Social media has revolutionized the way businesses connect with their audiences, and as a result, the role of a communications manager has become more crucial than ever. These marketing mavens are responsible for creating and executing social media strategies that increase brand awareness, build engagement, and ultimately drive sales.
But what does a typical day look like for a communications manager in the fast-paced world of social media? From planning content to analyzing metrics, collaborating with stakeholders, and staying ahead of trends, the life of a social media communications manager is anything but dull. This article will take a deep dive into the day-to-day activities of social media communications managers and explore the skills and strategies they use to succeed in this exciting and dynamic field.
Planning and scheduling social media content
The importance of a strategic content plan
In social media marketing, a haphazard approach just won’t cut it. That’s why one of the most critical tasks for a communications manager is to develop a comprehensive content plan. A good plan takes into account the target audience, the company’s goals, and the unique strengths of each social media platform. A strategic content plan also ensures a consistent brand voice across all social media channels, which helps build trust with followers and ultimately drive engagement.
Tools of the trade: Scheduling platforms
Once the content plan is in place, the next step is to schedule posts. Communications managers rely on a range of tools to help them manage this task, from basic scheduling tools built into social media platforms to more advanced third-party scheduling softwares. Scheduling tools help communications managers ensure that content is published at the optimal time for maximum engagement. They also allow managers to monitor social media accounts, respond to comments and messages, and track performance metrics from a single dashboard.
Staying nimble: Adapting to change
Of course, even the best-laid plans can go awry. A successful communications manager needs to be able to adapt to unexpected changes. That might mean pivoting a campaign in response to a sudden shift in the market or simply being ready to respond to breaking news. Effective communications managers always monitor their social media accounts and stay up-to-date on industry trends, so they can quickly adjust their content plans as needed. By being flexible and responsive, communications managers can ensure that their social media campaigns stay relevant and engaging over the long term.
Monitoring and responding to social media mentions and comments
The power of listening: Monitoring social media mentions
In social media marketing, listening is just as important as talking. That’s why a key responsibility of a communications manager is monitoring social media mentions. It involves tracking when the company or brand is mentioned on social media platforms and keeping an eye on what people say about the industry or competitors. By staying aware of these conversations, communications managers can identify trends, gauge sentiment, and effectively respond to customer feedback.
Crafting the right response: Responding to comments and messages
Communications managers also respond to comments and messages in a timely, appropriate, and on-brand manner. The right response can turn a negative comment into a positive interaction and help build a loyal following. But crafting it requires a combination of communication skills, brand knowledge, and emotional intelligence. A skilled communications manager knows how to strike the right tone, whether empathetic, authoritative, or humorous.
Going beyond one-to-one: Leveraging social media for brand building
Monitoring and responding to social media mentions is not just about addressing individual comments and messages. It’s also an opportunity to build the brand and engage with a wider audience. That’s why communications managers need to think beyond one-to-one interactions and consider how to leverage it for brand building. It might involve sharing user-generated content, running contests or giveaways, or using social media to highlight company values and initiatives. Using social media strategically, communications managers can turn individual interactions into larger, more meaningful conversations with potential customers.
Analyzing social media performance metrics and adjusting strategies accordingly
The importance of measuring performance: Why metrics matter
Social media is a fast-moving landscape, and it can be hard to know if your efforts are paying off. Analyzing social media performance metrics is crucial for a communications manager. Metrics such as engagement rates, click-through rates, and follower growth can provide insights into how well social media content resonates with the audience. Using this information, communications managers can make data-driven decisions about where to focus their efforts and adjust their strategies accordingly.
Using data to fine tune strategies: Adapting to what works
Communications managers who are adept at data analysis can spot trends, identify areas of strength and weakness, and adjust their social media strategies accordingly. For example, if a particular type of content consistently generates high engagement, a communications manager might choose to double down on that content format. Conversely, if a platform underperforms, a communications manager might shift resources to a more effective one.
