Roles & Responsibilities
Core Role Overview
A Social Media Marketing Manager is responsible for developing, implementing, and managing the overall social media strategy for a brand. They aim to increase brand awareness, foster community engagement, drive website traffic, and generate leads / sales through various social media platforms.
Key Responsibilities
The responsibilities can be grouped into several key areas :
1. Strategy & Planning
- Develop the Social Media Strategy : Create a comprehensive, long-term plan aligned with the company's overall marketing and business goals (e.g., brand awareness, lead generation, customer support).
- Set Clear Goals and KPIs : Define what success looks like by setting Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals (e.g., increase engagement by 20% in Q3, generate 500 new leads per month).
- Audience Research & Persona Development : Identify and understand the target audience—their demographics, interests, and online behavior.
- Competitive Analysis : Regularly monitor competitors' social media activity to identify trends, opportunities, and gaps in the market.
- Content Calendar Management : Plan and maintain a detailed content calendar that schedules posts, campaigns, and key dates across all platforms.
2. Content Creation & Curation
Content Development : Oversee the creation of engaging, high-quality content (images, videos, stories, Reels, carousels, blog posts, etc.) that resonates with the target audience. This often involves briefing and managing graphic designers, videographers, and copywriters.Copywriting : Craft compelling captions, headlines, and calls-to-action (CTAs) that drive engagement.Content Curation : Share relevant content from other sources (industry news, user-generated content) to provide value and position the brand as a helpful resource.3. Community Management & Engagement
Daily Monitoring : Actively monitor all social media channels for comments, messages, and mentions.Engagement : Respond to comments and messages promptly and in a brand-appropriate tone. Foster two-way conversations to build a loyal community.Crisis Management : Address negative comments or PR issues swiftly and professionally to protect the brand's reputation.4. Advertising & Paid Social
Social Media Advertising : Develop, execute, and manage paid social media campaigns (e.g., Facebook / Instagram Ads, LinkedIn Sponsored Content, Twitter Promoted Tweets).Budget Management : Set and manage the paid social media budget, ensuring optimal allocation for the best return on investment (ROI).Audience Targeting : Use advanced targeting options to reach specific demographics, interests, and behaviors.A / B Testing : Continuously test different ad creatives, copy, and audience segments to optimize campaign performance.5. Analytics, Reporting & Optimization
Track Performance : Use native platform analytics (e.g., Instagram Insights, Facebook Analytics) and third-party tools (e.g., Sprout Social, Hootsuite, Google Analytics) to track KPIs.Analyze and Report : Regularly analyze data to understand what’s working and what isn’t. Create reports for management that show ROI and justify the social media strategy.Data-Driven Optimization : Use insights from analytics to refine the content strategy, posting schedule, and ad campaigns for continuous improvement.6. Platform Management & Trends
Platform Expertise : Maintain deep knowledge of best practices for all major platforms (e.g., Facebook, Instagram, X / Twitter, LinkedIn, TikTok, Pinterest, YouTube) and adapt strategies as platforms evolve.Trendspotting : Stay ahead of the latest social media trends, algorithm changes, and new technologies (like AI tools or new features) to keep the brand relevant.7. Collaboration & Internal Management
Cross-Functional Collaboration : Work closely with other departments :
Marketing : To align social strategy with email marketing, SEO, and content marketing.
Sales : To generate and nurture leads.
Customer Service : To manage customer inquiries and feedback.
PR : To manage brand reputation and amplify PR wins.
Influencer & Partner Outreach : Identify and collaborate with influencers and brand advocates to expand reach and credibility.Team Management : In larger organizations, the manager may lead a team of social media specialists, coordinators, and content creators.Key Skills & Qualifications
Strategic Thinker : Ability to see the big picture and connect social media efforts to business objectives.Excellent Writer & Communicator : Strong copywriting and verbal communication skills are non-negotiable.Creative : A keen eye for visual storytelling and design.Analytical : Comfortable with data and using it to make informed decisions.Tech-Savvy : Proficient with social media management tools, analytics platforms, and design tools (e.g., Canva, Adobe Creative Suite).Adaptable : The social media landscape changes rapidly; flexibility and a willingness to learn are crucial.In essence, a Social Media Marketing Manager is the voice of the brand online, a data-driven strategist, and a creative storyteller all rolled into one. They are responsible for building and nurturing the online community that drives a brand's modern success.
Tell employers what skills you have
Lead Generation
Budget Management
Social Media
Email Marketing
Targeting
Strategy
Content Marketing
Team Management
Copywriting
Social Media Marketing
Ab Testing
Facebook
Google Analytics
SEO
Brand Awareness
