What a Social Media Manager Actually Does
A good SMM is part creative, part analyst, part community builder:
- **Content creation:** Writing, designing, or coordinating visual content - **Publishing:** Scheduling and optimizing post timing - **Community management:** Responding to comments, DMs, and mentions - **Analytics:** Tracking what works and adjusting strategy - **Trend monitoring:** Staying current with platform changes and opportunities - **Collaboration:** Working with other teams on campaigns and launches
Skills to Prioritize
The best social media managers combine creative and analytical abilities:
- Platform expertise - Deep knowledge of your target platforms
- Writing ability - Can adapt voice for different contexts
- Visual eye - Understands what performs well visually
- Community sense - Knows how to engage authentically
- Analytics fluency - Can interpret data and adjust
- Speed - Social moves fast; they need to keep up
Evaluating Social Media Work
Ask to see accounts they've managed. Look for:
- **Consistency:** Is there a clear brand voice and visual style? - **Engagement:** Comments and shares matter more than follower count - **Variety:** Do they use different content formats effectively? - **Responsiveness:** How do they handle comments and mentions?
Assignment idea:
Give them a product or announcement and ask them to create 5 posts for different platforms. This reveals both creativity and platform understanding.
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