Essential Duties of a Social Media Manager

It’s challenging for any business to build a strong online presence or find new ways to keep their audiences engaged. Among all the other ways, social media is one of the powerful tools to reach your audience and it helps you drive quality leads and sales.

Larger organizations rarely get time to organize and maintain their online profiles. So, hiring a marketing agency or a freelancer has become common. Now, once a business hires a marketing agency or an individual, the task is generally handled by a social media manager.

No matter whichever you choose- social media agency or an individual or you wish to become a social media manager, you should be aware of the responsibilities a social media manager has.

Responsibilities of a Social Media Manager

Brand Development

A brand doesn’t develop at a stroke; it’s a slow and time taking process. A social media manager creates brand awareness and builds a positive vibe across all the social media platforms. He will also work on what message should be conveyed to the audiences and how an image of the brand can be developed.

A purchase is made only when there is a need for it. Thus, it’s important to know that demand. Once you identify the requirement of your customers, it will be helpful to position your brand so that your customers can connect to it.

Hence, brand development needs to be executed by someone who can evaluate the market and understand the need of the customers well and has the ability to put it forward with their ideas. Therefore, a social media manager should have those skills to carry out this task properly, as this will explain how the campaign will perform.

Customer Identification

Not every brand can meet the complete needs of a customer so it is crucial to figure out the right set of audience for every brand. It’s the duty of a social media manager to find potential customers for a brand. He can either take inputs from the brand owner or carry out surveys, but eventually, he is the one who will take a call for selecting the target audience for campaigns.

Defining the correct target audience is extremely important as it will affect the amount spent on the social media campaigns and the profit gained from it. In the end, the objective of any business is to earn a profitable income from sales. If you reach the exact audience as a target, it will certainly drive a better outcome.

Setting Up The Goal

Defining an objective is very important. If you are not sure what exactly you want, then defining your actions would be tough and any activity without any purpose is pointless. Hence, a social media manager has to set some logical goals so as to measure the success of the campaign.

While setting a goal or an objective, there are many factors that need to be considered such as the behavior of the customers, need of the brand, challenges faced by the brand, etc.

Design and Development Strategy

Now that the social media manager has defined the customer base and set the goal, the next step is that the online space needs to be made presentable. This online space means the email formats, social media profiles, website and all that is visible to the potential customers online.

Your design should portray your brand clearly and help create a brand identity. Besides creating the design layout, it is also crucial to follow a similar pattern or design format in each new element. If he thinks that those design formats are not working then he might have to improve or modify the current design formats too.

The design should be attractive enough to create an influence on your audience. Therefore, all this should be planned by the social media manager.

Content Management

To communicate with the online world, content is the only medium. To help you become popular on social media, you need to create the content which is of high quality and unique.

A social media manager needs to keep a track of the content that is being created. He must provide content ideas which are trending on social media and these ideas will come only after doing some research.

He can also prepare a social media planner that includes the frequency of the post and the type of posts that can be prepared for a particular social media channel. This planner should be followed strictly and reviewed on regular intervals.

Promotion Strategy

Only creating the content and publishing it is not enough. The organic reach remains low on social media platforms and so it is important to boost them. To reach a wider audience- social media promotion is essential.

The promotion on social media is not as same as promoting on search engines. The techniques and strategies have to be different and a social media manager needs to take the right approach for the brand. Right steps for promoting on social media can give successful results.

A social media manager has to build a whole strategy on how to reach their target within the given budget. He will have to monitor the growth of the strategies for the promotion and make alterations when needed.

Social Media Engagement

A social media manager needs to have complete knowledge about the product/brand he is presenting on social media. This is because he will need to answer all the queries of the potential customers. It’s important that all these questions are acknowledged by the social media manager.

Also, the content should be created in such a way that it encourages the interaction of the customers. Keeping the scope of affirmative action would be beneficial. In fact, even the answer to their queries should be carried out in a way that it further involves communication or action from the customer’s side.

Conversion strategy

The ultimate goal of any business is to get more sales. The social media efforts should give them some output and the campaign results have to be pre-decided.

Any campaign on a social media platform should divert the potential lead to the shopping cart, sign up pages, login forms, etc. When the customer reaches one of these destinations, only then it is considered as successful conversion.

Adding such call to actions will help the social media manager and the brand owner to understand the progress of social media and the scope of improvements in them.

Result Analysis

Carrying out the strategies with the proper flow is important but at the same time, analyzing the final results is also important.

If there is no analysis done, then there’s no point in putting so many efforts by the social media manager and his team. Analyzing the results helps in finding the loopholes and working on them makes social media campaigns better.


All the above mentioned points are the responsibilities of a social media manager. There may be some more responsibilities and some may get reduced depending upon the company and its requirements. If you have something more to add about the responsibilities of a social media manager, do comment below.