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What Does a Social Media Manager Do?

by Steven Brown

As a social media Manager, you’ll be a creative force behind your company’s marketing campaigns. Your job is to develop strategies, oversee campaign execution and track campaign results.

Social media managers often work for digital marketing agencies or as part of a larger in-house team. They develop content that attracts followers and cultivates a brand voice that’s relatable to their audience.

Job description

Depending on the company, the social media Manager’s duties may include creating and distributing content, researching trends in the industry or on the web, and responding to questions and complaints from followers. They’ll also use analytics and data to measure results of their work.

Often working with the business owner, product managers and influencers, they collaborate on developing a social media plan to ensure brand identity and messaging are consistent across all platforms. They also monitor social media channels all day long, staying on top of trending content formats and hashtags.

They also manage content on a daily basis by posting photos and social media videos, writing captions and blogs and editing copy, often with the help of other marketing team members. They’re responsible for generating ideas and campaigns to increase engagement (likes, comments, shares) on all social platforms.

Education and training requirements

Social media managers are responsible for planning, creating and implementing an organisation’s social marketing campaigns. This involves developing a strategy, conducting research and monitoring social media platforms.

To get started in this career, consider a bachelor’s degree in a subject related to marketing or business. Alternatively, take a short course in digital advertising or social media management to build the necessary skills and gain experience.

Aside from a college degree, certifications in these areas are also helpful to show employers that you have the skills and commitment to stay up-to-date with the industry’s changing trends.

Time management: This is important as these professionals may work for multiple clients and are often expected to post and monitor a variety of social media platforms.

Customer service: A strong customer service skill helps these professionals communicate effectively with their audiences and respond to questions or complaints.

A visual eye is a must as these professionals must create content that reflects the brand or client’s image. This includes using creative and compelling images, videos and graphics to boost an organization’s online presence.

Work environment

The work environment for a social media manager varies depending on the organization. Most often, they work in the marketing department of a company and collaborate with PR and marketing teammates on social media campaigns.

Using data, they develop social media marketing campaigns that align with the goals of the company. They also monitor campaign performance, engage with followers across platforms, and maintain relationships with influencers.

Rinde explains that as a social media manager, she has to break through silos within her company’s marketing division by working with business partners in communications, compliance, and operations. She is also responsible for vendor selection and ongoing management of tools used by the social media team.

Typically, social media managers have a bachelor’s degree in advertising or communication and experience in social media marketing or a related field. They often begin as a junior social media manager and then move into senior roles with a broader digital communications remit.


The salary of a social media manager can vary greatly depending on a number of factors. Some of these include geographic market, industry, experience level, and education.

A social media manager who has just begun their career will earn a lower salary than those with several years of experience. As they gain experience, they can expect to increase their annual salary.

According to PayScale, entry-level social media managers have an average base pay of $40,000 annually. On top of that, they can receive an annual bonus.

A social media manager who has several years of experience can earn an average salary of $67,000 per year. They can also expect to receive a variety of benefits and commissions.

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