Last updated: January 2026
In this article: What They Do | Skills Required | Salary | Tools | Career Path | How to Get Started | FAQs
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Social media managers are responsible for building and maintaining a brand’s presence across social platforms. They create content, engage with audiences, analyze performance data, and develop strategies to grow followers and drive business results. It’s a role that combines creativity, analytics, and communication skills.
If you’re considering a career in social media management, here’s what you need to know about the role, required skills, salary expectations, and how to break into the field.
What Does a Social Media Manager Do?
“The short answer: a lot!” says Suzanne Samin, social media editor at Romper, where she manages Facebook, Instagram, Twitter, Pinterest, and Snapchat accounts.
Social media managers are responsible for curating a brand’s social channels. Core responsibilities include:
- Content creation – Developing posts, videos, graphics, and stories for social platforms
- Community management – Monitoring, moderating, and responding to audience comments and messages
- Strategy development – Planning content calendars and campaigns aligned with business goals
- Analytics and reporting – Tracking performance metrics and adjusting strategy based on data
- Brand partnerships – Managing collaborations with other brands and influencers
- Paid social – Creating and managing promoted posts and social advertising
- Trend monitoring – Staying current with platform changes, features, and viral content
“I track how much traffic is driven to Romper via social media and note what content is performing best, so the editorial team can use those analytics to grow the site’s audience,” Samin explains.
Platforms Social Media Managers Work With
- Instagram – Feed posts, Stories, Reels, shopping features
- TikTok – Short-form video content, trends, sounds
- Facebook – Pages, Groups, Marketplace, advertising
- LinkedIn – B2B content, thought leadership, company pages
- X (Twitter) – Real-time engagement, news, customer service
- YouTube – Long-form video, Shorts, community posts
- Pinterest – Visual discovery, product pins, idea pins
- Threads – Text-based conversations, community building
Skills Required for Social Media Managers
Technical Skills
- Platform expertise – Deep knowledge of how each social platform works, including algorithms and best practices
- Content creation – Writing, basic graphic design, video editing
- Analytics – Interpreting data from platform insights and third-party tools
- Paid social advertising – Creating and optimizing ad campaigns
- SEO fundamentals – Understanding how social content supports search visibility
- Basic HTML/design tools – Canva, Adobe Creative Suite, or similar
Soft Skills
- Communication – Clear, engaging writing adapted for different platforms and audiences
- Creativity – Developing fresh content ideas and jumping on trends
- Thick skin – Handling criticism, trolls, and negative feedback professionally
- Organization – Managing content calendars, multiple platforms, and deadlines
- Adaptability – Pivoting quickly when platforms change or crises emerge
- Brand awareness – Maintaining consistent voice and messaging
“You should know Facebook, Twitter, and Instagram like the back of your hand,” says Vince Buscemi, director of digital communications and social media at McDaniel College. “You also need to understand how each platform differs to maximize them all.”
And being a “master-level GIF hunter” never hurts, adds Samin.
Social Media Manager Salary
Social media manager salaries vary based on experience, location, company size, and industry:
| Experience Level | Salary Range |
|---|---|
| Entry-Level (0-2 years) | $40,000 – $55,000 |
| Mid-Level (3-5 years) | $55,000 – $80,000 |
| Senior (6+ years) | $80,000 – $120,000 |
| Director/Head of Social | $100,000 – $150,000+ |
| Freelance | $50 – $150/hour |
Factors affecting salary:
- Location – Major metros (NYC, LA, SF) pay significantly more
- Industry – Tech, finance, and entertainment typically pay higher
- Company size – Enterprise companies often have larger budgets
- Scope of role – Managing paid social and larger teams commands higher pay
Social Media Management Tools
Social media managers rely on various tools to work efficiently across platforms:
Scheduling and Publishing
- Sprout Social – Enterprise-level scheduling, analytics, and social listening
- Hootsuite – Multi-platform scheduling and team collaboration
- Buffer – Simple scheduling for small teams
- Later – Visual planning, especially for Instagram
- Sprinklr – Enterprise social media management
Analytics
- Native platform analytics – Instagram Insights, Facebook Analytics, etc.
- Google Analytics – Tracking social traffic to websites
- Brandwatch – Social listening and sentiment analysis
Content Creation
- Canva – Graphics, templates, and simple video editing
- Adobe Creative Suite – Professional design and video tools
- CapCut – Video editing, especially for TikTok and Reels
- Figma – Collaborative design
Career Path and Advancement
Typical Progression
| Level | Titles | Experience |
|---|---|---|
| Entry | Social Media Coordinator, Social Media Specialist | 0-2 years |
| Mid | Social Media Manager, Community Manager | 2-5 years |
| Senior | Senior Social Media Manager, Social Media Strategist | 5-8 years |
| Leadership | Director of Social Media, Head of Social, VP of Social | 8+ years |
Similar Roles
Jobs with overlapping responsibilities include:
- Social Media Specialist
- Community Manager
- Digital Communications Specialist
- Content Manager
- Social Media Strategist
- Influencer Marketing Manager
Who Do Social Media Managers Report To?
