![]() “So many of the skills that make it possible to flourish at work (focus, self-belief, staying calm under pressure, knowing when to ask for help) will be intrinsically linked with your own mental wellbeing and your personal and emotional background. “Your career is ultimately a decades-long relationship with yourself, and you have to battle your demons over and over again along the way,” she says. Susie Hogarth, Senior Cultural Insights Director at We Are Social, recommends taking a long view and enlisting a therapist if that’s what helps you. Take a moment to breathe for a couple minutes to refresh your mind.” “If it's difficult to set boundaries, walk away from your phone. “My recommendation is, if you can, set boundaries by sharing when you are and aren't available to post and manage your communities,” says Oren. Remember that keeping yourself happy and mentally healthy will be key to building a meaningful and productive career for yourself. It’s easy for social media management to become an ‘always-on’ role, but it’s not impossible to set boundaries. Pairing insights with intuition and a great idea is a winning formula for any successful social campaign.” Take time and space for yourself Knowing what your data really means and how to use it is really important - use benchmarks, industry averages and give your strategy enough time to test in order to gain valuable learnings. “Want to go viral? You need to know what works to give you the best chance. ![]() “Driving strong results is a priority to any successful social media manager,” Pozzi of the Digital Fairy says. Get yourself into the habit of checking reports on a weekly or monthly basis to track how your social media posts are doing.” “It’s an essential part of the job that helps you make more informed and insight-led decisions. “Don’t let the data and reporting side of social media put you off,” she says. This doesn’t need to be complicated, says Gokpinar, plus it can help you make sure your content is going the distance for the brand. You'll need to understand data and insights to see how your work is performing so you can adjust your posting in line with what works. You won't get the results you want.” Experiment with every new feature “If you’re trying to reach decision makers in the advertising world, it might be super fun to come up with an idea for a campaign on whatever the most popular social media app is, but if your audience isn’t there in a work capacity, there’s no point. “With all the platforms and new innovations coming out all the time, it’s easy to forget that the people you’re trying to reach might not be on the hot new app,” she points out. Lyndsay McGregor, Content and Social Marketing Manager, EMEA at Pinterest, agrees that a deep understanding helps your work go further. It’ll help you get comfortable with experimenting as well as honing your brand voice.” “Then you can work out what your audience wants to see and where they want to see it. “This sounds obvious but you have to have an understanding of social media, how it works, and how different platforms differentiate from one another,” she explains. A good social media manager, explains Gokpinar of D&AD, understands the ecosystem of social media. You can picture social media management a bit like diving into a lake: you should be able to swim first of all, but it also helps to know what exactly you’re getting into. “Whilst it’s important to make sure you diversify your experience throughout your career, give yourself time to craft your skills instead of trying to do it all.” Understand the assignment Rebecca Pozzi is Social and Content Manager at creative agency The Digital Fairy, and she says that there’s room to do both. That said, that doesn’t mean you can’t spend time going deep on one particular skill or area. Before becoming a social media manager, I worked as a marketing and content manager at other brands.” You can be a marketer, copywriter, strategist, designer, or analyst all in one day, so be prepared for the variety, and if you can, try to get some marketing or marketing-adjacent experience. “Working in social media requires so many different hats. Oz Gokpinar, Social Media Manager here at D&AD, agrees that preparation is key to skill-hopping. “Because you will be tapping into all those areas to do the job, and the more you can do yourself, the better.” “It’s likely you already have one or two strong skills, but get a little bit good at everything: writing, photography, design, production etc,” she says. Fiona Cook is Social Media Manager for jewellery brand Orelia and she recommends being ready to give anything a go. Instead it’s a career best suited to people with a range of different skills and with the ability to switch from one to the other with ease. Breaking into social media management isn’t reliant on one particular skill.
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