Building a career out of Social Media Marketing

More than 13 Million people in South Africa use Facebook, Instagram is used by more than 2.68 million and way more than 7.4 million Twitteratis –super-enforcing social media to be an indispensable tool for marketing of ambitious brands and businesses

What does one mean though, when one says, “Social Media?”

Social media is interactive digitally-mediated technologies that facilitate the creation or sharing/exchange of information, ideas, career interests, and other forms of expression via virtual communities and networksSocial media marketing takes advantage of social networking to help a company increase brand exposure and broaden customer reach. The goal is to create content compelling enough that users will share it with their social networks.

With 90% of people between 18-29 years old using social media, and a third of millennials using social media as a preferred method of communicating with brands and businesses,³ companies are reexamining their traditional marketing strategies.

Enter into the world of inbound marketing, a technique used by companies to drive customers to their products and services combining the use of the following three tactics:

• Social media marketing
• Content marketing
• Search engine optimization

What does this mean for you and your social media marketing skills?

“Social Media scenario evolves constantly, and businesses and brands need to ensure they have strategy and staff that can evolve with it.” says Kiara Havenga, Head of the tuition department in University of Cape Town, offers short courses in Social Media Marketing. “This has led to an increase in job openings for social media marketing professionals who are flexible and adaptable in an ever-changing digital landscape.”

One’s skills are highly important to grasp the essence of Social Media in Marketing of businesses and brands. There are six aspects of responsibilities owned by a specialist in social media marketing.

1. Deciding strategy of social media.

A Specialist in Social Media Marketing defines, develops and incorporates a strategy for the marketing of social media of a brand or a business. It is achieved by:

• Determining parameters for analysis of competition and audit on social media
• Vocalizing and producing the goals with end objectives.
• Distinguishing content pillars that will guide the social marketing strategy
• Determining which social media platforms will be optimal to specific strategies

     ii.          The advertising in social media

“If you want to stay in the game, keep paying. This is what social media has become.” Kiara says. “A budget for advertising on social media is a must for every company, and of course, there is a requirement of an expert as well. The expert carries the knowhow of execution.”

A Specialist in Social Media is the reliable expert with all the knowledge that a company relies upon to analyze the content distribution plan and generating a budget for it by using a range of tools at their disposal to determine the marketing strategy.

    iii.          The management of tools and platforms on social media

Kiara says, “Social media is something, which is far from being stagnant. The platforms change and so do the tools. Social media Marketing Specialists require meticulous knowledge of using features that are trendy to communicate the principles of a brand or a business.”

New updates of websites like Facebook, Instagram and other social media channels might pursue one to even change the strategy all together.

    iv.          Creating a content and distributing it

The presence on social media depends ultimately on the content one posts, and a Specialist in social media marketing makes sure that the content provided and distributed is appropriate to ensure engagement.

     v.          Management of Communities

“Whether the news is good or bad, it doesn’t matter, it travels fastest on social media.,” says Kiara. ”Knowledge of managing and developing a reputation online helps a social media marketing specialist control the perception of the people about a brand.”

    vi.          Reporting on Social Media

Kiara notes how “There are a whole lot of people who can use social media marketing but, how effective their strategies actually are? Determining or measuring thus, are two of the important factors for the social media marketing agencies to flourish.”

This is the key role of a specialist in social media marketing. Measuring, reporting and optimizing are important parts of being in the social media marketing industry.

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