If you’ve ever wondered how to become a social media manager, you’re in the right place. While platforms and consumer preferences are constantly evolving, core principles remain crucial for building a successful career in social media management.
To gain insights, we interviewed four experienced social media managers about their career paths, the realities of the job, and how aspiring professionals can break into the field—even without prior experience. Here’s what they shared.
What is a Social Media Manager?
A social media manager represents a company across various social channels, acting as the voice of the brand. Their responsibilities include:
- Monitoring audience engagement
- Developing and executing campaigns
- Creating content strategies
- Providing expert guidance to enhance online presence
The title “social media manager” is often an umbrella term for various roles within the field. Many professionals start as social media coordinators, specialists, or content creators before stepping into a management position.
Why Become a Social Media Manager?
Each individual’s motivation for pursuing social media management varies based on career aspirations and personal fulfillment. Here’s what three professionals had to say about why they chose this path:
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Develop Essential Skills
To succeed, you need a mix of technical and soft skills:
- Content Creation – Craft engaging posts, captions, and visuals.
- Analytics & Data Interpretation – Understand insights to optimize strategy.
- SEO & Hashtag Research – Improve visibility and engagement.
- Customer Engagement – Interact with audiences professionally.
- Graphic Design – Basic skills in Canva or Photoshop.
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Gain Experience & Certifications
- Start managing social media for small businesses or nonprofits.
- Earn certifications from HubSpot, or Google Digital Garage.
- Take online courses from platforms like Udemy or Coursera.
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Build an Online Presence
- Optimize your LinkedIn profile and showcase your expertise.
- Start a blog or create a personal brand on Instagram/Twitter.
- Share case studies and success stories.
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Apply for Jobs or Start Freelancing
- Find opportunities on Indeed, LinkedIn, and Upwork.
- Pitch your services to small businesses and startups.
- Use Viralpep’s Social Media Scheduling Tool to streamline client work.
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Stay Updated
- Follow social media news
- Join Facebook groups and LinkedIn communities.
- Experiment with new platform features.
What Do Social Media Managers Do?
A social media manager is responsible for planning, implementing, managing, and monitoring a brand’s social media presence. They ensure that a company’s social channels align with its goals and engage the right audience.
Let’s dive into the key responsibilities of this dynamic role:
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Crafting a Winning Social Media Strategy
A successful social media manager starts with a solid strategy. This involves setting clear goals, understanding the target audience, and choosing the right platforms for the brand. They create a structured content calendar that ensures consistent posting, engagement, and alignment with business objectives.
For instance, a company targeting young audiences might focus more on Instagram and TikTok, while a B2B brand might prioritize LinkedIn and Twitter. Understanding platform-specific algorithms and audience behavior is crucial in shaping a winning strategy.
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Content Creation and Curation
Creating engaging content is the foundation of effective social media management. A social media manager must craft visually appealing and compelling content that captures audience attention and drives engagement. Key aspects of content creation include:
- Writing captivating captions and posts that align with the brand’s voice and messaging.
- Designing eye-catching graphics and videos to enhance visual appeal.
- Curating relevant industry news and user-generated content to keep the audience informed and engaged.
- Maintaining brand consistency across all platforms with a cohesive content strategy.
To achieve high-quality visuals, social media managers rely on graphic design tools like Canva, Adobe Express, and Photoshop for creating polished graphics. For video editing and short-form content, tools such as CapCut, InShot, and Adobe Premiere Rush are essential. By leveraging these tools, social media managers ensure their content stands out in a competitive digital landscape.
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Community Engagement and Growth
Social media is all about interaction. A social media manager is responsible for engaging with followers by responding to comments, messages, and mentions. They also:
- Monitor brand reputation and address customer concerns
- Build relationships with influencers and industry leaders
- Organize interactive content like polls, Q&A sessions, and giveaways
By actively engaging with the audience, social media managers help foster a loyal community, which leads to higher brand trust and visibility.
