Magazines, television, billboards, or even radio are no longer the channels that most influence the image that customers have of a companyToday, this role is primarily played by the social mediaFacebook, Instagram, X (formerly Twitter), LinkedIn, TikTok, YouTube, and many others. No company, personal brand, or public administration can afford to be left out of this vast ecosystem. digital marketing and communicationBut simply "being there" is not enough; it is essential knowing who should be in charge of social media and with what skills.
Behind every corporate profile there should be a with well-defined roles (Social Media Manager, Community Manager, content creators, SEO/SEM specialists, web analysts, etc.) aligned with the strategy, brand values, and community expectations. Below you will find a very detailed guide to defining What type of professional do you need?What skills should he/she possess and how to fit him/her into the structure of your company, whether private or public administration.
Who should be in charge of a company's social media?
The first step is to answer the key question: What professional profile should manage social media? There is no single answer; it depends on the size of the organization, its resources, and its objectives.
In a small business or entrepreneurshipIt is common for a single person to assume several roles: strategy design, content creation, daily community management, and results analysis. In medium-sized or large companies, and especially in public administrationsIt is advisable to differentiate roles:
- Social Media Manager: Designs the overall social media strategy, defines objectives, KPIs, communication tone, campaigns and budgets.
- .: executes that strategy on a daily basis, publishes content, responds to users, manages conversations, and helps in reputation crises.
- Social Media Manager / Social Media SpecialistIn many organizations, it combines strategic and operational tasks, especially when the team is small.
In the public sector, these profiles do not always exist in official organizational charts yet, but many institutions are moving towards creating them. specific positions for social media managers, with selection processes that value studies in communication, journalism, digital marketing and demonstrable experience in online community management.
Emotional intelligence and empathy with the community
Whatever the job title (Community Manager, social media manager, or community leader), there is one essential cross-cutting skill: emotional intelligenceThe person who gives voice to the brand must be able to:
- Read the emotional context of the messages he receives: complaints, suggestions, praise, criticism, or even attacks.
- Putting yourself in the user's shoes when a problem arises, avoiding defensive or automatic responses.
- Transforming a negative comment in an opportunity for improvement, offering alternatives and concrete solutions.
Instead of deleting or ignoring an uncomfortable comment, a good network manager will know actively listenescalate the issue to the relevant departments (customer service, legal, management) and respond honestly, empathetically, and in accordance with the company's values. This ability is vital for Protect your online reputation and build lasting relationships with the community.
Excellent spelling, writing, and communication
On social media, the spelling or grammar mistakes They are amplified immediately and can damage a brand's image in seconds. This is especially true for companies and celebrities, where mistakes are unforgivable. Therefore, the team managing your profiles must be proficient in:
- La spelling and grammar rules in the language in which the brand communicates.
- Different language registers (more formal or more informal) depending on the social network and the type of audience.
- Techniques of copywriting, storytelling and transmedia narrative to create clear, persuasive, and consistent messages across all channels.
A professional Community Manager doesn't just write well: they understand how to adapt the message to each format (short text for social media, threads, blog articles, video scripts) and how to integrate key elements of SEO on page e inbound marketing to increase visibility and conversions.
Pay attention to trends and the constant evolution of social networks
Social media is changing rapidly: new formats, algorithms, emerging platforms, automation tools, and even shifts in user behavior. A company that wants to stay top of mind with its customers needs someone who:
- Monitor trends in their sector, both in terms of themes and formats (reels, stories, live streams, threads, etc.).
- Experiment with new platforms when it makes sense (for example, TikTok, Twitch, Discord, or private communities).
- Adapt these trends to the reality and values ​​of the brandavoiding trends that do not add value.
In addition, the professional in charge must know and use specialized tools (such as Hootsuite, Buffer, Sprout Social and analytics or social listening suites) that facilitate content scheduling, monitoring of mentions and analysis of key metrics, without relying solely on intuition.
Values ​​consistent with the company and strategic role
You can't ask a liar to create an honest advertising campaign: whoever manages the social media must share and represent the organization's principles. Furthermore, they must:
- To identify with the company values (transparency, approachability, rigor, innovation, etc.).
- Act with responsibility, sincerity, and ethical awarenessespecially in sensitive sectors such as health, finance or public administration.
- Understand the purpose and business strategy so that actions on social networks truly contribute to the objectives (sales, lead generation, citizen service, transparency, etc.).
This makes the Social Media Manager and the Community Manager increasingly important figures strategic within the organizationIn many companies they already participate in marketing or management committees, and in public administrations they become a key link to measure citizen satisfaction, speed of service and the perception of transparency.
Profiles and complementary functions related to social networks
Beyond the Community Manager, if the company truly wants to professionalize its digital presence, it's worth knowing about other roles. specialized roles that can be involved in the management of online networks and channels:
- Social Media Manager: defines the social media plan, objectives, budget, platform selection and coordinates the team's work.
- Content Creator / Content Manager: creates original content (text, image, video, infographics) aligned with the strategy and optimized for each network.
- Digital Marketing Manager: integrates social networks with the rest of the digital marketing industry (SEO, SEM, email marketing, inbound, automation, CRM).
- SEO and SEM Specialist: deals with search engine optimization and paid campaigns (ads on Google, social media and other platforms).
- Web Analyst: implements and monitors measurement tools, analyzes data and delivers reports to improve strategy.
- Social Media Legal: ensures compliance with regulations (data protection, image rights, use of third-party content) in all actions on networks.
In small companies, several of these functions can be concentrated in one or two people; in large organizations, the ideal is to have multidisciplinary teamscoordinated and with clear processes.
This entire set of profiles, skills, and tools makes social media management a work for expertsChoosing the right person to represent your brand in the digital environment will make the difference between having decorative profiles and building a solid community, generating trust, and achieving real results for your business or institution.