Social media has become an indispensable part of modern marketing. With over 4.6 billion people worldwide using social media in 2022, businesses of all sizes rely on these platforms to build brand awareness, engage customers, drive website traffic, and boost sales.
As a result, skilled social media managers are in high demand. But what exactly does it take to succeed in this dynamic, fast-paced role? Whether you‘re an aspiring social media pro or a seasoned marketer looking to up your game, here are the 17 essential hard and soft skills you need to thrive.
9 Critical Hard Skills for Social Media Managers
First, let‘s look at the core competencies and technical abilities required. While the specific tools and tactics you use will vary depending on your industry and goals, these foundational skills are a must:
1. Social Media Strategy Development
Effective social media marketing starts with a clear, documented strategy. You need to be able to:
- Define goals and KPIs that align with overall business objectives
- Research target audiences and develop buyer personas
- Determine which social platforms to focus on
- Establish brand voice and content themes
- Set posting schedules and frequency
2. Content Planning & Creation
Compelling, valuable content is the heart of any social media presence. Key skills include:
- Copywriting and editing for each platform
- Short-form and long-form content development
- Visual content creation (graphics, photos, videos)
- Content optimization (hashtags, links, CTAs)
- Editorial calendar management
3. Graphic Design
Visual content gets 94% more views than text-based content. While you don‘t need to be a Photoshop expert, basic graphic design abilities are essential, such as:
- Creating social media images and infographics
- Ensuring visuals are properly sized and formatted for each network
- Designing custom graphics for ads, cover photos, and profile pics
- Maintaining consistent branding across platforms
4. Video Editing
Video is exploding on social media, with the number of daily video views on Facebook alone reaching 8 billion. Must-have video skills include:
- Planning and storyboarding video content
- Filming and editing short-form videos
- Adding captions, text overlays, and effects
- Optimizing videos for silent autoplay
- Repurposing video content across platforms
5. Analytics & Reporting
Measuring, analyzing, and reporting on social media performance is critical for demonstrating ROI and continuously improving your efforts. You should be comfortable with:
- Setting up and configuring analytics tools
- Tracking key metrics like reach, engagement, and conversions
- Creating and interpreting data visualizations
- Identifying top-performing content and optimization opportunities
- Translating data into actionable insights
6. Community Management
Social media is all about building relationships. Community management skills include:
- Monitoring mentions, comments, and messages
- Responding to questions and feedback in a timely manner
- Facilitating discussions and encouraging follower engagement
- Identifying and nurturing brand advocates
- Handling negative comments and crisis situations professionally
7. Paid Social Media Advertising
With organic reach declining, paid social is becoming increasingly important. Key skills include:
- Selecting the right ad types and formats for your goals
- Targeting ads based on demographics, interests, and behaviors
- Writing compelling ad copy and CTAs
- Designing eye-catching ad visuals
- Monitoring and optimizing ad performance
8. Influencer Marketing
Partnering with relevant influencers can greatly extend your reach and credibility. Must-have skills include:
- Identifying and vetting potential influencers
- Building and managing influencer relationships
- Developing creative campaign concepts
- Negotiating rates and contracts
- Measuring influencer campaign results
9. Social Media Customer Service
More and more customers are turning to social media for support. You need to be able to:
- Develop social media customer service guidelines
- Triage and route customer inquiries
- Provide timely, helpful responses via social
- Coordinate with other customer support channels
- Escalate issues when needed and follow up to ensure resolution
8 Essential Soft Skills for Social Media Pros
In addition to technical know-how, certain soft skills and personality traits can help you become a more effective, well-rounded social media manager:
1. Effective Communication
As the voice of your brand on social media, strong communication skills are a must. This includes:
- Writing clear, concise, compelling copy
- Adapting your tone and style for different platforms and audiences
- Communicating professionally with colleagues, clients, and customers
- Presenting social media plans and results to stakeholders
2. Creativity
