Social Media Managers are among the most sought-after tech professionals in business today. Analysts, strategists, and specialists include technical pros with Google Analytics expertise, advertising, and marketing, among other skills. Some of these workers advance to management positions, but a smaller company may hire a strategist or marketer as their Social Media Manager. Positions that can require social media management include titles like:

While a marketing degree can help in many cases, recruiters and hiring managers look for a combination of hard and soft skills for social media management candidates. These include anything from SEO (search engine optimization) to Facebook Ads. Read on to learn more about the skills and tools Social Media Managers need to thrive in an ever-evolving business landscape.

What is a Social Media Manager?

Most Social Media Managers combine their marketing expertise with management skills. They may design, curate, and manage an organization’s social media content, especially in smaller companies. Larger organizations may require a Social Media Manager to partner with a creative team and outside agencies to oversee everything from short-form videos to marketing campaign strategies.

Job Responsibilities

There are just as many typical responsibilities for Social Media Managers as there are positions. These vary by seniority, industry, and title. Social media management positions can require duties like video editing for YouTube or TikTok, writing blog articles, attending trade shows, and managing search optimization (SEO) and search engine marketing (SEM), to name a few.

Reporting Structure for This Position

Some Social Media Managers oversee all their organization's social media and marketing projects, whereas others work with a larger team. Small company Social Media Managers may report directly to upper management, whereas in larger organizations, they may work with a Development Director, Executive Director, or Programming Manager.

Typical Working Environment

While there is no typical working environment for all Social Media Managers due to the diversity of positions, a team approach is the most common in large organizations. In addition to their combination of technical skills like SEO or Google Analytics, Social Media Managers need soft skills like creativity, excellent written and verbal skills, and the ability to multi-task on several projects at a time.

Social Media Managers need multiple hard and soft skills to qualify for their positions. Although these can vary by company, industry, or specific role, consider the following among the most common.

Hard Skills

Social Media Marketing

Social media management means social media marketing, among other responsibilities. While many Social Media Managers come to their roles from the tech world, even more come from marketing positions. The career path to Social Media Manager can start with positions like Marketing Specialist, Digital Marketing Analyst, or Content Creator, to name a few. Consider marketing the top priority for any social media management role.

SEO/SEM

Search Engine Optimization, or SEO, is an essential skill set that typically goes along with search engine marketing (SEM). A Social Media Manager often comes to their role from a previous position as a Search Engine Optimization Specialist, SEO/SEM Coordinator, or Marketing Specialist. SEO and SEM are part of a company’s digital marketing strategy, and a Social Media Manager must be proficient in these areas, regardless of background.

Google Ads & Analytics

Google parent company Alphabet outpaces competitors Amazon and Meta (Facebook) in annual ad revenue. If you plan to work in social media management, you must know how to use Google Ads, as many companies require it. The newest iteration of Google Analytics, GA4, is also essential for digital marketers. Google Analytics features numerous tools, from tracking video engagement to landing page performance.

Adobe Creative Cloud

Video editing with Premiere Pro, managing images with Photoshop or Illustrator, and After Effects for motion graphics are all common features of the Adobe Creative Cloud. Social Media Managers may need to know all these software programs, whether they work for a small company or delegate tasks to Social Media Specialists or Digital Marketers. Previously known as the Adobe Creative Suite, the cloud-based platform is essential to many digital marketing strategists and analysts. Some online job postings list it under Design Software, but it is standard for many social media roles.

Soft Skills

Creativity

A creative vision is among the most essential soft skills for social media careers, especially for management. Social Media Managers may need to create and implement a strategy for their organization and design and launch marketing materials. These materials range from video content and blog posts to website elements like banners and logos. Although Social Media Managers for large companies may be able to enlist support from a team, those who work for smaller organizations are responsible for concepts, creation, and implementation.

