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<\/p>\nLong gone are the days of asking an intern to independently manage a brand\u2019s social media presence, thankfully. Most companies now correctly regard social as a critical messaging tool, understanding that strategically managing a direct line to the public requires strategic contributions from multiple experts.<\/p>\n
With the explosion of apps like TikTok and a shift to creating video-first content, companies have realized that social media is no longer a one-man show; it is a team effort backed by an integrated social strategy.<\/p>\n
Unfortunately, some brands still struggle to build the right social media team for the job. Here are the main social media roles companies need to reach followers successfully and develop a dedicated fan base.<\/p>\n
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Like a newspaper editor, the social media manager, or social media team lead, thinks about the audience first and the brand second. This person is intimately familiar with their existing fan base, as well as the type of people the brand aspires to reach. They stay on top of newsworthy trending topics and the industry at large to determine how to best tailor content to their target audience. The social media manager knows that the more value the audience receives, the more engagement the brand will create, which in turn increases overall brand awareness and reach.<\/p>\n
The social media manager:<\/p>\n
Another role that can be covered by the social media manager, or shouldered by another team member, is the community manager. This person monitors conversations<\/a> about the brand on social channels and responds according to moderation guidelines set by the social media team. The community manager or engagement specialist is typically well-versed in the sentiment of the community and can often gauge the reception of content posted to the accounts. Efforts of the community engagement specialist complement those of the social data analyst (see below).<\/p>\n The content strategist is the resident messaging expert, ensuring key pieces of information are reinforced in every outgoing communication. By prioritizing big-picture strategy<\/a> and developing unique angles, content specialists are especially skilled at creating thematic approaches to content creation. This person serves as a fresh set of eyes, especially for the community manager, who is often distracted by his or her additional daily responsibilities.<\/p>\n Content creators are the people who make your website and social media come alive. They’re responsible for creating content across your digital channels. Content creators can create various materials, ranging from blogs, news reports, and videos to podcasts, social media posts, and TikToks. And with the average person now spending almost 7 hours per day online\u2014and more than half of that time on social media\u2014the importance of getting content right has never been greater. With the explosion of social channels, larger companies might even choose to have a dedicated creator for each social channel, especially for creator-heavy platforms like TikTok and YouTube.<\/p>\n Some social media teams may choose to delegate copywriting duties to one person who is more creative, a stronger writer, or just has a knack for accurately reflecting the tone and personality of the brand. Copywriters often partner with art directors and graphic designers to develop creative assets for print and the web, and can easily pivot those skills to social. This position can be given to a salaried employee or outsourced to a trusted freelancer or contractor.<\/p>\n With organic reach dwindling on most social platforms, the role of a paid social media specialist complements the content creation efforts of the digital team. The paid media specialist has a clear understanding of how each ad network functions, what types of campaigns excel on those platforms, the budget necessary to accomplish your goals, and the metrics to measure advertising ROI. The paid media specialist works with the copywriter and graphic designers to build advertising campaigns that contribute to the overall business goal.<\/p>\n The social media team analyst is charged with extracting insights from data and analytics pertaining to owned channels and the competitive landscape<\/a> across the board. This person provides the team with valuable information about what is working well while also citing areas for improvement. The analyst owns the measurement program for the social media initiative, establishing benchmarks and tracking success over time. This specialist produces regular reports for social and executive leadership team review and awareness.<\/p>\n![\"Community](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2019\/07\/the-creative-exchange-pglEQsNWuWk-unsplash-700x467.jpg\")
<\/p>\nContent Strategist<\/h3>\n
\n Deep dive: \n<\/strong>Learn how to create a successful content strategy<\/a>. <\/div>\n\n\nContent Creator<\/h3>\n
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<\/p>\nCopywriter<\/h3>\n
Paid Social Media Specialist<\/h3>\n
Social Data Analyst<\/h3>\n