What is a Social Media Manager and what do they do?

Social media manager, community manager, online presence manager… and Social Media Manager! Who hasn’t heard of one of today’s most popular professions? We are talking about a job born from the digital revolution and the rise of platforms such as Facebook, Twitter –now X–, Instagram, or TikTok. But do we really know what they do and why they are among the most valued profiles in companies?

More than 4.8 billion people use social media and spend an average of two hours and 24 minutes daily interacting on these online platforms (Elogia marketing agency study). These networks are used to talk about politics and economics, as well as society, culture, sports, and entertainment. In other words, everything happening in the world and everything that concerns or entertains people is discussed on platforms like Facebook or Instagram. In this context, a series of professions have emerged that are experiencing their golden age, and the Social Media Manager stands out among them.

Readers have surely heard about them many times, but… do we really know what a Social Media Manager is, what their functions are, and what their average salary is? In this post, we reveal four key aspects that define one of the most in-demand professional profiles today.

What is a Social Media Manager?

This is the name given to the person responsible for managing a brand’s presence on social media. They are in charge of controlling the messages a company shares on online platforms and monitoring the conversation around it. The Social Media Manager is part of the communication and/or online marketing team within organizations, both private and public. Today, no company can escape what is being said or commented in this global digital village.

The Social Media Manager is among those profiles that have seen a significant increase in job opportunities and job offers. Considering what a Social Media Manager is and the penetration of these media channels, it is understandable that statistics show:

• 1 out of 2 jobs today are related to the digital world.
• Last year, vacancies in this field grew by 61%.

These figures, provided by LinkedIn, highlight that this is a promising career for those looking to redirect their professional path toward a future-oriented profession.

What are the functions of a Social Media Manager?

The main functions of a Social Media Manager are five:

1. Create a social media strategy: Select the platforms where the brand should be present, define how, and design a plan for each channel.
2. Create content for online platforms: Likes are highly valuable, and achieving them requires producing engaging content. This has led to the rise of the content creator role.

This task has given rise to professionals dedicated exclusively to content creation for different platforms.

3. Market research: Understanding the target audience, their preferences, competition, and the most effective formats. Data analysis is essential for defining strategies.

The work of social media and community management relies heavily on data analysis and research to build effective strategies.

What is the salary of a Social Media Manager?

The Social Media Manager is among the most in-demand professionals. But does this demand reflect in their salary?

• The average salary is around €27,000 per year (Glassdoor).
• The salary depends on experience:
• Junior profiles who are just starting their careers.
• Senior professionals with years of experience.

Differences between Community Manager and Social Media Manager

1. The Social Media Manager is the captain of the ship. They define the overall social media strategy.
2. The Community Manager is part of the crew. They manage the community and day-to-day interactions with users.
3. The Community Manager reports to the Social Media Manager, who supervises strategy and objectives.

Both roles are usually part of marketing and communication departments, especially in digital and online reputation teams. They often require specialized training such as postgraduate programs in digital marketing or corporate communication.