Over the past several years, social media has shifted away from being "just" an engagement platform. Today, it's a critical part of digital marketing strategies. Most customers (51%) use social media platforms to search for information about products or services. (For example: searching for "Italian restaurant near me" or "hotel in New York City."*)

In response, the role of a "social media manager" has evolved and expanded. It's always been part of a social manager's job to craft compelling content. But there's now more pressure than ever to increase brand discoverability and convert users across the board.

Below, we'll dive into the key challenges social managers face today - and what steps to take to make sure your social management is helping your brand stay visible in a crowded market.