How To Become A Social Media Manager
Prepared and presented by
Hiba Bou Ajram

Course Outline
 Session 1: Introduction On How To Become A Social Media
Manager
 Session 2: General Concepts and Terms
 Session 3: Twitter Techniques and Tactics
 Session 4: LinkedIn
 Session 5: Facebook for Business
 Session 6: Blogging
 Session 7: Understanding HTML and RSS
 Session 8: Search Engine Optimization
 Session 9: Case Studies
 Session 10: Social Media Ethical Issues
 Session 11: Prove Your Knowledge

Session 1: Introduction On How To Become a Social
Media Manager
Session 1 Objectives
Realize the importance of the role of a Social Media Manager
Understand the Goals of a Social Media Manager
Understand the skills needed to Become A Social Media Manager
Get to know the tools used by a Social Media Manager
Conclude that not everyone can be a Social Media Manager

What Is A Social Media Manager
• A Social Media Manager is a person who helps
others in promoting themselves, their
business, or their products using the social
media network.

Why Do We Need More Social Media Managers?
• According to Inc. Magazine 91% of all business in
USA attempted to use social media to promote
themselves.
• Experts are estimating that the demand for social
media managers will be 1000 to 1
• This means that the current supply cant meet the
Demand

Why is this Huge Demand
• Over 50% of the world’s population is under 30
• The Yellow Page is dead
• Few people read newspapers
• Radios have been replaced by satellite radios
• Facebook tops Google for weekly traffic
• What happens in Vegas stays in Facebook, Twitter, Youtube …
• Kindergartens are learning on iPads
• 95% of companies using social media for recruiting use
LinkedIn
• 34% of bloggers post opinions and reviews about brands and
products

Why is this Huge Demand
• Even Babies are being named Facebook, Google,
Hashtag, Like, and even @ !!!

How Much Do You Get Paid
• According to PayScale, in USA, Social Media
Managers are getting paid between 24,891$
and 70,012$ annually and 41,320$ in Qatar

Social Media Manager Goals
• Brand someone, a business, or a product
• Build a large fan base of potential clients
• Build a quality email list
• Drive large amount of traffic to your website

So, You Want To Be A Social Media
Manager?
To Qualify you must:
• Understand The Business Goals
• Develop Knowledge About The Social Network
• Develop An Online Strategy
• Engage With Customers
• Analyze Data
• Know The Tools That Make You Efficient
• Have Knowledge About Search Engine Optimization
• Have The Ability To Write And Think At The Same Time
• Have The Desire And Ability To Keep Up
• Have The Passion To Succeed

Understand The Business Goals
• Creating goals and metrics will help ensure that the
time and resources your organization invests in
social marketing are well spent.
• Goals for your social campaigns must be SMART.
• Goals will need to be revised periodically based on
the results of your campaigns.

Develop Knowledge About The Social Network
• Understand how that network works.
• Be certain your audience can be found on this
network
• Understand the demographics of your audience.

Develop An Online Strategy
• Who are you targeting with your social
marketing?
• How can you deploy social marketing tactics for
measurable success?
• What goals or objectives do you want to
accomplish?

Develop An Online Strategy

Engage with customers
• Respond to comments and
inquiries on social sites or
delegate them to other members
of the team such as HR, sales,
customer service, etc.
• Begin conversations by sharing
their content, asking them
questions, requesting feedback
and of course, delivering useful
content.

Analyze Data
• As you begin to execute your strategy via various online tactics, you must
set key metrics to evaluate the effectiveness of the campaigns.
• The data collected will help determine how to revise and improve its
effectiveness.
• For Example, a social media manager will review a business’ Google
Analytics and a Facebook Analytic on a regular basis. This data allows a
social media manager to know if the current content is effective.
Depending on these results, he may need to rewrite content, add new pages
and photos, or completely change the way the existing website and
Facebook page currently look.

Knowledge About Search Engine
Optimization
HTML
• You have to immerse yourself into an html writing
process.
• Understand what search engines are looking for
when crawling your website for keywords.
Keyword Analysis
• Without a keyword strategy, your SEO efforts will go
nowhere.
• Look for all the related terms used to find a product,
service, information, etc.

Knowledge About Search Engine
Optimization
On-Page SEO
• On-page SEO refers to elements of your own website that
need to be optimized
• Some of the important elements include: page titles, body,
text, title tags, meta descriptions, alt tags on images, and
more.
Off-Page SEO
• Off-page SEO refers to inbound links to your site with anchor
text.
<a href="http://www.socialmediahq.com"
target="_blank">social media</a>.
• Inbound links are very important for your SEO efforts, as
they give search engines votes of confidence that your site is
providing quality content.

Know The Tools That Make You Efficient
• There are a number of tools available to the
social media manager.
• Understanding the way these tools work is
essential to your success.

