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Social media collaboration tools help marketing teams and agencies to plan, draft, review, approve, and schedule posts in one place, so content moves easily from idea → publish without messy email threads, scattered comments, or unclear “latest versions.” For agencies...
Sep 4, 2025
The social media manager position is a dream job. And if you’re thinking about this career path, you face the question: how to become a social media manager in a world where everyone already has social profiles and knows how to use them?
Social media management is more than just casually using social media. Heck, it’s even more than creating engaging content. After six years in the industry, I can tell you that much.
In this article, I’ll take you behind the scenes of the social media manager role, break down the required skills, and cover what you must do to stand out in a saturated market.
A social media manager is a professional who manages a brand’s presence on social media platforms. They create, schedule, and publish content, engage with followers, and monitor performance metrics to ensure success. They also plan social media marketing campaigns, collaborate with teams, and stay updated on trends.
A social media manager’s core task is to achieve business goals through social media presence. Their work is often the first thing a new customer sees and sometimes what makes the old customer stay.
Posts cute pics and leaves home for the day, of course!
Haha, we wish.
Thanks to Emily in Paris, unserious TikToks about a three-hour-long workday, and the fact that everyone has a social media profile, the social media manager job is often demoted to simply posting stuff online.
Here’s how Lauren Grubb, a Social Media Specialist at StrategiQ, describes a day of a social media manager:
In one day, they will be copywriting and creating assets, doing community management, delving into analytics, and keeping up-to-date with the latest trends and algorithm changes. This is on top of writing strategies, doing audits, and persona work.
That’s more like it.
Social media managers are links between the brand and the audience. Managing Partner of Blazekin Media, Roland Jakob, says:
Social media is about building relationships, keeping up with constant changes, and balancing many moving parts. It requires strategic thinking, creativity, and a deep understanding of human behavior.
Let’s be real and look at some social media challenges a social media manager job implies.
Social media strategy is one of many differences between casually updating personal social media accounts and telling the brand’s story on social media.
Social media professionals can’t just jolt whatever they like whenever they like. Social media channels are business assets. And they serve specific business goals.
The social media manager is responsible for creating a content strategy to guide their efforts. It aligns the content they make with the actual goals the business wants to achieve. That includes:
And also — defining the workflows, setting KPIs, and choosing the right tools to help eliminate manual work. Phew.
Social media managers are the brains behind every great (and not-so-great) post you see online. The infamous “come up with a nice caption and a cute pic” is a full-scale content creation process.
Many social media managers wear multiple hats. They come up with social media post ideas and manage content calendars. They write catchy copy that fits the tone of the brand. They design graphics or coordinate with designers to create eye-catching visuals. Sometimes, they shoot and edit video content, too.
And don’t forget about approving all of it with clients and stakeholders before going live! Although, collaboration tools can make this part significantly easier.
Facebook feed view in Planable
A good social media manager is always learning stuff. Not that you have to be the Jack-of-all-trades — social media teams of one are a questionable phenomenon, and many social media professionals advocate for more division of functions. But being able to create your post from A to Z or repurpose old content by yourself, if necessary, is a valuable skill.
A social media manager often needs to manage multiple social media accounts at once. Depending on the company, it might also include handling accounts for different brands under the same business.
Sometimes, you might also plan and create content for colleagues’ personal accounts, like executives or team leads. You may even be trusted with full access to manage these accounts directly.
Managing multiple accounts not only means publishing posts to multiple platforms — it also means adapting your strategy. A social media manager has to stay up to date with new quirks or all popular platforms to ensure the content hits the spot.
Social media engagement is about building genuine connections. Social media managers create personas — collective profiles of the target audience — to help guide communication by reflecting who the audience is and what they care about.
In small businesses, social media managers often handle customer service, responding to DMs, answering questions, and solving problems directly.
Social listening is a big part of the job, too. A social media manager monitors mentions, tags, and comments to stay on top of trends and feedback. Social listening helps gauge brand health and is crucial for crisis management.
