What Does A Social Media Manager (Even) Do?

Over 200 billion tweets per year, 1 billion Instagram users per month, and 52 minutes per day on TikTok: It’s safe to say social media is deeply integrated into the fabric of our society. If you ever thought about starting a business in 2021, you quickly realized social media is the most affordable and accessible marketing tool you have.

There is a method to the social media madness. Thousands of freelancers have built successful careers developing strategy and content for social media campaigns.

First things first, here are the expectations & responsibilities of a Social Media Manager:

Credit: Scott Martin aka Burnt Toast Creative

What is the role of a Social Media Manager?

Social Media Managers (SMMs) live and breathe community. It is categorized as a Marketing or Digital Marketing role. SMMs work to communicate, market, and educate through an organization’s social media platforms.

A Social Media Manager’s goal is to plan content (blogs, photos, videos, and graphics) into a strategy that leads to awareness and community growth through the use of social media platforms (i.e, Instagram, Twitter, Facebook, and LinkedIn).

Social Media Manager responsibilities and skills

Responsibilities

Develop social media strategies that align with marketing efforts

Coordinate with writers and video editors to ensure content is produced and appealing

Assist in writing copy for content & captions

Manage and upload content to social media accounts

Engage with audience including responding to direct messages, comments, story replies, etc.

Research potential partners and influencers

Stay up-to-date with new digital technologies, algorithm changes, and social media best practices

Report weekly and monthly analytics and data trends

Skills (The more you have, the more qualified you are)

💻 Experience with the Google Drive (Docs, Excel, Slides)

✏️ Experience aligning content copy / text with a brand’s voice

🔍 Resourceful research abilities

🎨 Graphic design via Canva, Adobe Photoshop, Illustrator, or Figma

🎥 Video editing via TikTok, Instagram Reels, Adobe Premiere Pro, After Effects, or Final Cut Pro

How much do Social Media Managers make?

According to Glassdoor, the average base pay for a Social Media Manager is $53,711/yr. [1] Social Media Manager roles at companies like Amazon and PwC can earn well up to $80,000+/yr.

When it comes to freelancing, companies on Pangea.app pay an average of $15–28/hr for part-time SMM roles.

Who does Social Media Manager work with?

A Social Media Manager’s role falls under the marketing department. Social Media Managers typically report to a Director of Marketing, CMO, or another senior marketing team member.

Depending on the company size, Social Media Managers may also work with: