Over 27,000 social media managers are employed in the United States, according to a January 2025 Zippia report. With brands increasing their online presence, organizations will continue to seek the expertise of professionals who can connect with audiences and strengthen their reputations.
Successful social media specialists have a range of qualifications and skills that evolve to keep pace with social trends and technical advancements. Social media managers have duties in areas that include customer service, graphic design, writing and search engine optimization (SEO).
Earning a bachelor’s degree in communication or a related field is a common step for individuals looking to enter the field. Employers typically seek candidates with demonstrable social network experience and technical knowledge for these roles. Learning what’s typically included in a social media manager job description can help aspiring managers understand more about the role.
Core Job Responsibilities
Social media managers are part of an organization’s marketing, media relations or communication team, depending on the size of the organization, and they report to senior directors or managers. Some social media managers work as freelancers for multiple clients.
Their common day-to-day duties include:
- Creating and maintaining new social media accounts
- Reaching out to social media influencers for collaborations
- Developing and implementing brand or product social media campaigns
- Analyzing engagement and feedback reports
- Managing editorial calendars
- Ensuring brand consistency
- Writing, producing, posting and scheduling social media content
Typical Work Environments
Organizations and companies, both small and large, employ social media managers as employees or contractors to deliver services like content creation, account management, strategy building and campaign creation. Some of the most common employers of social media managers are:
- Retail and e-commerce companies
- Consumer goods companies
- Marketing and advertising agencies
- Academic institutions
- Health care systems
- Nonprofit organizations
- Telecommunication companies
- Hospitality and tourism companies
- Federal, state and local government agencies
Education and Experience Requirements
Education and experience requirements for social media managers vary by employer. However, many employers look for candidates with a combination of formal education, experience and proven skills.
Education
A common undergraduate education for those pursuing a social media manager career is a bachelor’s degree in marketing, digital media, journalism, public relations or advertising. Communication is another major worth considering, as it covers core elements of social media such as writing, audience engagement and media strategy.
Undergraduate degree programs in these fields act as a training ground where students can hone their writing, presentation, leadership, communication and technology skills. Many of these programs also include internships to prepare individuals for real-world challenges.
Experience
Aspiring social media managers can take advantage of the practical opportunities to gain experience that are available through their universities. They should also consider taking on freelance jobs where they can build social media posts, promote products, manage campaigns or produce analytics reports.
Whatever type of experience they gain, they should develop a portfolio of their work to showcase their experience and highlight their skills.
It’s common to see a variety of technical skills as key requirements in a social media manager job description. These include knowing how to use the various social media platforms and being familiar with content creation tools like Canva, Adobe and CapCut. Staying at the forefront of the technology used in social media as it evolves can make candidates stand out and lead to more career opportunities.
Certification
Obtaining a certification is an option that individuals should consider if they want to set themselves apart from their peers. The National Institute for Social Media offers a social media strategist (SMS) certification that highlights individuals’ skills in:
- Strategic development
- Regulatory oversight and compliance
- Digital platform marketing
- Project and campaign leadership
- Community engagement
- Research evaluation
Salary and Job Outlook
The median annual salary for social media managers was approximately $60,000 as of December 2025, according to Payscale, with the top 10% of earners making up to $88,000. Individuals’ salaries vary based on factors like their location, experience and education.
Positions for advertising, promotions and marketing managers, including social media managers, are projected to increase 6% between 2024 and 2034, according to the U.S. Bureau of Labor Statistics (BLS), faster than the labor market as a whole. The BLS estimates there will be an average of about 36,400 job openings available for these professionals each year during that decade.
Public relations specialists, who have a role that is similar to that of social media managers, are expected to see a 5% increase in positions during the same period, according to the BLS. These specialists have some functions that overlap with those of social media managers, such as engaging with the public, building brand awareness and monitoring engagement.
With experience, a social media manager can advance in their career to become a social media director, brand strategist or communications director.
Start Planning Your Social Media Career Today
The typical social media manager job description contains a lengthy list of duties, skills, preferred qualifications and education requirements. The role also requires creativity, storytelling capabilities and flexibility. A formal education provides a strong foundation for individuals new to the field and those who have some prior social media experience.
The University at Albany’s Bachelor of Arts in Communication program prepares people for a number of types of careers and positions, including social media manager, advertising executive, media buyer and public information specialist.
The program, offered both online and on campus, includes classes covering marketing principles, intercultural communication, media campaigns, speech composition and emerging technical trends. Students have multiple opportunities to gain practical experience through the school’s internship program and the student radio station, newspaper and mixed-media studio.
Find out how UAlbany can prepare you for a rewarding career in social media.
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