As a Senior Social Media Manager (SSMM) at Curtis Gabriel, my job is to head up the organic social media content for higher level clients in the Corporate and Lifestyle vertical of Curtis Gabriel. The organic social media strategy is used to complement any paid activity and engagement with the industry community.
The SSMM role isn’t just tied to content creation, we also own the social media accounts as a whole, making sure they are an accurate representation of the brand, updating bios, cover photos, monitoring engagement trends and overall trends in the industries.
It’s always best to plan your day the afternoon before, but if I’ve not managed that; the first thing I do is check my content planner to see what clients I’ll be scheduling that day. With the types of clients, I look after, checking in with the Account Strategist (AS) is a vital part of content planning. The AS will provide any client account updates that could affect the organic social delivery or any specific types of content that is required that week (if different from the already agreed strategy).
Dependant on client and platform, I use the Sprout Social Twitter Keyword reporting tool or Ritetag to check the useage of industry specific keywords and brand or niché hashtags and I can incorporate into post copy. This is always a great time to analyse the previous week, check post engagement and reach for top performing posts.
The type of content produced varies depending on the client, their industry and their overall social goals; but this can include: sharing local stories, industry news and blogs, client blogs, client commentary or opinions, industry trends (seasonal), products, services and customer feedback. Awareness days are always a create way to get involved in trending content and tap into hashtags that you know will be engaged with.
Once the week’s content has been finalised, this is then sent to the relevant internal stakeholders, usually the Account Strategist for sign off.
Social Media Managers are often involved in wider content ideation, sitting in client calls or internal content calls. Our Head of Content has implemented regular meetings where we, as an account team, create content calendars, using the social strategy; meaning each month there is a number of pre-agreed posts relating. This is often sent to the client as a forecast and is treated as a live document that is adapted when needed.
Account TLCs are addressed once content plans have been signed off and any amendments are made. This involves auditing each client social media account, making sure the correct information is present in bios, contact details etc. Social banners are updated regularly, often seasonally to reflect any offers and pinned posts (posts at the very top of feeds) are correct and updated monthly. Small tweaks can neaten up accounts and ensure that our clients look professional and their social channels are set up for success.
All of this, is of course, fuelled by coffee and plenty of it. This role has been recently revised and centres solely around organic social content ideation and creation, in times gone by my role has included client comms, reporting, strategy and paid advertising. But as the CG portfolio of clients has grown, so has the team and the specific expertise each person brings.
This post can also be found here on the Curtis Gabriel website.
Until next time,
Hannah xo
Hannah Lymn: Social Media Specialist 