What Does a Social Media Manager Do: Roles and Responsibilities

Social media has become an integral part of our lives. From connecting with friends and family to discovering new products and services, social media platforms have transformed the way we interact with the world.

As technology advances, the demand for skilled social media managers continues to grow in popularity.

A social media manager, often referred to as an SMM, is responsible for boosting an organisation's presence on social media.

This multifaceted role involves various tasks, including both the brand’s objectives and the dynamics of various social media platforms.

Although there are entry-level opportunities for social media managers, an understanding of graphic design and the different types of platforms are two well-respected skills in this sector.

Working in social media marketing is a dynamic and exciting career choice, however, it comes with its unique set of challenges and demands.

Here’s a glimpse into what it’s like working in social media marketing.

Social media managers begin by crafting a well-defined social media strategy aligned with the organisation's goals. This includes identifying target audiences, setting objectives and choosing the most appropriate platforms for engagement.

For example, optimising LinkedIn, Instagram, Facebook, TikTok and Twitter channels to ensure they achieve the most reach.

This stage of the process is particularly important, as it helps to identify the core audience and their problems. It could be that you are a computer software repair shop, and your main audience is males aged 35-60.

As a result of this market research, you can adjust your content so that it resonates with your audience, leading to more sales.

One of the central tasks of a social media manager is creating and curating content. This includes writing engaging posts, creating eye-catching visuals, and often incorporating multimedia elements like videos and infographics.

Social media algorithms are constantly changing, so skills such as problem-solving and the ability to work under pressure are a must.

Whether it’s working on monthly campaigns or staying up to date with the latest TikTok trends, those who work in social media will understand what type of content works with their brand and audience.

Ultimately, this aspect of the role is an ongoing process and can often take months to refine.

There are a wide range of social media scheduling platforms available such as Zoho Social, Hootesuite and Later. However, each organisation will use a different platform depending on their preferences.

Similarly, Canva is a widely known graphic design platform, yet many social media managers will use Adobe Express.

As a social media manager, community management is a core aspect of the role.

This includes engaging effectively with followers, addressing their queries and nurturing conversations to foster a sense of trust and loyalty. People want to feel as if they are part of a community where they are understood, so this is where a social media manager provides a sense of safety and security.

As a result, community management allows social media managers to swiftly address issues, mitigate potential crises and gather valuable insights into customer sentiment, preferences, and pain points, which can inform strategic decisions and enhance a brand’s overall online presence.

Sometimes, this can include working with social media influencers on paid collaborations.

Once you’ve scheduled and created the content, the next stage is to analyse the performance of your campaigns.

This can include tracking metrics such as engagement rates, reach and conversion rates to refine strategies and provide regular reports to management.

Many social media managers can relate to the frustration of working hard on a campaign that they thought would perform well, only for it to flop. Understanding your audience and their needs is an essential aspect of the role, ensuring you can produce content that resonates with them.

Often, this means testing different variations of content to outline which performs best and has the highest conversion rate.

Working in social media can be appealing for a variety of reasons, including the opportunity for creative expression, global reach, and strong career progression.

Additionally, many social media roles can be performed remotely, giving individuals the flexibility to work from anywhere. This makes this sector particularly appealing to those who value work-life balance.

However, it’s important to note that the social media sector can also be challenging, requiring adaptability as platforms and algorithms frequently change.

Nonetheless, this career pathway is a great opportunity for all levels, including those who are just starting out and those who are seniors.

If you’re looking for a career in social media, then you can take advantage of the free resources on Tech Talent Engine, including taking a skills quiz, access learning resources and our unique job search function.