Undoubtedly, social media management has become an integral part of businesses’ marketing and communication strategies. As a result, social media manager skills have evolved significantly over the years.

Social media managers (SMMs) are no longer just responsible for posting content on social platforms; they are now expected to be marketers, strategists, copywriters, customer service representatives, and more.

To keep up with the ever-changing landscape of social media, Social Media Managers need to continuously sharpen and diversify their skillset. In this article, we will explore the top 10 essential skills that every social media manager should possess to thrive in their role.

1. Communication: The Foundation of Social Media Management

Effective communication is arguably the most crucial social media manager skill. SMMs are responsible for promoting a brand’s products or services through text, photos, and videos on various social media platforms.

To successfully convey the brand’s message to the intended audience, SMMs must have excellent written and verbal communication skills. This includes writing engaging copies, creating captivating social media captions, and understanding the sentiments and lingo of the target audience.

When communicating externally on social media, consistency is key. SMMs should maintain a consistent brand voice when interacting with followers, whether it’s through planned posts, trending topics, or addressing customer complaints.

Additionally, effective communication with external stakeholders such as creators or influencers is essential. Clearly defining expectations, campaign goals, and collaboration methods will ensure a smooth working relationship.

Internally, SMMs need to articulate their ideas and plans to decision-makers and cross-functional partners. This could involve presenting social media strategies, content distribution plans, or revenue impact projections from campaigns.

Strong communication skills enable SMMs to effectively collaborate with teams from diverse departments such as legal and creative, ensuring alignment and successful execution of social media initiatives.

Resources to build your communication skills:

• Presentation template: Use this social media strategy deck template to effectively communicate your social strategy to the leadership team.
• TED Talks on Communication: Gain insights from inspiring speakers on improving your social conversations, digital communications, and storytelling abilities.

2. Social Media Management Tool Stack: Streamlining Your Workflow

As a social media manager, having a comprehensive understanding of social media management tools is crucial. These tools can help streamline your workflow, increase productivity, and enhance the overall success of your social media efforts.

In the early stages of your career, when you may not have the budget to hire a design and copy team, knowing how to use these tools becomes even more important. To begin, familiarize yourself with popular design tools like Canva, which allows you to create visually appealing graphics without extensive design skills.

Additionally, basic video editing knowledge using platforms like Adobe Premier Pro or iMovie can help you create engaging video content. Sharpening your writing skills is also essential, as it forms the foundation of your social media content.

Observing competitor brands can provide insights into the tone of communication preferred by your target audience. This can serve as a blueprint for crafting your own content. Experiment with various free tools available to find the ones that fit your needs and preferences.

Workflow management tools are essential for effectively managing social media platforms. These tools allow you to schedule posts, automate tasks, and have an overview of your client’s social media channels in one place. For example, Statusbrew offers a social media management platform that enables you to schedule posts, collaborate with team members, and monitor metrics.

3. Skill-Relevant Qualifications: Building a Strong Foundation

While a college degree is not a prerequisite for working as a social media manager, acquiring relevant qualifications can give you a competitive edge in the job market. Consider pursuing specializations in areas such as marketing, digital communication, design, or writing to enhance your skill set.

These qualifications demonstrate your commitment to continuous learning and your dedication to mastering your craft.

Identify your niche within the social media management field and focus on developing expertise in that area. Online learning platforms such as LinkedIn, Coursera, and Udemy offer digital marketing courses that can help you acquire new skills and earn certifications.

Additionally, internships provide valuable hands-on experience and allow you to learn and grow in a real-world setting.

Remember, having a strong foundation in one particular skill can set you apart from other candidates. For example, if you have a background in design, you can position yourself as someone with good design thinking who can create visually appealing social media content.

4. Ideation: Unleashing Your Creativity

Creativity is a fundamental aspect of being a successful social media manager. It involves indulging in abstract thinking, developing innovative ideas, and creating original campaigns that resonate with your audience.

As a social media manager, you have the opportunity to build culture and value, providing users with more than just promotional content.

To nurture your creativity, immerse yourself in the online world and stay updated with the latest trends and industry developments. One idea can lead to another, sparking inspiration for exciting campaigns. Engaging your audience and selling your ideas require a balance of pragmatism and innovative thinking.

If you find yourself feeling stuck, consider using the concept of reciprocity. Engage your audience by conducting polls and questionnaires to understand their preferences and expectations of your brand. This interactive approach can generate valuable insights and fuel your ideation process.

