“Being on the same page as my clients and keeping them happy is my top priority”


Every few months a new social media platform rises from the ashes just as fast as a past behemoth disappears. A new update from Facebook can drastically influence a strategy you’ve been implementing for months. And a single comment from a user can send your business into crisis mode.

Who’s the hero we all rely on when Twitter decides to introduce new features, or a new viral trend people over the age of 30 will only find out about 2 months later?

A social media manager.

From being in charge of your strategy and managing multiple campaigns of Facebook, Twitter and Instagram, social media managers are an important component of any and every marketing team.

But what does a social media manager actually work?

We caught up with Nthabiseng Kgafela, a social media specialist and founder of Ninety5 Digital, to find out about the inner world of a social media manager.


  1. How do you usually start your day?

First thing I do when I wake up is go on social media, even set my alarm earlier so that I can browse on my phone before getting out of bed.


  1. What’s the best way you come up with content?

Firstly I establish the relevant audience, who am I speaking to, what do they want to hear, how to they communicate. Secondly, I make sure I always have content and I’m up to date with any content they’d like to share i.e. a content calendar is my best friend.


  1. How do you manage clients?

Organize my clients accounts sometimes even set up their accounts from scratch

I schedule posts in advance, meaning I plan my content, I don’t just post

I conduct a competitor analysis and audience research before and during projects

Make client collaboration and approval easier by communicating efficiently and effectively with my clients, being on the same page as my clients and keeping them happy is my top priority.

Set clear goals for myself and for my clients.


  1. What is success for you when managing a client’s accounts?

Seeing progress and results. I track performance of posts through analytics, when a post has good engagement, impressions, clicks/views and reach I feel like my job is done, most importantly when a client gets a return on investment from social media.


  1. What has been your biggest social media failure?

Not reaching a desired audience.


  1. What is the best part of your day as a social media manager?

Every time I check performance and I see progress and growth.


  1. How do you check and stay on top of the latest updates, innovations, and new platforms in social media?

I have subscribed to marketing related sites like BizCommunity, I follow accounts and blogs that share content about innovation, marketing trends, and anything else related to marketing. I do online courses as well just to challenge my mind.


  1. How do you get your clients to stand out in their industries?

I usually do a competitor analysis just to see what other brands are doing, what we can do different, what we can offer that other brands don’t offer.


  1. How do you talk budget with the client?

Firstly it depends on the scale of the project/job required, the bigger the job the bigger the budget and secondly the duration of the project/job will determine how much money will be spent.


  1. What is the most important thing a social media manager should be doing?

I actually have quite a few things. Keeping up with trends on social media, understanding your audience, understanding what your client wants, knowing when to post and when not to post, understanding social media algorithms as well as constantly checking performance so you can see what can be improved.


If you’re curious about what else goes into the life of a social media manager, comment below with your questions for Nthabiseng Kgafela to answer.


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