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Social Media Manager recruitment

If you are seeking a career as a Social Media Manager, or looking to hire a candidate for this role, this comprehensive guide will provide you with the essential information you need.

We cover everything from the key responsibilities of a Social Media Manager, the required skills, salary expectations and what employers are looking for today. 

If you’re an employer looking to recruit a Social Media Manager please see our Digital Marketing page or click the button below to speak to us directly.

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What does a Social Media Manager do?

A Social Media Manager is responsible for managing a company’s presence across social media platforms including: Facebook, Twitter/X, Instagram, LinkedIn and TikTok. They create and share engaging content, interact with followers and build a strong online community that aligns with the brand’s voice and goals. Whether it’s handling content creation, managing paid ads, or tracking campaign success through analytics, Social Media Managers play a crucial role in enhancing a company’s digital visibility.

Main objectives and responsibilities for a Social Media Manager

The roles and responsibilities of a Social Media Manager can vary depending on the size of the company and the industry, but typically these will include:

  • Developing and implementing social media strategies aligned with business goals.
  • Managing content creation for social platforms—posts, images, and videos.
  • Engaging with audiences through comments, messages, and live chats.
  • Running and optimising paid social media campaigns across platforms like Facebook and Instagram Ads.
  • Tracking and reporting on social media performance using tools like Google Analytics, Hootsuite, and Facebook Insights.
  • Staying up to date with the latest social media trends, tools, and technologies.

Essential skills for a Social Media Manager

To succeed as a Social Media Manager, candidates need to bring a diverse set of skills that combine creativity, technical know-how and analytical thinking. Key skills include a strong understanding of social media dynamics and the ability to create engaging content. 

Content creation

Proficiency in crafting engaging text, visuals, and video content is essential, particularly when working on campaigns and projects for organisations of varying sizes.

 

Social media analytics

Ability to analyse and interpret performance metrics to optimise future campaigns.

Community management and engagement

A Social Media Manager needs strong communication skills to interact with social media communities, ensuring a brand’s voice is consistent and engaging across different platforms

Time management

Whether you work for smaller companies or larger companies, the ability to juggle multiple tasks while meeting deadlines is crucial.

 

Paid advertising

Expertise in managing social media ads, particularly on Facebook, Instagram, X (Twitter), LinkedIn and TikTok.

Graphic design & video editing

Basic skills in tools like:

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Social Media Manager salary expectations

What can you expect to earn as a Social Media Manager? Salaries vary based on experience, location, and the size of the company.

If you are starting off in this role, you can expect to earn in the region of £20,000 to £28,000 per year. Whereas a highly skilled, experienced Social Media Manager can command upwards of £40,000 – £50,000 per annum.

This figure can be influenced by location, experience and the industry concerned. If you can evidence a proven track record of successful achievement over the years, this can enhance the package being offered. Equally, the overall salary package can include equity, pensions, health care and other benefits.

Read our guide:
Digital Marketing salary 2025

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Education and qualifications required for Social Media Managers

While there is no strict educational requirement to become a Social Media Manager, many employers look for candidates with:

  • A degree in Marketing, Communications, Journalism or Business. You could also do qualifications through professional bodies like the Chartered Institute of Marketing to help improve your prospects.
  • Relevant certifications such as Google Analytics, Facebook Blueprint or certifications from Hootsuite or HubSpot.
  • Experience managing social media accounts, whether personal, freelance, or as part of a company. Volunteering opportunities or working with an online gaming community could also help you gain valuable experience and develop your editing skills.
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Career progression and growth opportunities for a Social Media Manager

A career in Social Media Management offers plenty of room for growth, with progression opportunities in both specialist and leadership roles. Here are some typical  roles Social Media Managers progress to:

Social Media Manager job description

Here is a typical job description for a Social Media Manager:

We are seeking a creative, experienced, and results-oriented Social Media Manager to drive our social media presence and engage with our audience in meaningful ways. Reporting to the Head of Digital Marketing, the Social Media Manager will be responsible for crafting and executing our social media strategy, managing content calendars, and fostering community engagement across various platforms. The ideal candidate will have a strong grasp of social media trends, an understanding of social media analytics, and a passion for building brand loyalty and online engagement.

Key Responsibilities:

Social Media Strategy:
Develop and implement a social media strategy that aligns with our business objectives, enhancing brand visibility, engagement, and follower growth.

Content Creation & Curation:
Create, schedule, and manage high-quality content across social media platforms (e.g., Facebook, Instagram, Twitter, LinkedIn). Work closely with the design and content teams to ensure consistency and effectiveness in brand messaging.

Community Engagement:
Monitor and actively engage with our community on social media, responding to comments, messages, and mentions promptly to enhance customer satisfaction and build loyalty.

Campaign Management:
Lead social media campaigns that drive engagement, conversions, and brand awareness. Manage campaign timelines, budgets, and analyse performance metrics to ensure success.

Performance Analysis:
Utilise social media analytics tools such as Facebook Insights, Twitter Analytics, and Hootsuite to track, analyse, and report on campaign performance. Make data-driven adjustments to improve results and maximise ROI.

Collaboration:
Work collaboratively with internal teams (such as Digital Marketing, Content, and Customer Support) to align social media efforts with wider business goals. Liaise with influencers and third-party agencies where necessary to expand brand reach.

Trend Monitoring & Innovation:
Stay up-to-date with social media trends, tools, and best practices. Continuously seek opportunities to innovate and improve our social media presence and engagement.

Requirements:

Proven Experience:
3-5 years of experience managing social media for brands, with a track record of building and engaging communities. Experience in a similar industry is a plus.

Platform Expertise:
Strong knowledge and experience with key social media platforms and their advertising options (e.g., Facebook, Instagram, LinkedIn, Twitter). Familiarity with social media management tools like Hootsuite, Buffer, or Sprout Social.

Analytical Skills:
Proficiency in social media analytics and reporting. Ability to interpret data to optimise content and campaigns for better engagement and performance.

Creative Skills:
Excellent written and visual communication skills, with an ability to create engaging, on-brand content that resonates with our target audience.

Organisational Skills:
Strong ability to manage content calendars, project timelines, and multiple campaigns. Detail-oriented with the ability to balance multiple priorities effectively.

Adaptability & Proactivity:
A forward-thinking attitude with the ability to adapt quickly to social media trends and platform changes. Eagerness to explore new opportunities for growth and engagement.

Educational Background:
Bachelor’s degree in Marketing, Communications, Journalism, or a related field.

This role offers the chance to be part of a dynamic and collaborative team, with ample opportunities for creativity and impact. If you have a passion for social media and a strategic approach to content, we would love to hear from you. 

Typical Social Media Manager interview questions

Hiring a Social Media Manager requires evaluating their strategic thinking, creativity and data analysis skills. Some common interview questions for this role include:

  • “Which social media platforms are you most experienced with?”
  • “Can you give an example of a successful social media campaign you’ve led?”
  • “How do you track and measure the performance of your social media efforts?”
  • “How would you handle a social media crisis while managing multiple social media accounts?”
  • “What trends do you think will shape social media marketing in the next few years?”

These questions help recruiters assess whether the candidate can bring both creativity and results-driven strategy to the role.

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How to become a Social Media Manager

If you’re looking to become a Social Media Manager or help someone build a career in this field, here’s how to get started:

  1. Gain experience

Whether through internships, freelance work, or managing your own accounts, hands-on experience is key.

  1. Build a portfolio

Showcase your ability to create engaging content and grow a social following with a strong portfolio.

  1. Get certified

Certifications in digital marketing, analytics, or specific platforms can give you an edge.

  1. Stay updated

Follow industry blogs, attend webinars and stay on top of new trends and tools in social media.

 

FAQs

What does a Social Media Manager do daily?
They create, schedule, and monitor content across platforms, engage with followers, and track performance metrics to adjust strategies as needed.
What skills are essential for a Social Media Manager?
Key skills include content creation, copywriting, analytics, knowledge of social media tools, creativity, and good communication.
What platforms are most important?
Common platforms include Facebook, Instagram, Twitter, LinkedIn, and TikTok, with the choice depending on the audience and industry.
How can Social Media Managers drive engagement effectively?
Social Media Managers drive engagement by creating compelling content, fostering interaction with followers, and optimising social media activity to align with audience preferences. Using social platforms strategically, they focus on enhancing an online presence, ensuring copywriting skills and an understanding of social media platforms contribute to consistent growth and meaningful connections.
How can an apprenticeship in social media management help start a career?
An apprenticeship in social media management provides hands-on experience and a chance to work with a social media or marketing company. It helps you gain an understanding of social media platforms, develop copywriting skills, and learn how to manage social media activity effectively. Many social media managers begin their careers this way, building relevant experience while contributing to an online presence for businesses.
What type of work experience is valuable for becoming a Social Media Manager?
Valuable work experience includes internships, freelancing or entry-level positions where you work with a social media or marketing company. Practical experience in creating content, managing social platforms, and analysing performance is essential. Developing a strong online presence through relevant experience on social media platforms will also prepare you for a management position.
How is social media success measured?
Success is tracked through KPIs like follower growth, engagement rate, click-throughs, and conversions, using platform analytics and tools like Google Analytics.