Just a few years ago, the job title "social media manager" didn't exist. Fast forward to today, and almost every company has someone on staff who is responsible for social media. At smaller companies, the person who manages it might be the same person who handles public relations or marketing. At bigger companies, there is usually a dedicated employee who could command a salary of $50K or more.
So, what exactly does a social media manager do? Most people tend to think that social media management means simply answering customer questions on Facebook and Twitter. And while that kind of engagement is a large piece of the puzzle, the job actually goes far beyond answering questions and garnering follows, likes, comments, and shares.
In my experience running ShortStack.com, I've come to realize that social media efforts should be managed by someone who knows how to expertly track, measure, and improve social media efforts — not by someone who merely knows how to use Facebook and Twitter.
Whether you're looking to get hired or you're currently recruiting for the position, here are five skills every social media manager should have — plus a few tools that will make the job much easier.