WHAT DOES A SOCIAL MEDIA MANAGER DO?

Published: Dec 29, 2025 - The Social Media Manager partners with Communications and Customer Success leadership to plan and execute community-building, social media, and content marketing strategies that drive organizational KPIs. This role involves managing collaboration platforms, producing high-quality multi-channel content, coordinating cross-functional event promotion, and running both organic and paid campaigns to boost engagement, traffic, and audience growth. The Manager also tracks performance metrics, conducts A/B testing, and optimizes content and campaign strategies to strengthen overall community engagement and brand consistency.

A Review of Professional Skills and Functions for Social Media Manager

1. Social Media Manager Duties

  • Social Media Strategy: Introduce innovative ideas to enhance the organization’s social media strategy and execution.
  • Social Media Optimization: Continuously evaluate and refine social media approaches across teams.
  • Platform Management: Manage all official social media platforms, including Facebook, Twitter, LinkedIn, Instagram, YouTube, and Vimeo.
  • Channel Performance: Ensure consistent presence and performance across all managed channels.
  • Content Discovery: Identify additional high-quality content opportunities across social platforms.
  • Content Curation: Curate and integrate relevant content to strengthen existing social media output.
  • Audience Engagement: Increase customer engagement through timely and meaningful content additions.
  • Community Management: Take full ownership of the community management strategy.
  • Audience Interaction: Actively listen and respond to audiences across all social channels.
  • Data Analysis: Capture and analyze social media data and performance metrics.
  • Performance Reporting: Use insights from reporting to continuously optimize social media performance and engagement.

2. Social Media Manager Details

  • Brand Exposure: Maximise brand exposure to customers via LinkedIn, Twitter, and Facebook.
  • Strategy Support: Support the development and implementation of the Corporate Social Media Strategy.
  • Paid Campaigns: Work closely with internal stakeholders and agencies to optimise ongoing paid campaigns aimed at growing online following and increasing engagement and reach across networks.
  • Stakeholder Engagement: Engage with key stakeholders to gain buy-in and support the delivery of the strategy.
  • Content Management: Create, oversee, and coordinate the creation of new social media content and tone of voice, providing consistent messaging across networks.
  • Content Opportunities: Identify opportunities to create content to gain coverage and extensive reach.
  • Brand Consistency: Work closely with the marketing team and internal stakeholders to ensure consistency of message and tone, along with amplification of key brand attributes.
  • Strategic Alignment: Work with internal and external stakeholders to agree on appropriate activities to support the strategy, brand, and overall purpose.
  • KPI Tracking: Design relevant KPI tracking and oversee the delivery of MI reporting.
  • Brand Positioning: Promote positive customer outcomes and brand positioning.
  • Strategy Development: Support the Senior Digital Marketing Manager with the creation of an up-to-date Social Media Strategy, ensuring alignment with wider activity.

3. Social Media Manager Responsibilities

  • Executive Accounts: Manage professional social media accounts for executives primarily across Twitter and LinkedIn.
  • Content Scheduling: Maintain a social media calendar for respective executives.
  • Strategic Alignment: Work closely with the social media lead and content strategist to ensure all content follows established strategies and best practices.
  • Content Amplification: Amplify existing content and work closely with communications leads and leadership members to identify unique content opportunities and curate content within respective focus areas.
  • Content Governance: Manage the content approval process and schedule all content through the CMS.
  • Community Management: Monitor respective social media channels for comments and handle all community management.
  • Performance Reporting: Conduct light performance reporting on social content utilizing reporting tools.

4. Social Media Manager Accountabilities

  • Data-Driven Strategy: Establish a data-driven approach to guide and develop overall social strategy aimed at increasing awareness and engagement.
  • Strategic Planning: Build comprehensive plans, strategies, and content calendars aligned with marketing and business objectives.
  • Performance Metrics: Develop key metrics and evaluation mechanisms to analyze the effectiveness of initiatives and their impact on business outcomes.
  • Cross-Functional Collaboration: Collaborate across departments to execute strategic, engaging, and high-impact social campaigns.
  • Brand Storytelling: Act as a storytelling advocate for social strategy in partnership with product marketing.
  • Performance Communication: Communicate performance regularly in relation to set objectives.
  • Content Analysis: Analyze post-publication metrics to define standard practices and assess content performance.
  • Social Insights: Provide feedback and insights from social media monitoring to help internal teams evolve their strategies.
  • Reputation Management: Oversee the company’s social reputation and brand presence, and lead communication across social channels during crises.

