Career as Social Media Manager - handle crisis or help in business growth
Amita Jain, 23 Feb 2018

Social media managers guide the social media presence of a company, brand or an individual. What all goes into the making of a highly competent social media manager? Click here to know more about making a career as social media manager. Domino’s Pizza saw a sharp decline in its customer base when a video of its employees tampering with the pizza got viral on social media. At that time, Dominos wasn’t prepared to deal with a crisis emanating from online media. Finally, a crisis management plan ingrained in Twitter and YouTube saved its brand image. The most compelling aspect of this whole story was that both the crisis and the strategy for its management came from social media.

Today’s generation spends most of its time shifting identities among Facebook, Snapchat, Twitter and Instagram. Companies are using social media platforms to capture this generation, engage with their present customers, attract new ones and increase their brand exposure. Companies are hiring those making career as social media managers, to streamline their brand creation and maintain their image on social media.

 

Who is a Social Media Manager?

Those who choose career as social media managers guide the social media presence of a company, brand or an individual. They blend data analytics and creativity to create marketing campaigns appropriate for diverse social media channels.

 

Key roles of Social Media Manager

Creating buzz and viral stories are the lingua franca of social media managers. They are required to know the industry trends and the right place to look for the right information. Foreseeing trends is one of their major responsibilities.

Besides implementation, career as social media managers requires one to construct social media content calendar plans to ensure continued consumer engagement. Social media campaigns for product-specific needs and monitor progress of those campaigns to draw actionable insights are some of the responsibilities of a social media manager. They are also required to generate tactful and engaging content adapted for different social media channels, like positioning content within a specific number of characters for Twitter or creating few liner stories and videos for Instagram.

 

INTERVIEW

Jibin C. JosephSocial Media Management, more than just pushing updates

 

Jibin C. Joseph

Project Manager- Digital Marketing Program,

UpGrad

 

Careers360: Who is a social media manager?

Jibin: Social media management is more than just pushing updates on Facebook and Twitter. A good social media manager should be able to conceptualize content, analyze customer insights, run multiple campaigns with different objectives and be a good community builder.

 

Careers360: How to become a social media manager?

Jibin: When I started my career as a social media manager about five years back, I learnt things on the job. The traditional education system is slow paced and doesn’t keep up with ever-changing social media trends. However, it’s unfair to blame academia alone as they do not have a practitioner’s perspective while teaching. This gap is currently being filled with online certification courses which can give hands-on experience. For instance, an upgrade, we collaborated with various digital marketing firms and academicians from MICA to create a practice-oriented digital marketing course. Hands-on tools like Hootsuite, Adobe Photoshop, CRM software, channel-specific Ad builder and customer insight tools are a must in this field.

 

Careers360: Any advice to those seeking a career in the field?

Jibin: With the career as a social media manager, don’t limit your knowledge to social media. Learn to integrate traditional marketing knowledge with the latest digital channels to implement techniques and meet the marketing objectives.

 

Qualifications needed to become a Social Media Manager

There are no binding rules for qualifications required for pursuing career as social media manager. However, candidates with some qualifications and exposure to social media are preferred. Most entrants in the field of social media come with a Bachelor’s degree. Although companies hiring for a social media manager are open to graduates from all disciplines, candidates with a Bachelor’s or Master’s Degree in Marketing, Journalism, Communications, Business Management, Public Relations or Media are more desired. In absence of qualifications or a relevant degree, a proven experience of managing social media campaigns and maintaining an effective social media presence can make one a prime candidate.

 

Additional certifications to pursue a career as Social Media Manager

Most social media experts today learnt social media marketing skills ‘on the street’. However, in a short span of time, many certifications have emerged which can help aspirants understand this field and get a hands-on experience. Candidates with some technical know-how and basic qualifications/certifications are expected to land with better salary packages. Given below are some social media certifications valued by industry experts.

  • Hootsuite’s Academy Certification

  • Digital Vidya’s Social Media Marketing Certification

  • Hubspot’s Inbound Marketing Training Program and Certification 

Competency and Skills Required by Social Media Manager

Soft Skills

Hard Skills

Curiosity

Working knowledge of all Social Media Platforms

Adaptability

Copywriting and Writing Skills

Good Judgement

Creating graphics and videos

Calmness in stressful situations

Public Speaking (for LIVE videos)

Business Savvy

Reading Data Analytics

 

Visual Intelligence for Trends

 

Budgeting

 

Career progression

Most social media enthusiasts start as social media executives in this field and then work their way up. With about one to two years’ experience, knowledge and certifications, social media executives can progress to become social media managers. After gaining substantial experience, social media managers can move to larger companies and head social media or digital media or online marketing units. While pursuing a career as social media manager, one may also choose to expertize in a particular sector or jump ship to other career fields and make a career in SEO, email marketing, content marketing and advertising.

 

Salary of a Social Media Manager

For those with career as social media managers, entrants can earn between Rs. 1.7 to Rs. 6 lakhs annually, while the salary of mid-level social media professionals ranges from Rs. 4 to Rs. 12 lakhs. For, an expert, annual salary can range from Rs.10 to Rs.15 lakhs.

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