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Social media manager
Social media managers support brands’ online presence, working in house for an employer or providing services to multiple clients within an agency.
Also known as:
- Digital community manager
- Social media strategist
Work activities
The role of a social media manager is to support a brand's online presence and reputation. Primarily, social media managers are tasked with developing and implementing strategies to effectively engage with the target audience across different social media platforms such as Facebook, Instagram, X (previously Twitter), LinkedIn, TikTok and others. This involves creating compelling content tailored to each platform's unique audience demographics and preferences, including text posts, images, videos, and interactive elements.
As well as creating content, social media managers monitor and analyse key statistics to gauge the performance of their campaigns. This includes tracking metrics such as reach, engagement, click-through rates, and conversions to assess the effectiveness of different strategies and optimize future efforts accordingly. By leveraging analytical tools and insights, social media managers can identify trends, understand audience behaviour, and make data-driven decisions to improve the brand's online presence and achieve its marketing goals.
Social media managers may also respond to customer interactions on platforms. This involves promptly responding to comments, messages, and enquiries from followers, addressing concerns or complaints, and cultivating a sense of community around the brand. By actively engaging with the audience and building meaningful relationships, social media managers can enhance brand loyalty, generate positive word-of-mouth, and ultimately contribute to the overall success and growth of the business.
Personal qualities and skills
As a social media manager, you’ll need:
- Adaptability: Willingness to stay updated with the latest social media trends, algorithms, and platform features.
- An analytical mindset: Capability to interpret social media metrics and analytics to inform decision-making and optimise strategies.
- Attention to detail: Ensuring that all content and interactions reflect the brand's tone, style and values.
- Collaboration skills: Working effectively with different teams such as marketing, design, and sales to achieve common goals.
- Communication skills: Both written and verbal communication skills are crucial for interacting with followers and conveying the brand's message effectively.
- Creativity: Ability to generate engaging content ideas and think outside the box.
- Customer service skills: Ability to respond promptly and courteously to enquiries, comments and messages from followers.
- Problem-solving skills: Capability to address challenges and resolve issues that may arise on social media platforms.
- Strategic thinking: Capacity to develop and execute social media strategies aligned with broader marketing goals and objectives.
- Time management: Ability to juggle multiple tasks and deadlines effectively in a fast-paced environment.
Pay and opportunities
Social media managers can expect to earn between £25,000 and £60,000 per year, depending on their level of training, seniority and any extra responsibilities. In a typical week, they can expect to work 38-40 hours.
Social media managers work in every industry, for employers big and small. Organisations include businesses, non-profit organisations, government departments, educational institutions, media and entertainment companies, retail and e-commerce businesses, as well as hospitality and tourism establishments. As well as working in house, some social media managers work for agencies who provide services to multiple clients, running organisations’ social media accounts for them.
Where are vacancies advertised?
Vacancies are advertised on national and global jobs boards, sites like LinkedIn, industry websites such as Digital Marketing Jobs, and on the Government’s Find a Job service.
Entry routes and training
You could become a social media manager by completing a university degree or undertaking an apprenticeship programme. Many social media managers are graduates. You don’t need a particular degree, the main thing is to have experience of running social media platforms, ideally for an organisation (such as a school, college or university club or society). However, with competition strong, a relevant degree will give you an advantage in the job market. Examples include:
- Digital and social media marketing
- Marketing and public relations
- Graphic design
A number of apprenticeships are available at different levels, allowing you to enter this career path straight from school or college. Programmes include:
- Content creator (level 3 / advanced)
- Multi-channel marketer (level 3 / advanced)
- Digital marketer (level 6 / degree)
On an apprenticeship, your employer will support you to obtain relevant qualifications. On the level 6 scheme, you’ll work towards a degree. You’ll take time out from work – either or day or block release – to attend college, where you’ll study towards your qualification.
Qualifications
To begin a degree course, you usually need:
- Two to three relevant A-levels/equivalent. Media studies or computing may be relevant to a career in social media.
- GCSEs in English, maths and sometimes other subjects.
The qualifications you’ll need to be eligible for an apprenticeship depends on the apprenticeship level:
- To start a level 3 (advanced) apprenticeship, you’ll usually need GCSEs in English and maths. Other subjects may also be required. It is also possible employers may be flexible, allowing you to complete entry requirements alongside your apprenticeship.
- To get onto a level 6 (degree) apprenticeship, you’ll need two relevant A-levels/equivalent. You will usually need GCSEs in English and maths as well.
Adult opportunities
Age limits: It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.
If you don’t have the qualifications needed to enter a degree, foundation degree or HND course, you might be able to start one after completing an Access course, for example, Access to Science, Technology and Maths. You don’t usually need any qualifications to enter an Access course, although you should check this with the course provider. A foundation year before the start of a science degree or HND is available at some universities and higher education colleges for students who don’t have the A-levels usually needed for entry.
