Alexis Kestler
Hey there! Have you been thinking about starting a career in social media management? With over 4 billion social media users worldwide, brands are eager to connect with audiences on these platforms. This means skilled social media managers are in high demand.
In this complete guide, I‘ll provide you with everything you need to know to become a successful social media manager. From key skills to top online courses to expert tips, I‘ll break it all down for you. Let‘s dive in!
Why Businesses Need Social Media Managers
Before looking at how to become a social media manager yourself, it‘s important to understand why businesses place so much value on these roles.
According to Sprout Social‘s 2022 Index, 97% of marketers say social media is important for their business, with 80% indicating it‘s "very important." But juggling multiple platforms, engaging audiences, creating content, running ads, and analyzing data takes skill and time.
This is where dedicated social media managers come in. They take ownership of a brand‘s social presence and activities. A study by Buffer found that 59% of marketers have a dedicated social media manager on their team.
As a social media manager, you handle responsibilities like:
- Developing social media strategies aligned with business goals
- Managing social media accounts across platforms
- Creating, curating, and scheduling engaging content
- Monitoring conversations and responding to audience inquiries
- Running paid social advertising campaigns
- Analyzing social media data and generating reports
- Collaborating with teams like marketing, PR, content, and customer service
With the right expertise, you can help brands succeed on social media and drive real business results. Some key benefits social media managers provide include:
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Increased brand awareness and visibility: By consistently posting quality content and interacting with users, you make more people aware of the brand.
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Higher conversion rates: You can drive leads and sales by promoting offers, driving site traffic via social, and nurturing prospects.
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Improved customer engagement: Responding to comments, questions and feedback fosters positive customer relationships.
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Market and competitive research: Monitoring social conversations provides insight into customer needs, pain points and competitor activities.
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PR crisis management: You can catch and respond to complaints or negative publicity in early stages to mitigate damage.
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Lower marketing costs: Organic social media engagement is free and often more effective than other paid channels.
With these types of benefits, it‘s clear why demand for social media expertise is so high. As more brands invest in social media marketing, skilled managers will continue to be indispensable.
Skills You Need to Succeed as a Social Media Manager
Jumping into social media management without the proper skills and knowledge is a recipe for failure. To be successful at this role, you need to develop expertise across a wide range of areas.
Here are some of the most important skills every social media manager needs:
Communication Skills
Excellent written and verbal communication skills are vital. You‘ll be crafting social copy, engaging in online discussions, creating visual assets, and reporting on campaigns. Strong communication skills help you properly convey messages and connect with audiences across channels.
Creativity
Thriving on social media requires creativity. You need to come up with fresh ideas for posts, develop engaging content formats, and package messages in new ways tailored to each platform‘s users. Creative thinking gives you an edge.
Analytical Skills
Understanding social media analytics is crucial. You‘ll need to synthesize data from multiple sources, identify trends and insights, and report on performance. Strong analytical skills help you measure results and optimize efforts.
Project Management
Juggling multiple platforms and campaigns means effective project management is key. You‘ll need organizational skills to keep content calendars, workflows and requests on track. This ensures you execute campaigns smoothly and on schedule.
Tech Savviness
You must be highly adept with social media platforms, management tools like Hootsuite, content creation software, and digital marketing technologies. Being tech savvy makes you more agile.
Research Skills
Conducting audience research is an important piece of developing social strategies. You need to assess which platforms they use, what content resonates, and what competitors are doing. Solid research skills lead to data-driven choices.
Multitasking
The ability to juggle multiple tasks and projects is crucial in this fast-paced role. You may have to oversee numerous social accounts, collaborate with other teams, monitor news trends, moderate comments, all while delivering campaigns. Strong multitasking skills keep you productive.
There are also soft skills like flexibility, attention to detail, time management, and teamwork that allow you to thrive as a social media manager. Continuously developing these skills is what sets great managers apart.
Later in this guide, I‘ll recommend online courses that help teach many of these must-have social media management skills. But first, let‘s look at what your day-to-day duties involve.
What Does a Social Media Manager Do?
So what does a typical day look like for a social media manager? While no two days are exactly the same, you can expect to focus on responsibilities like:
Managing Social Media Accounts
A core duty involves overseeing the brand‘s profiles on multiple platforms. This includes:
- Regularly posting content and engaging with users
- Monitoring comments and questions and responding promptly
- Optimizing social media bios and profile images
- Adjusting settings and privacy controls
- Checking on follower growth and engagement metrics
You‘ll likely manage accounts on leading platforms like Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest and more.
Developing Social Media Strategies
An important part of the job is strategizing. This involves:
- Setting goals and KPIs based on business objectives
- Performing audience research to understand target users
- Determining which social platforms to focus on
- Crafting strategies for content, community engagement, partnerships, influencers, advertising, and more
- Creating content calendars and editorial guidelines
- Evaluating performance data to refine strategies over time
You act as the architect who plans and oversees all social media activities.
