9 Essential Skills of Social Media Marketer
10 years ago there was no such thing as Social Media. No one had even heard of Facebook (unless you were in Harvard back then), not to mention all the rest of the Social Media channels. Social Media Marketing simply didn’t exist.
Today, within just a decade, every decent business employs a Social Media Manager, or outsources their Social Media to a Digital Marketing Agency. If they haven’t done it already – they are looking into it! It’s no longer an option but a necessity to have a brand presence online and consider Social Media as a significant element of your overall Marketing Strategy.
But anyone can publish a post on Facebook, send a 140 characters tweets and even upload a picture on Instagram, right? I am afraid there is more to it. Much more! You need to have one eye on your desktop, stay in touch with your tablet and keep your finger on your smartphone. On top of that, you need to have a vast array of skills to fulfill the duties of a Digital Marketing Executive at even a basic level. So what skills does a good Social Media Marketer need?
1. Writing and Copywriting
Creating content is a big part of the Social Media Marketer’s activities. Whether it’s a social media update, a blog post or a new eBook or specialist guide, you need to be able to produce engaging content. That means you need to knowhow to write killer headlines, allure your readers with a captivating story and conclude with an impressive ending.
2. Visual Marketing
Having good content is important but we all know what makes our eyes stop on one post and skip another – pictures. You need to be able to support your content with enticing visuals and Photoshop, InDesign and Affiinity are here to help. If you can use them, of course.
3. WordPress and Webdesign Management
Writing blogs might be easy enough for you (who among us hasn’t suffered from writer’s block!) but you need to be able to publish your blog posts on your website and make updates to your content (these Social Media channels change the rules all the time!) without calling your support team at 3 in the morning.
4. Search Engine Optimisation
Not only does the content you write have to be engaging, but also seo-friendly. You want your company to be found online, right? Knowing the rules and tricks of Search Engine Optimisation is absolutely necessary to push your brand up the Google rankings.
5. Social Media Marketing
Now that we have content, your message needs to be found at the right time by the right people. Knowing how Social Media works, who your target audience is and where you can find them is crucial in order to be able to reach your potential customers when they need you.
6. Social Media Analytics
As with any marketing activity, you need to be able to monitor and measure your efforts and rank yourself against your competitors. Today, each Social Media Channel has it own built-in analytics tools to help you, and woe betide you if you don’t know what to measure or how. Measuring is knowing, and knowing is improving. If you don’t follow these steps – you’re almost guaranteed to be doing it wrong.
7. Paid Advertising
Although there are a lot of people who still believe that Social Media is free, the early adopters have embraced Social Media advertising and they are licking their lips like the cats who got (all) the cream! You need to know the fundamentals of targeting, have at least a couple of dozen Facebook, Twitter and Instagram campaigns under your belt and know the tricks of Google Adwords.
8. Email Marketing
Direct Marketing has gained huge popularity within the last couple of years and goes hand in hand with Social Media Marketing. Knowing how to create a newsletter template, being able to manage your database(s) and knowing how to make sense of your email marketing reports is essential for any good Social Media Marketer.
9. High Level of Computer Literacy
All these above-mentioned skills require competence in dealing with various third-party software solutions, tools and apps. Names such as HootSuite, SocialOomph, MailChimp, Buffer, Bit.ly and many, many more should be your best friends and keep you company around the clock.
Take our word for it, being a Social Media Marketer is a 24/7 job and it’s not for the faint-hearted. It requires you to be passionate about what you are doing, stay creative no matter what and always be on top of the constantly changing trends and hashtags.
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