How to Write a Press Release

There are few items more closely associated with the communications industry than press releases – it’s important for people interested in the field or new to a communications job to understand the purpose of a press release and to know how to write one.

Here are some tips for writing a great press release:

The purpose of a press release

Organizations use press releases to relay important announcements to key audiences, including investors, consumers and the media.

How to send out a press release

Organizations or their representatives can send press releases directly to key stakeholders or through services such as PR Newswire or Business Wire, which specialize in press release distribution.

Key points to consider when writing a press release

The following points are important to remember when writing a press release:

  1. This is not a creative exercise. Writing a press release is not an opportunity to experiment with flowery prose or lay out personal opinions. As a piece of business writing, you should employ clear, concise language. People who read a press release should be able to quickly and fully understand the announcement.
  2. Cover the 5 W’s. A reader should walk away understanding the 5 W’s – Who, What, When, Where and Why – whenever relevant. Who is responsible for this new corporate segment? What will happen as a result of this announcement? When will this event take place or this change be implemented? Where will certain meetings take place? Why is this change or event occurring?
  3. Skip the jargon. While it’s sometimes impossible to completely avoid financial or legal language in a corporate press release, investors, consumers and the media all need to be able to understand what the release actually states.
  4. Keep it concise. A press release tends to be between 3-5 paragraphs, though the length can vary depending on the information you need to include.

Why press releases are still relevant

Despite the rise in corporate social media accounts and digital media, a standard press release is still a key tool in business. Press releases remain a valuable and reliable source of information for investors, consumers and the media. Additionally, press releases are often the core building block for other forms of communication – a company might link to a press release in a tweet, or use language from a press release in a video of a CEO, a letter to employees, or on a call with investors and analysts.

What to do after sending a press release

The next steps following a press release vary based on the goal. Is an organization launching a new initiative that it wants the public to be aware of? In that case, it makes sense to follow up with media interviews to broadcast the company’s message.

Press releases tend to follow this dependable template:

Headline Describing the Main Point
Subhead Providing Additional Detail or Describing Secondary Announcement

CITY, State, Date – Opening paragraph providing clear announcement.

Quote from CEO or other organizational leader offering support or rationale for the announcement.

Paragraph providing additional details.

About [Organization Name]

Boilerplate description of the organization.

Contact

Contact Name
Title / Organization Name
Telephone
E-Mail

Once you have the template filled in, the finished product will highlight all of the key parts of your announcement in an engaging and compelling way.

Next, get more career tips for internships and entry-level jobs such as How to Be a Team Player and find answers to common interview questions such as What Motivates You?

Types of Entry-Level Jobs for Journalism Majors

Being a journalism major is a great way to build communication and storytelling skills. These skills that can be applied to any number of professional industries and having them will make you a competitive candidate in whatever career you choose to pursue. If you’ve already taken on a journalism internship during your time in college, then you know that a journalism degree can open up the door to plenty of career opportunities.

Here are some of the most common entry-level jobs for journalism majors:

Reporter

As a reporter, your primary responsibilities will be to researching and report on news stories. In this role, you’ll be conducting interviews, writing articles, fact-checking and networking. If you enjoy knowing about news stories right as they happen and are comfortable working with tight deadlines, this role could be a perfect fit for you.

Editorial Assistant

As an editorial assistant, you’ll be putting your speaking and writing skills to use. In this role, you’ll assist in all stages of the publishing process from helping to get stories commissioned to ensuring that writers submit their work on time. This is a role that can vary greatly depending on whether you’re working at a publishing house, a print magazine, a gossip website or a company newsletter but regardless of the publication you’re working for, you’ll be helping to curate content that is relevant to that publication. To succeed in this role, you’ll need excellent organizational skills, attention-to-detail and a passion for learning the ins and outs of publishing and digital media.

Copy editor

A copy editor plays a crucial role in the production of any print or digital publication and is responsible for ensuring that the final copy does not contain any typos or grammatical errors. As a copy editor, you’ll be on the lookout for omissions and inconsistencies in the articles you edit, as well as ensuring that the content you’re working with adheres to the particular style of the publication you’re working on. This is a wonderful role for anyone who is detail-oriented and passionate about showcasing great stories in the best possible light.

