The Roles and Responsibilities of a Social Media Manager

Suppose you want your brand to connect with your audience and achieve success today. In that case, it’s crucial that you not only have a social media presence but also an active one that effectively engages your target audience and followers.

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But managing your brand’s social media accounts isn’t as simple as scheduling some ads and a meme or two.

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It’s got to be more strategic than that and, most importantly, it’s got to be left in the capable hands of a social media management expert. The big brands, those with the most successful social media accounts, owe their success to professional social media managers.

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So, if you’re wondering what these social media managers do on a daily basis and why they’re so important to your brand’s success, then today’s blog has the insight you need!

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Keep reading to learn about the roles and responsibilities of a social media manager and why, if your brand doesn’t have one, you need one of these special people on your team!

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The Key Duties of a Social Media Manager

So, now that you’re aware of just how crucial managing your socials is to not just your social media marketing success but your overall online presence, let’s go over what a good social media manager does for your brand:

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In no particular order, here are the tasks that make up a day in the life of a successful social media manager:

1. Content Creation

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Content creation refers to the creation of any graphics, copy, or videos that a brand posts on social media.

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A social media manager will develop (either through a creative team or their own talents) a winning content strategy; a balanced mix of engaging and relevant content in the formats their target audience likes best that also aligns with their brand’s tone of voice and company goals.

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This could include text, interactive polls, quizzes, images, videos, and infographics. Whatever a brand wants to post, their social media manager will ensure that their social media activity is consistent, on-brand, and visually appealing across all social media platforms.

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2. Scheduling

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A social media manager will also keep up a good cadence of social media posts to strike that perfect balance between “not enough” and “argh, too much!”

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This typically involves utilizing social media management tools such as Agorapulse, HubSpot, or Buffer to plan and schedule posts in advance, adhering to a content calendar. A social media manager will know how to coordinate the timing of their brand’s posts for best results and to maximize engagement and reach.

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3. Engaging with Followers

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Social media is a two-way street, and a good social media manager will know this!

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If you’ve ever messaged a brand through any of their social media accounts, the answer you received was more than likely from a social media manager. It’s their job to respond to comments, messages, and any mentions from other brands or individuals.

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This consistency and responsiveness work wonders in building relationships with followers by responding promptly and actively participating in conversations. Remember, an active and engaged following is one that happily likes, shares, and reposts a brand’s content. So, count on a good social media manager to utilize their audience to amplify awareness and create valuable assets in the form of user-generated content.

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4. Social Listening

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Part of a social media manager's job is also to monitor various social media channels for mentions of the brand, its closest competitors, and to stay up-to-date on any changes in industry or social media trends.

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This social listening is especially important because it can help a brand identify opportunities for engagement, seize chances, and address any potential issues before they escalate.

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The data they collect from social listening also gives a brand’s marketing department valuable insight into things like audience sentiment and feedback to guide strategy and make sure their efforts are resonating as intended.

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5. Managing Ads

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A big part of any social media marketing strategy is taking advantage of the targeted ads that each platform can provide you.

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A good social media manager can create and manage a successful social media ad campaign. 

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They’ll oversee every aspect of these campaigns, from ad creation to optimizing ad performance by adjusting targeting, design, and budget, and interpreting analytics to track the performance of each campaign, ensuring it delivers the ROI it should.

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6. Building Strategy

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Another huge role of a social media manager is to develop a social media strategy that not only aligns with their company’s overall marketing goals but is tailor-made to reach and resonate with their target audience.

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It’s a big job, but a social media manager is a marketing expert who can determine the right goals, stay up-to-date with the latest social media trends, understand their target audience, and identify the key metrics to track and measure the success of their strategies.

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7. Monitoring Analytics

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Once a social media manager has developed their strategy, they will also be responsible for tracking all data and analytics to determine its effectiveness.

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They’ll use analytical tools to track key metrics like engagement, reach, and conversions and provide regular reports detailing any trends and use their knowledge to provide insight and recommendations to optimize their social media strategy to get the best possible outcomes.

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This monitoring and adjusting is crucial to keep your social media presence fresh and ensure it’s helping to meet business goals.

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The Importance of Social Media Managers for Business

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Before we start, however, let’s go over what social media management is and why it’s so important to your business that you need to hire an entire person to take care of it.

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Social media management is your brand’s process of creating, captioning, scheduling, analyzing, and engaging with content and users on your different social media platforms like Facebook, Instagram, TikTok, X, and more.

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It’s critically important because the way a brand manages its social media has a direct impact on its online presence and how effective any social media campaigns and digital marketing, and communication can be through those channels.

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Skills Required for Social Media Management

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So, what kind of skills would this special person need to be able to handle a social media manager’s job description?

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Here are just a few:

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• Content Creation — Creating engaging posts, graphics, and videos is crucial for capturing your audience's attention and maintaining their interest.
• Excellent Communication — Strong written and verbal skills are necessary to write messages clearly and effectively, ensuring they resonate as intended.
• Analytics — Social media managers should know how to track and analyze performance metrics to understand the success of campaigns.
• Creativity — Innovative thinking is a must for developing unique content and strategies that stand out in your followers' busy feeds.
• Strategic Planning — Developing and executing the kind of winning social media strategies that stay aligned with business goals.
• SEO Knowledge — Understanding search engine optimization helps social media managers boost their content visibility and reach.
• Community Management — Engaging with your online community and managing relationships is a significant part of the job, and it is what builds a loyal and active audience.
• Project Management — Handling multiple campaigns and meeting deadlines require strong organizational skills. And good time management.
• Technical Savvy — Familiarity with various social media platforms and tools is essential for effectively and efficiently managing campaigns.
• Adaptability — Quickly adjusting to trends and best practices is essential for keeping your social media relevant, fresh, and effective.

