How to Become a Social Media Manager

The research is in — and, unsurprisingly, social media is as popular as ever. In fact, according to Pew Research Center, more than half of adults surveyed in the United States report using platforms like Instagram, Facebook, and YouTube.

With so many people on social media platforms, businesses of all sizes (and across industries) are leveraging it as part of their digital mar k eting strategies. Many brands even have their own social media managers.

Becoming a social media manager calls for more than just a knack for posting, though. It involves a specific set of skills, credentials, and real experience. With a better idea of what it takes to become a successful social media manager, you can decide whether this career path may be right for you and, if so, what your next steps might be.

What Does a Social Media Manager Actually Do?

Today’s savvy brands recognize that their target audiences are using social media. They’re taking advantage by using social media marketing strategies to build brand awareness, connect with their audiences, and improve brand loyalty.

More specifically, social media managers are the digital marketing professionals responsible for overseeing all aspects of a company’s social media presence. While specific responsibilities may vary from one role to the next, common duties of a social media manager include:

Creating, strategizing, scheduling, and posting content to social media platforms
Overseeing community engagement and response to social media posts
Coordinating paid social media advertising campaigns, where applicable
Assessing the effectiveness of social media marketing campaigns through data analytics and reporting
Maintaining a consistent brand voice across all social media platforms
Collaborating with other professionals (e.g., advertising, public relations, and marketing teams)

What Skills Do You Need to Succeed?

If a career in social media management appeals to you, you might wonder what it takes to enter the field. According to the U.S. Bureau of Labor Statistics (BLS), advertising, promotions, and marketing managers typically need a bachelor’s degree at minimum, as well as some essential skills in content creation, search engine optimization, analytics, and community engagement.

Content Creation and Copywriting

Social media managers are generally responsible for not only for posting (or scheduling) new content on a brand’s social media channels but also creating that content. This entails having an extensive understanding of the brand’s target audiences and consumer behavior, along with plenty of creativity and brainstorming. From standalone posts to video content and graphics, social media managers know how to create content (or utilize artificial intelligence tools to help create content) that captures an audience’s attention.

Social Media Analytics

In addition to content ideation and creation, social media managers are charged with tracking individual marketing campaigns and monitoring their success. Most often, this is done through the use of data and marketing analytics — which empower marketing managers to extract insights from raw data that can help inform future marketing/advertising decisions. These professionals, then, are well-versed in data analytics tools with an understanding of the metrics and key performance indicators (KPIs) used to evaluate campaign success.

SEO and Platform Algorithms

Search engine optimization (SEO) is another critical aspect of any social media manager’s role. Specifically, these professionals understand the nuances and complexities of SEO. This enables them to create social media content that will be picked up by platform algorithms. By employing keyword-informed captions, hashtag strategy, and other SEO methods, social media managers can elevate brand visibility on the platforms their audiences are using most.

Community Management and Brand Voice

More than half of Gen Z now trust brand information on social media over traditional search engines and AI chatbots as a means of interacting and engaging with their favorite brands. With this in mind, social media managers also have an important responsibility to respond to user comments and direct messages — maintaining a consistent brand voice while tactfully handling any negative feedback.

How to Become a Social Media Manager: A Step-by-Step Path

On the path to a job as a social media manager, many professionals follow a few basic steps to secure this position:

Build Your Educational Foundation

While a degree may not be formally required by every employer, most marketing managers today hold a minimum of a bachelor’s degree in a related field. A specialized degree in digital marketing or social media marketing could provide the structured exposure to strategy, business principles, and analytics that basic certifications or self-taught options simply don’t.

Earn Relevant Certifications

In addition to a formal degree, some marketing professionals seeking careers in social media management may pursue relevant certifications to further sharpen their skills and set themselves apart. Examples of popular certifications to consider include:

Although certifications can be valuable supplements to a formal degree, they are not a substitute for a bachelor’s degree in marketing or a related field. Johnson & Wales University (JWU) Online does not endorse any particular certification, and readers are encouraged to do their due diligence before pursuing any additional designations.

Build a Portfolio Before You Have Clients

Additionally, establishing a professional portfolio is highly recommended before applying to social media marketing jobs. Even before you have any “official” clients, you can build out your portfolio by choosing a niche and creating a mock brand or personal social media account with documented growth.

From there, you might consider offering free or discounted social media management to a local business or nonprofit in exchange for portfolio samples. In the samples you showcase, bear in mind that employers want to see evidence not just of execution but also professional judgment.

Gain Real-World Experience

Companies hiring for social media management positions tend to prefer candidates who have not only a bachelor’s degree in a related field but relevant work experience as well. You may gain applicable, real-world experience through entry-level roles such as:

Social media coordinator
Social media specialist
Digital marketing assistant
Content creator

Consider, too, amassing experience through internships that may be available during your time in school. You can also leverage platforms like LinkedIn to cultivate your own social presence and build a strong professional network before you even graduate.

What’s the Job Outlook for Social Media Managers?

According to BLS data, overall employment of advertising, promotions, and marketing managers (including social media managers) is expected to grow 6% between 2025 and 2035 — with an estimated 36,300 job openings each year. This is faster than the national average growth for all occupations; so, at this point, the overall job outlook for social media managers looks rather promising.

Where Can a Social Media Management Career Take You?

While many social media managers are fulfilled in their careers, plenty of other potential advancement opportunities may be worth exploring down the road. Some examples of potential career trajectories for social media managers include:

Social Media Manager → Senior Social Media Manager → Social Media Director
Social Media Manager → Digital Marketing Manager → VP of Marketing
Social Media Manager → Content Strategist → Content Marketing Director
Social Media Manager → Brand Manager
(Agency Path) Account Manager → Account Director (Digital Agency Setting)

Ultimately, the path that’s ideal for you depends on your unique strengths and interests.

Is a Degree Worth It for This Career?

Compared to a professional certificate or a self-taught pathway, a formal degree (such as an online Bachelor’s in Digital Marketing and Social Media from JWU Online) instills strategic frameworks and business acumen while opening doors to competitive employers. In JWU’s online program, students develop proficiency in the topics most relevant to social media management with real-world applications, including:

Content strategy
Data analytics
Digital advertising

Start Your Career in Social Media Management

Working in social media management can be a rewarding career path for those who enjoy cultivating a sense of community, creating share-worthy content, and interacting with users on today’s most popular social media platforms. To thrive in social media management, however, a solid foundation in content creation, copywriting, social media analysis, and SEO is essential.

Fortunately, you can explore all this (and more) in JWU Online’s Bachelor of Science – Digital Marketing & Social Media. With dedicated coursework in marketing, content management systems, consumer insights, and more, students in this degree program hone career-ready skills through a flexible online learning format.

For more information about completing your degree online, complete the Request Info form, call 855-JWU-1881, or email [email protected]. You can also get started with your application for admission here!