The term ‘social media consultant’ can mean different things to different people because there is a whole range of skills and talents on offer.
The cheat sheet provides a summary of the key skills a well-rounded social media consultant should possess. It also explains why each is needed and they are all used.
|Writing||A foundational skill required to convey ideas, persuade and build influence.||Articles, website content, social media updates, email campaigns.|
|Design||Images are key in creating engaging content. Infographics are liked 3x more than any other content formats.||Graphics, photos, infographics, icons, photo quotes, diagrams.|
|Video Production||Social networks are increasingly optimised for video content. Facebook users spend 3x more time watching live video than traditional video.||Live streaming, text animations, video slideshows, video storytelling.|
|Podcast Production||Google Home and Amazon Alexa are driving the on-demand audio content trend. 67 million Americans listen to podcasts monthly.||Recording interviews, screen casting, editing and optimizing audio content, setting up and managing distribution.|
|Curation||Underpins thought leadership, relationships and partnering and creates audience value.||Surface content sources, compile lists, links, aggregate and package content, publish and distribute content.|
|Coding||Underpins thought leadership, relationships and partnering and creates audience value.||Surface content sources, compile lists, links, aggregate and package content, publish and distribute content.|
|Traditional Research||Provides insight to inform strategy and creative.||Conduct stakeholder/key informant interviews and focus groups, interpret survey and poll data, document reviews.|
|Online research||Provides insight to inform strategy and creative and tactical adjustment on the fly.||Interpret social media data and web analytics, identify thought leadership content, identify influencers, search engine research.|
|Analysis||Turns data into actionable insight.||Create audience personas, conduct SWOT & PEST analysis, formulate evaluation frameworks, prescribe corrective adjustments.|
|Analytics||The tools that support analysis||Google analytics, QuickSprout, KissMetrics, Brandwatch, Moz, Cision, Trackur, Sysomos, Simply Measured, more.|
|Planning & Project Management||Efficient execution and effective campaigns.||Project plans, timelines, resources and budgets, activity reports, program evaluation. Basecamp, Asana, Slack, Trello, G-Suite.|
|Search Engine Optimization||Organic search is the main driver of web traffic and building domain authority will push your site to Google Page One.||Link building, thought leadership, alliance building. SEMRush, Moz.com, SearchMetrics, AWR Cloud.|
|Digital Advertising||Quickly gain visibility and build an audience.||Facebook, Twitter, LinkedIn, Google Ads, native ads, Outbrain and more.|
|Automation||Useful in real time media monitoring and media analysis. Planning and tracking activity, building media lists, maintain consistent content, develop audience insights, schedule efficiency||Prezly, coveragebook.com, Brand24, Muck Rack, Agility PR, GroupHigh, Cision, Hootsuite, Buffer, CoSchedule, BuzzSumo, SproutSocial, more.|
|Relationship management||Positive relationships underpin everything we do. They take time to build and nurture.||Social sharing, Live and real-time updates, customer support, reputation and issues management, partnerships.|
|Media/Influencer Relations||Earning coverage is essential to marketing and communications success.||Traditional media pitching, social media influencer recruitment, partnering, more.|
|Social Media||Essential channels to reach target audiences. Features and functions are constantly being updated and expanded.||Facebook, Twitter, Instagram, LinkedIn, SnapChat, Pinterest and more.|
If you see a need for any of these skills on your marketing or communications teams, consider adding a social media consultant to fill the gap.
Contact me to find out more.
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