What Does a Social Media Manager Do?
A social media manager is responsible for developing and executing a brand’s strategy across social media platforms to grow its online presence, engage audiences, and support business goals. This professional creates content, manages scheduling, analyzes performance data, and interacts with followers to ensure consistent and impactful messaging.
They often serve as the voice of a company on platforms like Instagram, LinkedIn, X (formerly Twitter), Facebook, TikTok, and others. The role requires a balance of creative thinking, marketing knowledge, and data analysis, as social media managers play a critical role in shaping how audiences perceive and connect with a brand online.
Looking to Hire a Social Media Manager?
Speak with one of our recruiting experts today.
Social Media Manager Core Responsibilities
- Develop and execute multi-platform social media strategies that align with marketing goals
- Create, curate, and publish engaging content, including graphics, videos, and copy
- Build and manage a content calendar to ensure consistent brand messaging
- Monitor channels daily and respond to comments, messages, and mentions
- Analyze platform metrics to measure performance and guide optimizations
- Stay on top of trends, tools, and platform updates to keep strategies fresh
- Collaborate with marketing, design, and communications teams to align messaging
- Manage paid social campaigns or partner with media teams on paid strategy
- Track competitor activity and identify new opportunities for growth
Required Skills and Qualifications
Hard skills
- Deep understanding of platform-specific best practices (Instagram, TikTok, LinkedIn, Facebook, X)
- Experience using social media scheduling and analytics tools (e.g., Sprout Social, Hootsuite, Later)
- Proficiency with visual tools like Canva, Adobe Creative Suite, or CapCut
- Ability to interpret social media data and make data-driven recommendations
- Familiarity with SEO basics and social media’s role in broader digital campaigns
Soft skills
- Strong copywriting and visual storytelling abilities
- Excellent project management and organizational skills
- Creative thinker who can align content with brand tone and audience needs
- Comfortable managing multiple priorities in fast-paced environments
- Collaborative mindset and willingness to work cross-functionally
Education
Bachelor’s degree in Marketing, Communications, Public Relations, or a related field
Certifications
- Meta Blueprint or Hootsuite Social Marketing Certification (preferred)
- Google Analytics certification is a plus for data-savvy roles
Social Media Manager Preferred Qualifications
- Experience managing social media for B2B or B2C brands with large followings
- Background in influencer partnerships or community building
- Familiarity with short-form video creation and editing
- Experience integrating CRM or email marketing tools with social campaigns
National Average Salary
Social media manager salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a Social Media Manager is:
$71,755
Sample Social Media Manager Job Descriptions
It’s important to include the right content in your job description when hiring a social media manager. The following examples can serve as templates for attracting the best available talent for your team.
Example 1: B2B Social Media Manager
We’re hiring a B2B Social Media Manager to lead our professional brand presence across platforms like LinkedIn and X (formerly Twitter). This role is ideal for someone who understands how to communicate value to business decision-makers, build industry authority, and support long sales cycles with targeted content strategies.
Responsibilities
- Manage and grow company presence on LinkedIn, X, and other B2B-focused platforms
- Create and schedule thought leadership content, whitepapers, case studies, and executive voice posts
- Collaborate with sales and marketing to align content with lead generation campaigns
- Monitor conversations around industry trends and contribute strategically
- Develop reporting dashboards to track impressions, engagement, click-through rates, and MQL attribution
- Coordinate with internal stakeholders to source testimonials, product updates, and service stories
- Manage paid campaigns for B2B goals, including webinar registrations and asset downloads
Requirements
Hard skills
- Experience managing B2B social accounts for a brand or agency
- Strong knowledge of LinkedIn strategy and ad tools
- Ability to write in a tone suitable for executives, IT leaders, or niche verticals
- Familiarity with CRM or marketing automation integration
- Proficiency in scheduling tools like Sprout Social, HubSpot, or Hootsuite
Soft skills
- Strategic thinker who understands buyer personas and long funnel cycles
- Collaborative communicator who can distill complex ideas into engaging posts
- Strong attention to brand voice and detail
Education
Bachelor’s degree in Marketing, Communications, or Business
Certifications
LinkedIn Marketing Certification or HubSpot Social Media Certification (preferred)
Preferred Qualifications
- Experience working in SaaS, tech, or B2B consulting industries
- Knowledge of account-based marketing (ABM) practices
Example 2: B2C Social Media Manager
We’re looking for a creative and brand-savvy B2C Social Media Manager to engage our consumer audience across Instagram, TikTok, Facebook, and emerging platforms. This person will own our social voice, create engaging content that captures attention, and cultivate a vibrant digital community around our brand.
Responsibilities
- Develop and execute creative campaigns that resonate with target consumers
- Create and schedule content including images, reels, videos, carousels, and stories
- Respond to comments and DMs to build brand loyalty and engagement
- Track KPIs like reach, engagement rate, follower growth, and sentiment
- Monitor trends, memes, and moments that can be adapted to fit brand voice
- Collaborate with influencers or creators for content partnerships
- Work closely with design, product, and email teams to unify messaging
Requirements
Hard skills
- Deep knowledge of Instagram, TikTok, Facebook, and Pinterest
- Strong visual content creation skills (e.g., Canva, Adobe, CapCut)
- Comfort with native platform tools and paid media campaign basics
- Experience with community management and customer interactions
Soft skills
- Creative, witty, and on-trend communicator
- Strong attention to tone and visual brand standards
- Agile thinker who thrives in fast-moving environments
Education
Bachelor’s degree in Marketing, Communications, or related field
Certifications
Meta Blueprint or TikTok Creative Certification (preferred)
Preferred Qualifications
- Experience managing social media for a lifestyle, fashion, CPG, or entertainment brand
- Familiarity with UGC or influencer collaboration tools
Example 3: Nonprofit Social Media Manager
We’re hiring a mission-driven Social Media Manager to lead the digital voice of our nonprofit. You’ll tell impactful stories, mobilize supporters, and share our progress through compassionate and inspiring content across social platforms. This role requires a strong writer, a creative strategist, and someone who believes in the power of digital for good.
Responsibilities
- Create and schedule content aligned with campaigns, fundraising, and community outreach
- Build and engage a mission-aligned online community through storytelling and conversation
- Work with development and volunteer teams to highlight donor impact and community events
- Respond to messages, tags, and comments to support transparency and engagement
- Monitor social media performance and adjust strategy based on what resonates
- Use platform insights to inform quarterly reports and board communications
- Coordinate social support for events, giving days, and initiatives
Requirements
Hard skills
- Proficiency with Facebook, Instagram, LinkedIn, and YouTube
- Strong writing and storytelling skills — especially for mission-driven content
- Familiarity with scheduling tools and basic visual tools (e.g., Canva)
- Experience promoting events or fundraising campaigns on social
Soft skills
- Compassionate communicator with a service-driven mindset
- Excellent organizational and planning skills
- Comfortable collaborating with internal stakeholders and external partners
Education
Bachelor’s degree in Communications, Nonprofit Management, or related field
Certifications
Not required, though Hootsuite or social marketing certifications are helpful
Preferred Qualifications
- Experience with advocacy campaigns, community mobilization, or donor engagement
- Familiarity with Giving Tuesday, peer-to-peer fundraising, or CRM platforms