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 & Planning
- Build 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 Leadership
- Write 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 & Community
- Own 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 & Reporting
- Define 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 Coordination
- Run 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 Management
- Own timelines in Asana/Trello/Notion; drive cross-team delivery (design, copy, video, media).
- Manage creator shoots (micro-briefs, shot lists, consent, delivery).
Requirements
- 3–6 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 & Foundations
- Intake: 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: <4 hrs during business hours
- Escalations (complaints): <2 hrs
- Tracking: create UTM template, link tracker sheet, brief templates, and an Approval Log.
Days 31–60: Execution & Optimization
- Launch 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 & Systemize
- Double-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 Cadence
Weekly 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.
- Maintain
Approval Log
(version, status, timestamp).
E) Content Production SOP
Brief 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 SOP
- DM/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 Framework
Weekly 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 & Compliance
- Risk 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 replies <4 hrs (business), escalations <2 hrs, reports on the 1st/last working day.
K) 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%.
