First, let’s define the term social media ‘strategist’, ‘expert’,
‘specialist’ or whichever title you prefer to use to describe that particular
marketing specialisation because I understand it
often causes confusion. I have picked the
term ‘social media strategist’ for this post’s title as for me it is the most
accurate to describe the role. A professional in this industry will never
proceed to manage anyone’s social media platforms without properly planning a
detailed strategy first, and that is usually the main difference between those who are qualified to do the job and those who
aren't.
A social media strategist,
therefore, is the professional behind any successful social media business
page. That person is responsible for aligning
a company’s social media activities with the overall marketing direction of the
business. For some, this might still seem
generic and difficult to understand, but hopefully,
the rest of this post will shed some light into this role’s specifics while answering some common queries I often
hear from clients.
- Do you think you can do it yourself?
The main problem with small
business owners and their view of social media nowadays is that they believe
they can run it themselves. People often think that because they know how to
use Facebook, Twitter and Instagram to
connect with friends, they can do the same for their business. However, it is
one thing to use social platforms for personal purposes and a whole different
story to run a successful business page. If you honestly think you can understand the rules of engagement, what
creates value for your target audience, the different dynamics in each
platform, and how to translate all that to business growth, then, by all means, go ahead and do it yourself.
If not, you should probably think twice before endangering your firm’s image.
- Do you think social media are not a good fit for your industry?
While
it is true that not all types of businesses should expand their presence on the
same level all social networks, some social media presence is still required. Think
of it this way. Chances are your customers – and competitors! - are already on social media. Don’t you want to
be where your customers are? A social media strategist will research the market
and tell you exactly which platforms would benefit your particular type of
business.
- Do you think it is still too early to invest in social media?
New
business owners often think that hiring a
social media specialist is something only large businesses can afford. Others
might choose to postpone social media altogether
until the brand grows in popularity. Both
these views are wrong. Do some market research
and you will discover plenty of affordable solutions available depending
on the level of management or the number of platforms you are looking to have
managed. The right social media manager for your
firm will tell you it is much easier and cost-effective for a new brand to
gain awareness through social media, than any other channel. Therefore, social
media are an essential tool for the future success of any start-up.
- Do you know what exactly you are trying to achieve?
On the other
hand, I often meet clients who are more than
excited to create a strong social media presence for their start-up. And
that is great! However, when I ask them what their social media objectives are
and what exactly they are trying to achieve through that, they don’t know the
answer. Most people would reply something like ‘getting followers’ or ‘likes’
or whatever. If you are not able to tie each social media activity to at least
one business objective, though, you will
be wasting your time without a doubt. That is where a specialist will come in
handy once again.
Having said all that, and
even though social media are a powerful tool, people should never make the mistake
of thinking that a solid social presence is all it takes to ensure a good level
of sales. The purpose of your social media strategy is to complement and
augment your overall marketing and sales strategy. One cannot do well without
the other, and anyone who tells you
otherwise shouldn’t be trusted.
