Those brand moments that somehow feel both trendy and authentic? Thank the Social Media Manager. They're translating corporate goals into content you actually want to engage with, while measuring what works beyond just likes.
Key responsibilities
- 📈 Strategy & execution: A Social Media Manager aligns social efforts with business goals, selecting platforms, setting KPIs, and adjusting strategies to maximise growth.
- 📅 Content creation: They craft and curate engaging content that strengthens brand voice and audience connection.
- 🤝 Community engagement: They foster conversations, build relationships, and nurture an active, loyal following.
- 📊 Analytics & reporting: Tracking key metrics, they refine strategies based on performance insights.
- 🤔 Trend awareness: Staying ahead of digital trends ensures the brand remains relevant and competitive.
Qualifications and skills
- Degree in marketing, communications, or a related field: Gives you a solid foundation in marketing principles and communication strategies.
- Social media experience: You know how to create engaging content, manage platforms, and build audience connections.
- Strong communication skills: Whether it’s writing catchy captions or engaging with stakeholders, clear and compelling communication is a must.
- Tech-savvy with social media tools: Experience with platforms like Hootsuite, Buffer, or Sprout Social for scheduling and analytics.
- Creative and strategic thinking: You bring fresh ideas and know how to adapt to trends and challenges.
- SEO and analytics knowledge: Helps boost content visibility and measure performance effectively.
- Analytical mindset: You’re comfortable digging into data to optimise social strategies.
- Team player and self-starter: You can work independently but also thrive in a collaborative environment.
- Always ahead of trends: You stay up to date with new digital tools, platform updates, and industry shifts.
- Design and video editing skills: Experience with Figma, Canva, Adobe Suite, or similar tools to create eye-catching visuals.
Career path and opportunities
A career as a Social Media Manager opens you up to a dynamic digital landscape with genuine room for growth. When you start in this role, you're not just posting content—you're developing valuable skills in digital communication, analytics and trend forecasting that are increasingly respected across industries.
As you gain experience, you might find yourself drawn to specialised paths in content strategy, community building or influencer partnerships.
Moving up to a Senior Social Media Manager position lets you take on bigger campaigns and possibly guide newer team members. Each progression deepens your expertise and expands your impact within marketing teams.
With solid experience, doors open to broader roles like Digital Marketing Manager or Brand Communications Director, where you'll help shape entire marketing strategies beyond social platforms.
For those with an independent streak, consulting or launching your own agency becomes increasingly realistic. Your digital skills are now crucial, even in traditional marketing teams shifting to online-focused strategies.
This career values creativity and analytical skills. Whether you’re crafting content, tracking campaign results, or planning strategy, social media helps brands connect with the right audiences in a way that truly matters.
Related job titles
- Social Media Specialist
- Digital Marketing Coordinator
- Content Strategist
- Community Manager
- Online Engagement Manager
- Influencer Marketing Manager
- Brand Communications Manager
- Social Media Analyst
- Digital Content Producer
- Social Media Consultant
Example job description
Job title: Social Media Manager
Job overview: We’re looking for a Social Media Manager to take charge of our online presence, create engaging content, and build a strong connection with our audience. If you love storytelling, spotting trends, and growing brands through social, this is the perfect role for you.
Key responsibilities:
- Plan and create content for platforms like Facebook, Instagram, Twitter, and LinkedIn
- Develop strategies to grow engagement and strengthen brand presence
- Monitor and respond to comments and messages to keep our community active
- Work with marketing, sales, and product teams to ensure consistent messaging
- Analyse performance metrics and adjust strategies for better results
- Stay ahead of social media trends, platform updates, and best practices
- Manage partnerships and collaborations to boost brand awareness
Required qualifications:
- Experience in social media or digital marketing
- Strong understanding of different platforms and their audiences
- Excellent writing and communication skills
- Familiarity with tools like Canva, Adobe Creative Suite, or similar
- A mix of creativity and analytical thinking for strategic planning
Preferred qualifications:
- Bachelor's degree in Marketing, Communications, or a related field
- Experience with social media management tools like Hootsuite, Buffer, or Sprout Social
- Familiarity with SEO strategies and content optimisation
- Demonstrable experience in paid social media advertising
Perks/benefits:
- Competitive salary package and performance bonuses.
- Flexible work arrangements
- Opportunities for professional development and career growth
- A positive and inclusive company culture, with regular team events and activities
- Access to the latest tools and technology to enhance job performance
Frequently asked questions
What does a Social Media Manager do?
You know those brand accounts that feel like they're run by actual humans instead of marketing robots? That's the work of a Social Media Manager. They're crafting the digital personality for brands across Instagram, TikTok and LinkedIn, turning corporate messaging into content you might actually stop scrolling for.
They're building communities around brands while juggling content calendars, comment sections and campaign metrics to show their work isn't just about clever captions.
What are their key duties and responsibilities?
Behind every perfectly timed trend post is a Social Media Manager who's been planning their content mix for weeks. They're translating brand guidelines into posts that work specifically for Instagram versus LinkedIn, while keeping an authentic voice that doesn't scream "corporate approved content."
They're the ones responding to your comments at 9pm, tracking which posts actually performed, and explaining to executives why follower count isn't the only metric that matters. When they're not creating content, they're diving into analytics to prove their meme strategy is actually driving website traffic.
What skills does a Social Media Manager need?
Ever tried explaining to someone why their company shouldn't jump on a viral trend three weeks late? Social Media Managers need the perfect blend of creative thinking and diplomatic communication. They need to master everything from creating thumb-stopping visuals in Canva to writing captions that sound natural yet strategic.
Beyond the creative side, they need to understand why certain content performs while similar posts flop, turning complex platform metrics into actionable insights. They're also constantly learning about algorithm changes that might have tanked yesterday's perfectly planned post.
What makes a great Social Media Manager?
The difference between a decent Social Media Manager and an exceptional one? The great ones genuinely get both the brand they represent and the audience they're talking to. They have that rare ability to make branded content that doesn't feel like it's trying too hard.
They approach social with both creativity and strategy, knowing exactly why they're posting that behind-the-scenes TikTok rather than just filling the content calendar. When platform changes crash everyone else's strategy, they're already adapting with creative solutions. And while they're fluent in trends, they know which ones actually make sense for their brand instead of jumping on everything just to seem relevant.
