The fact that there are over 2.307 billion social media users around the world has prompted brands and businesses to take social media marketing more seriously than they did in the past. The rippling effect of this is that the number of social media marketing jobs have also increased.

What Is Social Media Marketing?

Social media marketing is the process of promoting and selling products or services, including market research and advertising via the internet by making use of social networking websites as a tool.

The objective of social media marketing is to churn out content that users can engage with, share across their social networks in order to increase brand exposure and expand customer reach for a brand or business.

Who is a Social Media Marketer?

A social media marketer is someone who takes up the responsibility of promoting brand-related content on social media platforms with the aim of increasing traffic, brand awareness and collecting leads.

Social media marketers are an organization’s direct connection to a consumer. Social media has dramatically altered marketing by allowing businesses to authentically engage with their customers. In this learning path, discover how to leverage social media in your overall marketing strategy, and learn best practices for helping you successfully connect with consumers.

What do Social Media Marketers Do?

Social media marketers are responsible for helping businesses manage their brands on a growing number of social media websites including Facebook, Twitter, Instagram, LinkedIn, Google+, Pinterest, YouTube, Tumblr, Flicker and several others. Below are services that cover everything a social media marketer does:

  • Setting up social media accounts
  • Management of social media accounts
  • Social media strategy
  • Auditing social media accounts
  • Social media consulting
  • Social media advertising
  • Content generation and management
  • Speaking at events as professionals.

How To Become A Social Media Marketer

  1. Build a community of your own: Before you can sign up clients you’ll probably need to have a thriving social media presence of your own. Create accounts on all the major social media websites and familiarize yourself with blogging, email marketing, search engine optimization and graphic design. The truth is that, unless your prospective clients see result, they are not going to patronize you.
  1. Find clients: finding clients is difficult for even the most seasoned social media marketing agencies. Learn where your ideal potential clients hang out online then distribute great content and start conversations that will drive traffic to your website. Unless you know your potential client’s persona and where they spend most of their time, you’ll never be able to get them.
  2. Learn Advanced Marketing Skills: most prospective clients will know the difference between good and bad social media. In other to stand out among peers and competitors, you would need to know the following skills;
  • Optimizing YouTube videos with descriptions, tags, titles, annotations, etc.
  • Custom Facebook apps
  • Custom Twitter and YouTube headers
  • Knowledge of hashtag marketing
  • Knowledge of webcasts, Google+ Hangouts, email capture forms, etc.

Skills to become an effective social media marketer


Copywriting is a fundamental skill for social media marketing (and probably all areas of marketing). Writing good copy is required in many areas of a social media manager’s role, from filling up your social media profile description to crafting tweets and Facebook posts.

To drive engagement and clicks, you have to fit a captivating story into your social media post and without great copywriting skills that can be difficult.

To enhance your copywriting skills, I’d highly recommend studying a few copywriting formulas to help you craft inspiring copy. Finding a copywriting formula (or two) that works for you can be a great productivity boost and also improve the quality of the social media content you publish.

Customer Service / Community Engagement

Social media is the top channel people go to for customer care, but only 21 percent of businesses use social media for customer support. This means there’s a huge opportunity here to provide remarkable customer service experiences.

As the face of your company on social media and the person who is likely to be responding to at least some of the messages your brand receives on platforms like Twitter and Facebook, it’s important for social media managers to have conversational skills and empathy to help you customers on social media.

Community engagement is quite similar in many ways. A great social media community manager is able to ask the right questions to facilitate engagement and answer questions about the product, company, or industry


The term, ‘Analytics’, is used quite broadly here, referring to both social media metrics (e.g. likes, comments, shares, etc.) and business metrics (e.g. traffic, leads, conversions, revenue, etc.). A great social media manager is able to understand both types of metrics and tie them together to give an overall view of the company’s social media performance against business goals.

A social media manager should be the guiding light in your business when it comes to measuring your performance across various social channels. As such, learning the ins and outs of social media metrics and judging which ones are meaningful for your business is essential for a social media manager.

For example, if your goal is to drive traffic from social media channels to your website and drive sales, being able to attribute traffic and conversions back to channels and even certain posts will help your team to understand what content is helping you to achieve your goals.

Knowing how to read and interpret data is now an important skill for social media managers.

Interpersonal Skills

Your role as a social media marketer goes beyond generating leads and disseminating information to the target audience of the business you manage. By default, you will be the contact point between an organisation and its teeming target audience. It is crucial that you remain friendly, courteous and respectful when dealing with those who choose to reach out to the company via its social media page.

In conclusion, as a social media marketer, you should note that there are 2 types of social media marketers; those who handle all social media marketing services and those who specialize in specific networks and services. Regardless of the type of which one you intend to specialize in, you need to pay attention to updating your skills and tools in order to keep up with technological advancement and industry trends.

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