Do you love hanging out in in social networks and communicate with people there? I can congratulate you, you are one step away from becoming an SMM manager! Joke. In fact, an SMM specialist (as he is also called) needs to be able to do a lot. In this article I will tell you what an SMM manager is.
The most important thing to start with: SMM is Social Media Marketing. Social media (network) marketing. Today SMM specialists are divided into subprofessions, I will talk about this in more detail in the article itself.
In this material I will tell you how people get into the profession of SMM manager, what kind of profession it is, and what pitfalls there are.
SMM manager - what is it and where did this profession come from?
Today's SMM originated from “big” marketing: when social networks such as Facebook, Instagram, VKontakte, Odnoklassniki, Twitter became popular, well-known companies and brands came there. They always come to where their target audience gathers (people to whom they can sell a product or service).
And since there is a target audience on social networks, there must be those who interact with it. A specially trained manager who can speak to social networks in their language. This is how the profession of social media manager appeared: a multi-armed multi-legged man who is able to create, analyze, and communicate with people and build a long-term strategy.
The more an SMM specialist can do, the better for him. A big agency will tear away a cool professional, or a company will simply hire him to become its representative on social networks. But in practice, an SMM manager needs to be able to do so many things that it’s almost never combined in one person.
Skill 1: Social Media Promotion
Where any audience attraction begins: advertising. In social networks it is divided into three global types:
- Official advertising based on the platform itself
- Unofficial advertising in other people's accounts, public pages, channels
- Self-promotion through various kinds of likes, comments, and private messages.
The first two methods are paid, the second is conditionally free. Not everyone can do promotion; they are specially trained to do this. They study the specific target audience of the brand, model an “avatar”, that is, the audience’s pains, needs, and prosperity. And then they test a bunch of different hypotheses on how exactly to interact with them. Attract with video or photo advertising? What language to speak? How to get a person to click on an ad? What will hook him?
This is a separate large branch of marketing, it is called targeting, from the word target - goal. I will not dwell on it in detail now, I will only say that targetologists are in great demand today and are taught in many places. But one targetologist, in isolation from the other so-called generation chain. leads - not effective. If you simply bring clients to subscribe to the group and do nothing else with them, then there will be no effect from your promotion - the business needs clients, not subscribers.
I write in detail about targeting in the article “ Who is a targetologist and what are his tasks?”
There are a lot of social networks, and your eyes are filled with opportunities for promotion! Skill 2: Analytics
Another responsibility of a multifaceted specialist is to analyze WHO came to him. Study the portrait of your audience. Is it predominantly men, women or about equally? Do they have the same needs, or do they want different things from you? What objections do they most often come to you with? What cities do they live in? They have children? What is their average income? Do they make a single purchase from you, or return frequently? How many regular customers are there compared to new ones?
An SMM manager should be able to ask himself, answer all these and 1001 other questions, and then present them in the form of a report to his employer. Firstly, this way you show that you are not just sitting still, posting pictures about cats in public, but studying the market, doing what you are paid for. Secondly, by receiving such invaluable data, your customer can adjust his own market behavior strategy. Simply put, having learned that tourists are buying your backpacks, he can order an advertising campaign aimed specifically at those who are going on vacation.
Naturally, you also need to analyze the reaction to your posts on social networks. Which of them get more likes, reposts, and comments? Why? What time? This is necessary to understand what people respond best to in order to further build a content plan.
That is, filling the group with content that will further increase engagement (likes, reposts, comments). After all, the greater the involvement, the better the entire group reacts, the more new clients come, the greater the company’s profit.
Skill 3: Content Creation
An SMM manager must be a good copywriter. Be able to write briefly, concisely, interestingly. Do you know that in long text VKontakte automatically cuts off the first paragraph, most often? leaving only 5 sentences above the “More details” tag? And you, as a group administrator, only have 5 lines to interest the reader before he scrolls through your post.
Content is critical, but it should not be too loud, offensive, or out of line. It should be written in a language understandable to the reader, but immediately convey the essence for which the text was written. Remember that VK is not a lecture hall, not a philosophical treatise, but a place of entertainment and communication. And if you have something to say, then say it right away. Without long introductions, introductory speeches, which make you bored.
The above applies not only to VK, but also to Instagram and Facebook. On social networks, people respond well even to advertising posts if they are written in an unconventional way. Non-advertising content should be written as captivatingly as possible, so that the person feels that you are addressing him personally and giving him something truly interesting. Useful, necessary. And never publish several identical posts at a time, otherwise you will simply be hidden from the feed. And you will lose contact with your subscriber.
When they talk about a four-armed, multi-legged SMM guy, it’s only partly a joke... Skill 4: Design
You might think that design should be done by designers, not SMM specialists. But the fact is that in public spaces, design plays not only the role of decoration. This is also an element of communication with subscribers.
