How to Become a Social Media Manager: An Analytical Guide
Social media management has been transformed by data. With platforms providing detailed analytics dashboards and AI-driven tools automating tasks, success today requires blending creative strategy with number-crunching ability.
This guide examines the field from a technical lens, outlining key skills – both hard and soft – to become a data-driven social media manager.
The Evolving Social Media Landscape
To understand modern social media, appreciating key trends is crucial:
Soaring Ad Spends: Social media ad spends exceeded $135 billion in 2021. Spends are expected to grow over 20% annually as platforms keep unveiling advanced targeting and optimization features [1].
Algorithm Shifts: Platforms now prioritize “meaningful” content while demoting hard sells. For instance, to improve user well-being, Instagram has been hiding likes and pushing recommended posts – forcing brands to evolve strategies [2].
The Rise of Multiformat Content: Static posts are losing traction. 72% of users now engage more with videos as platforms optimize for rich, interactive content like Instagram Reels [3].
Expanding Platform Landscapes: Emerging platforms like TikTok and Snapchat offer new, vertically-integrated content formats. However, rampant bots and fake engagement impact trust and force more vigilance [4].
Growth of Messaging & Communities: Private messaging channels are gaining appeal by enabling personalized conversations with consumers. Similarly, community engagement in groups aligned to shared interests is rising [5].
These trends shape social manager skills needed today – and why data analysis is indispensable for success.
Crucial Skill 1: Managing Specialized Tools
Modern social media management relies extensively on specialized SaaS platforms like the ones compared above in Fig. 1. Choosing the right tools can enhance productivity and provide analytics for data-driven posting.
For instance, Hootsuite and Sprout Social offer robust analytics within their suites by integrating directly with Facebook Analytics, Instagram Insights etc. Metrics covered range from audience demographics to engagement rates, allowing fine-tuning content strategies.
Buffer stands out with features like social listening feeds and Google Analytics integration. It enables monitoring audience conversations and website traffic impacts in one dashboard.
Tools like Canva simplify graphic creation by letting you customize pre-made, brand-aligned templates. Its sizing presets also facilitate publishing content seamlessly across platforms like desktop and mobile.
Understanding tool capabilities also aids selecting the best ones aligned to an organization‘s unique social media objectives.
Crucial Skill 2: Analytics, Metrics & Testing
Data analysis forms the bedrock of modern social media strategies:
As Fig. 2 shows, metrics like engagement rate, click through rate and conversion rates enable assessing content effectiveness. Tracking KPIs over time highlights patterns – letting you double down on what works.
Tools like Google Analytics facilitate analyzing micro-conversions from social campaigns: email sign-ups, downloads, site visits etc. Facebook Analytics provides campaign cost per result revealing ROI.
BuzzSumo lets you analyze competitors‘ top-performing content styles and topics so you can emulate working models. Iconosquare helps audit branded hashtag performance on Instagram and benchmark it against competitors.
For continual optimization, techniques like A/B testing content variants and analyzing sentiment data provide additional intelligence to refine strategies.
Crucial Skill 3: Community Management & Moderation
Online brand communities allow personalized engagement with devoted superfans – leading to higher retention and conversions.
Structured community management is indispensable for healthy, sustainable platform growth as shown in Fig. 3 above. Core responsibilities span:
Setting Ground Rules: Define community values, posting guidelines and etiquette expectations transparently.
Engaging & Responding: Answer member queries, seek feedback and recognize notable contributions by likes or shares. Tools like Sprout Social offer CRM-like relationship management capabilities to stay organized.
Moderating Content: Keep discussions constructive and on-topic by tactfully moderating as needed. Hootsuite lets teams collaboratively handle moderation efficiently at scale.
Analyzing Discussions: Gain insights into community interests, brand sentiment and potential product ideas through social listening tools like Awario or Keyhole.
Creating Exclusive Content: Reward members through access to specialized material like insider scoops, expert Q&As etc. Hearken offers built-in poll and survey templates to easily source unique content ideas from customers.
The work continues after community launch by nurturing relationships and actively responding to user needs identified through social data.
4 Non-Technical Skills Vital for Success
However, data and tools alone don’t guarantee social media glory. Mastery of certain "soft" skills sets stellar managers apart:
Creative Thinking
Devising fresh content concepts that spark audience interest demands bursting through creative blocks. Brainstorming techniques, consuming diverse inspirations and pushing intrinsic motivations enhance ideation.
Communication Excellence
Summarizing data insights and strategic recommendations to both executives and creative teams necessitates top-notch communication talents.
Project Management
Juggling multiple campaigns and stakeholders simultaneously requires deft organizational skills for efficiency. Tools like Trello help managers visualize team workflows.
Lifelong Learning
In this dynamic landscape, staying updated with latest industry skills separates the best. Curiosity to explore new platforms and content formats continually expands one’s repertoire.
The formula for success intertwines these analytical and creative competencies.
Rapid advancements in AI and machine learning are supporting managers further by enabling:
Automated Content Creation: AI copywriting tools like Jasper can generate posts based on audience-pleasing guidelines and themes. Higher-level tools also craft tweets or emails to send personalized messages at scale.
Intelligent Image and Hashtag Recommendations: Tools like SocialPilot suggest hashtags, emoji and images that align with post text – making it easier to optimize engagement.
Predictive Analytics: New AI models help forecast the viral potential of content or estimate sales using past social data. These provide additional signals to optimize campaign spends and finetune approaches.
Automated Prospecting & Lead Generation: AI sales assistants like Conversica integrate with messaging apps to qualify and engage high-intent prospects using natural conversations – helping convert fans into customers.
Blend analytical and creative talents to skillfully direct these AI tools towards reaching higher social media success!
References
- eMarketer, J. Clement, Aug 8, 2022
- The Verge, Feb 16, 2022
- Sprout Social, 2022
- Forbes, Jan 28, 2022
- Sprout Social, 2022