Digital Content Writer

As a digital content writer, you’ll be working with the editorial and creative higher-ups to bring marketing campaigns and strategies to life. You’ll also contribute to SEO-friendly content and develop ideas for future marketing content. This is a perfect role for a good communicator who is interested in writing engaging content.

Communications Coordinator

Your journalism major can also come in handy when it comes to landing a role as a communications coordinator, a role that involves coordinating a company’s promotional materials and social media activity, as well as building and maintaining relationships with media outlets. From writing press releases to organizing and overseeing promotional events, a communications coordinator strengthens the communication between the client, the company’s customers and the media. This is a great role for anyone interested in helping companies develop their public presence.

Being a journalism major will give you the skills you need to become a competitive candidate in almost any industry. The key to finding an entry-level job that works for you is knowing what you’re passionate about and what you can expect from the role. By having a solid understanding of some of the most common job opportunities for journalism majors, you’ll be one step closer to landing your dream job.

Next, learn more about this college major such as What is a Journalism Major and is it Right for Me? and get more career tips for internships and entry-level jobs such as 6 Ways to Impress Your Boss.

Types of Entry-Level Jobs for Communications Majors

Being a communications major means learning all about the best ways to communicate effectively and help brands get their message across. And because these skills can be applied to multiple industries, communications majors are in high demand in almost every industry. If you’ve already learned about the most popular types of internships for communications majors, then you might be wondering what comes next. Are there just as many opportunities after graduation? The answer is yes.

Here are some of the best entry-level jobs for communications majors:

Marketing coordinator

As a marketing coordinator, you’ll develop marketing materials and assist with both internal and external communications. You’ll also help coordinate timelines and goals for the executive team and assist with their implementation. This is a job that requires a sound knowledge of marketing models, and even better communication and leadership skills.

Client services representative

A client services representative acts as an intermediary for the company and its clients, assisting the client with transactions, setting up meetings and ensuring customer satisfaction. In this position, you’ll be communicating with the client on behalf of the company, relaying important messages and ensuring a smooth working relationship.

Public relations assistant

As a public relations assistant, you’ll coordinate and review press releases, and help organize publicity events, campaigns and presentations geared towards maintaining a positive image for a company or brand. You might work on multiple projects, or in multiple capacities, often in a fast-paced environment that keeps you on your toes.

Editorial assistant

As an editorial assistant, you’ll coordinate editorial timelines ensuring that workflow between writers and editors is smooth and efficient. As part of your tasks, you’ll be communicating with writers to provide their assignments and following up to ensure that they submit on time. In smaller companies, you might also take on writing tasks, utilizing both your writing and administrative abilities.

Associate brand manager

As an associate brand manager, you’ll conduct initial market research and position the product you’re promoting in relation to similar products on the market. You’ll also develop marketing strategies aimed to increase the brand’s reach to its target audience. This position requires a solid understanding of the brand you’re promoting and its value in the marketplace.

Social media coordinator

As a social media coordinator, you’ll do more than just post to Facebook and Instagram. You’ll also interact with the brand’s online community, analyze the reach of different kinds of media and optimize social media campaigns for individual platforms. As the digital voice of the brand, you’ll be helping social media managers engage the brand’s audience effectively and learning how to capitalize on media trends along the way.

Irrespective of the field they choose to work in, communications majors play an important role in maintaining relationships between businesses and consumers, communicating with those audiences and presenting information. They get the message out there, resolve problems and analyze feedback. With all of those skills at their fingertips, it’s no wonder that communications majors are so sought after in workforce.

Next, learn more about this college major such as What is a Communications Major and is it Right for Me? and get more career tips for internships and entry-level jobs such as Tell Me About an Accomplishment That You’re Most Proud Of.

What Is a Communications Specialist?

A fast-paced and exciting career, working in communications is a great way for recent grads to learn about the field of communications while helping companies get their message across effectively. If you’re considering a position as a communications specialist, you might be wondering whether the role might be a good fit for you.

