Social Media Manager

 

Vocabulary

start-up	executive	personalize
share	expertise	keep track
monitor	reputation	consolidate
PR	optimize	credentials
establish	customize	trademark
boost	convince	placement
demand	associate	expectation
suggest	promote	accumulate
enhance	intention	read between the lines

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Video

 
 
 
 

Transcript

Ibrahim Evsan, seen here on the right, runs a start-up in Cologne. He’s a social media manager, and offers a highly personalized service.

Ibrahim Evsan, Content Manager: “We monitor what information the client is sharing, and how they’re sharing it. We make sure it enhances their reputation.

But if something harms their reputation, we let them know.

It helps. What we do is keep track of social media.”

The service costs 700 euros a month.

It’s aimed at high level executives like Sachar Klein. He’s vice president of PR and communications at a Berlin start-up.

Evsan’s focus is the client’s blog. It consolidates links to many different social media sites. He also offers search engine optimization, helps with customized posts and analyzes reader responses.

Ibrahim Evsan: “You see everything here on the statistics: how many views you had yesterday and how long they stayed. Yesterday there might not have been many views; but today, 11,000 is great.

We need some Facebook legs though.”

That’s the next step.

Evsan is going to set up a fan page for Sachar Klein on Facebook.

Sachar Klein, Intention: Improve Digital Impression: “The social trademark service help me establish myself as an expert.

If I hadn’t established my credentials, I probably wouldn’t have the job I have today.”

More than 90% of Google users click a link on the first page. That’s where everyone wants their link to be.

Evsan’s company promises to optimize Google results.

But industry experts say boosting search engine placements isn’t always a good idea.

Christian Scherg, Argumentation: First doesn’t mean best: “Over the short-term, you can make people or companies look better than they are in real life.

But I don’t advise it.

If you can’t fulfill the expectations you create, in the end you’ve got an even bigger problem.”

Nonetheless, social media managers are doing a booming business.

After just one year, Evsan has already accumulated 120 clients. He now has a staff of 25 and is convinced that demand will continue to rise.

Ibrahim Evsan, Intention, more clicks: “When you position yourself well on social media, you eventually become associated with certain terms.

Take the phrase “social media expert”. Once you’re associated with that phrase, then people looking for a social media expert will find you.

That’s what happened to me for example.”

Around a third of German companies use social media. Many of them make use of expert advice.

But for consumers and search engine users, that doesn’t always make things easier.

Christian Scherg, Contradition: Information vs. Clarity: “Users have to end up reading between the lines. There are so many tools for creating an image.

An image for suggesting expertise or promotes a hobby, or positions you in a certain light.

The truth is hidden in the search results. And it’s probably easier to find in the real world.

One good tip for search engine users: you’ll often find the best information on the second or third page.

Shift says, “Image isn’t everything.”

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Questions

1. The social media manager seeks to enhance his clients’ reputation. Yes or no? How do they enhance their reputation?

2. Are Evsan’s clients mostly small businesses?

3. He focuses on clients’ blogs and Facebook page. True or false? What tasks does Evsan perform?

4. What are their goals regarding Google? Why do companies want to be on the first landing page?

5. The industry experts agree completely with social media management. Is this right or wrong?

6. People and companies should look better than they are in real life. Is this correct or incorrect? Should you create images and expectations you can’t fulfill?

7. What does the social media expert say about search words, terms and phrases?

8. What suggestion or tip does the journalist give to people?
 
 
A. Do you and, or your organization have a website, blog and, or Facebook account?

B. Is a blog or Facebook important for businesses? If yes, give examples.

C. Does your organization hire profession social media managers?

D. Social media is the most important part of a sales, marketing, advertising, promotion for businesses, enterprises and organizations. What do you think?

E. What will happen in the future?

 
 
 

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