Companies dedicate teams to work in social media. What happens when you only have one person? Provide opportunities to ensure growth and hone the skills listed below. This person has the potential to be the most dynamic contributor in the company as a writer, designer, videographer, and a data nerd. Using both sides the brain to an equal ability, social media lone wolves balance creativity with analytics.
Unfortunately, social media is routinely met with fluffy stereotypes. This is why some companies are slow to adapt in the space, and before they know it the competition is flourishing in conjunction with a thriving social presence. Conveying social media’s return on investment is often easier said than done. Employees are compelled to quantify its effect. Sometimes calculating social media efforts into a number reduces and oversimplifies the benefits, leaving executives to wonder what the greater value is.
Ensure your team-of-one has the right set of tools and resources to become efficient. With so many aspects to the job, it’s vital to identify which roles are most important to the company. A good social media employee can handle a variety of these needs for your company:
According to HubSpot, 65 percent of senior marketers say visual assets are vital to communicating their brand’s story. Images take up more real estate than text-only posts. This means that posts with images garner far more impressions, resulting in more engagements.
A good social media employee should know the ins and outs of search optimization. They are familiar with HTML, keywords, tags, and understand what it takes to raise brand visibility. Here are some best practices that can help boost SEO.
Optimizing pages for social sharing may not be easy. Sometimes the Open Graph code or Twitter Cards get jumbled during handoffs to the web editors. In smaller organizations, social media employees can add this code into the page and ensure it’s correct.
Along with being a talented graphic designer, they are also great writers. Let’s face it, when you’re on social media you hear and see everything. Knowing just where to look to get the right sources and develop a post in a short amount of time is valuable.
Videos are a great way to deliver rich content without the burden of character limitations. It is possible to produce quality videos without a big budget. There are plenty of opportunities when using a sound social media video marketing strategy.
Any good social media employee knows the value of Google Analytics. Tuned into the popular pages on a company’s website, these people are the first to discover momentum of content, a new product rollout or announcement. And it’s not limited to an interested audience. There are opportunities to draw conclusions about new audiences based on data across social networks.
Public and media relations specialist
Double traditional media outreach tactics by connecting with reporters and outlets on LinkedIn and Twitter. Chances are you already follow them from your personal account to follow the news. According to Entrepreneur, through your “strategic use of hashtags and social media tagging, you can get a solid media coverage, provided you have a good story to cover.”
It’s not just the media these days. It’s the individual. Identify the people who truly understand your target audience and hold the necessary persuasive appeals. Your employee knows what it takes to identify them and will work these influencers into the strategy.
Customer service representative
Social media employees are on the frontlines too. Customers find it easier to mention companies on Twitter with a question or complaint than waiting on hold via telephone. This is an underrated role. Not only do these employees get to help customers, when and how they respond can directly impact the brand’s reputation. Nearly half of social media users expect a response within an hour of posting their question or comment, according to Jay Baer. No pressure.
Social selling is becoming more effective. Social networks are now tailored to support lead generating advertisements. On top of that, organic efforts to connect and engage potential customers will become more important.
Whether your employee runs a campaign to boost awareness, generate leads, or foster engagement, they can master the budget and audience targeting.
The strongest voice for a brand can often be its employees. Followers, impressions, and engagement rise exponentially. Harness the power of fellow employees. Be the company’s biggest fan. It takes time, but it’s well worth pursuing.
Society of Human Resources Management’s 5 Recruiting Trends of 2016 has many elements of social media scattered within. Social media folks can spearhead the movement with Human Resources.
Social media employees are the brand’s voice and hold the keys to its reputation. Their actions can be more visible than the CEO’s. Don’t forget all the monitoring and listening for brand mentions. This is possibly the most powerful element.
Digital brand enforcer
Copycats are out there using a version of your company handle or logo. Sometimes they don’t realize what they are doing is wrong, but keep the hit list handy. When the time comes, give your employee authority to strike to protect the brand.
Proving return on investment is tough for any communications professional. Focus on solving the pain points with available resources. These dynamic contributors will surface and soon enough the return will show.
If you don’t have a social media employee, hire one quick. Then hire a second person.
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