6 things social media marketers know


No-one knows what you do

  1. Most people have no idea what you do. ‘Oh so you do the Tweets and shit?’ is something I get almost every time I tell someone my job. Yeah, I do write Tweets and shit, but that is the most basic part of my job. A lot of my time is spent on creating a strategy, building relationships with influencers, curating and creating content in the form of video, imagery and blogs, graphic design and customer service. I also run adverts, reports and plan and execute creative campaigns and manage budgets. In my industry (travel) a lot of time is required training teams around the business, a strong link between product and marketing, and sales and marketing is key to being successful on social media.

You speak to customers every day

  1.  Service is key. As social media marketer, you spend a lot of your time communicating directly with clients, something very few others in the marketing team do. You regularly engage with clients who LOVE your brand, but you are also the person who has to diffuse situations where clients are very unhappy. A great thing about this is that you have access to insights about your customer that others don’t, you can see what they like to engage with and create content in line with this.

    People ask questions on social media because they want an immediate or at least quick response. You have to be able to respond as soon as possible, so you have to use your initiative. If the customer asks you something really in-depth about your product or service and you don’t know the answer, you need to be resourceful and ask the right people.

You overlap with PR

  1. Although social media is predominantly a (very powerful) marketing tool, it overlaps with PR a lot. A big part of being successful is building relationships with people. Your content will be reaching both potential customers and the press, and by sharing your company blogs and expertise on social media, you are opening up organic promotional opportunities. You must be able to network and build relationships with people within the industry. It is you who sits behind the company logo on Twitter, so it is you who needs to build the rapport.

    You need to keep up to date with big news and trends, both so that you can jump on them for brand exposure, but also so that you can avoid talking about topics which could cause negative engagement or show brand insensitivity. In travel, we need to be very aware of natural disasters etc. in destinations so that we can avoid promoting them when needed.

You understand your brand

  1. You must understand your brand. The intricacies of a brand can be one of the hardest things to get your head around in a new company. I find that treating the ‘brand’ as if it were an individual is a good place to start. When planning a campaign or advert ask yourself ‘would my key demographic understand this and want to be associated with it?’In social media, you will be finding out what the business focuses are and planning monthly or quarterly themes of content in line with this.

    On social media, images and video are the most powerful things, you need to make sure all your imagery and video content is ‘on brand’ and flows with your company’s website, emails, brochures, magazines etc. In many cases, you are the person telling people what imagery to create, because you are the person who is using it the most. If it stands out and is too different, it is not doing its job.

This is anything but a linear role

  1. You must be versatile. Many marketing departments outsource their campaigns to creative agencies. In social media, you have the power to create smaller scale (and large) campaigns in-house. This can be by gathering user-generated content to show how much your customers love your product/service or running a competition to gain sign-ups to your newsletter/magazine. The sphere of social media really is as big or as small as you want to make it.

Your audience doesn’t change

  1. The biggest myth is that your market is somehow different on social media: it isn’t. Your demographic and potential customer base doesn’t change, the things that do are the way you engage with them, and the way they use the platform. A customer reading a magazine will give your article more time because they have chosen to sit and read it, your beautiful Instagram post has popped up while they’re quickly scrolling on the train needs to grab their attention a lot faster.

Setbacks are freeing


Setbacks are freeing. They make you see more critically and analyse.

The start of a New Year brings with it a sense of inspiration, a need for growth and a craving for goals. If your year has started with a new project or a new challenge, it can be a great time to throw yourself into it, conversely, if it has started with a setback of some descript, it can make you feel a little lost and in need of direction.

A mantra I live by is ‘everything happens for a reason’. My close friends are probably sick of me saying it, especially when they are going through something tough, but I truly believe in it. When something goes wrong (or right), there is always a reason, it can take a long time to realise what that was, but it all makes sense eventually.

There have been times in my life when I have needed clarity or direction which cause a period of feeling lost, but they are always, always followed by an Epiphone or an experience where I grow substantially.

Nothing good ever comes from feeling comfortable, and occasionally it takes something negative to happen to make you realise your growth was on pause. I think in order to grow and be successful as an individual you need to live in a state of certain discomfort, you need to be constantly challenged in some way. That doesn’t need to be extreme; it can be as small as giving a presentation on something you are passionate about, giving 100% at work, or starting a big project. If you are in a situation where you don’t feel challenged, you aren’t going to grow. I am not just talking professionally either, there are many ways you can challenge yourself and grow as an individual, from travelling to meditation or surrounding yourself with people who make you the best you, and don’t want to see you settle for average.

Sometimes things don’t work out, you don’t meet your goal or you fail. But failure isn’t a bad thing, failure will make you ask yourself ‘was that right for me anyway?’ We are often told to never give up and to reach our goals, but sometimes we are so focussed on reaching our goals, that we don’t question whether they are actually worthwhile.

I am a very spiritual person, and I believe that if you are in a period of feeling lost, then look for the signs, during these times opportunities for growth are everywhere, they might just take some searching for. In 2016 I achieved everything on my goals list (and then some), but this year my goals are already scrapped because I have realised, they weren’t the right ones. I am now free to choose my inspiration and focus for the next few months, or years, and that is very liberating.

Rouge x