Being a social media manager for a major brand might sound like a dream job to some people, but those in the role know that the often-exhausting work doesn’t always align with the compensation. While some companies that have figured out how to balance the workload of their social media managers and compensate them appropriately are seeing great results, others may be wondering why their social efforts are falling short.
What can brands do to ensure their SMMs have enough support and energy to conduct truly effective campaigns and outreach? Here, 16 members of Forbes Agency Council share effective ways for companies to get the most traction out of their social media campaigns, outreach and monitoring by giving those team members who manage the efforts the support, budget and appreciation they deserve.
Forbes Agency Council members share ways to support social media managers’ productivity and performance.
Photos courtesy of the individual members.
1. Create A Well-Defined Social Media Strategy
A smart brand can support its social media manager by creating a well-defined social media strategy, including a limited number of platforms (I’d recommend TikTok and Instagram Reels) and an editorial calendar. Additionally, identify your target consumer group and create content that educates and entertains them. Outsource campaigns to an influencer agency that takes the work off their plate. – Laurie Buckle, CookIt Media
2. Listen To Your SMMs And Treat Them Well
The social media manager is the most direct link to the customer and is in a unique position to understand what motivates people to buy from you. As the voice of the brand, they bring great insight into what customers really want and also what isn’t working. It’s a huge mistake if you don’t utilize this team member to tweak your overall marketing approach. Listen to them and treat them well. – Kami Watson Huyse, Zoetica
3. Provide Resources, Clear Goals And Objectives
Providing social media managers with plenty of resources, such as additional team members to help carry out a campaign, is critical not only to making sure the social media manager doesn’t feel overwhelmed but also to ensure the success of the campaign itself. Social media managers should also be given clear goals and objectives so that they can manage their work properly. – Jordan Edelson, Appetizer Mobile LLC
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4. Give SMMs Time To Grow And A Clear Role
The two main ways to grow are time and resources. Growth doesn’t happen overnight. You need time to become more known within the market and time to build your audience and to engage with them. SMMs also need resources to do their job effectively. Remember, you are hiring a social media manager, not a graphic designer, content writer, videographer, editor and poster all in one. – Jason Hall, FiveChannels Marketing
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5. Appropriately Compensate And Support Top Talent
Compensation is always going to be part of the equation, especially when dealing with top talent. Make sure your social media managers are well-compensated and have the software, tools and support that make their job a pleasure to perform. Compensate them based on their experience, performance and how little you, as a manager, have to interact directly with client accounts. – David Kley, Web Design and Company
6. Elevate This Position Above ‘Manager’
Brands should elevate this position above “manager.” Give them exposure to executives, major initiatives and challenges facing the brand. They should also travel to conferences and network as much as possible to keep current on the latest trends. The voice of a major brand should not be a midlevel job if a brand wants to use social media to make an impact on its bottom line. – T. Maxwell, eMaximize
7. Stop Expecting Too Much From Your SMMs
Companies need to stop expecting social media managers to excel at designing, copywriting, project management, creative direction and trend forecasting. As a strengths-based organization, we’ve found that leveraging the expertise of our employees and building teams that complement one another’s skill sets will lead to success. Appropriate resourcing is essential for success. – Jeanette Palmer, NAIL Communications
8. Include SMMs In The Hiring Process
Make sure SMMs have a big enough team to support the workload and invite them to be a part of the hiring process. They know what’s best for these roles—roles that have changed over the past few years. Brands need to account for the various aspects of social media marketing, such as content creation, data analysis, paid advertising and so on, to ensure that all their bases are covered and supported. – Bernard May, National Positions
9. Bridge The Distance For Remote SMMs
Because social media management tends to be a remote job, it really helps to bridge the distance for these “guardians of the brand.” Do this by sharing positive feedback and those wins resulting from their smart and consistent efforts. Keep them in the loop and aligned with brand objectives through periodic client “touch base” meetings. – Chelimar Miranda, Medical Advantage
10. Ensure Brand Teams Accept Counsel From SMMs
Ensure a solid throughline and make sure everyone is clear on how social media contributes to the brand marketing strategy. Social media managers often face pressure to be on every channel and leverage every meme, with little consideration of whether it makes sense strategically. When a brand team accepts counsel from social media managers, it places focus on the smartest uses of their time and resources. – Cooper Munroe, The Motherhood Inc.
11. Consider Hiring A Social Media Consultant
“Social media manager” means different things to different companies. The truth is that one person can’t do it all alone. Brands should consider hiring a social media consultant who can provide “behind-the-handle” expertise to ensure a sound strategy, optimized content and clear, consistent reporting. This takes the pressure off of this single role and allows brands to focus on what they do best. – Beth Newton, alpha | BRAVO
12. Give SMMs The Time And Resources They Need
Give social managers the time and resources needed to execute effective campaigns. With ample time, they are capable of building campaigns and imagery that will stand out in the sea of content we see on a daily basis. Providing them with resources such as imagery guidelines, product availability, high-quality video clips and unlimited access to sales/marketing calendars can make all the difference. – Bryanne DeGoede, BLND Public Relations
13. Add Incentives To Do Extra Work As It Comes Up
Make sure the roles of your social media manager are clear and well-thought-out. It can easily turn into a 24/7 job, but you need to preserve their time and resources and clearly state monthly/weekly posting patterns and engagement expectations. As a team, strategically map out the month, understanding that things come up and adding in compensation for anything that falls outside of the agreed-upon plan as incentive to do that extra work. – Jessica Kopach, The JKO Agency
14. Put Mental Health First
Beware of setting up unreasonable tasks on weekends and after hours. The reality is, with your social media manager, it’s hard to understand boundaries and expectations. Especially when it comes to responding to comments after hours, you can prevent their burnout by discussing expectations and boundaries when it comes to working schedules. – Dmitrii Kustov, Regex SEO
15. Align SMMs With The Overall Marketing And Growth Strategy
Companies need to ensure that their social media manager and others who assist with social media are involved in developing the overall marketing and sales strategy. So many companies make the mistake of thinking social media is its own silo. Social media is a critical facet of any marketing, and the individual(s) responsible need to be aligned with the larger marketing and growth strategy. – Elyse Flynn Meyer, Prism Global Marketing Solutions
16. Provide A Solid Supporting Cast And Proper Software
The keys to establishing the proper environment for a social media manager are a solid supporting cast and proper software. It is crucial to have skilled content creators and designers to support the strategy for a given client and to execute the campaigns that are directed by the social media manager. This would allow the manager to oversee the project while focusing on strategy and relationship building. – Mario Mirabella, MSM DesignZ
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Author: Expert Panel®, Forbes Councils Member
