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Thinking of becoming a social media manager (SMM)? Social media commerce is expected to be a US$2.9 trillion business by 2026. Not to mention, over 4.74 billion people across the world use some kind of social media.
To get in on the action, brands need to dream up beautiful content and build thriving communities around their brand. But, they can’t do it alone. That’s why there’s so much opportunity out there for skilled social media managers!
If you love getting creative and connecting with others online, your skills are in high demand.
Today, we’ll explain how to become a social media manager. Keep reading for actionable tips, a step-by-step guide, and industry advice from experts.
Key Takeaways
- Social media managers manage a brand’s online presence through tasks such as strategic content planning and creation, community management, and reporting.
- A career in social media management doesn’t require formal marketing education but benefits from diverse backgrounds and continuous learning.
- Essential SMM skills include creativity, analytical thinking, people skills, and adaptability to new trends and tools.
- SMM salaries vary based on location, experience, and employment type, with averages ranging from $40,000 to over $100,000 annually for in-house positions and varying hourly rates for freelancers.
Bonus: Our free social media manager career toolkit includes resume, cover letter, and portfolio templates, along with a complete guide to social media job descriptions and frequently asked interview questions. You got this!
A social media manager takes care of a brand’s presence on social media. Their job covers a lot of ground: they might handle copywriting, graphic design, planning, posting, scheduling, and more.
But their job doesn’t stop at just creating and posting content. They’re also busy interacting with followers, tracking how posts perform, reporting results to stakeholders, collaborating with influencers, shooting video, staying on top of the latest trends, and *deep breath* so, so much more.
In short, a social media manager is like a brand’s voice on social media, making sure everything they post aligns with the brand’s identity and resonates with their audience.
Does that sound like a big job? It is!
Social media managers have a lot of responsibility, because they’re driving an incredibly important marketing channel.
Many customers use social media to research purchases, and discover new brands. For online-only businesses, social media can be their only way of getting to know a brand!
That’s why social media isn’t internship territory anymore.
“The biggest change I’ve seen is the shift from entry level jobs, to actually having a seat at the table,” says Trish Riswick, Social Media Team Lead at Hootsuite. “Companies realize the importance of social, and that the social team, especially, knows a lot. I think that’s a real testament to where social is heading in 2024 and onward.”
Social media manager is a dynamic and challenging role. As you create, publish, and report on content, you’ll be switching between many different duties. Typically, those include:
- Content creation including creative copywriting and graphic design
- Shooting and editing video
- Photography and photo editing
- Content planning
- Content strategy, often in cooperation with the larger marketing department
- Community management
- Using analytical tools and reporting on content performance
This might look like a huge (and possibly intimidating) list. But you don’t need to be an expert at all of these things to start working as a social media manager.
Smartphone photo and video is more than adequate for a lot of social media content. In fact, a lot of platforms like TikTok and Instagram actually prefer video content shot in a 16:9 aspect ratio.
And thanks to tools like Canva, graphic design and photo editing are more accessible than ever.
Larger companies might also have a team for managing social, rather than just one person. That would mean you’d be working with other people, whose skills complement yours.
Plus, a willingness to learn is one of the most valuable social media skills! So if there’s anything you’re not comfortable with just yet, it’s okay to learn as you go.
It’s an important question—but there’s no one simple answer. Like many other jobs, what you’ll earn as a social media manager depends on a number of factors.
As a social media manager, your salary or pay will be affected by:
- Your geographic location
- How advanced you are in your career in social media management
- Whether you’re a freelancer or in-house employee
- The size of the company you work for, and what industry they’re in
The average salary for an in-house social media manager in the United States is about $50,000 per year, often with benefits like health insurance and 401k plans. Most positions fall between $40,000 and $65,000 annually.
If you’re just starting out, you should expect to earn around the lower end of that range. As you gain experience, you’ll earn more! Big companies might pay a lot more—possibly over $100,000 per year for senior positions.
As a freelancer, pay can be a little more complicated. You might want to bill clients hourly, or on a flat monthly retainer model.
You’ll likely want to base your rates on how much experience you have, as long as they can cover your overhead costs.
Here are some typical freelance social media manager rates for 2024:
- Junior (0-2 years): $25-$35/hour
- Mid-level (3-4 years): $45-$85/hour
- Senior (5-8 years): $90-$120/hour
- Expert (10+ years): $125-$250/hour
If you already have a job in social media marketing, you can use this social media salary calculator to see how your compensation compares to the industry average:
There’s no one, single way to build a career in social media—and no two social media manager jobs are exactly alike.
