What Exactly Does a Social Media Manager Do?

Social media management skills are in strong demand right now as more businesses look to build a strong presence on social networks. There are now a whole array of full-time jobs specifically based around managing a company’s social media activities, which may lead you to wonder what exactly a social media manager does.

I’ve been a freelance social media manager for over 5 years now, and have taken partial or full control of social media accounts for a range of companies. This involves a number of different skills, including:

Content Creation

Creating content to use in social media posts probably seems like an obvious task for a social media manager but this can actually be quite a complex challenge.

It’s getting increasingly difficult to cut through the noise on social media and stand out and that’s without taking Facebook’s many algorithm changes into account.

Creating the right kind of content that your audience will love and that will encourage them to engage with you through likes, comments, shares and re-tweets is a lot harder than many people assume and it’s all too easy to get it wrong. Many brands do far too much of the “hard sell”, for example, or post content that they think that their audience will want to see and wonder why they’re not getting huge engagement.

There’s no magic formula for the kind of content that works well for a particular company but a good social media manager will do some experimenting to see what works well and stay on top of trends that might have an impact on their content strategy.

Content Strategy

Knowing what to post on social media isn’t luck; it’s the result of meticulous planning in the form of a content strategy. This takes into account your goals for using social media and the most appropriate ways to achieve this through your content. As well as your posts themselves, you’ll also need to think about blog content. An effective social media manager can put this strategy into place, refer back to it repeatedly and where necessarily, revise it to stay on track with your goals and on top of ever changing trends in social media.

social media manager

Content Curation

Posting your own content is all very well but curating and posting great content from other sources can grow trust and authority with your audience. Finding content and scheduling it can be time consuming but a good social media manager will know the go-to industry sources and the tools to make life easier.

Community Management/Engagement

If your social media efforts are going well, you’ll have an engaged community that frequently interacts with your content and a steady stream of current and prospective customers who want to know more about you. Customer service is crucial on social media and most people expect a timely response to their communications, especially for questions and enquiries.

Depending on what kind of company you are and how many interactions you get in the average day, this may be too much for you to manage by yourself and many choose to pass this over to a social media manager. They can respond to comments and enquiries and where necessary, liase with customer services or sales staff for more in depth queries.


How do you know if your social media efforts are really working? Numbers and engagement tell some of the story but you need to dig deeper to see how you’re doing in comparison with your goals for using social media. Things like traffic, email sign ups and conversions can all highlight whether social media is having a positive effect for your company’s bottom line.



How to Write Compelling Marketing Emails

compelling marketing emails image

If it’s done well, email marketing is still one of the most effective ways to build a stronger relationship with customers and get a better return for your efforts compared to a lot of other types of marketing.

Getting it right in terms of copy is absolutely vital if you want to make email marketing work for you. It’s not always as easy as you might think to write a persuasive email that doesn’t come on too strong and is genuinely useful for your subscribers, while also encouraging them to take the action that you had intended (whether this be clicks, registrations or actual sales).

Here are some tips for crafting highly effective marketing emails.

Getting the Subject Line Right

One area that you definitely shouldn’t neglect is your email’s subject line. This alone will determine whether subscribers open the email or just delete it. Most people will only take a matter of seconds to decide whether they want to open an email so you need to get this right. If you don’t nail the subject line, the hard work that you put into the email’s main body will be a complete waste of time as your subscribers won’t actually read it at all.

A good subject line will pique interest without being too much of a hard sell. Actionable language can work well here, as can a sense of urgency to take action right now. Above all, your email subject line needs to let readers know what they’ll get if they open the message. Misleading subject lines can encourage people to open the email but if the content isn’t what they were expecting, it also makes it more likely that they will avoid opening future emails or unsubscribe from your mailing list. As a worst case scenario, they may even flag you up as spam.

How to Write The Main Body of the Email

The main body of the email needs to expand on the subject line and usually has a call-to-action (which is the main reason for sending out the email in the first place!). This can take a number of forms, including click throughs and registrations.

To start off with, it’s useful to remind the reader of your relationship and why you’re contacting them. Did they register for something, for example? In many cases, the rest of the email won’t have much relevance if you don’t set out the context.

Regardless of what you’re hoping to achieve through the email, always play up the benefits for the reader. What will they get out of clicking through to a particular landing page or reading your latest blog post? How will a particular product or service change their life? It might seem obvious to you but you’ll need to spell out to your readers exactly why they should do as you suggest, rather than hoping that they connect the dots.

A conversational tone works best in most marketing emails and it’s an ideal chance to inject some personality into your brand’s marketing. Ideally, you’ll want to aim your tone at the reader, rather than including “I” or “we” throughout.

One call-to-action per email is enough; anything more than that is known to lower the potential for click throughs. Most people will only perform one action off the back of an email and won’t return to it to for a second click through.

How Long Should a Marketing Email Be?

Be as concise as possible when writing a marketing email. Most people only scan through their emails, especially marketing ones, so you risk losing their attention if your email is more than a few short paragraphs. If you have lots of say about a product or service, send readers to a custom landing page where they can read about the benefits in more detail but don’t try to include this level of information in the email itself. Stick to punchy copy that is designed to encourage readers to take action.

Text and layout are key here in helping readers to skim through the content without missing anything important. Your call-to-action is usually hyperlinked and will therefore be a different colour to the rest of the text but you can go a step further by making it bold and more eye catching so that readers literally cannot miss seeing it.

Why Does Email Marketing Work?

A lot is due to people wanting to stay informed while on the go via their mobiles. The vast majority of consumers will at least open an email from a brand that they have agreed to receive emails from, whereas social media messages have a shorter shelf life and can easily be missed.

Another factor is that subscribers have chosen to be connected to your brand via email and to take their relationship with you a step further by doing this. Assuming that you’re going out of your way to make their life better through your emails, they can therefore be a lot more receptive to being prompted to buy from you via an email.