The paid media specialist

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The community manager
Monitoring, listening to and engaging with your social communities are a community manager’s raison d’être. A typical social media community manager is responsible for advocating for a brand’s audience and community on social. This person isn’t just friendly and engaging, they’re also strategic about building an audience.

[Social media community managers] keep things netherlands b2b leads going in the comment section, reach out to superfans, create fan experiences—anything that builds a sense of brand loyalty.
Paula Perez
Community Manager, Oatly
This person is not a customer service representative, but they might connect customer service to community members who have reached out with product or service-related questions or concerns.

Organic and paid social strategies are like two halves of a whole, which is why they can, and should, complement and reinforce each other.

A venn diagram explaining key differences between organic and paid social media. Organic social helps marketers build relationships, drive brand awareness and support social customer care. Paid social helps brands target ideal customers, drive leads and reach new audiences. Both contribute to steady follower growth.
Whether you aim to boost brand awareness, welcome new followers or gather new leads, combining both efforts will deliver optimal results. It is helpful, however, to split organic and paid social media team roles. While your other social media marketers focus on the art of organic content, a teammate that specializes in paid digital media can optimize those efforts further and deepen the business impact of social.

The influencer marketing strategist
The influencer marketing industry is expected to reach $21.2 billion worldwide in 2023. This exponential growth has meant that what was once assumed to be a space for retail brands exclusively now has room for industries of all kinds.