You might want to work freelance, or as an in-house employee. One company might be all about long-form LinkedIn content, while another might emphasize viral video.
“In social media, you can now see your career trajectory a bit more clearly,” shares Trish Rishwick. “That’s amazing, because I think a lot of us started off in positions where we didn’t really know where we would go next, and now we do.”
But here are the basic steps to landing your first social media manager job—wherever you’re starting from, and whatever a dream job looks like for you.
1. Brush up on your social media knowledge
You’re already a social media lover. But to be a social media professional, you really need to have your finger on the pulse.
As you’re searching for your first role or client, immerse yourself in the social media landscape.
- What new features has Instagram/TikTok/Facebook/etc. added this year?
- Which audiences use X? Which use Threads?
- Any new news on the social media algorithm front?
- Has Adam Mosseri offered up any more Instagram secrets?
- What kind of trends have you seen blow up this year?
- What trends might be coming up next?
If you like, you can certainly learn in a more formal way, too. There are so many ways to educate yourself about social media—from free YouTube channels to affordable online courses, and of course the Hootsuite Blog. Check out the end of this blog for a big list of introductory resources for beginner SMMs.
Katie Barber, a freelance social media manager who’s worked with brands such as Hostelling International and Fruit Bowl, says it’s also smart to brush up on your internet knowledge as a whole. Social media is not just posts, likes, and shares, but an entire, connected ecosystem of internet happenings. “Aside from work experience and hard skills, it helps to be interested in the internet and how it works,” she says.
Ask yourself, what do you know about how content gets seen online? What does, and doesn’t translate back to social media? And, where does content show up first?
Hint: Wherever that is for you and your industry, you’ll want to spend a lot of time there.
2. Get experience
The beauty of social media is that it’s an inherently democratic place. Anyone can jump in and start experimenting, wherever you’re at in your journey.
You might choose to manage other accounts to build up experience. If your friend makes creative textiles or gorgeous ceramics, why not team up and help them promote their work? Or, look around for internships and co-ops, or try trading your services for products from small business owners.
You can also use your personal social media accounts as a learning tool. Building a meme account or niche TikTok presence helps you learn what it takes to get views—and later, it can prove to clients that you know your stuff.
Katie Barber says, “I have a few social media profiles that I run for different reasons which allows me to experiment and practice building up communities. If you don’t do this kind of thing because it doesn’t interest you… it will be difficult to work as a social media manager.”
Once you’re comfortable with your own online presence, consider gaining real-life (and paid) experience by working with an agency or small business. Megan Shallow, CEO and Founder of BNL Social, found this approach valuable: “As I found my footing as an entrepreneur, I contracted for a few agencies and learned their social media management techniques. Some things I liked, and some things I helped change.” Working with agencies can also broaden your understanding of social media and digital marketing, and enrich your social strategies.
Megan’s top tip? “The power is in the details. It’s about getting your copywriting right and telling the brand’s story as intricately as possible.” It’s these details that will set you apart as a social media manager.
3. Create a portfolio
As you collect experience, showcase it in a portfolio to share with clients and potential employers.
You can include social media work you’ve done for clients, in previous jobs, or for yourself. You can even create ‘spec work’ (a.k.a. unpaid, uncommissioned work done to show off your abilities) for brands you admire.
Source: August Media
There are many ways to create a portfolio, and they don’t have to be complicated. You can make a standalone website, use a service like Gondola, or even compile samples into a downloadable PDF. You could even set up a social media account, like an Instagram page, to showcase your samples!
Pro Tip: Not sure how to structure your portfolio? Check out this blog on making a standout social media manager portfolio, which includes helpful examples from SMMs like Katie Barber.
Source: Katie Barber
4. Update your resume
In creative industries, your portfolio does a lot of the heavy lifting. But some clients will still ask for a resume, and yours needs to sparkle.
Your goal is to stand out from the crowd, so have fun and get creative with the design (just make sure it’s still easily readable).
Try including a ‘Profile’ or ‘About Me’ section at the top of your resume to summarize what makes you special. You can also decide to include only relevant work experience, rather than a laundry list of every job you’ve ever had.
Pro Tip: For more on crafting the perfect social media manager resume, check out our guide!
4. Network, network, network
Networking isn’t just about finding work; it’s also about engaging with industry peers. This can help you stay up-to-date, get support, and find new sources of inspiration.
Whether you’re a freelancer or in-house social media manager, you’ll need to put yourself out there to find clients and potential employers.
