It’s important that the SMM manager is well acquainted with the target audience of the artist’s social media and knows how to communicate with them — respond to comments, neutralize negative reactions from subscribers, and increase their activity on social media. The SMM manager is the artist’s eyes and ears on social media. If the SMM manager knows the artist’s interests beyond music and has an idea of their preferred aesthetics, graphics and color schemes, such a specialist is invaluable.