Social media managers do more than just manage your social media content; they know how to strategize, run campaigns, and maintain a solid online presence that draws in viewers. The best social media managers diversify content across platforms to target specific audiences and increase reach.
According to an Arkansas State University article, great social media managers grow awareness and bolster your brand, building your online community and coming up with more effective strategies. With great social media management, you can expect more engagement, increased loyalty, and fewer worries.
Recruiting and pilfering through social media manager cover letters and resumes to find a fantastic hire might feel intimidating, but BeamJobs is here to help you craft the ideal job description to find the best candidate.
Write a Stellar Social Media Manager Job Description
You can bet that applicants for your social media manager position are going to be judging your social media accounts; but just as they analyze your posts, they’re going to analyze your job description, too. Since social media managers are skilled communicators, it stands to reason your job description should be well-written, clear, and engaging at the risk of missing out on top talent.
Most job descriptions feel hastily put together with obvious errors and confusing language. Some go overboard with content, thinking they must sell the company through flowery prose. Others choose to favor the side of the excessively simple. Both are poor choices.
One of the worst social media manager job descriptions we’ve seen had three sentences in total. They asked for a high-energy, creative individual to create and launch multiple brands. No other requirements asked, no qualifications given, and no salary listed. It comes as no surprise that only 13 applicants applied in a 20-hour period, compared to a well-written job description that obtained over 200 applicants in half the time.
On the other side of the spectrum, lengthy job descriptions also turn away applicants. Often, this happens with the requirements section. Long lists of tasks end up being difficult to read and overwhelming in scope. The longer each bullet point becomes, the harder it’s going to be to keep applicants reading. No matter how respected the company is, there’s no need to scare off applicants. Keep your job description (and requirements section) concise.
Another way to rise above the competition is to include the reason you are hiring. Everyone knows you are hiring, but they don’t know what you’re hiring for. Do you need to develop your online social presence from scratch? Are your products failing to reach your target audience because of poor social media content? Giving a reason in even just one sentence adds clarity and makes you stand out as an honest and open business.
After you’ve gotten your job description to a reasonable length and included why you’re hiring, there comes one of the hardest parts: tailoring your job description to social media management. Just as applicants tailor their social media manager resumes, you need to make sure your job description echoes the characteristics and qualities that a social media manager exemplifies.
Social media managers are great at focusing, creating informed content, and recognizing leads. That means your job description must be concentrated on the job, full of relevant content, and without error. However, that doesn’t mean your job description has to be stuffy. Social media managers are funny, creative, and empathetic. Your job description can echo those traits, too.
At the end of your writing process comes the most important part of writing a job description: revision. Once you post your job description, it’s public. Everyone will associate your job description with the company’s overall brand. And even if you follow every suggestion we offer, that doesn’t mean your job description will be ready to post right away. So don’t worry if it’s not like the ones listed above—that’s okay! Make time to revise, so you can fix content, correct any errors, and alter the style until it’s just right.
Use Our Social Media Manager Job Description Outline
The best job descriptions have the following sections that fully describe the job, your company, and what the new hire will accomplish. Use the outline below to sculpt your job description to the fullest.
The role of this section is typically a bit ambiguous, but we recommend using it as an introduction. Give a (very) brief overview of your company and what the applicant’s role will be. This shouldn’t be very long, and it should give the absolute basics. Last but not least, include why you’re hiring. In essence, what is your company, what do they do, and in one statement, how would you describe the job of your social media manager?
About the company
Most job descriptions use this section to dive into a deep history of their company, their accomplishments, and everything that makes them special. Avoid doing so yourself—despite your company being stellar, the applicants really only need some core details, including your mission, your values, and your goals. A bit of history is alright, but keep it short.
A good addition to this section would be an equal opportunity employment statement. It’s not required, but it can encourage applicants of all backgrounds to apply and help them feel more comfortable in the process.
What you’ll be doing
A requirements section by any other name is still the same. No matter what you call it, this section needs to pack a punch while still being easy to understand. This is the section all applicants should read first. Here is where they’ll glimpse the framework of responsibilities they’ll undertake. Avoid making this a huge list of tiny tasks or long sentences full of prose. No need to sound grandiose; that won’t help the applicant understand their tasks. Keep it simple and relatively short.
- Strategize social media campaigns
- Research current social media tools and trends, and implement them as necessary
- Monitor social media metrics through Sprout Social and Hootsuite
After requirements, this is the section your applicants will look at first. It should be detailed but realistic. The goal is to show them what they really need to do the job. Talking to employees is crucial here, as they will give you the full scope of what is actually necessary. Some things are easily learned through training, while others take previous experience to fully master. As you write, remember that your ideal applicant might not have all the credentials of your dream hire, but it’s far more important that they are committed to the company and driven to learn.
- Bachelor’s degree in marketing, mass communications, or public relations
- Intermediate knowledge of Instagram, Twitter, Facebook, Pinterest, YouTube, and TikTok
- Strong written and verbal communication skills required
- Must be organized and excellent at time management and scheduling
Adding a benefits section reinforces the idea that applicants will be treated well and rewarded for their work. Not only that, but it will also ease applicants’ worries about compensation: they won’t fear they’ll have to wait until after the interview to know how they will be paid. Because of this, many job descriptions put this section near the top to entice applicants, but remember that requirements and qualifications are far more important in the long run. Save the benefits for later.
