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The power of "like" and the influence of the social media manager



We live in an age where digital dominates, where 'like' has become a social currency and where every click has the power to influence decisions, behaviors and perceptions. In the ever-evolving landscape of marketing, digital marketing has emerged, not just as a complement, but often as the center of marketing strategies. This digital domain is catalyzed in large part by the ubiquity and power of social networks, and with this the role of the social media manager has gained prominence.


In the current context, the average time people spend online has been increasing exponentially. Recent studies show that the average citizen spends, on average, about 6 to 8 hours a day surfing the internet, with a large portion of this time dedicated to social networks. This growing dependence on and affinity with social platforms are not mere coincidences; They are a reflection of a human need for connection, expression, and information.


With the saturation of the market, we have witnessed the emergence of new social networks at a dizzying pace. Some manage to establish themselves, while others fade into oblivion. However, this constant innovation and evolution demonstrate the inexhaustible thirst for reinvention and novelty in the digital space.


We have more and more platforms, some more recognized by video, others by image, others by text and even by voice. Each of these offers a unique experience and caters to different needs and audiences:

Platforms like YouTube and TikTok dominate the video landscape. These platforms allow users to share and consume content in video format, from tutorials to vlogs and viral challenges.


Video based Social Networks:

YouTube: Some of the most influential personalities include PewDiePie, T-Series and MrBeast. These channels cover everything from entertainment, music to philanthropic challenges.

TikTok: Charli D'Amelio, Addison Rae, and Bella Poarch are examples of creators who have quickly gained fame on the platform, thanks to their viral dances, lip syncing, and creative content.


Image based Social Networks:

Instagram and Pinterest are two of the top image-based platforms, although Instagram has a very large video dimension. These networks provide a space for users to share photos, infographics and other visual content that tell stories and capture moments.

Instagram: Personalities like Kylie Jenner, Cristiano Ronaldo and Selena Gomez dominate the platform, with millions of followers and massive engagement in their posts.

Pinterest: While Pinterest is less focused on individual personalities, there are influencers in the areas of DIY, décor, fashion, and cooking who have a large presence on the platform.


Text based social networks:

While X (formerly Twitter) is often the most recognized as the leading text-based platform, others like Reddit also offer spaces dedicated to sharing opinions, news and discussions through written words and has a huge, very strong and loyal user group.

X (formerly Twitter): Elon Musk's account is one of the most influential that frequently shares business thoughts and updates, and entertainment personalities like Lady Gaga and Taylor Swift.

Reddit: Reddit is less about individuals and more about communities. However, some AMAs (Ask Me Anything) with celebrities and notable figures, such as Bill Gates or Barack Obama, have gained great prominence.


Voice social networks:

A recent trend in this universe is the emergence of voice-based platforms such as Clubhouse. These networks provide audio discussions and debates, approaching an interactive radio experience.

Clubhouse: Although it is a more recent platform, several well-known personalities have joined Clubhouse for debates and discussions. Elon Musk, Oprah Winfrey and Mark Zuckerberg are some of the names that have already appeared on the platform for live sessions.


These social networks, in all their diversity and richness, have revolutionized the way the world communicates, and due to their particularities have given an increasing relevance to the role of the social media manager within an organization. We are no longer limited to face-to-face conversations or phone calls. Now, a Tweet can spark a global movement, a video on TikTok can go viral in hours, and an image on Instagram can set trends. The way people spend their time has also changed; The hours previously spent in front of the television or reading a newspaper are now often replaced by swipes, clicks and scrolls on mobile devices, and it is the social media manager who has to understand his target audience, what their interests and motivations are and understand how the profiles he manages can be introduced into the daily lives of these people.


The digital age, driven largely by social media, has brought a complete redefinition of the marketing landscape. For brands and individuals, understanding and navigating this ever-changing territory is more crucial than ever. And here, at the center of this ever-evolving world, we find the social media manager, a key piece to decipher and master the complex puzzle of social media marketing.


The Digital Bridge: The Social Media Manager


The reality is that the distance between brands and consumers has narrowed dramatically. This reduction, catalyzed by social media, has profoundly transformed the way companies communicate and interact with their audience. At the epicenter of this revolution is a key figure: the social media manager.


Defining Role in the Digital World

The social media manager is, in essence, the embodiment of the brand in the digital space. He's not just a spokesman; He is a strategist, a communicator, an active listener, and often a crisis solver. In an environment where the conversation never ceases and the expectations of the public are always evolving, this professional is in charge of maintaining the relevance and authenticity of the brand, thus becoming the vital bridge between the corporate vision and the multifaceted voices of the online community.


