What To Expect Of A Social Media Manager

Have you ever wondered who’s behind your favorite brand’s lively and engaging social media presence?

That person is a social media manager, and their role is far more than just posting updates and memes.

A social media manager is the voice of a brand online, and they play a key role in how that brand connects with people. They create strategies that tell stories, engage with audiences to build loyalty, analyze data to steer the brand in the right direction, and always keep an eye on the latest trends.

In this article, we’ll dive into what you can expect from a social media manager. We’ll explore their roles, the skills they need to succeed, and how they develop strategies that resonate with audiences.

Social media managers also focus on building communities, engaging with followers, and staying on top of the latest trends to keep the brand’s online presence fresh and relevant.

Whether you’re looking to hire a social media manager or simply want to understand more about this dynamic field, keep reading to learn more about the multifaceted world of social media management.

Key Takeaways

  • A social media manager plays crucial role in shaping a brand’s online presence through content creation, strategy, and community engagement.
  • They must possess a variety of skills including creativity, adaptability, and proficiency in digital tools and analytics.
  • Strategy development is at the heart of what they do, requiring them to be both creative and analytical to build a brand’s identity on social media.
  • Engaging with the community and managing feedback are essential duties that help maintain a positive brand image and foster audience loyalty.
  • Continuous learning and staying up-to-date with trends ensure that social media managers keep the brand relevant in a fast-paced digital world.

Understanding the Role

When you think of a social media manager, you might picture someone scrolling through Twitter or Instagram all day.

But there’s so much more to this job. A social media manager is like the captain of a ship sailing through the vast ocean of the internet.

They steer the brand through all sorts of weather – sunny days and stormy nights. They’re in charge of setting up the social media accounts, planning what to post and when to post it, and talking to people who interact with the brand online.

They also have to be really good listeners. They need to know what people are saying about the brand and decide how to respond.

This could mean playing peacemaker when someone’s unhappy or sharing in the excitement when there’s good news.

It’s a job that keeps you on your toes because social media never sleeps. Can you see why it’s such an important role now?

Let me know if this paints a clear enough picture of what a social media manager does.

Skills Required

The toolkit of a social media manager is chock-full of diverse skills. 

  • Creativity is one of them because they need to come up with posts that stand out and grab attention.
  • They also need to have their finger on the pulse of what’s trending so they can ride the wave of popular content.
  • But it’s not enough to just be creative. They have to be organized too, because managing a content calendar is no small feat.
  • Another big one is communication. Whether it’s writing posts that sound just like the brand or chatting with people who leave comments, a social media manager needs to know how to talk the talk.
  • But as important as it is to talk, it’s just as crucial to listen. They need to hear what customers are saying and use those insights to make the brand even better.

What makes this job really special is that it’s always changing. You have to be ready to learn new things and adapt, because the world of social media moves fast.

If you can swoop in and make the best use of the latest app or feature before anyone else, you’re golden.

Strategy Development

A big chunk of a social media manager’s job is to cook up a strategy that tells the brand’s story in the most compelling way.

They start by figuring out what the brand stands for and who the people are that they want to talk to – their audience.

Once they’ve got that down, they plan out the kind of content they’ll share, like photos, videos, or articles.

But it’s not just about what they post. It’s also about how often they post and which social media sites they use.

They need to find the perfect mix that keeps people interested without overwhelming them with too much stuff.

All the while, they have to make sure everything they do fits the brand like a glove. Every post, every reply in the comments, every story – they all have to feel like they’re coming from the same place.

Creating this strategy isn’t a one-time thing, either.

A social media manager has to keep an eye on how things are going and be ready to tweak the plan if it’s not working.

Community Management

One of the most fun parts of being a social media manager is community management.

This means not just throwing content out into the world, but also interacting with the people who follow the brand. It’s about making sure these folks feel heard and valued, which can turn them into loyal fans.

It’s like hosting a party and making sure everyone’s having a good time.

A social media manager jumps into conversations, answers questions, and even thanks people for their kind words.

And sometimes, they have to handle tough situations when someone’s not so happy. They need to be quick to respond, helpful, and always polite, no matter what.

But community management isn’t just reactive. It’s also about proactively creating a vibe that keeps people coming back.

When you do it right, your brand doesn’t just have customers; it has a community of people who love what you do and want to stick around.

Analytics and Reporting

Alright, let’s chat about the numbers game. Social media managers often have to be detectives, piecing together clues to figure out what works and what doesn’t.

They use analytics – think of it as a report card that shows how well their posts are doing. Are people liking them, sharing them, talking about them?

They look at all these details to understand the bigger picture.

These insights are super important because they guide the social media manager on what to do next.

Say a bunch of posts get tons of likes; they’ll know that’s the kind of content their audience loves.

