Best Social Media Manager← Go back to category
SARA ZUCKER, SOCIAL MEDIA MANAGER OF THE YEAR (kind of)
Jan. 6, 2012
- Social Media Manager
About this entry
At Glamour, I am the Community Manager/Social Media Editor. My job includes spreading the word of the publication’s awesomeness, engaging its audience on multiple platforms (3 Twitter accounts, Facebook, Foursquare, Tumblr, Pinterest, Instagram, Google+) on a daily basis, maintaining profiles on said platforms, responding to inquiries, focusing on strategy for future online-based projects including brand collaborations, and basically being its e-voice. Overall, my goal is to give the magazine a personality that extends beyond its pages. Social media never sleeps and neither does the fashion industry—or so it seems, so why should Glamour?
The case for why this entry should win a Shorty
During my tenure at Glamour (a mere 7 months), I have more than doubled our unique social media referrals on all platforms. Why? I attribute it to my unique personality, which translates into Glamour’s online voice—a snappy, sassy, and honest point-of-view that really speaks to our readers. Coming from an email marketing background, I gained insight regarding what consumers want and hoped to translate that into successful e-based programs for the magazine.
What I wanted to do was give our followers exclusive content and reward them for supporting Glamour in some way or another, big or small. Such “rewards” included a massive Black Friday deal guide (Like-gated on our Facebook page) unseen anywhere else on the Internet, live-tweeting sessions with TV celebrities on the premiere of their shows giving behind-the-scenes insight, a #wkndmani Twitter contest imploring followers to show us their manicures and enter to win nail polish, 30-to-60 minute Facebook chats with readers’ favorite celebrities, and more. The main challenge I faced was dealing with brands that did not understand the purpose or goal of a social media program. This was dealt with by throwing out a few positive statistics proving worth.
Another hurdle was the lack of budget; learned very quickly that social media is a grassroots industry and, thankfully, it doesn’t require much monetary support. Aside from receiving constant positive feedback from followers, the results of my efforts are the sheer numbers: in one instance, at Glamour’s Women of the Year awards, hashtag usage increased ten-fold within 24 hours.
Through cross-promotion, brands report at least a doubling of engagement on their pages when compared with the previous week. Most importantly, our readers keep coming back to us as a source of entertainment on the Web. That’s all I want.