Some of the most important skills of a social media manager don’t show up on a resume. Here’s a look at “secret” social media manager skills that help them succeed.
Sixteen years ago, Facebook launched, and since then a flurry of other social media platforms joined the mix. “Social media manager” is now an essential position for companies to fill and the expectations are higher than ever.
But what secret powers set some social media managers apart from others? What makes them succeed when others fail?
Before establishing Contentworks Agency, I was a social media manager for many years in the fast-paced world of finance. In this article, I’m going to share my six secret skills of successful social media managers with some actionable takeaways. Some of these might surprise you!
Hint: They don’t play Candy Crush and chat with their friends on Messenger. Social media managers literally represent the company on social media as the voice of the brand. They post regular fresh content, answer questions and complaints, coordinate images and videos, and work to key corporate KPIs.
Those KPIs might be very specific such as “acquire signups from Australia.” Or they may be less tangible, such as “improve our negative online reputation” or “increase brand awareness.”
Social media managers frequently lead campaigns, which are then rolled out across all company departments.
These include …
Nope, no Candy Crush game on the list. So, what skills do successful social media managers have—beyond the regular skillset—that sets them apart as superstars?
I’m starting with this one because it’s the most important and also the most underrated.
Social media management can be incredibly high stress, and mental health concerns often plague individuals in this role. The “always on” nature of smartphones means that social media managers never really finish work. They are answering messages and watching trends even on the weekend.
Add in stressed-out customers, negative media trends, and, more recently, a global pandemic and hyper demand for social media support, and you’ve got a potential hotbed of stress.
Successful social media managers know how crucial it is to unplug and step away from social media for a little bit.
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The most successful social media managers inspire employee advocacy. That means turning employees into brand ambassadors who support your social media marketing efforts and help you achieve your KPIs.
LinkedIn found the employees of a company tend to have 10 times more followers than the company itself and 79% of companies reported more online visibility after the implementation of an employee advocacy program. To inspire employee advocacy, a social media manager needs to be friendly, approachable, and willing to invest time in employee training and incentives.
You really need to present yourself as a champion of the people.
And the payoff is great. Authentic faces on your social media networks, employee interviews, staff sharing, and those all-important happy Glassdoor reviews. Check out Barclays Bank on Instagram, and you will see that it’s packed with awesome employee advocacy in action. I love how this showcases the brand as an equal opportunity employer whose staff are happy to be pictured.
In an ideal world, your marketing team will have a manager, several writers, an SEO person, a social media manager, and several designers and videographers.
The truth is, most companies don’t have a dream marketing setup. In fact, even the biggest banks and fintechs I’ve worked with don’t have it. But, if you want to be a super-successful social media manager, you need great videos, images, and a good grasp of SEO to make your channels pop.
So, the third secret power of successful social media managers is the ability to learn new tools. Once you know what’s missing, you can find the appropriate tool to plug the gap and learn how to use it. Hone your skills at short videos and social media images, and you will find that you can create some pretty awesome stuff.
Here’s a fun social media video we made in around 30 minutes using Powtoon:
The best social media managers are incredible writers especially fo social media captions. From attention-grabbing adverts to engaging questions through to concise hashtag rich text that fits in 280 characters. This is a key skill for successful social media managers.
Another brand known for its sassy captions is Wendy’s. This salty brand uses one-word captions or witty put-downs that spark engagement with fans. But don’t be fooled. Social media managers know how much strategy went into this!
The public perception of social media managers tends to be bouncy energetic individuals running around launching campaigns. Though this is often true, the other side to social media management is strategy and organization.
Your social media strategy is the backbone for all your efforts, and it’s important to stick to it. Similarly, working in such a busy role, you need to be organized to stay on top of your workload and your content calendar.
Remember that social media managers often need to communicate their strategy, KPIs, and results to their team members, bosses, or shareholders. And hint: Shareholders only care about numbers. That means you need to be able to explain how your work on social drives business results and where you need to expand or inject budget.
Similarly, using a management tool like Agorapulse helps you to generate impressive reports to show shareholders. Remember, they want to see numbers that reflect business growth and consumer spend. They are not particularly interested in sentiment.
Your day is taken up crafting someone else’s brand. You’ve honed their tone of voice, boosted their brand awareness, and made them money through social media. But what about you?
Chances are you won’t work there forever and where is your digital footprint? Successful social media professionals care about their own branding. Just look at legends like Mari Smith, Jeff Bullas, Joe Pulizzi, Neil Patel, and Mike Allton to name a few.
Social media managers need to care about their own channels, blog, and fans. They often have the skills and expertise to be thought leaders in their own space. Mari, for example, is accessible to fans, answers questions, and regularly posts live videos like this one:
We asked the Agency Love Facebook Group about what they’d consider a necessary secret social media manager skill. Here’s what they said:
“The ability to carry on and extend a (virtual) conversation. Putting out a piece of content doesn’t mean the job is done; it means it’s just beginning. And engagement can’t simply consist of a quick, ‘Thanks!’ to every comment. They need to learn how to artfully spin those conversations out to amp up that engagement, as well as deepening those relationships.” (Christine Gritmon)
“Being a sociopath? Kinda not kidding. The amount of sh*t you have to wade through from the general public is astonishing and only growing larger. The ability to legitimately not care and not let people get under your skin is essential.” (Christopher Penn)
“The ability to set your personal emotions aside and stay on brand. They’re multiple instances a day in CM and content creation where it would be very easy to slide your personal biases, good or bad, into it.” (Jeff Higgins)
“The ability to communicate value before a value is obvious. Often times, clients don’t want to try things until someone else (or MANY other people) have done it … By then, it’s played out.” (Racheal Callaghan)
“A thick skin for when clients go ‘thanks but we can do it ourselves now’ and you then see their posts. ” (Stuart Thompson)
“Conveying that social media success is a long-game approach. So many clients seem to think that organic social is some magic bullet that will fundamentally change their business overnight. Or that without 5million followers their niche page won’t be a success. There are so many mistruths and ‘quick fixes’ that clients get sold by unscrupulous people. Makes me crazy!” (Alexandra Anema)
“Simple but necessary: great customer service skills.” (Kira Seprish)
“Kindness Running a business is difficult.” (Dawn Swick-Renshaw)
“The ability to extract the gold from someone’s head when they don’t think they have anything interesting to say.” (Jo Saunders)
“The ability to … pivot.” (Frank Kecseti)
“Good writing skills and a background in communications and marketing.” (Sandee Jackson)
We never stop learning right? Here are some great resources for busy social media managers.
Social media management as a career isn’t going away and with more tools and opportunities being added each day, this is a space where you can shine.
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