WHAT DOES A SOCIAL MEDIA MANAGER DO?

Reviewed by Lam Nguyen under Editorial Standards

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.

Job Role FAQs

What is a job role?

A job role refers to the duties, responsibilities, and expectations associated with a specific position within an organization. It explains what tasks an employee performs, how they contribute to team objectives, and how their work supports the company’s overall goals.

What are the typical responsibilities of a job role?

Typical job role responsibilities include completing daily tasks, collaborating with team members, making decisions, and meeting performance targets. For example, a software developer may write code, fix bugs, review pull requests, and collaborate with product teams.

What is the difference between a job role and a job title?

A job title is the official name of a position, such as Marketing Manager or Software Engineer. A job role describes the actual duties, responsibilities, and expectations associated with that position.

Why are clearly defined job roles important?

Clearly defined job roles help organizations improve productivity, reduce workplace confusion, and ensure accountability. When employees understand their responsibilities and expectations, teams can collaborate more effectively.

How do job roles support career development?

Understanding different job roles helps professionals identify career paths and the skills required for advancement. By learning the expectations of various roles, individuals can build relevant skills and plan long-term career growth.

Editorial Process

Lamwork content is developed through structured review of publicly available job postings and documented hiring trends.

Editorial operations are managed by Thanh Huyen, Managing Editor, with research direction and final oversight by Lam Nguyen, Founder & Editorial Lead. Content is periodically reviewed to reflect observable labor market changes.

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