SOCIAL MEDIA MARKETER BLUEPRINT

The definitive guide to hiring & managing social media staff for SME

The role of the 2021 social media marketer (SMM) is more diverse than it has ever been, encompassing planning, strategy, community building, traffic generation, lead generation, and sometimes, revenue generation. It is no longer just about posting feel-good images and motivational slogans.

Social media marketers are now responsible for establishing and maintaining the strong social media presence that is essential to growing online communities & therefore gaining additional revenue opportunities.

TOPICS

Why Hire a Social Media Marketer?

A well planned and executed social media marketing role will result in the following key benefits:

Growth in your online community (more followers, fans etc)

– The opportunity to monetise your growing community by way of campaigns

– Education of your target audience, thus positioning you as the knowledge leader in your industry

– A boost in organic traffic resulting from shares, reposts & people generally discovering more of your content from your social channels

 

Social Media Marketing Direction & Priorities

Social Media Marketing is the use of social networking websites as a marketing tool to promote a product or service.

It is a strategic and customer-centric approach wherein your brand develops a valuable and meaningful relationship with your customer on a one-to-one basis.

By keeping your customer’s interests and needs at the forefront and giving them the opportunity to engage with your brand in a conversation, you will surely build a community that will have you and your products front of mind.

Furthermore, it gives us the groundwork to tailor-fit our strategies in engaging with your customers in a relevant and timely way.

Engaging with your Customers

Our customers want to be seen and heard. By developing a relationship with them through social media, you are fostering a potential lifelong customer and advocate of your brand. 

Data Analysis and Reports

Listening and monitoring your social media metrics is key to developing a progressive and effective marketing strategy. By analysing the right information and at the right time, you can grow your business successfully with social media. These reports would help the stakeholders and marketing team understand what our customers are saying and where we should be taking our business. 

Job Description of the Social Media Marketer

While there are several social media roles within modern marketing teams, we will focus in on the 3 hierarchical roles, being:

– Social Media Coordinator (reports to the manager)

– Social Media Manager (reports to the director, or Head of Content, or Chief Marketing Office)

– Social Media Director

The duties and responsibilities of the director of social media are:

  • Maintaining communication with stakeholders to set direction and goals for your social media plans
  • Establishment of key social media brand assets
  • The hiring and management of the social media team
  • The development of ROI & ROAS financial modeling across and paid and non-paid social media campaigns
  • The creation of monthly social media reports for senior management

What are generally NOT the responsibilities of the director of social media:

  • Social funnels and paid media campaigns. This is the role of a manager of marketing funnels specialist
  • Social posting
  • Engagement

The duties and responsibilities of the social media manager are:

  • Maintaining communication with stakeholders to set direction and goals for your social media plans
  • Create marketing campaigns and strategies to attract and acquire customers
  • Develop a relationship between your customers and your brand through quality engagement on social media
  • Obtain key web traffic metrics and analyse the data to provide market development reports
  • Maintain social media presence through scheduling engaging content that is consistent with the brand’s marketing goals
  • Creating and maintaining a social media calendar to support our marketing campaigns and strategies
  • Provide guidance to other key personnel on social media implementation

Reporting to a seasoned marketing manager, the duties and responsibilities of the social media coordinator are:

  • Report to the head of social or content, and roll out pre-determined plans
  • Social Media Calendar: Creating and maintaining a social media calendar to support our marketing campaigns and strategies
  • Content creation & posting: Maintain social media presence through scheduling engaging content that is consistent with the brand’s marketing goals
  • Engagement activities such as Facebook/Instagram/LinkedIn posts and message responses
  • Implementing social media campaigns as directed by the marketing manager

What are generally NOT the responsibilities of a social media coordinator:

  • Social funnels and paid media campaigns. This is the role of a manager of marketing funnels specialist)
  • Social media strategy (this is the role of the marketing manager or director
  • Manage other marketing staff such as writers & designers. This is typically performed by social media manager or content marketing managers

Social Media Marketer Hiring Qualifications

  • Degree in Communications, Marketing, Journalism, or other relevant fields
  • Excellent English communication and writing skills
  • Experience with Major Social Media Platforms
  • Working knowledge of website and marketing analytics tools i.e. Google Analytics
  • Experience with leading and managing Search Engine Optimisation (SEO)
  • Proficiency in MS Office
  • Creative Problem-Solving Skills
  • Attention to detail

Where They Fit Into the Org Chart

Your Social Media Marketing team works in direct contact with your customers. As the frontline of your brand, their role is to engage with your customers with the goal of building a community of people that will advocate for your company.

Aside from introducing your products and services to your target market, they also gather key social media metrics and information about your customers.

They report back to you with their findings and make recommendations on how to customise your social media marketing strategy to improve your business. They serve as the eyes and ears of your business; keeping a lookout for both positive and negative engagement out on the public sphere about your company.

Serving as your public relations up front, they know how to relate with customers and engage with them proactively to help elevate your brand.

Measuring Performance

What is your main objective for getting a Social Media Marketer?

  • Engage with customers to develop a relationship between your brand and your market
  • Protect the brand’s public image through listening and monitoring their social media channels
  • Track and analyse social media traffic metrics to create better personalised marketing strategies