The Integral Role of a Social Media Marketer: Beyond Likes and Shares

In today's digital age, the role of a social media manager has evolved far beyond simply posting content and accumulating likes and views. While it's true that social media managers specialize in curating engaging content and fostering online communities, their role extends much further.

Allow me to share my perspective on why social media managers are, in fact, invaluable marketers and essential for achieving your business goals.

Understanding the Bigger Picture

While scrolling through LinkedIn, I saw an analogy that likened a social media manager running an email campaign or handling SEO to a podiatrist performing a root canal. That couldn't be farther from the truth. To fully grasp the significance of social media managers' involvement in broader marketing efforts, it's essential to understand that the ultimate goal of any business should be consistent across all its facets. Whether it's brand awareness, lead generation, or driving sales, every part of the organization should work TOGETHER.

Metrics and Optimization

Social media managers who neglect metrics, tracking, and optimization are setting themselves up for stagnation. Today's digital landscape demands constant adaptation and data-driven decision-making. Knowing how to measure and demonstrate the value of their work is what sets apart a proficient social media manager from the rest.

Not only being aware of, but being proficient in analytic tools like GA4, understanding MTA solutions, and data analysis and reporting (on metrics that matter to the business) is crucial to anyone working in social media at the manager level. I guarantee you no CEO is going to care that your reels are getting over 10,000 views if you haven't driven any of the main business KPIs (leads, sales, subscriptions, etc.).

SEO Integration

Successful social media strategies are intricately linked with SEO. With the rise of platforms like TikTok, Pinterest, and YouTube functioning as search engines, it's imperative that social media managers understand SEO principles. Hashtags alone can significantly impact discoverability, and a manager who doesn't comprehend this aspect is like a graphic designer without computer skills - they may create visually appealing content, but it won't reach the right audience or drive desired actions.

Moreover, social media managers should collaborate with email marketing teams to drive potential customers into the sales funnel. They often have a more intimate understanding of the consumer and can inspire email content that resonates with the audience, fostering a seamless marketing experience.

Social Media Managers as Marketers

This brings us to the crux of the matter: social media managers ARE marketers. Dismissing this notion is a grave oversight. Don't be fooled by social media "managers" who proudly present on vanity metrics such as views, likes, and reach. It is akin to an SEM managers proudly showing off their impressions when you have a $1,000 CPL (cost per lead) for a $5 product (and some actually do this!).

But there's hope! If you're a social media manager reading this, and feeling discouraged because you don't have these skills, or if you're a business owner who is disappointed in their social media performance there are tons of FREE resources motivated individuals can leverage to build their skills.

1. Get your Google Analytics certification and start tracking the performance of your posts and their impact on the overall business.

2. Sit down with other marketing teams and learn what they look at and how they optimize for performance, so you know where you can contribute.

3. Take some courses on HubSpot and learn how good social media managers contribute to real business results.

At the manager level, social media professionals should meet marketing standards. While I don't believe they should be the email team, and the SEO team, and the PPC team, it is soley because they are one person and NOT because they shouldn't need to understand how those other channels work. Organic social media, can drive genuine business performance when treated as a marketing channel. And similar to other high funnel marketing channels, it IS measurable.

In conclusion, the role of a social media manager transcends the confines of mere engagement metrics. To succeed in today's competitive digital landscape, they must be viewed as essential marketers who contribute to your business's bottom line. Vanity metrics like reach, likes, and views should take a back seat to metrics that truly matter - metrics that drive profits and business growth.

In a world where digital marketing is ever-evolving, the collaboration between social media managers and the broader marketing team is essential. Embrace the potential of your social media manager as a marketing asset, and watch your business thrive in the interconnected digital ecosystem.