Creating Engaging Content
Content remains king on social media. As a manager, you‘ll spend significant time:
- Producing content in formats like posts, images, videos, stories, live streams and more
- Optimizing content for each platform and target audience
- Sourcing and creating visual assets
- Working with teams like marketing and graphic design on content development
- Curating and repurposing top-performing content
- Maintaining organized libraries of content assets
You oversee the ideation, creation, and management of all content.
Community Management
Social media is all about cultivating communities around brands. This involves:
- Responding promptly to comments, questions, feedback, and complaints
- Monitoring conversations for relevant mentions and brand sentiment
- Identifying influencers, brand advocates and potential collaborators
- Engaging followers through likes, shares, polls and contests
- Reporting community insights to teams like marketing and customer service
- Blocking or restricting abusive accounts when necessary
You act as the face and voice of the brand online.
Social Media Advertising
Paid ads are often part of the social mix. Your advertising management duties can include:
- Planning and executing ad campaigns on platforms like Facebook, Instagram, LinkedIn, Pinterest, Snapchat, etc.
- Developing targeting strategies to reach the right audiences
- Creating compelling ads tailored to each platform
- Setting budgets and bidding strategies
- Optimizing campaigns based on performance
You control the paid ad investments across social platforms.
Performance Analysis
Tracking key metrics and generating reports is also crucial. This involves:
- Setting KPIs to align social media efforts with business goals
- Leveraging platform tools like Facebook Insights and Instagram Analytics
- Using third-party social media analytics tools like Sprout Social
- Creating reports on follower growth, engagement, reach, traffic, conversions and more
- Identifying top performing and underperforming content
- Presenting performance insights to stakeholders
- Making optimization recommendations based on data
Your analysis turns social media data into actionable insights.
As you can see, social media management involves a diverse mix of responsibilities. But by staying organized, working efficiently, and collaborating across teams, top social media managers handle it all seamlessly.
Now let‘s explore some top online courses that can provide the training you need to gain social media expertise.
7 Best Online Courses to Take to Become a Social Media Manager
While you can certainly learn social media management on the job, taking courses is an excellent way to build knowledge faster. Online courses offer flexible, affordable training options.
Here are 7 stellar courses to take your social media manager skills to the next level:
1. Social Media Marketing Certification by HubSpot Academy
With over 1 million enrollments, HubSpot Academy‘s Social Media Marketing Certification course is a top choice for novice and experienced marketers alike.
Spread across 32 video lessons totaling over 6 hours of instruction, you‘ll gain a well-rounded foundation covering topics like:
- Conducting social media audits
- Developing social strategies
- Creating content and optimizing profiles
- Engaging communities
- Social media advertising
- Analytics and reporting
HubSpot Academy offers both free and paid course options. Earning a paid certificate upon completion can give your resume a boost.
Key Takeaway: This course delivers comprehensive social media marketing training from one of the industry‘s most respected platforms.
2. Social Media Strategy Specialization by Northwestern University (Coursera)
For a more in-depth program, Northwestern University offers a 5-course Social Media Strategy Specialization on Coursera covering both concepts and hands-on projects.
Over 25+ hours of video instruction, you‘ll learn to:
- Audit a brand‘s current social presence
- Set objectives and KPIs
- Map the user journey across platforms
- Craft messaging strategies
- Create shareable content formats
- Manage communities and monitor crises
- Analyze data and prepare reports
Created by Northwestern‘s Medill School of Journalism, this Specialization develops well-rounded social media strategy skills.
Key Takeaway: This comprehensive Coursera program combines social media strategy concepts with practical application.
3. Social Media Marketing 2022: Complete Course by Isaac Rudansky (Udemy)
Boasting a 4.5-star average across over 84,000 reviews, this Social Media Marketing course by Isaac Rudansky covers all platforms and tactics.
Through 143 video lectures totaling 17.5 hours, you‘ll gain skills for:
- Developing social media strategies
- Creating engaging posts, images and videos
- Growing followers and engagement
- Driving website traffic from social platforms
- Leveraging influencers
- Using analytics tools
- Running Facebook and Instagram ads
It‘s one of the highest-rated social media marketing courses available on Udemy.
Key Takeaway: This comprehensive Udemy course teaches all facets of social media marketing execution.
4. Social Media Management Course by Macquarie University (edX)
For training focused on community management, Macquarie University offers this Social Media Management course on edX.
Over 7 weeks of video lectures and exercises, you‘ll learn to:
- Setup brand profiles and assess performance
- Craft social media policies and guidelines
- Create engaging content tailored to audiences
- Moderate and manage brand communities
- Promote content and measure reach
- Track engagement metrics and prepare reports
With a strong emphasis on community management, this course develops crucial soft skills.
