What is Social Media Today?
It is no surprise that COVID-19 has turned the world upside down. What we once knew the world to be, no longer exists and we are forced to adapt. All industries have been impacted in one way or another from the hospitality industry that took one of the biggest hits to the technology industry which has been given the opportunity to thrive. Companies are “shifting focus to meet rising demand and user needs during the pandemic”. This includes their presence on social media and strategizing how to serve consumers in a digital way.
One of the biggest trends we have begun to see is the rise in ecommerce which has created the opportunity for brands to build digital storefronts. Specifically, social media platforms such as Facebook and Instagram have developed ecommerce shops on their platforms already. Another huge trend that is making its way into 2021 is video content. Last year TikTok grew exponentially, having over 2.6 billion downloads by December 2020. This has become the most engaging content thus far and will continue to gain popularity. Additionally, during 2020 Twitter rolled out “fleets”. This ephemeral content is similar to Instagram and Snapchat stories. All are in the race today amongst brands to compete with Tiktok for consume engagement. According to Forbes, some other hot trends to keep an eye out for in 2021 are Micro- and Macro-influencers, niche communities, and stories.
In the past few years, we have seen companies invest more and more into their digital footprint. One of the biggest components within this investment is the hiring of a social media manager to control the various platforms brands are on.
One might ask, what makes a qualified social media manager? The answer to this is more involved than people might think. Companies look for a mix of skill set and creativity. Below I have shared a sample of the mix of skills the ideal social media manager should have.
Some of the top skill sets to highlight are content development to stay relevant with newest trends, be an expert in all social media platforms, exceptional organization skills, and strong writing and communication skills. Various organizations have different titles for these roles varying from Social Media Producer, Brand Manager, or Digital Communications Specialist. Organizations understand the growing importance of this role and are requiring potential managers to have substantial experience in this capacity and are willing to pay. The Social Media Manager position has grown from being an added responsibility to the Marketing Manager to now being a singular position.
One positive that has come from Covid-19 is the increase in need for social media managers to stand on top of brands’ identities in a digital world. Below I have shared a new clipping of how new social media managers are performing during Covid-19.
Social media today has the potential to provide a new type of customer experience and the breeding grounds of innovative digital experiences. This year will truly put Social Media Managers’ storytelling abilities to the test. This begins by social listening and focusing on what customers are saying before jumping to create content. Social Media managers now more than ever need to analyze and engage in a timely fashion to drive the highest engagement.
A shift we saw occur in 2020 on social media was customer engagement. Most of us have spent quality time in the house over the past year, increasing our activity on social media platforms. Most brands were not ready for this and had to adapt quickly. Additionally, platforms like Instagram for example, has changed their algorithm numerous times. Changes like this create challenges for social media managers who have posts scheduled based on a carefully curated posting schedule around the target audience. According to Sprout Social posting schedules have changed on Twitter, Linkedin, and Facebook as well.
Based on the way technology advance it is clear social media managers must remain a set ahead. This role is responsible for maintain the voice of brands and there is very minimal room for error. We have seen time and time again of brands “getting it wrong” and profits taking a hit for a social media error. I think the social media manager role has more pros than cons and is excited for someone that loves creating and engaging.
