TL;DR
What does a social media manager do? They manage or coordinate the system that turns business goals into an organized social media presence.
Depending on the company and the agreed scope, that may include:
- understanding the audience
- building a social media strategy
- planning a social media content calendar
- developing content ideas
- creating content or coordinating creators
- writing hooks, captions, scripts, and calls to action
- managing approvals
- scheduling and publishing
- responding to agreed comments and DMs
- protecting the brand voice
- monitoring conversations around the brand
- tracking useful performance numbers
- reporting what happened
- improving the next round of content
The role changes with the business.
At a small company, one social media manager may write captions, make simple graphics, edit Reels, publish posts, answer comments, and prepare reports.
At a larger company, the manager may spend more time setting direction, writing briefs, reviewing creative work, coordinating specialists, managing campaigns, protecting the brand, and reading performance data.
The hiring lesson is simple:
Do not hire the title. Hire for the part of your social media system you need somebody to own.
Your business needs to “do more on social media.”
Easy enough.
Then somebody has to decide what to post.
Write the caption.
Find the photo.
Brief the designer.
Edit the Reel.
Get the price confirmed.
Chase approval.
Resize the graphic.
Schedule the post.
Answer the comments.
Check the DMs.
Work out why yesterday’s video died after three seconds.
And somehow remember that next Tuesday is the product launch.
That is where the job starts looking a little different from:
“They post on Instagram.”
So, what does a social media manager do?
They help turn business goals, customer needs, offers, ideas, and audience conversations into an organized social media system.
The post you see is the finished plate.
A lot happened in the kitchen.
What Does a Social Media Manager Do?
A social media manager plans, coordinates, publishes, monitors, and improves a brand’s activity across social platforms.
The exact responsibilities change by company size, industry, team structure, publishing volume, and contract.
A useful way to understand the job is to look at what the manager may own, not just count individual tasks.
| Area | What the manager may own |
|---|---|
| Strategy | Decide what social media should help accomplish |
| Audience research | Understand customer needs, questions, and behavior |
| Planning | Build campaigns, themes, and the content calendar |
| Content | Create posts or coordinate the people making them |
| Publishing | Manage approvals, scheduling, and going live |
| Community | Handle agreed comments, DMs, mentions, and conversations |
| Brand | Protect voice, message, and consistency |
| Monitoring | Watch brand, customer, competitor, and industry conversations |
| Measurement | Track the numbers connected to the goal |
| Improvement | Decide what should change next |
Current role descriptions also include account management, audience engagement, campaigns, trend monitoring, and performance review. You can see a broader breakdown in this current role guide.
The important word here is ownership.
A manager is not valuable because they completed 47 tiny tasks.
They are valuable when those tasks work together.
What Happens Before a Post Goes Live?
A good social media manager starts before the content calendar.
They need enough business context to make useful decisions.
Understand the Business First
Before planning content, the manager may need to know:
- what the business sells
- who buys it
- which offers matter right now
- which products need support
- what customers keep asking
- why people hesitate before buying
- what promotions are coming
- what has already worked
- what keeps falling flat
- what the brand should sound like
- what resources are available
- what social media is expected to help accomplish
Handing someone your logo and saying:
“Can you make us go viral?”
is not much of a brief.
Research What the Audience Cares About
Imagine a bookkeeping company wants more small-business clients.
The easiest social media content calendar might be:
- Monday motivation
- Tax Tip Tuesday
- quote Wednesday
- happy Friday
The boxes are full.
Wonderful.
But the people the company wants to reach may actually be thinking:
- How much should I put aside for tax?
- Which expenses can I claim?
- Why do I keep losing track of invoices?
- How do I clean up three months of messy records?
- Why is there money coming in but never enough left?
- What numbers should I actually be watching?
Those questions are much better starting points.
Now the content can say:
“Still treating your tax money like it belongs in your chequing account?”
or:
“The receipt pile is not technically a bookkeeping system.”
Same company.
Much stronger reason to pay attention.
What the Manager Is Trying to Find
The manager is looking for the overlap between:
what the business needs to communicate
and
what the customer has a reason to care about.
That overlap gives the content a job.
Quick Tip
If every social media planning meeting begins with:
“What holiday is coming up?”
the calendar may be full while the strategy is starving.
Connect Customer Needs to Business Goals
Now the manager has to answer another question:
What should this social media activity help the business accomplish?
