It drives me nutty when people expect a social media manager to also be an expert in SEO, have a communications or journalism degree, be the PR person, create infographics, and design and update the website.
Small businesses often want a one-size-fits-all solution. I would, too. However, the technical depth required for design and SEO may not even exist in the same human being. Many of us social media managers have varying degrees of expertise in these fields, but should they be required? I say no.
The person at the wheel of social media shouldn’t be in charge of the entire marketing car.
A race car driver isn’t in charge of the funding or building of his car. He isn’t even in charge of the maintenance nor is he responsible for pit stop tire changes. Certainly, he doesn’t have to book the race. He has a team for that. He has to arrive, make appearances, connect with the crowd, make fans, drive the car, and win.
Social media management is just part of that winning team.
It’s always nice if a manager understands the parallel fields because they work better together. Having a conceptual understanding of search engine optimization (SEO) allows a writer to include key phrases in the blog posts. Understanding Google Plus and how it helps you rank higher in search motivates us to use it more frequently. Understanding the importance of visual elements relating to our social posts to reinforce the overall message matters.
So, if we now agree on what shouldn’t be required for a Social Media Manager, then what skills are important? Continue reading