What Does a Social Media Manager Do?

Social media managers craft and curate content, monitor social channels and analyze social media analytics to drive strategy, growth and share their brand's voice and identity. They also stay on top of trends, manage community interactions and often oversee paid social media campaigns. This role requires a mix of creativity, analytical skills and a deep understanding of various social media platforms. The hats social managers wear are ever-changing. With that in mind, we're here to share what social managers do and how to build your social media marketing career.

Breaking into social media marketing takes a mix of creativity, strategy and hands-on experience. While there’s no single path into the industry, there are key steps that can help you stand out and build a strong foundation.

1. Build Core Skills

Develop both creative and analytical abilities. Social media marketers need to understand content creation (copywriting, video editing, design), platform best practices and performance analytics. Familiarity with paid ads, reporting tools and content planning platforms is a major plus.

2. Get Hands-On Experience

Experience matters more than titles. Start by managing your own social channels, freelancing, completing internships or supporting a small business. Building a portfolio of real work, campaigns, analytics reports or content calendars, will strengthen your applications.

3. Learn the Platforms Inside and Out

Each platform operates differently. Understanding TikTok trends, Instagram content formats, LinkedIn strategy or YouTube optimization gives you a competitive edge. Stay up to date with algorithm changes and emerging features.

4. Build Your Personal Brand

Your social presence can act as your resume. Share industry insights, experiment with content and demonstrate your understanding of engagement and storytelling. Employers often look at how candidates show up online.

5. Network Strategically

Connect with other marketers on LinkedIn, attend webinars, join online communities and schedule informational interviews. Many social roles are filled through referrals and relationships.

6. Stay Curious and Keep Learning

Social media evolves quickly. Take online courses, earn certifications and stay informed through newsletters, industry blogs and trend reports. Continuous learning is essential for long-term success.

A social media manager is a marketing professional responsible for building and maintaining a brand’s presence across social platforms. They develop strategy, create and publish content, manage community engagement and analyze performance to drive growth.

Beyond posting, social media managers shape a brand’s voice, monitor trends, collaborate with internal teams and use data to refine campaigns. They sit at the intersection of creativity and analytics — turning content into measurable business results.

A social media manager is responsible for developing a social media strategy and executing social campaigns. They're also responsible for developing, honing and managing a brand's voice and identity on social media. As mentioned, no two social media managers will have the same responsibilities, so no two days will look the same for a many social media managers. The role is dynamic and requires context switching, which is part of the appeal for most social media managers.

However, the tasks typically executed by a social media manager include:

• Copywriting.
• Graphic design.
• Producing, shooting and editing video.
• Producing, shooting and editing photos.
• Curating content.
• Managing relationships with influencers, creators and brand ambassadors.
• Content planning.
• Content strategy is often in collaboration with a larger marketing team.
• Community management is often in collaboration with customer service and sales teams.
• Analyzing and reporting on content performance.
• Staying updated on industry trends and news.

Becoming a successful social media manager requires a mix of creative talent, strategic thinking and analytical skills.

Strong content skills are essential including copywriting, basic design, video editing and storytelling.
Platform knowledge is equally important, from understanding algorithms to staying ahead of trends.
Analytical ability helps you interpret performance metrics and optimize strategy.
Communication and collaboration skills are key, since social managers often work cross-functionally with marketing, sales and customer service teams.

While a degree in marketing or communications can help, hands-on experience, through internships, freelance work or managing your own channels, is often just as valuable. Adaptability and curiosity are what truly set great social managers apart.

All businesses can benefit from a social media manager, extending the role beyond industry boundaries. Whether you're interested in working for a business-to-consumer (B2C) company, business-to-business (B2B) enterprise or exploring freelance opportunities, social media management offers diverse career paths. 

With the breadth of tasks needed to succeed in social media beyond content creation and posting, like auditing and researching, brands also build social teams based on specialties. 

For example, if you’re terrific at filming and editing content, you might consider freelancing as a content creator or applying to content production roles. Other companies structure their teams based on platforms, so if you have a deep understanding of TikTok, you might be hired to solely manage a TikTok account. The opportunities in social media are endless when businesses see the potential of this marketing channel. 

Embarking on a career in social media requires strategic planning and a proactive approach. Here are some essential tips to help you get started and excel in the industry:

Build Your Professional Brand on Social

Showcase your skills and expertise by curating an impressive social media presence. Share valuable content, engage with industry influencers, and demonstrate your knowledge to establish yourself as a go-to professional.

Network On and Offline

Engage with professionals in the social media industry by attending virtual webinars or conferences, following the marketers behind your favorite brands on LinkedIn, and having coffee chats both on and offline. Building meaningful connections can open doors to exciting opportunities and help you stay updated on the latest trends.

Take Advantage of Free Courses

Leverage the abundance of online resources and free social media marketing courses available to enhance your skills. Platforms like HubSpot Academy and Google Digital Garage offer valuable courses and certifications that can bolster your credentials.

Browse Job Openings

Regularly explore job boards, company websites and their social accounts and professional networking platforms to discover social media management positions. LinkedIn, Indeed, and specialized marketing job boards, like Link in Bio from Rachel Karten, can be great places to start your search.

Stay on Top of Industry Trends

Social media is an ever-evolving landscape. Stay informed about the latest platform updates, algorithm changes and emerging trends in the industry. Subscribe to reputable blogs, follow industry leaders on social media and participate in relevant online communities to stay ahead of the curve.

Dash Social is a leading social media management software designed to streamline and optimize your social media strategy. From content planning, publishing posts and analyzing performance, Dash Social empowers social media managers to drive results efficiently. Its intuitive interface and powerful tools make it an indispensable asset for managing multiple social media platforms, analyzing data and discovering insights that help you maximize your social media ROI.

How much do social media managers make?

Social media manager salaries can vary based on experience, location and industry. On average, social media managers earn a salary range of $50,000 to $75,000 per year.

‍What skills should a social marketer have?  

Successful social media marketers possess a combination of creative, analytical, and communication skills. They should have expertise in social media platforms, content creation, community management, data analysis and staying up to date with the latest industry trends from TikTok Trends to popular Instagram Reels songs.

What are some role titles to seek out?

Social media coordinator, community manager, social media specialist, social media strategist and digital marketing manager are some common role titles associated with social media management positions.