Your role as Social Media and Digital Marketing Manager is to be the expert on all things to do with your brand’s social media. You will manage all digital marketing channels, including the content of your website, blogs and press campaigns. Your task list includes:
Are you a social butterfly? Do you use social media on a regular basis? If you do, then we need your help! We are looking for a Social Media and Digital Marketing Manager to build engage and interact with fans around the world through our Twitter, Facebook, LinkedIn and Instagram pages.
What is a Social Media Manager?
Typically, a Social Media Manager is the person in an organization who is trusted with monitoring, executing, filtering, and measuring the social media presence of a product, brand, corporation or even individual.
A social media manager is often called the ‘voice of the company’.” The role may also be referred to as ‘Community Manager’ (although this title has become slightly outdated) or ‘Digital and Social Media Manager’.
What Do Social Media Managers Do?
Social Media Managers create and maintain brand promotions, company information, and marketing campaigns for their company across several social media networks. Use a digital marketing campaign checklist to make sure your content is on track.
They also know the best social media metrics to focus on and use free or paid tools and respond to questions and comments according to the company’s voice and guidelines. Social Media Managers work daily to produce new content, constantly innovating to push new ideas and formats and measuring how well those ideas perform.
Social Media Managers may report to a Social Media Director (in larger organizations) or the Head of Content or brand. They work with other creative groups such as marketing and public relations, as well as the sales department, to drive lead generation campaigns that the sales team can convert into revenue. A Social Media Manager is expected to keep up with new trends along with company and industry news.
An in-demand role, Social Media Manager positions typically require a bachelor’s degree in marketing, public relations or similar. According to Glassdoor, Social Media Managers earn an average salary of over $46,000 in the U.S.
The role is fast-paced and varied involving many tasks in the space of a day! Some of the tasks a Social Media Manager might do are:
- Create content for multiple platforms – What tips are used to expand your reach on Facebook, won’t necessarily work on Instagram. Look at what content will work for each platform e.g video, gif, infographic, blog etc.
- Monitor social analytics – You need to check what campaigns are working (or not working) across channels so your time and money is going in the right places to the right people.
- Devise a social network strategy – You may need to create a campaign from scratch to promote a sale or new product.
- Measure and prove ROI – Set measurable goals for a new campaign across relevant channels and create a report to track performance. Use a social media campaign calculator to meet your objectives at the right cost.
- Schedule social posts – Each platform has an ‘ideal’ time to post content. Scheduling ahead of time helps reduce workloads and ensure content is posted when you’re asleep, but your audience aren’t!
- Find relevant curated content – Some of your social posts should reflect world events or developments that matter to your audience. So, do some research and share third-party content that will resonate.
- Engage with your audience – The point of your social media is to build engagement. So, respond to any comments and deal with customer queries.
- Review and populate your content calendar – In such a fast-paced world, you need to plan your content. Populate your social media calendar for days or even weeks ahead to stay on top of things.
Key responsibilities
Social media marketing managers’ responsibilities revolve around organising and running marketing campaigns over social media platforms (such as: Facebook, Twitter, LinkedIn, Instagram, TikTok and Snapchat). Typical responsibilities include:
- Creating content, including text posts, video and images for use on social media
- Promoting products, services and content over social media, in a way that is consistent with an organisation’s brand and social media strategy
- Scheduling social media posts using applications such as Hootsuite and TweetDeck
- Interacting with customers and dealing with customers’ enquiries
- Developing new social media strategies and campaigns
- Managing a budget to be spent on promoting social media posts and pay-per-click (PPC) advertising
- Keeping track of data and analysing the performance of social media campaigns
- Collaborating with colleagues from across marketing departments to ensure branding is consistent
- Meeting with clients and other stakeholders (such as social media influencers). These meetings may involve pitching potential marketing campaigns.
Requirements
- BS/MS degree in marketing or a related field
- Proven working experience in digital marketing
- Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns
- Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
- Experience in optimizing landing pages and user funnels
- Experience with A/B and multivariate experiments
- Solid knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends)
- Working knowledge of ad serving tools (e.g., DART, Atlas)
- Experience in setting up and optimizing Google Adwords campaigns
- Working knowledge of HTML, CSS, and JavaScript development and constraints
- Strong analytical skills and data-driven thinking
- Up-to-date with the latest trends and best practices in online marketing and measurement
Salary
- As an assistant or junior social media manager your starting salary is likely to be between £19,000 and £25,000, depending on your experience.
- More experienced social media managers typically earn between £30,000 and £40,000.
- With substantial experience, your salary can increase to £60,000 or more.
Freelance rates vary depending on experience, but typically range from £15 to £25 per hour.
Salaries vary depending on a range of factors including your location, the sector you work in, the type of organisation you work for (e.g. agency or in-house), your experience, and the success of your social media campaign activities.
Income figures are intended as a guide only.
Working hours
You’ll usually work normal office hours, 9am to 5.30pm, Monday to Friday. However, you may work longer hours, including evening and weekend work, if working to a campaign deadline.
Full-time work is common, although part-time work and contract work is available, particularly if freelance. If you work on a freelance basis, you may work longer hours depending on the needs of your clients and the amount of work you’re prepared to take on.
What to expect
- You’re likely to find the role challenging but rewarding, as social media and the wider digital marketing industry is a continuously changing and fast-paced sector.
- You’ll usually be office based but may sometimes travel to meet clients or attend relevant networking events and conferences.
- Opportunities exist across the UK but tend to be located in major cities, particularly jobs with larger agencies.
- Flexible working patterns and some home-working may be possible. Self-employment or freelance work is possible with experience.
Conclusion
As social media and digital marketing manager for the company, you will manage the company’s social media presence including accounts on Facebook, Twitter, LinkedIn, Pinterest, Google+, YouTube and other sites as needed. You will also post updates to sites such as Yelp, Trip Advisor, Foursquare and Citysearch to name a few. This also includes managing the company’s email marketing efforts.