The importance of agility: Adapting to what doesn’t work
As important as it is to recognize what’s working is what’s not. Social media is ever-evolving, and a communications manager needs to be willing to pivot their strategies when necessary. Metrics can help identify areas where a strategy is not working, allowing communications managers to course-correct before investing too much time and resources. By staying responsive to social media metrics, communications managers can ensure their efforts continue to drive results.
Collaborating with other departments to ensure brand consistency
The importance of consistency: Why branding matters
In today’s crowded social media landscape, consistency is the key. Customers expect a consistent brand voice and image across all social media channels. This is where communications managers come in; they ensure all social media content is on-brand and consistent with the company’s messaging and values. However, achieving this consistency is not a one-person job. It requires collaboration with other departments and stakeholders to ensure that everyone is on the same page when it comes to branding.
Cross-departmental collaboration: Working with designers, copywriters, and more
To achieve brand consistency on social media, a communications manager needs to collaborate with other departments and stakeholders. It might involve working with graphic designers to ensure visual content is on-brand and high-quality or with copywriters to develop messaging that aligns with the company’s voice and values. Collaboration extends to other departments, such as product development, customer service, or sales, as each area can influence the company’s social media presence.
Aligning on brand guidelines: Developing a shared vision for social media
To ensure that everyone is on the same page when it comes to social media branding, it’s essential to develop a shared vision for what the company’s social media presence should look like. It involves creating brand guidelines, such as tone of voice, visual style, and messaging. By involving stakeholders from across the company in this process, a communications manager can ensure everyone has a say in how the brand is presented on social media. The result is a more cohesive, consistent social media presence that reflects the company’s values and messaging.
Staying up-to-date on industry trends and best practices in social media marketing
The importance of staying current: Why industry trends matter
Social media is evolving with new platforms, trends, and best practices always emerging. As a result, staying up-to-date on the latest industry trends and best practices is essential for a communications manager. Being aware of these trends can help communications managers stay ahead of the curve, adapt their strategies to new technologies and platforms, and ensure they deliver the most effective social media campaigns possible.
Engaging with industry thought leaders: Learning from the best
One of the best ways to stay up-to-date on industry trends and best practices is to engage with thought leaders in the social media marketing industry. It might involve following influencers on social media platforms like Twitter or LinkedIn, attending conferences and networking events, or participating in online communities like forums or Slack channels. By engaging with these thought leaders, communications managers can learn from the best and stay abreast of the latest trends and strategies.
Conducting ongoing research: Testing new ideas and approaches
Another way to stay current in social media marketing is to conduct ongoing research. It might involve testing new ideas and approaches, experimenting with different social media platforms and formats, or conducting surveys and focus groups to gather insights into customer behavior and preferences. By conducting ongoing research, communications managers can stay on top of the latest trends and best practices and ensure their social media strategies are always on the cutting edge. The result is a social media presence that resonates with customers, drives engagement, and ultimately delivers results for the business.
Developing and implementing social media campaigns
Campaign planning: Setting objectives and identifying target audiences
Developing a successful social media campaign requires careful planning and strategy. The first step is to set clear objectives for the campaign, whether it’s to drive sales, increase brand awareness, or engage with customers. The next step is to identify the target audience for the campaign. It might involve conducting market research to understand the demographics and preferences of your audience or analyzing data from past campaigns to identify which tactics were most effective. By planning the campaign carefully from the outset, a communications manager can ensure it is targeted, effective, and aligns with the company’s goals.
Content creation: Crafting compelling and engaging content
Once the objectives and target audience for the campaign have been established, the next step is to create content that will resonate with the audience and achieve the campaign’s objectives. It might involve developing social media posts, videos, graphics, or other types of content designed to grab the audience’s attention and drive engagement. The content should align with the brand’s messaging and optimized for the platform on which it will be shared. By crafting compelling and engaging content, a communications manager can ensure that the campaign is effective in achieving its goals.
