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Arkansas State University

The Importance of Social Media Management

Social media managers help their organizations capitalize on the surging popularity of social media platforms by creating and overseeing engagement, branding and marketing campaigns.

Brand awareness is crucial to any business, from multimillion-dollar corporations with extensive advertising budgets to a small business owners with limited funds. Customers have to know what businesses provide before they can take advantage of those goods and services.

Currently, one-third of all Americans say that social media is where they learn about new products and services. For Millennials, social media is second only to television as a way to learn about new products.

Brand loyalty is equally crucial. Brand loyalty drives repeat business, whether it is buying a Blu-ray from the multimillion dollar corporation or stopping by the new ice cream shop every Saturday.

Social Media Management’s Role

Given the high percentages of people who encounter new brands — and become loyal to them — via electronic platforms, social media management is essential for businesses. Although some businesses distribute their social media activities throughout several departments, a social media manager creates the most value. Social media managers commonly handle the following:

Create Content

Brand awareness and brand loyalty do not happen magically. Engaging text and high-impact visuals draw customers in and speak to their needs — or create them. Social media managers develop and run social media content campaigns to accomplish these tasks.

Establish a Unified Brand

Social media platforms are constantly evolving, and new ones appear all the time. To be effective, branding content must be custom to each platform, while maintaining consistency of message and design.

Manage the Online Community

A business with a social media presence can attract an online community. People who like or follow a product are likely candidates for brand loyalty, and a social media manager’s targeted communications can reach out to even more potential community members.

Develop Search Engine Optimization (SEO)

Successful SEO ensures that a company’s content is visible and easy to find in search engines. It is a vital part of social media for companies. Social media managers generally understand SEO methods and best practices.

Measure Campaigns’ Success

Metrics are a large part of social media. Social media managers can tell who is looking and pinpoint many of their characteristics, such as where they shop, what they buy, where they eat and who their friends are.

Stay on Top of the Evolving Social Media World

Social media is an ever-developing landscape. A social media platform can be hot one day and gone the next. A social media manager who understands both the history and the future of social media can anticipate flashes in the social media pan and forecast new trends.

Learn more about the A-State online BS in Strategic Communications — Social Media Management program.


Forbes: A Snapshot of Social Media 2013

Fast Company: 10 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy

Inc: 5 Benefits of Social Media Business Owners Need to Understand

Ragan: 10 reasons why your company needs a social media manager

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