Here are some of the key things you need to know about working in communications.

What is a communications specialist?

Similar to a public relations specialist, a communications specialist is responsible for building and maintaining relationships between the company or brand they represent and the outside world. Depending on their role, communications specialists may also be responsible for managing communications within the organization itself including crafting company-wide newsletters, creating brand awareness programs and getting feedback from employees about the company’s communications strategy.

What does a communications specialist do?

In addition to working on internal communications strategies and branding programs, communications specialists also act as the public face of the brand. Working either with PR specialists or on their own, they are responsible for responding to media requests, crafting press releases and even managing events on behalf of the company.

What are the challenges of working in communications?

Being a communications specialist certainly does come with its share of challenges. These include having to perform “damage control” in any instance where the company gets bad publicity, being able to ensure consistent messaging across all communications materials and generally being able to balance all of the different tasks involved. In addition to these challenges, communications specialists are also sometimes called upon to handle problems with the organization or with external third parties and they must ensure that they keep their cool while always representing the company in the best possible light.

What are the benefits of working in communications?

Although this job definitely has its share of challenges, it also has a lot of benefits. These include establishing great relationships with the public and the media, liaising with thought leaders in one or more fields and and organizing high-profile events that are likely to generate attention for the company. This is a great way to gain exposure to various areas of the communications and media industries, while building a solid reputation and a strong professional network.

What is the typical salary of a communications specialist?

A typical entry-level salary for a communications specialist is around $45,000 with senior communications specialists earning a median salary of $75,000 and directors earning anywhere from $75,000 – $120,000, depending on location and experience.

From handling media requests to working on internal communications for the company, being a communications specialist has a lot to offer recent grads. The best way to find out if being a communications specialist is right for you is to get a hands-on feel for the role by doing an internship.

Next, get more career tips for internships and entry-level jobs such as 3 Ways to Be More Productive at Work and find answers to common interview questions such as What Are You Passionate About?

What is a Social Media Manager?

 If you’re passionate about media trends and spend most of your time on Instagram, Snapchat and Facebook, you may be thinking about turning your love for social media into a career. The good news is that social media is one of the fastest-growing industries around and there are plenty of career opportunities available for those who are passionate about working in this field. A few of the most popular social media jobs include being a digital strategist, a community manager or a social media manager. Although these roles have several things in common, such as understanding how to engage an audience and create positive buzz around a company, if you’re interested in fully developing and managing the voice of a brand, then becoming a social media manager is the role for you.

We recently sat down with Juliette Dallas-Feeney, Senior Social Media Manager at Birchbox, to learn more about what it means to be a social manager and to get some tips on how to do it right.

What does a social media manager do?

A social media manager develops a company’s social media strategy and manages their social channels. This often includes Facebook, Instagram, Twitter, Snapchat, YouTube and Pinterest. In addition to being the voice of a brand, social media managers analyze the results of their campaigns by tracking engagement metrics such as likes, clicks and shares.

What are some of the responsibilities of a social media manager?

The primary responsibilities of social media managers include crafting engaging posts, analyzing campaign performance and communicating with people via the company’s social channels. For example, Juliette’s day-to-day responsibilities include making sure that the company voice is always consistent and that there is a strong community feel across all Birchbox’s social platforms. “I’m leading our entire social media strategy and figuring out how we can combine our marketing messages and make our community fall in love with us,” she explains. Working on those two things in tandem means always being aware of what users are looking for in a brand and being able to deliver that on all channels simultaneously.

What are some of the challenges social media managers face?

Since social media relies heavily on timely, relevant content, staying on top trends can be challenging. It’s what Juliette describes as a “24/7” job because it requires you to know what’s trending on your channels (and in your industry) at all times. One of the other challenges social media managers face is understanding how to use metrics effectively and how to optimize campaigns based on those metrics. But if you’re afraid that these challenges make social media management overwhelming or boring, don’t be. Juliette’s favorite part of her work at Birchbox? “Playing and experimenting all the time,” she says.