In 2024, networking doesn’t just mean showing up to events with a drink in hand (though you can certainly do that, too). The best place to network as a social media manager is… on social media!
LinkedIn can be a fantastic place to connect with potential employers, and look for openings at companies you love. Depending on your niche, Instagram and Facebook might also be a good place to find clients, especially if you’re targeting small businesses.
Beyond finding work, networking helps you connect with industry peers, so you can keep learning, find mutual support, and get inspired.
5. Just keep learning
The world of social media is constantly evolving, so staying on top of trends and changes is crucial. “If you want to be in the top 10% of high-performing SMMs, you need to be constantly learning throughout your entire career,” advises Jose-Andres Camacho, Social Media Strategist at Intuit Mailchimp.
To stay ahead, you’ll need to keep educating yourself. This could mean diving into online courses, keeping up with industry news, or trying out new strategies and tools. As Jose puts it, “Platforms, algorithms, and tactics change. However, strategic business rationale and judgment when it comes to managing brands, creators, etc. online does not.”
It’s important not to shy away from this ongoing learning process. Jose adds, “Don’t be afraid—this is a good thing! Social media work keeps even seasoned experts on their toes as the platforms change and attention shifts.”
Psst… if you need help finding resources, check out the end of this blog.
Thinking about diving into the world of social media management? Here are 7 non-obvious things you should consider that might fall outside of the social media manager job description.
1. Is being an SMM for everyone?
Being a social media manager isn’t for everyone, but if you’re passionate about it, there’s plenty of room to shine.
Megan Shallow explains that you need to be both analytical and creative to be successful as an SMM. You have to juggle tasks, stick to deadlines, and respond to comments and messages—all while staying up-to-date on the latest trends and news.
One often overlooked aspect of the field is people skills. Social media crises are inevitable, and managing client relationships through these challenges is key. Megan explains, “You can be an amazing photographer, video editor, copywriter or designer but if you do not have people skills to support your client through the emotional rollercoaster that is social media marketing it can be very hard to retain clients,” she says.
2. Should social media managers know graphic design?
Knowing graphic design can be a big plus for social media managers. However, Megan points out that you don’t need to be a design expert when starting out.
Tools like Canva can be a great help, and there are plenty of tutorials and templates available for those with beginner skills. She does note that, as she started to work with bigger clients, she began hiring contractors for high-quality designs.
Still, a background in design can be helpful. “If you have video editing, copywriting and photography skills, as well as experience in the advertising industry in some way. Then that is really going to help,” adds Katie. Megan agrees, saying, “Being able to deliver high-quality designs for your clients will only attract higher caliber clientele.”
New to making things look pretty and need a hand? Check out this blog covering 22 Fresh Social Media Post Ideas for 2024.
3. Does this career path have a future?
Absolutely. The demand for social media managers is only growing. Eileen Kwok, of the Hootsuite social media team, believes the career will continue to thrive as more brands realize the importance of having an online presence. She notes, “We are seeing social media being classified as higher-regarded roles with director and VP positions. The future is bright and if you’re thinking of going into social media management, now’s your chance!”
Megan Shallow adds that despite advances in automation and AI, human touch is still essential. “Manual posting remains crucial, and editing content authentically to match a brand’s look and feel cannot be replaced by AI.”
The job has also evolved a lot. “It used to be more of an independent gig, like hiring a bookkeeper,” Megan explains. “Now, social media managers need to work closely with the whole business, building strategies based on data and making sure everything looks great and works well together. Strategy comes first, then you focus on the look and feel.”
4. Do you need a formal education in marketing?
A formal education in marketing can help, but it’s not necessary. Many successful social media managers come from diverse educational backgrounds.
Eileen Kwok says that today’s SMMs wear many hats, so transferable skills from other fields can be valuable. Understanding marketing frameworks like buyer personas and the marketing funnel is great and all, but practical experience often trumps formal education when it comes to social media marketing.
Megan Shallow started with a degree in psychology, but really cut her teeth in marketing at a Facebook Ads Agency. Katie Barber started out as a photographer and designer. Jose-Andres Camacho has a degree in international relations and national security. And, guess what? They are all super accomplished SMMs!
“Where an education in marketing comes in is the business acumen and the understanding of frameworks that help set up the creation of strategies,” says Eileen. “It’s worth learning about buyer personas, marketing funnel, the 7 P’s of marketing, AIDA model, etc. that forces you to put your marketing hat on when thinking about social media strategy.”
