It’s time to reconsider your “Social Media Manager” – Let’s define this role…

To anyone considering or already using a “social media manager”.

Its time to evaluate what this job title is. This not a position for some teenager kid or a photography company or some so-called “marketing” companies.

I continually see “social media marketing” companies offer the same bullshit over and over again to poor uneducated business owners who don’t know good social media from bad social media.

This isn’t about posting a picture here and there, or regurgitating a link or posting a photo of your menu… This s about storytelling. Which is what marketing has been for decades. If you fail to tell a story about THE PEOPLE behind the business you will never achieve the ROI you are chasing.

People do not buy what you sell, they buy WHY you’re selling it. Chances of doing business are tenfold when the consumer feels they have built a relationship with the employees in that business, whether it’s an owner or a staff member.

Now remember, beyond all of that, is proper audience insight research and understanding various trends for different content delivery methods.

Bottom line: it’s time to re-evaluate what your social media person does. If you have any questions please do not hesitate to ask.

Anthony says: Hey Nicolas, I agree with everything you said. A key point you may have forgot to mention is a so called “expert in this field” should have a substantial following and social media presence of its own, one that would soldify in the decision making of ones services. What is an account that you manage highest following/likes and what is that amount?

Anthony, big mistake. That’s how these teenager kids keep getting jobs. Its not about those numbers. Its about the engagement. I’d rather have 100 followers where 90 of them engage in my content vs 10,000 followers and only 5 people engage. Its not about the numbers now but where you know they will end up based on the consistent content you are producing.

This is where business owners get confused. They don’t know what good content is and just assume it means likes and follows and posting generic pictures every day. TELL A STORY! Don’t just post for the sake of posting.

Anthony says: I agree. The idea would be to turn current following into a platform to sell your service or product.

you’re talking about a totally different game.The question is what VALUE are you going to continue to provide the audience once you change to a product or service. It really doesn’t matter if you’re not creating valuable content or what I like to call, providing an “EDUTAINMENT”.

Without that content, you’re just diving into a deep dark hole of regret. You should never monetize your audience unless you absolutely have to. Always give value, FOR FREE. The audience will come once they trust your FREE advice. On top of the content, that brand now has to make sure they are playing the $1.80 game; you give your two cents (advice, opinions, tips, experiences) 90 times a day on a different piece of content that is ALREADY out there, establishing you as a brand or service that gives value. It’s something you can’t really fake, its called CARING.

Every campaign, every piece of content, every conversation and engagement is different. The content is important to pump out, which has it’s own value in itself to produce, which is why I am first and foremost a productions company, consisting of photography and filmmaking and graphic design. The marketing comes after when we finally do run the ads. But the ads come AFTER the content.

Once we dive into ads, we make sure the content becomes a big portion of the ad, so as to not SELL, but again tell stories. We want clicks to the website so we can use the Facebook Pixel to track every one of these events. Essentially building up our facebook pixel list with a bunch of folks whom we will then retarget a CALL TO ACTION ad, to bring them back to the website or product again. Using the Facebook pixel we can do all sorts of re-targeting. If you are in e-commerce, Shopify and most other platforms play really nice with identifying events that your customer makes. This valuable information will also teach us what piece of content to deliver next.

Once we hit about 100 purchases from an e-commerce ad, we can actually have facebook build us look-alike lists that are incredibly accurate at acquiring a whole new set of customers just like the ones you already have.

This explanation can go on for some time, so essentially it comes down to what YOU want. When I deal with customers, I simply ASK them what their advertising and marketing budget is. I’ll usually also suggest pulling ALL print or other weird forms of digital ads you may be running and put it into this budget. From there, we run a 3-month process of collecting data and continue to build new content and re-target and re-build. It’s an ongoing process… and I’ve barely touched the subject. So as you can see, this is not a really a “just post pictures and your good” situation. or just running an ad on one audience. There is a lot of testing that needs to happen to hone in one WHAT audiences are working and how to replicate customers.

Whew, Okay, that’s all I can spit out for today! If you guys have any other questions, shoot me a message!


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