Are you the right person to be running your company’s social media?
Most of us in business for ourselves think we know our business best, so therefore we should be doing our own web content and social media management. But, many don’t really know what the “job” entails so it’s done poorly, if at all.
So to determine if social media is a job you can do yourself, or if it’s something we should be hiring a professional to do, I am joined by Kathi Kruse of KruseControlInc.com, who is the author of Social Media Manager Job Description: A Complete Guide 2019.
Social media seems easy.
Phase 1 : Create a page on Facebook or Twitter and post some stuff.
Phase 2 : ?????
Phase 3 : PROFIT
But there are potential issues, even if you know your business better than anyone else.
- Time – You’re good at what you do, but marketing you business might not be the strong suit.
- People that are not social – sales trainers and even sales people might not get how to deal with a sale funnel or lead generation. They are good at straight sales… someone comes in and buys from them face to face.
- The sales team vs. marketing team conflict is real. Sometimes the two don’t work together to create a consistent message to potential customers.
- IT people are usually not your social people. They make everything work, but can think differently than a general user.
Some additional functions of the job of the modern social media manager
- Social is not in a silo. You have to know how to drive people to the website, but also how to handle them once they get there.
- Landing pages, call-to-actions, email campaigns, and other things outside the “social” part of the job are now required.
- Strategy is a big part of the job and can be very time consuming up front. If planned correctly and enough work is done up front it can minimize the
- Engagement is probably the MOST important part of the job. There’s a payoff to engaging with someone who comments or likes a post on your Facebook or Twitter. Community management can make the user feel that you care. It should be perceived as a privilege to be able to respond publicly to a commenting client or follower.
Tips on being a great social media manager for yourself or another business
- Kathi only plans posts a week at a time to allow response to changing conditions. It’s a great idea to do these all at once to create a story or consistent message, but if planned out too far it’s tougher to change if something isn’t working, something else works great, or an external issue can cause a distraction or message conflict.
- Have a conversion strategy. A plan has to be constructed to pull that visitor or customer to a signup, sale, download or other destination.
- Tools such as Hootsuite or Buffer can make scheduling posts an easy process.
- Post Planner is a great WordPress plugin to automatically send your posts to social media platforms.
- Canva is a great tool for creating very engaging images for your blog or social media posts.
- Pocket can be used to save posts or information is a sortable tool to read and/or share later.
- Feedly is an RSS aggregator to gather information from your favorite websites into one place. It’s great for reading important or entertaining articles, gathering post ideas, and keeping up with industry trends.
So now you know what can be involved with being your own social media manager. It’s not just simply posting an occasional photo, meme or clever thought. Time is needed to construct a strategy, plan your posts, and follow up with your engagers. Some times you are able to manage that additional job. But often, it’s more cost, and TIME effective to hire a consultant, or even to hire another person internally.
If you’re interested in hiring someone internally, Kathi Kruse has also posted a great article on questions to ask before hiring a social media manager in-house.
Do you do YOUR company’s social media, or have questions before you hire or do you own post? Leave them below, or send them to me @BeBizzy on Twitter!