As a rapidly growing and changing field, social media is a great career path for those who are excited to uncover new trends and capitalize on them. If this sounds like a job you’d be interesting in taking on, then becoming a social media manager might just be for you.

Next, get more career tips for internships and entry-level jobs such as Top 10 Things You Should Look for In an Internship and find answers to common interview questions such as Why Do You Want to Work Here?

How to Become a Social Media Manager

 If you spend hours crafting your Snapchat story and have an interest in capitalizing on media trends, becoming a social media manager might be the job for you. What is a social media manager? It’s a role that allows you to be the voice of a company on social media, building the brand and the personality of the organization. Sound good? Before you start looking for a social media internship or entry-level job, here’s what you need to know about working in this industry.

What is a social media manager?

A social media manager manages social media accounts for a company. This can include Facebook, Twitter, Instagram, Snapchat and Pinterest. They are responsible for growing and maintaining engagement by posting on different channels, analyzing metrics and optimizing media strategies.

According to Juliette Dallas-Feeney, Senior Social Media Manager at Birchbox, the role is “the perfect combination of storytelling and analytics.” Social media managers are all about engagement, which means that their primary focus is to create social posts that will resonate with audiences across multiple platforms. Day-to-day, this involves staying on top of media trends and making sure that marketing messages are consistent across all channels. Another key part of the role is building a community around a brand.

What skills do you need in order to become a social media manager?

Social media management requires creativity and an analytical brain. The type of person who does best in this role possesses the following skills.

Communication

Crafting engaging posts is a key part of this role. This means writing copy that resonates in the brand voice and adapting that copy to fit different platforms. Whether it’s a tweet or a Facebook post, your writing should appeal to as many users as possible.

Creativity

Being creative and taking chances is also important. “There is a ton of room for experimentation in social media. The key to being successful is trying anything and everything and understanding what sticks,” Juliette explains. This means brainstorming new strategies and testing them out to find the ones with the highest impact.

Analysis

Social media managers also have to be analytical. “You have to understand metrics and be able to see what’s working and what’s not,” Juliette says. This is because social media relies heavily on analytics in order to test different ideas and find the best ways of communicating with users. You’ll also need to have experience with programs like Microsoft Excel and Google Sheets to record and analyze the metrics provided by each of the channels you manage.

Customer Service

Last but not least, social media managers have to be well-versed in customer service. Social media platforms are often the first point of contact for many customers of big brands like Birchbox, so finding ways to address problems and highlight successes is one of the key parts of this role.

Pro Tip: Graphic design is another key skill for social media managers and knowing your way around Photoshop and Canva will make you stand out from the pack. If your design skills could use some help, try taking a free online class at places like Khan Academy or Open Learning.

How do you get started in the industry?

One of the key steps to landing a job in social media is to build your own social media brand. “Having your own social media presence is really important,” Juliette explains. This is something she looks for when hiring new members of her team at Birchbox. Your social accounts will serve as your digital portfolio, showcasing your creativity and communication skills for potential employers. To build your social media brand effectively, make your accounts public and make your voice a mix of professional and fun. Above all, be authentic. This is one of the key tenets of social media and something that companies strive to do when developing and maintaining their brand voice.

Once you’ve established a social media presence, offer to help businesses with their social media accounts. Start small and focus on building a portfolio and tracking success by measuring engagement and growth across platforms. After you have some experience under your belt (and some impressive numbers to share) apply for paid and unpaid internships or freelance projects within the field. These roles will give you the hands-on experience you need to land your first entry-level job, and will help you determine whether a social media job is a good fit for you.

 

Next, get more career tips for internships and entry-level jobs such as How to Answer Top Interview Questions and find answers to common interview questions such as What Gets You Up in the Morning?.

What is a Journalist?

A popular career path for those interested in writing and digital media, journalism offers recent grads the opportunity to learn about all aspects of news-focused writing in areas including politics, travel and lifestyle. If you’re considering becoming a journalist, you might be wondering what this career path entails and whether it could be a good fit for you.

Here are some of the key things you need to know about being a journalist.

What is a journalist?