5. Social Media Manager Functions

  • Social Strategy: Define and oversee social media strategy, content marketing, campaigns, and partnerships across all channels with a focus on channel acquisition and engagement for each brand.
  • Cross-Team Collaboration: Collaborate with marketing, eCommerce, and creative teams to develop content and campaigns that align with brand goals and adhere to budget requirements.
  • Community Management: Ensure effective community management across platforms, maintaining an authentic brand voice and timely response execution.
  • Paid Social: Manage paid social strategy and campaigns, optimizing against KPIs including traffic, engagement, leads, and conversions.
  • Influencer Marketing: Work closely with the influencer marketing team to design and execute campaigns that drive brand awareness, channel growth, and engagement.
  • Performance Analysis: Measure and analyze the performance of social media initiatives, tracking metrics such as channel growth, impressions, engagements, referral traffic, and conversions.
  • Performance Reporting: Provide monthly performance reports for each brand to internal teams.
  • User-Generated Content: Develop and manage a strategy for user-generated content across all social and digital platforms.
  • Content Optimization: Establish and implement best practices for optimizing content formats, including video, stills, and GIFs across all channels.
  • Trend Monitoring: Stay current with social media trends and platform developments, proposing innovative ideas to maintain competitive positioning.
  • Team Leadership: Manage, mentor, and support the professional development of direct reports.

6. Social Media Manager Overview

  • Social Strategy: Lead development and execution of social media marketing and influencer strategies across existing platforms, including Facebook, Instagram, Pinterest, Twitter, and YouTube.
  • Content Creation: Collaborate with the marketing team, head of creative, and freelancers to brainstorm, ideate, and produce organic creative social content.
  • Platform Expansion: Explore new audiences and expand presence on emerging platforms such as TikTok and Snapchat for both social media and influencer programs.
  • Channel Testing: Continuously test channel-specific strategies, gather audience insights, and report findings to the management team.
  • KPI Reporting: Create cross-functional reports on engagement KPIs and monitor performance daily, weekly, and monthly in relation to established goals.
  • Performance Reviews: Lead internal and external weekly and monthly reporting to establish best practices and refine effective strategies.
  • Paid Social Ads: Oversee ad content development and testing approach for paid social campaigns.
  • Strategic Roadmap: Define the annual roadmap and long-term vision for paid social channels to support broader business objectives.

7. Social Media Manager Details and Accountabilities

  • Content Creation: Create and publish relevant, original, high-quality content across all social media channels.
  • Customer Engagement: Manage or oversee all customer interactions on Facebook, Twitter, and LinkedIn.
  • Content Enablement: Identify and improve organizational development aspects that enhance content needs, such as recognition and rewards for participation in marketing and online reviews.
  • Tool Management: Select and leverage appropriate tools for content management.
  • Channel Integration: Integrate social content with other marketing channels and customer support, including SEO, content marketing, email, print, and digital marketing.
  • Campaign Support: Support product feature launches and market expansions through targeted social media campaigns for new and existing users.
  • Personalization Strategy: Leverage personalization to deliver timely and relevant messages based on persona, preferences, and behavior.
  • Cross-Functional Collaboration: Work cross-functionally with product, design, and engineering teams to create marketing materials and landing pages that connect content with the product user experience.
  • Message Optimization: Collaborate with the marketing team to refine external messaging based on insights from customer experiences.
  • Creative Partnerships: Partner with internal and external teams to develop complementary visuals and videos for both internal and external use.

