Small and medium-sized businesses usually operate their social accounts in one of three ways. Sometimes, one of the owners might run the social accounts in addition to his or her other duties. Alternatively, if the business is large enough to employ staff, they may give the task to one of the employees, possibly one of the younger clerical staff. The third option that smaller businesses use is to outsource their social media management, either to a specialist agency or perhaps to a freelancer.
但是，较大的企业还有一个额外的选择。他们经常选择聘请专业的社交媒体经理来负责社交活动。确实，在某些情况下，他们雇用了整个团队来经营社交帐户，通常会扩展到声誉管理和社交聆听等领域。
So what makes an excellent social media manager, and what does he or she do?
社交媒体经理做什么？
Desirable Skills and Traits of a Social Media Manager
像所有人一样，您的社交媒体经理将具有各种技能和特质。您需要问自己的问题是，您很容易找到将技能和特质融为一体的人。两个术语之间存在区别。技能是该人带给您组织的切实因素。它们是可衡量的，大多数人可以通过足够的培训和在职体验来学习它们。另一方面，特质是某人具有的个人品质 - 这是该人的重要组成部分，是其核心个性的一部分。某人的特征通常会影响他们在学习和执行技能方面的表现。
选择您的社交媒体经理时，您需要寻找具有正确技能和特质组合的人。以下是您在选择社交媒体经理时最有可能专注于的一些技能（通过合适的特征增强）。
对社交媒体如何运作的核心理解
There is little point in appointing somebody to run your social accounts if they don't have a solid understanding of the world of social media. They need to know the mechanics of Facebook, Instagram, Twitter, YouTube, and other sites that are relevant to your organization. They need to understand the differences between each platform and how to get the best results from each.
Copywriting
Good copy is essential for all social media marketing – even on inherently visual platforms such as Instagram, Pinterest, and YouTube. You only have so many words you can use for most social sites, and you don't want to waste them. You want each post to stand out. You need your profile pages and bios to sound exciting and say precisely the right information about you. You want your social posts to tell your story and drive engagement.
设计技能
Source:canva.com
无论您的副本多么好，如果您不共享一些醒目的视觉效果，就不太可能让社交世界着火。您的文字可能会讲述您的故事，但是视觉效果的设计可以帮助以视觉吸引力的方式传递该信息。带有视觉效果的帖子获得更高的参与度。近年来，Instagram和You188滚球地址Tube等视觉平台的增长最高。
Customer Service Skills
It is surprising how many people use social media to ask questions or express concerns regarding a brand. Your ideal social media manager can use social media for informal customer service. It could involve answering questions people ask about the product. It might be some form of reputation management or trying to resolve things when a customer has made a very public complaint.
Confidence Speaking to an Audience
The ability to speak to an audience may appear less clearcut than many of these skills and traits. However, it is becoming more important, thanks to the rise of live-streaming. More and more people watch live-streams on Facebook, Instagram, or one fo the specialist sites, such as Twitch or Mixer.
当然，对此的需求在很大程度上取决于您的受众。但是理想情况下，您的社交媒体经理将感到足够舒适，可以在您喜欢的社交应用程序上生活并与您的目标市场交谈。
尽管我们大多数人可能会公开交谈，但您的听众不太可能期望完美。您理想的社交媒体经理应该能够做到这一点，而不知道该说些什么。
理想情况下，他们还应该具有采访技能，以便他们可以将其他相关的人带入现场流，并继续进行对话。
Understanding of Analytics
Source:Awario.com
这一切都很好，有人代表您的公司发表社交帖子，但是该人需要了解这些帖子是否成功。对分析的理解，特别是社交媒体指标，是任何社交媒体经理拥有的重要技能。
任何营销应该从制定目标开始。在the case of social media marketing, the goals may relate to increasing awareness, engagement, following, or even using social media posts to drum up additional sales. However, you need to have some way of measuring whether you are meeting your goals. The metrics on which your social media manager will focus should relate directly to your chosen goals.
You have to trust that your social media manager understands how the various social networks operate. He or she should be able to advise you which social channels should be your primary areas of focus.
Easily Adaptable
Adaptability is more of a trait than a skill. Social media is a fast-changing industry. You don't want a social media manager who is stuck in their ways and unwilling to change. There has been a definite move from all-text posts to image posts to video posts in recent times, along with increased popularity in live-streaming. Your social media manager needs to be able to keep up with the trends (for your average audience) and be willing to change his/her approach accordingly.
Main Responsibilities of a Social Media Manager
制定您的社交媒体策略
社交媒体经理要做的第一个工作之一就是创建（或审查）公司的社交媒体策略。他或她将需要与管理层合作。特别是，您的经理将需要确定未来社会运动的目标和未来方向。这需要与整体业务目标保持一致。
Implementing the Social Media Strategy
Once your social media manager knows the direction to take for future social campaigns, he or she can begin the process of running the social accounts as planned. Your manager may well choose to work with a社交媒体市场营销Platform帮助计划。他或她可以使用它提前设置帖子时间表，在某些情况下，甚至可以在平台上组装帖子。
If your social media manager oversees a social team, he or she will have to allocate specific tasks to the various team members. Many of the platforms can simplify communications between the team.
内容创建
尽管您的社交媒体经理可能对您的所有内容创建不承担任何责任，但他或她将对它负责，并监督创建过程。这包括监督影响者广告系列中使用的内容，尽管影响者很可能会自己创建这些内容文章。
社交媒体监控
The social media manager will need to continually measure results to see how successful the posts are at meeting the organizational goals. He or she will need to adjust the metrics to follow for each campaign, not continually relying on the traditional "old favorites" or vanity metrics such as follower numbers.
Essential Tasks for a Social Media Manager
The specific tasks that your social media manager will need to do will relate to the responsibilities we set out above. For instance, communicating with all relevant stakeholders and putting together a social media strategy will have to be one of his/her first jobs. It is only once the plan is clear that the social media manager can get on with the task of sensibly operating the social accounts.
您的社交媒体经理将对您的社交帐户运营负责。他或她将跟踪结果并处理任何可能出现的问题。根据社会团队的规模，您的经理可能会发布新内容并与您的追随者互动。他/她可能必须回答客户问题和评论并分享其他相关材料，包括影响者和其他重要人物的帖子。
您的社交媒体经理可能还负责您的大部分品牌倡导，甚至可能是员工倡导。他或她将找到并与您的利基市场中合适的影响者联系，以确保您的帐户可见并看到有价值的人。
Your social media manager (or another member of the social team) may also have the responsibility to go into groups and forums to discuss issues relating to your business and its niche.
你的社交媒体内容管理器可能spend quite some time writing copy and designing visuals for posts. This will be particularly so if you also run a blog or a YouTube channel. He or she is also likely to write comments on posts, both your own and others in the niche. The comments on influencers' posts, in particular, will need to be well thought through and add value to the original content.
To be able to measure campaign results, your social media manager will first need to develop benchmarks against which you can compare the results of specific campaigns. He/she will then compare the actual results with these benchmarks to determine the success of the campaign, and then report back to senior management.
Your manager might even go further than this, and analyze how your firm is performing socially compared to your main opposition.
