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Roles and Responsibilities of a Social Media Manager

Roles and Responsibilities of a Social Media Manager
May 22, 2019

Roles and Responsibilities of a Social Media Manager

May 22, 2019
Surya S. Das
Surya S. Das is a budding Digital Marketer with great dreams

Almost all businesses today are striving hard either to create their Online presence or to develop new ways to keep their audience engaged. It has become essential to have an online presence because now the human race spends a large portion of their time online. And also, in most cases, it is observed that Social media is an efficient tool to drive quality leads and sales. But large companies or business owners hardly have time every day to maintain their Online Profiles. So it’s a common practice to hire agencies or individuals to run Online Profiles and campaigns for them.

And once a company hires a marketing agency, the profiles of companies are often handled by the Social Media Managers in agencies. So irrespective of whether you are hiring an agency or you want to become a social media manager, you should know what the roles and responsibilities of a Social Media Manager are. But first, let’s brief out what do roles and responsibilities mean and what is the difference between them. While researching, I came across this perfect paragraph that will explain to us the difference between the two:

“Roles are the positions team members assume or are assigned --the part that each person plays in the organization. Responsibilities are the specific tasks or duties that members are expected to complete according to their roles.”

So having understood the difference between Roles and Responsibilities let us now explore some points for both of them. But here we are going to start with the responsibilities first and will then look into the roles later to make things more clear.

Responsibilities of a Social Media Manager

Brand development

Brands don't come up overnight, but it's a slow and time-consuming process. A brand should be a story in itself, and for that, it is first essential to recognize its strength. Every brand cannot cater to all the customer base in the world, but they have their operating areas. So it is crucial to recognize and define a market area for that brand.

Positioning the brand online and creating a positive vibe around its name in social media is the responsibility of A social media manager. What message should go to the crowd and how to develop an image of the brand is also to be thought by him. A customer buys from a company only when there is a need existing or generated and so it is vital to identify that need. Once you know the need of your customers, then it will help you position your brand in a way that your customers can relate to it.

So brand development is a task that is to be done by someone who understands and evaluates the market and customers well and is also able to present his ideas well. So a social media manager should have that ability to execute this responsibility well as this will define how a campaign might perform.

Customer Identification

As said earlier every brand cannot cater to all the customer needs and so it is essential to identify the right set of customers for each brand. A social media manager should be knowledgeable enough to identify potential customers for a brand. He may take into consideration different factors depending upon his experience. He may also want to receive inputs from the brand owners or conduct surveys, but in the end, he is the one who will decide the target audience for online campaigns.

Deciding the right target audience is very crucial because it will directly affect the money spent on campaigns and revenue earned from it. The ultimate goal of each business or brand is to generate revenue from sales. And so if the right audience gets targeted efficiently, then it will directly translate into better returns.

Objective setup

Setting up a goal or objective is very crucial. If you don’t know what you want then how can you define your actions and so work done without a goal or purpose is useless. So a Social Media Manager has to set up some realistic goals and objectives so that the result of the campaign can be measured.

A goal or objective can be set up depending upon different factors like the need of the brand, challenges faced by the brand, customer behavior, etc.

Design and Development Strategy

Once the social media manager has set a customer base and goal, then the online space is to be made presentable. The online space may include the website of the company, Social Media profiles, Email formats and anything that will be visible to the potential customers online. The design should represent your brand and help create its identity. Apart from creating the design layout, it is also essential to maintain the same design format in every new element. And if required he might have to improve or change the existing design formats too.

The designs should be strategic enough to create an impact on customers. So all these ideas and strategies are to be thought by the Social Media Manager.

Content Management

Content is vital to spread your message or interact with the online world. And it is equally essential that your content has the quality, genuineness, and originality to help you go high in social media as well as search engines.

It is the responsibility of the social media manager to keep track of the content that is being produced and circulated from the Online profiles under him. He is expected to provide content ideas which might be helpful to customers and trend in social media, and the ideas should come after researching about them. Creating and publishing content is a regular process for managing any social media profile, and so the flow is to be always maintained.

A Social Calendar can be prepared to keep in mind the frequency of posts required for a particular social media channel. And it should be followed strictly and reviewed regularly. The content should come up in a way that it reaches to your target customers, and they relate to it. If it fails to attract your target customers, then it is hardly helpful.

Promotion Strategy

Creating content and sharing is not enough, it helps to spread your message and bring in potential customers, but the reach remains very low, and so it is necessary to boost them with promotion. The fan base in any social media platform needs to increase continually, but that is not always possible organically. So Social Media Promotions become essential to give a boost to your content and make them more visible.

Promoting on social media is not the same as promoting on search engines or other ad space. The approach and techniques are entirely different, and it is the task of Social Media Manager to understand the right strategy for the brand concerned.

The content, placement, presentation, and targeting in Social Media is different from other Ad channels. If utilized the right way then promoting brands on Social Media can do wonders.

The social media manager needs to develop a complete strategy on how they can achieve their goal with a given budget. He needs to keep a check on the progress of the promotion strategies as well and make changes wherever required.

Social Media Engagement

Once potential customers or leads are interested in the product, then they might have queries. All queries and questions are to be answered efficiently by the Social Media Manager, and for that, he needs to have a clear understanding of the brand, and it’s products.

