what is a social media manager?

A social media manager manages and creates content for a company or individual's social media accounts. You use social media platforms such as Facebook, Twitter, Instagram, and LinkedIn to build brand awareness, engage with followers, and ultimately drive traffic and sales.

On a day-to-day basis, you are responsible for creating social media posts, responding to comments and messages, analysing data to determine what's working and what isn't, and working with other members of a marketing team to develop strategies and campaigns. In addition to being creative and having strong communication skills, you also have a good understanding of analytics and are able to use tools to track engagement and analyse trends.

Ultimately, the goal of a social media manager is to build a strong online presence for their company or individual clients. By creating engaging content, interacting with followers, and developing effective social media strategies, you help to build a loyal following and drive business success.

Does this sound like a role that would suit you? If so, keep reading to find out what skills and competencies can help you thrive as a social media manager.

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average salary of a social media manager

According to Payscale, the average salary of a social media manager is approximately ₹313,000 per year. This median falls between the lower end of the scale at ₹149,000 and the higher end at ₹770,000. Your pay as a social media manager can be increased through bonuses and commissions. For the highest earners in the field of social media, the average annual income can be as high ₹ 10,00,000.

factors that affect social media manager's pay

Experience plays a substantial role in determining your salary as a social media manager. If you are just starting your career, expect to make less than someone who has been in the field for several years. As you gain more experience and develop a good track record, your salary will likely increase.

The size of the company you work for can also affect your salary. Larger companies may offer higher salaries and more opportunities for advancement, while smaller companies may offer more flexibility and a more varied range of responsibilities but lack the capacity for advancement.

Some industries are known for having higher salaries for social media managers due to the highly visual nature of the content. Other industries, such as non-profits, may have lower salaries but offer the opportunity to work on meaningful projects.

Woman sitting at a desk working on marketing platform.
Woman sitting at a desk working on marketing platform.

types of social media manager

There are many different paths you can take in your career as a social media manager. Depending on your interests, skills, and experience, you may choose to specialise in one or more of the following areas:

  • content creator: as a content creator, you are responsible for creating engaging and visually appealing content for your client's social media channels. This may include writing copy, designing graphics, and taking photos or videos.
  • community manager: you are responsible for engaging with your client's followers and building relationships with customers and fans. You respond to comments and messages, host social media events, and monitor the overall responses for each channel.
  • analytics specialist: as an analytics specialist, you use various tools and techniques to track the performance of your client's social media channels and campaigns. You analyse data, conduct research, and make data-driven decisions to improve results.
  • social media strategist: you work closely with your employer or clients to develop effective social media strategies that align with their goals and objectives. This part of the job involves conducting research, analysing data, and staying up-to-date with the latest trends and best practices.
  • influencer manager: as an influencer manager, you work with social media influencers to promote your employer's brands and products. You identify and reach out to influencers, negotiate contracts, and manage relationships with influencers over time.

working as a social media manager

Being a social media manager requires creativity, excellent communication skills, and a good eye for design. You attract an audience's attention to your employer or client's brand with carefully crafted social media content.


education and skills

Some of the academic qualifications for social media managers include:

  • bachelor's degree: there are no standardised requirements when it comes to education for this profession. However, many employers will only hire a social media manager with a degree, preferably in communications or a related subject.
  • experience: experience is essential when applying to become a social media manager. Your experience can come from working as part of a social media team, but being able to demonstrate that you have successfully run or managed a popular social media account may be enough.

social media manager skills and competencies

Some of the qualities of a social media manager include:

  • creativity: social media is all about standing out and catching people's attention. You are creative and innovative in your approach, developing unique and visually appealing content. You use humour or emotion to connect with followers and think outside the box when it comes to social media campaigns.
  • communication skills: as the voice of your client's brands on social media, you are an excellent communicator. You have strong writing skills and the ability to craft compelling copy and captions. You also respond to comments and messages in a professional and engaging manner.
  • strategic thinking: social media is an important part of a broader marketing strategy, and you work strategically to align your social media efforts with your client's goals and objectives. You may develop campaigns around product launches or seasonal events, or partner with influencers to reach new audiences.
  • relationship building: you work to build relationships with followers and customers by connecting with people and building trust over time. You respond to comments and messages, host social media events, and engage with followers in a genuine and authentic way.

FAQs about working as a social media manager

Here, you will find the answers to the most frequently asked questions about the profession of social media manager.

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