Social media management does not entail surfing Facebook and watching YouTube videos all day. The practice has become a legitimate, important part of marketing, and top companies are investing resources and time into it.
But in order to make the most of your social media efforts, you first need to understand the lingo of the trade. Social media listening and monitoring, for example, are new facets to PR that can't be ignored. Analytics and intelligence give companies insight into how their social media efforts are being received by their audiences, and provide valuable data which businesses can, and should, use in marketing, sales, and customer service.
Your social media manager is tasked with listening to your audience and responding appropriately. Some of these conversations revolve around customer dissatisfaction with a competitor, and it's imperative that you listen and engage in such a way that you help the customer without disparaging your opposition. It's duties like this, plus the myriad other responsibilities on a social media manager's plate, that help legitimize this subset of marketing.
Read more in the infographic below.