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  3. What Does a Social Media Specialist Do?

social media specialist (2022 guide)

What Does a Social Media Specialist Do?

BrainStation’s Social Media Specialist career guide is intended to help you take the first steps toward a lucrative new career in digital marketing. Find out more about what a Social Media Specialist does.

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A Social Media Specialist is responsible for creating and publishing content on all social media platforms, including Facebook, Twitter, and Instagram, to grow an audience, build brand awareness, and ultimately, boost sales.

A Social Media Specialist may also oversee site metrics, interact with readers, and be responsible for creative design.

A Social Media Specialist should understand the targeted audience for each social channel, creating persuasive content that strikes a chord with the intended audience, and unique to the typical interactions of each channel.

A Social Media Specialist could also be responsible for devising strategy, community management, creative directing, customer service, copywriting, and analyzing data.

What Are the Responsibilities of a Social Media Marketing Specialist?

Social Media Marketing Specialists are responsible for planning a brand’s social media strategy. This involves building out a cohesive plan that suits overarching company goals, strategizing tactics to achieve those goals, and generally exploring, testing, and optimizing different social media channels to suit a brand’s audience.

The steps of a Social Media Manager can be broken down into strategizing, engaging, creating, scheduling, listening, measuring, and experimenting.

First, you’ll need to establish a specific goal (such as traffic or registrations), and align your social media tactics to meet that goal. For example, if you’re looking to build awareness amongst young shoppers, you might decide to build an influencer program on Instagram.

From there, you’ll need to engage with your audience on social, build a brand voice and create content that resonates with your audience. Each channel has its own algorithm and tactics for optimization, in this way, scheduling is also a big part of what Social Media Specialists do, ensuring that posts are scheduled regularly and at optimal days and times on specific channels.

As those elements are established, a Social Media Specialist also needs to measure results by tracking metrics and insights on each platform. There are tools that help consolidate these results so that it’s easy to see which channels are most effective and what content elicits the most engagement. With this data, Social Media Specialists are able to experiment with new content and optimize high-performing posts.

Some Social Media Specialists will also be responsible for paid strategies and will need to be adept at using tools such as Facebook Ads Manager or other paid options on channels like LinkedIn or Quora, for example.

Social Media Specialist Job Description

Social Media Specialist responsibilities could vary depending on the job and the size and configuration of the overall digital marketing team, but the standard Social Media Specialist job description on most job boards will likely list all or most of the following job responsibilities:

  • Develop, implement and manage our social media strategy after conducting competitive research, platform determination, messaging and audience identification
  • Plan, create, publish and share new content (including original text, images, video and code) on a daily basis that builds meaningful customer connections, increases brand awareness and encourages community members to engage with the brand
  • Collaborate with sales and marketing teams to develop social media campaigns
  • Stay up to date with the latest social media best practices and technologies
  • Set up and optimize company pages within each platform to increase the visibility of company’s social content
  • Monitor SEO and customer engagement and suggest content optimization
  • Moderate user-generated content in line with the moderation policy
  • Collaborate with sales, web design, web development, digital marketing, customer relations and product development teams
  • Create editorial calendars and syndication schedules
  • Capture and analyze the appropriate social data/metrics, insights and social media best practices to measure the success of every social media campaign, then use that information to refine future campaigns
  • Work with copywriters and designers to ensure content is informative and appealing
  • Bolster your network by interacting with industry professionals and influencers via social media

What Does a Social Media Specialist Do All Day?

Social Media Specialists spend their days planning and executing social media strategy, creating and publishing content to a variety of platforms, and interacting with their communities and audiences.

A Social Media Specialist also needs to measure results by tracking metrics and insights on each platform. There are tools that help consolidate these results so that it’s easy to see which channels are most effective and what content elicits the most engagement.

The goal is to gradually achieve superior customer engagement and intimacy, website traffic, and revenue by strategically exploiting all aspects of the social media marketing roadmap.

Social Media Specialists should have a solid understanding of how each social media channel works and how to optimize content so that it is engaging on those channels. You are responsible for joining relevant conversations on behalf of the brand and “soft selling” the product by providing support to current and prospective customers.

What Is the Role of a Social Media Specialist?

A Social Media Specialist is responsible for directly interacting with network users and virtual communities through their company’s social media accounts to build brand awareness, which in turn, generates results and sales.

Generally, their work involves getting people excited about a topic that is associated with a brand through the creation and distribution of engaging content that people identify with. Often, the Social Media Specialist collaborates closely with the marketing department to improve the company’s online presence across multiple social media platforms.

To succeed as a Social Media Specialist, you must be fluent in social media with hands-on skills and knowledge of multiple social media platforms and awareness of current trends. You should have excellent communication skills including writing, editing, SEO, storytelling, and presentation ability with a strong sense of who the segment audience is and how to give them content that will appeal to them.

It’s also important to have competence with networking tools, such as Hootsuite and others, that make it possible to manage several social media accounts from a single dashboard.

What Is the Difference Between a Social Media Strategist and a Social Media Specialist?

The difference between Social Media Strategists and Social Media Specialists is that in larger companies with more developed social media teams, Social Media Specialists have more of a focus on day-to-day operations than Social Media Strategists, although they may assist with social audits and strategy as well.

Social Media Specialists are mostly concerned with implementation. They write social copy, communicate with the public through comments, and always keep an eye on what’s trending. They also need to have an awareness of key influencers in their industry to spread their brand message and make valuable connections.

Social Media Specialists also track and analyze social media KPIs and check up on ROI. And don’t forget: they also publish and promote content on social media, usually by scheduling it in advance with the help of an editorial calendar.

While Social Media Specialists usually have social strategy as an important part of their role, Social Media Strategists make it their top priority.

Generally speaking, they plan an organization’s strategy around marketing, advertising, and finding new leads. They also likely are involved with performing audits to evaluate the effectiveness of their strategy.