For example, in the community header, any marketing guru will always tell you to place the name and a short, succinct description of what the group is about. So that a beginner can immediately understand what is interesting here. You also need to check what the header looks like on the screen mobile phone, because the version of VK for smartphones simply cuts off the edges of the horizontal cover. All these nuances may be unknown to “mere mortals,” but the SMM specialist should know about them.
Just a couple of years ago, personal WIKI menu design was very popular in public pages. It was essentially a mini-page with buttons that, when clicked, opened various pages. But now VK has changed, wiki markup is a thing of the past, but everyone is writing articles. Such as you are reading now. Only you are on my website, and there articles open directly without leaving VKontakte. But design is still used there - everyone always needs pictures for articles.
WIKI markup is becoming less and less common in 2020, but this does not mean that it has lost its importance. Design on social networks has been and will be needed. And if you can make at least a simple hat for subscription page in Senler (service for sending messages), this will be a big plus for you in your work. By the way, a simple hat with beautiful fonts can be done even without Photoshop, for example in free service Canva.com.
Skill 5: Communication
One of the main responsibilities of an SMM manager is to build communication. Do you remember how I started my article as a joke? But this is the honest truth. The SMM specialist communicates a lot with clients, because this is how you can win them over. And he also has to work out the so-called. negativity, covering pain and objections. And if he does it poorly, then the opinion of the WHOLE COMPANY may suffer.
Want an example? Three years ago I walked up to a KFC counter in a town near Moscow and asked for a Wedgie Twister. Since I am a vegetarian, this dish was the only thing I could order in this establishment. In response, they told me that the Wedgie Twister had been taken off the menu. In fact, I was left without breakfast that day. Seething with anger, I climbed into the official KFC public page on VK, wrote them a message in which I said exactly that - “you left me without breakfast.” About half an hour later they answered me: “Try eating a potato cutlet for breakfast.”
Is this a bad answer? Yes, it’s terrible, because in fact, they didn’t even sympathize with me, didn’t explain why they removed my favorite product from the menu, and didn’t take any part in my situation. They just offered to replace one product with another, although this product was in their portions - the cat cried. In a word, this was a bad example of SMM management.
What should a good person be like? The SMM specialist must understand that for the client he is the face of the brand. Just like any other salesperson, he is also responsible for the perception of the entire company. And I had a positive experience communicating with such people.
Want an example? No problem. I want to buy myself new headphones, I find them through a search in several stores. In one of them I see a price that suits me, but I want to clarify the availability of headphones and delivery conditions. I don't want to spend money on a phone call (or I'm an introvert and only communicate via text). Therefore, I scroll down the page to the contacts block and find a link to the public page of the VKontakte store. And there I see the “Write a message” button. I press it, and after a couple of minutes the manager answers me and tells me: the headphones are not in one store, but they are in another. And how to get there.
Skill 6: Strategy Development
To tell the truth, there are very few strategists on the market today who understand how to develop brands and services of companies on social networks. If only because social networks themselves are constantly changing, growing, and introducing something new.
One may ask: how can an SMM specialist develop some kind of strategy if this is the job of the manager? Yes it's true. But social networks are only one channel through which a product can be sold. A company may have advertising on radio, television, search engines and a public page on a social network. So, the public needs its own strategy, different from all the others.
The point is that on Instagram, VK, and Facebook, people want people to communicate with them. After all, this is a social network, it was created for the sake of communication. You can’t just constantly post advertising posts in the hope of an unrelenting flow of applications. People need to be entertained, we need to come up with competitions and activities for them. And if some kind of negative reaction suddenly arises, you need to immediately come and respond to it.
A simple example: once on VK someone wrote in their hearts that “this Tinkoff is not even a real bank.” In response, a few minutes later in the same comment thread, a response appeared from the confirmed Tinkoff account: “Why are we not a real bank?!”
You can’t deny the brightness of Tinkoff Bank’s promotion! Please note, this is not an emotional reaction, but a thoughtful move. Firstly, Tinkoff Bank has a special person who monitors mentions of the brand on social networks. Secondly, the same or another person comes to any such mention and responds. That is, today no one reads how he was beaten somewhere on VK yesterday. And he comes right away and defends his point of view. Therefore, a strategy on HOW to do it is vital for social networks.
Another example: the Russian Post, dearly “beloved” by all of us, has also begun to explore the vast expanses Bolshoi Theater. And reacts to mentions on social networks. This is what the reaction to a photograph of the collapsing facade of a building that was freshly renovated a year ago looks like:
It’s a pity that the Post Office’s repair technology is not yet at the same level as the technology for searching for mentions of yourself on social networks... Several technical aspects
When a community is run by a specially hired SMM specialist (administrator), it is very important that its subscribers do not feel abandoned. That’s why a good manager always responds to comments, especially with questions about the product/service.
To monitor new comments on VKontakte, you can use the VK Admin program, it is available for both iOS and Android, and is free. Allows you to immediately receive notifications about personal messages to the group, comments, and any other activities. The faster you respond, the higher the chance that a potential client will bring real money to your employer.
