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Key Responsibilities and Required Skills for Social Media Manager

💰 $65,000 - $95,000

MarketingDigital MarketingSocial MediaCommunications

🎯 Role Definition

As our Social Media Manager, you will be the voice, tone, and moderator of our brand across all key social channels. You are a strategic thinker, a creative force, and a community-building expert who understands how to connect with a digital audience. Your primary goal is to drive engagement, increase brand awareness, and translate social media activity into measurable business results. You will own the social media content calendar, lead campaign creation from concept to execution, and analyze data to continuously optimize performance. This role is perfect for someone who is passionate about storytelling and leveraging the latest digital trends to foster a vibrant online community.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Social Media Coordinator
  • Marketing Assistant
  • Content Creator / Copywriter

Advancement To:

  • Senior Social Media Manager
  • Head of Social Media / Director of Social Media
  • Digital Marketing Director

Lateral Moves:

  • Content Strategist
  • Brand Manager
  • Digital Marketing Manager

Core Responsibilities

Primary Functions

  • Develop, implement, and manage a comprehensive social media strategy that aligns with our business goals, brand identity, and marketing campaigns.
  • Create, edit, publish, and share engaging and high-quality daily content (e.g., original text, photos, videos, news) that builds meaningful connections and encourages community members to take action.
  • Define the most important social media KPIs, and then monitor, measure, and report on the performance of all social media campaigns, providing actionable insights and recommendations for optimization.
  • Manage and oversee the social media content calendar, ensuring a consistent and compelling stream of content is planned, created, and scheduled across all platforms.
  • Monitor and actively listen to user engagement and conversations, responding to comments and inquiries in a timely, on-brand, and professional manner to foster a positive community.
  • Stay at the forefront of the latest social media best practices, platform updates, emerging technologies, and digital trends, integrating them into the strategy to maintain a competitive edge.
  • Collaborate closely with other teams, including marketing, sales, customer service, and product development, to ensure brand consistency and coordinated campaign efforts.
  • Design, execute, and optimize paid social media advertising campaigns, managing budgets and targeting to maximize ROI and achieve specific marketing objectives.
  • Conduct in-depth audience research to identify target personas and content opportunities, tailoring strategies to effectively reach and engage different segments.
  • Develop and expand a robust community and influencer outreach program, building strong relationships with key industry players, creators, and brand advocates.
  • Oversee the visual design of our social media profiles (e.g., Facebook timeline covers, profile pictures, Instagram grid layout), ensuring they are aesthetically pleasing and on-brand.
  • Utilize social listening tools and SEO principles to monitor brand sentiment, track competitor activity, and identify opportunities for growth and engagement.
  • Analyze web traffic and conversion metrics from social channels to understand their impact on the broader marketing funnel and business objectives.
  • Develop and implement social media crisis management protocols to proactively address and mitigate potential negative feedback or brand-damaging situations.
  • Collaborate with the creative team to brainstorm and produce high-quality, platform-specific visual assets, including graphics, short-form video, and animations.
  • Generate regular, detailed reports on social media performance, presenting findings and strategic recommendations to senior leadership.
  • Lead the ideation and execution of innovative social media initiatives, contests, and promotions to drive follower growth and audience participation.
    misc:- Manage multiple social media accounts across various platforms, including but not limited to Instagram, TikTok, Facebook, X (Twitter), LinkedIn, and YouTube.
  • Perform ongoing competitor analysis to benchmark our performance and identify strategic gaps and opportunities within the social media landscape.
  • Own the relationship with social media platform representatives and technology vendors to stay informed of new features and advertising opportunities.

Secondary Functions

  • Support the wider marketing and PR teams with cross-channel campaign alignment and content distribution.
  • Contribute insights and recommendations to the organization's broader digital marketing strategy and annual planning sessions.
  • Train internal teams and key stakeholders on social media best practices, brand voice, and employee advocacy.
  • Assist in the evaluation, selection, and implementation of new social media management tools and technologies to improve workflow efficiency.

Required Skills & Competencies

Hard Skills (Technical)

  • Deep proficiency with social media management and scheduling platforms (e.g., Sprout Social, Hootsuite, Agorapulse, Buffer).
  • Hands-on experience with social media advertising platforms, particularly Facebook Ads Manager, TikTok Ads Manager, and LinkedIn Campaign Manager.
  • Strong ability to analyze data and interpret social media analytics, KPIs, and performance metrics to drive strategy.
  • Excellent copywriting and content creation skills, with a portfolio demonstrating creativity and brand storytelling.
  • Solid understanding of SEO principles and their application to social media content and profiles.
  • Competency in basic graphic design and video editing using tools like Canva, Adobe Creative Suite (Photoshop, Premiere Rush), or CapCut.
  • Experience with social listening and community management tools (e.g., Brandwatch, Talkwalker).

Soft Skills

  • Exceptional written and verbal communication skills, with an ability to adapt tone and style for different audiences and platforms.
  • High-level strategic thinking and problem-solving abilities.
  • Strong project management skills, with the capacity to manage multiple campaigns and deadlines simultaneously.
  • Innate creativity and an innovative mindset, constantly seeking new ways to engage and grow an audience.
  • Meticulous attention to detail and a commitment to brand consistency.
  • Collaborative and personable, with strong interpersonal skills for working across teams and with external partners.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s Degree in a relevant field.

Preferred Education:

  • Master's Degree or relevant professional certifications (e.g., Hootsuite Certified Professional, Meta Certified Digital Marketing Associate).

Relevant Fields of Study:

  • Marketing
  • Communications
  • Journalism
  • Public Relations

Experience Requirements

Typical Experience Range: 3-5+ years of dedicated social media management experience.

Preferred: Proven work experience as a Social Media Manager or a similar role, supported by a strong portfolio of successful social media campaigns and community growth. Experience managing social media for a brand in a similar industry is a significant plus.

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