Social Media Manager (1 years diploma)

Social Media Manager click here

Brief Job Description: The individual in this job role is a creative person whose
primary responsibility is to develop and implement a social media marketing plan
across all major social media networks.

He/she should be able to handle all the social media activities for the company/ multiple clients. It comprises of ideating, coordinating, executing social media campaigns, promotions and advertisements.

The person is responsible for the supervision of social media department and
ensuring regular posting, sharing and updating the social media activities.

Personal Attributes: The individual must have excellent written and oral
communication skills with the ability to manage the teams effectively. He/she
should be a creative person who also possesses good quantitative skills to be able
to make social media marketing plans and growth forecasts.

Description
Budget Budget is an estimate of the total cost of production that may include a
Break-up of cost components.
Creative Brief Creative brief is a document that captures the key questions that serve
as a guide for the production including the vision, objective of the
project, target audience, timelines, budgets, milestones, stakeholders
etc.

Design A plan of work produced to show the function or look of an object based
on which decision could be drawn upon.
Alerts Alert is an easy way to stay set up reminders for various activities. It is
also used for getting new information. Google Alerts is a content change
detection and notification service, offered by the search
engine company Google.

The service sends emails to the user when it
finds new results—such as web pages, newspaper articles, blogs, or
scientific research—that match the user’s search term
Average Response Time How long it takes a brand or individual to reply to a customer’s message –
either positive or negative.

Aesthetic A set of guidelines and principles that define a piece of work as beautiful
and artistic
Storyboard A graphic organizer in the form of sequence of images that depict how
the product will function
Search Engine
Marketing | SEM

An online strategy with the intention of attracting customers, generating
brand awareness, and building trust and loyalty. SEM will increase
website’s visibility primarily through pay per click ads (PPC).
Engagement Users interacting with a brand by liking, commenting, sharing posts,
images, etc.

Google+ Google’s social network that allows users to connect with friends, family,
and professionals. You can share photos, send messages, and engage
with shared content.
Hootsuite A dashboard that helps you manage all of your social media marketing
accounts, from a single place.

Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry
Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional
analysis and form the basis of OS.

Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.
Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization

.

Occupational Standards
(OS)
OS specify the standards of performance an individual must achieve
when carrying out a function in the workplace, together with the
knowledge and understanding they need to meet that standard
consistently. Occupational Standards are applicable both in the Indian
and global contexts.

Influencer A social media user who has the potential to reach a relevant audience –
large or small – and create awareness about a trend, topic, brand, or
product.

Qualifications Pack For Social Media Manager

Reach  Post reach – how many unique users who saw a post
 Page reach – how many users saw any content posted
 Organic reach – how many users saw a content, of their own accord
 Paid reach – how many users saw a promoted piece
Performance Criteria Performance Criteria are statements that together specify the standard
of performance required when carrying out a task

National Occupational
Standards (NOS)
NOS are Occupational Standards which apply uniquely in the Indian
context.
Qualifications Pack
Code

Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.
Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the
educational, training and other criteria required to perform a job role. A
Qualifications Pack is assigned a unique qualification pack code.

Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted by an ‘N’.
Unit Title Unit Title gives a clear overall statement about what the incumbent
should be able to do.
Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for.

Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have
a critical impact on the quality of performance required.

Knowledge and
Understanding
Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific knowledge
that an individual needs in order to perform to the required standard.
Organizational Context Organizational Context includes the way the organization is structured
and how it operates, including the extent of operative knowledge
managers have of their relevant areas of responsibility.

Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities.

Core Skills/Generic
Skills
Core Skills or Generic Skills are a group of skills that are keys to learning
and working in today’s world. These skills are typically needed in any
work environment. In the context of the OS, these include
communication related skills that are applicable to most job roles.