5. Workflow Management: Organizing Your Social Media Strategy

Effective workflow management is crucial for social media managers. It involves creating a roadmap of tasks to be accomplished on a daily, weekly, and monthly basis. If you’re managing a social media team, you’ll need to establish a clear chain of command, delegate tasks, and establish approval processes.

To lay the groundwork for successful workflow management, follow these steps:

1. Set specific goals for defined time frames.
2. Determine which social media platforms are most relevant for your brand.
3. Identify the personnel responsible for each task.
4. Choose the right tools to streamline your workflow.
5. Curate user-generated content and create original content.
6. Identify relevant hashtags and communities to target.
7. Develop a social media calendar to plan your content.
8. Schedule posts in advance to ensure consistency.
9. Monitor and review metrics to assess the performance of your social media strategy.
10. Establish a crisis management protocol to handle unexpected situations.

Utilizing scheduling and publishing tools like Statusbrew can simplify the process of managing your social media content. You can create a content calendar, schedule posts, and reschedule them if needed, ensuring your content is delivered to your audience at the most optimal times.

6. Public Relations: Protecting and Enhancing Your Brand’s Image

As a social media manager, you are an extension of your brand’s public relations team. Every piece of content you publish has the potential to contribute to or detract from your brand’s image. Therefore, it is essential to have a deep understanding of social sentiments and the ability to create engaging content that resonates with your target audience.

Part of effective public relations is knowing what not to say. Crisis-handling skills are crucial when your brand faces challenging situations. Being able to respond professionally to negative reviews or customer dissatisfaction is essential for maintaining a positive brand image.

A prime example of crisis communication gone wrong is the Equifax incident in 2017. The brand’s social media team had scheduled posts that were tone-deaf and out of touch with the reality of the security breach that compromised the data of millions of people. Learning from such examples and having a crisis management plan in place can help you navigate difficult situations effectively.

7. Customer Relationship Management: Building Trust and Loyalty

Social media platforms have become primary contact points for customers, making social media pages the new customer relationship centers. Cultivating empathy and professionalism while interacting with your audience is crucial for building trust and retaining customers.

Utilizing customer relationship management (CRM) tools can help you streamline conversations across various channels. These tools ensure that your team never misses important feedback or communication from customers.

Responding to your audience in real time can significantly improve customer satisfaction and strengthen the relationship between your brand and its followers.

Bonus content: 7 Amazing Ways to Build Customer Relationships That Last

8. Analytics and Reporting: Measuring Success

Measuring the effectiveness of your social media strategy is vital to understand its impact and make data-driven decisions. Familiarize yourself with analytics tools provided by social media platforms, such as audience engagement metrics, views, advertisement conversions, and follower counts.

These metrics provide valuable insights into the performance of your current social media strategy.

Generating comprehensive performance reports and presenting them to your clients or stakeholders is an essential skill for social media managers. The ability to communicate the results of your efforts effectively ensures that your clients understand the value you bring to their brand.

Bonus content: The Best Times to Post on Social Media in 2023

9. Networking: Building Connections and Collaborations

Networking is becoming increasingly important in the field of social media management. Building connections with influencers, industry professionals, and potential partners can open doors to exciting collaborations and opportunities.

Networking allows you to form mutually beneficial relationships that can help you negotiate better deals for your clients and expand your professional network.

Invest time in attending industry events, joining relevant online communities, and engaging with thought leaders in your field. Building a strong network can enhance your credibility as a social media manager and provide valuable insights and resources for your work.

10. Social Listening and Responsiveness: Understanding Your Audience

Social listening is not just valuable for generating ideas; it is also crucial for the survival of your brand. Monitoring conversations and sentiments surrounding your brand’s industry helps you stay informed and avoid making tone-deaf or insensitive posts. Responsiveness is vital, especially during times of crisis, as information spreads rapidly on the internet.

Utilize social listening tools to monitor and analyze conversations related to your brand and industry. Tools like Statusbrew’s social listening feature enable you to stay on top of relevant discussions and anticipate customer needs. By forecasting potential dialogue tangents, you can pre-emptively address customer concerns and deliver content that resonates with your audience.

In conclusion

Being a social media manager is a multifaceted role that requires a combination of technical skills and creative thinking. By mastering these 10 essential skills, you can position yourself as a valuable asset to any brand.

Continuous learning, staying up-to-date with industry trends, and leveraging the right tools will help you navigate the ever-evolving landscape of social media management.

Remember, being a generalist who excels in multiple areas is often more valuable than being a specialist in just one. Embrace the challenges, stay adaptable, and always strive for excellence in your social media management journey.