The Social Media Specialist

What is a Social Media Specialist?

By Lawrence Layton - Blue Marlin Computer Services

What is the role of a Social Media Specialist in today’s business environment?  Obviously, this varies greatly depending on the type of company or organization with the requirement and how they will operate in the social media universe, but generally the daily tasks are very similar.  Most social media specialists will be working in one or more situations that are described as: 1. On the behalf of their company or organization or 2. On the behalf of an individual or business client.

Getting a job as a social media expert doesn't necessarily come as a full time position. Companies often outsource the task to social media managers, employ staff on a contract basis (usually meant for specific short term campaigns or contracts) or as part-time as-needed employees.  This may change in the near future as more companies realize the necessity for in-house social media management and more and more companies move in that direction.

The most frequently asked question regarding Social Media Specialists is: What is the daily role or job of a social media expert?  Below is a list of some of the tasks a social media specialist may be asked to perform daily:

1. Updating the Status: One of the most basic of duties every specialists of social media will need to perform will be the Status Update.  They need to be consistent across all social media platforms when maintaining the clients photo, profile and bio information; add to this noteworthy daily events, services or product updates.  All client followers should have a compelling reason for tuning in for your daily announcements and updates.

2. Social Media Reactive: Most social media specialist monitor their clients sites for questions and comments from site viewers, and immediately respond to and are involved in the client responses.  Reacting to what other people are saying is a big part of social media. That is why it’s called social media; you have to be social to be accepted and advance in this environment.  You can also respond to what others are commenting on or sharing by Re-Tweeting, Re-Posting or reviewing articles involving your clients industrial information  or messages some site viewers have redirected.

3. Management of Daily Content and Posts: An online media professional’s job requires they generate engaging content on a regular basis.  Their job is to keep the page viewers engaged and interested in the clients specific brands, products or services.  Most of your effort and time will be required for producing good quality content.  This content needs to be market leading and surely capable of generating buzz within the industry.

4. Research: You will be required to continuously conduct significant research work into the various topics that are commencing and trending on your client sites, as well as what people are discussing regarding these topics.  Whether it is about a brand, a technique, a particular service or new product line; you will need to keep pace with the industry buzz as it relates to the techie world.

5. Protection of the Brand: Brand Protection is one of the primary things almost every business worries about.  Essentially, most websites and social media sites provide people a forum to exercise their freedom of speech.  Consequently, all client channels need to be monitored so as to make sure people are not speaking ill or saying anything negative about your clients brand.  Although monitoring will not stop them, you can be aware and mitigate as much as possible against such issues by providing the clients side of the story.

These are only some of the duties one might expect from a Social Media Specialist, but not all of them.  Every client will have his or her specific requirements to add to this list, but the main takeaway is; you are the “Tip of the Spear” in the clients social media experience.  Your job is to educate the client, agree on a plan, execute the plan and mitigate all negatives.  Do this and do it well, and you have done your job - right.