Are You Social Listening?

listen

Social listening (or social media monitoring) is paying attention to  your brand’s social media channels for:
– customer feedback
– direct mentions of your brand
– discussions regarding specific keywords, topics
– those same things in your competitors and industry

Of course, monitoring alone isn’t of much value if it is not followed by an analysis to gain insights that you can act on.

Some people refer to this as “conversational research” because it is kind of like listening in on other people’s conversations about you – which in real life is hard to resist.

Though a starting place can be a simple “vanity search” on your name or the name of your company, most professionals will use social listening tools to monitor all four items noted above.

Tools can filter the data in more granular grouping conversations by fields such as geographical locations, online channels (Twitter, Facebook, blogs, forums, etc.), positivity, recency, language, and by specific groups based on sex, age and many other demographics.

Not doing social listening is the equivalent of not listening to your friends and co-workers’ comments about you. “I don’t want to know what they think of me,” is not really a good attitude.

Marketing is certainly a part of any organization and specialized software is needed to complete complex searches and scan the 80+ million online sources for mentions t

So, You Want to Be a Social Media Manager

two people in a discussion with mobile phones

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You see ads for the position of Social Media Manager. You use social media every day.  Maybe you’re no designer or marketing expert, but could you be an SM Manager?

What are the job responsibilities? Of course, that varies based on the employer, but here’s a quick list of some common parts of the job.

  • Work with content creators, possibly a content manager, public relations and marketing teams. If this is a small organization, you might be a one or two-person “department” and some knowledge of photography, videography, image editing skills is a real plus.
  • Develop a social media strategy
  • Manage all social media tactics to leverage content, drive community engagement and ultimately increase key KPIs.
  • Probably you will manage the social media budget
  • You will capture quantitative metrics and provide analysis and insights using SM management and analytical tools (Salesforce, Hootsuite etc.) for listening, scheduling, engaging, and reporting.
  • Manage the social media content calendar
  • For that job interview and when in the position you will need to stay up to date
    on your industry, especially the social media trends of competitors.

Do you need a college degree? Depends on the employer. Some may accept previous SM experience in a company – not personal social media experiences, though that certainly will help you. There are very few people in social media with degrees in social media because there are very few social media degrees though there are related fields such as marketing.

You certainly need experience managing social media or relevant, digital marketing experience across social media channels including Instagram, Facebook, YouTube, Twitter, LinkedIn and Pinterest.