How to become a social media manager

What does a social media manager do?

Social media managers' responsibilities typically include:

• Creating, curating, and managing content for clients
• Staying current on the various social media platforms
• Engaging with the audience by responding to comments, posting content, encouraging interaction, and dealing with negative online posts
• Developing the overarching strategy for the brand and creating brand consistency across platforms
• Setting up social media marketing campaigns, analyzing campaign results, and adjusting the campaigns to maximize results

You can find work as a social media manager in a wide range of industries. For example, you can work for a digital marketing agency, in a corporate setting, or as a freelancer. According to the Bureau of Labor Statistics (BLS), social media managers (categorized by the BLS as public relations specialists) earned a median salary of $69,780 as of May 2024.

How to start a career as a social media manager

Unlike many other industries, social media management does not require formal education or certification. Some professionals may find success as social media managers by building their own platforms and growing their personal brands. However, to stand out in a competitive job market, investing in your education and gaining practical experience can significantly improve your chances of landing a social media manager role.

Below are five steps to consider:

Step 1: Develop core skills through academic or online learning

A degree in marketing, journalism, communications, or a related field can provide a strong foundation for a career in social media management. These programs help you build skills essential for success in this role, including communication, digital marketing, and strategic thinking.

Alternatively, you could consider completing online courses that teach digital marketing fundamentals. The good news is that you can find high-quality training in social media management without taking the traditional route of completing a four-year bachelor's degree program.

Step 2: Gain hands-on experience through an internship

An internship may provide practical and hands-on experience in social media marketing. Look for opportunities with marketing agencies, startups, or small businesses. In an internship, you may work on actual campaigns, learn about different social media platforms, and develop your understanding of brand voice and audience engagement.

Some benefits of internships can include:

• Learning from experienced social media professionals
• Gaining experience working with popular platforms like Instagram, Facebook, and LinkedIn
• Developing your portfolio by showcasing successful campaigns you helped create

Step 3: Launch your career with an entry-level role

You will most likely start your career as a social media manager in an entry-level position. Look for positions such as social media associate, content creator, or digital marketing assistant.

Starting your career in a position where you assist and learn from a social media manager can provide you with valuable experience in creating content, managing social accounts, and analyzing performance metrics. This type of position can provide you with a solid foundation for your future career as a social media manager.

Step 4: Build a professional online presence to showcase your skills

A critical step to becoming a successful social media manager is establishing your presence online. Create and maintain professional social media accounts where you share industry insights, create content, and highlight successful campaigns you set up for clients. Demonstrating your expertise through your own channels can help you stand out to potential employers.

Tips for building your online presence include:

• Sharing articles, videos, and content related to social media trends
• Engaging with industry leaders and participating in relevant discussions
• Using platforms like LinkedIn to network and showcase your knowledge

Step 5: Stay current with professional certificates

Professional certificates can boost your credibility and demonstrate your expertise. Consider the Social Media Strategy Certificate from MIT Sloan School of Management to develop strategic, research-backed skills and align your social media efforts with business goals.

You can also continue your learning throughout your career by attending webinars, taking online courses, and following social media thought leaders to stay updated. Social media is constantly evolving, so ongoing professional development is essential.

Start your social media management journey on edX

Explore edX's digital marketing and social media courses and certificates to build in-demand skills from top institutions and advance your career in social media management.