When you list company benefits, be as specific as you can while still being concise. If you have any special employee programs, list them. If you offer any unique insurance policies, add those, too. For salary, however, give a range instead of a single number as it gives a realistic expectation of wage fluctuation based on a candidate’s experience.
A Social Media Manager’s Varying Roles and Functions
A social media manager has to be great at working individually and as a part of a team to complete multiple objectives using a wide array of skills. On any given day, they must organize content designs, monitor KPIs, collaborate with the marketing team, and communicate with stakeholders. They know how to improve the company brand in the long run by using short-term tasks like individual posts or stories. That means they fill a lot of roles on the job.
Below are some example functions of a social media manager. While any given social media manager may not complete all these roles, it’s a good way to get some ideas about what’s required.
- Social media managers are communicators at the core, and that means a lot of writing and public speaking. On the written side, expect to write posts, tweets, comments, reports, emails, and more throughout the day. As for public speaking, you’ll be reporting progress through meetings and emails, coordinating with other departments, and guiding colleagues through creating the best campaign possible. All communication must fit within a company’s brand, too, which adds another element of difficulty, making this a harder task than previously assumed.
- Create copy for posts/tweets/pins/etc., respond to customer questions and complaints through multiple communication channels, create hashtags/taglines/headlines, host meetings with the social media team, and plan content in collaboration with other departments.
- This role will require strong written and verbal communication skills in addition to strong leadership skills. Must have a personable demeanor and be able to communicate well with a variety of audiences.
- Not all social media managers design every social post for a company, but they must still have an eye for detail. What colors, patterns, and fonts define your company? What is the best format for a Facebook post versus an Instagram story? While some design elements are intuitive, most are learned, so it’s key that social media managers come in with knowledge of design.
- Approve video and photo designs, create 7 posts per week each for Facebook and Instagram, plan and collect materials for social posts in collaboration with design and marketing teams, and approve paid graphic/video advertisement designs.
- This role will require Canvas experience (knowledge of Adobe Photoshop preferred but not required). Must also have keen attention to detail and knowledge of design principles.
- Random posts and stories aren’t the way of social media managers. They plan content and campaigns carefully according to the company’s goals. This kind of deliberate action requires strategy, so social media managers must be able to create content and applicable content calendars based on research and evidence.
- Create engaging content in line with the company’s brand and target audiences for each social platform, pitch ideas to stakeholders during weekly meetings, monitor content budget, recommend new platforms/media strategies, curate content calendars, and collaborate with other departments and external sources as needed.
- This role will require strong written and verbal communication skills. Must also have strong critical thinking, storytelling, and time management skills.
- Social media managers might do a lot of work individually, but they know how to ask for help when needed. This might look like hiring a contractor or freelancer, asking a marketing coworker to collect some graphics, or reaching out to a popular influencer to sponsor your product. When it comes down to it, social media managers are team players as much as they are leaders.
- Host meetings with the social media team, the design team, and the marketing department to set goals for the company’s social media pages and schedule content. Will also require building relationships with external sources to obtain materials necessary for social posts, such as video, animation, graphics, or copy text. May be required to direct teams to popular events to further engagement.
- This role will require strong leadership abilities as well as excellent written and verbal communication skills. Must be able to communicate effectively with a variety of audiences and handle multiple projects at once.
- A social media manager must stay on top of all things related to the consumer. Most of the time, they interact with customers themselves. They answer questions, check follower engagement, and find trends that are in line with specific audiences. In their quest to grow a company’s brand and earn loyalty, social media managers must know what the public likes and how they’ll respond to certain content.
- Respond to customer questions on social media, and conduct market research on social platform target audiences and trends. Will also analyze data, including likes, clicks, shares, and follows, and create content in accordance with customer feedback and metrics.
- This role will require strong interpersonal communication skills, time management skills, and knowledge of the company brand, background, and services.
- Great social media managers know how to utilize trends in keeping with the company’s brand, but first, they have to know what trends are, well, trending. That means they must conduct market research frequently to know what’s cool and what’s gauche. They must also be aware of new social media tools like new filters on Instagram or new management software.
- Research popular hashtags/keywords, strategize content, and tailor content to audiences for specific social platforms. Must also stay up to date on current trends on social platforms and monitor metrics frequently to adjust content as needed based on KPIs.
- This role will require strong attention to detail, organization, and time management.
- Nothing engages people like a story, and social media managers know it. They are master storytellers, finding ways to transform the ordinary into the extraordinary. Whether it’s selling a product, highlighting an event, or just introducing the company, social media managers can make anything exciting and relatable.
- Create consistent, engaging content for all social platforms in line with company branding. Will also plan content in collaboration with design and marketing teams to improve KPIs and drive meaningful ROI.
- This role will require creativity and strong critical thinking, written communication, and design skills.