Social Media Manager – Digital

Job Category Digital Icon

Digital - Online / App / Mobile

Social Media Managers are responsible for communicating with their employer or client’s customers via social media websites.

Work activities

Social media managers will handle the social media presence of their employer or clients, analysing, reviewing and contributing to activity across Facebook, Twitter, Google+, Pinterest, YouTube and other social networks.

Working conditions

Working hours are normally 9am to 5pm, Monday to Friday, though evening and weekend work may be necessary dependent on campaigns and deadlines. Freelancers may work longer hours, based on the needs of the client and the volume of work you have chosen to take on. You will normally be office based, spending a large volume of time at a computer, though you may also be required to attend meetings or present your work to clients or colleagues.

Entry requirements

There are many ways to become a social media manager. Many employers will hire graduates from advertising, media and communications, digital marketing, journalism, public relations and business management. You may also gain relevant skills and experience from other areas of work, such as marketing, advertising or PR - and many social media managers are promoted from an assistant manager role. Most employers will take interest in your knowledge and previous experience of social media, so it can often be useful to manage your own social media profiles, volunteer as a social media executive for a charitable organisation, or to ask if you can be involved in the social media sites of your current company. It will also soon be possible to enter digital apprenticeships to acquire this role.

Job income

  • Salaries start around £22,000 annually
  • Moderately experienced social media managers can extend this to between £25,000 and £35,000 annually
  • With senior level experience, salaries can be upwards of £75,000
  • Freelance social media managers can negotiate their salary with the client based upon reputation and experience
  • Figures are intended as a guideline only

Benefits and prospects

Social Media Managers have promotion opportunities and may advance to Senior Social Media Managers, or move to larger companies.


  • Update and maintain the company's social media accounts
  • Write engaging content for blogs and articles that will appeal to the target market
  • Communicate and respond to users via the social media platform
  • Search for mentions of the company on sites other than social media
  • Oversee competitions and campaigns that promote the company
  • Develop strategies to increase the amount of users and interactions on the social media platform
  • Manage multiple social media platforms
  • Use tracking tools to gather data on the target market in order to improve the marketing campaign
  • Report strategies and analytics data back to management

Skills and qualities

  • Excellent written and oral communication skills
  • Ability to write engaging content
  • Have an analytical approach to data
  • A strong eye for detail
  • An understanding of the company and target market
  • An understanding of marketing techniques