Apart from that the content and promotions should be formulated in a way that it invokes the customer to interact. There should be some scope of affirmative action from the customer’s end too, and that creates an impact in the minds of the customer. Even the answers to customer questions should be formulated in a way to instigate further interest and action from the customer’s side.

People interact when they are interested. So creating content that invokes interest in customers and provokes discussion about it too in the social media platform is essential. And strategies to engage the customers are to be formulated by the Social Media Manager.

Conversion strategy

The ultimate need of any business is to get sales and generate revenue. The efforts put on social media platforms, and the campaigns should give some result. The result is to be decided pre-handed to consider a campaign to be successful or a failure.

Generally, campaigns on social media platforms try to push the potential lead to sign up pages, shopping carts, websites, etc. There should be a defined page on which when the customer reaches then it can counts as a successful conversion. There can be a series of steps outlined which is to be covered by a lead to get converted, or you can have a call to action to help reach the final conversion stage.

Defining such paths for conversion and final conversion pages help the Social Media Manager, as well as the brand, understand what is going right and what can be improved. All promotions and efforts should focus upon the conversion and so a solid strategy is required to be developed to achieve that and also other relevant strategies should also be in line with it.

Managing Resources

A Social Media Manager is required to be a One-Man army but may not have to perform all the tasks alone. There is too much work needed to be done to make a brand prominent in the eyes of the potential customers and doing everything alone is not always alone. Many Social Media Executives may be employed under him to execute the complete task.

So it becomes the responsibility of the Social Media Manager to divide and coordinate the complete work among the people working under him. He would also be held responsible for the outcome or the results of his team.

Apart from that he also has to maintain a good relationship with the outer world. He should have excellent terms with bloggers and influencers so that they are easily approachable whenever required.

He also has to keep a check on the budget allotted for each project and has to make the best use of it. Defining the budget for each campaign and also monitoring if they are getting the desired outcome is also an important task.

Result Analysis

All efforts put on the social media platforms by a Social Media Manager, and his team is useless if there is no analysis of results and no necessary changes made based upon the analysis.

Executing strategies and completing tasks are no doubt important, but analyzing the result after completing the task is equally important too.

Conversion is different from Result Analysis because Conversion seeks the final result of all the tasks, but result analysis means taking into consideration several key elements that define the success of individual tasks undertaken.

Some key result analysis factors on Facebook can be audience growth, audience engagement, content reach, negative feedback, etc.

Roles of a Social Media Manager


Leadership qualities are essential for a social media manager because he has a team which he needs to manage. Managing a Social Media platform is not a single man task.


A Social Media Manager has a lead role in his team, and so he is expected to be an initiator too. He is the one who will plan strategies and will have to convince others in his team to work on that strategy. He will have to take initiatives to make the campaign more successful. If any change comes up in any policy or any other field, then he should take the initiative to start it from his end and explain the benefits of it to others. Even for the introduction of new methods and technologies, he is the one who should learn it first and then explain it to others. So every change will have to start from him, or he will have to be the initiator.

Team player

Digital Marketing in itself is teamwork. To achieve big goals and long term results you need to have a strong team. And a Social Media Manager already has a team which he needs to represent and work along. He must encourage everyone to think alike and keep the bond between everyone to get effective results from them.


When working in a team then distributing and coordinating all tasks is an essential task in itself. If the coordination between team members is not maintained then highly efficient individuals may also seem useless. So as a Social Media Manager it is his responsibility to keep the project going smoothly with all tasks getting delivered on time and no single person failing in accomplishing any task.

Knowledge Hub

The Social Media Manager is highly looked upon by his teammates and also by the client for whom they are working. He should have complete knowledge of the process, tasks, and results of the project. He should be efficient enough to guide any teammate lagging or facing challenges and should be able to answer to all of the client’s questions as well. So for him, knowledge is of prime importance.

Challenges faced

“Success is no accident. It is hard work, perseverance, learning, studying, sacrifice and most of all, love of what you are doing or learning to do.” said by Pele is true even for a Social Media Manager. `To be a successful Social Media Manager, one has to learn new things continuously. The Social Media Platforms and human behavior is changing daily, and so he needs to keep track of all the changes. He also needs to learn new methods by studying others and implement the best ones for themselves. Thus the learning process is, and that would seem harsh to someone who is not so enthusiastic about this field.

Apart from continuous learning, a social media manager has to keep track of the current trend and performance of his campaigns regularly. Even after his working hours, he might have to continue his work in some corner of his mind because the social media platforms are vulnerable. We cannot let opportunities go because that can bring a significant impact and even a small loophole can prove to be a disaster. So regularly keeping track of the performance needs to be a practice and also studying the current trend should gradually get into his blood so that he is always into it. And all these things are only possible if he is passionate about his job. There’s a lot to explore so a person only doing it for a living might feel this job to be tough. But once you love it, it is the most exciting thing to do.


The Roles and Responsibilities mentioned here are for a brief idea for the job of a Social Media Manager. Depending upon the company and requirements, some responsibilities may get added or reduced, but the basic structure is still the same. And to become a hero as a Social Media Manager the best advice would be to stop looking at it as a job, instead, make it your life and love it, then you will succeed in it a lot.

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