Social Media Manager: Facts, Skills, and Next Paths

A Social Media Manager plans, creates, and publishes content across platforms like Instagram, TikTok, Facebook, Pinterest, and YouTube to meet marketing and communication goals. They manage content programming, engage with audiences, and collaborate with designers, influencers, and creative teams to execute campaigns.

Core responsibilities include developing social media strategy aligned with organizational goals, overseeing daily content, and analyzing performance to improve engagement. The role typically reports to a VP of External Communications (as at FINRA) or works within a lean team handling social, video, and graphics (as at Odd Sox LLC). For example, the Manager at FINRA sets strategy and maintains the organization’s voice, while the Social Media Manager at Art Center College supports brand visibility and recruitment.

The median salary for Social Media Managers is about $71,627. The most requested skills in current job postings are Social Media Management (50%), Analytics & Reporting (30%), Content Strategy (20%), and Copywriting (20%).