For some time I have been thinking of proposing psychological group meetings - or at least a bucket of collective chamomile tea - for the increasing number of professionals belonging to the category of Social Media Manager. Also sayings Community Manager. Yes, in short, those who are known to most as SocialMedia So. Because there is no more mistreated profession nowadays: those of us who have not yet heard the famous phrase: “Ah, so you stay on Facebook all day. And do they pay you as well ?! "? Not to mention the daily struggles with improvised communicators, those who "what will it take, after all, to manage a social page ..."
Yet, willy-nilly, this is one of the most sought-after professions - and strategically most important - in marketing and communication today. A good Social Media Manager can really make a difference, think of the many successful cases that we have been able to study in recent times (Ikea, Durex, Algida ..)
Since I got a little tired of fighting windmills and - as the Latin sages said - verba volant, scripta manent, I will try to explain here why the job of the Social Media Manager is anything but simple, and what are the most common mistakes in approaching this profession.
1. Come up with Social Media Manager
Maybe we could wake up one morning experts in digital languages! Unfortunately, this is not the case; I'm obviously talking about the ability to manage company profiles and, consequently, the brand reputation of your client. It is a very delicate task, which implies great communication skills, the ability to coordinate with all branches of the company in question, but also good sociological bases and a lot of patience; we will see later why. Although it seems impossible to some, therefore, you have to study and how, even to stay on Facebook!
2. Don't have a plan
Social Networks are an integral part of the marketing plan of the company you follow, always remember that! As such, there must be a clear strategy behind it. Who are you? What is your target? What image of yourself do you want to convey? What are the contents that could be interesting for those who follow you? Remember to write your own editorial line and try to be consistent with it.
3. Not knowing Italian
These are the basics, I know, but you should never take it for granted. Review subjunctives, apostrophes, various grammar rules and always re-read the posts before publishing them, if you don't want to fall into the clutches of some grammar-nazi making the brand you manage look very thin.
4. All Social Networks are the same (but some are more equal than others)
Absolutely no! Each Social Network has very specific characteristics and rules; a good Social Media Manager must not only know them, but know how to apply them to be able to extricate themselves in the jungle of the communication offer, placing themselves in the right channel to implement the above plan. Easy to say, a little less when you have to choose, because ...
5. You have to know how to choose
Being present everywhere in the wrong way can be much more counterproductive than having a smaller but focused presence. Lapalissian, yet it is a classic to see content designed specifically for Facebook, reproduced on Twitter, Google Plus, LinkedIn and so on. Redundancy effect (and yawning in fans) ensured. The ideal would be produce original content for each channel but, if this is not possible, working in the best possible way on the channel considered to be of primary strategic importance for the company is certainly the wisest decision.
6. "There's nothing a cute kitten can't solve!"
I ask you please: enough with the puppies. Kittens, dogs, babies: it is not the solution to get more likes, especially if the profile you manage concerns mechanical components. Granted only if you deal with products related to the subject, and in this case you are really very lucky! The opposite rule also applies: the Social Network is not made for service communications, but rather is the privileged dialogue window with your customers - even with potential ones. So, to recap: interesting content for those who follow you, variety in the posts, yes to the emotional, but in moderation. And a lot, a lot dialogue with your fans!
7. Don't count to 10
You can't please everyone. The job of Social Media Manager, then, is particularly ungrateful: it is known that being hidden behind the computer screen emboldens even the most harmless of men. In case of attacks and criticisms, leave personal pride aside for a moment and do not try to fight back, let alone not respond or be sarcastic. Open your ears, thank you in any case for the feedback: try to stem and exploit the situation in your favor, or you risk having to apply your skills to crisis management, which is anything but simple.
8. The more likes, the better!
Theoretically, it can also be true. Many customers expect only thousands of fans, leaving out the origin and quality; but the number of likes does not correspond at all to their goodness and the number of interactions on the page. It doesn't even make much sense to bombard your friends / relatives with requests for a few more "likes", if they have no interest in the content you post. Thousands of inactive fans are worth much less than 500 real fans, let's try to make it clear to companies too!