Another very important feature that almost no one ever thinks about: people who joined the public and people who liked a specific post. I may have already written something on this topic above, but I’ll repeat it. The point is that if you see fresh interest in your topic and you have a task - to bring as many new clients as possible, then as an SMM manager you are obliged to use every opportunity for this.
A cool SMM manager can even use likes for promotion! Laek... Laik... This way, a simple like will turn into the first very serious contact with a potential client. Almost no one does this, because the work seems very dreary and time-consuming. But, listen, you are an SMM specialist. Your whole job will be communicating with people, won't it?
It’s exactly the same story with newcomers. Remember what I said about analytics? It makes sense to study which post people engage with the most (for example, if it was reposted a lot). It also makes sense to greet each person who joins in private messages, ask what interests you, offer your product, and listen to the person. Just through ordinary communication you can bring dozens of clients to your business every month. From social networks alone.
Do you really need to work so hard?
A fair question: do you really need to know so much and work SO hard to work as an SMM specialist? Well, the question here is what exactly does your employer need. The tasks can be very different.
Behind the beautiful logos and shiny pictures lie mountains of work... I had a friend who was hired for 10 thousand rubles a month to fill a public page dedicated to Moscow events. Concerts, festivals. The essence of her work boiled down to the fact that she copied photographs and texts from other similar sites, inserted them into posts with delayed publication in advance and... that’s all.
The entire work was only 4 hours a week, and for this they paid 10 thousand rubles a month. In fact, this was not the work of an SMM specialist, but of a content manager. If you get 4 such customers, then you can earn 40 thousand a month, working, well, if a couple of days a week. What I described is mechanical work that does not require skills; it can hardly even be called a full-fledged SMM.
Choose a customer that is within your capabilities, so as not to overstrain yourself out of habit. When you get the hang of it, find another one, and this way you can increase your earnings in SMM!
Another friend of mine once worked as an SMM specialist in a very cool project dedicated to online education. I didn't ask how much he was paid, but he was able to afford several trips to Europe without putting too much of a strain on the family budget. He was a full-fledged SMM manager: he monitored everything that was happening in the group, welcomed newcomers, responded to all comments and to every personal message. Analyzed the group's statistics and promoted the brand on the social network. Gave discounts. Entertained, captivated and sold.
In such a position, he had to give his all in order to maintain the image of a large educational project with which people developed a trusting relationship. And he was a very important and useful employee for the company. He was even called SMM-Jedi, hinting at the presence of superpowers. =)
And I myself once tried to work as an SMM manager for an international company that organized weddings in the Czech Republic. A month later, I realized that this story was not about me and left there. But in the process of communicating with the director and designer, we created a logo based on my idea, which they still use. And yes, I didn’t earn as much as I wanted, but I still didn’t leave without any money :)
What qualities does an SMM manager need?
1 Quality. Sociability. Of course, to work as a cool SMM specialist you need to be sociable. Love people and adore contacting them. Write to them, ask if they like everything, solve the problems they have. So, if you hate communicating with people, then you definitely shouldn’t do social media marketing, but it’s better to take up some other specialty that is not related to communication.
2 quality. Responsibility. By the way a manager communicates in public, by the commitment with which he approaches his responsibilities, the company as a whole will be judged. I already told you: the SMM specialist is one of the faces of the company. And by the way, that’s why you will be required to be able to write competently and clearly. No swearing, slang, personalization or value judgments. It seems simple, but not everyone can do it well.
The main point of any communication between an SMM specialist and a client is not to chat, but to make the client more loyal to the brand and company. And the best thing is to “close” for some kind of sale. After all, the SMM specialist is paid precisely for the final result: bringing new clients to the company and maintaining contacts with old ones.
3 quality. Seriousness. There are a lot of distractions on social networks. They are created for relaxation; people come to their favorite social networks to communicate and have fun. But the SMM specialist works here. In this he is a bit like a host of events: weddings or birthdays. Where all the guests are having fun, the host works very seriously for several hours in a row. The same is with the SMM manager, his task is to make sure that community users feel good, interesting, so that they remember the brand as something they like. And then they came to the store and bought some product from this company.
4 quality. Stress resistance. People always have complaints with which they come to the company’s official public page. And they write without mincing words. An SMM manager must be able to enter into the situation of the person with whom he is communicating. Because even simple sympathy on his part can remove a whole bunch of objections from the client. Saying “I understand you, this is a disgrace” is not at all difficult. And now you are already acting in concert with the client who wrote to you, and he no longer wants to kill you so much. Great, right? =)
See the whole picture globally
An SMM specialist can and should imagine the entire client journey from clicking on an advertisement to the final sale of a product or service. A manager must understand where a person came from to his public. He must know WHAT kind of people come to him and subscribe. Good manager constantly analyzes the situation.