Influencer marketing is a key part of many digital marketing strategies. Social media managers often find and manage partnerships with influencers and creators.
Choosing the right influencers is important, and it’s up to a social media professional to ensure a good fit. Influencers need strong metrics (like engagement rates, reach, views, follower numbers, etc.), and they should match the brand’s values and audience.
These partnerships can be one-off social campaigns, like Instagram collabs for launches, or ongoing relationships. Both require excellent communication skills to keep influencers and the marketing team aligned.
Some brands have dedicated influencer marketing managers, which I personally support. Still, social media managers play a big role in aligning influencer partnerships with overall social strategies.
We don’t post social media content for its own sake. We do it for results.
Social media KPIs, like engagement rate, reach, or views, show what’s working and what isn’t.
As George Danaila, Content Marketing Strategist at Planable, puts it:
Social media analytics are the most important feedback you can get for yourself as a social media manager. I always plan my next moves after checking the analytics and seeing what worked, what could be improved, and what could be tested further.
A good social media manager has to know how to create a social media report. They focus on meaningful numbers and avoid dwelling on vanity metrics too much. Social media analytics tools and the reports they provide can help you shape future social strategies and justify your actions for stakeholders.
LinkedIn analytics view in Planable
It does take a little time to learn how to start using social media metrics correctly, but there are tons of helpful resources and analytical tools to guide your hand.
Despite all the challenges, the social media manager job is rewarding, fun, and highly in-demand.
Let’s cover nine essential skills a great social media manager needs to be successful and hip among potential employers.
Communication skills are the backbone of a successful social media manager.
Social media managers act as a bridge between departments, ensuring public relations, marketing, and design teams stay aligned. They also collaborate with internal stakeholders like subject experts and external ones like influencers.
It’s a lot of people and a lot of info flying around. You have to define campaign goals, set clear expectations, and report results effectively.
Strong communication helps you find compromises and build relationships. That’s what makes everything click.
Social media is very dynamic. There are always new TikTok trends, platform features, content formats, industry insights, and marketing campaigns. And all of that is your opportunity to rise.
Being curious about what’s happening on social media fuels creativity and innovation, helping your brand stay ahead. It helps you in content creation, sparks new campaign ideas, allows you to jump on emerging trends, and, overall, makes you stand out as a great social media manager.
Fab Giovanetti, Founder of Alt Marketing School, says:
You can learn the analytical skills that are part of that, how to interpret data, and so on. But from the beginning, you have to be curious enough to spot things, to notice anomalies, and want to dig into why things are happening.
Remember I mentioned always learning new stuff? That’s what I meant above all hard skills.
As a social media manager, you create posts designed to grab attention, convey clear messages, and drive action. All in a couple of sentences.
Collaboration on an Instagram post in Planable
This takes mad writing skills, and this is truly a hard skill worth investing in.
Many social media managers (including me) have backgrounds in communication, public relations, or journalism. It helps us understand the flow of the text and use the right triggers when writing catchy captions, hooks, and calls to action.
But you’ll also need clear, professional writing for strategy docs, campaign briefs, and emails. Great writing powers content creation and keeps communication smooth.
A social media manager must understand the quirks of social media networks.
Each platform is unique — that’s why TikTok trends will likely flop on LinkedIn. Knowing what content works best, when to post, and how to use paid features is crucial for crafting a strong, sustainable strategy.
Staying updated on industry news streamlines your social media efforts. Following LinkedIn influencers can teach you how to create engaging content, while tracking Instagram updates can improve your hashtag strategy.
Master your tools, and successful you will be, padavan.
Social media managers juggle many hats daily. Project management is key to staying on top of tasks, not just for a management position.
In most cases, you’ll manage multiple tasks — planning, content creation, posting, and data analysis — all at once. Freelancers and agency professionals often handle multiple brands and campaigns simultaneously.
Creative project management keeps your social media efforts organized and efficient. A streamlined approach with strong time management, clear approval processes, and defined accountabilities ensures everything gets done on time and up to standard.