On the other hand, if something’s not getting much attention, it might be time to try something new.

And it’s not just about keeping this info to themselves.

They often share it with the team or the boss to show how the brand is doing online. By using hard data, they can make a strong case for why the social media strategy is working or why it might need a change.

Trends and Continuous Learning

Keeping up with trends isn’t just a fun part of the job; it’s essential.

Social media is always on the move, with new platforms, features, and types of content popping up all the time. A social media manager needs to be curious and ready to learn new things so they can keep the brand modern and interesting.

It’s about more than just following what’s hot right now.

A social media manager has to think about whether a trend fits the brand’s style and values. They might even get to start their own trends if they’re really creative.

But here’s the real secret sauce: Being willing to learn and adapt.

When the rules of the game are always changing, the ability to pick up new skills and roll with the punches becomes super important. It’s this drive to learn that keeps a social media manager sharp and the brand they work for fresh and relevant.


In this quick tour through the life of a social media manager, we’ve covered a lot of ground. We’ve seen how they are much more than just digital enthusiasts.

They’re strategic thinkers, creative minds, and community builders. They need to be good with words and numbers, and they must keep learning new things all the time.

A social media manager is the voice of a brand online, and they play a key role in how that brand connects with people.

They create strategies that tell stories, engage with audiences to build loyalty, analyze data to steer the brand in the right direction, and always keep an eye on the latest trends.

They wear a lot of hats, but that’s what makes their work so vital and fascinating.

So, whether you’re looking to become one or hire one, it’s clear that a social media manager is a linchpin in the digital world, helping brands flourish and grow in the ever-changing social media landscape.

Frequently Asked Questions

What does a social media manager do all day?

A social media manager spends their day doing a bunch of different things. They might start by checking through social media to see how people are reacting to their posts.

Then, they’ll probably spend some time coming up with new ideas for content that will get people excited. They’ll write posts, maybe take some photos, or work with a designer on a cool graphic.

A big part of their day is also looking at the stats to see what’s working. And they’ll spend time talking to people who comment on posts or send messages.

Do social media managers need to be good at writing?

Yes, being good at writing is super important for a social media manager. They need to know how to put words together that sound friendly and fun but also really clear.

Their writing has to sound like the brand they’re representing and make people want to read more. Whether it’s a tweet, a Facebook update, or an Instagram caption, they have to grab your attention and keep it.

Can social media managers work from anywhere?

A lot of the time, yes. Since pretty much everything they do is online, social media managers can often work from wherever they can get internet.

That could be from home, a coffee shop, or even while they’re traveling. But sometimes, they might need to go into an office, especially if they need to work closely with other team members or attend meetings in person.

How important is it for a social media manager to know about analytics?

It’s really important. Analytics tells them if their posts are a hit or a miss. It’s like a scoreboard that shows them what’s getting likes, shares, and comments.

By understanding analytics, they can make smarter choices about what to post next and show their boss the value of what they’re doing. So, you could say analytics is a part of the science behind the art of social media.

Do social media managers need to be on social media all the time?

Not all the time, but they do need to check in often. Social media doesn’t take a break, so they need to keep an eye on things in case something big happens or if there’s a chance to jump on a trending topic.

They also need to respond quickly to any messages or comments. So while they don’t have to be glued to their screens 24/7, they do need to be really plugged in to what’s going on.


  • Janine Swart

    Legal Advisor & Social Media Manager
    In 2011, I achieved admission as an attorney to the Western Cape High Court of South Africa, signaling the initiation of my fulfilling legal journey. Since then, my diverse professional roles immersed me in the intricacies of civil, labour, and criminal law, fostering a well-rounded understanding of various legal domains. Even before my formal admission, my exposure to criminal and labour law laid the foundation for my eventual specialization. Throughout my career, I have remained dedicated to the principles of justice, fairness, and equity, shaping my approach to legal practice. While I hold a special affinity for labour law, my openness to exploring positions in other legal fields underscores my eagerness to expand my expertise and contribute to the legal community in diverse capacities. Beyond my legal practice, I have found a unique intersection between law and modern communication through social media management for law firms. Leveraging my legal background, I bring a distinctive perspective to enhance a law firm’s social media presence. Recognizing the pivotal role of effective communication in the legal realm, I apply my knowledge to curate content that not only engages but also educates and informs the audience. My blend of academic knowledge, practical experience, and commitment to ethical standards positions me as a formidable force in the legal arena. As I continue to evolve professionally, I remain steadfast in my pursuit of a legal career that not only positively impacts individuals and society but also enhances a law firm’s digital footprint through strategic social media management. My social media management skills include: - Facebook Marketing - Instagram Marketing - YouTube Marketing - LinkedIn Marketing - Social Media Marketing