Get Your Social Media Game On:
Social Media Influencer vs. Content Creator vs. Marketer

People are confused. Businesses are confused. Even those in the social media “industry” are confused. WHAT is the difference? Do you need ALL of these things? HOW do you FIND them? The questions go on and on…
Let’s clear all this up, for once and for all, in simple terms.
So what is a #SocialMediaInfluencer?
An influencer is a person with clout, a person who has created a dedicated following and has influence over her followers. They look to her for trends, advice and/or information. There are two types of influencers: micro and macro.

A micro-influencer is one whose following is relatively small, but is a “concentrated” group of followers. This concentrated group of people all have similar interests, work in similar industries, live in the same region, and/or have some other similarities that they share. Essentially, they’re a group of people that fit within a target demographic type.
A macro-influencer has a large following of people. These followers span different regions, work industries, and interests. Their most common ground is following the influencer.
Choose the type of influencer that is most beneficial to your company.
If you own a a general retail store that sells clothes to men, women and kids, for example, you’d probably want a macro-influencer because they have more reach to different types of people.
But, if you own a financial investment company, for example, you should consider a micro-influencer who has connections with those in that specific industry. Her following will be smaller but more closely aligned with your specific target demographic.
What is a #ContentCreator?
Simply put, a content creator is a person who makes the content that is posted on a social media platform. In large companies, this could be a team of people, from writers to graphic designers.
Essentially, though, whomever does the creating will need to have a direction on the type of content being created. The content will reflect a specific goal, whether that’s an immediate or overall goal of the company. This person may be the one who posts the content, or it could be done by a social media manager (the overall person in charge of executing posts).
What is a #SocialMediaMarketer?

The social media marketer is responsible for the social media marketing campaign(s). They maintain the campaign and oversee its progress. They may also have the responsibility of creating new campaign agendas.
The marketer will also be educated about how specific social media platforms work, as well as how they will benefit your company. Social media platforms change all the time, and the marketer will need to keep up with those changes and implement their strategy accordingly.
Marketers differ from advertisers in that they analyze the statistics behind the campaign. All social media platforms come with their own analysis programs, that are easy for the average user to understand. The marketer, however, goes beyond those and analyzes statistics specific to your company. These social media analytics may not take into account the variables of your business type, but the marketer will.
Marketers will analyze the statistics that are most relevant to your business and the campaign(s) in progress, even if there is not a social media analysis tool created for it. They evaluate the success or failure of campaigns by analyzing the results, and then they recommend the next course of action.

So, who do you hire?
Ideally, your company will be able to hire one of each, but that’s often just not feasible. The majority of businesses across the country are small, local businesses that are independently owned. They do not have the ability to hire multiple people for different departments. The reality is, they are lucky to hire one person.
It’s not often that you find one person who can do ALL of the things listed above, because, well, they require different types of education or skill sets.
Influencers don’t require education, per se, unless they’re in a specific line of work (like the financial expert influencer). What they bring to the table is their charisma, followers and dedicated time.
Content creation itself may require more than one person, as both graphics and writing are important, and those are two different skill sets. A writer is schooled on technical and/or creative writing and is able to use their words to persuade their reader.
Marketers, especially, are very different from all of the rest. While they may be creative people, and may even have a following, they generally have more training/education in statistical analysis and economics. They are able to make numbers more meaningful and useful, for the advantage of the company. This especially comes in handy when your business is up against stiff competitors, and every margin or percentage counts. Another thing marketers bring to the table, usually, is a knowledge of media law and ethics.
Before you hire, decide which skill set is most helpful to you.
Do not just hire the first type of social media “person” you find. What type are they? Are they more creative or more analytical? Do you just need their number of followers, or do you need help breaking out of your financial slump and moving ahead in the market?
Above all, research the person you’re considering. Do they have the ability to bring to the table what you actually need the most?
A Jack-of-all-Trades is a Master-of-None, right?!
Almost always this is true on some level. But, every once in a blue moon, you find someone (or one company) who can truly offer everything you need, for the right price.
I am one of these individuals. I use my left and right brain equally. I’m no Einstein, but I do have a unique ability to switch from one aspect to another, and I have the education and the experience to back that bold claim.

I highly suggest that you question someone — even me! — who tells you that “they do it all.” Verify their skill sets by asking about their education, ask for examples and references. If they take any offense, then they are either hiding something or they are too egocentric for you anyway!
A true expert will always be willing to show proof of their claims, will always be honest about their shortcomings, and will always be dedicated to their work and ongoing education.