Multi-level approval workflow in Planable
Delivering quality consistently is the goal.
SEO isn’t just for content writers and web pages anymore. Social media is becoming a search engine. Understanding SEO is now an essential part of social media skills.
SEO practices will differ slightly from platform to platform. Say, Instagram SEO focuses on keywords in captions and bio, while TikTok leans into hashtags and in-video texts like voiceovers and subtitles. Optimizing content with keywords helps the algorithm deliver your social media posts to the right crowd.
You don’t have to be a full-scale SEO expert. However, basic knowledge of SEO allows you to optimize content for maximum visibility. The more people find your posts, the more impact your social media strategy can have.
One of the core tasks of a social media manager is aligning content with business goals. Strategic thinking helps you turn random posting into a cohesive social media presence.
It helps you plan campaigns ahead of time, choose the right influencers, and build a reliable social media calendar.
Social media content calendar view in Planable
Thinking strategically also means viewing your social media as a system. It improves long-term content planning and helps you connect the dots between your content and metrics.
Strategic thinking lets you see the cause and effect, making your efforts smarter and more effective.
Creative design and photography are helpful for any social media professional. You don’t have to be a pro, but knowing what makes a great image, graphic, or meme is definitely an ace in your sleeve.
Understanding social media design trends helps you create content that grabs attention. Whether you prepare your design assets yourself or set a task for designers, an eye for visuals ensures your final posts stand out.
Plus, sometimes, designers aren’t available, and you’ll need to step in. Basic skills in design and photography let you cover your own back and keep things running smoothly.
Empathy may not be a technical skill, but it’s essential for social media managers.
Empathy helps you collaborate with your colleagues and clients. It also allows you to understand your audience and create content that resonates with them.
Fab Giovanetti says empathy is also crucial for resolving customer relation questions:
As a social media manager, you will have to act as the buffer between customers and the customer service team sometimes. So it’s very important to be able to understand where your audience is coming from. It’s all about understanding your audience on a human level and knowing what they are looking for.
After all, a social media manager is a very social job — and empathy makes it work.
Despite all the challenges, I am positive that social media management is an amazing career path. Same as in many other popular fields, there are a lot of people on the market who do social media. But the industry always lacks people who do it well.
So, here’s how to become a social media manager who really rocks.
To manage social media well, you need to understand your platforms inside out. There are things you can learn or read about, like the latest features and algorithm changes, or even trending templates and popular sounds.
But there are also less tangible things. Each platform has its own culture and codes of conduct that can help you ride the wave much better if you get a hold of it.
It’s like visiting a new city: you can visit all the classic points of interest, but the city’s true colors are usually in these hidden places only locals know about.
Learning these intangible things takes lots of screen time. Scroll, explore, and interact to understand the mood and approach of each platform.
If you plan to become a social media manager, you must know how to use social media as a marketing tool. Books on social media marketing can help you understand its role in a customer’s journey and the goals it can serve.
Using social media for marketing in 2025 is all about balance. You can’t reach your business goals solely through cat memes. At the same time, no matter how well the marketing campaign fits your tone of voice or how fancy your assets are, it will flop if you only sell.
People come to socials for entertainment, not to be sold to.
Balancing marketing with genuine engagement is tricky but necessary. Follow social media experts to learn how to strike this fine balance while still working towards your goals.
You don’t need a big budget to learn about social media and digital marketing. Free resources are everywhere.
Follow the social media profiles of brands you admire to see what works and develop an eye for catchy content. Read industry blogs to stay up to date with tips on trends, strategies, and platform updates.
Influencers and creators can be a good source of info, too. Each social media platform has its voice in the industry. I prefer to take influencers’ tips with a grain of salt, but it’s always great food for thought and a hypothesis to test.
Another great free resource is social media templates. They can help streamline content creation, spark inspiration, and keep your posts structured and engaging. Planable offers a collection of 50 free social media templates designed for managers, agencies, and freelancers.
