Exploring the Versatile and Dynamic Role of a Social Media Manager

Written by Alifia Rahari
February 20, 2023
a man looking at his laptop. he is sitting in a place that looks like a cafe, there are bokeh light around him.

Social media manager is a newly emerging job field. But nowadays, every company seems to need one. Because a social media manager is essentially the company’s face on social media. 

In this age, a social media presence is a must. Not only for personal businesses, but also for corporations. It can increase your brand awareness, help you connect with your customers, attract new audiences, and eventually lead to better business growth.

However, handling various social media platforms and maintaining all the content can be exhausting. That’s why every business owner needs a social media manager to help them. This article will explain more about the role of a social media manager in a company.

What is a Social Media Manager

Essentially, a social media manager is in charge of a company’s social media presence. According to Coursera, they are responsible for setting the content strategy and driving engagement on a company’s digital platforms. Through the versatile nature of social media, a successful social media manager should learn about customers’ needs, desires, and frustrations, and report them back to the company.

Caitlin Pierson, Social Media Specialist at the University of Newcastle told Sprout Social that as a social media manager, being at the helm of a brand’s online presence means you have the potential to humanize the company and create authentic connections. Gabby Barnes, Social Media Manager at Casual Fridays agency added that the most rewarding thing about being in this role is seeing the positive impact on her clients’ goals.

In addition to this, Coursera also stated that social media managers often need to possess a knack for storytelling, a keen eye for design, and an ability to analyze what does well with an audience, and what doesn’t. Therefore, a social media manager’s role is not only to boost engagement, but to deliver the company’s message to its targeted audience.

Day-to-day Social Manager Tasks

Above we mentioned that a social media manager usually handles the company’s social media presence. However, it can be broken down into several parts. 

Creating content

Social media managers’ role is beyond publishing posts, according to Sprout Social. Since they aim to boost the company’s engagement rate, they have to meet with the company’s creative team to discuss the ideal content calendar. The social media manager should oversee how the content plan is going and ensure it represents the business goals accurately. 

Analyzing data

In addition to creating content, a social media manager will spend time analyzing data. They analyze data like the number of views, likes, saves, or how many people engage with the post. This kind of social media performance needs to be measured regularly. The result of the analytics and measurement then can be used as a suggestion for the company about the next necessary strategy in social media. 

Community management and engagement

Think of this as monitoring the company’s social media platforms. There will be people interacting with the posts, and they’re expecting a reply. It’s the task of a social media manager to keep up with these kinds of demands. They can ask their subordinates to handle each platform, yet they need to ensure that every platform has a similar voice, and in the end, they need to know all the feedback as well.

Managing and building creator partnerships

As part of strategizing content, sometimes a company needs to work with influencers and creators. Managing and building creator partnerships is also a social media manager’s task. According to Sprout Social’s report, the biggest challenge in working with creators is budgeting (45%). In order to create desirable content, a social media manager should balance these factors.

Skills Needed to be a Social Media Manager

A skilled social media manager doesn’t have to possess a specific degree. However, Social Insider noted that having marketing-related subjects like journalism, communication, English, creative writing, or graphic design can help set a foundation.

Essentially, being a social media manager (or any social-media-related field, really) is about creativity and a willingness to try various fresh things. Here is the list of skills that is necessary for this role.

  • Organizational skills
  • High attention to details
  • Excellent communication skills
  • Understand how social media platforms work
  • Flexibility
  • Strong copywriting and storytelling skills
  • Familiarity with graphic design and creative tools
  • Ability to create and deliver original content

Final Thoughts

With the growth of social media as a marketing device, social media managers will be needed. They are essentially the voice and image of the company on social media. A social media manager needs to be immersed in a social media culture and always be passionate to learn new things.

Next Read: How to Find Your Target Audience