The Social Media Manager profile is a newly created position that has emerged within the field of digital marketing. Given the rise of social networks in recent years and the professionalization of brand profiles, it is an increasingly essential figure in today’s companies.

But, what are its functions and why is it important to bet on its incorporation to the staff of companies?

What is a Social Media Manager?

A Social Media Manager is someone who is in charge of planning the company’s social media strategy. To do this, they must take into account the business objectives and determine the most appropriate strategies to achieve them.

In addition, they must know the most optimal tools to analyze the results obtained through the actions developed, establish points of improvement and develop the actions aimed at it. If you have the knowledge of how to write my essay it will help a lot in this profession.

Social Media Manager vs. Community Manager

Although on many occasions even the companies themselves may confuse both positions, or unify them, the truth is that both profiles are different. The Community Manager is also the person who dynamizes the profiles in social networks and interacts with the audience.

In addition, he/she performs the important task of obtaining information about the needs of customers to establish future improvements in the company.

What are the functions of the Social Media Manager?

Next, we are going to see the different competencies of this profile.

1. Market knowledge: what is the competition doing?

The Social Media Manager profile must carry out a prior analysis of the company’s sector. In this way, they can determine what actions are being carried out by other companies in the sector and which ones could work to achieve the proposed objectives. Also, it is important to know what opportunities the market offers or the possible threats they will have to face in social networks.

2. Knowledge of the company: what is its competitive advantage?

Market research is also useful to contextualize the company itself and define what strengths or weaknesses it has with respect to its competition. For this purpose, a SWOT analysis can help you to a great extent.

On the other hand, knowing the company’s target audience is vital. Determining what their interests are and what they can expect from your company is tremendously necessary when outlining the strategy in social networks. To do this, you can use the empathy map.

3. Define the company’s social media goals

Before outlining the strategy, it is vital to determine what the company’s objectives will be in social networks. In this way, you will be able to determine what the annual strategy will be to achieve them.

4. Create the social media strategy

With these objectives in mind, you should create the company’s social media marketing strategy, social media plan.

To do this, you must take into account both the content strategy and the campaigns to be launched throughout the year. In this way, you will be able to adapt the actions and campaigns on social media profiles.

5. Analyze results

The Social Media Manager is also responsible for analyzing the results of the different strategies developed on social networks. To do so, they must establish and control the different KPIs.

Moreover, SMM must prepare reports to measure the efficiency of the actions: know the number of conversions, analyze if the ROI is the estimated one, etc. And finally, establish improvements if necessary.

6. Create a contingency plan

On some occasions, brands may suffer a reputation crisis on social networks. And, in this situation, the company must have a plan of action. In this case, it is important to have a defined contingency plan to know how to act from social networks. And this is the responsibility of the Social Media Manager.

What characteristics should a Social Media Manager have?

Unfortunately, not all companies currently have in mind the importance of this profile. In fact, social networks are often managed by people with little experience in the sector and no strategic capacity.

However, thanks to the tremendous penetration of social networks in today’s society, this is changing. There is an increasing professionalization of this type of profile.

According to the functions mentioned above, a Social Media Manager must be a person:

  • Analytical, with strategic capacity, and with the ability to make decisions in an agile way.
  • Knowledgeable of the market, as well as of the company and its clients.
  • With a passion for the social media sector and experience in the best practices in this regard. In addition, she must be up to date with the changes and updates that are being introduced.
  • You have the ability to adapt quickly to change.
  • You have leadership skills and you know how to work in a team and under pressure.

Do you think you could fit the profile and want to train for it? We tell you how you can prepare yourself to become a Social Media Manager.

Where to study or how to become a Social Media Manager?

If you are interested in the world of business strategy, digital marketing, and social networks, you may be thinking about training to become a Social Media Manager in the future.

If so, you should keep in mind that this position requires knowledge of:

  • Web analytics and platforms to carry out advertising campaigns on social networks.
  • Digital marketing and business strategy.
  • Results analysis.
  • Content creation and social media platforms.

As a Social Media Manager, you can work with the staff of companies that require this position, in communication agencies or as a freelance. The options are varied!

Wrapping up

So now you know: if you are interested in this sector, why not take the plunge? The future is digital, as evidenced by the most demanded jobs in the coming years. Train yourself properly, create your professional profile on social networks and a professional website that can serve as your portfolio. It’s time!


Social media, business, and Tech. writer. I use my skills, relationships and passion to create the content that helps.

Write A Comment