Social media courses can be helpful, especially for beginners who need structure. Some online courses are more fundamental, while others, cover specific areas of social media marketing.
Free courses often provide the basics and give you a solid foundation. Paid courses can offer more advanced knowledge, but their biggest advantage is expert feedback on tasks.
Courses aren’t everything if you want to become a social media manager, but they’re a good start!
Even entry-level jobs sometimes require experience. It’s frustrating. But don’t let this discourage you!
The fact that we all have social media is an advantage. Start with your own profiles — LinkedIn is a great professional setting to build your presence and showcase your skills as an aspiring social media manager.
Hunt any social media accounts you can find. Offer to manage social media for local small businesses, help friends go viral, or try to land an internship to learn the ropes.
Hands-on experience is the best way to grow your skills and stand out. Before applying for such roles, take a moment to check your resume to ensure it highlights your social media projects and measurable results.
Networking can give you valuable insights into the industry, tips to improve your skills, and support when you face challenges. It’s also a great way to discover job opportunities or get referred to new clients. Strong connections open doors that might otherwise stay closed.
Don’t be shy about reaching out — we all had to learn how to become a social media manager once!
Social media AI tools help you automate processes and save time for more important tasks. Why spend 30 minutes posting daily if you can schedule posts in advance?
Approvals, planning, publishing, media library, feedback & collaboration in Planable
When I spoke to Lauren Grubb, she highlighted the importance of finding a great tool:
You need something that will accurately report on performance, ensure your posts go out on time, and help optimize your content. Especially if you’re agency-side, having all in one platform for all my clients is helpful so you can save time and concentrate on other aspects of your job.
Analytics tools help, too. Instead of pulling data manually, aggregated dashboards show metrics in one place. Social media management tools also make scheduling social media posts and managing your online presence much more efficient.
Social media analytics dashboard in Planable
Just keep exploring! Social media marketing is about experiments — with a side of data analytics, for sure, to extract insights from top-performing posts.
We all work for a result, but the funniest part of social media is the journey that takes you to your goals. Explore new formats, try new platforms, follow new trends, and don’t be scared to think outside your guidelines. Authenticity is what counts most.
Some social media managers choose to work in in-house or agency roles, others decide to go freelance for the flexibility, the variety, or the chance to build something on their own terms. If that’s you, there’s one thing you can’t afford to overlook: how you price your services.
When you’re freelancing, pricing isn’t just about picking a number based on what other people are charging or what potential clients might pay. Your fees needs to reflect the income you want to earn, the time you actually have to work, and the type of services you enjoy delivering.
If you need help working it all out, the free pricing resource from The Two Lauras includes a rates calculator, pricing lessons, and a simple tool to help you figure out which services to offer to increase your income whenever you need to.
Core social media skills are communication, strategic thinking, creativity, and proficiency with social media platforms. A degree in marketing, journalism, or communication can be beneficial, but it’s not always necessary. Many employers prioritize practical experience and skills over formal education.
Yes, it’s possible. Entry-level positions often require minimal experience. Building a personal online presence or managing social media for small projects can showcase your capabilities.
There are also many transferable skills from related fields like copywriting, journalism, or content management that you can use to land your first social media job.
Starting salaries vary by location, experience, and industry. In the U.S., the average salary is around $47,910 per year for 0–1 years of experience, with a pay range of $41K – $68K/year.
It’s a little less consistent for Europe — the salary depends a lot on the country you’re working for.
Checking data on average salaries before negotiating with the client can help you calculate how much to charge for social media management.
Yes, social media managers are highly in demand in 2025. According to Zippia, the social media industry is growing rapidly, with a 10% increase in job opportunities projected from 2018-2028.
Businesses continue to invest in digital marketing. With a shift towards social content, there’s more demand for skilled social media managers to build brand presence, engage audiences, and drive results.
Content marketer with a background in journalism; digital nomad, and tech geek. In love with blogs, storytelling, strategies, and old-school Instagram. If it can be written, I probably wrote it.
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