WHAT DOES A SOCIAL MEDIA DO?

Published: Dec 19, 2025 - The Social Media Professional develops platform-specific strategies that elevate brand visibility, drive audience engagement, and maintain a consistent digital presence. This position involves creating compelling content, analyzing performance metrics to optimize campaigns, and collaborating with cross-functional teams to align messaging with business goals. The individual also manages community interactions, monitors trends to inform creative direction, and ensures all communications reflect the brand’s voice and values.

A Review of Professional Skills and Functions for Social Media

1. Social Media Analyst Responsibilities and Key Tasks

  • Process Improvement: Conduct process reviews, then propose and assist with implementing the necessary changes where gaps exist.
  • Performance Management: Support other analysts to achieve campaign objectives, key performance indicators, and meet SLAs.
  • Mentorship: Mentor new hires by providing onboarding support and training on all relevant job requirements.
  • Social Coaching: Provide coaching and direction to team members on evolving social best practices.
  • Campaign Management: Create, implement, optimize, and manage top-tier Facebook, Instagram, LinkedIn, and other campaigns.
  • SOP Compliance: Assist the manager with ensuring the team is consistently following current SOPs and communication standards.
  • Strategy Optimization: Actively test and optimize campaign strategies that drive incremental volume.
  • Data Analysis: Provide detailed analysis of key metrics and program tracking techniques to increase overall performance efficiency for social campaigns.
  • Performance Optimization: Make recommendations and implement necessary optimizations as a result of ongoing data-driven campaign performance analysis.
  • Reporting Insight: Provide feedback and insight on reports delivered to clients as well as those used internally.
  • Paid Media Expertise: Maintain high levels of current knowledge of best practices and strategies in the management of online paid media.
  • Client Collaboration: Participate with digital campaign specialists and junior analysts on client calls during account planning and development.
  • Issue Resolution: Work with the team to troubleshoot campaign or performance-related issues.

2. Social Media Coordinator Duties

  • Social Media Management: Assist day-to-day execution of all social media initiatives and execute the monthly content plans for all major social media channels, including Instagram, Facebook, YouTube, Pinterest, TikTok, and Twitter.
  • Content Creation: Create and edit social media content.
  • Content Scheduling: Manage the social media content calendar.
  • eCommerce Collaboration: Work closely with the eCommerce team to produce content that continuously drives customer activity, engagement, and purchasing.
  • Paid Media Alignment: Work closely with the paid ads team to create cohesion among paid and organic efforts on all social platforms.
  • Creative Strategy: Brainstorm creative social media marketing content and strategies.
  • Trend Analysis: Brainstorm new viral content ideas aligned with current media trends.
  • Performance Optimization: Help increase engagement rates and maximize ROI.
  • Influencer Outreach: Foster new relationships with a high volume of influencers and content creators to increase organic reach and engagement on social media and create a digital influencer network.
  • Influencer Relations: Develop and maintain a list of key social influencers, social media management companies, and establish relationships with them.
  • Partnership Research: Research and identify new influencers, content creators, celebrities, and companies for partnerships regularly.
  • Brand Partnerships: Execute partnerships with like-minded businesses to further team objectives and expand brand awareness.
  • Influencer Management: Manage influencer interactions and shipments, fostering long-term relationships with key partners.

3. Social Media Designer Roles and Responsibilities

  • Creative Strategy: Develop and drive innovative design solutions that support the positive growth and performance of organic and paid social media initiatives.
  • Cross-Functional Collaboration: Work closely and cross-functionally with social media strategy teams, project managers, copywriters, photographers, and creative leadership.
  • Cultural Awareness: Identify culturally relevant topics and content and create supporting content for various channels.
  • Design Mentorship: Mentor junior designers.
  • Creative Presentation: Present creative work compellingly and persuasively to cross-functional partners, art directors, and creative leadership.
  • Design Innovation: Utilize outstanding design skills and demonstrate innovation in creating original solutions.
  • Concept Communication: Communicate and present design concepts and build presentation materials that successfully communicate design concepts.
  • Social Media Trends: Know current trends and best practices in the social media ecosystem.
  • Team Knowledge Sharing: Share knowledge, experience, and skill with other design staff and collaborate with design counterparts to ensure continuity across touchpoints.
  • Operational Excellence: Ensure operational excellence by delivering high-quality work on time and on budget.

