Social media executives are the next generation of CMOs
June 24, 2021
5 min reading
Opinions expressed by Pioneer contributions are their own.
Social media management has traditionally been reduced to interns and younger employees, considered necessary but not a strategic measure. In 2012, as an intern at ELLE.com, I regularly tweeted 1.2 million followers of the publication. Sometimes the editor-in-chief sent me an e-mail about “great tweets” and that was the highlight of my career at the time.
I was unpaid, mainly focused on producing content for the website and cut out a few minutes a day to post a few tweets on that topic. Then I would look at Google Analytics, excited to see the masses of people coming to the site. They never came.
It was a different time, but it was also a channel without direction. Today, few species would do the same. Social media marketing has become a much more important role within the internal marketing teams of start-ups as well as in the Fortune 500s.
Maybe it was the 2013 Oreo Super Bowl tweet or the Instagram success of almost all DTC cosmetics brands with half the direction. Social media today is about much more than posting content on a blog, pushing it out on social channels and then crossing your fingers that people will return to the site to read it.
No, modern social media management requires a deep generalist, with charisma and bargaining power, excellent copywriting and the ability to build a community and that it is almost always available and driven.
Social media executives are CMO tomorrow
In fact, many market leaders today think that the current social media executives will be CMOs tomorrow.
“Social media people understand the following about your business: Marketing, Comms (especially the crisis), branding, industry development, customer service, creative (graphics, visuals, images, video), How to create and nurture brand advocates,” tísti Matthew Kobach, Managing Director of Content Marketing at Fast. „[They are] future CMO / CCOs. “
Amanda Goetz, former Chief Marketing Officer at The Knot and current founder and CEO of House of Wise, agree. “I do not believe that people still think of social as a ‘channel’ or ‘sideline’. SMMs are future CMOs. They understand users’ insights, brand placement and marketing like no other. “
Do you want your brand to stand out on social media and start gaining insight into your consumers that you can use across all channels and departments in your business? You need to get a social media specialist ASAP. Here are the skills you are looking for.
Related: 10 Laws on Social Media Marketing
Creative strategy and possibilities for channel evaluation
Social media executives sit at the intersection of marketing and creative –– in larger teams at least. For many startup companies, social media executives serve as both the marketing distribution machine and the creative department.
This is because social media executives need to understand how to retell the brand’s history in a variety of social ways in an engaging way.
To make something attractive, these marketers have to create something that people in various ways care about and find visually appealing.
You need a great creative strategy to make it happen, including creative asset management and production, and strong analytical skills to assess the potential of new social avenues that arise … well, often.
Related: 7 Creative Ways To Increase Your Social Media Strategy
Short form and writing and narration
Copywriting is one of the highest skills of a social media manager. You must be able to tell great stories in short form and capture people’s attention really, really quickly. Footage can help you with that, but it’s the art of storytelling that gets people emotionally connected to brands.
Management of the community
Marketers love society, despite the lack of consensus on what society really means. In most organizations, it is the social media manager who has to take care of and strengthen the brand’s community – often both at the top of the funnel (on Instagram or Twitter, for example) but also at the bottom of the funnel (in private Slack groups, for example).
Doing this requires much more direction than you think, including very thick skin.
Social media executives need to be great at handling tips, from both internal and external. In addition, they need a solid understanding of the union’s management, especially as they build brand visibility and communicate with online influencers.
All of this work requires constant social listening and ongoing networking across a variety of channels.
Related: How to Build a Social Media Community: Content and Collaboration
Look, building a community through various social channels takes time. It’s not immediately dollar in, dollar out marketing strategies. Social media marketers must therefore be great at internal communication, data analysis and reporting to keep their jobs.
Businesses want to be agile and many organizations still believe that social media management professionals are too expensive. They are not – but that does not stop some recruiters from looking for more teenagers.
To help circumvent this, social media executives, like most marketers, must become experts in data analytics and reporting and turn that data into policy and trust for their internal teams.
Social media executives live in the glove. And soon they will be in C-suite.
Combine all these skills, years of experience and a continuous digital network with peers who have done the same thing (it’s called social media for a reason!), and it’s no wonder why so many market leaders today see themselves younger in social media executives.
They are the ones who put a lot of effort into understanding brands and communicating them to the world in a way that builds a loyal customer. Little else builds on basic marketing skills as well as running social media channels.