An SMM manager tries to understand a person by his profile on a social network. Don’t just slap on your sales pitch, but understand who exactly you are talking to. For example, if a person has an obvious football theme on their wall, you can ask how a certain team played yesterday. Start a dialogue. And as a result, having broken through the first ice of mistrust and alienation, we can talk about business.
You may ask, why such complexity? Yes, because having established contact with a person, you are imprinted in his memory, and in the end he will come to you again and again. You might even become friends. By spending a little time on communication, an SMM specialist can easily create a loyal customer. And subsequently - a brand advocate who will work for you, by word of mouth. Of course, this is only possible if you have a quality product.
How to becomeSMM-manager?
Those who have read up to this point may have decided that they need to become a doctor of science in order to later become an SMM Jedi. In fact, there is nothing impossible here; there have long been online courses that will fill your head to the brim with everything useful that you need for this work. Take heed:
Skillbox -SMM marketer from A to Z
Bottom line
I think that an SMM specialist is a very interesting job. A competent specialist, combining several areas (targetology, public relations, copywriting) can easily earn 40-60 thousand rubles a month or more.
Moreover, being a social media manager is a necessary profession because getting a quick response from a representative of a company you interact with every day can be priceless. Good SMM managers are needed today as they have never been needed before.
So you found out that this is an SMM manager. Do you want to become one of them? Learn, go for it. You will succeed. Thanks for reading. Good luck and see you at
From the author: Hello, my dear readers! Today I would like to talk about the popular and, most importantly, in-demand Internet profession of SMM specialist! No one will deny that the Internet has a huge impact on the life of every person, especially social networks. On the Internet we can not only communicate, get acquainted and find different useful information, but also order services and buy goods. If you belong to the category of people who like to combine business with pleasure, if you are interested in the question: how to become an SMM specialist and earn money by using your favorite social networks, then this article is just for you!
Who is an SMM specialist?
I would like to immediately note that an SMM manager is a universal specialist who manages the presence and promotion of a brand on social networks and channels, such as Odnoklassniki, VKontakte, Facebook, Instagram, Twitter, Moi Mir, etc.
Its main tasks are to strengthen the client’s image, increase the reach of interested audiences, process negativity, and neutralize “black PR” on social networks.
The main goal of a social media specialist is to create a positive image for his customer. An SMM manager develops a plan to promote a brand in certain social networks, organizes work to find and neutralize negative reviews, increases the audience and performs many other equally important responsibilities.
What are the responsibilities of an SMM specialist?
Before you think about how to become an SMM manager, and which SMM specialist courses to take, you should familiarize yourself with the main responsibilities and requirements for candidates for this position.
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What skills do you need to master?
So, having understood the responsibilities of an SMM specialist, you can determine the basic skills that you will have to master. First of all, you need to thoroughly know the functionality and capabilities of the social network in which the work will take place. An SMM specialist should be able to:
create groups, communities, events and public pages;
know how to get likes, classes, tweets and other manifestations of user activity;
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be able to attract subscribers and drive traffic to the customer’s website or partnership programs.
In addition to social media skills, you need to know the basics of web design. After all, an SMM specialist must be able to create an attractive community design and know how to make beautiful “selling” pictures. To obtain these skills, you can take video courses on web design or on-site training. An SMM specialist must have a sense of beauty and be a versatile person. It will be equally useful to learn the basics of SEO promotion and video and photo editors.
Where to study to become an SMM specialist?
Despite the fact that an SMM specialist is a very promising and in-demand profession, there is nowhere to get an education in this specialty. Since the profession is at the intersection of IT and marketing, a common requirement for candidates is high computer literacy - basic knowledge of programming languages, principles of building and filling websites, knowledge of various applications and tools.
How to become an SMM manager if there is no such specialty in universities? There are only two ways to gain basic knowledge: take part-time courses or master the necessary skills yourself. Moreover, the second option is no less effective, because now on the Internet you can find a huge number of books, video courses and articles on any topic.
It is not necessary to look for courses directly on SMM; you can start by studying web design and HTML, then master the skills of working in photo and video editors, take and learn the basics of SEO promotion.
Why should you choose the profession of an SMM specialist?
If, after you found out how much you will have to study to become a professional in the field of SMM, the desire to move towards your goal only became stronger, then here are the main advantages of this profession:
none of your friends will know exactly what your work is about. After the phrase “I am an SMM manager,” everyone will listen to you meaningfully, and if you also clarify that you work in social networks, then they will also envy you;
you will always be aware of all Internet jokes, because this will be part of your responsibilities;
if you work in an office, then no one will ever be able to forbid you to be on social networks;
you will receive job offers regularly. After all, if you become a professional in your field, it will be quite difficult not to notice you on a social network;
after about a year of work, you will learn to look at the world with different eyes and stop being offended by people (all conflicts for you will simply be working with objections);
Working as an SMM manager, you will become an interesting and versatile person.