Implementation and optimization: Launching the campaign and measuring results
With the campaign planned and the content created, the next step is to launch the campaign on social media platforms. It might involve scheduling posts, running ads, or engaging with followers on social media. As the campaign progresses, a communications manager should monitor its performance closely, measuring key metrics like engagement, reach, and conversion rates. By analyzing this data and adjusting the campaign strategy accordingly, a communications manager can optimize the campaign to ensure it achieves its objectives. The result is a social media campaign that is effective, engaging, and aligns with the company’s goals.
Creating visual and written content for social media platforms
The importance of visual and written content
In social media, attention spans are short, and competition for eyeballs is fierce. As a result, creating visual and written content that grabs the audience’s attention and communicates ideas effectively is essential for a communications manager. Visual content like images, videos, and infographics can be especially effective at capturing attention and conveying complex ideas in a clear and concise way. Written content like blog posts, social media captions, and long-form articles must also effectively communicate ideas and build engagement with the audience.
Crafting compelling visual content: Designing graphics and videos
When it comes to creating visual content for social media, there are a variety of tools and techniques. It might involve using graphic design software to create eye-catching visuals or video editing software to create engaging videos. In addition to technical skills, a communications manager should also have a strong understanding of the principles of design and visual storytelling, as well as the ability to tailor visual content to the specific platform and audience.
Writing effective copy: Crafting social media captions and blog posts
In addition to creating visual content, a communications manager must also be skilled at writing effective copy for social media platforms. It might involve crafting captions for Instagram or Twitter or writing blog posts or articles for the company’s website. Writing effective copy requires a strong understanding of the brand’s messaging and values, as well as the ability to craft content that resonates with the audience and drives engagement.
Managing relationships with influencers and other partners
Identifying influencers and partners: Finding the right fit for your brand
In the world of social media marketing, partnerships with influencers and other brands can be a powerful way to drive engagement and increase brand awareness. However, it’s important to find the right fit for your brand. This might involve identifying influencers and partners who share your brand’s values and messaging or have a strong following within your target audience. A communications manager should also be aware of potential risks and pitfalls associated with partnerships and conduct due diligence to ensure that any potential partners align with the brand’s goals and values.
Building relationships: Engaging and collaborating with influencers and partners
Once the right partners and influencers have been identified, the next step is to build relationships with them. It might involve reaching out to potential partners via email or social media or attending events and conferences to network with influencers in person. Building strong relationships with influencers and partners is the key to ensuring the success of social media campaigns and collaborations, as it allows for open communication and collaboration throughout the process.
Measuring and evaluating results: Tracking the ROI of influencer and partner collaborations
Finally, it’s crucial for a communications manager to track and evaluate the results of partnerships and collaborations with influencers and other brands. It might involve measuring key performance metrics like engagement, reach, and conversion rates and evaluating the ROI of each partnership in terms of revenue generated or brand awareness achieved. By tracking and evaluating the results of influencer and partner collaborations, a communications manager can adjust strategies and partnerships as needed to ensure that they are driving measurable results.
Advance your career
As a communications manager, staying up-to-date on industry trends and best practices is essential for success. Pursuing further education can be an effective way to deepen your knowledge and develop new skills that can help take your career to the next level. One option to consider is an online master of communication program, such as the one offered by St. Bonaventure University.
Through their program, you can gain valuable insights into the ever-changing landscape of social media marketing as well as other areas of communication like public relations, advertising, and journalism. In addition, an online program can provide the flexibility and convenience needed to balance your career and personal responsibilities with your education. With the ability to complete coursework and attend classes online, you can pursue your master’s degree at your own pace and on your own schedule.
In conclusion, managing social media marketing as a communications manager involves a range of tasks, from planning and scheduling content to analyzing performance metrics, creating compelling visual and written content, collaborating with stakeholders, and managing relationships with influencers and other partners. By staying up-to-date on industry trends and best practices and continuously adapting and refining strategies, a communications manager can help ensure that their brand’s social media presence is effective, engaging, and aligned with the company’s goals.