The dynamic nature of the digital landscape requires the social network manager to be versatile and adaptable. The online world is not static. New platforms emerge, algorithms change, and trends come and go in the blink of an eye. In the midst of this constant mutation, the social media manager must be proactive and prepared to navigate and sometimes anticipate these changes.


Before delving into the specifics of daily tasks, it is essential to understand the broader context in which the social media manager operates. He is tasked with translating the brand's mission, vision and values to the digital world, ensuring that every interaction and posting is aligned with the corporate identity. This translation is not only textual or visual, but also emotional. Through tone, style and content, they shape the audience's perception and relationship with the brand.


In addition to the representation of the brand, this professional is also the active ear in the digital field. By monitoring comments, feedback, and trends, it reaps valuable insights that can inform strategic decisions, from product development to marketing campaigns.

Although the social media manager plays a strategic role, he or she is also deeply involved in the day-to-day execution. Content creation, interaction with followers, monitoring metrics and crisis response are just a few of the many hats this professional wears.


1. Content Creation:

The core of any social media strategy is content. Whether it's a compelling image on Instagram, a catchy tweet, or an engaging video on YouTube, creating quality content is paramount. The manager must have a clinical eye for design, a sense of storytelling, and a deep understanding of what resonates with the target audience. This task also involves collaborating with designers, copywriters, and sometimes influencers to create content that not only represents the brand, but also engages and informs the audience.


2. Monitoring and Analysis:

In a data-driven world, the social media manager can't afford to ignore metrics. From engagement rates and follower growth to deeper analytics like return on investment (ROI), it's essential to monitor performance. This analysis allows you to adjust strategies, identify opportunities and recognize areas for improvement.


3. Audience Engagement:

Social networks are, by nature, interactive platforms. It's not enough to just post and wait. Interacting with followers, responding to comments, participating in discussions, and even managing complaints are crucial tasks. This constant interaction helps humanize the brand, build trust and reinforce loyalty.


4. Crisis Management:

Not all days are sunny days in the world of social media. A negative comment can go viral, and an ill-conceived post can generate controversy. The social media manager must be prepared to deal with crisis situations, developing appropriate responses, managing perceptions and, when necessary, making retractions or corrections.


5. Strategic Planning:

In addition to the daily tasks, this professional must look to the future. This entails creating and adapting editorial calendars, identifying campaign opportunities and being aware of emerging trends. Strategic planning ensures that the brand remains relevant and proactive, rather than just reactive.


6. Training and Constant Update:

The digital landscape is constantly changing. New platforms emerge, algorithms are updated, and new trends emerge almost daily. The social media manager must be committed to continuous learning.


In a world where every click, every "like" and every share carries with it a substantial weight in building a brand's image, the figure of the social media manager takes on an increasing importance. The speed with which social networks evolve and the volatility of the online environment make this role not only relevant, but essential for any company that aspires to have a solid and authentic digital presence.


To say we live in the digital age would be an understatement. In fact, for many, digital has become synonymous with existence. Within this universe, social networks act as the veins that connect individuals, ideas and, most crucially for companies, brands to their audience. This environment, while rich in opportunity, is also a minefield of challenges, constant change, and sometimes unexpected crises.


Herein lies the need to work with a social media manager: someone who not only understands the language of digital, but who lives and breathes it daily. Someone whose passion and profession converge at the intersection of creative content and meticulous analysis. And someone whose dedication to the brand is as intense as to the platform itself.


There is, however, a common misconception that anyone familiar with social media can take on this role. After all, in the age of digital influencers and digital natives, it's not hard to find individuals who know how to create an Instagram post or send a tweet. But effective social media management goes far beyond superficial knowledge. It requires a deep understanding of the nuances of each platform, the metrics that really matter, and most importantly, the narrative and voice of the brand it represents.


In this context, having an experienced professional is an invaluable asset. While someone inside the company may know the culture and essence of the brand well, an experienced social media manager brings with them a broader perspective. He or she is constantly immersed in the world of digital marketing, observing trends, adapting to algorithms and, above all, learning from every interaction and campaign.


And yes, while it is crucial that the manager deeply knows the mission, values and tone of the company, the reality is that an experienced professional will already be equipped with the skills to do just that. He has the ability to immerse himself in a company's culture, absorbing its essence and then translate it into the digital space in an authentic and engaging way.


What's more, the advantage of having a manager who works with multiple accounts is invaluable. Not only does he bring a wealth of experience and a diverse perspective, but he also has a constant pulse on the changes in the digital world. After all, for them, being up to date is not only an advantage, but a need for professional survival.


If social networks are, in fact, the bridge between brands and their audience, then the social media manager is arguably the architect, builder and guardian of that bridge. An immense responsibility, yes, but in the right hands, also an unparalleled opportunity.

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