Social Media Manager = Many Hats.

Sircle-Social Media Manager

When a brand hires Sircle Media (or any external agency for that matter) to manage their social media strategy, they are staffing for a role that is really made up of a lot of little micro roles. You would think it is about fans and followers, or content creation and messaging, but it really is about much more. Success comes from finding ways to wear all of the necessary hats, really listening to each client’s specific pain/pleasure points and then delivering for them.

I teach my team to be comfortable with their strengths and weaknesses. The beauty of an agency is that we have a team and they don’t need to go it alone. Their job is to be the goalkeeper and serve the client’s interests and advocate for their needs. There are areas of focus they need to execute upon, to keep them pleased (or at bay) and then there are areas they will need to employ the help of others. I count on them to know the difference and to always be an advocate for their clients at all touch points.

As the one protecting the client, they are like a parent making sure they get the things their children/loved ones desperately need to survive.  It is like providing food, water, sleep etc.  Part of that is defined by the agency up front, BUT much of that is defined by the client on a day to day basis. Not every brand is looking for the same things and most have some sort of strange idiosyncrasies that need to be paid close attention to. We need to know their hot buttons and then execute accordingly.

We have outlined 5 areas of focus for a SMM over our years in business-


We’re all about Four Seasons style customer service first and foremost. This is one area that is fully in our control and it is mission critical to deliver above and beyond expectations. Most agencies provide lackluster focus in this arena, which leads to brands becoming accustomed to and expecting subpar service. We aim to be the anti-agency in this regard.

We believe:

  • Proactive is better than reactive.
  • Be professional, courteous and super positive in all client interactions.
  • Employ a “can do attitude” and “service with a smile” approach.


This is deeply rooted in content and visual representation for their brand. They are looking to their Social Media Manager to have an eye for creative and to keep their ear to the grindstone so to speak, on trends and social network evolvement. Here is where having photographers, graphic designers and even videographers on staff is a real differentiator.  A scrappy Social Media Manager can do quite a bit, but they can only take things so far. To stick the landing on truly solid content, these experts really make a difference.


We are being hired in a “junior” role, for most companies, but we are expected to be the most knowledgeable in the area of how to use social media for business.  So it is our duty to know the what, when, how and even the where to get answers for the client.  We need to be the resource for knowledge on all things social and there is just so much to know. School is always in session.


This is the daily management of social media for a client. The proactive (outgoing content) as well as the reactive (how should we handle all kind of community feedback and chatter) management each week. Should we just LIKE when someone mentions us?  When and where should we take that deeper?  Some clients care a lot about UGC, while others do not. Some want to respond to every single interaction and others want to pick and choose. This is the heavy lifting component of social media. We consider this the “blocking and tackling” part of the game – super important, but under appreciated.


When prospects are thinking about hiring us, they often look to fan and follower counts as the metrics for success. We find that once we are on the team, these metrics get thrown out and replaced with more important ones for that brand. It is mission critical to sit with each client and to really get to know which ones really matter and we have found, they can differ drastically from client to client.

A lot of pressure is put on the role of Social Media or Community Manager (whether hired internally or externally) and to succeed you have to balance all of these areas well, each day/week/month. It is about so much more than statuses and tweets and those who truly get that, ultimately win.

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Social Media Manager = Full Time Role(s)

Sircle-SMMI think brands vastly underestimate how much work goes into social media management. I would argue it is not just a full time role, it requires multiple skill sets and is very hard to do through one individual. An effective Social Media Manager needs to know how to create assets via photoshop and/or a camera, how to write well, both in short and long form, how to implement digital strategy AND have the business acumen to understand how to bring this all together for the brand. Very few people possess all of these skill sets.

We created Sircle Media, primarily to solve this pain point.  When we started in 2012, this was a major problem for most brands and I would argue it has become even more so as time has gone on.  As the landscape changes at a torrid pace, the requirements only increase and the argument for the agency model becomes stronger and stronger.  We realize most brands feel that someone internally and “on staff” needs to handle social media for their company. We work hard to toe the line and provide agency prowess and support with an internal employee mindset.  This is the formula that wins.

We put together this video to help explain it a bit further. Check it out!


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Sircle Media’s Newest Member: Dianna Falzarano

We are so pleased to welcome Dianna Falzarano to our family and we know she will be an instant hit with our clients.  Dianna brings both fashion and PR experience to the team and will no doubt be a great help in sourcing influencers for our client’s products and services. We sat down to get to know her a little better and this is what we found out:

dianna fWhat is your name- Dianna Falzarano

What made you get into social media? I enjoy posting and following my favorite brands, designers, actors, actresses etc on all social media platforms.  So I kind of thought what if I was the person on the other side? Social media is changing everyday and I feel that now is the best time to get into the industry and learn more about it.  I can evolve while social media evolves too. Now that I’ve landed this job at Sircle it’s such an exciting start for me.  I can’t wait to show people my personality and creativity through my work with clients.

Where were you born? Bethpage, NY at Mid Island Hospital

How old are you? I am 23 years old

What is your favorite color and why? I love aqua and turquoise.  It is the color of my room at home and reminds me of the beach and summer.  It is also a great accessory color!

Best comedy film of all time?  Wedding Crashers hands down.

What was the last thing you listened to on your ipod? I don’t care (I love it) by Icona Pop.  I probably have played it 100 times this week.


One celebrity you would take on a date and why? May seem a little strange, but Jennifer Aniston.  Everyone knows I am weirdly obsessed with her (I only drink smart water).  I would love to sit down with her for hours! She has a simple, but sexy style and her body is amazing! 

If you were on a deserted island what 3 items would you need (no electronics allowed)? Is it a sunny island? I would need my tanning oil, a brush, and a bag of rips candies.  With those I am set!

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Sircle Media’s Newest Member: Kyle Susmin

The Sircle continues-to grow! We recently hired a fine young gentleman (we think…) named Kyle Susmin to join the Sircle to help us on our quest to make our clients more social. Kyle is our newest Social Media Manager and he will be tasked with manning our client’s accounts to help them communicate with their customers. His heart is in film and video and he is a big believer in that form of content to carry meaningful messages.

Kyle had done some internship work with us in the past and when the opportunity arose, we both jumped to make the relationship a permanent one. He is a great addition to the squad and will be a tremendous help to our many clients. Keep an eye out for this guy, he is sure to have a big impact on everything we do.


We sat down with him to ask a few questions and get to know him better:

Where were you born?  Connecticut 

How old are you? 24 and loving it!

What is your favorite color and why? Blue. Always has been

Best comedy film of all time?  Way too many to choose just one: The Girl Next Door, Liar Liar, Shallow Hal, the list goes on and on

What was the last song you listened to on your IPod? 1901 – Phoenix

One celebrity you would take on a date? Natalie Portman hands down.  She has a wholesome cuteness and seems like she has a great sense of humor.



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