Possible goals include:
- greater brand awareness
- more enquiries
- bookings
- product sales
- repeat customers
- email sign-ups
- website traffic
- event attendance
- customer education
- stronger community relationships
- reputation support
Current social management guidance increasingly connects social activity to business goals instead of treating posting volume as the result. This 2026 management playbook gives a useful industry view of that shift.
“Post more” is not a business goal.
Neither is:
“Make us famous.”
Turn Business Goals Into a Social Media Strategy
Once the goal is clear, the manager can decide what kinds of content should support it.
Different Posts Should Do Different Jobs
Not every post needs to sell.
But each post should have a reason to exist.
| Content job | What it may do |
|---|---|
| Educate | Answer a real customer question |
| Build recognition | Name a familiar problem |
| Build trust | Show process, proof, or expertise |
| Reduce hesitation | Answer a concern before purchase |
| Build connection | Show personality or a relatable moment |
| Promote | Introduce a product, service, launch, or offer |
| Start conversation | Ask something people have a reason to answer |
| Drive action | Encourage a booking, purchase, enquiry, or sign-up |
A month containing nothing but sales posts may be active.
That does not make it useful.
Build a Social Media Content Plan
A working plan may include:
- topic
- customer problem
- business goal
- format
- platform
- CTA
- asset needed
- content owner
- campaign
- approval deadline
- publication date
- current status
That is different from filling 30 boxes with:
Educational post
Fun Reel
Quote
Something engaging
and hoping nobody asks what any of it is supposed to accomplish.
Build the Social Media Content Calendar
The calendar turns the strategy into something the team can actually execute.
A social media manager may plan around:
- launches
- promotions
- events
- customer questions
- recurring series
- seasonal moments
- testimonials
- campaigns
- product availability
- business news
- educational themes
- community conversations
Balance the Month
If every post says:
Buy this.
Book this.
We offer this.
Did we mention you can buy this?
people eventually notice the pattern.
A more useful week could look like this:
| Monday | Wednesday | Friday |
|---|---|---|
| Customer problem | Helpful answer | Related offer |
| Educational Reel | Customer proof | CTA |
| Relatable moment | Behind the scenes | Promotion |
Now the audience receives something before being asked to reach for a credit card.
A Calendar Is Not the Strategy
This distinction matters.
The calendar tells you what is going out and when.
The strategy answers:
- who are we trying to reach?
- why should they care?
- what does the business need?
- what should we talk about?
- which platforms deserve our effort?
- how should we sound?
- what are we trying to change?
- how will we know if it worked?
A beautifully organized calendar can still contain weak ideas.
How Does a Social Media Manager Decide What to Create?
The manager has to choose the right format for the idea.
Not every idea belongs in a Reel.
Not every explanation needs a carousel.
Not every announcement deserves seven slides because somebody discovered Canva animations.
Match the Format to the Message
“Sale ends Friday.”
A static graphic may be enough.
“Watch how this stroller folds.”
Video.
“Five mistakes making a small bedroom feel crowded.”
Carousel.
“Which color should we release next?”
Poll.
“Three things customers misunderstand about our service.”
A Reel, FAQ series, or carousel could work.
The format has a job too.
Do Social Media Managers Create Content?
Often.
Not always.
This is one of the biggest misunderstandings around the role.
What They May Create Themselves
Depending on the scope, a social media manager may:
- develop ideas
- write hooks
- write captions
- draft scripts
- create simple graphics
- make carousels
- edit short-form videos
- repurpose existing content
- choose photographs
- resize assets
- capture simple phone footage
At a small company, one person may do most of that.
What They May Coordinate Instead
At another company, the manager may:
- brief a designer
- brief a photographer
- direct a content creator
- request product footage
- review video edits
- approve copy
- organize assets
- give creative feedback
- manage production deadlines
The manager may own the idea without personally making every asset.
Small Business vs Larger Team
A five-person company and a global brand can use the same job title for very different jobs.
At a small business, the manager may be hands-on with almost everything.
At a larger company, work may be split across:
- social media manager
- content creator
- video editor
- designer
- copywriter
- community manager
- strategist
- paid-media specialist
- analyst
That is why the job title alone does not tell you enough.
Creative Direction Counts as Work
Sometimes the manager’s biggest contribution is saying:
“Open with the customer problem, not our logo.”
“That testimonial is stronger than this product photo.”
“This caption does not sound like us.”
“The first three seconds are too slow.”
“Show the product being used.”
“The Reel looks nice, but I still do not know what we are selling.”
