Social media manager

Social media managers co-ordinate online content and communications strategies for their clients.

In this guide

What you'll do

Day-to-day tasks

As a social media manager, you would:

  • develop strategies and campaigns to increase audience size and participation
  • co-ordinate updates to your social media channels
  • create and edit content like articles, blogs, video clips and reels
  • respond to social media posts, discussions and customer feedback
  • use social media tools to manage multiple sites
  • analyse data to check the effectiveness of campaigns and to spot trends
  • produce reports, detailing insights and recommendations
  • work closely with marketing teams

Working environment

You could work in an office.

Career path and progression

With experience, you could:

  • move into a senior post or become head of social media with your employer
  • manage social media output for a larger company or organisation
  • work in consultancy, advising corporate clients on social media strategy

You could also become an online digital community manager, acting as a link between consumers and businesses supplying online products. For example, working with esports gamers and developers in the online gaming community.

What it takes

Skills and knowledge

You'll need:

  • knowledge of media production and communication
  • to be thorough and pay attention to detail
  • the ability to sell products and services
  • the ability to work well with others
  • the ability to use your initiative
  • thinking and reasoning skills
  • business management skills
  • excellent verbal communication skills
  • to be able to use a computer and the main software packages confidently

Most relevant

  • English Language - Social media managers write engaging copy, blog posts, articles, and scripts tailored to specific audiences every day. They need to adapt their tone and style for different platforms and know how to grab attention quickly with clear, persuasive language.
  • Business - Social media managers develop strategies to grow audiences and increase engagement, which directly supports a company's commercial goals. They need to understand branding, target markets, and how social media fits into a wider business and marketing plan.
  • Media Studies - Social media managers develop content strategies across platforms like Instagram, TikTok, and YouTube. Media Studies builds their understanding of how different formats communicate meaning, how audiences engage with content, and how to think critically about representation and media language when planning campaigns.
  • Mathematics - Social media managers analyse data from campaigns to measure engagement, reach, and conversion rates. They use statistics and trends to produce reports, make recommendations, and decide where to focus future efforts.

Also relevant

  • Art and Design - Social media managers design eye-catching graphics, select images, and create visually appealing posts that stand out in busy feeds. A good sense of layout, colour, and visual branding helps them produce content that looks professional and on-brand.
  • Psychology - Social media managers need to understand what motivates people to engage, share, and respond to content online. Knowledge of how people think and behave helps them craft campaigns that connect with audiences and build loyal communities.
  • Computer Science - Social media managers work with analytics tools, content management systems, and sometimes basic coding or scripting to automate posts or customise platforms. Understanding how algorithms and digital systems work helps them optimise content for visibility and reach.
  • Economics - Social media managers often work on campaigns tied to product launches, sales, or market trends. Understanding consumer behaviour, supply and demand, and how economic conditions affect spending helps them time and target campaigns effectively.
  • Sociology - Social media managers need to understand how different groups interact online and how trends spread through communities. Sociology's focus on culture, identity, and group behaviour helps them create content that resonates with diverse audiences.

How to become

You can get into this job through:

  • a university course
  • an apprenticeship
  • working towards this role

Some employers may expect you to have a degree in a relevant subject, like:

  • advertising
  • marketing and public relations
  • digital and social media marketing
  • digital content creation
  • journalism
  • business management

A degree with a work placement will help you gain valuable experience and may be an advantage when you look for work.

Entry requirements

You'll usually need:

  • 2 to 3 A levels, or equivalent, for a degree

More Information

You could apply to do an apprenticeship to get into this job.

For example:

  • Content Creator Level 3 Advanced Apprenticeship
  • Multi-channel Marketer Level 3 Advanced Apprenticeship
  • Digital Community Manager Level 4 Higher Apprenticeship
  • Digital Marketer Level 6 Degree Apprenticeship

These apprenticeships take between 2 and 3 years to complete and are a mix of on-the-job training and classroom learning.

Entry requirements

You'll usually need:

  • 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, including English and maths, for an advanced apprenticeship
  • 4 or 5 GCSEs at grades 9 to 4 (A* to C) and A levels, or equivalent, for a higher or degree apprenticeship

More Information

You could start work with a social media or marketing company as an assistant or digital content creator. As you get more experience, you could work your way up into a management position.

You could also do qualifications through professional bodies like the Institute of Data and Marketing and The Chartered Institute of Marketing to help improve your prospects.

Experience of working with social media could help when applying for jobs. You could get experience by:

  • volunteering to manage a charity or community group's social media channels
  • managing your own social media profiles
  • contributing to your school, college or university channels
  • writing blogs or creating podcasts and tracking their use and popularity
  • getting involved in social media for the company you already work for

You could also keep up to date by joining webinars about social media trends.

You may find volunteering opportunities through Do It or The National Council for Voluntary Organisations (NCVO).

Career tips

Many jobs combine technical duties with management roles, so it can help if you have:

  • video, sound and image editing skills
  • the ability to write engaging copy and scripts for a target audience
  • an understanding of search engine analytics

Further information

You can find out more about social media marketing careers through The Chartered Institute of Marketing.

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