From likes to leads: How companies can benefit from the skills of a Social Media Manager

Social Media is becoming increasingly important in customer acquisition, customer retention, and brand building. Therefore, more and more companies, in addition to their traditional websites, also have profiles on platforms such as Facebook, Instagram, LinkedIn, TikTok, and others. While companies are aware of the importance of having a presence on social media platforms, many are not aware that merely having a presence with sporadic posts from employees is not enough. To be successful on social media, it is important to provide users with high-quality, regular content that adds value. That’s why you should professionalize your social media activities by hiring a Social Media Manager.

What is a Social Media Manager?

A Social Media Manager (or Social Media Marketing Manager) is responsible for planning, implementing, and monitoring the social media strategy of a company or organization. Their main task is to manage and strengthen the brand’s online presence on various social media platforms.

Social Media Managers work closely with other marketing teams and departments to ensure that the social media strategy is integrated into the overall marketing strategy of the company. They play a crucial role in positioning the brand on social media, building customer engagement, generating new leads, and increasing reach.

Is Social Media Manager a trained profession?

Social Media Manager is not a profession in the traditional sense of a state-recognized apprenticeship. It is also not a protected job title, which means that theoretically anyone can call themselves a Social Media Manager. However, there are various professional education and qualification options for Social Media Managers that provide the necessary expertise.

Education

Social Media Management can be studied at universities, colleges, or specialized schools. There is also the option of part-time or distance learning at a vocational academy. The names of the study programs that qualify for the profession of Social Media Manager vary and can range from Social Media Marketing to Online Media Management.

HERE is an overview of where you can pursue such a study.

Training and Certifications

There is a wide range of providers offering certified training programs for Social Media Managers. These are tailored to individuals who are looking to retrain, for example, to enhance their prospects of securing a new job, as well as those already employed by companies who wish to take a more professional approach to social media. Training programs can be sponsored by both employers and the Federal Employment Agency through an education voucher.

HERE, you can find an overview of providers offering certified training programs for Social Media Managers, including reviews.

Company Training

Many Social Media Managers have acquired their skills and knowledge through professional experience, such as internships, traineeships, or other work experience in advertising agencies.

Of course, it is also possible for you to impart the necessary skills for the role of a Social Media Manager to employees within your company. For example, by assigning interns, trainees, or employees interested in this field to an experienced Social Media Manager and thereby preparing them for the profession.

What are the Responsibilities of a Social Media Manager?

Social Media Managers are primarily responsible for ensuring that companies have a professional and positive online presence on social networks. They create posts that align with the company’s corporate identity and manage community interactions.

Some of the basic tasks of a Social Media Manager include:

• Developing and/or refining a social media strategy.
• Audience analysis.
• Keyword research.
• Creating and managing an editorial and content plan.
• Creating posts and content.
• Engaging with the community, including responding to comments, questions, and actively reaching out to users.
• Identifying and potentially leveraging online trends.
• Creating and analyzing online advertising campaigns.
• Providing regular reports.
• Collaborating with influencers, if necessary.

HERE, you can find a more detailed description of each of these areas of responsibility.

A Social Media Manager must be familiar with all platforms.

In which areas are Social Media Managers employed?

In principle, Social Media Managers can be employed in all companies and organizations that actively use their social media accounts. Industries with very close customer or community interactions often hire social media experts. This includes, for example, the telecommunications and information industry. However, companies in the technology and multimedia, media, food production, or insurance sectors frequently employ Social Media Managers.

What qualities should a good Social Media Manager have?

In addition to the technical requirements, such as proficiency in tools (e.g., Meta Ad Manager, Meta Business Manager, etc.), in-depth knowledge of various platforms, SEO knowledge, legal knowledge, etc., a Social Media Marketing Manager also requires methodological, personal, and social skills:

• Analytical thinking.
• Linguistic and design talent.
• Communication skills.
• A sense for trends and storytelling.
• Willingness to learn.

Why should companies not do without a Social Media Manager?

1. Professionalism: A Social Media Manager ensures that the brand is presented professionally and attractively on social media.
2. Time and Resource Efficiency: Managing social media can be time-consuming. A Social Media Manager can take on these tasks, saving time and resources for internal teams.
3. Reach and Engagement: Social Media Managers know how to reach the right audience and boost engagement, leading to leads and conversions.
4. Crisis Management: In the event of negative feedback or crises, Social Media Managers can react quickly and professionally to mitigate damage.
5. Measurable Success: With their ability to analyze data, Social Media Managers can demonstrate the success of their activities and adjust the strategy accordingly.

Overall, Social Media Managers are an essential part of modern marketing and corporate communication. They significantly contribute to increasing brand visibility, strengthening customer loyalty, and ultimately generating leads. Companies that invest in a competent Social Media Manager are on the path to success in the digital world.

7 tips for successful customer communication in social media.