What do social media marketing managers do
Social media manager: tasks, hiring criteria and salary
Every social media manager should have these skills
In addition to the classic terms that are mentioned in job advertisements for social media managers - e.g. spelling security, language of expression, organizational talent - you should also find out in a job interview whether the potential employee has a certain professional and technical basic knowledge and leaves a motivated and flexible impression and whether they also trust him fundamentally with strategic skills.
Here are five things you should find out:
1. Has the (potential) social media manager heard of t3n, Internet World Business or Björn Tantau?
These are the three best-known websites where you can find out about the latest developments, tips and tools in the digital world. In general, however, you can also ask about industry blogs, websites or trade magazines. Because allfacebook.de or marketing magazines such as HORIZONT or Werben & Sell show a fundamental interest and speak for up-to-date specialist knowledge.
2. Can he spontaneously name three things that should be in every social media guideline?
On the one hand, these guidelines can contain general obligations that a social media manager assumes. This includes, for example, the topic of responsibility, i.e. the conscious handling of published information or legal framework conditions (copyright, etc.). On the other hand, the guidelines are also created in order to take all employees by the hand and determine the extent to which they may express themselves in a professional function via personal profiles in social media.
3. Does the (potential) employee know new platforms?
A social media manager should be open and enthusiastic about new channels. StudiVZ and regional social networks, which a few years ago were considered "the" social media, were quickly replaced by Facebook. In 2016, Snapchat is being discussed as a serious competitor for Facebook and other social media. If you think long-term, it is not only important that the employee responsible can use the latest platforms, but is also open to new ideas.
4. Does the person have basic technical knowledge?
Mastering social media doesn't just mean creating good posts. A certain affinity for technical aspects is also an advantage, so that the training period for technical changes or innovations from Facebook, Twitter and Co. can be carried out quickly and easily.
5. Is the (potential) social media manager ready for weekend and evening shifts?
There are no opening times on social media. Technical faults, important questions or even comments can come to you day and night. Speed is particularly important for current topics that are particularly well received, but also for shit storms, i.e. a wave of negative comments. Social media managers should therefore also have a look at social networks in the evenings or on weekends.
Social Media Manager: Your own job or part of PR?
There are companies that have an entire editorial team for social networks, i.e. several employees who only deal with this topic. Above all, the extent to which you want to be active in the networks is decisive, and that in turn depends on your strategy.
Many founders and small start-ups do not have their own social media manager, but instead locate these tasks as part of another job area. The responsibility of the channels can, for example, also fall into the area of: PR management, press spokespersons, customer relationship management or an online editorial team. Before you hire a social media manager, you should therefore already be aware of what you roughly want to achieve with your channels.
Example 1: stepchild apple juice
- Facebook: 1,250 fans (as of 4/2016)
- Posts: usually a maximum of 10 / month
- Interaction: high
- Social media management: Founder operates Facebook account
- Goal: Show presence, keep fans up to date
Stiefkind Apple Juice can only fill a limited number of bottles per year due to a rare apple variety. Sales are therefore limited. Since there are regular business partners, including a REWE store and various bars, the juice has always been sold out by the end of the year at the latest in recent years. The primary goal of the Facebook account is to keep the current fans and to inform them about news. The founder brings basic technical knowledge due to her second job - in a communication agency. So it wouldn't be worthwhile to hire a social media manager.
Example 2: true fruits smoothies
- Facebook: 463,000 fans (as of 4/2016)
- Posts: Usually one post every one to four days
- Interaction: very high
- Social media management: 2 people
- Objective: branding / loyalty and sales
In the case of true fruits, there is no comparable limitation in terms of sales. The goal of the smoothie market leader is to retain existing customers, win new ones and strengthen the brand. For this purpose, there is active interaction with the existing community - the three founders could hardly manage the positive response themselves. Two people manage the entire PR at true fruits. The topic of social media is also located there.
Outsource social media to an agency: yes or no?
An alternative to having your own social media manager is outsourcing to an external worker. Numerous agencies specialize in community management and social media. An essential advantage here is the point of know-how, because agency employees also bring experience from other customers with them and usually deal exclusively with social media. Current trends or legal adjustments are quickly identified and implemented. In contrast to your own employee, you do not need any professional induction or training time. Resources, knowledge and the necessary tools should be available in an agency, which is why the development and expansion of the channels can be started quickly.
Not to be neglected, however, are the training period and the regular exchange on current topics of the contact person at the agency. There is no proximity to the company, which makes it difficult to assess the relevance of individual topics. Other disadvantages are cost and authenticity. Costs for editorial support by an agency depend on the scope. From 1,000 euros and up, you get good performance. So if you only want to outsource individual aspects, such as monitoring, it is certainly cheaper to hire an agency. From a certain size of the channels, however, a social media manager can quickly pay off.
This is how much a social media manager costs
As with other jobs, salaries differ by region, work experience and industry. According to the website sprach.de *, social media managers generally have an average annual salary of 29,500 and 46,000 euros. In relation to start-ups, the salaries for social media managers are between 31,000 and 38,000 euros. For the calculation, however, it is important that further tasks may have to be included. PR managers usually earn well over 40,000 euros.
(* Note: 250,000 salary data of people are entered on the website Salary.de annually, which are then checked by consultants for plausibility and coherence. Although these are not representative surveys, the figures can show a tendency. Comparable pages will come to similar results.)
Conclusion: when is a social media manager worthwhile?
When considering hiring someone to take care of your social networks, ask yourself these questions:
- What goals do you want to achieve by communicating on social media?
- To what extent do you have to use the platforms for this?
- Is it important in your field of activity to follow trends particularly quickly?
- Are there employees who already have the know-how ...
- ... and have (or can be created) the capacities for this?
- How much budget is available?
A social media manager will also help you to create and implement a concept for your channels and the subsequent and regular social media monitoring. Read on here to find out which platforms are available for which target groups. You can also find out more on Für-Gründer.de about general opportunities that you have through public relations far away from social media. Press work can also drive your company forward.
As editor-in-chief, René Klein has been responsible for the content of the portal and all publications by Für-Gründer.de for over 10 years. He is a regular interlocutor in other media and writes numerous external specialist articles on start-up topics. Before his time as editor-in-chief and co-founder of Für-Gründer.de, he advised listed companies in the field of financial market communication.
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