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I don't agree with this at all

The Diary of a Social Media Manager
Issue #6 • View online
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Dear Diary…
There’s really only one thing I’ve been thinking about this week, and that’s this tweet that went like WILDFIRE 👇

Christopher Mims
Does the person who tweets for your brand account have a masters in social media?

Maybe they should. How social media management went from the job you give to the intern to a high-stakes role for big businesses

https://t.co/C1zmQEUOUR https://t.co/C6Oxff3Yih
So i’m kinda in two minds about the whole thing. On the one hand, I’m so glad to see people recognising social media management as a skilled profession. Truly, nothing brings me more joy than hearing that social media is a “high stakes role for big businesses”. I think any of us who’ve found ourselves crying whilst operating heavy social media machinery can relate…
But mostly, and I’m sorry, but I can’t help but think what a waste of time said masters would be… What would they teach you that wouldn’t be irrelevant and out of date by the time you graduated? And are our salaries going to reflect this additional training?
I personally have two degrees, neither of which are related to social media (or particularly useful for anything while we’re at it), so perhaps I missed out on the part of university where they teach you things that help you later on in life, but I’m super sceptical about the whole thing. Has anyone done a masters in social media? Reply to a girl and let her know! The jury is still out on this one…
Anyway, to cut this long musing short, this week’s newsletter is sponsored by the acute effects of a certain vaccine so let’s see what else comes out of my slightly delirious mind this week…
No seriously... brace yourselves. Who knows what chaos is coming?
No seriously... brace yourselves. Who knows what chaos is coming?
TO BUY OR NOT TO BUY… FOLLOWERS 😱
Look, we all know that buying followers is a waste of time and a quick-fire route to sabotage your own social strategy. But do our clients know this? And better yet, do you have the facts to back up your claims that this truly isn’t the best way to grow an account?
Luckily, all the fact checking you need to convince anyone thinking of whipping out their credit card for buymorefollowers.com is here. Print it out, stick it up on your wall and shout it from the rooftops. STOP THE BOTS!
HOT GOSSIP 🔥
Which hot mess left out a link last week?
You got it… it was yours truly.
Not me using my own newsletter to shamelessly replug last week’s link
Anyway, there’s no judgement here but it is time for take two. So, for those of you who are still in the dark about how to auto-publish carousels and stories, I promise you that THIS really will change your life!
MUST FOLLOW ACCOUNTS 📱
Straight from the horse’s mouth…
If you’re not following Instagram’s @creators account, what have you been doing all your life?
If you’re interested in…
…you might want to hop, skip, and jump over.
Some of us are lucky and have an abundance of UGC to choose from but some of us have to flex that creative muscle to the max. If that sounds like you, then this account is a good starting point.
CONFESSIONS FROM THE DMs 🤫
Find yourself a community like this one…
the agony...
the agony...
BEST JOBS IN SOCIAL… 💻
PR & Social Media (Apprenticeship Programme) @ JoJo Maman Bebe
JOBS BULLETIN BOARD
THAT’S IT. THAT’S THE TWEET 👏
And the Best #BrandTwitter moment goes to…
One emoji, 18 THOUSAND likes. I'm shook.
One emoji, 18 THOUSAND likes. I'm shook.
THE REALITY OF BEING AN SMM 💼
This week, Dan Quitério, Director of Social Media @ The WNET Group shares his thoughts…
Tell me a little about you and your role
My marketing career predates social media marketing by a couple of years. I started off as an account executive at a number of ad agencies before “accidentally” cutting my teeth in social at digital agency 360i in New York City, working on community management for a number of TV shows for NBC Universal networks.
Fast forward several years and I’m now the Director of Social Media for a company that produces several shows for PBS. We focus on building our shows’ online communities with an eye on turning our viewers into evangelists for each show’s brand.
Favourite thing about working in social
I love connecting fans to our brand and to each other. Engaging with our audiences is a real highlight. Social media managers possess a lot of power; they have the ability to make someone’s day with a simple acknowledgement, be that a like of their comment, a quick reply, or a follow.
If your brand is one that they really admire, that little action that says “I see you and I appreciate you” can make a real difference to them. And being able to connect fans to others with similar interests is something I never take for granted. I run a Facebook group and a fan posted that because of that group she was reunited with a friend she hadn’t heard from in years! Now that’s pretty amazing!
Least favourite thing about working in social
Anyone with a Facebook account thinks they’re an expert. That becomes a problem when you’re trying to convince colleagues of the real value of social media marketing.
Many don’t take your work seriously, and some view it as “playtime,” not considering or realizing a very real mental health toll when you’re on the frontlines representing your brand to the public; having to be always-on with 24/7 community management, constant platform changes, and strategy pivots; and living in the often-unfriendly comment section.
Social is far more nuanced and complex than many give it credit for, and as a result, resources—both people and budget—don’t always reflect what’s needed to do the job effectively.
Top tip?
1 in 5 people live with a disability. That’s a huge chunk of your audience. Yet, most don’t consider accessibility when planning and executing their social content.
There are a number of things you can do to ensure your content is truly inclusive so that your ENTIRE audience can enjoy it—from something as simple as using CamelCase hashtags (capitalizing the first letter of each word, like #SocialMedia) or writing alt text for all images, to heavier-lift tactics like including video captions and transcripts to producing audio description in your videos.
Learn more ways to make your social media accessible with this toolkit, courtesy of a few U.S. government agencies.
Anything else?
Don’t forget that you can’t be successful in social without your audience, so be audience-first in your planning and execution. Basic social listening and reporting is how you can easily learn what your audience likes and doesn’t like. With this in mind—as well as knowledge of how the algorithms work—you can make a real difference in building your brand on social. A super easy way to do this is by asking questions.
Everyone has an opinion and they like to express it, so give them the space to do so. A simple question graphic (I like to call them “conversation cards”) can be an easy way to activate your audience AND learn more about them (I find the broader the question the more people who will answer it). You can then leverage those learnings to create more content. And don’t forget to engage with them, too.
Ask them follow-up questions in the comments; keep that dialogue going. That’s how you build relationships and get casual fans excited about your brand—not to mention the platforms like to see brands engaging in that way and will reward you by placing more of your content in people’s feeds.
If you’re interested in sharing your experiences as a SMM, please reply to this email or DM me on Instagram.
THE ‘A’ MEME 👑
Your favourite meme of the week
Here we are again, at the end of another newsletter moment. Did you laugh? Did you cry? Either way, did you have a good time?
Remember, my DMs are always open. Send me your secrets and confessions, or just let me know a little about you and your life as a social media manager. I’ll keep it all safe. Before publishing it on the internet, of course.
Work in social they said. It’ll be fun, they said.
Peace out ✌️
xoxo
OH, AND ONE LAST THING…
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