Social media managers are in a field that simply didn’t exist just over a decade ago, have a wide array of in-flux variables dictating the future of their careers, and often find themselves relying on crowd-sourced knowledge to tackle daily tasks.
The common reaction (still) to people introducing themselves as a social media manager to someone unfamiliar with the field involves a version of the statement, “So you play on Facebook all day?” Anyone who is familiar with the field knows that there’s no such thing as fun on Facebook these days. Kidding (mostly).
Social media managers often come from backgrounds and educational programs which didn’t provide a solid digital marketing foundation. As it turns out, that might be a good thing. According to Buffer, social media managers needed 10 essential skills to succeed this year alone. The skills range from behavioral psychology to budgeting. Yikes.
Many of the necessary abilities can be taught, or at least developed. But, there are several characteristics which need to already be a part of a social media manager. For us, we’ve found curiosity, adaptability, and copywriting to be the most essential traits on Buffer’s list of 10.
If you’re looking to get hired as a social media manager or if you think you’re going to hire an in-house social media manager, here’s an in-depth look at why those three characteristics have proven to be necessary and invaluable over our tenure as a digital marketing agency.
Curiosity
Google it. A simple phrase that has become commonplace in our digitally-dependent society. Need to know the best way to save a MacBook from drowning in spilled coffee? Google it (and maybe run to the nearest Apple store – you can Google the address). Need to know what sales your competitor is running for the holiday? Google that, too (and maybe score a great deal for the aunt you never know what to get). Ready to hire a social media marketer but don’t know what to look for? Hi. Glad you Googled it.
The point is, a digital marketer needs to have a “Google it” mentality. The trouble is, there are many, many times when there won’t be a clear-cut answer to a given problem or question. So, the marketer’s curiosity must not end with a simple search.
The information gathered in that search (or the lack of published resources) must then help the social media manager to make an informed next step. Often, the next step involves educated experimentation and knowing how to tweak efforts to shift results. Without an innate sense of curiosity, it is very difficult, if not impossible, to ever expect that a person will become an autonomous, successful digital marketer.
Adaptability
“The only thing that is constant is change.” Heraclitus got it right, though we’re pretty sure he wasn’t talking about digital marketing. Still, it’s crucial that anyone fulfilling the role of a digital marketing position not only be comfortable with the idea of change, but actually thrive in a state of flux.
People who do best or are happiest in consistent structure, rules that don’t often change, or situations they can predict with high confidence are not usually the best fits for a digital marketing role. That’s not to say it’s impossible, but at the very least, it’s likely the person won’t be happy in the role. Facebook releases changes and updates weekly, but sometimes even daily. Instagram is continuing its war to eliminate Snapchat, so frequent updates have been common there as well.
Social media managers need to accept that each day will look slightly different from the last and embrace the idea of being career students. Einstein said, “I have no special talent, I am only passionately curious.” He probably would have made a great social media manager.
Copywriting
We’ll get right to the point with this trait. It’s simple and obvious, but crucial. If you aren’t a good storyteller and empathetic listener, you won’t be a good copywriter. Beyond just mastering grammatical skills, you must be able to hear the challenges a business owner is facing and turn those into an actionable strategy. You must be able to share a story in such a way that encourages a stranger to take an action. On top of all of that, yes, you must be able to spell.
Hiring a Good Digital Marketer: Real-World Examples
Below are two samples from cover letters that portray what a good social media manager (based on Buffer’s qualification list & our years of experience) should embody. (Side note, these people got hired & are killin’ it.)
I’m a fun-loving, determined, friendly and creative individual. I love to help small businesses succeed by creating strategies that get them noticed and stay on the front lines of the competition. I can adapt and succeed with content creation for any industry, and I will meet clients with a smile!
For many years, I have been obsessed with how different social media shares content and communicates unheard voices, breaking news and videos of kittens. I started bartending after I left college and soon became immersed in Facebook and Twitter accounts for restaurants and bars. I prompted my bar manager to allow me to redesign the bar’s Facebook page and open Twitter and Instagram accounts. I then became the social media specialist and began designing posts for the bar’s franchise sister company. This experience opened my eyes to the opportunity that social media provides and inspired me to pursue this field more. Also, I’m addicted to clickbait.
Bottom Line: Getting Hired as a Digital Marketer
Know your stuff. What you don’t know, Google. What you can’t find on Google, start compiling experiment results and create content to help others. Write well, write often, and drink lots of coffee because Facebook is probably releasing a new update that negates everything you did yesterday – RIGHT NOW.