Of course, it is impossible to list all the advantages of working in the SMM sphere, because they open up differently for everyone. If you are ready to work hard, open up to new knowledge and strive to reach your goal without sparing yourself, then success is guaranteed! Did you like the article? Subscribe to our blog and share with friends. See you again!
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To gain your audience's attention, post regularly and very thoughtfully. A competent SMM specialist draws up a content plan (for a week, one or several months) and adjusts it as necessary in order to quickly respond to current news events.
Third-party services will help make this work easier. The simplest is SMMPlanner, in which you can plan up to 100 publications per month for free. In addition, Publbox and Amplifr provide recommendations on topics and publication times, as well as statistics.
This is what the window for scheduling posts in SMMPlanner looks like
Olesya Melnik
Writes about design and marketing at Skillbox. From 2011 to 2017, she wrote about business in business media, co-founder of the Paragraph copywriting agency.
2. Write competently and engagingly
As in the case of design, the marketer develops the content independently or supervises the work of the copywriter. Even if the SMM specialist does not write himself, he will have to communicate with users, respond to comments and messages, and evaluate the work of the copywriter.
Important!
An SMM specialist must be able not only to write correctly, but also to feel the style of the community in order to communicate with the audience in their language.
To avoid mistakes, it is better to check spelling, punctuation and style using online services, for example, Test The Text, Spelling, Yandex.Speller or Glavred.
4. Know how to handle photos
Posts with images receive 94% more views compared to texts without images, experts say. According to Wishpond estimates, Facebook posts Tweets with photos are 120% more popular than other content, and tweets with images get 18% more clicks.
A professional SMM specialist works on the style and visual concept of the community, decides how to illustrate information, monitors the quality of images, and works with photographers and designers.
In small projects there is not always a designer, and the work with images falls to a social media specialist. In this case, it is important to master at least at a basic level graphic editors Adobe Photoshop, Pixlr and Lightroom. And with the help of Canva or Recite, even a beginner can create stylish images from ready-made templates.
An example of Instagram posts designed in the same style
5. Communicate with the client in his language
Tune in to an ongoing dialogue with your audience. Even if the community is not created for direct sales, it is important to be as customer-oriented as possible and realize that social networks are the face of the company. Consider the interests of the community when determining how you communicate with them.
From useful tips, inspiring quotes and funny pictures will be of little use if your subscribers don’t feel important. Responding to them in a timely manner, processing negativity and resolving difficult issues is an important part of working on social networks.
To quickly respond to feedback and requests, use Chotam, Facebook Pages Manager and VK Admin.
The subscriber is always pleased to receive personal answers rather than templates
6. Get your way from opinion leaders
Once a popular video blogger or musician appears wearing a brand T-shirt, the audience will immediately distinguish him from the crowd. To work effectively with celebrities of different levels, you need to have a good understanding of the interests of your subscribers. The fame of a character does not guarantee unconditional success: teenagers are unlikely to be impressed by the response of an eighties rock idol or a famous politician, and it is difficult to influence a mature audience with the help of a young YouTube star.
When communicating with an opinion leader, it is important to control his presentation of material, correlating it with the interests of the brand, and choose interaction mechanics that will definitely influence his audience.
Greetings, dear friends. Today we’ll talk about one of the interesting professions in which you can work and earn decent money. Considering that we are all constantly connected to social networks and spend almost all our free time there, it is also possible to find a job there. Which one? Highly paid!!!
The profession of SMM specialist has appeared recently. With the development of social networks, it is becoming more and more in demand. The work of an SMM manager is based on the tasks and principles of SMM marketing.
SMM marketing tasks
Smm ( Social Media Marketing– social media marketing) - work to attract the attention of the target audience to a website, brand, company or product through social platforms.
Objectives of this direction in marketing:
- promotion of web resources, products or services through social media. networks;
- unobtrusive placement or encouragement of posting information, links to resources in topics;
- stimulating users' interest to switch to full version site from social networks;
- viral marketing – spreading advertising on a social network using likes, reposts, etc.
Smm specialist who is this
A manager in Social Media Marketing is a person involved in attracting attention to a brand, product, website through social networks. the main task– interest and attract target subscribers with an offer, create a positive image of the product, provoke actions to go to the main page of the site or purchase the offered product. The marketer must conduct hidden advertising so as not to alienate users.
Functions of an SMM specialist:
- administration and moderation of groups and communities - attracting and encouraging users to advertise the group on their pages, suppressing obscene language, answering questions from participants, maintaining topics;
- drawing up a plan of articles and topics for social platforms;
- preparation of videos for promotions;
- placement of fresh materials;
- analysis of traffic and sources;
- miscalculation of work efficiency;
- miscalculation of the advertising budget.
How to become an SMM specialist
Due to the novelty of the specialty, the profession of SMM manager is not taught in educational institutions. At various online courses, seminars and trainings, you can gain the knowledge that an SMM specialist should have, who he is and what he does. A professional must have the knowledge and skills:
- psychologist - be able to communicate, predict user reactions, reduce the negative reaction of the audience;
- analytics - be able to analyze the results of your work, look for effective tools;
- marketer - recognize your target audience, know in which communities they communicate;
- copywriter - be able to create interesting, attention-grabbing, unique selling content.