4. Social Media Director Key Accountabilities

  • Platform Strategy: Lead platform prioritization, content types, copy and messaging development, publishing, community management, and reposting initiatives across owned, paid, and partner social channels.
  • Client Management: Handle day-to-day relationships with clients as the social media lead alongside the account lead and act as a liaison between the external agency, paid marketing function, and internal teams regarding social and digital.
  • Editorial Planning: Own the editorial content calendar, including identifying stories and initiatives to highlight, scheduling content strategically throughout the month, working closely with the creative team and external agency to develop social assets, and routing content for approval from internal partners.
  • Community Management: Oversee community management with an understanding of how and when to engage.
  • Paid Alignment: Align content plans with paid distribution strategy.
  • Influencer Strategy: Execute digital influencer strategy across channels.
  • Event Coverage: Lead on-the-ground social media efforts at major client events.
  • Platform Partnerships: Handle relationships with social media platform partners and stay up-to-date on new tools and products.
  • Trend Analysis: Understand data, monitor and predict trends, and use them to inform social content and strategy.
  • Performance Reporting: Work with analysts to deliver detailed reporting and measurement.
  • Insight Development: Translate social sentiment and engagement into strategic insights that help inform marketing and paid media decisions.

5. Social Media Intern Tasks

  • Campaign Ideation: Pitch and implement ideas for social media campaigns.
  • Brand Copywriting: Learn the brand voice and write engaging photo captions for Instagram and Facebook.
  • Content Sourcing: Source photos from experts.
  • Community Management: Monitor social media conversations and respond to comments on Facebook, Instagram, and YouTube.
  • Hashtag Research: Conduct Instagram hashtag research and generate keyword lists for YouTube.
  • Video Support: Support social video creation.
  • Channel Launch: Launch new social media channels, including Twitter and Pinterest, to build out brand presence.
  • Influencer Outreach: Support influencer and media outreach.
  • Social Reporting: Monitor and report on social engagement and follower growth.

6. Social Media Manager Overview

  • Organic Strategy: Develop and execute the organic social media strategy across platforms, including Instagram, TikTok, Pinterest, and Facebook, to increase brand followers, awareness, and drive engagement.
  • Brand Partnerships: Oversee brand partnerships, contests, and giveaways, and leverage them across all channels to drive engagement and growth.
  • Influencer Management: Manage brand-influencer relationships, including ongoing paid partnerships, and own UGC initiatives and campaigns from start to finish, including outreach and gifting.
  • Cross-Functional Collaboration: Collaborate and work with marketing, eCommerce, and creative teams to develop content that aligns with brand identity, calendars, goals, and budget.
  • Content Planning: Plan, execute, and schedule monthly social media calendars, including strategy, copywriting, and content for posts.
  • Community Management: Manage the day-to-day of organic social media, including scheduling posts, community management, and social listening.
  • Social Analytics: Be responsible for reporting and analytics for all organic social media initiatives.
  • Paid Integration: Collaborate with the media team for an integrated paid social strategy, including leveraging influencer content.
  • Trend Monitoring: Monitor trends in social media channels, tools, and metrics, and apply that knowledge to increase social media effectiveness.
  • Campaign Innovation: Identify new and innovative campaigns and initiatives for key brand moments, events, and milestones.
  • Customer Experience: Influence efforts to improve the customer experience through relevant and consistent messages.
  • KPI Management: Define and execute measurable KPIs and benchmarks for each social media channel.

7. Social Media Specialist Essential Functions

  • Social Strategy: Develop, manage, and execute a social media plan and editorial calendar to support company goals and drive increased brand awareness, engagement, and opportunity.
  • Digital Campaigns: Develop highly impactful and visual digital campaigns by working closely with the studio team.
  • Content Development: Develop content for corporate marketing and campaigns.
  • Competitive Research: Undertake competitive research and social listening projects.
  • Platform Management: Manage the social media management platform Oktopost.
  • Stakeholder Collaboration: Work collaboratively with key marketing stakeholders across regions.
  • Cross-Functional Engagement: Proactively engage cross-functional stakeholders to understand business and IT trends.
  • Vendor Marketing: Support social media strategy for vendor marketing teams.
  • KPI Management: Define KPIs and manage social media reporting across all corporate social media channels.
  • Content Optimization: Optimise social media content and activity based on data-driven insights.
  • Industry Analysis: Curate and report on relevant industry and competitive social media activity and themes to shape strategy.
  • Training and Coaching: Coach and train colleagues to develop social media skills and support the development of training content.
  • Agency Management: Manage relevant external agencies.
Relevant Information
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