8. Social Media Manager Tasks

  • Content Performance: Create high-performing social content that consistently meets engagement and quality targets.
  • Creative Brainstorming: Host social media content brainstorm sessions with the creative team.
  • Copywriting: Write compelling, on-brand copy to accompany social assets.
  • Platform Content: Develop fun, bespoke content tailored to each social platform.
  • Real-Time Content: Produce creative, on-the-fly content such as behind-the-scenes or story-based features.
  • Content Planning: Plan and present an up-to-date social calendar aligned with the overall social, content, and marketing strategy.
  • Conversation Marketing: Transform customer conversations into engaging and shareable threads.
  • Posting Optimization: Optimize posting schedules based on performance metrics and ensure smooth coordination across all channels.
  • Brand Voice: Boost brand awareness by enhancing the brand’s look and tone of voice on social media.
  • Campaign Activation: Bring business-as-usual campaigns to life on social while maintaining consistency with other brand assets.
  • Content Analytics: Develop metrics and analytics, providing clear insights into what content resonates most with followers.
  • Trend Awareness: Keep the team informed about the latest social trends and platform updates.
  • Channel Expansion: Propose strategies for entering and growing presence on new social channels.

9. Social Media Manager Roles

  • Audience Research: Perform research on current benchmark trends and target audience preferences to inform strategy.
  • KPI Management: Set specific objectives and report on KPIs, including traffic, engagement, and ROI.
  • Post Scheduling: Schedule all posts across ClickBank social media channels.
  • Content Production: Generate, edit, publish, and share engaging daily content, including text, photos, videos, and news.
  • Trend Monitoring: Monitor key industry conversations and identify opportunities to participate and contribute ideas to the content calendar.
  • Brand Voice: Understand customer and industry dynamics to help shape brand tone and voice, increasing trust and influence.
  • Cross-Team Collaboration: Collaborate with sales, product, and customer service teams to ensure brand consistency and gather impactful content.
  • Community Engagement: Communicate with followers, respond to comments promptly, and monitor customer reviews.
  • Performance Ownership: Own the monthly social media dashboard and represent social media initiatives internally and externally at a strategic level.
  • Brand Positioning: Drive efforts to position the brand as a leader within and beyond the industry.
  • Technology Adoption: Lead implementation of new technologies and trends in social media, design tools, and applications.
  • Influencer Management: Own and manage the growth and performance of the ClickBank influencer program.
  • Data Optimization: Apply a data-driven approach to optimize post content and overall social media strategy.

10. Social Media Manager Additional Details

  • Account Management: Manage social media official brand pages.
  • Content Strategy: Create content within the brand strategy and marketing objectives.
  • Content Scheduling: Schedule and publish social media content.
  • Content Operations: Be responsible for social media content creation needs management.
  • Community Management: Have overall community management of all social media accounts.
  • Performance Optimization: Monitor and report on results based on KPIs, and recommend strategies and apply tactics to optimize performance.
  • Live Content: Manage live content of resorts to enhance authentic social content, covering what’s on and happening now at resorts.
  • Influencer Campaigns: Run influencer campaigns and content creation, and evaluate and propose influencers.
  • Campaign Management: Develop and manage competitions and campaigns.
  • Publicity Amplification: Utilize and share key publicity outcomes of the brand on social media.
  • Competitive Analysis: Monitor practices of the industry and content activities of competitor websites, perform e-listening and reporting.
  • Marketing Planning: Support annual marketing planning.
  • Process Compliance: Ensure process compliance and third-party assessment.
  • Budget Monitoring: Take responsibility for monitoring the budget.
  • Event Support: Support PR events and maximize content delivered from them across all channels.
  • Partnership Campaigns: Propose, implement, and monitor dedicated campaigns maximizing co-branding partnerships.
  • On-Site Activation: Propose and support in-resort events to animate and promote major unique selling points and provide live content.
  • Stakeholder Collaboration: Build collaborative relationships with resort personnel to stay updated on all activities.

