A Head of Social Media is a senior-level professional responsible for overseeing an organisation's social media strategy and presence across various platforms. They play a critical role in building and managing the brand's online reputation, engaging with the audience, and driving business goals through social media. Here's a breakdown of what a Head of Social Media does:
Social Media Strategy: Develop and execute a comprehensive social media strategy that aligns with the organisation's marketing and business objectives.
Content Planning: Oversee the creation of compelling and relevant social media content, including text, images, videos, and other multimedia elements.
Audience Engagement: Foster meaningful interactions with the target audience by responding to comments, messages, and mentions promptly and engaging in conversations.
Brand Management: Ensure the brand's voice, values, and messaging are consistent across all social media channels.
Campaign Management: Plan and execute social media campaigns, contests, and promotions to increase brand visibility and achieve specific marketing goals.
Analytics and Reporting: Monitor and analyse social media metrics and KPIs (Key Performance Indicators), providing insights to optimise strategies and demonstrate ROI (Return on Investment).
Community Building: Cultivate and grow online communities, both organically and through paid efforts, that are aligned with the brand's target audience.
Crisis Management: Be prepared to handle social media crises or negative publicity effectively by implementing crisis communication strategies.
Team Leadership: Manage a team of social media professionals, including content creators, community managers, and analysts, to ensure seamless operations and strategy execution.
Education: A bachelor's degree in marketing, communications, or a related field is often preferred. A master's degree or relevant certifications can be an advantage.
Social Media Experience: Extensive experience in social media marketing and management, ideally in progressively responsible roles.
Strategic Thinking: Strong strategic planning and problem-solving skills to develop effective social media strategies aligned with business goals.
Leadership Skills: Proven leadership and team management abilities to lead and motivate a social media team.
Analytical Skills: Proficiency in data analysis, using tools like Google Analytics and social media analytics platforms, to measure the effectiveness of social media campaigns.
Creativity: The ability to think creatively and come up with innovative content ideas and campaigns.
Communication: Excellent written and verbal communication skills to effectively engage with the audience and convey the brand's message.
Heads of Social Media commonly use various software tools, including:
Social Media Management Platforms: Tools like Hootsuite, Buffer, or Sprout Social for scheduling posts, managing multiple social media accounts, and analysing performance.
Analytics Tools: Google Analytics, social media analytics platforms, and paid advertising analytics tools for tracking and analyzing social media performance.
Content Creation Tools: Adobe Creative Cloud (e.g., Photoshop, Illustrator, Premiere Pro) for creating graphics, videos, and other multimedia content.
Social Media Advertising Platforms: Facebook Ads Manager, LinkedIn Ads, Twitter Ads, and others for creating and managing paid social media campaigns.
Project Management Tools: Software like Trello or Asana for team collaboration, content planning, and task management.
In summary, a Head of Social Media is responsible for developing and executing a comprehensive social media strategy, managing social media teams, creating engaging content, analyzing performance, and achieving marketing objectives. They require a combination of education, extensive social media experience, strategic thinking, leadership skills, and proficiency in relevant software tools to excel in their role. Effective communication and the ability to adapt to evolving social media trends are also critical for success in this position.