What Does a Social Media Manager Do?

It goes without saying – social media has become a part of our daily lives. Whether we’re using it to keep up with friends, follow our favorite influencers, or find new products, we’re all scrolling. But what about the professionals who transform that everyday experience into strategic brand growth? That’s where social media managers step in.  

Speaking as a social media professional myself, I can tell you that it’s a fascinating blend of analysis, strategy, and  creativity. It’s about building a brand’s presence, connecting authentically with audiences, and driving measurable results. It’s a role that demands agility, as we navigate ever-changing trends and algorithm updates (don’t get us started about the algorithms!).  

Interested in starting a career in social media, or just curious about what a job in social media might entail? Keep reading!  

What does a Social Media Manager do? 

A social media manager (SMM) is a dynamic and multifaceted marketing professional, who develops and executes comprehensive social media strategies that deliver business outcomes. They excel in strategic planning, creative content development, data analysis, and leveraging their copywriting skills to build connections with audiences across all company social platforms.  

More than just managing accounts, they’re brand storytellers, community builders, and data-driven strategists, ensuring the company’s message is heard, understood, and acted upon in a way that stands out. 

Beyond technical expertise, success hinges on a robust set of soft skills: creativity to innovate, collaboration to align, organization to execute, communication to connect, and flexibility to adapt. 

Following are some of the foundational elements that elevate a social media manager from proficient to exceptional. 

Skills and Responsibilities of a Social Media Manager 

The day-to-day tasks of a social media manager are pivotal in shaping a brand’s digital narrative, extending far beyond posting content. Effective brand building through social media requires a mix of strategy and creativity.  

Here are some skills and responsibilities that are essential for transforming casual scrolling into impactful brand building:  

• Content Creation and Distribution: Creating content that connects with audiences involves producing materials like blogs, case studies, infographics, carousels, videos, and polls (and even the occasional meme), all while writing clear and engaging social media copy. And then there’s distributing the content, which requires planning. I review our editorial calendar and plan relevant posts and campaigns. I also focus on proactive content creation, constantly asking myself:
  • What’s trending? 
  • What are our audience’s pain points? 
  • What makes our company’s services different? 
  • How can we leverage current trends to create meaningful content? 

•  Community Engagement and Monitoring: Any social media professional will tell you how important it is to understand your audience. Social media managers actively monitor social media conversations using specialized tools, staying attuned to brand mentions, industry trends, and audience sentiment. This allows them to engage with audiences and influencers, fostering a sense of community and building relationships that amplify brand reach.
• Collaboration and Communication: SMMs foster seamless communication with key stakeholders and across departments, ensuring brand consistency and alignment on strategic objectives. 
• Paid Social Media Management: Planning, executing, and optimizing paid social media campaigns to reach specific target audiences and achieve business objectives. This includes budget management, ad creation, and performance analysis. Thorough research is essential to ensure a social media strategy delivers the brand awareness and lead generation that stakeholders expect.
• Strategic Thinking and Planning: To align social media strategies with overarching business objectives, SMMs create actionable plans informed by in-depth market research and audience insights. For instance, understanding where a target audience is active online is paramount. Audience behavior varies significantly. A B2B tech company might find LinkedIn far more effective, while a visual arts brand could thrive on Instagram. To uncover these insights, managers must conduct thorough audience research, analyzing demographics, interests, and online behavior.
• Data Analysis and Reporting: Translating data into insights is important for a role in social. This involves interpreting metrics to track campaign performance and identify emerging trends. By analyzing metrics like engagement rates, reach, views, and impressions, managers can generate insightful reports that inform strategic decision-making.  

For example, I maintain a comprehensive Excel sheet that tracks the performance of every social media post. By highlighting top-performing posts based on engagement rates, I can pinpoint trends. Is a specific content format consistently resonating with our audience? Are certain topics driving more engagement than others? This data-driven approach allows us to refine our content strategy and maximize our impact. 

• Platform Expertise: The social media landscape is constantly shifting, so continuous learning is essential. To excel, SMMs need deep platform expertise, staying current with algorithm changes, updates, and trends. A helpful tip is to subscribe to social media industry newsletters for real-time insights on algorithm changes, trends, and best practices.
• Crisis Management: Developing and implementing strategies and language to address and mitigate potential social media crises, including negative reviews, public relations issues, and online controversies. This requires quick thinking and effective communication to protect the brand’s reputation.   

 Impact on Business Success  

Social media’s impact on business success is a pivotal force in revolutionizing audience connection. It allows for direct, real-time interaction, enabling businesses to build relationships and gather immediate feedback. This constant engagement fosters brand loyalty and provides insights into customer preferences, driving targeted marketing strategies and ultimately, increased sales and business growth. Social platforms expand reach beyond traditional marketing limitations, allowing businesses to connect with global audiences and establish themselves as thought leaders within their industries.  

As social media continues to evolve, the demand for skilled professionals who can harness its power will only grow. Whether you’re a business looking to amplify your online presence or a social media enthusiast seeking a rewarding career, understanding the multifaceted role of a social media manager is essential.  

Remember, the digital landscape is constantly shifting, but the core principles of strategic communication and genuine engagement remain paramount. For those passionate about social media and interested in this career, let’s connect on LinkedIn! I’m always looking to share insights, answer questions, and build meaningful connections within the industry. 

Are you a social media professional looking for your next role? Check out our open creative and marketing roles https://www.judge.com/jobs/. 

About The Author 

Lizzie Hobson joined The Judge Group in May 2022 as a Marketing Content Specialist, where she specializes in social media marketing. Lizzie graduated from Michigan State University with a major in Journalism and concentration in Broadcasting in 2021. Connect with Lizzie on LinkedIn.