11. Social Media Manager Essential Functions

  • Global Strategy: Set a global social media strategy for Insights.
  • Regional Alignment: Work with regional marketing teams to identify the best delivery methods for each market, ensuring alignment with global vision.
  • Content Ideation: Lead ideation and development of relevant content topics to engage target customers.
  • Content Management: Design, create, curate, schedule, and manage all published content, both image and written.
  • Content Planning: Maintain a content pipeline with a four-week lead time.
  • Community Engagement: Monitor, listen, and respond to users in an appropriate and timely manner while driving web referrals and business enquiries.
  • Advocacy Programs: Conduct online advocacy and open a stream for cross-promotions.
  • Influencer Outreach: Develop and expand community and influencer outreach efforts.
  • Creative Collaboration: Collaborate with the content and design team to create engaging posts.
  • Performance Analysis: Analyse key metrics regularly and adjust strategy to achieve targets.
  • ROI Reporting: Compile and present monthly performance reports to management based on ROI.
  • Internal Communications: Run internal media hubs to collate and present social and news content in global offices.
  • Social Selling: Conduct scheduled sessions to support Sales teams with Social Selling performance, including profile optimisation.
  • Testing Strategy: Manage social media testing strategy to consistently trial new ideas and channels.
  • Team Leadership: Manage the Social Media Coordinator and grow the size and scale of the social media team to meet evolving business needs.

12. Social Media Manager Role Purpose

  • Organic Strategy: Develop and execute an organic social media strategy across platforms, including Instagram, TikTok, Pinterest, and Facebook, to increase brand followers, awareness, and 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.
  • User-Generated Content: Own user-generated content initiatives and campaigns from start to finish, including outreach and gifting.
  • Cross-Team Collaboration: Collaborate with Marketing, eCommerce, and Creative to develop content aligned with brand identity, calendars, goals, and budget.
  • Content Planning: Plan, execute, and schedule monthly social media calendars including strategy, copywriting, and content creation for posts.
  • Social Operations: Manage day-to-day organic social media, including scheduling posts, community management, and social listening.
  • Analytics Reporting: Handle reporting and analytics for all organic social media initiatives.
  • Paid Integration: Collaborate with the Media team for an integrated paid social strategy, including the use of influencer content.
  • Trend Monitoring: Monitor trends in social media channels, tools, and metrics, and apply knowledge to increase effectiveness.
  • Campaign Innovation: Identify new and innovative campaigns and initiatives for key brand moments, events, and milestones.
  • Customer Experience: Influence the improvement of customer experience through relevant and consistent messaging.
  • KPI Definition: Define and execute measurable KPIs and benchmarks for each social media channel.

13. Social Media Manager General Responsibilities

  • Audience Strategy: Develop an audience-centric approach for social media activity, maintaining appropriate tonality across all platforms.
  • Channel Management: Manage social channels to support business objectives, including revenue growth, qualified lead generation, brand presence, and awareness.
  • Social Leadership: Plan and execute an industry-leading social media strategy that drives awareness and demand generation through current and emerging platforms.
  • Performance Optimization: Use digital metrics to optimize social channel investments and test the performance of content and channels for maximum impact.
  • Agency Management: Manage key agencies to deliver timely, high-quality, and coordinated experiences across social platforms, using a clear project management approach.
  • Best Practices: Ensure adherence to industry best practices for user experience and demand generation, and share insights across the organization.
  • Strategic Insights: Provide actionable recommendations to management based on performance measurements, testing outcomes, and digital channel effectiveness.
  • Competitive Strategy: Build and update social media strategy through competitive research, platform analysis, benchmarking, messaging, and audience identification aligned with company goals and editorial calendar.
  • Content Publishing: Create and publish engaging content that enhances reach, engagement, and influence on social platforms.
  • Influencer Engagement: Engage with industry influencers to build social presence, expand reach, and strengthen thought leadership.
  • Brand Participation: Participate in social media conversations in alignment with corporate messaging and branding guidelines.
  • Trend Monitoring: Monitor social media conversations, keywords, and trends daily to inform content and engagement strategies.
  • Budget Forecasting: Benchmark impact and translate insights into optimized spend plans and performance forecasts, sharing with relevant marketing teams.
  • Media Reporting: Measure and report on media performance metrics, including reach, engagement, share of voice, sentiment, conversion, and ROI.
  • Campaign Collaboration: Collaborate with campaign teams to develop social content that aligns with marketing strategies and supports top-of-funnel lead generation.
  • Channel Optimization: Work closely with digital demand and media relations teams to optimize and tag content for traffic and engagement across all channels.
  • Lead Coordination: Coordinate with sales and services teams to manage inquiries and leads originating from social platforms.
  • Social Training: Conduct social media training sessions for executives and employees to improve engagement and enablement.
  • Employee Advocacy: Empower internal stakeholders with sample daily and weekly content to encourage consistent social participation.
  • Thought Leadership: Apply advanced social media skills to enhance the company’s visibility as a thought leader in the telecommunications industry.