That is creative judgment.
When Do You Need Another Specialist?
A manager may be able to edit a simple Reel.
That does not make them a full commercial-production team.
Professional video may require:
- actors
- locations
- studio lighting
- professional audio
- several cameras
- advanced motion graphics
- longer editing time
- specialized equipment
Sprout Social’s current hiring guidance warns employers about stuffing several separate jobs into one social media manager position. Its realistic role scope guide is useful if you are building a job description or service scope.
Your manager may have extra production skills.
Treat them as actual skills, not free add-ons hiding inside the job title.
What Does a Social Media Manager Write?
More than captions.
The writing side may include:
- hooks
- captions
- Reel scripts
- carousel headlines
- Story text
- on-screen copy
- CTAs
- promotional messages
- replies
- campaign messaging
A Caption Should Add Something
Imagine the graphic says:
Still Losing Leads After They DM?
A weak caption says:
Are you losing leads after they DM? We can help!
It has simply repeated the graphic.
A stronger caption might say:
Getting the message is only half the job. If a serious enquiry sits unanswered until tomorrow, that person may already be talking to somebody else.
Now the caption moves the thought forward.
Protect the Brand Voice
“Friendly, authentic, and professional” is not much of a voice guide.
Most companies could say that.
Useful guidance sounds more like:
- We explain things plainly.
- We can be funny, but never at a customer’s expense.
- We do not use corporate language to sound clever.
- We answer direct questions directly.
- We do not pretend every product changes lives.
- When a customer is upset, we become calmer, not cuter.
Consistent Does Not Mean Identical
A funny Reel and an angry customer complaint should not sound exactly the same.
That would be consistency nobody asked for.
The manager protects the personality while adjusting the tone to the situation.
What Happens Between Draft and Publish?
There is a whole social media workflow between:
“Here is the idea.”
and
“The post is live.”
A current social media workflow guide breaks that process into planning, approval, publishing, engagement, and analysis.
Manage the Approval Process
Before a post goes live, someone may need to:
- finish the asset
- proofread it
- confirm the price
- check the date
- review the CTA
- verify links
- match the caption to the correct asset
- confirm tags and mentions
- send the draft for approval
- make agreed revisions
- schedule the approved version
- check that it published correctly
Scheduling is not strategy.
Bad scheduling can still damage good strategy.
What Should the Approval Process Make Clear?
The business should know:
- where drafts are reviewed
- who can approve them
- when approval is due
- how revisions are handled
- how many revision rounds are included
- who confirms changing business information
- who can approve urgent edits
What Happens If Approval Is Late?
The manager needs a rule.
Possible options include:
- move the post
- publish only after approval
- replace it with approved evergreen content
- cancel time-sensitive content that is now outdated
What should not happen is guessing.
Nothing says “smooth marketing operation” like:
“Sorry, the sale price changed. This goes live in eight minutes.”
Do Social Media Managers Answer Comments and DMs?
They can.
Community management needs to be part of the agreed scope.
What Community Management May Include
A manager may handle:
- comments
- basic DMs
- common product questions
- tags
- mentions
- simple service questions
- spam
- community conversations
- basic moderation
A social media manager and a community manager can overlap, but they are not always the same job. A useful role comparison guide explains the difference between content/campaign ownership and deeper community relationship work.
Replies Change How the Brand Feels
Customer:
“Do you ship to Canada?”
Reply one:
“Yes.”
Reply two:
“Yes, we ship across Canada. Tell me your province and I can point you to the delivery information.”
Both technically answered.
One was more useful.
Comments Are Also Audience Research
If ten people ask:
“Does this work for renters?”
that is not only a customer-service question.
It could become:
- a Reel
- a carousel
- an FAQ
- a product-page update
- an ad angle
- a sales talking point
- a future email topic
Your customers are telling you what they need.
Someone should be listening.
When Should a Message Be Escalated?
The manager should know the boundary.
Simple product question:
Usually manageable.
Refund dispute:
May need customer service.
Sensitive billing problem:
Escalate.
Legal threat:
Definitely not time for a cheeky GIF.
The business should decide these rules before the difficult message arrives.
What Does Social Listening Mean?
Social listening sounds more technical than it needs to.
It means paying attention to conversations that may matter to the business.
A manager may watch:
- brand mentions
- customer discussions
- recurring questions
- competitor activity
- product complaints
- industry conversations
- repeated objections
- new audience language
- reputation problems
- changing content patterns
What Can You Learn From It?
