Tweeting For A Living
Social media jobs are more demanding than many may think. It’s not just scrolling through Twitter or Facebook all day. My actual job title does include marketing as well – and that’s a huge part of my role for this company – however, social media is primarily what I want to talk about today. It seems not many people understand why you need a social media manager or what the job entails. Or maybe, you are thinking of starting a career in marketing or social media and want to find out more? This blog post is for you, too.
I manage two separate websites (business to business (B2B) and business to consumer (B2C)), and both of these businesses have their own set of social media channels and their own blog, so as it stands I manage:
2 x Twitter accounts
2 x Facebook pages
1 x Instagram Account
2 x Blogs (B2B, B2C)
In total, 6 channels that need their own posts, reach two separate audience categories (B2B, B2C). Now, if that doesn’t sound like a lot – trust me, it is. The suggested post frequency on Twitter is 5 Tweets an hour. You may think that’s a piece of cake. I don’t post 5/an hour but I do post at least 2 -3 depending on the amount of prepared content.
HA! Content. It’s not easy any more, on social media. To get the followers, who then are clients. Or to get likes on the latest post or to even get a RT. Your content must be exceptional, you need to be extra creative at all times and prepare A LOT of content in advance. I need info cards and promo cards for posts on Instagram or Twitter and Facebook. With that you need a nice, engaging caption that will stimulate action on your account. You also need to make sure that whatever your artwork is, or your info cards, they are high quality and well-tailored to match the tone of your marketing campaign and your business theme.
Managing both B2C and B2B social accounts means you need to be 1) extra careful about where you post what, 2) very close attention to detail so that your content matches your target audience’ expectations, 3) be able to adapt to the two different tones of B2C clients and B2B clients and be aware of the differences and how to target them. You need to think fast and be prepared for literally ANYTHING. Social media world is so unexpected, one minute everybody loves Unicorn Frappucinos, the next they’re boycotting Starbucks because they supposedly stole someone’s idea. I cannot stress enough how careful you MUST be in these jobs. Everything needs to be calculated.
Not only for my job here, but also for my own personal brand’s social media – nothing is accidental. I do not just put up what I like and when I like. Everything is calculated, measured and reviewed to make sure that what I am doing isn’t going to waste.
That’s where analytics come in. Apart from creating and pushing out all the content, I also have to constantly monitor how it is performing. This is through a combination of apps from Google Analytics, to Twitter’s own analytics and special separate software. I have to create reports on how the social media posts, blog posts or websites are doing and any numbers going down – you need to immediately start thinking how to fix it. With the algorithm changes, it has put a huge strain on all digital content creators and all companies – to make sure your content is seen. The research, analysis and reports is a huge part of the role and quite the boring one if you are not one for spreadsheets. (I am NOT).
Managing 6 channels can be a headache but of course, there are scheduling apps these days that can make this easier. But there aren’t any apps (well, not very accurate if so) that tell you what’s on trend or what is going to succeed out of the thousands of pieces of content that is being put out there. This job involves a lot of researching, reading other people’s blogs, snooping around other companies’ accounts and trying to find inspiration every day for more engaging, more interesting posts. Every day your social media campaign can only get better, your content more powerful and your engagement rate higher. You cannot allow any errors or silly mistakes – because once it’s out there, IT’S OUT THERE. The world wide web has a tendency of holding onto things we don’t want out there. Therefore, it is extra important to make no mistakes - humour is very popular to draw attention and engagement to your channel – but done wrong and it could backfire, causing your whole social media campaign to collapse (which could also really affect your business). No pressure!
Now, onto blogs. Oh, dear. We only post 2 – 3 blog posts a week. On both websites. So you’d think this is not a big deal. Well, let me tell you: it’s one of the most time-consuming tasks of the whole job role – and equally as demanding and challenging as managing the social media accounts itself.
One of these blogs is a B2B medical blog – all very scientific, very official language – I speak to doctors, nurses, and other medical professionals and it has to sound like it comes from another one of them. Otherwise you lose your credentials – not as an individual blogger, but as your company’s image – and that’s worse. The second blog is B2C and it is basically a commercial beauty blog featuring products from our website.
On a typical Monday, I will sit and draft new blog posts for the two websites, in between of checking Twitter on both accounts, to see for replies, likes and any new followers. The two blog post can take anything from 2 hours to 5, depending how much research and detail is involved. I post a few posts during the day in ‘real time’ rather than scheduled. This is mostly because of the trending hashtags or if there is a relevant event happening (like a conference or an exhibition). It is good to get involved. Once the blog posts are scheduled, I schedule the rest of the posts on social media across Facebook and Twitter. Then I check notifications and interact wherever possible with the audience. And of course, catch up with my emails, check analytics and create reports from the week before on engagement, conversions and more.
I then move on to the second part of my job, which is Marketing. This is all to do with writing press releases, organising conferences and exhibitions, submitting and negotiating editorial and advertorial content, speaking to editors of magazines and their assistants, approving and sending back artwork, monitoring any press mentions of our products, scheduling events and meetings. Currently, we are also discussing the update of our websites, so I am dealing with that now, too.
I could write another blog post on the marketing side of the job, maybe I will?
I hope this blog post sheds some light on what to expect out of a social media job. Or at least, on what I am doing all day, sitting at the office. It is a lot more demanding job than it sounds and creative thinking drains you when you have to think extra hard about original, interesting ways of promoting and marketing your content against all of the ‘stuff’ already out there. It’s tough. But every day is a challenge, and I do love that about this job. You never know what to expect or what could happen. It is highly demanding but also it is highly rewarding and it opens so many doors – not only for the business you work for – but also for yourself.
I’m sure a lot of bloggers, or content creators would agree with me to say that social media jobs are one of the most demanding creative jobs, they are stressful, you constantly work under pressure and constantly aiming to get better – because there is no time or room to get worse. Again, no pressure.