Jose adds that while social media platforms, algorithms, and tactics change, good business rationale and judgment is always in style. And, hey, you can get that in a lot of different ways.
5. How are client expectations changing?
Client expectations in social media are always evolving. For a long time, Facebook ruled over the social media advertising space. Now? There’s a growing handful of competitors like Instagram, TikTok, and LinkedIn, each offering unique ways to engage audiences. This rapid shift means clients are constantly looking for the next big thing and expect you, the social media manager, to be on top of emerging trends.
Katie Barber shares that platforms like Instagram and TikTok can change the game overnight, making it challenging to keep up. Managing client expectations is crucial. Katie notes, “Everyone wants a large, engaged audience on social media. Some clients think hiring someone is a magic bullet to achieve that, and you have to manage their expectations.”
So, what’s a poor SMM to do?
The key is to set realistic expectations from the start. Explain to clients that building a genuine, engaged audience takes time and consistent effort. Highlight the importance of quality over quantity—having a smaller but highly engaged audience is often more valuable than having a large number of passive followers.
As you grow in your career, it’ll get easier and easier to back your work with confidence.
6. Do you need to establish a niche?
Choosing a niche can be helpful but it’s not always necessary. Katie Barber advises against picking a niche just because it’s trendy. She built her career working with clients in less glamorous industries like law and manufacturing. “If you ‘niche’ yourself too much, you might miss out on reliable clients who need marketing,” she says.
She adds, “I actually built my career working with clients that nobody else thought that much about, lawyers, manufacturers, fire safety people etc. They’re reliable clients who need marketing, and if you ‘niche’ yourself too much they won’t look twice at you,” she concludes.
But, hey, if you do want to niche down, here are some helpful resources to get you started:
- How to Use Social Media in Healthcare
- Social Media for Law Firms and Lawyers
- Social Media for Banks and Credit Unions
- Using Social Media in Education
- Social Media in Government
7. What are the most rewarding parts of being a social media manager?
Being a social media manager comes with some fantastic perks. One of the biggest rewards is seeing your work pay off. There’s nothing quite like watching engagement rates go up, follower counts grow, and knowing that your strategies are driving great results for your social media campaigns.
Jose-Andres Camacho says, “My personal favorite is the satisfying feeling when a brand or creator’s post performs exceptionally well. And the fact that no one else knows you and your team had a clear hand in creating those results except the few folks who arguably matter the most in business.”
Creative freedom is also plentiful in this industry. Social media is always changing, which means you get to experiment with new ideas and content, fresh faces, influencers, and platform features. There’s really no limit to what you can do on social. Well, beyond stakeholder approval, anyways.
Plus, if you’re a people person, this job is for you. Building relationships with clients and their audiences is also incredibly satisfying. You help clients share their brand’s story and connect with their audience, making a real difference in how they’re perceived online. Watching their community grow and seeing positive feedback is a real boost. Just, try to avoid social media burnout along the way.
Starting out as a social media manager can feel overwhelming, but there are plenty of free resources to help you get started and hone your skills. Here are some of the best:
1. Hootsuite Academy
Hootsuite Academy offers a variety of free courses designed to help you master social media marketing. From basic introductions to specific platforms to advanced social media marketing strategies for growing your audience, Hootsuite Academy is a valuable resource for both beginners and seasoned pros.
2. Free tools and templates
Hootsuite provides an ton of free tools and templates to streamline your social media management tasks:
- Massive template & guide gallery to help you with everything from creating a content calendar to building out a social media policy.
- Free online tools like caption generators, ROI calculators, bio generators, and more.
3. Canva
Source: Canva
Canva is a user-friendly graphic design tool perfect for beginners. It offers a vast library of templates, images, and graphics that you can use to create stunning social media visuals without any design experience. Plus, Canva’s tutorials can help you learn design basics quickly.
Pro Tip: Check out the Canva integration, built right into Hootsuite!
4. Social Media Today
Social Media Today is a leading resource for social media news, tips, and insights. Their website features articles, podcasts, and events covering the latest news and best practices in social media marketing.
5. Adam Mosseri’s Instagram
If you want to stay ahead of the curve on Instagram, following Adam Mosseri, the Head of Instagram, is a must. Adam regularly shares insights, updates, and behind-the-scenes looks at Instagram’s latest features and changes… all in super digestible reels!
Hootsuite makes your life as a social media manager easier. Manage your social channels, collect real-time data, and engage with your audience all in one place — so you stay organized, prepared, and inspired.