Social listening can uncover:
- a common customer concern
- a product problem
- a content idea
- a competitor gap
- a reputation issue
- language customers naturally use
- a question sales keeps hearing
- something worth addressing before it grows
Trends Are Inputs, Not Orders
A social media manager should know what is happening on the platforms.
That does not mean your accounting firm needs to dance every time TikTok discovers a new audio clip.
Ask:
“Does this trend give us a useful way to say something our audience cares about?”
If the only answer is:
“Everybody else is doing it.”
you can probably keep scrolling.
What Metrics Does a Social Media Manager Track?
The goal decides which numbers matter.
Not every account needs the same report.
Match the Metric to the Goal
| Goal | Useful numbers |
|---|---|
| Awareness | Reach, impressions, views |
| Video attention | Watch time, retention |
| Conversation | Comments, replies |
| Helpful content | Saves, shares |
| Website traffic | Link clicks |
| Leads | Enquiries, forms |
| Sales | Purchases, conversion data |
| Community care | Response time, recurring questions |
A post can earn 8,000 likes and do very little for the business.
Another can earn 120 likes and generate 12 serious enquiries.
Guess which one the owner may care about more.
Reporting Should Answer “So What?”
A report says:
Reach increased 14%.
Okay.
And?
A useful report should explain:
- what changed
- which topics worked
- which formats struggled
- which CTA created action
- what questions kept appearing
- what should be repeated
- what should stop
- what should be tested next
Otherwise, the report is just numbers wearing office clothes.
Use the Results to Improve the Next Plan
Social media management should form a loop:
Research → Plan → Create → Publish → Respond → Measure → Adjust
The last step matters.
If educational carousels keep getting saved, that tells you something.
If glossy product photos get ignored while basic demonstrations bring enquiries, that tells you something too.
If one customer problem keeps getting comments saying:
“This is exactly me.”
you may have found a stronger content direction.
The next month should know something the previous month did not.
What Does a Social Media Manager Do Daily, Weekly, and Monthly?
The workload changes by company, but the work tends to happen on different clocks.
A current daily workflow checklist separates social work into daily monitoring, weekly planning, monthly review, and broader periodic audits.
| Daily | Weekly | Monthly |
|---|---|---|
| Check comments and DMs | Review upcoming content | Review overall performance |
| Confirm scheduled posts | Create or approve content | Plan themes and campaigns |
| Watch urgent mentions | Update the content calendar | Review current offers |
| Respond to the community | Review recent results | Prepare reporting |
| Catch publishing problems | Brief collaborators | Adjust strategy |
| Monitor conversations | Make revisions | Plan launches |
This is not a universal timetable.
It shows why the job is bigger than publishing a few times each week.
Daily Work
Daily work is often reactive.
The manager may need to:
- answer a comment
- check a DM
- catch a broken post
- deal with a changed price
- respond to a mention
- watch an active campaign
- confirm scheduled content
- handle something nobody planned for yesterday
Weekly Work
Weekly work is more organized.
This may include:
- creating content
- reviewing drafts
- updating the social media content calendar
- scheduling
- briefing creators
- checking recent performance
- preparing upcoming campaigns
- gathering business information
Monthly Work
Monthly work gives the manager room to step back.
Questions may include:
- Which topics are working?
- Which platform deserves more attention?
- Which content takes too much effort for too little return?
- Which customer questions keep repeating?
- Which offer needs more support?
- What should change next month?
What Is Not Automatically Included in Social Media Management?
This section matters if you are hiring.
A social media manager is not automatically your:
- professional video crew
- photographer
- advanced graphic designer
- paid-media buyer
- salesperson
- full customer-service department
- PR agency
- influencer manager
- email marketer
- SEO specialist
- website developer
Some managers can do several of those things.
Some packages deliberately include them.
The words social media manager do not magically include every marketing job that happens near a phone.
Paid Advertising
Organic social management and paid social advertising overlap.
They are still different skill areas.
Paid advertising may involve:
- budget management
- campaign structure
- audience targeting
- conversion tracking
- creative testing
- cost analysis
- attribution
Your social media manager may offer paid media.
Ask.
Do not assume.
Professional Video Production
A manager may create a simple phone-shot Reel.
A professional production may require:
- advanced cameras
- dedicated lighting
- actors
- locations
- professional sound
- motion graphics
- specialist editing
Those are different levels of production.
