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  • Megan Nager

What Is Social Media Management

With today's fast-paced digital landscape, Social Media Management has become ubiquitous. Whether you're a business owner, a budding influencer, or simply someone who enjoys sharing cat memes, you've likely encountered this phrase. But what exactly does it mean, and why is it so crucial in the modern world of connectivity and communication?

Table of contents:

How does Social Media Management work?

Social Media Management is the art and science of creating, curating, and overseeing content on various social media platforms to build and maintain an online presence. It's the strategic handling of your online persona, brand, or business across platforms like Facebook, Instagram, Twitter, LinkedIn, and more. In essence, it's your digital footprint, and it can't be overstated how vital it is in today's digitally-driven society.

Think of your favorite social media profiles, be it a celebrity's Instagram feed, a witty brand's Twitter account, or your neighbor's well-liked Facebook posts about their latest culinary adventures. All of these are curated by individuals or teams proficient in social media management. They are the unseen architects behind your daily dose of digital delight.

The Evolution of Social Media Management

Social media management, as a discipline, has evolved significantly since the inception of platforms like Friendster and MySpace in the early 2000s. Back then, it was more about personal expression and connecting with friends. The term "social media management" has yet to gain prominence.

As social media platforms expanded and diversified, so did their potential for marketing and engagement. Social media management became a vital component of this strategy, as businesses and individuals alike sought to harness the power of these platforms to reach a broader audience.

Social media managers have become increasingly complex with the advent of platforms such as Facebook, Twitter, Instagram, and others. It wasn't merely about posting updates; it involved creating engaging content, analyzing data, responding to comments and messages, and adapting strategies to ever-changing algorithms.

In the mid-2010s, the field experienced another shift with the rise of visual content, particularly on platforms like Instagram and Snapchat. Social media managers had to adapt once again, focusing on aesthetics, storytelling, and influencer collaborations. This period saw the birth of the now-ubiquitous Instagram influencer, where individuals with large followings turned their accounts into businesses.

Fast forward to the present, and social media management has become a multi-faceted discipline that encompasses various aspects of digital marketing, branding, and community management.

The Role of a Social Media Manager

A Social Media Manager, in the context of a business, is responsible for developing and executing a social media strategy. They wear multiple hats, including content creators, community managers, data analysts, and strategists. Their primary goal is to leverage social media to achieve the organization's objectives, whether that's increasing brand awareness, driving website traffic, or boosting sales.

Let's break down some key responsibilities:

Content Creation

Social media managers craft and curate content that aligns with the brand's identity and resonates with the target audience. This involves designing graphics, writing captions, and even creating videos and stories. It's about telling a compelling brand story through visuals and words.

Community Management

Engagement is the name of the game on social media. A social media manager responds to comments, messages, and mentions, creating a sense of community for a brand. In addition to handling customer inquiries, complaints, and feedback, they turn negative experiences into positive ones.

Data Analysis

Data is the compass guiding social media strategies. Managers analyze performance metrics like reach, engagement, and conversion rates. They use these insights to refine their approach, identifying what works and what doesn't.

Strategy Development

A social media manager is the strategist behind the scenes. They set goals, plan campaigns, and decide which platforms to prioritize. They're responsible for keeping up with trends and adjusting strategies accordingly.


Paid advertising is a crucial component of social media management. Managers create and optimize ad campaigns to reach specific audiences and achieve business objectives. This involves budget management and A/B testing.

In essence, a social media manager is your brand's voice and personality in the digital realm. They're responsible for making sure your bakery's Instagram account not only showcases your delicious pastries but also engages with food enthusiasts, responds to queries, and entices potential customers to visit your shop.

How to Manage Social Media Profiles

Now that we understand the importance of social media management and the role of a social media manager, let's delve into the practical aspects of managing social media profiles effectively.

1. Choose the Right Platforms

There are different types of social media platforms. Each has a different demographic and purpose. If you want to network B2B, LinkedIn is ideal, whilst Instagram is perfect if you want to showcase visually appealing products. Identify which platforms your target audience frequents and focus your efforts there.

2. Create a Content Calendar

Social media is all about consistency. Make a content calendar that outlines what you will post and when. In this way, you will be able to keep a steady stream of content and you will not miss any important dates or events.

