Social Media Marketing Manager

Social Media Manager (Client-Facing)Role Summary Own strategy → content → publishing → growth → reporting across social channels, while being the single point of contact (SPOC) for clients. You’ll translate business goals into platform-wise plans, coordinate creatives and performance teams, and drive measurable outcomes (reach, engagement, leads/sales). Key Responsibilities1) Strategy & PlanningBuild 90-day social strategy per brand (objectives, audiences, channel mix, content pillars, posting cadence, KPIs). Create monthly content calendars with hooks, CTAs, asset specs, and targeting notes. Align organic + paid + influencer + WhatsApp/CRM into one funnel. 2) Content LeadershipWrite briefs for design/video teams: key message, references, formats (Reels, carousels, statics, stories, YT Shorts), aspect ratios, on-screen copy, VO lines. Ensure brand voice, language mix (e.g., 60% Hindi/40% English or as defined), and cultural calendar (festivals, regional days). UGC and influencer coordination: shortlists, outreach, negotiation, briefs, tracking deliverables and usage rights. 3) Publishing & CommunityOwn scheduling via Meta Business Suite, Creator Studio, YouTube Studio, LinkedIn, etc. Comment/DM handling: set response SLAs; escalate leads/complaints to client within agreed TAT. Build WhatsApp broadcast/flows (if applicable) with WATI/WhatsApp Business. 4) Paid Social (with Performance Team)Translate objectives into campaigns: audiences, placements, budgets, creative variants, A/B tests. Review daily pacing, CPR/CPA/ROAS, and suggest creative/targeting iterations. 5) Analytics & ReportingDefine KPI tree (Reach, ER, Saves/Shares, CTR, Leads, CAC/CPA, ROAS/MER). Weekly pulse + monthly deep-dive reports with insights, learnings, next steps. 6) Client CoordinationRun weekly standups; maintain action trackers, approval logs, risk registers. Gather product inputs, offers, testimonials; align on launches/events. Manage approvals and version control; set clear cut-off times to meet go-live. 7) Project & Vendor ManagementOwn timelines in Asana/Trello/Notion; drive cross-team delivery (design, copy, video, media). Manage creator shoots (micro-briefs, shot lists, consent, delivery). Requirements3–6 years in social media or digital marketing (agency experience preferred). Proven success with Instagram Reels/Shorts growth and performance-linked goals. Strong copy and brief-writing skills; comfort with Hindi/English (plus regional languages a bonus). Working knowledge of Meta Ads, Google UTM/GA4, Excel/Sheets, and basic Canva/Figma. Excellent client communication, prioritization, and crisis handling. Tools You’ll Use Meta Business Suite, Ads Manager, Google Sheets/Docs/Slides, GA4, Looker Studio, Trello/Asana/Notion, WATI/WhatsApp Business, Frame.io/Drive, Figma/Canva, Slack/Teams, Brand24/Crowdtangle (or similar). KPIs (Role-Level)Organic ER (by format), Profile growth rate, Saves/Shares per post Leads/CPL or CPA (where applicable), ROAS support for paid SLA adherence: publishing, responses, reports Client CSAT (quarterly) and retention/upsell contribution Detailed Plan of ActionA) 30-60-90 Day PlanDays 1–30: Onboarding & FoundationsIntake: brand deck, target audience, offers, competitors, past data, access to assets and ad accounts. Audit: last 6 months content/performance; benchmark competitors; identify quick wins. Strategy: define content pillars (e.g., Education, Proof, Product, Community, Culture/Festivals), posting cadence, language mix, and KPI targets. Calendar v1: 4 weeks with post types, hooks, captions, CTAs, asset specs, and paid support notes. Set SLAs: Approvals: T-48 hrs before publish Comments/DMs:Escalations (complaints):Tracking: create UTM template, link tracker sheet, brief templates, and an Approval Log. Days 31–60: Execution & OptimizationLaunch calendar; integrate A/B tests (hooks, thumbnails, first 3 seconds of Reels). Spin first influencer/UGC wave; set coupon codes/UTMs. Start weekly pulse reports; build