The Social Media Manager (SMM) is a key lever for the effectiveness of a company's digital marketing. The mass emergence of social networks and their popularity accentuate their indispensability .
Today, any company that wants to be successful must maintain a presence on social media . This allows it to gain greater visibility and grow its customer base through user engagement. Therefore, a Social Media Manager (SMM) enables the company to fully manage its online reputation.
What is a Social Media Manager?
The SMM: a newly known profession
The Social Media Manager (SMM) is a relatively new profession that emerged with the rise of social networks such as Facebook, LinkedIn, Instagram, etc. The person in this role has the primary mission of a company's digital communication strategy
Therefore, it is the responsibility of the SMM to develop and implement a marketing strategy tailored to the company on social media , produce good content, conduct data analysis, etc. In other words, the SMM is responsible for the company's image and reputation , as well as the quality of its services and products on the internet and on social networks.
Is there a difference between a Social Media Manager (SMM) and a Community Manager (CM)?
There is a distinction between a Social Media Manager (SMM) and a Community Manager (CM). While the SMM company 's digital communication strategy , the CM executes and implements that strategy. The CM is in direct contact with subscribers (or followers) to build strong relationships with the community and is seen as an ambassador for the company.
Social Media Manager and Community Manager are therefore two complementary roles . However, in small businesses, the SMM and CM positions tend to be held by a single person .
The importance of SMM within a company
The Social Media Manager can then be considered a parallel to the role of a public relations . They are responsible for the company's image , but this time, on social media .
The roles and responsibilities of the Social Media Manager
The Social Media Manager encompasses several missions and responsibilities. However, they can be summarized in three points.
Define a relevant social media strategy
First, the SMM must define various strategies (marketing and editorial) to improve the company's image, reputation, and visibility online and on social media. To do this, they must collaborate with the company's marketing department.
The first step will be to identify the target audience and their needs . Next, the company will social networks and on which it will be present (YouTube, LinkedIn, Pinterest, Facebook, Twitter, etc.). Finally, it is essential to continuously analyze the company's position on these platforms in order to adapt its strategies to the evolving social web.
Implement the action plan
The Social Media Manager is responsible for the company's activities in the digital world . Therefore, their primary responsibility is to publish relevant and useful content using various methods such as newsjacking and storytelling . This content should encourage followers to become potential customers and foster customer loyalty.
It is also the responsibility of the Marketing Management Team (SMM) to conceive and organize the communication and advertising campaigns . The aim is to promote the services and products offered by the company as much as possible.
Thus, SMM will optimize search engine rankings using techniques such as Social Media Optimization (SMO) . As for advertising, SMM must master the advertising platforms of social networks, such as TikTok Business, Facebook Ads, Twitter Ads, etc.
Monitor the progress of executed actions
After these steps, the Social Media Manager must ensure that the actions taken have a positive impact on the online community Google Analytics are available for this purpose .
These data analyses are essential, as they allow us to measure user engagement and assess the effectiveness of published content. They will also guide future actions and strategies for social media marketing (SMM) to better reach customers and meet their needs.
What training is required to become a Social Media Manager?
The job of a Social Media Manager is far from simple. It's complex and, above all, very demanding. Obviously, an SMM must master social media . Furthermore, they must also be skilled in marketing and communication. Therefore, training is essential to becoming a good SMM.
Many companies recruit graduates from business or marketing schools , as well as those with degrees in communication or journalism . A Social Media Manager (SMM) position is accessible with a bachelor's degree (3 years of higher education), but a master's degree (5 years of higher education) is recommended.
In addition to degrees, companies such as Orange particularly value people with personal experiences related to social networks .
"Regardless of your background, even if it's an engineering school, you need to stay informed about current events and gain your own experience with social media ."
Amandine Dalmasso, social media manager at Orange
This is accompanied by personal skills that recruiters find essential: SEO skills, interpersonal skills, leadership, copywriting , etc.
Clearly, the Social Media Manager is now an essential driver of a company's success. They actively participate in promoting the company's services and products. In conclusion, the SMM makes a significant contribution to the development of digital marketing and optimizes its growth by safeguarding its online reputation.