Key Takeaway: This course helps build expertise in the softer side of social media management.
5. Social Media Marketing Professional Certificate by Google (Coursera)
For training designed by social media powerhouses, Google offers this Social Media Marketing Professional Certificate on Coursera.
Through 8 courses and hands-on projects, you‘ll learn:
- Social media strategy foundations
- Content creation best practices
- Visual media production
- Social media data analytics
- Reputation management
- Paid social advertising
- Career preparation services
Upon completing the program, you can share your Professional Certificate from Google with employers.
Key Takeaway: Earning a Professional Certificate directly from Google can give you a hiring edge.
6. Social Media Marketing Course by Seth Gorstein (Skillshare)
If you want to learn from a top social media marketing expert, Seth Gorstein‘s Social Media Marketing course on Skillshare is a great option.
Gorstein has grown accounts to over 10 million followers and managed social for major brands. In this 2.5 hour course, he teaches:
- How to plan winning social strategies
- Creating viral content formats that engage
- Growing followers across platforms
- Leveraging influencers for outreach
- Driving website traffic and sales from social platforms
- Measuring what matters with analytics
Learning from a highly experienced social media marketer like Gorstein is invaluable.
Key Takeaway: This Skillshare course provides insider tips from a top social media marketing influencer.
7. Social Media Marketing Course by Facebook Blueprint
For training directly from the source, Facebook offers an extensive Social Media Marketing course through their free Blueprint platform.
Across 22 video lessons, you‘ll learn about:
- Setting objectives and KPIs
- Developing brand voice and tone
- Content planning and creation
- Engaging communities
- Creating effective advertising
- Analyzing campaign performance
- Building cross-channel strategies
With Facebook‘s expertise, this course delivers content you can trust.
Key Takeaway: Facebook‘s course teaches social media marketing fundamentals straight from the source.
Tips for Success as a Social Media Manager from the Experts
Beyond taking courses, I wanted to share some insider tips from current social media managers and influencers on excelling in this role:
Start by Managing Your Personal Accounts
"The best way to prepare for a job in social media is to practice on your own accounts first. Manage your personal profiles like a business page – create content calendars, post consistently, analyze performance. This will let you test strategies and build real experience." – Aliza Rosen, Social Media Director @ Emerald Publishing
Continuously Evaluate Performance Data
"Don‘t take your eyes off the data and analytics. Track engagement rates, follower growth, clicks, conversions, whatever your KPIs are. If the numbers drop, reassess and optimize your strategy quickly. Let data guide your choices." – Neal Schaffer, Social Media Marketing Consultant @ PDCA Social
Keep An Eye on Competitors
"Regularly analyze competitors‘ social media activity. See what kind of content and strategies are working for them. You can get ideas for your own accounts by learning from others in your space while staying on top of trends." – Stephanie Liu, Social Media Manager @ HubSpot
Collaborate With Other Departments
"Partner with teams like Marketing, Sales, PR, Customer Service, etc. Bring their expertise into your social campaigns and optimize efforts across the business. Syncing with other departments improves your results and saves time." – Darpan Munjal, Social Media Manager @ Microsoft
Test and Iterate
"Don‘t be afraid to experiment on social media. Try new content formats, platforms, targeting tactics. Analyze performance data, find out what works, then double down on it. An iterative approach lets you constantly improve." – Ayaz Nanji, Senior Social Media Manager @ Shopify
Stay Passionate
"You have to truly enjoy spending time on social media and engaging with audiences. The passion will come through in your content and community management. Passion for connecting with people is what fuels successful social media managers." – Rachel Benyowitz-Richard, Social Media Director @ Advance Auto Parts
These tips from the pros provide helpful perspective. With the right training, skills and effort, you can absolutely find social media management success.
Key Takeaways on Becoming a Social Media Manager
To recap this complete guide on how to become a skilled social media manager:
- Social media management is a high-demand digital marketing role focused on overseeing a brand‘s social presence.
- You handle responsibilities like content creation, community engagement, advertising, analytics and more.
- Develop expertise across communication, creativity, analytical skills, multitasking and more.
- Online courses from leading platforms provide affordable, flexible training options.
- Certifications and specialized programs teach you social media management best practices.
- Experts recommend managing your own accounts, focusing on data, monitoring competitors and collaborating across teams.
The world of social media continues evolving rapidly. But this also presents more opportunities for aspiring social media managers like you.
By investing time into building your skills and knowledge, you can thrive in this exciting and rewarding career. Stay hungry to keep learning, experiment often, focus on providing value, and your social media efforts will thrive.
I hope this guide gave you a helpful overview of how to get started in social media management and advance your career in this field! Let me know if you have any other questions.
