May 24, 2022

Social media manager, a transverse and strategic role for corporate communication

From brand content to social commerce, the missions of the social media manager are varied and multiple. An exciting and essential profession for all types of organizations, presented to us by Vincent Montet, who heads the specialized Digital Marketing & Business MBAs at EFAP.

To carry out his various missions, the social media manager must have essential human qualities, such as interpersonal skills and team leadership. © Vasyl – stock.adobe.com

The 6 pillars of social media management

Complementary to the community manager (CM), the social media manager (SMM) designs the digital communication strategy of his company or his client. It monitors its execution on the various platforms. ” The branch of social media has been professionalized for ten years. She left the communication sector to become transversal in the communication strategy of companies. We have moved from social media, which was a lever for digital communication, to social media for the benefit of brand business explains Vincent Montet, founder and director of EFAP’s specialized MBAs in Digital Marketing & Business (DMB), and vice-president of the digital economy association (ACSEL).

On a daily basis, the social media manager works on 6 major topics:

  1. Le brand content : the brand has become a media with its social networks. Beyond the product, she now needs to tell stories to create brand content, which is orchestrated by the social media manager.
  2. UGC (or User Generated Content) : this involves managing content generated by users, who are social media senders, in the same way as prospects and customers.
  3. Influencer management: the social media manager leads a network of influencers, whatever their size (nano, micro, macro or mega influencers, etc.). These brand ambassadors on social networks publish different types of content, and are now structured. They sometimes work within agencies and are true professionals.
  4. Live management: while the professions around social media were previously synchronous / asynchronous, social media managers today create both lives on social networks and they relay them on the different platforms through content (video, photos, text… ).
  5. Le social ads : social advertising is the 2nd digital advertising investment after the purchase of keywords. This social media advertising lever has become more professional with the development of dedicated platforms and tools.
  6. Social commerce: this new dimension of social media represents the strongest trend in the sector for the coming months, with the integration of online stores within the platforms themselves, like the recent partnership between TikTok and PrestaShop, a major player in e -trade.

If the social media manager animated between 2 and 3 social media a few years ago, the number of platforms has now been multiplied by 3. The essential networks remain Facebook, Instagram, Twitter, LinkedIn or even TikTok. Depending on the companies, the SMM may also be responsible for leading its brand’s communities on Twitch, Discord, but also local social networks, with an international focus. ” If I work with Asia, I can’t do without WeChat or Lime. The social media manager must have this international knowledge of all the social platforms on the market “, adds Vincent Montet.

The skills to master to exercise the profession of social media manager

To carry out his various missions, the social media manager must have essential human qualities, such as interpersonal skills and team leadership. ” Social media management is a profession of passion, which is based above all on relational know-how. The SMM is in permanent contact with the users, with whom it dialogues and exchanges regularly, and it also supports a network of influencers. He coordinates multidisciplinary teams, made up of community managers, but also creative professions and web development. ” He is the principal for these professions. This means that he must know how to pitch, make a brief, both internally and externally. He has a number of skills in common with the social media and business-oriented web project manager to be able to go beyond organic and advertising content. »

Beyond these managerial skills, he must also show creativity, know how to adapt and be reactive, to be able to manage the pressure of live. ” It’s fairly new for this profession and relatively close to professions linked to events. He must also master performance analysis tools and KPIs (Key Performance Indicator), to calculate the budgetary investments in social ads and content creation, but also the time spent by its teams in carrying out the various tasks, in order to be able to determine the return on investment of their actions. ” This analytics part has become an essential quality in many digital professions. This reinforces the evolution of the profession of social media manager of communication towards a much more business-like approach today. »

Another important quality required: personal branding, which consists of applying to oneself the actions that the SMM is likely to recommend to the brand for which he works. ” The goal is not to become the most popular on social networks, nuance Vincent Montet. It’s about using them in a professional setting, on your first and last name, because that’s what your future employer will search for on Google. All this content creation work will make your positioning for the brand a little more credible.. »

Training to acquire all the keys to social media management

The specialized Digital Marketing & Business MBAs offered by EFAP allow training to practice the profession of social media manager. The pedagogy taught by the school is based on numerous practical works and concrete cases, in order to become quickly operational. ” Students are trained in content creation: writing articles for blogs and social networks, making videos, measuring impact, competing with companies on brand content… We also have courses on social media , community and influencer management. »

As the MBA is a partner of events such as the Hub Forum, Viva Technology or those organized by ACSEL, students have the opportunity to train for the live exercise by being social media reporters. The training allows you to pass the PrestaShop certifications for e-commerce and Facebook Blueprint for social networks. ” With this program, we cover the 6 functions of the social media manager. Among our students, a good quarter of them head for this profession once they have obtained their diploma. »

MBAs specializing in digital marketing are accessible from bac+4/5. It is recommended to have followed a training in communication, commerce or management, at university or school, with an internship as a CM in a company or an SME, to start integrating this ecosystem.

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Presentation of EFAP

EFAP is the school for new communication professions. Several MBAs specializing in digital marketing are available on the campuses of Bordeaux, Lille, Lyon, Montpellier, Paris, Shanghai and Algiers: Digital Marketing & Business in full-time, part-time executive / work-study version, or double degree in China, as well as specializations in art and culture, health industry, and beauty & cosmetics. These different courses are open to all profiles from bac+4/+5, as well as those with significant experience within the framework of a validation of professional experience (VAP). They issue a level 7 RNCP certification (bac+5).

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