To work successfully you need:
- know and be able to buy likes, reposts, retweets, offers, etc.;
- process photos in a graphics editor;
- be able to work with animation, memes;
- come up with interesting texts for posts that correspond to the customer’s topic;
- know the basics contextual advertising, internet statistics, SEO, SMS;
- be able to analyze Internet traffic.
How much does an SMM manager earn?
Salaries for social media marketing specialists. networks can vary greatly. The income range ranges from 5 to 100 thousand rubles, depending on the following factors:
- customer region;
- work experience and qualifications;
- volume of work;
- employer;
- remote work.
In the regions, the average salary of a SMM specialist ranges from 25 to 30 thousand rubles, in Moscow he receives an average of 50-60 thousand rubles, and in St. Petersburg 40-50 thousand rubles.
The qualifications of the manager are of great importance. A beginner specialist can receive from 25-30 thousand rubles. in Moscow. One year of experience in SMM marketing allows you to receive a salary from 30 – 40 thousand rubles per month. A professional with at least 2 years of experience and good knowledge of SEO and web analytics tools can earn money in Moscow from 50-60 thousand rubles. Good command of foreign languages, in addition to the listed skills, increases the lower salary threshold from 70-90 thousand rubles.
Working full-time on staff at a company or agency pays higher than working remotely. In agencies, managers manage several projects simultaneously, respectively wage they have higher than those who work on one project in the company.
Salaries depend on the size of the organization. In large companies, the salaries of SMM managers are higher than in medium and small companies.
The profession of an SMM specialist is today a promising and well-paid one. Demand for social marketing professionals networks are constantly growing. Having enough knowledge and constantly learning, you can master a sought-after profession with a permanent income.
Sincerely, Galiulin Ruslan.
Every schoolchild who created a group and read a couple of videos on YouTube began to consider himself an SMM manager from God! The profession of social media manager appeared not so long ago, so few people clearly understand what an SMM specialist does and what his responsibilities are.
Meanwhile, the demand for SMM specialists is growing rapidly, and the pages of many companies are in a half-dead state. So, who is an SMM manager and what does he do? Let's immediately dispel the main myth - being an SMM manager is not only about publishing content. But what exactly does a social media manager do?
« You can’t just answer in a nutshell...»
SMM specialists are responsible for overseeing brand channels on social networks. They monitor, moderate and respond to audience comments. They create with other brands, create and publish content: videos, images and text.
An SMM manager must understand the differences between platforms such as Facebook, FaceBook, VKontakte and instant messengers, and must also be able to recognize and understand his audience on each account.
Top-notch communication and writing skills are as important as a good sense of humor. Since an SMM specialist will interact with an audience that produces a whole range of emotions, from criticism to praise, including outbursts from trolls and haters, you need to have thick skin and nerves of steel.
An SMM manager must be able to prioritize which comments need responses and which do not. It is necessary to stay on top of new trends and technologies. An SMM specialist must be able to come up with compelling content on the fly.
Sounds great doesn't it? If you decide to become an SMM manager yourself or further hone your skills in social networks, study the Convert-Monster online course program.
This is the guide in simple words, will help you determine what an SMM specialist should do, set boundaries between your work and the manager’s, and what to pay more attention to.
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A complete guide to working as an SMM manager
Everyone has long recognized the amazing value and benefits of social media marketing. Perhaps you are one of them! You've seen how such marketing stimulates quality traffic and sales, and how SMM increases your reputation on the Internet.
However, as a business owner, you won't spend time on this, so it can be quite difficult to know where exactly to focus your attention.
It is not easy to determine which SMM manager will best handle the promotion of your company or determine the job responsibilities of an SMM specialist.
SMM marketing is an integral part of the Internet marketing strategy. At its core, social media is about people, communication, formation and sales.
Once you've hired the best candidate, you'll need a social media manager job description to set goals, track progress, understand exactly how your money is being spent, and be accountable for
5 skills of an SMM manager
Managing profiles and pages has become a complex and multi-faceted role that helps businesses achieve their highest goals. This is work that cannot be carried out in isolation within a company.
In fact, some argue that it is no longer a job at all; that SMM tasks and responsibilities should be everyone's responsibility. Social media skills are increasingly required for all roles. We are seeing an increase in demand for savvy business candidates across the business. Additionally, we see this requirement spanning many levels, from executive assistants to senior vice presidents
Regardless of whether you are looking for an individual social media manager or just an experienced team member, these are 5 skills that a candidate must have.
Graphics production
According to Jeff Bullas, posts with images get 94% more views than those without. Buffer says tweets with images get 18% more clicks than those without. Research from Wishpond shows that photo posts on Facebook attract 120% more engagement than other types of posts.
