How to become a social media manager

Learn what it takes to become a social media manager, starting with the skills you need to grow a career in this evolving field.

Browse online social media programs and courses

Key takeaways

  • Exploring how to become a social media manager involves building content creation, digital marketing, and analytics skills through hands-on experience.
  • edX's flexible, online social media and digital marketing courses cover topics such as content strategy, audience engagement, and campaign analytics.
  • Social media managers can earn a $74,750 median annual wage, according to the Bureau of Labor Statistics.
A pair of marketing colleagues discussing their ideas before a project kickoff meeting in a modern office.

What does a social media manager do?

Social media managers create and manage content in social media channels for organizations, brands or clients. These professionals work across a wide variety of fields and industries, often for digital marketing agencies, in corporate settings, or as freelancers. According to the Bureau of Labor Statistics (BLS), public relations specialists — a related occupation that may include social media management — earned a median annual wage of $74,750 in May 2025.

Common social media manager responsibilities:

  • Creating, curating, and managing content across clients' social media channels
  • Engaging with the audience by responding to comments, redirecting and referring as necessary, and addressing complaints
  • Developing a consistent brand strategy and maintaining a cohesive brand voice across platforms
  • Implementing social media marketing campaigns and tracking and analyzing campaign results

What do you need to become a social media manager?

Social media managers need to know how to create compelling content, with a strong portfolio demonstrating skills in data analytics, SEO, and AI literacy, as well as social platform expertise. Soft skills like communication and adaptability are also critical for this role. While requirements may vary by role or employer, preferred qualifications might include a major in business or marketing or internship experience.

Skills

Content creation, data analytics, using SEO and AI tools, platform expertise, communication and adaptability

Education

Bachelor's degree may be preferred, often in communications, business, marketing, or a related field

Experience

Internship or other relevant experience may be preferred by some employers

Certifications/licenses

Not typically required

How to become a social media manager

The pathway to becoming a social media manager includes the right combination of education and experience for your individual career goals. Start by building your skills in the field and follow the steps below to launch your social media manager career.

Step 1: Develop core skills through academic or online learning

A degree in business, communications, marketing, or public relations can provide a strong foundation for a career in social media management. These programs focus on building essential industry skills including digital marketing, data analytics, and high-performance content creation techniques.

Alternatively, you might consider completing online courses to build fundamental skills or supplement your existing education and experience.Online edX courses in social media marketing offer flexible ways to build relevant skills on your own schedule.



Programs that can help you prepare for social media marketing

Stand out in your field
Use the knowledge and skills you have gained to drive impact at work and grow your career.
Learn at your own pace
On your computer, tablet or phone, online courses make learning flexible to fit your busy life.
Earn a valuable credential
Showcase your key skills and valuable knowledge.
Using Social Media for Effective Health Promotion
Curtin University
Course
Online Advertising & Social Media.
The University of Maryland, College Park
Course
Content Creation and Engagement for Social Media Marketing
Aptly
Course
Social Media Marketing Foundations
Aptly
Course
Career Networking: Build a Social Media Presence
Kelley Executive Education Programs
Course
Manage Your Social Media Presence
Aptly
Course
Establish Your Social Media Presence
Aptly
Course
Quick Start Guide to Social Media
Aptly
Course

Social media manager salary and job outlook

+2%
Job growth (2025-35), Source: BLS
23,000
Projected openings per year, Source: BLS

Is becoming a social media manager right for you?

If you are naturally creative, trend-savvy, and enjoy engaging with people, becoming a social media manager might be right for you; however, be sure to consider how the education and experience requirements for this career align with your individual interests and professional goals. The best social media managers stay curious and adaptable to innovations in the industry.

Launch your career in social media marketing

Explore social media marketing programs on edX

Frequently asked questions about becoming a social media manager

What is a social media management degree?

Social media management may be studied through degree programs in marketing, communications, public relations, or related fields. Programs in these fields can help you build skills in content creation, digital marketing, and brand management.

How long does it take to become a social media manager?

Becoming a social media manager can take several months to a few years, depending on your goals. It is possible to jump right in and start managing social media for small businesses that need help. If you want to be part of a larger company — or to work in a corporate setting — it may take longer to gain the training and experience you need.

Can you become a social media manager with no experience?

Hands-on experience can help you prepare for a social media management career and demonstrate your skills to employers. Education and experience requirements vary by employer. Internships, freelance projects, volunteer work, or other hands-on experience can help you demonstrate your content creation and platform skills.

Will AI replace social media marketing?

AI may change social media marketing jobs, but it is unlikely to replace the field entirely. AI tools can make some marketing tasks more efficient, while social media professionals remain important for developing strategy, maintaining brand voice, engaging with audiences, and overseeing content. The BLS notes that AI may soften demand for related public relations roles even as social media continues to create opportunities in the field.