Essential Skills For Social Media Managers

Becoming a social media manager

What you'll learn

Becoming a social media manager

Strategy Development for Social Media Managers

Content Creation For Social Media

Community Management in Social Media

Requirements

No

Description

Only 10 years ago the social media manager role was not even a job or a career. It didn’t exist. Facebook was barely a year old and was still just a way for people to connect to other students online. The term social media marketing wasn’t in the lexicon.Fast forward a decade and every organization must have a social media manager, whether full time or part time. They need to be like a juggler at a circus and keep a lot of balls up in the air and make them all land safely. It requires skillsets which means managing many moving parts. Technical, analytical, creative with a bit of project management thrown in. Heard of the term “Ninja Geek”? Maybe “Creative technologist?Essential skills of a social media managerIt can mean being always on and keeping tabs on your community. It involves being creative like an artist but also learning to be the “data scientist”. In a digital age the geeks may indeed inherit the earth.So here are the top skills a social media manager needs to have to succeed and excel.1. Strategy planningYou will need to understand the big picture. How search, content and social media all works together. You will need to outline goals, define your target audience and know what platforms will help you scale your efforts. As social media marketing is complicated you will need the right tools to do “social at scale” and automate.2. Tactics and executionTactical execution is paramount to the success of any social media managers day to day job. This means you need to have attention to detail or to understand who you need to hire to maintain day to day accurate execution of the required tactics.3. Community managementSocial media is about creating, observing and responding to conversations within your brand community. Monitoring tweets, responding to Facebook posts and engaging with brand advocates. It even means knowing how to respond to trolls and negative feedback. It’s part PR and part commonsense.4. Understand how content works on a social webSocial media delivers and amplifies content, both from the brand and its community. The social media manager needs to know what content works and what doesn’t on social networks. It also means understanding which different media formats such as text (articles), video, images and podcasts resonate with your particular niche.You will need to know how to make content move and maybe even go viral across Twitter, Facebook, Instagram, Pinterest and the other social networks.5. Optimizing content and technologyThe social web is an ecosystem of search, mobile and content. Making sure that you know how to guide a customer down a sales funnel from discovery, engagement, following and finally sales requires some particular skill sets.Understanding the essential for optimizing content for SEO, so search engines will rank high for your keywords and phrases on GoogleConverting traffic when they hit your landing pages so customers register for webinars, download ebooks and share your content on Facebook.Using tools like InVideo, Canva etc. to quickly create professional-level videos and images.6. Creative mindsetSocial media marketing is not just cold hard tactics. It means understanding the creative process that provides creative content that engages with your customer and touches their hearts and not just their minds.Don’t underestimate the importance of creative visual content and be willing to experiment. Artists are always pushing their limits.7. Writing skillsImages are essential on a visual web and pictures of cats and cute babies and funny images are important. But great writing and how it works online are also vital. It includes:The art and science of headline writingWriting engaging introductionsStructuring your text for easy reading online. People will be skimming and scanning, so that means subtitles, bullet points and numbering are part of the skillset8. Be on top of the latest digital marketing trendsSocial media is not a singularity. The social web is made up of intersecting trends as it matures and evolves. These mean understanding some of the following.The rise and role of mobileThe emergence of “pay to play” with Facebook reducing it’s organic reachThe rise and rise of visual marketing as Instagram and a Twitter that is looking much more like a visual image feed punctuated with 140 character tweets.9. Analytical skillsWhen social media started there were no tools to measure the impact of your campaigns and marketing initiatives on social media. There were no analytics tools on Facebook or Twitter.You saw what worked by mindlessly monitoring the the streams, posts and pages. More art than science.Now you can measure what works and what doesn’t in real time. Today you can even measure sentiment. (With Agorapulse — I can have detailed performance reports, key performance metrics including reach, engagement, response rate, conversation rate, community growth, and more. Get your first 2 months absolutely free using our coupon code.)In 2015 it is becoming “more science than art”10. Leadership and communication skillsKeeping the management informed, the team motivated and customers excited and engaged means knowing the art of communication. This includes presentation skills both verbally and written.A social media manager needs to manage! That means they need to be a leader.How are your leadership skills?

