Social Media Manager - What to Expect

Little social groups ...


If you've been wondering ...

If you operate a small business around an overseas base, or an agency on a base, and have heard the buzz about social media advertising - and are unsure as to whether you need someone to manager your various social media sites - Facebook, LinkedIn, Twitter, and so forth - this is how social media can work for you:

The Orange Guy in the illustration to the right is you, the business person. The three smaller guys (might be gals in pant suits with short hair) represent the customers you work with right now.

The outer groups of little green people are potential clients who can digitally "see" through your current customers to none other than you.

In short, the digital nature of the Internet short-circuits traditional "word-of-mouth" advertising, as the outer groups observe you and your actions - and more importantly, listen to what you say - through the customers who follow you at your social media web sites.

As a management hat, "social media manager" is just a combination of sophisticated-webmaster and staff writer. Your recently hired social media manager should set up business accounts for you at Facebook, LinkedIn, Twitter, a blog service (WordPress or Blogger), and HootSuite (for example, there are many sites from which to choose). Your manager will establish administrative log-on permissions at the various sites, and effectively assume a position as a high-speed webmaster and staff writer for your company.

Anyone can set up these sites, but the skills that your new Social Media Manager brings to the table include the ability to manage and synchronize the various social media web sites - so that when information about your company is disseminated - it goes out to all sites at once.

The purpose for the mass distribution and synchronization (one small amount of info sent to many places) is to allow customers and prospective customers to further distribute the information throughout the social media networks that they use - because not all of your clients use the same social media web sites. This facet of social media management potentially allows people at distant locations to see your business through the various social networks - nearly instantaneously - again, because of the speedy and digital nature of the Internet.

Rephrased, everything links back to your standard business contact information. Rephrased yet again, anything you and your Social Media Manager do concerning information about your company highlights you and your business within the social networks.

Agency / company background information. You are limited only by your own creativity as to the type of content you and your Social Media Manager develop. You know about your business more than anyone else, but you should lean heavily on your Social Media Manager for the writing portion of content development. To do this, they may ask you questions about:

  • Your daily business activities
  • Business travel locations and activities, if any
  • Employee background information and office duties (maintain privacy, when necessary)
  • Expert advice that will attract new clients for your business or agency
  • Past successful projects
  • Proposed future projects
  • Future business goals
  • Anything else she or he can think of concerning your business operations

In general, any information written about your business or agency should kindle participation in online conversations - effectively enticing customers to become interested in the products or services you provide - linking back to your standard business contact information. You, the business owner, approve anything and everything before it is sent out, and can instruct your Social Media Manager to turn on or off various portions of your advertising campaigns (turn up the volume, or otherwise, for example). You can participate in the conversations or merely observe.

No one should attempt to contact your Social Media Manager, as they are just a webmaster and staff writer for your company. If anyone does contact them, they pass the contact information to you.

Everything centers on you and your business.

When you begin distributing information about your organization, over time you may determine:

  • How your business reputation is perceived online
  • Who is discussing your business, and in what light
  • Specific things they are saying - good or bad - so you can fix things or build on your efforts.
  • Where on the planet the conversations are taking place
  • Specific items, innovations, and new services that current or new customers would like to see - think of it as user-generated research and development - R&D for free, cool thought, aye?

Mega cool. The beauty of this type of advertising is that it's possible that people way beyond the outer groups of little green people may see your information dissemination and become interested in your company. If you’re a non-believer, you can start out very small and keep it that way for a while until you begin to see results.

Once you've determined the type of information to distribute: Your Social Media Manager may begin writing and creating ...

  • Mini-Facebook advertisements - simple hyperlinks convert to cool graphic ads at Facebook and LinkedIn
  • Online articles that point back to your business
  • Blog posts about your business
  • Tweets
  • Press releases for important / major events related to your business (topics should be newsworthy)
  • Anything else that you determine necessary to grow your Social Media Advertising campaigns - as well as your business

Business as usual - albeit an expanded version. What would be unwise would be to change the way you receive orders and other customer business. If you receive the majority of your business from physical world word-of-mouth - or from an online storefront - that stays the same.

If you have a logo, your Social Media Manager may place that and your business contact information - phone, email, snail-mail address, web site or blog address - in one virtual location at all the various Social Media web sites - with the intent to maximize your exposure within your business arena - while maintaining the normal way you receive orders and other information.

None of the above is rocket science. But it's definitely fun to contemplate - especially from a business perspective.

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