Here is the Difference!
In larger companies, the social media department fits under the umbrella of the marketing department. Within that social media department are many positions that work together as a team but have individual focuses. However, in my world, my clients are either new to utilizing social media in their business, or are uncertain of what they need in the first place. And no wonder! There are so many titles with often overlapping roles and tasks that is enough to make your head spin!
Here are the three main positions explained so that you know exactly what to offer your client, or if you are wondering what you need for your own platforms.
Social Media Management
Lacey Wilcox from Primitive describes Social Media Management clearly as, “having an account on any social platform(s), creating and distributing content on those platforms, and managing engagement with your audience.” Sounds simple right? Well here are common tasks that fall under to the Social Media Manager:
- Creating a social strategy (hashtag research, aesthetic/branding, editorial calendars, etc.)
- Creating/curating quality content and managing posting
- Listening to the audience (think customer service)
- Engaging with the audience using the voice of the business
- Holding giveaways
- Updating all profiles
- Graphics/Creative work when needed
Social Media Marketing
Social media marketing is a whole different animal. True, you still need to create content, but with the mind to sell. Marketing requires its own strategy, creative, copy, budgeting, and platform know-how. Common tasks that fall on the Social Media Marketer’s desk include:
- Establishing clear marketing objectives and KPI
- Mastering the business platforms and ads managers for each account
- Researching the target audience and evaluating personas
- Creating clear and engaging creative and copy
- Monitoring campaign progress and routine reporting
Social Media Community Management
So then what is community management? Here is where some clients and even social media managers get confused. Jenn Chen of Sprout Social puts it this way, ” A community manager will post as a brand ambassador under their own account, not the brand’s, and work on developing the community by participating in discussions, finding new customers and listening to the current ones.” I think of it as almost the brand’s built in mascot, preaching to the world on their own platform why their client’s product/service is the best. Some of a Community Manager’s responsibilities include:
- Brainstorming engagement strategies
- Promotes the brand with their own voice (not something a Social Media Manager should do)
- Bring audience questions or concerns to the forefront
- Find and engage with new followers
- Keep the current community engaged
- Strategize how to increase brand mentions and hashtags
There you have it! But just in case you don’t, feel free to use this info-graphic to explain the different roles when on-boarding a new client.