managing brand social media is a lot more than responding to tweets

Quite often I am asked what it’s like to be on Facebook all day.  Or Twitter.  Or whatever else social platform you want to enter in here ________________.  Anyway, I usually just laugh and say something like, “it’s work.”  The truth is, managing social media for a successful business is a beast of a job nowadays, especially if you are doing it right and growing, expanding, innovating…and staying on top of the community.  The funny thing is, to a person that really knows very little about social media, I am just playing on a website that their 14 year old kid sits on for hours a day with that smart phone they shouldn’t have yet.

In reality, managing a social presence across many different platforms and channels for a business, is like running a business in itself.  You need customers (fans and followers) and you need to provide a product or service (great content).   In return you get paid (engagement).  If you are really lucky you turn that into profit (actual revenue by web traffic to your site or sales direct from the platform).  Simple equation, right?

What a lot of people don’t understand is that it is MUCH more than just monitoring Facebook and Twitter.  If that was the case, then social manager jobs in big cities wouldn’t ask for 3-5 years experience managing a social presence for a business and brand(s).  At this point, not much beyond 5 years can really be required, since such a large number of businesses hadn’t even adopted social media yet in 2007.  Well, most of the platforms that we all know and love didn’t even exist yet.  We still don’t have “experts” in social media yet.  We are close, but not quite there yet.  Yet!

Believe it or not, but a lot of thought goes into individual posts, social campaigns, and content.  The most important is the latter.  Without great content you won’t have engagement.  Without engagement…why are you on social media?  Just to sit there and be a brand?  If you think you need a Facebook page or Twitter handle just to have one, because that’s what businesses do now, then you’re missing the point.  You need a plan.  You need goals.

This might seem like I’m complaining about people thinking that managing social media is easy or elementary, as I manage social media for a brand.  However, I am more so just defending other social media managers, and hoping to educate people a little bit more about what it is that we do.

I will expand on this sooner than later, as I’d love to pick some of my favorites from around the socialsphere from brands I like, campaigns that were awesome, etc.  Look for it.

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