OVERVIEW
What is a Social Media Manager?
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Social media managers (SMMs) are the marketing professionals who help shape a brand’s online presence through content, community engagement, and strategic communication. Using platforms like Instagram, TikTok, YouTube, X, LinkedIn, Facebook, Threads, and Pinterest, they help brands connect with audiences, tell their story, and build awareness.Ìý
Standing out in today’s crowded digital landscape is more challenging than ever, which means there is an ongoing need for professionals who can connect brands with the right audiences. Organizations rely on social media managers to strengthen their online presence, grow communities, and create authentic connections with customers. Beyond creating and publishing content, social media managers develop social media strategy, engage with online communities, monitor performance metrics, and help organizations adapt to evolving social media trends.
If you’re looking for a dynamic career that blends creativity, communication, and strategy, social media management may be a great fit. Earning a bachelor’s degree in marketing, communications, or a related field can help you build the skills you need to succeed in this dynamic and evolving profession.
RESPONSIBILITIES
What Does a Social Media Manager Do?
Planning, managing, and creating content is a key part of a social media manager’s job description. Because every platform has its own audience, content formats, and best practices, social media managers must tailor their approach to each channel while supporting broader business goals.
Some common social media manager responsibilities include:
Owning branded social media channels. Social media managers oversee and manage an organization’s presence across multiple platforms. They tailor content and engagement strategies to each channel while maintaining a consistent brand voice. As new platforms, features, and trends emerge that are relevant to a brand, SMMs need to adapt their approach to meet audiences where they are.
Creating social media marketing strategy. From lead generation to customer conversions, marketing supports a variety of business goals. Based on these goals, SMMs develop multi-channel marketing strategies to help brands connect with audiences and drive engagement.Ìý
Developing social media campaigns. Whether they’re supporting a product launch, fundraising effort, event, or brand initiative, social media managers often coordinate organic and paid campaigns to help organizations achieve their goals. For example, SMMs working for online retail stores may run campaigns as a part of a product launch. SMMs working for a nonprofit might run campaigns to drive fundraising.ÌýÌý
Creating and publishing engaging content. Social media managers plan content calendars, write captions, coordinate creative assets, and develop content designed to engage their target audience. They also coordinate content creators, and oversee approval and scheduling for all platforms.Ìý
Monitoring social and ad performance. Tracking and reporting performance helps organizations allocate funds and adapt campaign strategies accordingly. Social media managers use analytics and reporting tools to track campaign performance and optimize content.ÌýÌýÌý
EDUCATION & BEST DEGREES
How Do I Become a Social Media Manager?
Because social media is such an important part of so many different businesses and organizations, every path to social media management is unique. Some go straight into social media after graduating college. Others discover their love for marketing after working for a year or more in a different role and go on to work in social media in a similar industry.Ìý
Here are some of the most common steps to becoming a social media manager.Ìý
Step One:ÌýGet Your Bachelor's Degree
Many employers prefer to hire social media managers with a bachelor’s degree. The good news is that social media management combines skills from several fields, allowing flexibility in your area of study. While a social media marketing degree isn’t typically required, employers commonly seek candidates with degrees in marketing, communications, journalism, public relations, or related fields.
Step Two:ÌýBuild Your Portfolio
Whether through an internship, a freelance role, or an entry-level job, such as community manager, you’ll want to start building your portfolio to demonstrate your social media marketing abilities. Grab screenshots, gather analytics, and keep track of your campaigns and progress so you can share your talents and experience with future employers or clients.ÌýÌý
Step Three:ÌýBecome a Social Media Coordinator
To become an effective social media manager, you need first-hand experience. Employers and clients want to know you have a proven track record and the ability to create engaging social media content.ÌýÌý
While many marketing and public relations positions can lead to an entry-level social media role, more often than not you’ll need a year or more of experience before shifting to a managerial role. However, if you have experience managing personal or small- business social media accounts, or if you have managerial experience in other fields, you may be able to shift sooner with the right portfolio and experience.
Step Four:Ìý Advance to Social Media Manager
Creating and implementing marketing strategies will be a significant part of your role as a social media manager. Experience and a strong portfolio can help you demonstrate your strategy, planning, and content creation abilities. Earning a master’s degree in digital marketing can help you stay competitive and stand out to employers.Ìý
Best Degrees for a Social Media Manager
Business
Marketing – B.S.
