For marketers and creators alike, the social media sphere exploded quickly and prolifically. Professionals in various fields pivoted to learn more about working in a new, diverse field — including the founders of Take Flight! One of the most common conversations I have, both in my personal life and with potential clients centers around the differences between social media management and social media marketing.
Understanding social media marketing
Many social media marketers once worked in the traditional marketing field. Expanding the scope of marketing to include social media platforms was a natural outgrowth for marketing professionals. We often tell our clients that social media should be thought of as an extension of traditional marketing. Like traditional marketing, social media marketing focuses on paid campaigns to promote a brand or business. When looking at immediate, short-term impact, social media marketing works for brands — but it comes at a cost. Businesses can target specific demographics and focus on precise goals and return on their investments, but like all marketing, social media marketing is a pay-to-play endeavor. Sponsored posts, influencer campaigns, and social media ads all fall under the social media marketing umbrella and it can get very costly.
A closer look at social media management
As opposed to social media marketing, social media management involves a longer-term commitment to brand building. A social media manager adds value to a brand by working to create organic growth through engagement and a comprehensive social media strategy. Social media managers focus on the relational aspect of social media, building authentic connections through targeted follow campaigns, organic engagement, and a long-term vision for a brand or business’s tone and aesthetic image. Social media management can include overseeing marketing campaigns, but it focuses primarily on daily plans for managing a content calendar, posting on social media platforms, and overseeing engagement in consistent ways, giving your brand an online presence. A strong social media manager will create and schedule content for you, and they will also offer advice for how to build your brand over the next quarter — and beyond.
Does the difference matter?
Even after exploring the differences, people ask if the difference really matters, since both strategies have the goal of increased engagement and brand or business growth. At Take Flight, we recommend brands use a tiered social media strategy that encompasses both management and marketing.
Brands looking for immediate impact, like a push for holiday sales, can employ a marketing campaign with a direct goal of increasing sales numbers. The short-term impact of a marketing push can boost businesses when they’re looking for a definitive uptick in conversions. As with all marketing campaigns, this strategy involves a financial investment.
On the other hand, social media management works best as a long-term strategy. Authentic, organic growth pays off in the long run, as it allows your brand to connect with customers and clients who will value your business consistently over time. Investing in a social media management professional involves a longer-term investment for your business, because they have the ability to navigate the changes your social media presence will undergo as your business grows.
The bottom line about social media strategy
Though they sound similar, the differences between social media marketers and social media managers have the potential to cause dissatisfaction for businesses that hire one while expecting the results better delivered by the other. In reality, the two truly need to work in conjunction with one another for optimal reach. Understanding these two roles will help grow your business and directly benefit your social media strategy.
How does your business incorporate social media marketing into your social media strategy?
If you’re unsure where you should be investing your social media budget, Take Flight can help. Contact us for a complimentary Social Media Analysis.