Overview

Section 1: Strategy Development for Social Media Managers

Lecture 1 Strategy development overview 1.1

Lecture 2 Create a social media strategy 1.2

Lecture 3 Plan with an editorial calendar 1.3

Lecture 4 Research your industry and pop culture 1.4

Section 2: Content Creation For Social Media

Lecture 5 Content creation overview 2.1

Lecture 6 Polish your writing skills 2.2

Lecture 7 Prioritize your design skills for social media 2.3

Lecture 8 Grasp filming and recording foundations 2.4

Lecture 9 Host as on-camera talent 2.5

Lecture 10 Rely on content curation 2.6

Section 3: Community Management in Social Media

Lecture 11 Community management overview 3.1

Lecture 12 Monitor and respond to customer feedback 3.2

Lecture 13 Provide customer service on social media 3.3

Section 4: Paid Social Advertising

Lecture 14 Paid social advertising overview 4.1

Lecture 15 Distinguish paid advertising and organic promotion 4.2

Lecture 16 How to manage paid social campaigns 4.3

Section 5: Collaborate With Social Media Partnerships

Lecture 17 Social media partnerships overview 5.1

Lecture 18 Partner with stakeholders internally 5.2

Lecture 19 Collaborate with external partners 5.3

Section 6: Social Media Measurement

Lecture 20 Social media measurement overview 6.1

Lecture 21 Analyze social media goals and metrics 6.2

Lecture 22 Use a mix of measurement tools 6.3

Lecture 23 How social media managers evolve 6.4.mov

Section 7: Story Basics

Lecture 24 How stories connect 1.1

Lecture 25 Story types to grow 1.2

Lecture 26 Good story qualities 1.3

Section 8: Building a Story

Lecture 27 Finding your story 2.1

Lecture 28 Your audience 2.2

Lecture 29 Call to action 2.3

Section 9: Telling a Story

Lecture 30 Story structure 3.1

Lecture 31 Grabbing attention 3.2

Lecture 32 Deep engagement 3 3

Lecture 33 Growing community 3.4

Lecture 34 Interactive stories 3.5

Section 10: More

Lecture 35 More material 4.1

Lecture 36 Interview 4.2

Lecture 37 Core values 4.3

Lecture 38 Connect before convincing 4.4

Lecture 39 Crowdfunding 4.5

Lecture 40 How to start your story 4.6

Lecture 41 Tell stories in person 4.7

Section 11: Getting Started with TikTok

Lecture 42 Benefits of creating on TikTok 1.1

Lecture 43 Identifying your authentic creator persona 1.2

Lecture 44 Setting up your account on TikTok 1.3

Lecture 45 Choosing accounts to follow 1.4

Lecture 46 Understanding trends 1.5

Section 12: Creating Content

Lecture 47 Developing a content strategy 2.1

Lecture 48 Understanding TikTok's algorithm 2.2

Lecture 49 Creative best practices 2.3

Section 13: TikTok İnterface and Features

Lecture 50 Home and Discover pages 3.1

Lecture 51 Inbox and Profile pages 3.2

Lecture 52 TikTok has quickly become one of the most popular 3.3

Lecture 53 Finding insights in analytics 3.4

Section 14: Monetizing Tiktok

Lecture 54 Initiating brand partnerships and collaborations 4.1 mov

Lecture 55 Selling products, services, and merchandise 4.2

Lecture 56 Growing your business with TikTok 4.3

Section 15: Frame Your Brand Strategy . Starting with Customer and Market Research

Lecture 57 1 .1 How to build your strategy A customer researc

Lecture 58 1.2 Forming a strategy through strong customer int

Lecture 59 1.3 Leveraging customer research to develop a cust

Section 16: Develop Yoru Brand Promise. Building a Unique Position

Lecture 60 2.1 Discovering your unique brand value to build a

Lecture 61 2.2 Creating a customer benefit ladder Deliver con

Lecture 62 2.3 Bringing it together Write your brand positio

Section 17: Define Your Brand Character. Articulating Brand Value

Lecture 63 3.1 Identifying your brand character Select an arc

Lecture 64 3.2 Describing your brand character Hone brand per

Lecture 65 3.3 Fleshing out your brand Define brand edges

Section 18: Activate Your Brand Strategy. Connecting with Customer.

