How To Become a Social Media Manager Career Guide

Q: Can you work remotely as a social media manager?

Some social media managers may work remotely or on a hybrid schedule, while others work on-site. The arrangement often depends on whether the role includes live event coverage, photography, video production, in-person collaboration or access to products and facilities. Freelancers may also work from home while serving clients in different locations.

Q: Do you need experience to become a social media manager?

Many employers prefer candidates with related experience, especially when the role includes strategy, budgeting, supervision or client management. You can begin developing experience through internships, student organizations, volunteer work, freelance projects and entry-level marketing or communications positions.

Job Description

A social media manager plans, publishes and evaluates content for an organization’s or client’s social media accounts. Their work may include promoting products, strengthening brand awareness and engaging online audiences. These professionals may work for various industries, including agencies, businesses, nonprofit organizations or public figures.

Employer requirements vary, but many marketing management roles call for a bachelor’s degree and related experience.^{(See disclaimer 1)} Creativity can help managers develop compelling campaigns, while analytical skills help them measure performance and improve future content.

Social media professionals connect day-to-day platform activity with an organization’s broader marketing objectives. Some employers treat the position as an experienced role rather than an entry-level job, so candidates may first gain experience in content creation, communications, market research or digital marketing.^{(See disclaimer 1)} Because the U.S. Bureau of Labor Statistics (BLS) does not report separately on social media managers, related career data in this guide reflects the broader category of advertising, promotions and marketing managers.

Career Topic

What To Know

Median Salary

Median annual wage for advertising, promotions and marketing managers was $165,780 in May 2025^{(See disclaimer 2)}

Job Growth

6% growth for advertising, promotions and marketing managers from 2025 to 2035^{(See disclaimer 3)}

Typical Education

Bachelor’s degree in social media, marketing, communications or a related field^{(See disclaimer 1)}

Top Industries

Marketing and professional services, finance and insurance, manufacturing, wholesale trade and other sectors^{(See disclaimer 4)}

Remote Work

Some social media positions may offer more remote-friendly marketing roles, according to Randstand^{(See disclaimer 5)}

Role

A social media manager develops content, oversees social accounts and measures whether campaigns support an organization’s goals. The role combines creative work, audience communication and performance analysis.

Responsibilities differ by employer, but commonly include:

Content strategy and creation

Plan and produce posts, campaigns and content calendars that align with the organization’s audience, brand voice and marketing goals.

Community engagement

Respond to comments and messages, monitor conversations and help maintain a consistent, professional brand presence.

Campaign measurement and optimization

Track metrics such as reach, engagement, website traffic and conversions, then use the results to improve future content and campaign decisions.

Outlook

Because the BLS does not report data specifically for social media managers, this guide uses the broader category of advertising, promotions and marketing managers to provide related career context. Actual opportunities and compensation can vary by job title, location, industry, experience and employer. The figures below offer a general outlook for comparable marketing management roles and should not be viewed as typical entry-level results or guaranteed outcomes.

Jobs

450,800

Projected employment for marketing managers by 2035^{(See disclaimer 3)}

Salary

$166,790

Median annual salary for marketing managers as of May 2025^{(See disclaimer 2)}

Growth

7%

Estimated job growth rate for marketing managers from 2025 to 2035^{(See disclaimer 3)}

Workplace

Social media managers work wherever organizations need to communicate with audiences online. Opportunities may be available in corporations, agencies, nonprofit organizations, educational institutions, government offices, entertainment companies and small businesses, according to Indeed.^{(See disclaimer 6)}

Work may take place in an office, remotely or in a hybrid arrangement. Freelancers and consultants may operate from home while serving several clients.^{(See disclaimer 5,6)}

What is a social media manager’s work environment like? Common work settings and industries include:^{(See disclaimer 4,5)}

Marketing agencies

Agency professionals may manage accounts for clients across several industries. This setting can involve balancing different brand voices, campaign goals and publishing schedules.

Finance and insurance

Banks, credit unions, insurers and financial services organizations may use social media to share educational content, promote services and communicate with customers.

Manufacturing

Manufacturers may use social platforms for product education, recruitment, business-to-business marketing and customer engagement. About 7% of marketing managers work in manufacturing.^{(See disclaimer 4)}

In-House marketing teams

Companies in retail, healthcare, technology, hospitality and other sectors may employ social media professionals as part of an internal marketing or communications department.

Home offices

Remote employees, independent consultants and freelancers may work from a home office. Remote availability depends on the employer, team structure and whether the position requires on-site content production.