14. Social Media Manager Key Accountabilities

  • Channel Management: Manage all consumer-facing social media channels on Facebook, Twitter, Instagram, LinkedIn, and YouTube.
  • Content Delivery: Deliver high-quality social media content to encourage positive brand perception, product consideration, and audience engagement.
  • Brand Positioning: Use social platforms to position the brand as an authoritative voice in health, fitness, wellbeing, and investments, highlighting expert insights.
  • Content Collaboration: Collaborate with content, adviser, and PR teams to define engaging content that aligns with the social media strategy.
  • Daily Operations: Oversee daily operations of consumer-facing social media channels, ensuring consistent brand tone and maximising engagement opportunities.
  • Audience Targeting: Advise on effective social media usage to reach diverse audience segments.
  • Campaign Development: Develop creative, social-first media campaigns that align with broader marketing and business goals.
  • Paid Alignment: Align closely with the paid social media team to ensure integrated efforts.
  • Competitive Monitoring: Research and monitor competitor activity to maintain leadership in social conversations.
  • Active Engagement: Engage actively with followers, trending topics, brands, and members across all platforms to sustain a dynamic presence.
  • Insight Sharing: Share timely insights and relevant industry feedback from social media with internal teams.
  • Customer Coordination: Coordinate with the customer service team for responsive social media management.
  • Executive Support: Support the development of the senior executive's social media presence.
  • Adviser Support: Assist the adviser with social media channels.
  • Trend Analysis: Stay informed on social media trends and product changes, advising the business on their potential impact and opportunities.
  • Content Publishing: Support the content team by writing, editing, and uploading social content for the website, blog, and additional channels using the content management system.
  • Performance Analysis: Monitor and analyse social media performance, producing evaluation reports on campaigns and overall activity.
  • SEO Optimization: Ensure all social content is optimised with appropriate keywords for reach and link-building.
  • Event Coverage: Attend brand events and sponsored activities to create engaging content for all social platforms.

15. Social Media Manager Roles and Details

  • Strategic Planning: Work strategically with the Director of Communications to develop agent community, social media, and content marketing plans contributing to quarterly organizational KPIs.
  • Stakeholder Collaboration: Collaborate with the Head of Customer Success and key members of the Customer Success team as primary internal stakeholders.
  • Community Platforms: Own and manage a Workplace collaboration platform and private Facebook group, building community groups aligned with broader community initiatives.
  • Community Moderation: Post, monitor, and respond to community groups on Workplace, identifying messages that require input from subject matter experts or the executive team, and resolve issues proactively.
  • Event Promotion: Own communication and promotion of the community events schedule across all relevant channels.
  • Event Coordination: Coordinate closely with Events and Field Marketing Manager, sales, marketing, creative, and customer success teams to ensure unified event delivery.
  • Engagement Metrics: Track metrics to evaluate and refine community engagement programs.
  • Social Strategy: Develop, plan, and implement social media strategy, including paid advertising.
  • Organic Growth: Increase organic site traffic, engagement, and follower growth across all social channels.
  • Campaign Testing: Design and test social and paid ad campaigns to generate relevant engagement with target agent audiences.
  • Editorial Management: Own the monthly editorial calendar, incorporating content, media coverage, and promotions.
  • Brand Consistency: Ensure all content is consistent with brand, positioning, voice, and messaging.
  • Performance Tracking: Track and measure the performance of social media and paid ad initiatives.
  • Content Scheduling: Collaborate with the Customer Success team to create and maintain a customer editorial content schedule.
  • Campaign Content: Create campaign-focused written content to support and engage the customer community.
  • Content Production: Produce high-quality written materials, including emails, social media posts, blog articles, landing pages, ad copy, whitepapers, and ebooks.
  • Marketing Automation: Leverage the marketing automation platform and coordinate with marketing operations to build and execute campaigns and assets.
  • A/B Testing: Conduct A/B testing and evaluate KPIs to measure campaign effectiveness and replicate high-performing strategies in future content.
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