In the grand tradition of job postings that demand a Nobel Prize-winning, Photoshop-wielding, data-scientist-influencer hybrid, let's talk about what Social Media Managers actually do—and what they absolutely do not do.
What a Social Media Manager Really Does
A Social Media Manager is responsible for developing and executing a company's social media strategy across platforms like Facebook, Instagram, Twitter, LinkedIn, and sometimes TikTok (if they haven't mentally checked out yet). Their key responsibilities include:
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Content Creation: Crafting engaging posts, images, and videos that align with the brand's voice (but no, they are not professional videographers, animators, or digital painters).
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Community Management: Responding to comments and messages, engaging with followers, and ensuring the brand doesn’t sound like a robot or worse—a try-hard brand using Gen Z slang wrong.
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Analytics and Reporting: Tracking social media performance metrics and adjusting strategy accordingly.
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Trend Monitoring: Staying up-to-date with social media trends and algorithm changes (which change more often than your coffee order).
When Job Postings Lose the Plot
Some companies, bless their hearts, seem to believe that a Social Media Manager is their entire marketing department. Here are some real-life, slightly ridiculous requirements found in job listings:
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“Must be an expert in graphic design, video editing, email marketing, SEO, PPC advertising, public relations, and web development.” (Ah, yes, the one-person agency listing.)
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“Should have experience in customer service, sales, and crisis management.” (So…you want a therapist too?)
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“Proficiency in AI tools, animation, and coding preferred.” (Are we hiring a developer or a social media manager?)
The Case for Hiring Platform Specialists
Social media is not a one-size-fits-all game. Each platform has its own algorithm, trends, and best practices. A strategy that works on Instagram won’t necessarily work on LinkedIn. That’s why more prominent brands increasingly hire platform specialists who focus on just one or two platforms and understand them deeply. If your brand has ambitious goals, this might be the way to go instead of expecting one person to master them all.
How to Hire the Right Social Media Manager
If you want to attract and retain top social media talent, here’s how to do it right:
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Write a realistic job description: Focus on social media tasks. Don’t slip in “email marketing guru” unless you’re hiring for that.
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Prioritize the right skills: Social media strategy, content creation, community engagement, and analytics. Everything else should be a nice-to-have, not a must-have.
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Consider hiring more than one person: If you need extensive video editing or graphic design, hire a designer or videographer. Don’t lump it all onto the Social Media Manager.
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Understand the workload: Social media isn’t just about posting memes—we should all know that by now. It requires research, strategy, and adaptability.
The Bottom Line
You wouldn’t ask your accountant to do open-heart surgery, so why are you asking your Social Media Manager to be your entire marketing team? They’re not Swiss Army knives—they’re the architects of digital engagement, the masterminds behind viral moments, and the guardians of brand voice. Treat them like the professionals they are, and they’ll make your brand shine. Treat them like a one-person marketing circus, and, well… good luck with that.