Career Path

To become a social media professional, build relevant marketing knowledge, gain practical experience and create work samples that demonstrate your abilities. There is no single required pathway because employers set their own education and experience standards.

Review these steps to learn how to become a social media manager:^{(See disclaimer 2)}

Earn a relevant bachelor’s degree

Consider a degree in marketing, communications, social media, advertising or a related field. Coursework may help you develop skills in writing, audience research, campaign strategy, branding and analytics.

Gain hands-on experience

Internships, student organizations, volunteer projects and campus employment can provide opportunities to plan content, manage publishing schedules and evaluate results. Practical experience can also help you decide which parts of social media work interest you most.

Build a portfolio

Create a focused collection of work that shows how you approach strategy and execution. A portfolio may include content calendars, campaign briefs, sample posts, short-form videos, analytics reports or case studies.

Develop platform and analytics skills

Learn how major social platforms differ in audience, format and purpose. Practice using publishing, listening and analytics tools so you can explain how performance data informs your decisions.

Apply for related early-career roles

Social media management is not an entry-level position. Roles such as social media coordinator, content specialist, marketing assistant, community coordinator or digital marketing associate may provide relevant experience.^{(See disclaimer 1)}

Continue updating your skills

Platforms, audience behaviors and content formats change regularly. Ongoing professional development can help you adapt your strategy, production and measurement skills over time.

Education

Many employers seek social media candidates with a bachelor’s degree in marketing, communications, advertising, social media or a related business field.^{(See disclaimer 1)} However, requirements vary and employers may also place strong value on relevant experience, technical skills and a strong portfolio.

A useful degree program may cover:

Social media strategy
Marketing principles
Professional writing
Audience research
Branding and advertising
Content production
Digital analytics
Visual communication
Media law and ethics

Education alone does not establish readiness for every role. Internships, freelance projects, student activities and early-career marketing experience can help candidates apply classroom knowledge in realistic settings.

A bachelor's degree is the typical entry-level education required for advertising, promotions, and marketing managers¹

5 Matching Degrees

Skills

Important content and social media skills combine creative, strategic and analytical abilities. Professionals should be able to produce effective content, understand platform audiences, interpret performance data and coordinate work across teams.

Some of the most important soft skills for a marketing manager include:^{(See disclaimer 1)}

Writing and editing

Strong writing helps managers create clear, engaging content that reflects the brand’s voice and avoids errors.

Content strategy

Managers plan content around audience needs, platform expectations and broader marketing goals.

Analytical thinking

They review performance data to identify what is working and improve future campaigns.

Creativity

Creative thinking supports original campaign ideas, storytelling and content adapted for different formats.

Organization

Organization helps managers handle multiple deadlines, platforms, approval processes and publishing schedules.

Communication and collaboration

Clear communication helps managers work effectively with clients, designers, executives and other internal teams.

FAQ

Explore the following frequently asked questions and answers to learn more about the role and career pathway of a social media professional.

Is social media management a good career?

Yes, social media management can be a good career for people who enjoy creative work, audience engagement and performance analysis.^{(See disclaimer 1)} It offers opportunities across many industries, varied day-to-day responsibilities and potential roles in content strategy, management, digital marketing or communications.

However, whether it is a good fit depends on how comfortable someone is with tight deadlines, public feedback, changing platforms and shifting priorities. Salary and advancement opportunities can vary by employer, location, experience and job scope.

What industries hire social media managers?

Organizations across most industries may hire social media professionals. Common examples include marketing agencies, retail, technology, finance, insurance, manufacturing, healthcare, education, hospitality, entertainment, nonprofit organizations and professional services.^{(See disclaimer 4,6)} Agencies and freelancers may work with clients from several industries rather than focusing on a single sector.

Can you work remotely as a social media manager?

What tools do social media managers use?

Social media managers commonly use tools such as Hootsuite, Buffer, Sprout Social, Later, Canva, Google Analytics 4 and native platform dashboards. These tools help them plan content, publish posts, create visuals, monitor conversations and measure performance.

Common tool categories include:

Native publishing and analytics dashboards
Content calendars and project-management systems
Social scheduling platforms
Social listening tools
Web analytics platforms
Content management systems
Graphic design and video-editing software
Collaboration and approval tools

The specific tools required vary by employer and role. Understanding how to schedule content, analyze results, monitor audiences and manage approvals is often more valuable than mastering only one platform.

