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The majority of this information is pooled from Global Web Index (worldwide), Pew Internet Surveys (US) and OfCom (UK), and the Datareportal July 2022 global overview.


Social Media Usage Continually Increases

As of July of 2022, the percentage of users has more than doubled since 2010, climbing to 4.7 billion people, and 227 million new users have come online within the last 12 months. The average daily time spent using social media is 2h 29m, which is about 15% of the average person's waking day.


Social Media Usage Numbers After the Global Pandemic

A special report by Datareportal in July 2020 examines changes in social media usage during the beginning of the COVID-19 lockdown period. Notably, a monumental increase in online and digital activities after a couple of years where growth had seemed to slow down. The increase came after changes in user behavior due to the lockdown. However, with growth continuing in 2022, there may be more at play than just the initial lockdown trends.


The Most Popular Social Media Platforms

Of the top four "Most Popular" social media platforms (Facebook, Youtube, What'sApp and Instagram) three are owned by Meta (Facebook, Youtube, and Instagram). TikTok has grown rapidly as of late.


Opportunities For Improvement on Social Media

As of July of 2022, 63.1% of the world's population was internet users, and 4.1% of those are still not active social media users.


With the value that social media now brings to consumers' lives, there should be no doubt of its importance.


How do social users interact with brands when making spending decisions?

One of the challenges of social media marketing is that by its nature, social media are peer-to-peer, involving conversations between friends, families and colleagues. Given this, brands must be sensitive to how they use social media. Download data on some of 2022's biggest trends here.


When is the best time to post on social media?

Among social networks, there are various “sweet spots”—or, times of day when it is best to post.


Social media optimization can be approached through a number of factors, including frequency of posts and timing.


A tool like Sprout Social’s 2022 social media strategy builder can provide insight into when you should post on each network, based on an analysis of other brands’ posting patterns.


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Feeling energized to take advantage of social media as a tool for your organization's marketing strategy?


To connect with our team about developing your organization's social media strategy management systems, contact us today by emailing megan@theskapande.com

Updated: Oct 22, 2022

A social media manager represents your business across social media channels as the voice of the brand to, ultimately, boost sales.


A social media manager responds to comments, constructs campaigns and creates content for the pages.


They analyze results of campaigns by tracking engagement metrics such as likes, clicks and shares. They provide brands with guidance to enhance their online presence.


Social media managers can be responsible for a wide variety of roles, including online engagement strategizing, managing community, directing creative project, customer service, copywriting, and analyzing data.


Channels that social media managers work on

Social media managers frequently work on Facebook, Instagram, Twitter, Pinterest, TikTok, and YouTube.


Partnering with your social media manager

A social media manager's role can be very effective when clear goals are set like "increase brand awareness" and "increase traffic to website."


Social media managers are very similar to public relations experts, because they know how to portray a business's characteristics in a positive light. A great social media manager knows how to create content, interact with customers, and increase leads.


Step One

Establish a specific goal (like "increase website traffic" or "increase online registrations"), and align your social media tactics to meet that goal. For example, if you’re looking to build awareness amongst young shoppers, you might consider building an influencer program on TikTok.


Step Two

Engage with your audience on social media, building a brand voice . Create content that resonates with your audience. Research each channel's algorithm and tactics for optimization. Schedule posts regularly, on optimal days and at specific times, depending on each channel.


Step Three

Measure results by tracking each platform's metrics and insights. There are many online tools to review results of engagement and effectiveness.


Step Four

Experiment with new content and optimize high-performing posts.


A new age

Ten years ago, the role of a social media manager didn't exist. Today, many companies value social media for customer creation and retention.


Why a social media manager is valuable for your business


Social communication - A social media manager determines how often your brand should post on each social channel. The manager also monitors replies.


Develop a brand identity - They help to explain the public “why” message that helps customers resonate with your organization.


Visual appeal - Whether it’s your profile pictures or team photos, a social media manager ensures your content visually matches your brand.


Determine promotional strategies - Social media managers give you insights into your paid advertising, organic traffic and influencer marketing.


Compile your engagement strategy - Your social media manager listens to, responds and engages with your audience across all channels. These actions increase sales and improve customer relationships through increased trust and engagement.


Establish a conversion strategy: Your social media manager researched follower interests and concerns to recommend how to convert fans into loyal customers.


Key metrics that your social media manager should track

  • Audience Growth

  • Audience Engagement

  • Brand Reach

  • Feedback and Word of Mouth Marketing

  • Response Quality and Rate

  • Leads/ Traffic

  • Conversion rates


The general role of a social media manager

Generally speaking, a social media manager plans a business's online strategy around marketing, advertising and discovering new leads.

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