Meet Jase. He’s a Facebook Page Manager.
If your brand’s social media marketing strategy only requires Facebook, he could very well be your Social Media Marketing Strategist. (Caveat: I rarely use this title today because it is defamed due to the proliferation of self-proclaimed social media “gurus”.)
He is not defined by how much he is paid per Facebook Page. Instead, he is defined by his ability to define the value he adds to every Page that he manages.
In short, Jase makes a consistent effort to understand the business behind every Page that he manages. He is not just a marketer because he thinks more like you (the business owner) than an administrative staff trained to “manage” your Facebook Page.
But how did you come to know that he is such an accomplished Facebook Page Manager? Because he does 5 key things:
- He understands your marketing strategy
- He surveys your site
- He speaks your customers’ language
- He runs on the back of a sound operations plan
- He shows passion, professionalism, and maturity
1. He understands your marketing strategy
Having attended your brief, he understands the consumer insights that your business is leveraging on. He reads literature about your target audience, understands your marketing strategy and goals for social media. He digs deep into your social media strategy and asks you thought-provoking questions that raise underlying assumptions. He makes a few suggestions based on what he understands of your business.
Most importantly, he understands exactly what he needs to do for your business to meet your goals - to make money/promote a worthy cause.
2. He surveys your site
You could be a local brick-and-mortar business. He does not take your offer to manage your Page if your physical place is inaccessible to him.
He makes a trip, sometimes more than one, to your physical location to survey the site. He understands the buying journey of your customers.
He finds out who goes to your store, whether they live or work nearby, and the purpose of their visit. He thinks about the reverse: who doesn’t come to your store and why?
He finds out who your local competitors are. He speaks to some of your customers to find out more. He finds out how your customers get to your store. Do they drive? Perhaps. Where do they park? Is there enough parking space?
He does all this because he is inherently a marketer. He does the same whether you are a brick-and-mortar business or an online commerce store. Not only does he need to understand the nature of the tool that he will use to market your business, he also needs to understand your business as well as, if not more than you.
3. He speaks your customers’ language
He might not be well-versed in every industry, but he recognises his strengths and weaknesses. He will work on his weaknesses by reading literature that is relevant to your customers. He understands the subtle distinctiveness in language from business to business, and he uses it to your advantage.
Just take a look below at what a marketing director of a bank can do for an architectural firm. That’s what Jase does as well. He writes copies that get your customers excited, even if you had only 980 fans and you do not spend a dime on Facebook Ads like the architectural firm.
4. He runs on the back of a sound operations plan
He sets up a dashboard to aggregate all the important information, including the goal, the strategy, and the links to the individual tactics as well as key metrics to track performance.
He manages a to-do list specific to your brand on a day-to-day basis. The to-do list is essentially a plan that he will execute to meet your marketing goals. And he categories them into 3 things: urgent, necessary, urgent and necessary. He deals with the urgent and necessary tasks immediately, followed by necessary tasks and urgent tasks respectively. He knows that your Facebook Cover Photo needs to be updated. But he prioritizes a conversation or private message with your Facebook fan over designing and updating your Facebook Cover Photo, because he knows exactly what kind of impact on your business that conversation could have as compared to updating your Page Cover Photo.
He will make a consistent effort to keep up with news of Facebook and learn from the pros like Mari Smith and Jon Loomer. He will also participate actively in the Facebook Marketing community so that he builds good relationships with the pros, and in the long-term, become more resourceful and skilful in the way he manages your brand’s Facebook Page.
In all, he’s not just about making money in the short-term, but striking a good balance in enriching his own learning so that he can become an outstanding Page Manager.
5. He shows passion, professionalism, maturity
As much as he needs to make a living, he will not talk money for at least the first meeting. His goal is two-fold, and he will convey that very clearly to you in your first meeting.
First, he tries to find a good fit between his strengths, ability, and your business needs. If he cannot find it, he will refer someone more suitable or he will reject the job.
Second, he wants to understand your working and communication style, how involved you will be, and how you and him will work together. Because a long-term partnership is worth so much more than having to acquire a new client to replace the old every 3 months.
And that’s the 5 really important things that I feel you should pay attention to when you are either hiring a Facebook Page Manager/Consultant or if you are training become one.
As we become more skilful in terms of our knowledge of Facebook features, we need to always remember that it is not about using every feature, spending money on Facebook Ads, or the meaningless numbers in Facebook Insights. It is about helping every business on Facebook meet their marketing goals - and the Page Manager is the most important piece to completing this puzzle for any business.
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