For those who want to lead brands and steer consumer markets:...
For those who want to lead brands and steer consumer markets:
- Time: 60%Ìýof graduates finish within 19 months.
- Tuition:Ìý$3,830 per 6-month term.
- Courses: 37 total courses in this program.
Skills for your résumé you will learn in this program include:Ìý
- Communication
- Marketing
- Sales
- Management
- Project Management
- Product Management
Marketing is a creative and exciting field—and one where an undergraduate degree will open better opportunities.
Business
Marketing – M.S.
Two online marketing master's degree options with a focus on either...
Two online marketing master's degree options with a focus on either digital marketing or marketing analytics.
- Time:Ìý61%Ìýof graduates finish Â鶹Դ´ master's programs in 18 months
- Tuition:Ìý$4,805 per 6-month term
- Courses:Ìý10 total courses in this program
- Specialization:ÌýStudents choose from two specializations to focus their marketing studies on digital marketing or marketing analytics
Skills for your résumé that you will learn in this program:
- Management
- Strategic Planning
- Digital Marketing Analytics
- Presentations
- Market Research
- Communications
A marketing master's degree will help you prepare for a wide range of exciting marketing careers.
Business
Digital Marketing Fundamentals – School of Business
Enhance your résumé and showcase your skills with a digital marketing...
Enhance your résumé and showcase your skills with a digital marketing fundamentals certificate from the School of Business.
- Time: 4 months from start to finish.
- Cost: $2,250 for the certificate.
- Courses: 4 courses total in this program.
This program is designed for individuals who want to boost their résumé with the help of a digital marketing and e-commerce certificate from Â鶹Դ´â€™s School of Business.
Whether you want to advance your career in this field, or you're just getting started, a digital marketing fundamentals certificate can help you be ready for your next career step. You'll be prepared to work in a variety of industries including:Ìý
- Startups
- Healthcare
- Manufacturing
- IT
- Retail
- E-Commerce
Business
Communications – B.S.
An online communications program designed for students who want real-world...
An online communications program designed for students who want real-world skills for a variety of industries.
- Time:Ìý60% of students finish similar programs in 19 months.
- Tuition:Ìý$3,830 per 6-month term
- Courses:Ìý38 total courses in this program
Skills for your résumé you will learn in this program:
- Strategic Communications
- Crisis Communication
- Content Creation
- Value-Based Leadership
- Project Management
This degree prepares you with relevant industry skills and experience that will help you move forward in your career.
How Much Does a Social Media Manager Make?
$60,808
According to , the average annual salary for a social media manager is $60,808 in 2026. Salaries can vary based on factors such as experience, industry, location, and employer. Professionals working in related roles, such as community manager or social media strategist, may earn different salaries depending on their responsibilities and levels of expertise.Ìý
What Is the Projected Job Growth?
6%
For the job category of advertising, promotions, and marketing managers, the U.S. Bureau of Labor Statistics (BLS) projects a 6% growth from 2024 to 2034, with an average of about around 36,400 openings each year. As organizations expand their social media marketing efforts to spread brand awareness online, the need for social media managers will continue to grow.
SKILLS
What Skills Does a Social Media Manager have?
From small businesses and nonprofits to colleges and global corporations, organizations across industries rely on social media managers to communicate with their audiences and build meaningful online communities. Because social media trends, platforms, and algorithms are constantly evolving, successful social media managers need to be adaptable and creative in their content strategy.
Common skills and qualifications for social media managers include:
- Strong written, verbal, and visual communication.Ìý
- Creativity for developing engaging content, campaigns, and social media strategies.
- The ability to think strategically and align social media efforts with business goals.
- A deep understanding of social media platforms, trends, and audience behavior.
- An eye for design and visual storytelling across social media platforms.
- Copyediting and proofreading skills to ensure content is clear, accurate, and on brand.
- The ability to analyze performance data and use insights to improve future campaigns.
- Time management and organizational skills to manage multiple projects and deadlines.
- Interpersonal skills for collaborating with team members, creators, influencers, and online communities.
Our Online University Degree Programs Start on the First of Every Month, All Year Long
No need to wait for spring or fall semester. It's back-to-school time at Â鶹Դ´ year-round. Get started by talking to an Enrollment Counselor today, and you'll be on your way to realizing your dream of a bachelor's or master's degree—sooner than you might think!
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