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Where to Hire a Social Media Manager

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It’s a busy job, but someone’s gotta do it! 

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So, if you’re not that someone and you need to add a social media manager to your team, you’re probably wondering where you can hire one.

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We’ll help you out:

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Online Job Boards

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Online job boards and marketplaces are full of professionals looking for employment, social media managers. 

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To find a suitable candidate, either post a job description on these platforms or browse through different profiles until you see a candidate that suits you. 

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Here are some popular platforms to start your search:

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• LinkedIn — A professional networking site where you can post job listings, search for candidates, and view profiles that include work history, endorsements, and recommendations. LinkedIn also offers advanced search features to help you find the ideal candidate based on specific skills and experience you're looking for.
• Indeed — A job search engine that collects job listings from various sources. Employers can post jobs and access a vast database of resumes. Indeed offers tools for screening and managing applications, making it easier to find qualified candidates.
• Glassdoor — Known for its company reviews and salary information, Glassdoor also features job listings. It allows employers to post jobs and provides insights into potential candidates' expectations and company culture fit. You can also manage and respond to applications directly through the platform.
• Upwork — A freelancing platform where you can find freelance social media managers. You can post job listings, invite specific freelancers to apply, and browse profiles that showcase their skills, experience, and client feedback. Upwork also facilitates project management and payment processes.
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Freelance Platforms

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You can also try freelance platforms like Toptal, MarketerHire, or PeoplePerHour. 

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These platforms come with the benefit of knowing that all the social media managers in their network have been fully vetted and have all of the necessary skills and experience you’re looking for in a new hire.

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Just be sure to check out their pricing to ensure their services fit your budget and that you’re prepared to provide project management or creative direction, as this may not be available to you.

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Networking or Hiring Events

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Sometimes it takes a little networking and some referrals to find the right candidate. 

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Spread the word that your brand is seeking a skilled social media manager and let your contacts do the asking for you. You might be surprised at the high-quality applicants floating around, just waiting for an opportunity.

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You can also attend hiring events. 

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This is particularly useful because you’ll be able to meet candidates face-to-face, see their resumes, and ask them the questions you need to assess their knowledge and see for yourself if they’re the right fit, skill-wise and personality-wise, for your brand.

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How Much Do Social Media Managers Make?

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Social media managers wear a lot of hats, and their salaries reflect that.

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On average, in-house social media managers in the US can expect to earn between $55,000 and $75,000 annually, depending on experience, industry, location, and individual company. Entry-level roles may start around $45,000, while senior or lead positions—especially in larger companies or agencies—can climb to $90,000+.

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Not all social media managers are in-house, however. Freelance and contract roles are also common and those rates vary, with some seasoned social media managers charging between $50–$150 an hour depending on their niche, platform expertise, or included services like content creation or ad management.

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Many employers also offer bonuses, profit sharing, flexible work arrangements, and perks like continued education budgets or wellness stipends, especially if the role includes strategy and paid ads.

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What Are the Growth Prospects of a Social Media Manager Career?

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There’s never been a better time to build a career in social media—yes, even with AI in the picture.

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Social media managers have plenty of room to grow. As you gain experience, you can move into roles like:

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• Senior Social Media Manager – overseeing larger strategies and bigger teams
• Social Media Strategist – focusing on long-term planning and campaign development
• Content Director or Head of Social – managing entire content departments
• Marketing Director or VP of Marketing – expanding into broader brand and growth strategy
• Creative Director – leading all brand communication, including social
  
  

They can also branch out into consulting, training, or even starting your own agency. The versatility of the role makes it a solid launchpad for a wide range of creative and strategic marketing careers.

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And what about AI?

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AI tools are certainly making things easier— there are tools for scheduling, content ideas, basic reporting, etc. —but they’re not replacing human strategists. Great social media managers offer creative judgment, brand voice mastery, real-time cultural awareness, and authentic community building — all things AI can’t replace.

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Instead of being replaced, the best SMMs are learning how to work with AI, using it to speed up production and free up time for the higher-level strategic work that really moves the needle.

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Bottom line? Social media managers aren’t going anywhere—if anything, their value is only going up.

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Or Your Search Might Already Be Over

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Or you can end your search right now.

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No, seriously.

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Designity is made up of the top 3% of all of the ridiculously talented creatives that apply each year, meaning that our creative pool is made up of the cream of the crop in social media management and all of the fields that support it, like graphic design, video production, copywriting, GIF animation, and more.

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Plus, each Designity account provides you with a designated Creative Director, a strategy, marketing, and design expert who will help you source a team for content creation, aid you in your social media strategies, and help you reach your goals in 2024 and beyond.

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And all for much less than you’d pay in salary and benefits for a permanent hire.

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If partnering with Designity to enhance your social media efforts sounds like a good plan, why not click here to schedule a demo call? We’ll get you started with a two-week, no-obligation trial, so you can see for yourself the benefits of adding Designity to your social media team.

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Are you ready to transform your social media presence?