The Social Media Understanding of Companies: Advertising Copywriters as Social Media Managers?

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Only last week I have here the current Discussion about Buzzword content marketing written. And not so long ago, we discussed here why Social media managers are not PR people, But if the self-understanding of CompanySeeing content as a marketing measure is really good, here's more.

The Social Media Understanding of Companies: Advertising Copywriters as Social Media Managers? content marketing

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Here writes for you:

Katharina A. Heder Katharina A. HederKatharina Heder is Digital Media Manager and Consultant.


Slowly comes the online editor

So far, many were clear that content for marketing is necessary. SEO and SEA work more and more on content, while many companies explain that performance-based marketing is important success.

Anyone who puts on content needs someone who produces it. There are different approaches for this. The idea of ​​an on-line editor who has a sense of social media is slowly moving through - but: is not this already?

Social media as pre-formulated advertising

Correct: Social media managers also have to prove ever stronger qualities as copywriters: Postings should be written in the tone of the company. Thus they are slowly getting the value of pre-formulated advertising as it is found, for example, in advertisements or posters.

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What companies, and this suggests a much deeper problem, is not a fact: Social media is not an advertising column, not a daily newspaper, nor a magazine that finances itself through advertising.

Advertisement on the fanpage?

The offer to be advertised there refers to formats identified as such. Advertising in the sense of content on your own fanpage must always take place as communication from the viewpoint of the fans.

In addition to relevant content, this includes, in particular, an assimilation to dealing with: using short forms, buzzwords and the like, has rather narrow sentences, which are limited to the essentials, and rarely a clear call for action.

Communication is forgotten

Of course, there are among friends the desire to favor certain things, but these are rather exceptions. Many of the current on-line editors have to learn this rethinking since they are present to social media as a concept. Many understand the mechanisms behind this, but what is forgotten is communication.

This suggests the lack of understanding on the part of the company for the part of the marketing mix in the form of social networks. A Webtexter tries to direct people in a certain direction with powerful statements. He places things.

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Wanted: A holistic approach

A social media manager or even a community manager leads the appropriate exchange. If you only find one of two parts, you will be cut off in the medium term in your own social buzz.

From the point of view of the user, it is time that new professional images are not constantly being formed, but rather the starting-up and further training formats that have a holistic approach can be offered.

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