Looker Studio dashboard. Paid alignment: 2–3 creative variants per ad set, audience buckets (Core, Lookalikes, Remarketing), and budget pacing. Iterate hooks and formats based on retention graphs (3s, 6s, 50% view). Days 61–90: Scale & SystemizeDouble-down on winning formats; produce series (episodic Reels). Expand creators; introduce community features (polls, challenges, referral codes). Quarterly review deck: outcomes vs targets, learnings, Q2 roadmap (new pillars, bigger collabs, production upgrades). B) Weekly Workflow (repeatable)Monday Review last week metrics; finalize this week’s go-lives; lock ad experiments. Client 30-min standup: priorities, offers, risks. Tuesday Briefs to Creative/Video (for next week): hooks, scripts, references, shot lists. Wednesday Draft captions, hashtags, end-cards, thumbnails; internal QA. Thursday Client approvals; schedule approved posts; prep stories and WhatsApp broadcasts. Friday Launch/optimize ads; creator follow-ups; update trackers; quick insights mail. Daily Community responses (SLA); monitor comments/DMs; escalate leads/complaints. C) Client Communication CadenceWeekly standup (30–45 min):status, metrics, blockers, next week plan. Monthly review (60–75 min):full report, insights, win/loss analysis, roadmap. War-room (as needed):launches, crises, big events/festivals. D) Approval Workflow (SOP)SMM drafts calendar → internal QA (brand voice, spell, compliance). Share to client (T-5 working days) with: visuals (or mockups), copy, hashtags, posting time, paid notes. Client comments consolidated once → SMM resolves → V2 for sign-off (T-48 hrs). Schedule in Meta Suite/LinkedIn/YT; double-check links/UTMs. MaintainApproval Log(version, status, timestamp). E) Content Production SOPBrief template:Objective → Insight → Big Idea → Format → Hook (first 3 sec) → Script/Key points → On-screen text → CTA → Asset specs → References. Quality checklist:brand tone, logo clear space, color/typography, captions length, subtitles, safe zones, thumbnail, rights/credits. Language:specify % split and where (image copy vs caption vs VO). F) Community & CRM SOPDM/Comment macros for FAQs, pricing, service areas, delivery, refund, etc. Lead routing: DM → lead form/WhatsApp → tag + assign to client sales within SLA. WhatsApp: pre-approved templates for broadcasts, order updates, NPS, win-back. G) Paid Social SOP (with Performance)Objectives by funnel: TOFU (Video views/Reach) → MOFU (Engagement/Traffic) → BOFU (Leads/Sales). Creative matrix: at least 3 variants per ad set (different hooks/opening frames). Testing order: Hook → Angle → Offer → Format → Audience. Daily checks: delivery, frequency, comments, CPR/CPA; pause/scale rules documented. H) Reporting FrameworkWeekly Pulse (one-pager):Top posts, key metrics vs last week, quick actions. Monthly Report (deck):KPI table, creatives that won/lost (why), audience insights, retention graphs, ad performance, influencer ROI, next-month plan. Dashboard:Looker Studio with platform + GA4 + Ads + Shopify/Woo (if e-com). I) Crisis & ComplianceRisk list: sensitive topics, medical/financial claims, festival/cultural sensitivity. Pre-approved crisis statements; escalation ladder (SMM → Account Lead → Client POC → Legal/Founder). Comment moderation rules; hide/block thresholds; screenshot + log. J) Deliverables & SLAs (Sample)Monthly:12–16 feed posts (incl. 6–8 Reels), 20–30 Stories, 1 creator collab, 1 giveaway/community activation, weekly pulses, monthly report. SLA:Publishing as per calendar, community repliesK) Onboarding Checklist (Day 1–3) Access to pages/ad accounts, brand guide, logo pack, product shots, testimonials, offers/calendar, competitor list, prior data, UTM rules, invoice/PO process, creator consent template. L) Success Metrics (90-day targets – example)+25–40% Reels reach; +15–25% follower growth (quality, not vanity). ER ≥ 5–7% on Reels; Saves+Shares per post up 30%. CPL down 15–20% (if lead gen); ROAS up 20% (if e-com). CSAT ≥ 8/10; on-time publishing ≥ 98%.