TweetDeck
• Free Software
• Allows you to connect across Twitter, Facebook, MySpace, LinkedIn,
Foursquare and Google Buzz.
• You can update all or just a few with the same status at one time.
• The design is clean, user friendly and even makes some networks
more fun.
• TweetDeck is best at managing Twitter accounts. It makes the
experience more customizable by organizing feeds, mentions,
messages and searches across columns.
• TweetDeck is probably best when dealing with four or five accounts
at a time (whether that be all Twitter accounts or a mix of the other
networks it supports).

TweetDeck

CoTweet
• Is an excellent tool for small businesses or divisions of larger businesses
that spread social media duties among team members
• Allows updates and follow-up messages to be assigned to specific social
media managers.
• It has an OnDuty status, which notes who is responsible for social streams
at a certain time.
• The person on duty can receive e-mails when something needs to be acted
on, freeing him or her up to go to meetings or take calls while remaining
aware of social media activity.
• It supports Twitter and Facebook and recently launched an iPhone app.
• The Standard edition is free and allows up to six Twitter accounts. The
Enterprise version costs $1,500 a month but you can request a free demo.

CoTweet

HootSuite
• Supports small to medium-sized businesses that have one or two dedicated
social media managers.
• Its free version allows you to add five networks and supports Facebook,
Twitter, LinkedIn, Foursquare, MySpace, PingFm and WordPress.
• Best for actively-managed accounts because its design focuses on streams,
which are housed in customizable tabs.
• Provides a follower’s bio along with links to his or her social media profiles.
• Create lists of followers you want to keep a closer eye on and increase
engagement with.
• Paid subscriptions offer Google Analytics integration and unlimited
insights.
• Pricing starts at $5.99 a month and maxes out at $1,998.99 a month.

HootSuite

Spredfast
• Built for agencies managing social media for several companies
• Its biggest advantage over other SMM tools is analytics.
• Measurement is determined by the amount of content distributed,
how many people were reached and whether the intended audience
was engaged.
• Spredfast integrates analytics from clicks by tracking links as well as
data from each social network.
• Analyzed information is formatted in presentation-ready graphs,
which is ideal for agencies bringing clients up to speed on outreach
progress.
• Most useful is Spredfast's benchmarking feature. Managers can
compare social campaigns to other strategies in the industry or to
the same type of campaign as it was run in another industry.
• These first class analytics come with a hefty price tag; Plans range
from $12,000 to $1 million a year.

Spredfast

Engage121
• Suitable for franchise companies looking to maintain consistent messaging
while giving local branches a hand in social media strategy.
• The tool is incredibly customizable and can support just about any site with
a social presence.
• Corporate managers can create a company-wide promotion message and
use mail merge to broadcast it with a local store’s name and address.
Permissions may be set to allow a branch to approve a message from
corporate before it is distributed to area followers, maintaining a local voice
and brand consistency at the same time.
• It also gives managers total control over what types of messages they see.
Just underneath each message is an engagement button. When clicked, a
very user-friendly interface pops up where managers can easily respond to
followers’ messages or start conversations with social media influencers.
• Pricing also varies with business needs. It ranges from $25 to thousands per month.

Engage121

The Ability To Write And Think At The
Same Time
• Think before you tweet
• Know when to post promotional content and
when to share content customers want to engage
with.
• Know what the competitors are posting and
what you need to do to differentiate yourself
from your competitors.
• Know how to write. Use proper English
grammar and punctuation. Choose your words
carefully.

Creative Design
• First impressions count, and they are part of the
branding experience.
• It is important that a social media manager has
an eye for creative design.

The Desire And Ability To Keep Up
• Every day there is something new in the world of social.
Something different is trending.
• Sites are re-designed and features come and go almost
daily.
• The best social media managers can keep up.

The Passion To Succeed
• Have passion for the work you are doing.
• Have passion for the brand you represent.
• Have passion for engaging with customers (even
when they are complaining about something).
• Have passion to succeed in every post you make.

The Role of a Social Media Manager
• He/She is the front line of customer service
• He/She can pick up communications from existing or
potential customers in real time and feed them to the
appropriate person.
• He/She must keep an eye out for any potentially damaging or
incorrect information that is being posted by others.
• He/She must be able to spot opportunities as they arise, plant
seeds and connect with the right people.
• He/She can deliver content, build links, network and translate
digital information from the online community.

Conclusion
• Whoever says that a Social Media Manager just
plays around is wrong!
• There is a lot more complexity to building,
maintaining and growing a successful online
presence than just “Facebooking” or using the
“Twitter” a few times a week.
• Social Media Managers are the key contributors in
improving customer satisfaction, relationships, and
engagements. They are now a primary source of
revenue for a business.

Assignment
Dig out the most
used Social Media
Manager Tools and
get to know them
better.

Resources
http://socialmediatoday.com
http://www.slideshare.net
http://mashable.com
http://abetteruserexperience.com
http://nonprofitorgs.wordpress.com
Go To Course Outline