Job Overview
The Social Media Manager orchestrates the organisation's presence across social media platforms to build brand awareness, engagement and community. Far more than posting content, they develop social strategy, manage paid campaigns, monitor conversations and analyse performance to drive business results.
The role has evolved from simple community management to a sophisticated blend of content marketing, paid advertising, data analytics and influencer relations. With algorithm changes, new platforms (TikTok, Threads) and the rise of social commerce, the role requires constant learning and creativity.
Key Responsibilities
Social media strategy development
Define social media strategy aligned with marketing and business objectives. Select priority platforms, establish audience personas, set content themes and publishing calendars. Analyse competitor strategies and identify opportunities.
Content creation and curation
Create engaging native content (text, images, video, reels) optimised for each platform. Mix promotional, educational and entertainment content. Use content calendars and manage user-generated content.
Community management and engagement
Monitor social conversations, respond to comments and messages, build relationships with followers. Handle customer service issues professionally, amplify brand advocates and address negative feedback constructively.
Paid social campaigns
Develop and execute paid advertising strategies on Meta (Facebook/Instagram), LinkedIn, TikTok. Manage budgets, create ad creatives, set targeting parameters, optimise for conversions and ROI.
Analytics and performance reporting
Track KPIs (reach, engagement, conversions, follower growth), use analytics tools (Meta Business Suite, Sprout Social), produce dashboards. Analyse what works and optimise content strategy based on data.
Influencer and partnership management
Identify relevant influencers, negotiate collaborations, manage influencer relationships. Build partnerships with complementary brands, coordinate co-marketing campaigns and track partnership ROI.
Required Skills
Technical Skills vs Soft Skills
- Mastery of major social platforms (Instagram, TikTok, LinkedIn, Meta)
- Proficiency with social media management tools (Hootsuite, Later, Buffer)
- Strong visual design sense and basic design skills (Canva, Adobe)
- Video editing and short-form video creation
- Knowledge of social advertising platforms and campaign management
- Analytics interpretation and reporting
- Creativity and storytelling ability
- Excellent written and visual communication
- Trend awareness and cultural intelligence
- Responsiveness and ability to think on feet
- Networking and relationship-building
- Adaptability to algorithm changes and platform evolution
Salary and Compensation
Salary Scale 2026 (annual gross)
| Experience | SME/Startup | Large Enterprise | London |
|---|---|---|---|
| Junior (0-2 years) | 25-32K€ | 28-36K€ | +10-15% |
| Established (2-5 years) | 32-42K€ | 36-48K€ | +12-18% |
| Senior (5-8 years) | 42-50K€ | 48-60K€ | +15-20% |
| Head of Social (8+ years) | 50-65K€ | 60-80K€ | +18-25% |
The Evolution of Social Media Roles
What is the difference between Social Media Manager and Community Manager?
Must a Social Media Manager know graphic design?
Is social media management career-proof in the age of AI?
What are emerging skills for social media managers?
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