What Does a Social Media Manager Do?

So, you’re interested in enlisting the help of a freelance Social Media Manager, so you can get back to running your business and focusing on more important things.

“But what does a Social Media Manager even do? Just post pretty pictures? Why should I have to pay more than the minimum wage just for THAT?”

Very good questions. You see, the area of social media – within the wider digital marketing umbrella – is much more complex than many people think.

10+ years ago, social media marketing was typically assigned to someone already on the marketing team, such as a Marketing Assistant. 

But with the rapid rise of numerous social media platforms, online advertising, and the outpouring of content (both human and AI!), companies of all sizes are understanding the need for a dedicated specialist.

But what do they do exactly? What services does a Social Media Manager provide?

Let me break it down for you.

And bear in mind: this list is not exhaustive!

Here’s what a Social Media Manager typically does:

• Social media marketing and content strategy
• Target market research
• Competitor research
• Posting to platforms and scheduling upcoming posts on a scheduler/management software, like Hootsuite
• Content calendar planning – deciding on themes for the week, planning what posts will go out, and getting these posts approved by clients
• Keeping up to date with the current campaigns, events, initiatives, and news within the client’s business
• Optimization of each social media platform (e.g., making sure the profile and cover photos are up to date, making sure the about/bio sections are filled out)
• Content management – organizing the client’s content (imagery, video, blogs, etc.)
• Content production – creation of graphics, branded images, blogs
• Graphic design; use of Photoshop, InDesign, Canva, or other design software
• Editing of reels and short-form video content
• Visual design of the social media platforms – e.g., the Instagram “grid”
• Sometimes they offer photography or video filming (usually “optional” content creation services)
• Creating stories for each relevant platform 
• Content curation – requesting imagery, blogs and other content from the client
• Sourcing relevant industry content, research on what’s happening in the client’s industry
• Managing influencers, outreach, and collating influencer content
• Collating “user-generated” or customer/fan content
• Community management and customer service – replying to comments and private messages
• Engagement – engaging with other users/accounts and implementing growth strategies
• Influencer research and outreach
• Copywriting
• Branding
• Hashtag or keyword research and strategy
• Meta Advertising campaigns – strategizing, planning, optimising, creating, reporting, funnel strategy, pixel tracking, custom audiences and conversions creation
• Reputation management
• Social listening – gauging brand sentiment on social media
• Keeping up to date on the client’s industy and reading blogs, news sites, papers
• Database updating – organising client imagery, content, resources, documents
• Analysis and reporting  – then reporting this back to clients
• Client management – calls, meetings, updates…  any and all communication with said clients
• Frequent training/upgrading to learn new platform features and changes!

Phew!

As you can see, when you hire a Social Media Manager, you are hiring their expertise, knowledge, experience, strategic and creative thinking… and then their time on top of that.

Feeling overwhelmed? I don’t blame you.  If you’re interested in discussing how I can help with social media management for your business, feel free to contact me.