The most frequent question I hear from people when I tell them I work in social media is, “So, you just sit on Facebook all day?” The reality is that it’s much more complicated than publishing a few words and sharing a GIF every now and then. There’s an entire science behind creating content that works effectively to accomplish client goals. Moreover, working at a boutique social media agency, rather than a massive company, requires my coworkers and me to wear a ton of different hats in order to kick ass at our job. I love being able to work on an account in its entirety, though, because I gain experience in every area and expand my skill set with every task. Working in a small company setting also enables me to work closely with my coworkers and learn from them day in and day out.
So, what roles exactly do the Genies do behind the scenes every day? More than you might realize!
At the very core of a strong social media campaign are eye-catching visuals. Users on every social media platform gravitate to posts that include high-resolution photos as opposed to blurry, granulated images or text-heavy graphics. At GG, our team understands that photography is the key to social media success and constantly strives to take pictures that are bold, fresh, and exciting.
I have learned so much about capturing the perfect shot from Dana. Watching her pay attention to details like angles, lighting, and placement has expanded my knowledge of what needs to go into getting the best possible photos.
There is not a workday that goes by where I don’t use Canva at least once. Its toolbox has everything I need to create graphics that can wow an audience. Doing the graphic design work for my clients is my favorite part of my job because I get to make my ideas come to life – nothing more a creative can ask for!
When I first started at GG after college, copywriting was a bit difficult for me. I was used to writing formal papers that lacked lightness and brevity (also, puns). Since then, I’ve come a long way! I can now easily adjust my voice to match my clients’ and figured out that writing solid copy boils down to a single question: “Would I like reading this if I was on my personal account?” If the answer is no, then it’s back to the drawing board.
Whenever one of the Genies feels stuck on copy, Anthony is usually the person to turn to. He comes up with catchy, concise text I never would’ve thought of. He definitely taught me that less can be more when it comes to social.
My coworkers and I deal with all of our clients directly, allowing us to add “Account Executive” to our list of roles. We definitely understand that having open communication with your clients is the best way to gain their trust and forge relationships that last.
Listening to Jacqui on calls or watching her in meetings has demonstrated to me the proper way to build business relationships. She is the best at making clients feel comfortable and finding quick, effective solutions to whatever curveballs come up.
In addition to creating content, we also monitor all the responses and reactions to our posts. This role requires us to have an in-depth knowledge of our clients’ brands so we can meaningfully interact with our fan base and provide solutions to any problems we come across.
Cynthia is a wonderful example of how to do community management right. She is constantly on top of notifications and ready to offer responses and solutions to users. Take notes, Comcast.
Using analytics and metrics to determine how successful our campaigns are running is one of the biggest components of our job. I check my clients’ insights daily to ensure that we are working toward our campaign goals and reaching our full potential. The numbers don’t lie, and they will tell you immediately what works and what doesn’t.
Elizabeth has taught me nearly everything I know about running successful ads and promotions. Her savvy adjustments to my ad targeting, copy, and imagery have helped me figure out how to nail an ad campaign.
