigns with messages that represent the brand voice
• Tracking content and campaign success through engagement ratings, metrics and analytics
• Participating in visual design strategies
• Generating engagement and promotional strategies, such as influencer marketing, generating organic traffic and paid advertising
• Presenting findings to upper management to assess and guide strategy moving forward
• Recognizing and reassessing if a certain platform is not producing the acceptable ROI
• Maintaining brand guidelines across all channels and working with team members to ensure brand messaging is consistent
• Staying on top of trends. For example, using short videos are popular now but memes continue to see high engagement
• Contributing to the tone of the brand—be serious, responsible, or even funny if and where it makes sense
• Developing and representing the brand with a consistent personality—be very clear on how this person would interact with its customers, partner brands and/or even its competitors. For example, some fast food companies banter back and forth on Twitter with light humor and become viral with lots of engagement from customers in the sense of retweets and comments.
Skills:
• Communication
• Writing
• Creativity
• Efficiency and top-notch organization
• Traditional and digital marketing
• Customer care
• Making connections
• Agility
• Data analysis
Qualifications: Business, marketing, advertising, public relations and general communications degrees