Lecture 66 4.1 Tailoring the customer journey Nurture down th

Lecture 67 4.2 Planning creative Write creative briefs to exe

Lecture 68 4.3 Evaluating creative A framework to assess your

Section 19: Refine Your Brand Strategy influencing the Customer Experience

Lecture 69 5.1 Using the four Ps framework to refine your bra

Lecture 70 5.2 Using the start, stop, and continue framework

Lecture 71 5.3 It's time to create your brand strategy

Section 20: Getting into the marketing Mindset

Lecture 72 Think like a marketer 1.1

Lecture 73 The role of a marketer 1.2

Lecture 74 B2B vs. B2C marketing 1.3

Lecture 75 B2B vs. B2C experiences 1.4

Lecture 76 The five types of marketers 1.5

Lecture 77 The role of design in marketing 1.6

Lecture 78 DIY design in marketing 1.7

Lecture 79 What is a marketing campaign 1.8

Lecture 80 Speak like a marketer 1.9

Lecture 81 Challenge Marketing terms pop quiz 1.10

Lecture 82 Solution Marketing terms pop quiz 1.11

Section 21: Understanding the World of marketing Strategy

Lecture 83 Inbound vs. outbound marketing 2.1

Lecture 84 Content marketing 2.2

Lecture 85 Social media marketing 2.3

Lecture 86 Search engine optimization (SEO) 2.4

Lecture 87 Paid marketing 2.5

Lecture 88 Account-based marketing (ABM) 2.6

Lecture 89 Email marketing 2.7

Lecture 90 Earned media and PR 2.8

Lecture 91 Challenge What strategy would you choose 2.9

Lecture 92 Solution What strategy would you choose 2.10

Section 22: Building Your Marketing Campaign

Lecture 93 Laying a foundation for marketing campaigns 3.1

Lecture 94 Creating SMART goals for marketing 3.2

Lecture 95 Creating a content strategy roadmap 3.3

Lecture 96 Visual language design for marketing campaigns 3.4

Lecture 97 Realizing the potential of your marketing campaign 3.5

Lecture 98 Thank you 3.6

Section 23: Building Message Architecture

Lecture 99 Creating a message that resonates 1.1

Lecture 100 Assembling a group of messages 1.2

Lecture 101 Testing messages qualitatively 1.3

Lecture 102 Testing messages quantitatively 2 1.4

Section 24: Creating Compelling Stories

Lecture 103 Architecting storylines 2.1

Lecture 104 Making your customer the hero 2.2

Lecture 105 Making your employees the heroes 2.3

Lecture 106 Using persuasive techniques 2.4

Lecture 107 Experimenting with story formats 2.5

Section 25: Creating Effective Thought Leadership

Lecture 108 Choosing thought leadership topics 3.1

Lecture 109 Covering thought leadership topics well 3.2

Lecture 110 Answering the So what question 3.3

Lecture 111 Borrowing techniques from instructional design 3.4

Lecture 112 Experimenting with thought leadership formats 3.5

Section 26: Growing and Engaging Your Audience

Lecture 113 Growing your email list 4.1

Lecture 114 Finding look-alike audiences 4.2

Lecture 115 Improving your content SEO 4.3

Lecture 116 Expanding your content distribution 4.4

Section 27: Personalizing Content Experiences

Lecture 117 Understanding elements of content personalization 5.1

Lecture 118 Personalizing for content discovery 5.2

Lecture 119 Personalizing for content engagement 5.3

Lecture 120 Creating personalized wow moments 5.4

Section 28: Scaling Content Marketing Operations

Lecture 121 Managing a content marketing team 6.1

Lecture 122 Using advanced content technology 6.2

Lecture 123 Maturing content roles 6.3

Lecture 124 Reusing and repackaging content 6.4

Lecture 125 Establishing global content marketing 6.5

Lecture 126 Creating a content supply chain 6.6

Section 29: Assessing Content Marketing

Lecture 127 Evaluating content marketing impact 7.1

Lecture 128 Using content optimization testing 7.2

Lecture 129 Calculating content marketing ROI 7.3

Section 30: Find Your Business Strategy

Lecture 130 Knowing who you are 1.1

Lecture 131 Defining your narrative statement 1.2

Lecture 132 Identifying emotional needs 1.3

