2 More Major Challenges For Modern Social Media Managers

By on June 18, 2013

Modern social media managers these days are often not who you think they are. Sometimes they are PA’s that are told to handle a company’s social media, other times they’re a graduate fresh out of university. But how do these inexperienced social managers navigate the epic world of social media? Today, we look at another 2 challenges.


It’s Not Uncommon To Be Inexperienced

These days, it’s very common for a company to decide to do social media – after all, it’s been proven to work. Shortly after this decision, someone in their company is tasked with putting together some sort of social strategy that works. These poor people don’t know a thing about social marketing, content strategy or selling online.

Because of this, social managers face unique challenges in the market that I’ll speak about here.

Determining Your Job Description: The best piece of advice I can give you, as a newly appointed social manager is – sort out your pay check, and sort out the parameters of your job. Sit down with your bosses and make it clear that you will be learning a lot in the coming months, and that they can’t expect miracles to happen from day one. This could save your job in the end!

Example: Social media management is not a ‘side job’ or something ‘quick’ someone can do every now and then. Improve your senior manager’s education on what being a social manager entails so that you can discuss a pay rise.

Otherwise you might end up neglecting your old job, while trying to figure out your new one. Your company will become disillusioned, and will call social media a ‘waste of time’ if you don’t clearly define this new work. Will you do 5 posts on Facebook a day, 3 on Twitter, 1 on Pinterest, or an entire content strategy?

Understanding the 3 pillars of social strategy: The 3 pillars of social strategy are – technology, intelligence and people. TIP you can call it for short. Your first day on the job will require that you outline these variables.

  • Technology – which platforms you will use to help you reach your end goal. (Hootsuite, TweetDeck, Google Alerts, etc)
  • Intelligence – which social insights you’ll use to help you improve your strategy over time. (Facebook analytics, Twitter analytics)
  • People – who will become your influencer network as your brand grows online. (Niche experts you can make friends with)

Example: A simple strategy would require you to register your website with Google Webmaster Tools, while using Hootsuite as your core publishing and scheduling platform. Bit.ly will track your links for you. You will gather and interpret Facebook, Twitter, Pinterest and Google+ insights. Your influencer network will consist of 5 bloggers in your niche, that you will connect with on Twitter.

Once you have spoken to your boss and set clear expectations, this will give you time to learn and outline your core strategy. At every phase, get a superior to sign off on what you are doing. Test and analyse as much as you can, and learn from the experts in your field. This is how you will teach yourself how to become a top notch social media manager.

Did these 2 outlined challenges help you begin your social media strategy?

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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