Social Media is a new(ish) field that will always be a new(ish) field because of it’s nature to continuously evolve and change. When it was first introduced as a marketing tool, it was just something many marketing professionals added to their job. Today, the position is driven by content creators who happen to be good at many things. Here are five hats social media pros (SoMePro) wear:
Obviously, writing content is a big part of being a social media professional’s job. The SoMePro must write for blogs, Facebook, Twitter, e-books, emails and etc. Over the last few years, the recommended frequency of sharing content has increased, making the SoMePro’s job more focused on creating content than ever before.
It’s proven that images and graphics offer better engagement than text alone; therefore, it’s the SoMePro’s job to create captivating images to accompany every message shared. Coming up with a photo or graphic for every message can be daunting, but understanding the difference between when a graphic is necessary or not is equally as important.
I’ve found one news station guilty of not understanding the difference. They have a stockpile of images they pull out for tragedies that personally, I fin inappropriate and annoying. The result? Unsubscribed. The other layer to this is that you must either find royalty free images or create your own. With those circumstances, a little Adobe knowledge goes a long way.
In the number of years I’ve worked in social media, every platform has changed it’s layout, statistics and algorithms. Oh yes, the magical a-word, algorithm. Social media is not something you learn once; it’s constantly changing and there’s always something new. In addition to evolving platforms, new platforms are being introduced everyday. The SoMePro should always be scouring the internet for inspiration, knowledge and best practices.
The fixer is also known as the good, old-fashioned customer service representative. It is the SoMePro’s job to foster relationships with customers, happy or unhappy. It’s proven to be much more expensive to gain new customers than it is to retain customers, which makes it very important to resolve issues with unhappy customers. Often, simply acknowledging a customer’s concern can salvage a relationship, while thanking a current happy customer can be just as beneficial.
While writing is an important piece to social media, there’s no point in writing anything if there is no proof that it is working. There were many claims that social media could not be measured, but that has changed drastically, even in just the last year. It is not that it cannot be measured, it’s that it is measured differently than traditional media. The SoMePro will check the stats on every post, every day, to determine what resonates with customers and look for trends that spike engagement. This information is then used to drive future content that builds a relationship and pushes sales.
The SoMePro is constantly searching the web for every mention of their organization. When a mention is found, it must be evaluated for credibility to determine what action to take. Is it a legitimate issue? Is it an employee posing as a customer? The SoMePro knows how to dig into the data to answer these questions. Something the rest of the world tends to forget is that nothing ever disappears from the Internet; this is what SoMePros call entertainment.
These are just five of the hats SoMePros wear, but rest assured, there are plenty more where this comes from. What would you add to the list?