What Does a Social Media Manager Actually Do?

Exploring the Role of a Social Media Manager: Responsibilities, Skills, and Career Pathways

In today’s digital landscape, the significance of social media marketing is undeniable. Recent research from Sprout Social reveals that a staggering 55% of consumers discover new brands through social media platforms. Leveraging this dynamic channel can substantially enhance businesses’ reach and conversions, underlining the pivotal role of a proficient social media manager. Whether you’re contemplating a career as a social media manager or considering hiring one for your team, comprehending the scope of their responsibilities is crucial. In this article, we delve into the multifaceted role of a social media manager, delineate their day-to-day tasks, enumerate essential skills, and provide insights into career progression.

Unveiling the Social Media Manager’s Sphere

1. A Brief Overview of Social Media Marketing

At its core, social media marketing involves utilizing platforms like Facebook, Instagram, TikTok, and Twitter to foster brand recognition, boost sales, and augment website traffic. Employing diverse strategies, businesses connect with potential customers, engage with them, and influence their purchasing decisions. Understanding various marketing channels beyond social media is also essential for a holistic marketing approach.

2. The Role and Responsibilities of a Social Media Manager

As the title suggests, a social media manager takes the reins of a company’s social media marketing endeavors. Operating within a larger marketing team or, in cases where social media constitutes the primary marketing channel, functioning as the entire marketing team, they craft strategies for social media platforms, oversee their execution, and gauge outcomes using analytics. Furthermore, they liaise with clients to align their vision with social media campaigns and ensure their realization.

Day-to-Day Duties of a Social Media Manager

3. Navigating the Landscape of Responsibilities

The extent of tasks handled by a social media manager varies with the organization’s size. In larger setups, they may contribute more to ideation and supervision, whereas in smaller entities, they might be the sole members of the social media team. Key responsibilities encompass:

1. Developing Brand Voice: While not the overarching authority on brand voice, social media managers wield significant influence over how the brand presents itself on social platforms.
2. Crafting and Executing Content Strategy: They curate content, engage with the audience, and facilitate content promotion across various platforms.
3. Visual Content Design: Overseeing or creating visual assets like images and graphics to maintain visual consistency across social channels.
4. Formulating Marketing Campaign Strategies: Leading initiatives such as product launches, influencer collaborations, and novel marketing objectives through social media.
5. Community Management: Actively engaging with and listening to followers, cultivating a strong online community.
6. Analyzing Campaign Performance: Monitoring metrics like link clicks, likes, follower counts, and other quantifiable forms of engagement.
7. Nurturing Brand Partnerships: Collaborating with other brands through activities like advertising campaigns.

Crafting a Social Media Manager Job Description

To gain a deeper insight into the expectations for a social media manager role, a job posting from Uber Eats serves as a practical example. Prospective applicants can gauge the role’s requisites by analyzing such descriptions. Even before applying, researching job ads on platforms like LinkedIn, Indeed, and Glassdoor aids in understanding the role’s nuances and recurring demands.

Essential Proficiencies of a Social Media Manager

4. Skill Set for Success

Thriving in the dynamic and multifaceted realm of social media management necessitates a blend of creative and analytical skills. Several key competencies pivotal to this role include:

1. Creativity: Fostering innovative strategies and constantly exploring novel approaches is fundamental for effective social media management.
2. Design Acumen: Selecting suitable images and graphics demands an understanding of design principles to convey the brand message effectively.
3. Organizational Mastery: Juggling tasks from setting up editorial calendars to maintaining active social channels mandates exceptional organizational skills.
4. Effective Writing and Editing: Proficient copywriting is integral to crafting compelling captions, headlines, and updates that resonate with the audience.
5. Data Analysis Proficiency: Monitoring and analyzing campaign performance data to ensure strategies are yielding desired outcomes.
6. Tech Savviness: Proficiency in utilizing tools like Buffer and Canva enhances efficiency and effectiveness in managing social media.
7. Customer Service Aptitude: Engaging with followers and addressing queries necessitates excellent customer care skills.
8. Adaptability: Rapid shifts in social media trends require the ability to swiftly adapt to new platforms and strategies.
9. Resilience: Managing tight deadlines and navigating potential negative interactions on social media necessitates emotional resilience.
10. Leadership: Overseeing junior team members, establishing processes, and managing multiple projects characterize the leadership facet of the role.

Unveiling Compensation: Social Media Manager Salaries

5. Remuneration Insights

Social media manager salaries exhibit substantial variability, both regionally and globally. Our research yielded the following figures for average U.S. salaries:

• $52,391 (Payscale)
• $55,117 (Glassdoor)
• $47,440 (Indeed)

The culmination of these figures reflects an average annual salary of $51,649. For a comprehensive perspective on social media manager salaries in the U.S. and globally, consult a detailed salary guide.

Forging Your Path to Becoming a Social Media Manager

6. Nurturing Your Journey

Contrary to traditional career paths, social media manager roles often do not necessitate a university degree. Instead, experience takes precedence. If embarking on this journey appeals to you, consider the following steps:

1. Gain Hands-On Experience: Acquiring practical experience through opportunities like managing social media for a family business, building a personal brand, or securing internships contributes to skill development.
2. Harness Online Resources: Utilize informative blogs like Buffer, Social Media Examiner, and Hootsuite, and follow industry experts on platforms like Twitter. Comprehensive online resources from platforms like HubSpot can further enrich your understanding.
3. Pursue Courses and Certifications: Online courses, like those offered by platforms such as Coursera and LinkedIn Learning, provide structured learning avenues. Consider relevant certifications to bolster your credentials.

Key Insights to Take Away

7. Navigating the Social Media Manager Role

In the realm of social media management, a blend of creativity, analytical prowess, and resilience is pivotal for success. Social media managers shape brand identity, engage with audiences, and orchestrate strategies across diverse platforms. Although a formal degree is not mandatory, substantial experience is indispensable. If this dynamic role resonates with you, consider immersing yourself by following experts, enrolling in courses, and gaining hands-on experience. The journey to becoming a proficient social media manager entails constant learning, adaptation, and strategic finesse.