It might seem that working as a social media manager is limited to creating and publishing posts and managing advertising campaigns. However, life shows that such a position requires a wider range of activities and skills (including soft skills). As someone who has worked in such a position since 2013, I have created my personal list of required competencies for such a position.
CHARACTER TRAITS AND SOFT SKILLS
1. Listening skills
A good social media partner should be able to listen carefully to the client in order to thoroughly understand their needs and business goals. Thanks to this, they are able to adjust the social media strategy so that it is consistent with the client's vision and expectations, and also effectively responds to the real challenges and needs of their brand.
The ability to listen also involves silence, pauses and breaks. When a client "reflects thoughts" in a conversation, I do not try to immediately come in with my answer, a ready solution. Often, the solution to a given issue comes in a moment of silence (very often unpopular and uncomfortable), when the interlocutors have a moment to process what has just been said.
Enjoy the silence :)
2. Good communication skills
Communication is key not only in contact with the customer, but also in interaction with the brand's audience. Clear, empathetic answers to questions and image management on social media build trust and a professional brand image.
In the context of customer service, this much-talked-about topic of communication is key insofar as we often “split apart” in nomenclature. As a marketer, I have often fallen into the trap of the curse of knowledge, which is the moment when I assume that certain issues or industry words are as clear to someone else as they are to me. This is not always the case.
What does the phrase "running social media" mean in the offer? For us, it can be creating the foundations of communication, creating post schedules, creating content and publishing it. The client can also add, for example, moderation or advertising campaigns.
That is why I recommend contacting the client in detail and using the method that is loved by students writing their theses, paraphrases.
3. Flexibility
The world of social media is changing rapidly, so a social media manager must be prepared to adjust strategy, change schedules, or respond to unexpected events to keep brand communications consistent and current.
4. The courage to admit a mistake
Everyone can make mistakes, but it is crucial to quickly notice them, admit to them and provide a solution. Such an attitude increases trust, both in the eyes of customers and brand recipients, showing that the company operates transparently.
We have never had a client leave us because "we made a mistake" :)
5. Thinking outside the box and being able to say “Stop” and “I disagree” to the customer
Creativity is essential in social media to differentiate a brand, but assertiveness is equally important. A social media partner should have the courage to propose alternative solutions when they see that a given idea may not bring the expected results.
This skill will also come in handy when a client tries to push actions that are inconsistent with the previously adopted strategy. As a social media partner, I must always have a long-term goal in mind and arm myself with patience while waiting for results.
6. Proactivity towards the customer
Customers appreciate initiative. Proposing new ideas, trends, or analyzing results and suggesting improvements show commitment and the desire to achieve the best results, which translates into trust.
7. Willingness to learn (especially if you have clients in different industries)
Each industry has different needs, dynamics and a specific way of communicating. A social media partner must constantly expand their knowledge and be open to learning about the specifics of different sectors in order to adapt their strategy to each of them.
8. Taking care of occupational hygiene
Working in social media is often a sedentary lifestyle, and being online all the time can be a strain. By cultivating healthy habits and a work-life balance, a social media partner not only improves their well-being but also increases the effectiveness of their work.
9. Continuous updating of knowledge in the changing reality of digital marketing
Algorithms, functions and trends change dynamically, which is why a social media partner must constantly train and track changes in tools and methods of operation to ensure that campaigns are effective and up-to-date.
10. Time management and priority management skills
Social media projects often involve many activities at the same time, so good organization is important to deliver all content on time without compromising its quality.
11. Crisis management
Crisis situations can occur in social media that require a quick and professional response. A social media partner who can recognize the problem and propose an action plan is a huge support for the brand.
12. Teamwork skills
Social media managers often work with other departments, such as sales, PR, or the graphic department. The ability to cooperate and communicate clearly within the company supports the coherence of actions and the achievement of common goals.
TECHNICAL SKILLS
1. Social media channel support
A full understanding of the platforms on which a brand operates allows you to better leverage their potential and tailor your content.
2. Graphic skills (basic)
The ability to create simple graphics makes a social media partner more independent and faster in action, which is especially important in dynamic projects.
3. Video Creation and Editing Skills (Basic)
Short films and reels are becoming increasingly popular, and a social media partner who can edit and publish video materials on their own has an advantage in the market.
4. Copywriting
The ability to create concise and engaging content is key. A well-written post can significantly increase engagement and reach.
In this industry we can use AI tools like GPT chat, but let's be careful! Such chats create generative content. I can tell them apart "from a mile away" ;) However, if we want to support ourselves with such solutions, let's treat what GPT chat "throws out" to us as a draft and let's adjust, tweak the content to the client's strategy.
5. Understanding how advertising systems work
Knowledge of platforms such as Meta Ads or Google Ads is essential in the work of a social media partner who manages paid campaigns.
Both of these platforms operate on auction systems, which means that ads compete for exposure based on bid, ad quality, and relevance to the selected target group. Understanding the principles of this mechanism allows the social media manager to optimize the budget – for example, adjust bids depending on the time of day, the level of competition, or the specifics of the target group.
Such knowledge also helps in forecasting and planning campaign costs for subsequent stages and in precisely setting parameters to display ads to users at moments when their interest in the product or service is greatest.
The result of this approach is more effective budget management and better campaign effectiveness that adapts to changing market conditions.
6. Analyzing and drawing conclusions from data
A social media partner should be able to analyze data from reports and statistics and draw conclusions from them. This knowledge is essential to adjust strategy, optimize campaigns and improve the effectiveness of operations.
SUMMARY
This extensive list of traits and skills shows that a good social media partner is much more than just a person who manages accounts – they are a versatile link between the digital world and the client.
These are not only technical skills, but also soft skills that support strategic, long-term cooperation.
Thanks to such a partner, the brand can not only operate effectively in social media, but also systematically develop its presence, taking full advantage of digital marketing opportunities.
His knowledge and support give the company the confidence that the actions taken are consistent with the brand's vision and flexibly adapted to the changing needs of the market.
CONTACT WITH KOMUKONCEPT:
Let's talk about what requires the fastest action in your company
We provide:
- we will only send you an offer once we understand your business
- modular offer
- experience in B2B marketing
- close contact with top managers
- consulting approach
- knowledge of marketing and technology.
Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl