In the digital age, social media platforms have become integral to business marketing strategies. This has created the need for a contemporary profession: the social media manager. This is a specialist role with a particular skill set, but what do social media managers do? In this article, we’ll explore the role of the social media manager and explain how these professionals help businesses to thrive in the digital landscape.

So, What do Social Media Managers Do?


A Social Media Manager is a multi-faceted professional, a role that demands a diverse set of skills and expertise. Their responsibilities are varied and extensive, encompassing everything from strategic planning to the meticulous crafting of content. They are the architects behind a brand’s online presence, orchestrating the social media symphony that includes content design, audience engagement, analytics, and communication. They must be well-versed in the latest trends, algorithm updates and even customer care.

Read on to find out what a social media manager actually does on a daily, weekly and monthly basis. 

What Do Social Media Managers Do? - Crafting a Digital Presence

Crafting a Digital Presence

One of the primary roles of a social media manager is to craft and maintain a strong digital presence for individuals and brands across various social media platforms. Whether you’re a small business, a non-profit organisation, a celebrity, or an aspiring influencer, a social media manager’s job is to ensure a consistent and engaging presence on platforms like Facebook, Instagram, Twitter, and TikTok. This means creating and curating content, posting regularly, and responding to comments and messages.

Content Creation and Curation

Content Creation and Curation

At the heart of social media management is the art of content creation and curation. Social media managers are responsible for designing and generating content that aligns with the brand’s identity and engages the audience. This content can take many forms, including text, images, videos, infographics, and more. They also have to stay updated with the latest trends and conversations on social media to ensure their content is timely and relevant.

Content Optimisation

It’s not enough to simply create content; it needs to be optimised for search and engagement. Social media managers understand SEO principles and use keywords and hashtags effectively to enhance content visibility and reach.

social media manager tasks - Community Engagement

Community Engagement

Social media is all about creating a sense of community and belonging in the digital world. Social media managers are responsible for nurturing these online communities by responding to comments, messages, and feedback. They must engage with the audience in a way that’s authentic and fosters a positive relationship. Engaged and responsive online communities can significantly enhance brand loyalty and customer satisfaction.

social media management - Audience Analysis

Audience Analysis

Understanding the audience is a fundamental aspect of social media management. Social media managers conduct audience analysis to pinpoint who interacts with the brand’s content. By identifying demographics, interests, and behaviour, they can tailor content to resonate with the target audience and attract new followers.

Reporting and Communication

Clear and concise reporting is essential to demonstrate the impact of social media efforts. Social media managers communicate with clients and teams, presenting data and insights that show how the brand’s online presence is growing and evolving.

Platform Expertise of social media channels

Platform Expertise

Social media managers are well-versed in the specific requirements and nuances of various social media platforms. They understand the differences between writing a tweet and a Facebook post or creating stories on different platforms. By adapting content to each platform’s unique style and algorithms, they maximise the reach and impact of every post.

social media management tools - scheduling

Scheduling and Planning

Consistency is key in social media management. Creating a content calendar and scheduling posts in advance ensures that content is published at optimal times, even if the social media manager isn’t available 24/7. This planning helps maintain a steady flow of content, keeps audiences engaged, and aligns with broader marketing strategies.

what does a social media manager do? Alaytics

Analytics and Data Interpretation

Behind the scenes, social media managers are constantly analysing data. They track the performance of posts, measure key metrics, and gather insights about what’s working and what isn’t. These insights help fine-tune content strategies and make data-driven decisions about future posts.

trending topics, social media

Staying Updated

The digital world is constantly evolving, and social media managers must stay updated with the latest features, trends, and algorithm changes across different platforms. Their job is to leverage these updates to benefit their clients or brands. Being in the know about new tools and techniques ensures that their social media strategies remain relevant and competitive.

reputation monitoring

Crisis and Reputation Management

In the age of viral trends and rapid information dissemination, a minor mishap can escalate into a PR crisis within minutes. Social media managers must be prepared to handle these situations professionally and efficiently, devising strategies to contain and resolve issues before they spiral out of control.

building business partnerships through social media

Building Partnerships

What else do social media managers do? Another of the key roles is in collaboration. They often collaborate with influencers, partners, and other brands to amplify their reach and engagement. They are skilled negotiators who build these relationships and help create strategic partnerships.

social media advertising

Promoting Paid Content

While much of the content on social media is organic, some brands choose to invest in paid advertising. Social media managers are well-versed in targeting options and ad formats, ensuring that the content reaches the right audience and delivers value for the budget spent.

social media policy creation

Social Media Policy Development

For larger organisations, social media managers often have a hand in developing social media policies. These guidelines set the tone for all online interactions and help maintain a professional and consistent brand image.

social media competitor analysis

Competitor Analysis

Monitoring and analysing the competition is essential for staying ahead in the digital world. Social media managers monitor what competitors are doing and look for opportunities to stand out. Since competitors have the same target audience, it is helpful for social media managers to pay attention to what is working well on competitors’ platforms and, equally, what is not.

We hope this comprehensive list has helped to answer the question, what do social media managers do. It’s clear that in today’s hyperconnected world, social media is no longer an afterthought but a central pillar of any marketing strategy. The role of a social media manager is pivotal in crafting and managing a brand’s online persona. Their multifaceted responsibilities extend beyond merely posting pictures or writing captions. They’re the architects of your digital image, the navigators of your online community, and the guardians of your brand’s reputation.

Benefits of hiring a social media manager

While some business owners choose to manage their social media platforms themselves, hiring a dedicated social media manager can be beneficial. Consider the following benefits:

  • Professional expertise in social media strategy and trends.
  • Dedicated time and effort for consistent, high-quality content.
  • Objective perspective for effective audience engagement.
  • Crisis handling and reputation management.
  • Access to advanced analytics and tools for data-driven decisions.
  • Strategic advertising and budget optimisation.
  • Freedom to focus on core business activities.

If you want to establish a robust digital presence, foster community engagement, and build brand loyalty, a social media manager can help you get ahead of the competition and turn your social media platforms into powerful assets that drive your success in the digital age. For more information about social media management, contact our friendly team today.