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Scope of social media management

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The field of communication has evolved over the years. There was once a time when copywriters and editors worked in newspaper publications. When the advertising agencies arrived, they needed writers and visualizers to conceive and develop advertising campaigns for clients. During the 2000s, the advent of television channels required writers to conceive text for tickers and other visuals. When the social media and digital media evolved as a pillar of communication, advertising, and public relations agencies began employing people to manage the digital portfolio of clients.
The emergence of digital media marketing in the age of social media has originated the profession of social media managers. These energetic people need to have a command over the English and Urdu language. They are aware of the dynamics of the industry in which their clients are working and are well-informed of new market trends. Social media managers have the task of promoting their client’s brands through various forms on social media. This content shared on social media could take a variety of forms ranging from articles, videos, images, eBooks, blogs, vlogs among others.
A social media manager needs to first understand the client brief before working around a strategy to fulfill the client’s advertising objectives. The social media calendar, therefore, is the tool a social media manager uses to determine how various posts will be published on the clients’ social media pages. It is normally a calendar spread over two weeks to a month including all special events including public holidays that the brand could highlight on its page. The most important weapon for social media managers is the content. Content generation requires the most amount of time and is an interesting process as well. For those who love to write, they enjoy this process wholeheartedly.
This content generation process takes various forms. The content could a write-up about the product or a video such as a digital media commercial, a public service message, or a documentary. In the case of a documentary, Urdu content writers use their expertise to write scripts. Furthermore, the content could be visuals celebrating a joyful event or commemorating the death anniversary of an eminent personality. Social media managers’ insights and acumen make them successful. If they are able to connect the brand with the social media user’s consciousness and behavior, they can do wonders with their strategies.
Social media managers need to plan and strategize based on the client’s objectives. They have to create brand awareness and work on the client’s online reputation. Managing the content of the client’s website is another important dimension. Moreover, they need to work on search engine optimization (SEO) of the client’s website to optimize incoming organic traffic from search engines. Social media managers are in fact the custodians of the client’s brand. They create and publish original content to increase user engagement. This is identified through likes, shares, and comments received on each post on social media. It defines the trend a brand will experience from the time of its launch or re-launch.
During the last few years, social media managers too have evolved and are known by various job titles such as Digital Marketing Manager, Content Marketing Manager, Customer Experience Manager, and Community Manager.
The biggest challenge for social media managers is to keep themselves up-to-date about the trends, development, and insights occurring in the world of digital media. Digital media has become a major player in facilitating all sectors and industries. Today there are only a handful of companies not having a social media presence. In fact, customers prefer acquiring information about a brand from its social media pages than from the website.
The major responsibilities of a social media manager include brand development, identifying the target market, creating marketing objectives, assisting in the website development process, and facilitating in the visual design process. In some cases, a social media manager also serves as the client servicing executive.
Social media managers also cultivate a content strategy to add value to the brand’s existence. It must resonate with the ideals on which the brand is built. This calls for social media managers to know the brand and its target market inside out. Another significant element is creating a call for action. The content shared must result in some action from the customer. This may include the customer asking for more information, visiting the brand’s website, or actually buying the brand. In short, a social media manager is the person who knows how to build and market brands.