Best social Media Management

My search for a someone to run HubSpot's social media efforts has been an eye-opening, albeit frustrating, one. It seems that of the applicants that can boast any goal or metric from their job, the one thing they point to doing is "driving engagement." While engagement metrics can be tied back to a business' bottom line, more often than not, social media marketers aren't moving the metrics CEOs care about.

Years after the first "Can we measure the ROI of social media?" blog post, the role of the social media manager has not evolved much in the ways of goal-oriented, metrics-driven marketing. It's possible that this is because many companies haven't figured out the right way to measure the ROI of their efforts - so they don't know to hire someone that can help them drive real business results. It becomes a vicious cycle - with little focus on the bottom line efforts from social media, companies relegate the social media role to people without much experience proving bottom-line results, and then once hired, those social media managers don't have experience proving those bottom line efforts.

It's a chicken-and-the-egg problem, but someone's got to break out of the cycle. Whether you're a social media job seeker looking for your next gig or a manager trying to hire your next social media marketer, keep on reading. I'll walk you through what other skills a social media manager should have besides "drive engagement." Here are the six roles that the best social media managers play.

1) Content Creator

Content is a key component in any marketing function, and social media is no exception. Even if you have dedicated bloggers and ebook writers, that content still needs to be adapted to each social network. A good portion of a social media manager's role is creating and adapting content for the specific networks. This includes positioning content in under 140 characters, creating images to accompany posts, creating variations of posts for each piece of content (since the lifespan of a social media post is so short), and even creating content from scratch specifically for growing a following on social media.

Skills Necessary

Copywriting, design, positioning, creativity

How This Drives Results

Adapting content specifically for each social network yields more clicks and leads. For example, in an A/B test, we found that tweets a link and an image optimized for the platform yielded 55% more leads than tweets with just a link. Adapting and creating content for each specific network is critical to driving results.

2) Marketing Analyst

As all marketing roles become more and more data-driven, a social media manager needs to be able to dig into the data, analyze that data, and draw actionable insights. That includes macro data - like overall reach, leads generated, leads nurtured, customer cases supported - all the way down to micro data, like individual experiments around content positioning. A successful social media manager will be able to look at data constantly to make smart decisions. Plus, they should be constantly testing new strategies, new content, and new campaigns - running tests and analyzing the results every day to constantly iterate and improve their marketing efforts.

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Popular Q&A

Who is the best social media company?

Who is the best social media management company? I am talking graphic design, branding everything! Who would you choose?

I think that does a great job with social media campaigns and they partner with web design companies.
A jack of all trades might not be the best way to go as these are completely different fields. It's like looking for someone that can make tires and repair the engine.

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