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What are the responsibilities of an SMM specialist, what skills should he have and how to find the best specialist in promoting communities and groups - the Topface Media team has prepared recommendations and step-by-step instructions.
SMM specialists play one of the main roles in digital marketing, because the social media industry is social media marketing service constantly evolving, and Russians continue to use several platforms at once. According to Mediascope data for 2023, they spend almost a fifth of all time on the Internet on social networks. The rating and review of the most popular platforms in Russia can be read on the ppc.world website .
the most popular sites in Russia
the most popular messengers in Russia
Source: Mediascope
With the right approach, the possibilities of social media marketing are almost limitless. Here you can create a full-fledged storytelling strategy and establish direct contact with customers.



To attract the attention of users and turn them into leads and paying customers, brands must be present in all social networks where their target audience is. A professional SMM specialist will help to effectively promote and develop the company's social platforms. What tasks exactly he should solve - we will define in the next section.
List of future duties of SMM specialists
In an ideal world, an SMM specialist creates strategies for attracting subscribers, launches and monitors advertising campaigns, generates content and analyzes the results of promotion. However, in reality, things can be different.
The pool of tasks and the area of ​​responsibility of an SMM specialist are actually formed by the employer situationally. For example, in corporations, an SMM manager will be asked to act, rather, as a production editor - to approve content plans, and, perhaps, texts and visuals of posts. In small companies, an SMM specialist is an obligatory participant in the creative process, often at the micro level.
What tasks can be included in the list of competencies of a SMM specialist?
Develop a promotion strategy. The manager creates and implements social advertising campaigns that are consistent with the overall marketing strategy of the brand. He generates ideas for situational posts and evergreen publications, and comes up with ways to use user-generated content.
Increase the number of subscribers and stimulate engagement on all company platforms. To do this, the specialist thinks through and prepares posts themselves: writes texts and selects photographs and illustrations.
Analyze data. SMM is not only about creativity. The manager must also analyze the results and prepare reports to evaluate the effectiveness of the content. One way to obtain such data is to monitor social networks: study what users say not only about the brand, but also about its competitors.
Present reports with metrics for managers and business. The actions of the SMM manager can directly affect the company's profit. If he sets up advertising himself, it means that he manages the budget and bears financial responsibility. Therefore, measurable results are expected from him: a professional SMM manager must show all achievements and consequences of unsuccessful decisions to the marketing team and business managers in a timely and honest manner.
Publish posts and monitor user reactions across all platforms, respond to comments and messages from subscribers.
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social media marketing service

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