How To Become a Social Media Manager

Social media has become a ubiquitous part of our lives. From the very young to the old, everyone uses it to connect with friends and family across the globe. They share pictures and videos with each other, and send messages that are sometimes funny, sometimes supportive. Social networks such as Facebook, Instagram, and Twitter have been growing at a fast rate in the past decade. This is because they provide a platform for individuals to connect with their peers and share their views and ideas with limited restriction. These social media platforms also allow companies to reach out to their audience through advertising campaigns and other marketing tools.

Social media marketing is a branch of digital marketing that has become a powerful tool for brands and enterprises to reach their audiences in the form of social media marketing. As social media becomes a bigger part of marketing, an increasing number of individuals are considering it a potential career.  This is where Social Media Managers come in.  They are the individuals responsible for a company’s social media marketing efforts and include both paid and organic campaigns.  The responsibilities of a Social Media Manager may also fall under different job titles such as digital marketing manager – more on that later, though, when we discuss the different career paths in social media.

Social Media Marketing Programs

What do Social Media Managers Do Exactly?

A lot of things actually! But they have to have some core skills that they use to perform their duties well.  A social media manager does not just write a post and publish it on Facebook or Instagram, although that’s likely to be a part of their daily duties. 

Social Media Managers create their company’s social media strategy, oversee the company’s online presence, and support the company’s social media marketing efforts.  They also create strategies to engage customers so that they can increase brand awareness and drive demand to their product or service.  And they will often develop and share deep insights into what is happening in their industry and division through monitoring trends and making sense of data.

What Skills Do You Need to Have as a Social Media Manager?

Because social media managers are in charge of the various social media outlets for their organization, they must be well-versed in the different media platforms.  More specifically, they should have knowledge of Facebook, Twitter, Instagram, YouTube, LinkedIn, etc. When utilizing these different platforms, social media managers should have the following:

• Ability to clearly communicate their message and in different tones.  
• Ability to organize content into appropriate groups or channels on social media sites that are aligned with your target audience
• Knowledge about content promotion strategies for different platforms that are aligned with your audience and interest base is also important.
• Knowledge of different tracking metrics and how to measure success of social campaigns.

Educational Path to Becoming a Social Media Manager

Aspiring social media managers often hold degrees in fields such as marketing, journalism, or communications. These disciplines provide a strong foundation in creating compelling content, understanding audience preferences, and developing effective promotional strategies.

Gaining hands-on experience is crucial for developing the necessary skills and showcasing your abilities to potential employers. Internships and entry-level positions, such as social media coordinator, social media associate, marketing assistant, and social media analyst, are excellent opportunities to gain practical experience and build your professional network.

While formal education and experience are essential, earning industry-specific certifications and completing relevant courses can further enhance your expertise and credibility. For example, the Meta Social Media Marketing Professional Certificate on Coursera offers comprehensive training in social media management, covering platform-specific best practices, content creation, and analytics.

Tips on Getting a Job as a Social Media Manager

When it comes to landing a job in this field, there are some steps that you can take to increase your chances of landing an interview for a social media manager job. Aspiring social media marketers can take these tips and use them to give them an edge in this competitive field:

Building a Strong Personal Brand and Online Presence

As a social media manager, building a personal brand and showcasing your skills and expertise is crucial for establishing credibility and attracting potential employers. A professional online presence demonstrates your ability to manage and grow an audience, create engaging content, and stay abreast of industry trends.

To create an engaging and professional online presence, consider the following tips: maintain a consistent visual identity across platforms, share high-quality content relevant to your target audience, engage with your followers by responding to comments and messages, and showcase your work through a portfolio or case studies.

Staying updated on industry news and changes in social media algorithms is essential for adapting your strategies and maintaining a competitive edge. Regularly reading industry publications, following thought leaders, and participating in online forums can help you stay informed and continually refine your skills as a social media manager.

Post Content on a Consistent Basis

Consistently create and post content on your social media pages.  Consistency is key to staying relevant within your networks.

Develop The Skills That Social Media Managers Need

Successful social media managers possess a diverse skill set that enables them to create engaging content, manage multiple accounts effectively, and adapt to new platforms and strategies. Among the essential skills are:

Strong communication and writing skills: Crafting compelling and error-free content is crucial for engaging audiences and promoting brand messages. Clear and concise communication is also necessary for collaborating with team members and reporting results to stakeholders.