Working for a newspaper, magazine or news outlet, a journalist is someone who reports on current events by gathering relevant information and then presenting that information to the public. Depending on their specialty, journalists can be writers, TV reporters, photo or video journalists, each using their specific medium to craft engaging stories that resonate with the public while delivering important information.

What does a journalist do?

From covering the latest news at New York Fashion Week to reporting on presidential elections, journalists are responsible for identifying topics that are important to the public and then coming up with well-researched stories on those topics. A broad field that covers many specialist areas — including technology, politics, breaking news, entertainment and lifestyle — journalism is essentially a form of storytelling based on facts and information.

What are the challenges of being a journalist?

A notoriously fast-paced field, journalism definitely has some challenges. These include long hours (after all, news never sleeps), high competition for jobs and a constantly-shifting media landscape that requires journalists to consistently learn about new technologies and new forms of reporting. In addition to these challenges, journalism is also not a very high-paid profession — at least not in the beginning — meaning that journalists often work long hours without much financial reward.

What are the benefits of being a journalist?

Although journalism definitely has its fair share of challenges, it also has a lot of benefits including the excitement of being among the first to know when a big news story is about to break, the potential to travel in order to cover a story and the chance to meet exciting and interesting people from all over the world.

What is a typical salary for a journalist?

A typical entry-level journalist salary is approximately $36,000, with senior reporters typically earning upwards of $70,000 and senior-level editors — such as managing editors and executive editors — earning upwards of $90,000.

An exciting and rapidly evolving field, journalism has a lot to offer recent grads. The best way to find out if being a journalist is right for you is by doing an internship and getting a hands-on feel for the role.

Next, get more career tips for internships and entry-level jobs such as How to Set Great Internship or Job Goals and find answers to common interview questions such as What Motivates You?

What Does a Day in the Life of a Social Media Manager Look Like?

If you’re thinking of becoming a social media manager, you might be wondering what your daily schedule will look like. Will you be spending all day posting on Facebook and Instagram? How much time will you need to dedicate to analytics and reporting? To help you understand the day-to-day experience of working in social media, we decided to break down the tasks social media managers tackle each day, focusing on both the more popular parts of the job and some you might not know too much about.

Here’s what the schedule of a social media manager looks like:

Morning: Checking Channels, Scanning News Sites, Creating Social Posts

Since social media runs on a 24-hour cycle, it’s important for social media managers to be aware of what’s going on with their channels at all times and to be on top of current news trends. “A lot of people think I’m just painting my nails and Snapchatting all day, but there’s so much more to it than that,” explains Juliette Dallas-Feeney, Senior Social Media Manager at Birchbox.

Checking channels

For most social media managers, the day begins with a quick check on what’s going on with all of the company’s social channels. If there are any questions or comments that require immediate responses, these are typically taken care of first thing in the morning.

Scanning news sites

Once all of the company’s channels have been checked and questions answered, social media managers normally scan news sites for breaking news stories or trending topics related to the specific industry the company is a part of.

Creating social posts

Having a handle on the day’s news is especially useful for crafting engaging posts, which is the next item on the agenda and usually wraps up a social media manager’s morning. Although this part of the day usually only takes 2-3 hours it’s one of the most important because this is the part that the brand’s community actually sees.

Afternoon: Analyzing Campaign Performance, Planning, Meetings

With social posts out of the way, social media managers generally spend the afternoon analyzing campaign performance and developing new strategies and campaigns.

Analyzing campaign performance

Tracking campaign performance is one of the keys to ensuring successful outcomes. In order to get a sense of how these campaigns are performing, social media managers use a mix of different analytics tools designed to measure engagement such as likes, shares and clicks. In turn, these factors correlate to website traffic and customer acquisition which directly affect a company’s revenue.

Planning

Strategizing and planning are two of the key areas of any social media job and something that social media managers always focus on. This part of the day generally includes creating content for current social media campaigns or planning out new strategies to test on both existing and emerging platforms.

Meetings

Another key part of a social media manager’s day, and one that often goes hand in hand with planning, is attending meetings. These meetings are generally focused on ensuring that the company’s messages are consistent across all of its channels and that the social media strategy takes into account things like new product launches and company news.

