Challenges Of The Modern Social Media Manager

By on June 6, 2013

What are the main challenges that a social media manager has to face, when they begin working for a new brand, or for their own business? This is question that is coming up more and more , as social media marketing continues to penetrate new niche markets. Today I’m going to list the challenges you will face, and encourage you to add to this discussion below.

The Social Media Manager

I’ve spoken previously about social management and how there is no real benchmark for outlining what process must be followed in
order for someone to be deemed a ‘great’ social media manager. As we investigate these challenges, I would like you to keep in mind that YOUR opinion matters here.

The Sliding Scale: A core challenge for social media managers is the proliferation and idealization of the notion of ‘good enough.’ Managers think that if it ‘kind of works,’ then it works, and that’s a win for the strategy. This is NOT true at all. In fact, social media requires above and beyond attention to detail, on scales we have yet to measure. All we know is that the brands that do the best, don’t do the most – they literally do ‘the best.’ Average work can’t be acceptable in social management.

EXAMPLE: Posting any old image along with a Facebook post vs. posting a specially designed infographic that complements your Facebook update. The interactions and shares you’ll get from the ‘created from scratch’ image will be much, much higher.

Content Integrity: Another issue with social managers today is that they tend to ‘copy’ the tones, styles and formatting that everyone else uses. Unfortunately most people using social media do it for personal, and not sales-based reasons. To guarantee the integrity of your content, and to make sure that it stays in line with your overall social media goals – you need to formulate your own ‘in-house’ set of content parameters: style, tone, format, spacing, rules, toolkits and the like.

EXAMPLE: Using unique spacing on both Facebook and Twitter, to gain more fans and follower. This may be a sub-strategy, but it’s one that matters as your content assets grow over time.

Content Asset Management: All content that is created is an asset. If you’re a financial manager, you manage your assets carefully as they are pretty much the most important parts of your daily business. It’s the same with content, and I’ll tell you why. Content has the ability to become very profitable, very quickly, for no particular reason at all. When this happens, you better hope you have a content asset management strategy in place. Then you can leverage this boost and convert it into sales.

EXAMPLE: A blog post that you posted 3 years ago suddenly ranks on Google page 1. You receive a ton of traffic and interactions because of this out-dated post. Bad practice would be to ignore it and continue posting new stuff. Good practice would be to investigate WHY the content has suddenly escalated (like stock does), and capitalize on it. That means finding out why the search term is suddenly more valuable, or why the topic is being explored again in your niche. Then you should create new content on that topic, with that keyword to maximize the traffic flow and gain additional sales from the ‘asset conversion.’

This is just the beginning of a whole list of problems that social media managers have been encountering. Now I’m going to invite you to leave your core problems here. I will do my best to help you solve them over the coming weeks.

Don’t be afraid to detail the problems you’ve been having below! I love to help.

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About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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