For a business targeting women, millennials or teens, images are even more important. Visually-driven platforms like Instagram require an almost constant supply of high-quality, original images.
For these reasons, it's more important than ever that your social media manager has the skills necessary to conceptualize and create compelling images for your social media and blog posts. While it is not necessary to have advanced Photoshop skills, a good eye for design and an ability to edit images is. It’s a big plus if the SMM manager knows where everything is built around pictures.
According to Jay Baer, the ability to think graphically is more important than technical design skills:
« There are a number software packages, which help create simple, one-off images on social media, so the shift in job skills is less about graphics production and more about graphic thinking.”
Copywriting
As with graphics, advanced writing skills are not required. However, the SMM manager must have a good command of the language and be able to express his thoughts in writing.
While your social media manager may not write blog posts, they will communicate with clients on a daily basis—and 99% of the communication will be in writing.
- Can the manager convey the idea clearly in writing?
- Is the manager able to support textually on behalf of the company?
- Does the manager have the ability to convey the passion and excitement of the business or products in writing?
- Can the manager maintain top-notch professionalism and avoid awkward grammatical or spelling errors?
Customer Service Mindset
More than ever, people are using pages and groups to get help from brands, so your social media specialist should be focused on customer service.
Posting insightful or clever sayings, engaging images, and inspiring content will only help you if you respond to customer service requests appropriately.
Quick responses to questions and complaints, thinking " customer first” and the ability to take complex issues offline are all important aspects of CMM customer service.
A successful social media manager knows that your presence on social networks is the face of your brand on the Internet. Everything they say or do on social media is a reflection of the brand—for better or worse.
Understanding SEO and Content Marketing
As someone involved in the day-to-day management, promotion and distribution of blog content, understanding SEO and content marketing is a must. SMM managers should have a general understanding of how blogging and SMM content fits into search results, and how content works in a business's marketing funnel.
Although SMM signals may not have a direct impact on search rankings, the indirect effects are still undeniable. Your manager must understand how reach and engagement impact not only referral traffic and revenue, but also SEO. Content is the cornerstone of your SEO promotion, and your social media manager is the gatekeeper and promoter of much of this content.
How will the manager promote your blog content on social networks? Does the manager know how driving traffic to the company's website affects the bottom line? Does he know how driving traffic to a company's website affects profits?
SMM advertising experience
If you do not have an employee working with advertising, your SMM manager should have experience working with paid advertising in SMM (or the desire and passion to learn).
According to Salesforce's 2015 State of Marketing Report, social media advertising is one of the top two priorities for marketers. In fact, 70% say they plan to increase spending in this area.
Life hack! Where to find an SMM manager? A good way to find and test an already trained SMM specialist is the new generation freelance exchange kwork.
The best books on SMM for managers
- Hard SMM: Getting the most out of social networks. Authors: Dan Kennedy, Kim Welsh-Phillips. Liters rating: 4.09
- SMM for beginners.
- Guerrilla marketing on social networks. Operating instructions for SMM manager.
- Marketing A to Z: 80 Concepts Every Manager Should Know.
- Business promotion on VKontakte. Systems approach .
- Social Media Marketing.
- SMM Training. Principles of making money on Instagram.
The work of an SMM manager
Administration includes, but is not limited to:
- Planning and goal setting
- Developing brand awareness and online reputation
- Content Management
- SEO ( search engine optimization) and generation incoming traffic
- and sales
An SMM manager is a highly motivated, creative person with experience and passion for communicating with current and future clients. This passion must be demonstrated through daily interactions with customers, with the goal of converting your fans into customers.
Community management and participation (both online and offline) are an integral part of the success of an SMM specialist. An important aspect is the company's positive and open communication, which will attract new hyper-active customers.
A social media manager plays an important role in managing a company's content. The #1 search ranking on Google is relevant content (search engine content should be the best). It is now clear that content management should be part of job responsibilities SMM manager.
Content management responsibilities include:
- Create and publish relevant, original and quality content.
- and work with performers.
- Participate in the company to improve content (for example, creating online reviews, training employees, rewarding for participation in company marketing, etc.).
- Publish content regularly
- Use the right tools for content management.
- Create a content calendar to manage and schedule specific and timely posts.
- Promote content through advertising on social networks.
This position pays full time with benefits. The responsibilities of an SMM specialist may also include:
- Digital Marketing Management
- Control
- Working with clients
- Community Management
Savvy is critical to the success of your content marketing. It is necessary to hold attention so that potential customers can learn more about your products and services, and search engines indexed the content, rewarding you with authority.
Unified content strategy
One of the most frequently asked questions I receive is:
To know the answer to this question, you must have a clear understanding of who you are as a brand and who your target customers are.
- What is it about your company that is so unique... that makes people buy from you? Answer this question in detail.
- Describe your target customers. What are their interests, concerns and problems? How can you help them make a purchasing decision?
- Don't forget about those fans who are not yet on the market. What can you offer them to make their communication with you interesting?
