Author: Franz Malten Buemann

We often hear the terms “leaders” and “managers” used interchangeably. However, there are key differences in how each operates.

In this article, we’ll dive into what those differences are and how you can leverage each one within an organization.

What’s most interesting is that every leader has likely taken on a managerial role. However, not every manager has been a leader.
This is because someone typically steps into a manager role when there’s a need within your organization. Anyone who can meet those needs will succeed as a manager.
However, a leader requires a different skill set and can emerge naturally at any point in an organization’s growth – in fact, a leader doesn’t need a title that specifies it.
Let’s break down the key differences below.
Vision vs. Execution
As a leader, you are responsible for setting the vision. This means the ability to see beyond where you currently are and imagine a future that goes beyond expectations.
Meanwhile, a manager will focus on executing that vision and figuring out the key processes to get there.
Leaders are able to see the big picture and develop a strategy for how to get there, whereas managers typically break down those goals into smaller, actionable tasks.
People vs. Processes
Another key distinction between leaders and managers is that leaders focus on people while managers focus on processes.
Leaders are there to inspire, motivate, and nurture the people they work with, often regarded as mentors to those they lead. To do so, they invest a lot of time in understanding their employees’ passions and values.
After all, that’s what’s going to ensure the success of the company.
Managers look at the processes that will deliver the desired outcomes based on business objectives. While they do pay attention to the people, that’s often not their main priority.

Leadership vs. Management Skills
Leadership skills are typically more soft skills-based, whereas management skills tend to be more hard or technical skills.
Common leadership skills include decision-making, communication, relationship building, and strategic thinking.
Top management skills include:

Planning and budgeting
Task allocation
Creativity
Problem-solving

Leadership vs. Management Characteristics
Both leadership and management involve setting a direction for others to follow.
However, leaders typically have more of a long-term vision while managers focus on the here-and-now.
Leaders also need to be able to build relationships and trust with their team, whereas managers may not need as strong of relationships since they are focused on task execution.
Characteristics of leaders include:

Identifying and nurturing talent.
Pushing the envelope of what is possible.
Taking calculated risks.
Championing employees.

On the other hand, some common management characteristics include:

Maintaining the status quo.
Detecting and addressing inefficiencies.
Mitigating risks.
Getting the job done.

Leadership vs. Management Examples
Let’s say you’re a project manager at an advertising agency.
Your daily tasks might involve overseeing client projects, delegating tasks to your team, and ensuring that deadlines are met.
Meanwhile, the agency owner might be focused on bringing in new clients, working on long-term strategy, and building relationships with other businesses.
Both roles have overlap in their responsibilities and skills. However, their priorities differ greatly.
If you think too long-term, you’ll never figure out what it takes today to get there. If you think too short-term, you’ll lack the big picture that tells you what you’re working toward.
There’s often the implication that leadership is better than management. The truth is, every organization needs a good balance of both to thrive.

One of the most tried-and-true social media strategies is to build a content calendar around celebrations, events, and holidays. This is especially the case for UK-based gifting company Letterbox Gifts. They’re a women-led business that aims to make sending gifts to friends & family easy and enjoyable, offering a range of curated and hand-wrapped gifts from independent producers.Letterbox Gifts co-founders, Eleanor and Michelle.With so many gifting occasions throughout the year, their social media marketing revolves around celebrating each giving moment, big and small. Their robust calendar of events unlocks a regular heartbeat of content ideas, promotions, and new customers. We spoke to Eleanor Bagust, co-founder of Letterbox Gifts, about how they use Buffer to plan and schedule their social content throughout the year so that they never miss an opportunity.We have been using Buffer for a number of years and it’s been an invaluable resource to our social media strategy and how we communicate with our customers. One of the most important features we use is Buffer’s social media calendar. We have communications planned for those key dates like Mother’s Day, Father’s Day, and also for smaller celebration days that we like to recognize such as Employee Appreciation Day or even National Hugging Day!Letterbox Gifts use Buffer to plan out their content calendarAs you can see, the Letterbox Gifts social calendar is packed with quality content. How do they keep it up? It’s thanks to a collaborative process and a disciplined planning approach.Buffer’s publishing queue allows us to get our plans and ideas ‘down on paper’ so to speak, so we can visualize our feeds, and use the drafts & editor functions to ensure we have a consistent voice and style behind our posts. We have multiple staff members upload and add content to all our social media feeds in one place, which makes life a lot easier than managing each social platform individually.Instagram is one of their key channels for building brand awareness and driving sales around gifting occasions. But when you have multiple people adding content, it’s important that everyone has visibility into upcoming content.The ability to preview upcoming Instagram posts in the grid is one of our favourite Buffer features. It allows us to make sure it looks great and that it’s diverse and not overly repetitive, especially when the posts are added by more than one person.Letterbox Gifts use Buffer to preview their Instagram content.Aside from planning ahead and using Buffer to manage their content, we asked Eleanor to share some tips for anyone looking to build marketing campaigns around holidays and events.Tip 1: Get the timing right. “Social media marketing is largely about the build-up to the event; there’s no point in marketing on the day of the event, as it will probably be too late for customers to purchase in time. That being said, nobody wants to hear about Christmas in the middle of June. For most occasions, around a month before is a good time to push the bulk of the marketing campaign.”Tip 2: Repurpose existing products and campaigns. “Think about how can you market existing products for upcoming occasions, whether it’s taking a picture or video of a product in a Christmas setting for a Christmas campaign or renaming a suitable product to sound romantic for Valentine’s Day. You don’t necessarily have to invest in lots of seasonal stock for holiday marketing.”Tip 3: Be respectful of your entire audience. “Be sensitive around holiday campaigns, and avoid referring to relatives as ‘your’ to prevent upsetting people who may find special occasions difficult. For example, instead of saying ‘This is the perfect gift for your Mum’ use language such as ‘This is the perfect gift for the special women in your life’.”Tip 4: Get creative with product staging. “Staging scenes such as parties with your products and using videos and reels on social media to showcase these are a fun and creative way to generate interest around your brand for upcoming occasions.”Creative product staging makes content more visually appealing.Ready to create a calendar full of occasion-based social media campaigns? Buffer has a range of plans, including a free plan, to help you get started. Learn more about Buffer’s publishing and planning features.

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