Description
NOS National Occupational Standard(s)
QP Qualifications Pack
NSQF National Skill Qualifications Framework
NVEQF National Vocational Education Qualifications Framework
NVQF National Vocational Qualifications Framework

Develop social media strategy

Unit Code MES/N0712
Unit Title
(Task) Develop social media strategy
Description This OS unit is about developing an effective social media marketing strategy based on
the organization’s goals and objectives

Scope This unit/task covers the following:
 Set-up social media marketing goals
 Identify and understand the target audience
 Identify the social media channels and set-up campaign budgets
 Define KPIs to measure performance of campaigns

Performance Criteria(PC) w.r.t. the Scope
Element Performance Criteria
Set-up social media
marketing goals
To be competent, the user/individual on the job must be able to:
PC1. identify and understand organization’s objectives for aligning social media
marketing campaigns towards it

PC2. set-up clear, specific and measurable goals for each social media marketing
campaign
Identify and
understand the
target audience

PC3. analyze current customer base to find out their common characteristics and
interests
PC4. research about the key competitors to identify who they are targeting and
who are their current customers
PC5. create the profile of the ideal target customer like their age, location, gender,
interests etc. using all the data collected during the research
Identify the social
media channels and
set-up campaign
budgets

PC6. identify the social media networks to be targeted based on the defined
objectives and goals
PC7. set-up and allocate the budget for each social media network
Define KPIs to
measure performace
of campaigns

PC8. define key performance indicators (KPI) for each social media marketing
campaign to measure their outcome
PC9. set-up the frequency of performance reports to be created and shared with
the stakeholders

The user/individual on the job needs to know and understand:
KA1. the creative vision and elements of production relevant to his/her job role
KA2. company’s website analysis
KA3. market positioning and competition analysis
KA4. technique and workflow followed in the organization
KA5. standard operating procedures of the organization about social media
marketing

KA6. documentation requirements for each procedure carried out as part of roles
and responsibilities
KA7. organizational and professional code of ethics and standards of practice
KA8. safety and health policies and regulations for the workplace

B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. the current requirements of the organization regarding social media tools and
techniques
KB2. market research, market conditions and competitor data regarding social
media tools and strategies

KB3. use of social and digital media platforms effectively
KB4. applicable copyright norms and Intellectual Property rights
KB5. threats and opportunities in user generated content surrounding the business
KB6. assess current social media trends and campaign analysis
KB7. develop cost-benefit analysis for new digital media strategies

KB8. use and implement different tools of online media available in the market
KB9. monitor effective performance of digital media by reviewing the results
KB10.applicable health and safety guidelines pertaining to working for long periods
on digital machines

Generic Skills The user/individual on the job needs to know and understand how to:
SA1. copy write and edit social media advertisements
SA2. create competitor analysis report with their product / service offerings,
customers and target market
SA3. create audience analysis report from the data provided by the web and social
analytics tools

Reading Skills
The user/individual on the job needs to know and understand how to:
SA4. read policies and regulations pertinent to the job
SA5. stay abreast with the latest social media marketing trends and best practices
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA6. communicate with the product manager to understand the requirements of
social media marketing

SA7. communicate with employees to make them understand the use and benefits
of social media networks for company’s branding
SA8. interact with social media executives to ensure proper implemenation of
defined social media marketing strategies

B. Professional Skills Decision making
The user/individual on the job needs to know and understand how to:
SB1. analyze the needs of online media and social networking sites to design
proper strategy

Plan and Organize
The user/individual on the job needs to know and understand how to:
SB2. plan the activities, workflow, resourcing and timelines in accordance with the
creative and technical requirements
SB3. manage deadlines successfully on time
SB4. plan work to be assigned on a daily basis
SB5. ensure proper implementation of social media strategies designed

The user/individual on the job needs to know and understand how to:
SB6. check that their own work meets customer requirements
SB7. ensure that organization’s needs and requirements are assessed
SB8. ensure that the designed strategies are aligned with the needs of the social
media campaign

Problem Solving
The user/individual on the job needs to know and understand how to:
SB9. critically analyse the response of their campaign and work for the
improvement
SB10.handle unfavorable comparisons of the online marketing strategies with
competitor’s products

SB11. ensure that the social media strategies are hurdle-free for the potential
customer
SB12.ensure all arrangements and documentation are done on time

Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB13.analyze social media performance of a campaign/creative

