Social Media Manager of Media & Entertainment Persona

Role of The Social Media Manager

Job Title(s): Social Media Manager, Digital Content Manager, Community Manager
Department: Marketing
Reporting Structure: Reports to the Marketing Director or Head of Digital Marketing
Responsibilities:

• Developing and executing social media strategies to enhance brand visibility and engagement.
• Creating, curating, and managing published content across social platforms (e.g., Facebook, Twitter, Instagram, TikTok).
• Monitoring social media trends, audience preferences, and competitor activities to inform content creation.
• Engaging with followers, responding to comments, and managing online community interactions.
• Analyzing social media metrics and performance data to optimize campaigns and content strategies.
• Collaborating with cross-functional teams, including PR, design, and production, to align messaging and branding.
  Key Performance Indicators:
• Growth in followers and engagement rates (likes, shares, comments).
• Reach and impressions of social media posts.
• Conversion rates from social media campaigns to website traffic or other desired actions.
• Audience sentiment and brand perception metrics.
• Return on investment (ROI) for paid social media advertising campaigns.

Additional Persona Notes: Manages a brand’s presence and interactions across social platforms. Requires scheduling tools, analytics platforms, and creative asset libraries.

Goals of A Social Media Manager

Primary Goals:

• Increase brand awareness and visibility across social media platforms.
• Enhance audience engagement through compelling content and interactive campaigns.
• Drive traffic to the brand’s website or streaming platform.

Secondary Goals:

• Build and nurture a loyal online community of fans and followers.
• Collaborate with influencers and creators to expand reach.
• Monitor and respond to audience feedback to improve content strategy.

Success Metrics:

• 25% increase in social media followers across all platforms.
• 30% increase in engagement rate (likes, shares, comments) on posts.
• 15% increase in website traffic from social media referrals.
• 10% growth in audience sentiment based on feedback and surveys.
• 5 successful influencer collaborations resulting in measurable reach.

Primary Challenges:

• Keeping up with rapidly changing social media trends and algorithms.
• Creating engaging content that resonates with diverse audience segments.
• Managing multiple social media accounts and platforms efficiently.

Secondary Challenges:

• Coordinating with cross-functional teams such as marketing, PR, and content creation.
• Measuring the effectiveness of social media campaigns and ROI.
• Staying compliant with copyright and licensing regulations for content.

Pain Points:

• Balancing the need for creative content with tight deadlines and limited resources.
• Dealing with negative feedback or public relations crises on social media.
• Ensuring consistent brand voice and messaging across different platforms.

Primary Motivations:

• Building a strong brand presence and identity across social media platforms.
• Engaging and growing a loyal audience through creative content.
• Driving traffic and conversions to support business objectives.

Secondary Motivations:

• Staying ahead of industry trends and innovations in social media.
• Enhancing collaboration with cross-functional teams such as marketing, PR, and content creation.
• Measuring and demonstrating the ROI of social media efforts.

Drivers:

• Passion for storytelling and connecting with audiences.
• Desire to leverage data analytics for informed decision-making.
• Commitment to fostering community engagement and brand loyalty.

Primary Objections:

• Budget constraints for social media tools and campaigns.
• Concerns about the effectiveness of paid advertising versus organic reach.
• Difficulty in measuring ROI from social media efforts.

Secondary Objections:

• Overwhelmed by the rapid pace of platform changes and algorithm updates.
• Need for more training on emerging social media trends and tools.
• Uncertainty about audience engagement and content performance.

Concerns:

• Maintaining brand consistency across multiple platforms.
• Managing negative feedback and online reputation effectively.
• Staying ahead of competitors in a crowded digital landscape.

Preferred Communication Channels:

• Email for official communications and campaign updates.
• Social media platforms (e.g., Twitter, Instagram, LinkedIn) for real-time engagement and networking.
• Messaging apps (e.g., Slack, WhatsApp) for quick team collaboration.
• Video conferencing tools (e.g., Zoom, Microsoft Teams) for remote meetings and presentations.

Information Sources:

• Media and entertainment industry news websites and blogs.
• Social media marketing forums and communities.
• Webinars and online courses focused on social media strategies.
• Industry reports and case studies on social media trends.

Influencers:

• Social media strategists and thought leaders in the entertainment space.
• Popular content creators and influencers across various platforms.
• Marketing professionals from leading media companies.
• Industry analysts who provide insights on social media trends.

Key Messages:

• Amplify brand storytelling through engaging content.
• Foster community engagement and interaction.
• Leverage analytics to drive strategic content decisions.
• Stay ahead of trends to keep the audience informed and entertained.

Tone:

• Energetic and dynamic.
• Approachable and relatable.
• Creative and innovative.

Style:

• Visually appealing and vibrant.
• Conversational and personable.
• Consistent and on-brand.

Online Sources:

• Social Media Examiner
• HubSpot Blog
• Buffer Blog
• Sprout Social Insights
• Adweek

Offline Sources:

• Industry conferences (e.g., Social Media Week, Content Marketing World)
• Networking events with other media professionals
• Workshops on social media strategies
• Trade publications (e.g., Variety, The Hollywood Reporter)

Industry Sources:

• Social Media Marketing Association
• Entertainment Industry Professionals Network
• Media and Entertainment Research Organizations
• Leading media companies’ social media teams