Familiarity with social media management tools and analytics: Using tools such as Hootsuite, Buffer, or Sprout Social can streamline content scheduling, monitoring, and engagement. Analytics platforms like Google Analytics help track performance and inform data-driven decisions.

Content creation and graphic design: Eye-catching visuals and shareable content enhance brand visibility and audience engagement. Proficiency in design software like Adobe Creative Suite or Canva is valuable for creating captivating graphics and visuals.

Organizational skills for managing multiple accounts effectively: Juggling various social media accounts and campaigns requires strong organizational and time management skills to ensure timely and consistent posting.

Adaptability to new social media platforms and strategies: Staying agile in the ever-changing social media landscape is crucial for staying ahead of competitors and reaching new audiences. Embrace emerging platforms and adapt strategies as needed.

Data analysis and reporting for measuring campaign success: Analyzing and interpreting data from social media campaigns helps determine their effectiveness and informs future strategies. Clear and concise reporting of these insights is essential for communicating results to stakeholders.

Networking and Professional Development

Establishing connections and continuously learning are essential aspects of a successful social media manager’s career. The following strategies can help foster professional growth and development:

Connecting with professionals in the field: Building relationships with other social media managers and experts in the industry can provide valuable insights, advice, and potential job opportunities. Engage in online communities, forums, and social media groups to connect with peers and share experiences.

Attending industry events: Conferences, workshops, and seminars offer opportunities for learning, networking, and staying informed about trends and best practices. Events like Social Media Week, Content Marketing World, and Digital Summit can provide inspiration and connections to help advance your career.

Staying informed about legal and ethical guidelines for social media marketing: As a social media manager, it’s essential to be aware of legal and ethical guidelines, such as copyright laws, privacy regulations, and platform-specific rules. Regularly review these guidelines and ensure that your social media strategies adhere to them, protecting your reputation and your employer’s brand.

Social Media Career Paths

As the role of social media managers has evolved, new career paths for them have emerged.  A career in social media management can lead to many different career paths with a variety of positions and employers. You can work as a marketing communications manager, account executive, social media strategist, digital marketing specialist, paid acquisition manager, advertising specialist, or digital media planner.  Each path offers its own benefits and challenges with regards to responsibilities, career opportunities, salary and work hours.

Entry Level

Entry-level social media managers are able to build their skillset and experience over time. It will help them improve their credibility and earn the respect of other team members.  The primary focus of an entry level manager is to manage account growth and engagement on social media platforms like Facebook, Twitter, Instagram, etc. Entry level managers should also be familiar with the process of creating content for these platforms.

Mid-Level

A mid-level manager managing a company’s social media usually manages multiple social media accounts for a company or individual. They’re usually required to engage their audience, develop engaging content strategies, and perform brand monitoring. They are responsible for keeping these accounts up-to-date, posting content on time, and managing any backlash that might arise because of their actions.

Senior-Level

A senior-level manager in social media usually relinquishes many of the tasks and responsibilities listed above to a team of digital markers or other roles.  You might also be responsible for developing and managing a social media or marketing team.  Any of the responsibilities might fall in the lap of the most senior-level social media manager:

• Develop partnerships with major influencers
• Manage and allocate budget and resources for social media campaigns
• Develop a campaign vision/strategy with corresponding metrics to measure success
• Develop a monthly marketing calendar that includes both business-facing as well as customer facing activities
• Engage with influencers on behalf of the company
• Identify new opportunities to increase brand awareness

Companies Hiring Social Media Managers

Companies in industries ranging from tech to healthcare hire social media managers.  As long as a company has an online presence, companies will need someone to manage their social media accounts.  The opportunities are endless and since social media is here to stay, there’s likely never to be a lack of job opportunities. 

Path to Social Media Management Success

Social media is here to stay! Social media marketing is a great (and important) way for businesses to grow their customer base and establish a name in the marketplace. To be successful, it requires time and dedication. There are too many channels that have to be monitored, and there are many tasks that need to be done on a daily basis. That’s why having social media manager is a crucial for any company with a social media presence. And these roles will continue to be needed as company’s remain in the social media sphere.

Throughout this article, we’ve explored the essential steps to becoming a successful social media manager: understanding the role and its responsibilities, obtaining relevant education and experience, building a strong personal brand, developing key skills, and engaging in professional networking and development. Continuous learning and adaptability are vital in the ever-evolving landscape of social media, ensuring you stay at the forefront of industry trends and best practices. For more resources on education, career paths, and professional development, visit Pathways to Advancement.