Social Media Manager Job Description: Top Duties and Qualifications

Last updated: November 14, 2022


A Social Media Manager, or Community Manager, oversees a company’s interactions with the public through implementing content strategies on social media platforms. Their duties include analyzing engagement data, identifying trends in customer interactions and planning digital campaigns to build community online.

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Social Media Manager duties and responsibilities

The Social Media Manager’s job focuses on increasing brand awareness through the effective use of social media outlets. A Social Media Manager is tasked with several key duties, such as: 

  • Using social media marketing tools to create and maintain the company’s brand
  • Working with marketing professionals to develop social media marketing campaigns
  • Interacting with customers and other stakeholders via the company’s social media accounts
  • Analyzing the company’s digital marketing plan and social media strategy and identifying strategic weaknesses and making recommendations for improvements
  • Researching social media trends and informing management of changes that are relevant to the company’s marketing activities 
  • Setting key performance indicators (KPIs) for social media campaigns, such as targets for a certain number of shares or likes and measuring a campaign’s performance against the KPIs 
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What does a Social Media Manager do?

Social Media Manager can work for digital marketing agencies or as part of an in-house marketing team to cultivate a social media following and promote the company’s brand. They use posts, comments and replies to engage with their audience and develop a relatable company voice. Social Media Managers can delegate content creation tasks to other employees and study which aspects of their campaigns result in the highest engagement and conversions. They also monitor online posts that mention the company so they can mediate the impact of negative reviews and share positive testimonials with their current following to strengthen customer relationships.

Illustration of person holding phone with social icons coming out of it. Text reads: "Sample social media manager responsibilities:Develop campaigns across channels,Monitor hashtags and trends,Report on analytics,Interact with customers and prospects"

Social Media Manager skills and qualifications

The ideal applicant for this position has suitable skills, including: 

  • Social media: The ability to use social media to maintain or build a brand is necessary to be a Social Media Manager. These professionals are expected to regularly post text, video and images that engage the company’s target market, follow online conversations on a company’s social media accounts and solve customer concerns using social media platforms. 
  • Communication: Great verbal and written communication skills are essential for this occupation. A Social Media Manager must interact with writers, designers, developers and customers and report to senior management personnel. As good communicators, these professionals must identify social media events such as an interesting hashtag or a sensitive topic and share appropriate content that aligns with the company’s social media strategy.  
  • Creativity: Crafting engaging content is an important skill for a Social Media Manager. These professionals must constantly align content with customer trends and market changes to interest and engage people. 
  • Technology: Computer skills, skills in using social media platforms and skills in using tools that analyze social media platforms are requirements for this position. A Social Media Manager must use digital technologies to meet the goals of social media campaigns. 
  • Research: Skills in learning social media trends, identifying new social media tools and finding real-time online conversations are necessary for this position. Social Media Managers must have an understanding of the trends and techniques of social media as well as the company’s online presence to effectively handle social media marketing. 
  • Time management: The skill of organizing tasks to meet deadlines is essential for this professional role. Social Media Managers work according to schedules and must meet marketing and business goals.  

Social Media Manager Salary Expectations

A Social Media Manager makes an average of $44,757 per year. Salary may depend on level of experience, education and the geographical location.  

Social Media Manager education and training requirements

A bachelor’s degree in internet marketing, journalism or a related field is usually expected for this mid-level position. Work experience of one or two years in sales, advertising, customer service or public relations can demonstrate that a candidate has the practical training needed to meet the challenges of this position and the marketing industry. 

Social Media Manager experience requirements

A Social Media Manager is expected to be experienced in using social media for marketing purposes. Internship or volunteering activities in writing, social media marketing and leadership can demonstrate that a candidate has gained the expertise needed for this position.    

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Frequently asked questions about Social Media Managers


What are the traits of a good Social Media Manager?

Good Social Media Managers are digitally literate and enjoy learning about new technological and internet trends. They are friendly and sociable, applying these characteristics to the posts and responses they submit on the corporate social media pages. They combine creativity and analytical thinking when carrying out their work and are willing to take chances to develop a unique and compelling brand voice. Successful Social Media Managers enjoy working in a fast-paced environment and have the wit and humor to quickly respond to comments and engage their audience with interesting content by posting up to several times a day.


What is the difference between a Social Media Manager and a Digital Marketer?

Social Media Managers focus exclusively on social media channels like Twitter, Facebook, Instagram and Pinterest while Digital Marketers use all kinds of online marketing methods. Digital Marketers can use social media as part of their overall strategy but also work with overall web analytics and may deal with other marketing techniques such as search engine optimization, email campaigns and paid online ads. Social Media Managers specialize in engaging users authentically on social media, performing outreach by developing a personality for the company just like how individuals cultivate an image on their personal social media pages.


What are the daily duties of a Social Media Manager?

Social Media Managers spend most of their time online either making posts themselves or collaborating with Social Media Specialists and Interns to coordinate cross-platform campaigns. They schedule posts, respond to comments and browse review looking for content to address. They look at other business and personal profiles to get ideas about referential content they could produce through image, video and text posts. They may host live stream events to actively engage their audience and provide highly interactive entertainment directly to their audience. They use social media metrics to determine the impact of their efforts and report back to company leadership.


What should you look for on a Social Media Manager's resume?

Separate serious candidates from the rest of the applications by looking for resumes that include either personal social media information or examples of past corporate accounts. Strong candidates can show their social media aptitude by including links or QR codes on their resume as a social media portfolio. Additional experience in content marketing, blogging and website basic profile coding can also be beneficial for a Social Media Manager.

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