What Does a Social Media Manager Really Do? A Beginner's Guide to This In-Demand Role

In the digital age, having a strong presence on social media is no longer optional—it’s a necessity. Whether you're running a small business, launching a personal brand, or managing a startup, someone needs to handle the content, engagement, analytics, and strategy that goes into growing your presence online.

Enter the Social Media Manager—one of the most in-demand freelance and remote roles in 2025.

But what exactly does a social media manager do? And how do you become one? Whether you're thinking of becoming a social media manager or planning to hire one, this guide will walk you through everything you need to know.

🎯 What is a Social Media Manager?

A Social Media Manager (SMM) is responsible for creating, curating, and managing content across various social media platforms like Facebook, Instagram, TikTok, Twitter/X, LinkedIn, Pinterest, and even YouTube.

Their main goal?
To build brand awareness, engage with followers, drive traffic, and convert audiences into customers or loyal fans.

Depending on the client or company, the role can be broad or specialized. Some social media managers handle content creation and captions. Others oversee paid ads, strategy, influencer partnerships, and analytics reporting.

📌 Key Responsibilities of a Social Media Manager

Here’s a breakdown of what a social media manager typically does:

1. Content Planning & Strategy

They create monthly content calendars based on brand goals, seasonal trends, and marketing campaigns. Strategy includes:

• What type of content to post (images, videos, reels, carousels)

• Posting schedules and frequency

• Target audience alignment

2. Content Creation

Depending on the agreement, they may:

• Design graphics using tools like Canva or Photoshop

• Edit videos for reels or TikToks

• Write compelling captions with clear calls-to-action

3. Community Management

They engage with the audience by:

• Replying to comments and messages

• Liking and sharing user-generated content

• Moderating negative feedback or trolls professionally

4. Analytics & Reporting

Social media managers track key performance indicators (KPIs) such as:

• Engagement rates

• Reach and impressions

• Follower growth

• Website clicks or conversions

They use tools like Meta Business Suite, Instagram Insights, or third-party apps like Buffer and Hootsuite.

5. Paid Ads (Optional Skill)

Some advanced social media managers also handle:

• Facebook and Instagram Ads

• A/B testing of creatives

• Budget allocation and optimization

• Ad reporting

🧠 Skills You Need to Be a Social Media Manager

Becoming a successful SMM isn’t just about knowing how to post. You need a mix of creative, strategic, and technical skills.

✅ Soft Skills:

• Creativity – to design engaging content

• Communication – to write captions and engage with audiences

• Time Management – especially if handling multiple accounts

• Adaptability – trends and platforms evolve fast

✅ Technical Skills:

• Canva, Adobe Creative Suite, or CapCut for content creation

• Scheduling tools like Later, Buffer, or Planoly

• Analytics platforms (Meta Insights, Google Analytics)

• Basic knowledge of SEO and social media algorithms

🔥 Why It’s a Great Freelance Career in 2025

Here’s why being a social media manager is a hot job this year:

• High demand – Every business needs to be online.

• Remote-friendly – All tasks can be done from home.

• Scalable income – Start with 1–2 clients and scale up.

• Creative freedom – Express your creativity while working.

Even entry-level social media managers can earn around ₱20,000 to ₱40,000/month (or $400–$800 USD), while experienced pros can charge ₱30,000–₱100,000+ depending on deliverables.

👩‍💻 How to Get Started as a Social Media Manager

If you're new and wondering how to break into this field, here’s a simple roadmap:

1. Learn the Basics

Take free or paid courses on platforms like:

• Coursera

• Skillshare

• HubSpot Academy

• YouTube tutorials (tons of gold here)

2. Practice Your Skills

Start by managing your own personal brand or social media pages for a local business, NGO, or friend. Build a mini portfolio.

3. Create a Portfolio

Even if it’s sample work (mockups or passion projects), showcase:

• Content calendars

• Graphics or reels you’ve created

• Sample captions or strategies

4. Apply for Jobs

Look for entry-level clients on:

• OnlineJobs.ph

• Upwork

• Facebook groups (like Freelancers Hub Philippines)

• Direct outreach to small businesses

5. Keep Learning

Social media evolves fast—be ready to learn new features, platforms (hello, Threads or Lemon8?), and trends like AI-generated content or short-form storytelling.

📈 When Should You Hire a Social Media Manager?

If you're a business owner, coach, or influencer struggling to stay consistent online, it’s time to delegate.

Here are signs you need a social media manager:

• You're too busy to post regularly.

• You’re not getting engagement.

• You don’t know how to run ads or track performance.

• You want to focus on core business tasks.

Hiring a social media manager will save you time, boost your brand visibility, and create a professional presence that can convert followers into paying customers.

💬 Final Thoughts

The role of a Social Media Manager is no longer just about posting pretty pictures—it’s a strategic, high-value role that can shape how a brand is perceived online.

If you're looking for a digital career with growth, flexibility, and creative expression, becoming a social media manager might be your next best move.

And if you're a business owner?
Hiring a skilled SMM could be the best investment you make this year.

Ready to become a Social Media Manager?
Or looking to hire one? Comment below or follow The Hustlers PH for more tips, tutorials, and digital career insights.