What does a social media manager do?
A social media manager is responsible for managing an organization’s social media accounts. The social media manager uses advanced knowledge to promote a brand and engage customers. A social media manager may have the following responsibilities:
Identify the target market and create social media content on each platform that reaches this market
Monitor and respond to customer and consumer engagements with social media platforms
Track and report social media engagement and trends
Stay current on trending topics to increase engagement and user conversion
Monitor social media ads and adjust creatives and content as needed
Average salary
Social media managers may work on a full-time, part-time or contractual basis. The number of hours worked and the number of social media accounts managed will dictate the expected salary of a social media manager. For the most up-to-date salary information from Indeed, click on the salary link.
Common salary in the U.S.: $40,000+ per year
Some salaries range from: $40,000 to $100,000 per year.
Social media manager requirements
Becoming a social media manager requires communication and technology skills. Depending on the role, some education and certifications may also be useful.
Education
While you may be able to become a social media manager with a high school degree and dedicated social media training, many hiring managers prefer at least a bachelor’s degree. Related industries include advertising, psychology and creative writing. Taking classes like mathematics and marketing may also be useful. If possible, an internship that involves social media can be a great way to begin developing the experience that you will need later.
Training
Most social media managers are experienced in each of the social media platforms. Many online courses allow you to self-train to learn the different features of each platform. You can also volunteer to manage local nonprofits and charities to learn important skills. Some social media managers work directly with the marketing coordinator or marketing manager to better understand the expected social voice and requirements of the organization.
Certifications
Certifications are not usually a requirement for a social media manager, but they can be useful. The following certifications are available as a social media manager:
Hootsuite Social Marketing Certification
The Hootsuite Social Marketing Certification is ideal for social media managers who use Hootsuite to create and schedule posts across different social media platforms. To earn the certification, you must successfully pass the 60-question exam. The Hootsuite Social Media Certification does not expire.
HubSpot Academy Social Media Certification
The social media certification through HubSpot is ideal for social media managers who use HubSpot in their daily roles. This certification is free and requires the successful completion of eight lesson plans and the exam.
Facebook Blueprint
Facebook Blueprint offers two certifications: the Certified Planning Professional and the Certified Buying Professional certifications. The first certification is ideal for social managers who use Facebook for planning strategy, and the other is a great option for managers who are in charge of buying ads for the company. Each certification requires the completion of two exams and is good for one year.
Social Media Strategist Certification
The Social Media Strategist Certification is available through the National Institute for Social Media and is ideal for social managers who want to learn more about brand awareness and how to maximize profitability on social media. This certification requires that you take the course and then complete the exam. A total of 20 ongoing educational credits are required every two years to maintain the certification.
Skills
Social media managers will typically need the following skills:
Technology
A strong understanding of different technology programs and especially social media platforms is a requirement. Social media managers spend much of their workday working on a computer or smartphone.
Communication
Both verbal and written communication skills are important. Social media managers will have to communicate with team members to understand social media needs. They will also have to communicate in a written form with customers over the different social media platforms.
Project-management
Social media managers are often tasked with projects. They may be responsible for increasing follower counts on one social platform and then increasing engagement numbers on another. Strong organizational and project management skills will help with completing these tasks.
Decision-making
Social media managers should also be autonomous and have the ability to make quick decisions. Whether you are deciding what to post or how to respond to a customer complaint, the ability to make decisions is important as a social media manager.
Problem-solving
Social media managers may be in charge of solving customers’ issues in an online setting. They may receive messages asking for help or comments that mention a problem with the company. It is the role of the social media manager to overcome these challenges.
Planning
Posting to each social media platform requires planning. Each post should have an intention and a goal, and strongly developed planning skills will help a social media manager effectively plan upcoming content. The social media industry is also constantly changing, so it is important to plan to make fast changes as needed.
Social media manager work environment
Social media managers will spend the majority of their workday in an office setting. You can expect the following work characteristics:
Sitting at a desk for a long period of time
Regular use of computers and smartphones
Frequent written communication with both customers and team leaders
Scheduling posts for weeks or months at a time with a goal for each post
The industry and goals of the company for which a social media manager works will dictate the expected work environment. Some social media managers may spend the entire workday in the office whereas others will be tasked with going out into the field to capture images and content. Social media managers can work in the following industries:
Real estate
Legal
Retail
Restaurant
How to become a social media manager
You can become a social media manager by developing skills and completing educational requirements. Become a social media manager with the following steps:
1. Complete education.
Because a minimum of a bachelor’s degree is often a requirement as a social media manager, you will first want to complete your education. Choose a related industry, including advertising or communications. If an internship is possible, this is a great opportunity to gain experience.
2. Volunteer or find an entry-level position.
Previous experience is often recommended as a social media manager. You can begin earning experience by volunteering or working in an entry-level social media role. Many local businesses or nonprofit organizations could be willing to accept your assistance as a volunteer.
3. Complete any desired certifications.
Earning certifications in social media is a great way to become a more competitive candidate. These certifications demonstrate your knowledge of the industry and dedication to developing your social media skills.
4. Apply for social media manager positions.
After you have completed your degree and begun to develop the necessary experience, you can begin applying for social media manager positions. Use your cover letter and resume to demonstrate your social media experiences. It can also be useful to create a portfolio of example content to use during an interview.
Social media manager job description example
We are looking to fill an open position for a social media manager for our retail company. The ideal candidate will have knowledge and experience of the retail industry and be up-to-date with the latest social media trends. The social media manager will be responsible for maintaining the companies’ Facebook, Instagram, Twitter and Pinterest accounts. They will be in charge of planning upcoming content while also supporting the marketing department with the completion of their goals. A bachelor’s degree is preferred.
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