Full Customer Service
A manager may answer common comments and DMs.
That does not automatically make them responsible for:
- refunds
- account disputes
- technical support
- billing problems
- detailed complaints
- after-hours emergencies
If social is a customer-care channel for your business, define who owns what.
Advanced Design, SEO, Email, PR, and Web Work
These skills may sit near social media inside a marketing department.
They are still separate disciplines.
One person may know several of them.
That does not make every service automatically included.
Where Does the Line Move?
Company size matters.
At a small business, one person may wear several hats because the team is small.
At a larger organization, the same work may be divided among specialists.
The point is not that one structure is better.
The point is knowing which structure you are paying for.
Social Media Manager vs Content Creator vs Community Manager
These jobs can overlap.
They are not identical.
| Role | Main responsibility |
|---|---|
| Social media manager | Owns or coordinates the wider social system |
| Content creator | Produces photos, videos, or other creative assets |
| Community manager | Focuses heavily on audience relationships and conversations |
| Copywriter | Develops captions, hooks, scripts, and messaging |
| Social strategist | Leads higher-level channel and campaign direction |
| Paid social specialist | Manages advertising campaigns and media spend |
Which One Do You Need?
Choose based on the problem.
Your team has no social system:
A social media manager may be the best fit.
Your strategy is fine, but the videos look weak:
You may need a creator or videographer.
Your accounts get hundreds of customer conversations:
You may need stronger community management.
Nobody knows what social should be doing for the business:
You may need strategy first.
Organic content is fine, but paid campaigns are struggling:
You may need a paid social specialist.
Do not hire a different job because the title sounds close enough.
What Should a Small Business Expect From a Social Media Manager?
A small business usually needs a practical system.
Not a 40-page strategy document nobody opens after the meeting.
Before the Month Starts
The manager may:
- review business priorities
- confirm active offers
- collect customer questions
- choose themes
- plan key dates
- map campaigns
- request assets
During Production
They may:
- develop ideas
- write captions or scripts
- create simple assets
- brief creators
- organize footage
- send drafts for approval
- make agreed revisions
During the Month
They may:
- schedule content
- publish
- handle agreed community work
- monitor responses
- catch problems
- collect new customer questions
- adjust around changing business needs
At Review Time
They may:
- review performance
- identify useful patterns
- prepare reporting
- recommend changes
- build the next plan
That is the system behind the feed.
What Should the First Month Look Like?
The first month should not begin with:
“Here are 30 random posts.”
A sensible first month may include:
First: Understand
- business goals
- offers
- customers
- platforms
- brand voice
- existing content
- current problems
- available resources
Next: Organize
- priorities
- content themes
- workflow
- approval process
- publishing rhythm
- basic reporting
Then: Publish and Learn
The first month should produce content.
It should also produce information.
You are learning what the audience responds to, what the business can realistically support, and where the workflow breaks.
What Should You Ask Before Hiring a Social Media Manager?
Do not hire somebody based only on:
“We will handle your social media.”
That sentence can mean almost anything.
Social Media Manager Checklist
Ask:
- Which platforms are included?
- Who develops the strategy?
- How many content pieces are included?
- Who writes captions?
- Who creates graphics?
- Who creates Reels?
- Who supplies raw footage?
- Is scheduling included?
- Is community management included?
- Which DMs will be answered?
- Are paid ads included?
- Who approves posts?
- How many revisions are included?
- How often is reporting provided?
- What will the report include?
- How often is strategy reviewed?
- Who handles urgent problems?
- What does the business need to provide?
- What happens outside normal working hours?
What Does the Business Still Need to Provide?
Even with a social media manager, the business may still need to supply:
- accurate prices
- offer details
- product information
- service changes
- company news
- customer stories
- approvals
- access to people or locations
- subject knowledge
- timely answers
A manager can organize communication.
They cannot secretly become you and discover that Tuesday’s special changed while everybody forgot to mention it.
Red Flags to Watch For
Be careful if the service or job description:
- never clearly defines scope
- promises guaranteed virality
- cannot explain the approval process
- has no reporting plan
- treats every platform exactly the same
- expects one person to perform every specialist marketing job
- measures success only by follower count
- cannot explain what the business must provide
A good agreement should reduce confusion.
Not create a new type of it.
How Do You Know If a Social Media Manager Is Doing a Good Job?
Start with the agreed scope and goal.
Do not judge only by follower count.