As an innovative and fast-growing industry, social media offers great opportunities to represent a brand. In order to do that well, “It’s important to be able to wear many different hats and be really scrappy,” Juliette explains. By having a clear idea of what to expect in the role, you’ll be able to position yourself to land a job at a great brand like Birchbox. And when you’re ready to prepare for the interview, we have some great interview advice to help you put your best foot forward.

Next, get more career tips for internships and entry-level jobs such as 5 Things You Must Do to Prepare for Your Video Interview and find answers to common interview questions such as Are You Willing to Relocate?

Common Tools for Social Media Managers

If you’ve already found out tips on how to become a social media manager from Birchbox’s Juliette Dallas-Feeney, you know that working with social media involves more than just a knack for posting funny memes. It also requires an understanding of the social media landscape and an analytical mind. Whether you’re applying for a paid or unpaid internship or an entry-level job, there are several tools that can help you measure stats accurately and consistently in the fast-moving world of social media. These tools can also help you maximize engagement across different channels and get the best results for your campaigns.

If you’re thinking about applying for a social media role, familiarizing yourself with these tools will help you demonstrate knowledge of the field during the interview.

Here are some of the most common tools you’ll need when entering this field.

1. Google Analytics

One of the best and easiest ways to track the performance of your social campaigns is Google Analytics. This free analytics service is easy to integrate into any website and offers comprehensive reporting for website traffic, including audience insights and geographic breakdowns of where your traffic is coming from.

Why it’s important: Social media managers use Google Analytics to keep track of which pieces of content are performing well on various social channels and how those channels are driving traffic to their websites. The service (which has a paid component with even more in-depth insights) is one the best ways to stay up-to-date on how your site and social media accounts are performing, making it easy to test different strategies and track results.

2. Hootsuite

One of the most established tools for social media management, Hootsuite makes it easy to create, schedule and track social posts across different platforms. Hootsuite is most commonly used with Facebook, Twitter, Instagram and LinkedIn although it has the ability to connect with a total of 35 social networks. This makes it a one-stop shop for social media management, letting you manage all of your accounts in one place.

Why it’s important: Hootsuite allows you to schedule and analyze your social posts as well as create custom reports that you can use to track campaign performance. In addition to making it easy to see all of your social accounts in one place, the tool also acts a social-listening device, offering you real-time information on trending topics that you can leverage to boost engagement.

3. Facebook Insights

A great tool for any social media manager, Facebook Insights makes it easy to measure things like reach, engagement, clicks and shares. The interface also lets you generate reports for individual time periods so that you can get an accurate idea of trends for a specific month or quarter. As an added bonus, Insights shows you pages similar to yours, making it easy to capitalize on new social trends in your specific field.

Why it’s important: Since Facebook is the single-highest traffic driver for websites across almost every industry, social media managers rely on Facebook insights to understand how audiences are engaging with their content and create strategies for maximizing the impact of their campaigns.

4. Facebook Ads Manager

Facebook Ads Manager is one of the most important tools in any social media manager’s toolbox. This service makes it easy to create, run and track ads on Facebook, ensuring maximum engagement with your target audience.

Why it’s important: Social media managers use Facebook Ads Manager to increase engagement and boost traffic to the company’s website. This can be done by boosting existing posts or creating sponsored ones to engage new users and increase visibility. Best of all, Facebook offers tools to manage spending and track ad performance.

4. Buffer

Like Hootsuite, Buffer is a social media tool that allows you to schedule, publish and analyze posts on multiple social platforms at once. Another freemium service (that offers additional services for a premium fee), this is a wonderful alternative to Hootsuite, offering increased flexibility with scheduling and the ability to manage your social channels from one place. Buffer also has an innovative creative tool that lets you turn quotes into images, driving more engagement to your posts.

Why it’s important: Every expert has their preferred tools and some social media managers prefer Buffer’s interface and analytics tracking platform to the one offered by Hootsuite. The only way to know which one is right for you is to try both and see what fits your needs.

