What a social media manager really does
You run a brand's voice online every day, read the numbers, and step in fast when the comments turn.
FieldCreative and media
Preparation (O*NET Job Zone)Considerable preparation needed
What the work involves
What fills a typical week for social media managers, built from O*NET occupation data.
- Planning and posting content across several platforms on a content calendar
- Writing captions and adapting posts for each platform's format
- Replying to comments and messages and watching for problems
- Pulling weekly metrics and reporting what worked to your manager
- Working with designers and the PR team so posts match the brand and the message
- Testing new formats or post times and adjusting the plan based on results
- Stepping in quickly when a post or a customer complaint starts to spread
What the days are like
What people in the job know
- The job is very much about people: email, calls and meetings, not just posting. E-Mail: 95% every day; Telephone conversations: 86% every day; Face-to-face discussions: 82% every day (O*NET Work Context, Public Relations Specialists)
- Reading and reporting numbers is a core task, not optional. Collect and analyze web metrics: importance 88; Identify KPIs and report key metrics from digital campaigns: importance 79 (O*NET 13-1161.01 tasks 3 and 8)
- Rude or angry people are a regular part of the job: a minority face it daily, and half at least monthly. Dealing with unpleasant, angry, or discourteous people: 14% every day, 50% once a month or more (O*NET Work Context, Public Relations Specialists)
- A public mistake can cost a lot. Consequence of error: very serious 24%, serious 29% (O*NET Work Context, Public Relations Specialists)
- Long weeks are common. Duration of typical work week: more than 40 hours 64% (O*NET Work Context, Public Relations Specialists)
How people get into it
Most people have a bachelor's degree in communications, marketing, public relations or a related field (91% of new PR specialist hires per O*NET; 48% for search marketing strategists, where associate's degrees and some college are also common). Many start as coordinators or interns running accounts and build a portfolio of results.
The Firstday trial, easy to hard
Three simulated tasks at Fernwood Outdoor Co., a fictional company, with AI coworkers who message you, react to your work and coach with questions. Nobody scores you.
What the trial can't show: The trial cannot show filming and editing your own short videos, the feeling of being on call nights and weekends, or how real algorithms respond over weeks. Audience reactions and metrics are simulated. Paid ad buying, creator partnerships and long term community building are only touched on.
Reading about it is one thing.
Find out how the work feels to you before you spend on a degree, course or job change. Your first trial is free.
Other careers you can try
Job details on this page are built from O*NET OnLine, 27-3031.00. This page includes information from the O*NET 31.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET® is a trademark of USDOL/ETA.