What does a Social Media Manager do?
Social Media Managers are digital marketing professionals who build, maintain, and advance a brand’s social media presence. This often includes crafting campaigns around the brand or a specific product or feature launch. Strategies may also include paid advertising, SEO initiatives, social media posts and creative approaches to asset creation and engagement.
For these strategies to work, Social Media Managers typically need to have a strong understanding of how social media works and on which brand platforms the brand’s audience can be found. Successful Social Media Managers are usually up to date on social media trends and know how to create and distribute messaging that resonates and converts.
Social Media Manager skills and qualifications
Social Media Managers often have a combination of technical skills and soft skills to interact with followers and create effective campaigns. Candidates who are adaptable, self-motivated and passionate about online communication are often successful in social media roles.
Some core Social Media Manager skills and qualifications include:
- Comprehensive understanding of top social media platforms
- In-depth knowledge of search engine optimization (SEO)
- Familiarity with different types of social media content
- Ability to create targeted audiences and conduct A/B testing
- Proficient with social media management tools, such as reposting apps and scheduling utilities
- Self-starter with ability to take initiative
- Strong verbal and written communication skills
- Collaborative spirit and understanding of how to work with and delegate tasks to team members
Social Media Manager experience requirements
Successful Social Media Managers often have previous experience working on digital marketing or social media specifically. Hands-on experience creating content, monitoring social media feeds, creating ad campaigns, interpreting analytics and guiding contractors through asset creation can be helpful.
Some Social Media Manager applicants may not have worked in management previously but still have experience in related positions. For example, prior work as a Social Media Intern, Content Writer, Digital Marketing Manager or SEO Specialist can all help build the skills needed for this position.
Social Media Manager education and training requirements
Although some employers may prefer a bachelor’s degree in a related field, consider skills-first hiring for your Social Media Manager roles. With this hiring method, employers consider demonstrated skills and practical experience over formal education or years of experience alone.
Strong candidates often have experience creating content, running paid and organic campaigns and tracking performance across platforms. You might prioritize applicants who’ve worked in roles like Social Media Specialist, Content Creator or Digital Marketing Coordinator and can demonstrate real-world results.
Some applicants may choose to demonstrate expertise via popular social media certifications. The National Institute for Social Media’s Social Media Strategist Certification and Hootsuite Academy’s Social Media Marketing Certification are two common certifications.
Social Media Manager salary expectations
According to Indeed, the average salary for a Social Media Manager is $62,547 per year. Salaries may fluctuate based on factors like location, employer size and candidate experience.
Social Media Manager salary expectations
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Common salary:
62460.22 YEARLY -
Typical salaries range from
17000.00 -135000.00 YEARLY - Find more information on Indeed Salaries
*Indeed data –
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Social Media Manager job description FAQS
Who do Social Media Managers report to?
Social Media Managers often report to a senior marketing department employee, such as a Chief of Marketing Officer (CMO) or Director of Marketing. Larger companies may have a Head of Digital Marketing who oversees all marketing employees. In smaller companies, Social Media Managers work side by side with other marketing professionals and report directly to the CEO.
Who typically hires a Social Media Manager?
Many companies hire a dedicated Social Media Manager to run their branding and social media marketing endeavors. Small businesses and start-ups who don’t need or want a full-time social media team may choose to bring in a Freelancer or Independent Contractor who specializes in social media management.
Ad and marketing agencies may have their own Social Media Manager on staff who runs multiple client campaigns simultaneously.
What is the difference between a Social Media Manager and a Digital Marketer?
Social Media Managers focus exclusively on the social media aspects of a brand’s marketing strategy. Digital Marketers take a broader approach, utilizing social media channels as well as search engine optimization, email marketing, paid ads and content marketing. Social Media Managers and Digital Marketers often work side by side, or a Social Media Manager may work under a Director of Digital Marketing.
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