Pro Tip: Since different companies use different scheduling and tracking tools, having in-depth knowledge of several social media management services is likely to impress hiring managers and get you noticed as a serious candidate.

5. TweetDeck

While Hootsuite and Buffer offer a multi-channel solution for social media management, TweetDeck offers a specialist solution specifically for Twitter. This is an awesome tool if you’re focused on your brand’s Twitter presence since it allows you track trends, measure engagement and post from multiple Twitter accounts at once.

Why it’s important: Owned directly by Twitter, TweetDeck offers a seamless way to manage Twitter accounts on a large scale while also providing the most accurate analytics for this channel.

6. Canva

Over the course of the past two years, images have become increasingly important on social media. Posts with images currently drive 94% more traffic than posts without images. As a result, many social media managers are finding themselves learning graphic design with services like Canva.

Why it’s important: Canva takes the guesswork out of creating great graphics by offering templates that are easy to customize and share. It’s also a wonderful first step to learning more complicated design programs like Photoshop and InDesign. Added bonus: Knowing the basics of design will give you an edge over other candidates.

Working in social media involves a unique blend creativity and metrics-driven strategy. In order to maximize the impact of your campaigns, and land a job of your own, it helps to have the best tools at your disposal.

 

Next, get more career tips for internships and entry-level jobs such as How to Take an Exit Interview and find answers to common interview questions such as What Are Your Weaknesses?

How to Be a Successful Social Media Manager

Working in social media requires a mix of creativity, analysis and knowledge of media trends. In fact, according to Birchbox’s Senior Social Media Manager, Juliette Dallas-Feeney, combining these three things effectively is the key to a successful career in social media. “You have to be creative and thoughtful and be able to adapt quickly because it’s such a fast-moving industry,” she explains. The best way to do this is by having in-depth knowledge of your channels and maximizing their potential through the effective use of testing and analytics.

Here are some things to focus on if you want to maximize success.

1. Be an expert on your social channels

Being successful as a social media manager starts with knowing your channels. This means understanding the most effective use of each channel and setting goals that are specific to each one. For example, if Facebook is the biggest traffic driver for your website, knowing what drives engagement on this channel (and how to capitalize on that) should be your main priority.

Pro Tip: Knowing what doesn’t work is just as important as knowing what does work so be sure to keep a close eye on your campaigns and optimize your results by testing.

2. Know what your competitors are doing

As well as being an expert on your own channels, being successful means knowing what others in the space are doing. Are they designing campaigns based on trending news stories or using paid ads in a specific way? Those are both great things to be aware of. Although you don’t need to imitate your competitors, it’s important to understand what they’re doing and why. This will give you a sense of how to streamline your own campaigns and what you should be testing on your channels.

3. Set aggressive but realistic goals

Once you have a full understanding of your channels and your competitors, the next step is setting goals that are aggressive but achievable. In order to do that, it’s important to understand how your channels are performing and to develop goals based on previous performance. For Juliette and the Birchbox team, this means focusing on engagement as their primary goal. “Our main goal is to be engaging as many people as possible every single day,” she explains, emphasizing Birchbox’s interaction their community. Doing so will not only improve your relationship with your existing community but will also help the continued growth of the brand.

4. Use analytics effectively

Few things are as important for optimizing social campaigns as understanding what’s working and why. “There’s a ton of room for experimentation in social media and that’s really key to being successful,” Juliette says. The best way to experiment effectively is by tracking every test you run and using metrics from analytics tools like Google Analytics and Facebook Insights to optimize your campaigns as needed.

5. Learn the basics of graphic design

Although graphic design skills aren’t a “must-have” for a position in social media, having them will definitely help you do your job more effectively, particularly since graphics are becoming increasingly important for engagement. This means using tools like Canva or Buffer to design graphics that can be used across all of your social channels and creating unique memes and gifs to show off your brand’s unique personality.

Although there’s no magic formula for being a successful social media manager, by following these steps you’ll be sure to maximize engagement and increase awareness for your brand.

Next, get more career tips for internships and entry-level jobs such as 5 Things You Must Do to Prepare for Your Video Interview and find answers to common interview questions such as Are You Willing to Relocate?