Lecture 133 Create your value statement 1.4

Section 31: Define Your Target Customers

Lecture 134 Identifying customer groups 2.1

Lecture 135 Creating a customer persona 2.2

Lecture 136 Measuring customer lifetime value 2.3

Lecture 137 Quantifying customer loyalty 2.4

Section 32: Research Find What Your Customers Want

Lecture 138 Researching keywords to find audience needs and in.3.1

Lecture 139 Using Google Trends to find market trends and cust.3.2

Lecture 140 Developing your initial plan 3.3

Lecture 141 Using micromoments to create customers 3.4

Section 33: Clearly Identify Business Goals and Build Processes

Lecture 142 Defining your marketing goals 4.1

Lecture 143 Differentiating between acquisition and engagement.4.2

Lecture 144 Understanding messaging and objectives 4.3

Section 34: Develop a Long Term Marketing Plan

Lecture 145 Understanding the purpose of content marketing 5.1

Lecture 146 Planning content assets 5.2

Lecture 147 Creating a long-term content calendar 5.3

Lecture 148 Curating content 5.4

Section 35: Turn Cookies into Customers

Lecture 149 Getting the big picture 6.1

Lecture 150 Retargeting visitors 6.2

Lecture 151 Designing effective landing pages 6.3

Lecture 152 Getting that email address 6.4

Lecture 153 Stopping the blast 6.5

Section 36: Measure and Modify Your Plan

Lecture 154 Measuring the right things 7.1

Lecture 155 Visualizing your measurement process 7.2

Lecture 156 Developing a 360 customer profile 7.3

Lecture 157 Next steps 7.4

Section 37: The Dijital Marketing Framework

Lecture 158 The building blocks of digital marketing 1.1

Lecture 159 The marketing funnel 1.2

Lecture 160 The buyer journey 1.3

Lecture 161 Create a buyer journey map 1.4

Section 38: Digital Marketing Basics

Lecture 162 How to develop a marketing strategy 2.1

Lecture 163 How to identify your target market 2.2

Lecture 164 How to create your customer persona 2.3

Lecture 165 How to create your customer persona 2.4

Lecture 166 How to establish goals for digital marketing 2.5

Lecture 167 How to develop your digital marketing KPIs 2.6

Lecture 168 How to draft a one page marketing plan 2.7

Section 39: Digital Marketing Key Concepts

Lecture 169 Digital marketing Persuading with data 3.1

Lecture 170 How analytics work in digital marketing 3.2

Lecture 171 How to capture key insights in your digital marketing 3.3

Section 40: Digital Marketing Hub and Spokes

Lecture 172 How to outline your online marketing presence 4.1

Lecture 173 How to decide on a marketing channel 4.2

Lecture 174 How to prioritize in marketing 4.3

Lecture 175 How to create powerful marketing messaging 4.4

Lecture 176 How to create lean messaging in marketing copy 4.5

Section 41: Digital Marketing with Your Website

Lecture 177 How to optimize your website 5.1

Lecture 178 How to use copywriting in your marketing 5.2

Lecture 179 How to build landing pages that convert 5.3

Section 42: Digital Marketing with Paid Channels

Lecture 180 Introduction to paid advertising 6.1

Lecture 181 How to identify the value of a customer 6.2

Lecture 182 How to budget for paid marketing 6.3

Lecture 183 How to create your first paid campaign 6.4

Section 43: Digital Marketing with Social Media

Lecture 184 Social media marketing First steps 7.1

Lecture 185 How to decide on a social media platform 7.2

Lecture 186 How to build and leverage followers 7.3

Section 44: Digital Marketing with Email

Lecture 187 How to develop an email marketing plan 8.2

Lecture 188 How to measure the success of email 8.3

Lecture 189 How to launch successful campaigns Email tools 8.4

Section 45: Marketing Analytics Skills

Lecture 190 How to decide what to track in marketing 9.1

Lecture 191 How to generate reports for marketing analytics 9.2

Lecture 192 How to continually build digital marketing 9.3

For all Social media managers