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It's becoming an “expectation" for the SMM role, she explained. 5. Crisis communications. An insensitive or ill-timed social media post can turn into a PR nightmare. A great social media manager will be able to avoid most missteps, but if and when they do happen, they’ll be able to deal with the fallout. They should quickly step up, prioritize customer service and collaborate with internal stakeholders to nail down messaging. is a perfect example of what this shouldn’t look like. When a customer found shrimp tails in his Cinnamon Toast Crunch cereal, Twitter exploded with memes, jokes and concern.
Instead of acknowledging the mistake, which could have deescalated the issue, the latestdatabase.com General Mills social media team denied the error could have happened. The person who originally found the shrimp felt like the “they wanted to gaslight me,” he told The New York Times (which covered the story!) Eventually, Cinnamon Toast Crunch acknowledged that they were investigating the issue. But the story might have been lower-profile with appropriate crisis communications. “Having a pre-established issues management plan that places honesty and transparency at the center is crucial,” Kate Bray wrote in an Adweek piece of the kerfuffle. A social media manager who knows how to build out such a plan with internal stakeholders definitely comes in handy.
Even if you don’t sell cereal. Orshrimp. Final thoughts It’s true that anyone — including an intern — can post to social media, but a brand social media manager does much more than that. A great one can “take [a social media] program to the next level,” Hartmann said, by building community, collaborating with internal stakeholders — especially in paid social and PR — and making strategic plans. However, they also need to know when to abandon those plans when the social media winds change, as they so often do. Ultimately, a great social media manager is more likely to be an experienced pro and a future CMO than a random, junior employee.
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發表於 2024-2-19 17:17:11