Teamwork

Working with other employees, vendors, and clients can all fall within the Social Media Manager’s purview. A Social Media Manager working for a small firm must design and launch all company social media and email marketing campaigns, report to upper management, and enlist vendors to provide services. Some may have to report expenses and ROI to a manager as well. Social Media Managers for many larger organizations must oversee a team of specialists or analysts.

Communication Skills

Strong written and verbal communication skills are essential for any manager, particularly those in social media marketing. Social Media Managers must communicate with upper management, specialists or analysts, and the community. They create written, video, and visual elements that underscore the organization's value proposition. Ensuring the company’s brand voice and messaging are consistent across all platforms is typically their responsibility.

While not a skill, on-the-job experience is essential for most Social Media Manager positions. Job listings often emphasize two to three years or longer for management roles, and many specify industry-related training or experience. These positions may list proven work experience in a social media management or similar role as a minimum requirement, regardless of the number of years desired.

What Other Jobs Require These Skills?

Several managerial positions can require training and experience similar to Social Media Managers. Because some small companies hire a single individual to handle all their social media marketing, a Social Media Manager can even qualify without prior management experience—especially if they have meaningful social media marketing experience.

  • Marketing Manager - Many Marketing Managers can qualify for Social Media Manager roles, as their skill sets often overlap. Marketing Managers typically know the reports Social Media Managers must create for upper management, like KPIs (key performance indicators) and return on investment (ROI). They also understand the importance of social media marketing. The Marketing Manager career path is similar, as Digital Strategists, Marketing Analysts, and Digital Marketers can become Marketing or Social Media Managers.
  • Paid Search Manager - Paid Search Managers often work in roles with titles like Online Marketing Manager, Search Manager, or Search Advertising Manager. These skilled professionals use platforms like Google, Bing, Facebook, and YouTube to advertise their company's products or services. The primary difference between Paid Search Managers and unpaid Search Managers is often in the title, as Search Managers also use pay-per-click platforms.
  • Search Manager - A Search Manager will use search engine optimization (SEO), digital advertising, and paid search to implement their company’s strategies. The career path to a Search Manager role can be SEO Specialist, Digital Marketer, PPC (Pay-Per-Click) Specialist, or a comparable role.

Learn the Skills to Become a Social Media Manager at Noble Desktop

Noble Desktop offers numerous training options for students to learn social media management in person or online through teleconferencing. Topics include marketing, SEO, and Google Analytics, to name a few. Consider the following programs:

  • Digital Marketing Certificate - Noble’s Digital Marketing Certificate program is Noble Desktop's primary program for students looking to get on the marketing career track. You and your classmates will gain a deep understanding of digital marketing from every angle. Topics include Google Ads and Analytics, SEO, email marketing, and social media marketing campaigns, to name a few.
  • Social Media Marketing Certificate - The Social Media Marketing Certificate emphasizes social without delving into SEO or Google Ads/Analytics. This immersive 72-hour certificate covers LinkedIn, YouTube, Instagram, and other platforms alongside social media content marketing. Attendees learn hands-on as they create a professional-level portfolio.
  • Google Analytics Bootcamp - The Google Analytics Bootcamp introduces students to GA4, the newest analytics service from the tech giant. Topics include determining key performance indicators (KPIs), tracking ROI (return on investment) on marketing campaigns, and Google Analytics Reports. You can save by taking this bootcamp as part of the Digital Marketing Certificate program.
  • SEO Bootcamp - Also available through the Digital Marketing Certificate, Noble’s SEO Bootcamp is a 12-hour dive into the importance of search engine optimization. You'll learn keyword research techniques with Semrush, SEO for mobile, and numerous other subjects.
  • AI for Marketing - AI For Marketing is one of Noble Desktop’s most popular new courses, covering popular platforms like ChatGPT, Salesforce Einstein, and Google's Gemini AI. Applicants should understand social media marketing, SEO, and analytics before enrolling. You can save by taking AI for Marketing as part of the Generative AI Certificate program.