The increasing prevalence of social media in our everyday lives presents rich opportunities for growth-oriented businesses. With most Australians actively using social media, the potential to interact directly with more customers and foster brand loyalty is enormous.
However, the highly competitive and fast-evolving nature of social platforms poses a considerable challenge. How do social media managers stay ahead of the curve? Which platforms should brands be on? Are viral videos essential for success?
This guide provides the answers to all your burning questions on social media management, complete with handy insights and tips to help you hook your audience and build your brand.
What is the role of a social media manager?
For a brand to thrive in today’s online marketplace, having a social media manager is essential. Whether part of your in-house team or an external partner, social media managers craft and share strategic content that shapes and enhances your brand’s online identity.
The core duties of a social media manager usually include:
- developing content using words, graphics and videos that resonate with your audience
- customising account pages with your branding and brand-aligned copy
- using scheduling tools to ensure consistent posting and encourage audience growth
- monitoring and responding to comments, messages and mentions to build relationships with your audience, ensuring that every interaction reflects your brand values
- running targeted paid social media campaigns help to drive traffic and sales
- tracking metrics like engagement, reach and conversions to evaluate the success of strategies and make data-driven improvements
A proficient social media manager stays on top of trends, platform updates and audience preferences, ensuring your online presence remains active and appealing.

Traditional media and social media – which is more effective?
While digital media has transformed consumer habits, brands shouldn’t put all their marketing eggs into the social media basket. Traditional marketing methods across print, TV and radio are still powerful methods of promotion. The road to success lies in knowing the strengths of traditional and digital strategies, and working both to your advantage.
Pros and cons of traditional marketing
Traditional marketing is a time-tested way to reach a wide audience and target people who live locally (if that is your goal). Traditional media is also tangible: collateral such as booklets and print ads offer a pleasantly tactile experience and won’t disappear with a scroll.
However, traditional marketing tends to be more expensive than digital marketing. Also, opportunities for customer interaction and success measurement can be limited.
Pros and cons of social media marketing
Social media marketing is a more efficient and affordable means of promotion. Importantly, it offers direct, two-way communication with customers in real time. It also allows businesses to measure the impact of their efforts precisely and make strategic adjustments.
The catch? Standing out online is no mean feat. Social media managers must adhere to a strong strategy and constantly adapt to new trends.
The road to success lies in knowing the strengths of traditional and digital strategies, and working both to your advantage.
Is YouTube social media?
Yes, YouTube is considered a social media platform. This is because it allows users (and brands) to make content, share it with others, and build a community.
Australian YouTube users spend over 21 hours each month on the app. They spend double that time per month on rival app TikTok, which focuses on short videos driven by trends.
With the rising popularity of video, social media managers who prioritise video content and video advertising across key platforms are likely to see an uptick in engagement. (Pro tip: videos featuring real people tend to outperform others, with consumers drawn to qualities like attractiveness, trustworthiness and expertise.)

How can I drive positive social media reviews?
Social media reviews are a popular digital marketing technique for businesses across industries. Many platforms allow customers to leave comments about products and services and rate their experience of a business. A solid track record of positive feedback can set you apart from competitors and sway potential customers towards making a purchase.
To drive social media reviews and boost conversions, try following these steps:
- Deliver exceptional service – happy customers are more likely to leave positive reviews
- Make it easy to leave a review – provide direct links in direct customer communications, such as emails
- Ask at the right time – for example, when a customer expresses satisfaction after a successful purchase or resolution of an issue
- Respond to all reviews – thank customers for their praise and address negative reviews professionally
- Offer incentives – provide discounts or freebies in exchange for honest reviews
- Highlight positive reviews – showcasing good reviews inspires others to share their experience
Should I engage a social media marketing agency?
For businesses with limited time or expertise, engaging an external social media manager or team offers great advantages. Many Tasmanian businesses partner with a local marketing agency for fast, direct access to digital specialists who know how to create and execute effective strategies.
To ensure the best possible ROI, seek a highly regarded agency that offers a full suite of digital marketing services. In addition to social media management, complementary services to look for (and utilise) include advertising campaigns, web development, and brand design.