Reporting structure varies by organization:
- Large corporations – Head of communications, marketing director, or CMO
- Small companies/startups – May report directly to the CEO or founder
- Media companies – Managing editor or editorial director
- Agencies – Account director or agency leadership
- Freelance – Direct to clients
Emerging Trends in Social Media Management
Short-Form Video Dominance
Platforms like TikTok, Instagram Reels, and YouTube Shorts have made short-form video essential. Social media managers must be comfortable creating and curating engaging video content.
AI-Powered Tools
AI is transforming social media management—from content generation and caption writing to predictive analytics and chatbots. Understanding how to leverage AI tools while maintaining authentic brand voice is increasingly important.
Social Commerce
Shopping features on Instagram, TikTok, and Pinterest mean social media managers often play a direct role in driving revenue, not just awareness.
Privacy and Ethics
Social media managers must navigate privacy regulations (GDPR, CCPA), handle user data responsibly, and maintain transparency around sponsored content and partnerships.
How to Become a Social Media Manager
Education
A bachelor’s degree in marketing, communications, journalism, or public relations can help, but it’s not required. What matters most is demonstrable social media expertise.
Build Your Personal Brand
“You might not think your intimate knowledge of Facebook, Snapchat, or Twitter is a marketable skill,” says Samin, “but it absolutely is.”
Consider your personal social profiles as your portfolio. Demonstrate your skills by:
- Growing an engaged following on one or more platforms
- Creating high-quality content consistently
- Showing you understand different platform strategies
- Engaging authentically with your community
Gain Experience
- Internships – Social media internships at agencies, brands, or media companies
- Freelance work – Manage social for small businesses or local organizations
- Volunteer – Run social for nonprofits or community groups
- Side projects – Build niche accounts to demonstrate your skills
Get Certified
Certifications can boost credibility:
- Meta Blueprint Certification
- Google Analytics Certification
- Hootsuite Social Marketing Certification
- HubSpot Social Media Certification
What Gets You Ahead
To advance as a social media manager, focus on:
- Staying on top of emerging trends and platform changes
- Developing strong analytics and reporting skills
- Building expertise in paid social advertising
- Learning video production and editing
- Understanding how social ties fit into a broader marketing strategy
Frequently Asked Questions
What does a social media manager do?
A social media manager creates and curates content for a brand’s social channels, engages with the audience, monitors analytics, develops strategy, and manages paid social campaigns. They’re responsible for building and maintaining a brand’s presence across platforms like Instagram, TikTok, Facebook, LinkedIn, and X.
What skills do social media managers need?
Key skills include platform expertise, content creation (writing, design, video), interpreting analytics, community management, knowledge of paid advertising, and strong communication. Soft skills like creativity, adaptability, organization, and the ability to handle criticism are equally important.
How much do social media managers make?
Entry-level social media managers earn $40,000–$55,000 annually. Mid-level managers make $55,000–$80,000, while senior managers and directors can earn $80,000–$150,000+. Freelance rates range from $50–$150 per hou,r depending on experience and project scope.
Is a social media manager a good career?
Yes, for people who enjoy creativity, staying current with trends, and engaging with audiences. The field offers good job growth, competitive salaries, and opportunities across virtually every industry. However, it can be demanding—requiring constant learning and sometimes dealing with negative feedback or crises.
Do I need a degree to be a social media manager?
A degree isn’t required, though backgrounds in marketing, communications, or journalism are common. What matters most is demonstrable social media expertise—whether through personal accounts, freelance work, or internships. A strong portfolio of social content often matters more than formal credentials.
What tools do social media managers use?
Common tools include scheduling platforms (Sprout Social, Hootsuite, Buffer), analytics tools (native platform insights, Google Analytics), content creation apps (Canva, Adobe Creative Suite, CapCut), and social listening tools (Brandwatch, Sprinklr).
What’s the difference between a social media manager and a social media specialist?
Social media specialists typically focus on execution—creating content, scheduling posts, and monitoring channels. Social media managers have broader responsibilities, including strategy development, analytics, team management, and often budget oversight. Specialist roles are often more entry-level.
How important is video content for social media managers?
Extremely important. Short-form video (TikTok, Reels, Shorts) dominates social algorithms and engagement. Social media managers need to be comfortable creating, editing, and curating video content—even if they work with dedicated video teams on larger productions.
How can I get experience as a social media manager?
Start by building your own social presence and portfolio. Offer to manage social media for small businesses, nonprofits, or local organizations. Pursue internships at agencies or brands. Create niche accounts that demonstrate your ability to grow and engage an audience.
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