Top 5 Tips for Pursuing a Role in Social Media Marketing

There is always an argument for and against specialising in one specific area of marketing but social media marketers who know their shiz are in high demand, cited as the top of the list by Marketing Week earlier this year. And that's unlikely to decline any time soon, so it’s a great idea to be considering a role in this field if it's something you enjoy. That said, I would recommend exploring all aspects of digital marketing, including email and search, so you can feel confident a career in social is the best fit. If you’re someone who thrives on a fast paced (and often demanding) work environment, then it might be the ideal choice for you.

As a digital marketer, social media makes up a significant part of my day-to-day role. Along the way throughout my career, I’ve observed a few things I think are important to consider if you want to pursue a role in social media, which I’ve outlined below.

1.?????Swat up

Whether you have a background in generalist marketing or are completely new to the industry, having an understanding of social media channels, their audiences, and what works on these channels to drive acquisition and conversion is vital.

New platforms launch regularly, and the platforms that have been around for a while are constantly evolving and making changes to their algorithms, so a social media marketer needs to know enough about every channel to know whether they can add it to their own omni-channel strategy (sometimes, the answer is "no" - but for good reason). There is a plethora of free information out there about every aspect of social media, so before you bag your dream job, do plenty of research and make sure you stand out by being ahead of the game on the latest developments and tailor your findings to the company you want to work for.

2.?????Build your network

Marketing is thankfully a welcoming industry, overflowing with experts who are willing to give you guidance, so before you start applying for roles, don’t be afraid to reach out to people on LinkedIn and ask them for advice. You can also use other networks and groups to identify people who are using social media really well or have the skills you aspire to attain and reach out the them for mentorship and coaching, or ask them specific questions about certain aspects of social.

It’s also worth noting that each channel could easily be a full time job in its own right. Make sure you’re clear on what this specific role entails before you agree to take it on, and establish what support is available within the company so that you have access to strong leadership where relevant. You want to be working somewhere you can add value, but can also build your network and learn new stuff.

3.?????Know the whys

You need to understand what you’re marketing really well and what you’re trying to achieve through social media. What are the business goals? Who are you targeting? What does success look like for you and your brand? Ask questions. Watch out for non-marketers placing too much weight on vanity metrics. What leads to conversion is typically cold, hard engagement, not follower count. Both play an important role for any brand, but you need to know what the business goals are and align with those. Be confident that your specific objectives make sense and you’re bound to smash those KPIs.

4.?????Speak the lingo

How a brand interacts with its audiences on social media will need to be adjusted for every channel and the various types of posts you will be putting out. If you’ll forgive the basic analogy, social posts are almost like entering a busy bar where crowds of interesting people are having noisy conversations. You have got to attract people to engage with your brand over and above thousands of others. Where possible, think about your people within the company - your brand ambassadors. Most platforms are geared towards individuals, so your people can become faces of the brand and do some of the leg work for you. If you’re in retail or other areas of B2C, third party influencer marketing is definitely worth considering too. Before you start a new role, you can look for 'quick win' opportunities and come with suggestions to impress your team and leaders.

5.?????Take the rough with the smooth

No one gets closer to conversations with customers or clients and potential customers or clients. And nothing is a more visible representation of a brand than its digital presence. With such responsibility comes a significant amount of ‘management’ which isn’t always glamourous.

There is no 9-5 when it comes to social media. You'll need good tools, great support, the ability to move fast without breaking things - and detox and stay calm to avoid burnout.

Not everyone will love your brand as much as you do either, so another aspect that’s important to prepare for is negative comments and complaints. Often the best way of dealing with the downside of social media is to respond fast, be authentic, and take the conversation offline asap.

What are you waiting for?

One of the most exciting aspects of social is trying to keep up with performance, audience, channel trends, new players in the market and tools to make life easier.

If you made it this far without being put off, then you're potentially an ideal candidate for a role in social media! I know plenty of people like me who have been around for longer than we'd care to admit and would be happy to talk about it (at length!).

If you would ever like to discuss anything related to social media marketing in more detail, you can find me on…social media!?