Social Media Manager job description

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This page details everything you need to know about the Social Media Manager job title. From key responsibilities through to how to approach social media recruitment.

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What does a Social Media Manager do?


A Social Media Manager is responsible for building a brand's online presence across a variety of social networks. This role will increase brand awareness and generate leads through a strong social media strategy. They share quality content across multiple channels that align with the target audience's expectations and overall marketing strategy.


Key responsibilities

Responsibilities of the role may vary depending on industry, company size, team structure and business goals. The normal duties of a Social Media Marketing Manager will include:

  • Collaboration: Work closely with the marketing and design team to develop and deliver a cohesive brand personality
  • Social media strategy: Manage the social media calendar, considering all types of content to ensure channels achieve strong reach and engagement
  • Create and share content: Plan, create and post on social media quality content that is tailored to each channel, including TikTok, Instagram, Threads, Facebook, X, YouTube, LinkedIn, Pinterest (and any future channels)
  • Trends spotting: Stay up to date with the latest trends, advising on cultural and social moments to ensure the business is part of relevant conversations
  • Community management: Engage with social media users by replying to comments and DMs, delivering good customer service and maintaining the brand tone of voice
  • Attend external events: Confidently represent the brand at marketing events, photoshoots and brand activations
  • Personal branding: Use your expert knowledge of different platforms to share personal branding best practice and promote leaders in your business
  • Influencer marketing: Manage influencer relationships as well as building new partnership opportunities
  • Report on key activity: Regularly review and report on performance, benchmarking against business goals, market trends and competitor activity


Skills and requirements

Skills a Social Media Manager should have include:

  • A minimum of 2 years' experience creating and/or executing social media marketing strategies
  • In-depth knowledge of social media platforms and best practises
  • Strong organisational skills and an eye for detail
  • Excellent copywriting and communication skills
  • Excellent short-form video editing skills
  • Experience with social listening and social media management tools, such as Sprout Social or Hootsuite
  • Knowledge and/or passion for the industry

Salary expectations

The average permanent salary for a Social Media Manager is £40,000 - £60,000. A contractor can expect a day rate of £200 - £300.

For more in-depth advice, download our salary guide below.

Learn more

With the experience gained in content creation, Social Media Managers may consider a lateral move to a content role. Content Marketing Managers are responsible for producing and executing content marketing strategies across a breadth of channels. This role will broaden your experience beyond social media.

With enough experience managing social media channels, your career path could lead you to a Head of Social role. This position is responsible for leading a team of digital marketers to execute social media campaigns and strategies.

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