Social media manager job description
Where we source our data
Let's get real. Job information online can often be overly optimistic — conveniently glossing over the raw bits. But when you're making decisions about your future, you need all the facts.
That's why we anonymously surveyed social media managers about their job, with hopes of getting an honest insight into what it's really like.
While we did our best to ensure respondents were Australians and verified their job titles with proof of employment, we can't guarantee complete accuracy — or that your experiences in the field will reflect theirs. So, we suggest that you take these insights as a guide only and try to talk to people in the field before making an important decision.
Tasks and responsibilities for a social media manager
What does a social media manager do? Key tasks include:
- Deciding how a brand will strategically use social media. For example, deciding what platforms to use, what time to post, and what voice and style of content will be posted.
- Producing text, images, videos, gifs, or other social media content to post.
- Moderating and answering comments to protect your organisation's reputation and further engage with followers.
- Tracking engagement through analytics. This could involve tracking increases in followers over time, number of likes and comments each post gets, and how often specific hashtags are used.
- Using paid and targeted advertising to ensure your message is reaching your intended audience.
- Understanding changes in each social media platform to ensure your organisation is using it to best effect.
- Investigating new and emerging social media platforms and how your organisation can use them.
- Designing marketing campaigns. The type of campaign you might develop depends on the brands and organisations you represent. For example, a social media manager for a nonprofit might develop a campaign to help people learn about a specific issue. If you work for a clothing company, your campaign could be to get a demographic of people to purchase items in an online sale.
How to become a social media manager
-
Study
Although no specific formal qualifications are required to work with social media, it is common to hold a tertiary degree in the information media and telecommunications industry. A degree in communications or marketing will give you a great background to hit the ground running. Although, any qualification that involves honing your communication skills will provide a valuable background for this job. Social media-specific qualifications will give you opportunities to get hands-on work experience, but you can also apply for relevant internships as a student.
-
Gain experience
You’ll need to be able to show prospective employers that you know how to grow and maintain an online presence for yourself or for others. You can demonstrate your abilities by volunteering to run the social media pages of a charity, or by moderating your own Facebook group or page, or growing your own following on any social media platform.
Pathway options
There are plenty of pathways towards becoming a social media manager. And plenty of higher-level options for experienced social media managers.
Junior
-
Social media assistant
Most common qualification: Diploma of Social Media Marketing (10904NAT)
-
Social media coordinator
Most common qualification: Diploma of Social Media Marketing (10904NAT)
Mid
-
Social media manager
Most common qualification: Diploma of Social Media Marketing (10904NAT)
Senior
Explore related qualifications
Degrees relevant to future social media managers are available throughout Australia. Delivery can be on-campus or online courses, or a mix of both. Courses cost different amounts depending on the area of study and whether you are eligible for Commonwealth government support.
Certificate IV in Marketing and Communication (BSB40820)
This course will teach you to understand consumer behaviour as you prepare solid marketing strategies, plans, and presentations. It’ll help you hone in on your soft skills. It’s a great, general background for jobs in marketing or public relations as well as social media specifically. This qualification can typically be completed in under 6 months full-time (or part-time equivalent).
0 providers offer this course
Diploma of Social Media Marketing (10904NAT)
This course is more specifically focused on social media. It will focus on how to use the major social media platforms (usually the “big 5” social media channels: Facebook, LinkedIn, Instagram, Twitter, and YouTube, plus social media management platforms like Hootsuite). The course will show you:
- How to develop a social media marketing strategy
- How to make effective marketing content
- How to use paid advertising to optimise engagement
- How to convert views into sales
This qualification typically takes 12 months of full-time study (or part-time equivalent).