Standing out in crowded social media feeds requires constant creativity and fresh ideas. Creative skills to cultivate include:
- Brainstorming unique, out-of-the-box content concepts
- Putting new spins on trending topics and hashtags
- Experimenting with emerging platforms and content formats
- Finding novel ways to showcase your brand‘s personality
3. Adaptability
Social media is always changing, with new features, algorithm updates, and cultural trends emerging daily. To succeed, you need to be able to:
- Stay up-to-date with the latest platform changes and best practices
- Quickly pivot your strategy in response to new developments
- Continuously test and optimize content approaches
- Embrace new technologies and tactics as they arise
4. Problem-Solving
From troubleshooting technical issues to managing PR crises, social media managers are often the first line of defense. Important problem-solving abilities include:
- Taking a proactive approach to identify potential issues
- Remaining calm and focused under pressure
- Thinking analytically and methodically to find solutions
- Turning challenges into opportunities when possible
5. Attention to Detail
Even small mistakes can have big consequences on social media. An eye for detail will help you:
- Maintain consistency in brand voice and visuals
- Catch typos and broken links before posting
- Ensure content is optimized for each specific platform
- Spot relevant trends and conversations to join
6. Empathy
To build genuine connections on social, you need to be able to put yourself in your audience‘s shoes. Empathy enables you to:
- Understand your target audience‘s needs, challenges, and motivations
- Develop customer-centric content that resonates
- Handle sensitive topics and situations with care
- Build trust and loyalty with your community
7. Collaboration
Social media managers rarely work in a vacuum. Collaboration skills are key for:
- Coordinating with internal teams like sales, customer service, and PR
- Partnering with influencers, brand ambassadors, and industry peers
- Participating in relevant Twitter chats and online communities
- Co-creating content with your audience
8. Curiosity
Staying ahead of the curve requires a healthy sense of curiosity. Always be learning, whether you‘re:
- Exploring new social platforms and tools
- Reading up on the latest marketing studies and reports
- Observing what other brands are doing on social
- Asking for feedback from colleagues and customers
Emerging Social Media Skills to Master
As we head into 2023 and beyond, here are some of the up-and-coming skills social media managers should have on their radar:
Short-Form Video Content
With the explosive popularity of TikTok and Instagram Reels, creating engaging short videos is quickly becoming a must-have skill. Focus on developing your videography and editing chops.
Social Audio
Clubhouse kicked off the social audio trend, and other platforms like Twitter Spaces and Facebook Live Audio Rooms are following suit. Consider how your brand might leverage this new format.
AR/VR
As augmented and virtual reality technologies evolve, we‘re seeing more social media applications like Facebook‘s Horizon and Snapchat‘s Local Lenses. Familiarize yourself with AR/VR basics and brainstorm potential use cases.
Social Commerce
Social media platforms are increasingly blurring the lines between content and commerce with features like shoppable posts and livestream shopping. Boost your skills in areas like product promotion, influencer partnerships, and analytics.
Data Visualization
With the sheer volume of social media data available, being able to translate raw numbers into compelling visuals is an increasingly valuable skill. Hone your data visualization abilities with tools like Canva, Venngage, and Infogram.
Sharpening Your Social Media Skills
Developing and maintaining this diverse skill set may seem daunting, but remember that social media mastery is an ongoing journey. Here are some tips for keeping your skills sharp:
- Set aside dedicated time each week for learning and skill-building
- Follow industry blogs and publications to stay current on trends and best practices
- Join online communities like Facebook and LinkedIn groups to connect with peers and share knowledge
- Attend social media conferences and workshops to learn from experts and make new connections
- Pursue relevant certifications and training programs to fill skill gaps and boost your credentials
- Practice, practice, practice – the best way to improve your social media skills is by doing
No matter your current skill level, investing in continuous learning and development is essential for long-term success as a social media professional. By combining the hard and soft skills outlined here with a commitment to ongoing growth, you‘ll be well-equipped to tackle the challenges and opportunities of this exciting, ever-evolving field.