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Paid Social Media Advertising
Organic reach can only take a brand so far, which is why paid advertising is an essential aspect of social media management. Social media managers create and optimize ad campaigns on platforms like Facebook Ads, Instagram Ads, LinkedIn Ads, and Twitter Ads. Their job includes:
- Defining the target audience and demographics
- Creating high-converting ad creatives
- Monitoring and adjusting ad performance to maximize ROI
A well-planned ad campaign can drive traffic, increase conversions, and boost brand awareness significantly.
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Analytics and Performance Tracking
Data is key to refining social media strategies. Social media managers use analytics tools to track key performance indicators (KPIs) such as engagement rate, click-through rate, follower growth, and conversion rate. Some of the commonly used tools include:
- Google Analytics
- Facebook Insights
- Instagram Analytics
Regular performance tracking helps in identifying what’s working and what needs improvement, allowing managers to adjust strategies for better results.
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Staying Ahead of Trends
The social media landscape is ever-evolving. Platforms frequently update their algorithms, and new trends emerge constantly. A social media manager must stay updated with:
- Algorithm changes on platforms like Facebook and Instagram
- Emerging content formats such as Instagram Reels, YouTube Shorts, and TikTok trends
- Industry news and competitive strategies
Keeping up with these changes ensures that a brand remains relevant and continues to engage its audience effectively.
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Reputation Management
Handling customer feedback and managing crises are crucial aspects of social media management. Many professionals use tools to monitor reviews and comments across platforms like Yelp, Google My Business, and TrustPilot.
How to Become a Social Media Manager
If you’re wondering how to become a social media manager, follow these steps:
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Step 1: Develop Your Skills
A social media manager needs a mix of creativity, analytics, and communication skills. To get started:
- Learn about different social media platforms and their best practices
- Gain expertise in content creation tools like Canva and Photoshop
- Understand analytics and performance-tracking tools
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Step 2: Gain Experience
Hands-on experience is crucial. Start by:
- Managing social media accounts for small businesses or nonprofits
- Taking up internships in marketing agencies
- Building your own personal brand on social media
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Step 3: Get Certified
While formal education isn’t mandatory, certifications can give you an edge. Some recommended courses include:
- HubSpot Social Media Certification
- Facebook Blueprint Certification
- Google Digital Marketing Certification
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Step 4: Build a Portfolio
A strong portfolio can help showcase your skills to potential clients or employers. Include:
- Case studies of successful campaigns
- Engagement and growth metrics
- Diverse content formats such as videos, infographics, and blog posts
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Step 5: Apply for Jobs or Start Freelancing
Once you have the right skills and experience, start looking for job opportunities. Some popular platforms for social media jobs include:
- Upwork
- Fiverr
Freelancing is also a great option if you prefer flexibility in your career.
Essential Tools for Social Media Managers
Social media managers rely on various tools to streamline their workflow:
- Content Creation: Canva, Adobe Spark
- Scheduling & Management: Viralpep
- Analytics: Google Analytics, Social Media Analytics
- Advertising: Facebook Ads Manager, Google Ads
Challenges Social Media Managers Face (And How to Overcome Them)
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Keeping Up with Algorithm Changes
Social media algorithms are constantly evolving, making it challenging to maintain reach and engagement. Solution:
- Follow industry blogs and updates
- Regularly experiment with new content formats
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Handling Negative Comments
Managing negative feedback requires professionalism. Best practices include:
- Responding politely and offering solutions
- Avoiding arguments and escalating issues privately
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Managing Multiple Platforms
Juggling several platforms can be overwhelming. To stay organized:
- Use scheduling tools like Viralpep
- Prioritize platforms based on target audience engagement
Conclusion
A social media manager plays a crucial role in digital marketing. If you’re ready to become a social media manager, start by learning the skills, gaining experience, and building a portfolio.
Want to streamline your social media management? Try Viralpep today and take your strategy to the next level!