Promotion strategy
It is essential to continually grow your fan base and promote your content. Now we need " pay to play" in social networks.
Social media advertising is a very valuable tool for getting your message heard. However, SMM advertising (Facebook, VKontakte, Instagram) is not like the one you are familiar with. They vary in content, placement, and targeting... and when done right, they're a lot more fun.
The best way to gain subscribers to your Facebook or VKontakte page is to use advertising. A small budget with carefully chosen images and a clear call to action will increase likes, engagement and leads.
Engagement strategy
Your SMM manager must listen, respond, ask questions and engage the audience. You should carefully consider how it will respond to organic (unpaid) links in the comments section.
People will ask questions and sometimes engage in sales. The social media manager must have knowledge and experience of your sales process in order to respond correctly.
If a customer asks a question, answer it and see to it that you engage them even further, ultimately directing them to a product page, registration form, or meeting.
As your page grows and your content appears more often in news feeds, it will be easier for you to attract new fans and build relationships with them.
Conversion strategy
With a growth and engagement strategy in place, the job of a social media manager is to convert fans into customers, and your marketing plan should have clear steps.
More advanced forms of marketing use appeal. Don't forget to include a call to action and an application form to make sure the customer has an easy path to purchase (and your social media person has a way to follow up on this).
I have found that most companies need advice and training from SMM promotion specialists, without interrupting the project, or need to find smart SMM specialists. Online courses from Convert-Monster for SMM managers can help you.
Measurement and analysis to establish ROI
You need to identify the key performance indicators that matter most to your business. Here top 7 indicators(or KPI) to determine ROI:
- Audience Growth
- Audience Engagement
- Content Coverage
- Interaction by content type
- Frequency and quality of responses
- Negative reactions
Measure your results daily. Your results should be tied to your goals and a clear picture of the income you are generating.
What does an SMM manager do and do?
SMM promotion management and daily activities of an SMM specialist include:
- Development of relevant content topics to reach the company's target audience.
- Create, curate and manage all published content (images, videos and texts).
- Monitor, listen and respond to users in a “social” way, warming up potential clients to sales.
- Conduct online propaganda and open streams for promotions.
- Develop and expand the community through popular bloggers
- Monitor the design (i.e.: cover of groups or pages, profile photos, thumbnails, advertisements, profiles on other social networks, blog, etc.).
- Creation and management of promotions.
- Monitor comments and respond to each comment.
- Analyze key metrics and update strategy as needed.
- Create reports to management outlining results (ROI).
- Be an advocate for the company in social media spaces, participating in conversations and answering questions wherever appropriate.
- Create a comprehensive marketing plan.
- Manage strategies that are proven by testing and metrics.
- Collect reviews from happy clients.
- Monitoring trends: tools, applications, new channels and design.
- Continuously learn to remain highly effective.
- Search for both threats and opportunities in user-generated content surrounding the company. Report noticeable threats to management.
- Analyze anecdotal evidence and translate it into recommendations and plans to revise the campaign's marketing strategy.
- Monitoring of effective cases (best practices).
- Analyze, review and report on campaign performance to maximize results.
Qualifications and experience
Ideal SMM manager:
- Has knowledge and experience in the principles of traditional marketing. Marketing knowledge is preferred, but experience in other areas is not required.
- Demonstrates creativity and documented immersion in social media.
- Proficient in the theory and application of content marketing.
- Experience searching, creating and publishing content.
- Demonstrates the ability to move from the creative side of marketing to the analytical side, and is able to analytically demonstrate why his ideas are valid.
- Shows in-depth knowledge and understanding of social media platforms and their audiences (VKontakte, Facebook, Instagram, YouTube, etc.) and how each platform can be used in different scenarios.
- Has excellent writing and language skills.
- Has a working knowledge of the blogging ecosystem relevant to the company's industry.
- Effectively communicates information and ideas in written and video formats.
- Practices excellent time management (time management).
- Is a team player with the confidence to take initiative and guide other employees when needed. (ie: content development, content creation and editing, and online reputation management).
- Gets up to speed quickly and can learn new tools.
- Maintains a working knowledge of SEO principles, including research keywords, Yandex Metrica and Google Analytics. Highly knowledgeable in the principles of “search and social.”
- Has functional knowledge and/or personal experience work with . If you know WordPress, then you can understand any other .
- Demonstrates good methods social customer service, such as empathy, patience, protection and conflict resolution.
- Has a great ability to identify potential negative or crisis situations and resolve conflicts.
Final thoughts
What you need in an SMM manager now is a little different from what you might have needed a couple of years ago; especially when it comes to creating graphics and setting up ads.
When you're looking for the ideal candidate or looking to outsource the role to a contractor or agency, look for someone who not only has experience, but also a desire to learn and keep their skills up to date.
It is in your best interest to hire the best social media specialist as you need to expand your online presence to participate in today's hyper-active consumer demand on social media. Your online reputation and future sales depend on it!
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