What Skills And Qualifications Are Required To Become A Social Media Manager?

Social media management isn't just about taking great photos and videos or learning about the hottest platform of the moment; It's about translating marketing fundamentals and core skills across platforms to create a data-driven approach that fits into a larger marketing strategy.

What Makes a Good Social Media Manager?

Regardless of your age and level of experience, transitioning into a career in social media requires some learning experience. Managing your own social media account is very different from managing an account for an employer or client. A successful social media manager follows trends, platforms and social media management tools to schedule posts, monitor analytics, etc.

In other words, you need to embrace lifelong learning, whether you plan to stay in social media for the long haul or want to move into other marketing roles in the future, and that you intend to work full-time or freelance. Working on social media provides great insight into various marketing functions and is an ideal starting point for the industry.

"Social media is one of the broadest marketing roles you can take on," Halltari said. "Working so closely with all these different teams gives you real insight into how email works, content marketing and PR, and design and writing. And you'll gain experience in the self-representation, reporting, and the analytical part of marketing, as well as the creative, interactive, and branding part.This is the kind of position where you gain a basic understanding of marketing.

"It’s the kind of role where you gain a really foundational knowledge of marketing.”

Building A Social Media Skillset on Marketing Foundations

There are many different marketing skills and backgrounds that can significantly inform a career in social media, and many of them have their roots in general marketing. Here we pick out some of the most important ones to unbox.

• Brand Marketing - In order to build lasting relationships with their customers, businesses need to build brand awareness, and there are few ways to do this other than social media. Storytelling and imagery are the mechanisms by which this perception and relationship is built, so these are key areas to improve skills upon entering the field.
• Analytics: Data is available. As a social media manager, you need to know where to get your data and what to do with it. You should be able to glean insights from stats like subscribers, pageviews, clicks, likes, shares, comments, and impressions, and create an action plan in response. .
• Reporting – This skill is not just about collecting data and sharing it with management; It's about keeping the data. According to Halltari, you can set yourself up for success by working early with management to define goals and the metrics you'll use to measure success. Only then can you create meaningful goals, forecasts, and benchmarks.
• Communication: In addition to being the public voice of the organization, you must work effectively with internal stakeholders to develop and align strategy, as well as collaborate within the marketing department and beyond.
• Copywriting: Nothing can replace good storytelling and good content. Your text should be concise, impactful and suitable for the right audience or platform. Experience in creative writing, English or literature can be invaluable.
• Project management: Organizational and time management skills are essential. You must be able to plan ahead and publish content consistently, juggle concurrent projects, align schedules, and communicate, collaborate, and delegate with marketing team members.
• Design - Although you don't need to be a master of graphic design, it helps to know the basics. In the end, social networks are a very saturated visual channel: unique images are necessary to stand out from the competition. An understanding of design practices and tools is a valuable skill, especially in small businesses where social media marketers often have many responsibilities.
• Strategy: How does your social media strategy fit into the big picture? Understanding context, audience, and analytics can help make social media an important part of an organization's overall business strategy.
• Customer Service: A background in sales or customer service can be valuable as these roles overlap with some key elements of marketing, such as: B. Conversion, awareness and customer acquisition. If you've worked in retail, you know the importance of dealing with customer complaints immediately, and it's no different on social media: you need to be ready to change at any time, to respond to customer demands or changing trends.

If you're new to the industry, learn the basics of digital marketing first, especially if you're using social media as a jumping-off point for other marketing career goals. An entry-level job in social media can have even more impact than a classroom focused on honing skills and learning new things. As such, it's a great way to learn about different marketing roles and decide which one is right for you.

How to Become a Social Media Marketing Manager: 5 Steps

Some useful profiles for social media specialists include business, marketing, advertising, public relations, communications, psychology, writing, public speaking, and photography or video skills. But you might be surprised to learn that social media experts can come from fields as diverse as political science, fashion design, or retail. In this field, you can start anywhere and with little or no experience. It's like:

1. Closing the skills gap

Developing a few key marketing skills will come in handy, and you don't need to have a college degree to learn them. According to Halltari, hiring managers are most interested in examples of project management, organization, good communication, strong writing, adaptability, willingness to learn, and the ability to work independently and with others. a larger marketing team. A bachelor's degree is just the icing on the cake.

2. Learn about social media platforms and marketing analytics

Discover the strengths and weaknesses of the main social media channels: Facebook, Instagram, LinkedIn, Twitter, YouTube and Pinterest. Study how your competitors use these social networks. Familiarize yourself with tools for scheduling and publishing content, social media listening, analytics, and more. But remember, basic familiarity is only the first step. You need to keep improving your skills.

"Employers don't want to know if you're using these platforms to grow and manage your personal social media accounts," said Ewelina Lacka, professor of digital marketing and analytics at the University of Edinburgh Business School and lecturer at social fundamentals. Media Professional Certificate. Digital marketing. program in edX. "They want to know if you understand how to use social media to achieve marketing goals."

Online courses can help familiarize you with tools like Google Adwords, WordPress, and Facebook Ads, and teach you recurring skills like graphic design and SEO that stay relevant even when the platform du jour inevitably changes. 

3. Gain Relevant Work Experience

The best way to master social media management is to do it. An internship is a journey. Another option is to reach out to small businesses or nonprofits that need someone to manage their social media presence. Don't be afraid to do freelance work while you're in college, but also be sure to draw a line after which you stop doing freelance work and start billing clients as self-employed or at seeking paid employment.

If you're transitioning to a new career and currently can't accept unpaid work, online certifications are another great way to improve your skills. Or simply create your own social media account and start growing your online presence! After a few months, you should be able to demonstrate your ability to post regularly and grow your following.

4. Create a portfolio

Your portfolio is key to success on social media, whether you work in-house or as a freelancer. A portfolio demonstrates your work and its impact. Remember that the experience doesn't have to be professional: passion projects and side jobs can be a fun way to learn how to use platforms and discover the best strategies for each platform. Consider creating a website to showcase your most successful social media posts.

5. Introduce yourself to prospects

Whether your goal is to get a social media job or start your own business as a freelancer, you are a brand and your ability to market yourself as such will serve employers or clients , show that you can also successfully market their products or services.

However, keep in mind that social media is a highly competitive field. Instead of applying for jobs online, try attending small business conferences and events. Introduce yourself personally. Give your card to people. Let them get to know your brand personally.