3. Craft compelling content.

You should create content that is engaging, shareable, and relevant to your audience. Keep things interesting by mixing text, images, videos, and stories. Make sure you incorporate storytelling into your posts; it's a powerful way to connect with your audience.

4. Schedule posts.

You can schedule posts in advance using social media management tools such as Buffer, Hootsuite, and Later. As a result, you will save time and ensure your content is sent at the best time for your audience.

5. Monitor and Respond

Make sure you keep an eye on your social media accounts. Messages and comments should be responded to as soon as possible. Engage your audience by asking questions, running polls, and holding giveaways. It is better to have as much interaction as possible.

6. Analyze Performance

Review your social media metrics regularly. Analyze what is working and what isn't. Your strategy can be refined based on this data. Consider creating more video content if you notice that video posts get more engagement.

7. Stay updated.

Social media is ever-evolving. Various features and trends emerge constantly. Stay updated with the latest developments in social media and adapt your strategy accordingly.

8. Be authentic.

Social media appreciates authenticity. Don't try to be something you're not. Let your brand's personality shine through, and be genuine in your interactions with your audience.

9. Use paid advertising wisely

If your budget allows, consider paid advertising to boost your reach. However, be strategic in your ad targeting to ensure you reach the right audience.

10. Learn from others.

Research successful brands and influencers in your niche. Can you tell me what they're doing right? From their strategies, what can you learn? If you want to learn how to manage social media properly, don't hesitate to ask those who have mastered it.

By following these steps, you can effectively manage your social media profiles and make the most of your online presence. Whether you're a bakery owner, an aspiring musician, or a tech startup, these principles apply across the board.

Finding Your Brand’s Target Audience on Social

A vibrant neighborhood would be a good place to open a fitness studio. This is a beautiful space with top-notch equipment, talented trainers, and top-notch equipment. It's time to fill your fitness classes with eager participants. How do you implement your methods? Understanding and reaching your target audience requires social media.

Identify Your Target Audience

A good place to start is by identifying your ideal customers. Which age group do they belong to? What is the distance between where they live and where they work? Is there anything you can tell me about their interests and pain points? You will be able to develop a more effective social media strategy if you have a deeper understanding of the medium.

Use audience insights.

It is common for social media platforms to offer audience insight tools. These provide valuable information about your current followers, such as demographics, interests, and behavior. You can refine your target audience profile based on these insights.

Leverage hashtags.

In order to reach a wider audience, hashtags are powerful tools. Find relevant hashtags in your niche and use them strategically in your posts. People interested in those topics will be able to discover your content this way.

Engage with Your Audience

A loyal customer is one who is engaged. Comments, messages, and mentions should be responded to. Encourage conversations by asking questions. Your audience is more likely to become loyal if they feel heard and valued.

Collaborate with influencers.

The use of influencer marketing can be a game-changer. Find influencers who share your target audience's interests. You can partner with them to promote your brand or product. You can significantly increase your reach with their endorsement.

Run targeted ads

Your audience is laser-targeted with paid advertising. Create highly targeted ads based on the data you've collected about your target audience. By doing this, you ensure the right people receive your message.

Analyze and Adjust

Regularly review your social media metrics to gauge the effectiveness of your targeting efforts. Are you reaching your intended audience? Are they engaging with your content? Adjust your strategy as needed.

In our fitness studio example, understanding that your target audience consists of health-conscious individuals aged 25-40 who live in the local area allows you to create content and campaigns that specifically appeal to them. You might post workout tips, nutrition advice, and success stories from clients in the same demographic.


In the digital age, social media management isn't a luxury; it's a necessity. Whether you're a business owner striving to expand your reach, an individual looking to build a personal brand, or an organization seeking to connect with its audience, effective social media management is the key to success.

It's about more than just posting updates; it's about crafting a compelling online identity, engaging with your audience, and using data to refine your strategy continually. Social media managers play a pivotal role in this process, acting as the architects of your digital presence.

So, as you navigate the vast landscape of social media, remember the importance of understanding your target audience, creating engaging content, and staying authentic. These principles, combined with the expertise of a skilled social media manager, can propel your online presence to new heights. With Wake and Make Media, you can get effective digital advertising services at affordable prices.

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