Critical thinking
The user/individual on the job needs to know and understand how to:
SB14.analyze and understand past campaign’s data and use it to identify best
performing social media marketing campaigns
SB15.evaluate the information gathered from the online consumers for the
effectiveness of social media marketing strategies

Plan social media strategy
Description This NOS unit is about planning and organizing individual’s work in order to
complete it to the required standards on time
Scope This unit/task covers the following:
• Set-up the campaigns
• Delegate tasks to the team members
• Review the set-up of campaigns

Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Set-up the
campaigns
To be competent, the user/individual on the job must be able to:
PC1. set-up the campaigns based on the defined social media marketing strategy
PC2. set the timelines and dates for getting each digital marketing campaign live
based on the available resources

PC3. manage the social media strategy in line with overall organization’s objectives
and goals
Delegate tasks to the
team members PC4. identify the campaign requirements such as content, creatives, budget,
landing pages etc.

PC5. delegate the campaign tasks to the team members along with set completion
deadline
PC6. monitor the work progress, review the quality and give feedback to the team
members
Review the set-up of
campaigns

PC7. test and ensure the conversion tracking is set-up properly for each campaign
PC8. review the target audience, daily budget and scheduling of all the campaigns
PC9. review and ensure that the campaign budgets are set-up as per the plan

The user/individual on the job needs to know and understand:
KA1. the creative vision and elements of production, relevant to his/her job role
KA2. project pipeline/schedule and timelines for the campaign
KA3. intended purpose of the design that needs to be created

KA4. standard operating procedures of the organization about tools and techniques
of online media and internet business models
KA5. documentation requirements for each procedure carried out as part of roles
and responsibilities
KA6. organizational and professional code of ethics and standards of practice
KA7. safety and health policies and regulations for the workplace

B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. source images / videos for the usage in social media marketing
campaigns

KB2. effective benchmarks for measuring the impact of social media marketing
KB3. use of social media techniques and tools
KB4. the scheduling of the campaigns based on day and time
KB5. target audience based on their demographics and interests
KB6. the conversion tracking for campaigns on different social media networks

Skills (S) (Optional)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. do copy writing and editing of the advertising copies
SA2. prepare cost estimates for social media marketing campaigns
SA3. write proficiently in at least one language

SA4. draft documents to brief the team members about their tasks and deadlines
SA5. create progress report on the execution of social media marketing campaigns
Reading Skills
The user/individual on the job needs to know and understand how to:
SA6. read and understand the description of the product/campaign before making
strategies

SA7. read policies and regulations pertinent to the job

SA8. regularly update his knowledge through surfing the internet with its latest
trends, keywords, hashtags etc

Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA9. communicate with the product manager to understand the requirements of
online media
SA10. communicate with employees to make them understand the use of online
marketing tools designed.

SA11. interact with social media executive to ensure proper usage of designed
online marketing strategies

B. Professional
Skills
Plan and Organize
The user/individual on the job needs to know and understand how to:
SB1. plan and prioritize work according to the work plan

Decision making
The user/individual on the job needs to know and understand how to:
SB2. finalize the design as per the project requirement
SB3. analyze the requirements of social networking sites to design proper strategy

Customer Centricity
The user/individual on the job needs to know and understand how to:
SB4. ensure that organization’s needs and requirements are assessed
SB5. ensure that the strategies are aligned with the needs of the sales function

Problem Solving
The user/individual on the job needs to know and understand how to:
SB6. critically analyse the response of their campaign and work for the
improvement

SB7. handle unfavorable comparisons of the online marketing strategies with
competitor’s products
SB8. ensure that the social media strategies are hurdle-free for the potential
customer
SB9. ensure all arrangements and documentation are done on time

The user/individual on the job needs to know and understand how to:
SB10. analyze the impact of various advertising elements on overall campaign
performance
SB11.analyze unique social media tools that are required in the organization.

Critical Thinking
The user/individual on the job needs to know and understand how to:
SB12.evaluate the information gathered from the employees to ensure effectiveness
of social media strategies implemented.