Healthy Signs
Over time, you should see some combination of:
- fewer last-minute posts
- a clearer social media workflow
- a more useful content calendar
- stronger brand consistency
- smoother approvals
- better use of customer questions
- more organized community responses
- reporting tied to decisions
- clearer experiments
- fewer weeks starting from zero
Ask Better Questions
Instead of:
“Why didn’t this go viral?”
ask:
- Did it reach the right people?
- Did the audience understand it?
- Did people stay long enough to get the point?
- Did it create useful comments?
- Did people save or share it?
- Did it generate enquiries?
- What did we learn?
- What changes next?
The manager cannot control every outcome.
They should be able to explain what the team learned from it.
Can a Social Media Manager Guarantee Virality?
No responsible manager can guarantee that a post will go viral.
They can control:
- research
- planning
- preparation
- creative choices
- publishing
- testing
- community response
- measurement
- improvement
They cannot fully control:
- algorithms
- viewer behavior
- competitor activity
- platform problems
- major news events
- cultural shifts
Someone promising guaranteed viral results is promising control they do not have.
Do You Actually Need a Social Media Manager?
Maybe.
You may benefit from one if several of these sound familiar:
- We post only when somebody remembers.
- Nobody owns the content calendar.
- Promotions become last-minute posts.
- Customer messages sit unanswered.
- Every platform sounds like a different company.
- We do not know which content is helping.
- Social media keeps falling back onto the owner.
- We have ideas but no system for producing them.
- Nobody reviews performance.
- Every week starts from zero.
- We want social activity tied more clearly to business goals.
Match the Hire to the Bottleneck
| Main problem | Better fit |
|---|---|
| Nobody owns the system | Social media manager |
| Videos are weak | Content creator or videographer |
| No clear direction | Social strategist |
| Paid campaigns struggle | Paid social specialist |
| Huge comment/DM volume | Community or customer-care specialist |
| Occasional design work | Graphic designer |
| Copy is the main weakness | Copywriter |
Hire for the actual bottleneck.
A scheduling package will not fix weak creative.
A videographer will not automatically fix a broken strategy.
Frequently Asked Questions
Does a Social Media Manager Make Reels?
Many do create or coordinate short-form video.
At a smaller company, the manager may film and edit simple Reels themselves.
At a larger company, they may develop the idea and brief another creator or editor.
Professional commercial video production should be treated as a separate scope unless it is clearly included.
How Many Social Platforms Can One Manager Handle?
There is no useful universal number.
Three quiet accounts with light posting may create less work than one account publishing daily while handling hundreds of customer conversations.
The workload depends on:
- content volume
- platform mix
- production difficulty
- community activity
- approval process
- campaign volume
- reporting needs
What Skills Should a Social Media Manager Have?
Useful skills often include:
- clear writing
- organization
- audience research
- creative judgment
- platform knowledge
- community communication
- planning
- collaboration
- brand awareness
- basic data analysis
- problem solving
The exact mix depends on the role.
What Should I Give My Social Media Manager Each Month?
Give them the information they cannot invent.
That includes:
- offers
- pricing
- launches
- events
- product changes
- business priorities
- customer questions
- approved testimonials
- new photos or footage
- anything that should not be published
Good input saves a surprising amount of emergency editing.
What Does a Social Media Manager Do for a Small Business?
For a small business, a social media manager often wears more hats.
They may combine strategy, planning, caption writing, simple design, short-form editing, scheduling, community management, and reporting.
That does not mean every possible marketing task is included.
The scope should still be written down.
What Does a Social Media Manager Do When a Post Performs Badly?
They should not panic and delete the entire strategy because one Reel had a rough Tuesday.
They can review:
- the opening
- topic
- format
- timing
- audience response
- retention
- CTA
- comments
- previous related content
Then they decide if the problem looks like:
- one weak execution
- a repeated topic problem
- a format problem
- a poor audience match
- normal variation
Good management learns before it reacts.
The Post Is the Part You See
So, what does a social media manager do?
They turn:
“We should really do something with our social media.”
into:
Here is who we are talking to.
Here is what they care about.
Here is what the business needs.
Here is what we should create.
Here is who is making it.
Here is when it goes live.
Here is how we respond.
Here is what happened.
Here is what we learned.
Here is what changes next.
That is the value.
Not simply having somebody available to press Publish.
Before you compare job descriptions or management packages, write down the one social media problem you most need somebody to own.
Then hire for that problem.
[…] guide to social media manager responsibilities explains the work beyond […]