TARGETjobs black logo
Marketing managers (social media) use platforms such as Twitter, Facebook and LinkedIn to promote brands by posting promotional content and interacting with an existing customer base.

Social media marketing managers can work ‘in-house’ promoting their own organisation’s brands or they can work with clients at a marketing agency.

What does a social media marketing manager do? Key responsibilities | Typical employers | Qualifications and training | Key skills

Social media marketing managers work to promote and strengthen an organisation’s brand(s) using social media platforms. There are a number of creative, analytical and managerial aspects to this role. Social media marketing managers can share many of their responsibilities with marketing executives, multimedia specialists and marketing managers/producers (digital), especially in small- and medium-sized employers (SMEs) where there may not be a dedicated social media manager. Related and alternate job titles include: social media manager, social media marketer, social media executive, social media assistant and social media intern.

Key responsibilities

Social media marketing managers’ responsibilities revolve around organising and running marketing campaigns over social media platforms (such as: Facebook, Twitter, LinkedIn, Instagram, TikTok and Snapchat). Typical responsibilities include:

  • Creating content, including text posts, video and images for use on social media
  • Promoting products, services and content over social media, in a way that is consistent with an organisation’s brand and social media strategy
  • Scheduling social media posts using applications such as Hootsuite and TweetDeck
  • Interacting with customers and dealing with customers’ enquiries
  • Developing new social media strategies and campaigns
  • Managing a budget to be spent on promoting social media posts and pay-per-click (PPC) advertising
  • Keeping track of data and analysing the performance of social media campaigns
  • Collaborating with colleagues from across marketing departments to ensure branding is consistent
  • Meeting with clients and other stakeholders (such as social media influencers). These meetings may involve pitching potential marketing campaigns.

Typical employers

Social media marketing managers can work ‘in-house’ promoting their own organisation’s brands or they can work for a marketing agency, where they would manage the social media presence of their clients. These may be ‘full-service’ agencies or they may specialise solely in digital and social media marketing. There are also a number of opportunities to work as a freelance social media manager. Salaries for entry-level social media roles tend to range from £19,000–£25,000 a year, while experienced social media marketing managers can earn up to £50,000 a year.

The majority of job roles are based in London and other major UK cities. Vacancies are advertised online (on sites such as TARGETjobs), by recruitment agencies, in national newspapers and in publications such as Campaign, The Drum and Marketing Week.

Qualifications and training required

There are routes into social media marketing roles for both university graduates and school leavers. Roles which require a degree will typically accept a degree in any subject. Some employers may indicate a preference towards graduates with degrees in a subject related to journalism, business, marketing or media.

School leavers with GCSEs (or equivalent) can enter the industry through a social media apprenticeship or a more general marketing apprenticeship. Through an apprenticeship, school leavers will receive training in marketing, work towards qualifications and earn money at the same time.

Work experience, organised informally or through a formal internship scheme, will certainly be helpful in finding graduate marketing opportunities. Employers may offer internship opportunities which will allow graduates to gain experience in using social media for marketing purposes.

You may also be able to develop your knowledge and technical skills through a postgraduate or professional qualification offered by a professional body, such as the Chartered Institute of Marketing (CIM) or the Institute of Direct and Digital Marketing (IDM).

Key skills for social media marketing managers

  • A knowledge of and an interest in the methods organisations use to promote themselves through social media is a necessity
  • Strong communication and presentation skills
  • Photo and video-editing experience
  • Organisational skills
  • Analytical ability
  • An ability to multitask, to work on a number of projects at once
  • Problem solving skills

Next: search marketing graduate jobs

Supported by

This describes editorially independent and objective content, written and edited by the GTI content team, with which the organisation would like to be associated and has provided some funding in order to be so. Any external contributors featuring in the article are independent from the supporter organisation and contributions are in line with our non-advertorial policy.

Advertising feature by

This describes content that has been written and edited in close collaboration with the organisation, who has funded the feature; it is advertising. We are committed to upholding our ethical values of transparency and honesty when dealing with students and feel that this is the best way not to deceive consumers of our content. The content will be written by GTI editors, but the organisation will have had input into the messaging, provided knowledge and contributors and approved the content.

In Partnership

This content has been written or sourced by AGCAS, the Association of Graduate Careers Advisory Services, and edited by TARGETjobs as part of a content partnership. AGCAS provides impartial information and guidance resources for higher education student career development and graduate employment professionals.

Did you know that members with full profiles are more likely to get direct messages from employers?

Don't miss this great opportunity. Register now