How do I build a social media manager portfolio?

Build a portfolio by selecting work that demonstrates both your creative process and measurable thinking. Useful samples may include class projects, internship work, volunteer campaigns, freelance assignments or self-directed projects.

For each example, briefly explain:

The objective
The intended audience
Your responsibilities
The content or strategy you created
The tools you used
The available results
What you learned or would improve

Do not disclose confidential information or present team results as work completed entirely on your own.

What metrics do social media managers track?

Social media managers often track metrics that relate to the campaign’s objective. The most useful metric is the one that helps determine whether the content supported its stated goal.

Common examples include:

Reach: The number of unique users who saw the content
Impressions: The total number of times content was displayed
Engagement: Actions such as reactions, comments, shares and saves
Engagement rate: Engagement relative to audience size or reach
Click-through rate: The percentage of viewers who clicked a link
Conversions: Desired actions such as purchases, registrations or downloads
Audience growth: Changes in follower or subscriber totals
Video completion rate: The percentage of viewers who watched a defined portion of a video
Response time: How quickly messages or comments receive a reply

Do you need experience to become a social media manager?

Is a social media manager the same as a content creator?

No. A content creator primarily produces material such as videos, images or written posts. A social media manager may create content, but the role often also includes strategy, scheduling, community management, reporting and coordination with other teams. At a small organization, one person may perform both functions. Larger organizations are more likely to divide the responsibilities among several specialists.

Career Fit

Social media management may suit you if you enjoy planning content, studying audience behavior and balancing creative ideas with measurable objectives. It may be less suitable if you prefer predictable work with limited public interaction or little change in priorities.

Social media management may be a good fit if you:
- Enjoy writing, storytelling or visual communication
- Are interested in marketing and consumer behavior
- Can think creatively and analytically
- Stay organized across multiple deadlines
- Are comfortable receiving and applying feedback
- Enjoy learning new platforms and tools
- Can communicate professionally in public-facing situations
Social media management may be less suited to you if you:
- Prefer not to monitor performance data
- Find frequent platform changes frustrating
- Dislike managing competing deadlines
- Are uncomfortable responding to public criticism
- Prefer work that does not require cross-team collaboration
- View professional social media use as identical to personal posting

Take a closer look at the role of social media marketing and the career pathway to discover if it’s the right fit for you.

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U.S. Bureau of Labor Statistics. (2026, Aug. 27). How To Become an Advertising, Promotions or Marketing Manager. Occupational Outlook Handbook. Retrieved September 2026.
The earnings referenced were reported by the U.S. Bureau of Labor Statistics (BLS), Advertising, Promotions and Marketing Managers as of May 2025, retrieved September 2026. BLS calculates the median using salaries of workers nationwide with varying levels of education and experience. It does not reflect the earnings of GCU graduates as advertising, promotions and marketing managers, nor does it reflect the earnings of workers in one city or region of the country or a typical entry-level salary. Median income is the statistical midpoint for the range of salaries in a specific occupation. It is very unlikely that a median salary will reflect an entry-level salary. It represents what you would earn if you were paid more money than half the workers in an occupation, and less than half the workers in an occupation. It may give you a basis to estimate what you might earn at some point if you enter this career. Grand Canyon University can make no guarantees on individual graduates’ salaries. Your employability will be determined by numerous factors over which GCU has no control, such as the employer the graduate chooses to apply to, the graduate’s experience level, individual characteristics, skills, etc. against a pool of candidates.
Data shown is effective August 2026, which can be found here: U.S. Bureau of Labor Statistics, Occupational Outlook Handbook, Advertising, Promotions and Marketing Managers, retrieved September 2026.
U.S. Bureau of Labor Statistics. (2026, Aug. 27). Advertising, Promotions and Marketing Managers: Work Environment. Occupational Outlook Handbook. Retrieved September 2026.
Randstad. (n.d.). Social Media Manager. Retrieved July 2026.
Herrity, J. (2026, June 16). What Is a Social Media Manager? Indeed. Retrieved July 2026.

Approved and verified accurate by the Associate Vice President of GCU Marketing on July 31, 2026.

Social Media Manager Career Guide

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What Education Does a Social Media Manager Need?

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What Are the Most Important Social Media Manager Skills?

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Is Social Media Management Right for Me?

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Traditional vs. New Media: What’s the Difference?

Guidance for Your Social Media Career Path

A bachelor's degree is the typical entry-level education required for advertising, promotions, and marketing managers¹