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Social Media Manager – What Qualifications Do You Need

Social Media Manager

Where to start

The qualifications you need to become a Social Media Manager will vary based on the type of role that you’re performing.

Social Media Marketing is no longer a matter of just having a good understanding of Google Pay per Click (PPC) and Facebook but now extends to a comprehensive Omnichannel marketing approach in a landscape which is constantly changing.

For example, only 12 months ago very few individuals knew much about TikTok, but now it has become one of the fastest-growing user platforms across a range of demographics, even outstripping Facebook and Instagram.

Although there are numerous Social Media platforms you can use to promote your brand, the fundamental principles and skills needed to be successful across the majority of them remain the same.

Given this, we recommended that you start not by learning the ‘technicals’ of a specific platform, but by first learning the underlying fundamentals and principals of social media marketing and platforms, and then digging into platform specifics. A great way to do this is by completing either the 10118NAT Diploma of Social Media Marketing or the Australis Professional Certificate of Social Media Marketing.


What is Social Media Marketing?

WordStream, a global provider of tools and tactics for all things Social, defines Social Media Marketing as…

“a form of internet marketing that involves creating and sharing content on social media networks in order to achieve your marketing and branding goals. Social media marketing includes activities like posting text and image updates, videos, and other content that drives audience engagement, as well as paid social media advertising.”

Social media marketing was initially dominated by a handful of applications and websites, the most widely known including:

Google PPC Bing PPC
Facebook Social and PPC Twitter
LinkedIn Instagram
Snapchat YouTube

Until recently, it was possible to spend the majority of your time and budget on a select few channels and achieve a good return on your investment from both your social engagement and advertising spend.

Towards the end of 2019, it became apparent that consumers were regularly engaging on several channels, often daily, and therefore, to successfully continue to achieve your branding and marketing objectives, a strategic rethink was required.

Social Media Managers are now faced with the challenge of developing and executing strategies across multiple platforms simultaneously and in a consistent manner, to ensure a consistent flow of brand messages and advertising to existing and potential customers.

And it is not just the different sites to be considered, but also the use of multiple devices. A potential customer may start their journey with you on their smartphone, then shift to a desktop or tablet, but finally purchase in response to an email targeting their specific behaviour based on tracking their activities using a marketing automation solution.


What is the role of a Social Media Manager?

The key roles and responsibilities of Social Media Managers are to plan, execute, manage and monitor a company’s Social Media Strategy in order to increase brand awareness, improve marketing efforts and increase sales.

To achieve this, a Social Media Manager must carry out a variety of daily activities focused on either building brand awareness and loyalty or growing sales through social channels.

This process all starts for a Social Media Manager via the creation of a Social Media Strategy. This strategy will include the creation of key buyer personas to guide the types and timing of tactics during the execution phase.

Once you have developed the buyer personas, you can begin to develop a budget for advertising as well as content creation and distribution. You will likely need to purchase specific tools to better develop and distribute the creatives, with the costs of these incorporated into your budget.

The Social Media Manager will need to consult with the organisation’s Marketing Manager to ensure their goals are aligned, both to each other as well as the overall corporate objectives.

The role of the Social Media Manager is integral in ensuring the implementation of an effective Omnichannel marketing strategy. Gone are the days where the role was simply to create blog posts for websites and push them out through various social media channels.

For organisations that have ‘brick and mortar’ stores, eCommerce stores or both, the customer experience must be consistent across all channels, be that multiple devices or when in-store.

Social Media Manager

Many organisations have implemented large data-driven solutions to track individual customer’s behaviour irrespective of the location or platform on which it occurs. This level of data intelligence provides the organisation with the ability to offer products or services based upon the previous behaviour and will substantially increase the likelihood of sales success.

For example, a customer may have for the last two years purchased a pair of soccer boots at approximately the same time each year. This behaviour allows the organisation to trigger a series of targeted activities to that buyer around the same time each year. For example, they may be sent a direct email with a special offer on soccer boots for a limited time if purchased either in-store or online.

Additionally, the customer can receive targeted Facebook and Instagram Ads, in addition to being added to a Google re-marketing campaign. The offer and ad design must be consistent with the email to avoid any potential confusion as to which brand is promoting the special offer.

Ideally, this will not only remind the customer that it is time to purchase new soccer boots but also incentivise them to buy them from the organisation based on the special discount being offered.

A key aspect of the Social Media Marketing Plan is the creation of individual campaigns to appeal to your buyer personas, strategically pushed out based on data intelligence, to specific platforms with the goal of either generating leads, sales or brand engagement to build awareness and loyalty.

The Social Media Manager will build into the overarching Strategic Plan and/or individual tactical campaigns, a series of Key Performance Indicators (KPIs) which enable the measurement of each campaign’s success.

Each campaign may have unique KPIs given the campaign objective and tactic employed. For example, if an organisation runs a large sale the primary KPI may be converted sales, however, a secondary KPI may be to use the sale as a mechanism to add new subscribers to the email list.

To achieve this might mean enticing, for example, existing Facebook fans not currently on the email list, to sign up. Also providing compelling posts and ads to foster engagement from fans via likes, comments and shares which will, in turn, reach new audiences and entice them to either purchase or to subscribe to the newsletter.


The future importance of the Social Media Manager

Increasingly the world is using Social Media to connect to family, friends, communities and organisations. Accordingly, there has been a monumental shift in advertising spend away from traditional above the line mediums such as Newspapers, Magazines and Television, towards digital platforms such as Google PPC, Facebook, Instagram as well as digital versions of traditional mediums including online Newspapers and Magazines, and even streaming services by TV stations, all of which offer advertising placement.

Also, it seems as though there’s a regular stream of new ‘Apps’ or ‘Services’ such as TikTok emerging and fighting for market share in an already very crowded market.

As technology and platforms evolve, so too does the role and importance of the Social Media Manager. It is the job of the Social Media Manager to not only react and adapt to these changes but to also try and foresee changes coming and be prepared. This is no small task considering the substantial number of changes that occur within individual platforms, such as the endless Google Algorithm changes implemented every year.


Salary and Job Outlook for Social Media Managers

Skilled Social Media Managers are in growing demand as the role become increasingly complex, requiring both a Strategic outlook and the ability to monitor market shifts that may need a rapid response to gain or maintain a competitive advantage. 

For more employment information check out https://www.seek.com.au/social-media-manager-jobs 

Source: Seek.com.au


How to do I Enrol?

Our enrolment process is easy, and you can start anytime. To enrol: 


Course Options

Australis College offers the following Social Media courses, with a range of payment options available:

Option 1: Professional Certificate in Social Media Marketing
Option 2: 10118NAT Diploma of Social Media Marketing
Option 3: Premium 10118NAT Diploma of Social Media Marketing

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