The Role of a Social Media Manager in 2024

The responsibilities of a social media manager have evolved dramatically over the years. What started as a role focused on simply posting content has now transformed into a multifaceted position that requires a deep understanding of strategy, content creation, audience engagement, and data analysis. In this article, we'll explore what it means to be a social media manager in 2024, the skills needed, and how to land the role.

What Does a Social Media Manager Do?

At its core, a social media manager is responsible for marketing a business through social media platforms. They play a crucial role in building a brand’s presence, driving engagement, and ultimately generating sales. While they may focus on one marketing channel—social media—their roles often resemble that of a generalist, managing multiple aspects of social media strategy and execution.

Typical Responsibilities of a Social Media Manager

A social media manager’s responsibilities can vary depending on the size of the team and the company they work for. However, their duties typically include:

• Building a social media strategy: This involves setting social media goals and developing a plan to achieve them through content, posting schedules, platform selection, and other tactics.
• Content creation and brainstorming: Social media managers work closely with other teams to generate content ideas that align with larger marketing campaigns.
• Managing a content calendar: They plan when and where content will be posted and ensure it moves from ideation to publication smoothly.
• Engaging with followers: Whether it's responding to comments or handling customer inquiries, engagement is key to building community.
• Analyzing performance: They use analytics tools to gauge the success of their social media efforts and recommend improvements.
• Staying on top of trends: Social media managers need to keep up with platform updates, trending content formats, and algorithm changes.
• Running advertising campaigns: This includes selecting platforms, targeting audiences, and developing creative ad content.

Social media managers often find themselves involved in every part of the strategy, handling tasks like influencer marketing, community management, and paid ads.

How Social Media Managers Fit Into a Team

In larger companies, social media managers might focus specifically on organic content while others handle paid advertising or community management. In smaller teams, they often juggle everything from organic content to influencer marketing.

Some organizations have specialized roles within their social media teams, including:

• Social media strategist: Focuses on high-level planning and strategy.
• Influencer marketing specialist: Manages partnerships with influencers.
• Social media analyst: Tracks performance and competitive landscape.
• Ads specialist: Oversees paid social media campaigns.

These roles often work together to execute a cohesive social media strategy, demonstrating how the field has become more specialized.

How the Role Has Evolved Over Time

The role of a social media manager has changed significantly since the early 2010s. Back then, social media was limited to a few platforms, primarily Facebook and Twitter. Today, businesses have to manage a presence across numerous platforms, each with its own content formats and algorithms.

Additionally, the content landscape has expanded. Platforms like Instagram have evolved from simple photo-sharing apps to include video, live streaming, Stories, Reels, and more. Social media managers are now expected to master all of these formats and create engaging content across them.

Key Skills Needed to Become a Social Media Manager

If you're interested in becoming a social media manager, a blend of practical and "soft" skills is essential.

Practical Skills:

• Organic marketing: Understanding how to grow a brand without relying on paid ads.
• Paid advertising: Experience with running targeted ad campaigns.
• Analytics: Ability to measure social media success using native tools and third-party platforms.
• SEO: Optimizing content for search engines and discoverability.
• Content creation: Proficiency in copywriting, design, video editing, and more.
• Platform knowledge: Expertise in how various social media platforms work.

Soft Skills:

• Communication: Essential for engaging with followers and collaborating with teams.
• Organization: Managing multiple campaigns and deadlines.
• Creativity: Developing fresh ideas for content and strategy.
• Adaptability: Staying flexible in an ever-changing digital landscape.
• Problem solving: Addressing issues like negative feedback or poor campaign performance.
• Resilience: Handling the ups and downs of fluctuating social media algorithms.

How to Become a Social Media Manager

There is no single path to becoming a social media manager. Some people break into the industry through internships or online courses, while others might transition from related roles like public relations or marketing. No matter the path, gaining hands-on experience is crucial.

• Do-it-yourself: Many social media managers start by managing social accounts for small businesses or personal projects to build a portfolio.
• Formal education: Some enter the field after taking university courses in marketing or communications.
• Online training: There are numerous online courses that teach the technical and creative skills needed for social media management.

Running Social Media

The role of a social media manager in 2024 is more complex and dynamic than ever before. It requires a blend of creative, technical, and strategic skills, as well as a deep understanding of how social media platforms and algorithms operate. Whether you're just starting out or looking to refine your skills, staying adaptable and continuously learning will help you thrive in this fast-paced industry.