Social Media Manager

The Social Media Manager defines and manages the social networking strategy of a brand, company or organization. He/she creates engaging content, coordinates communications, manages the online image and measures results. The position is creative, strategic and analytical, at the heart of the issues of brand awareness, engagement and conversion.

What does a Social Media Manager do?

  • Defines a social media strategy aligned with overall communication.
  • Determines objectives, target audiences, tone, formats and relevant platforms (Instagram, TikTok, LinkedIn, X/Twitter…).
  • Develops editorial planning and coordinate content production (posts, stories, reels, carousels, podcasts…).
  • Drives content creation (texts, visuals, videos, short formats, infographics…).
  • Moderates and facilitates communities (responses to comments, messages, interactions).
  • Launches sponsored campaigns (Social Ads) and collaborates with influencers or brand ambassadors.
  • Monitors trends (formats, hashtags, innovations) and e-reputation.
  • Analyzes performance and draws up reports: reach, engagement, click-through rates, conversions…

What are the main skills required?

The Social Media Manager needs to master a wide range of social networking tools and techniques. Key skills include:

  • In-depth knowledge of social platforms and their algorithms.
  • In-depth knowledge of the editorial and visual codes specific to each network.
  • Ability to create engaging, visual and textual content.
  • Community facilitation and moderation skills.
  • Command of planning and analysis tools (e.g. Hootsuite, Meta Business Suite, Buffer, Iconosquare…).
  • Notions of sponsoring, targeting and social media advertising.
  • Knowledge of e-reputation tracking and monitoring tools.
  • Awareness of brand content and storytelling.

What are his/her key soft skills?

Beyond the tools, success in this profession requires genuine interpersonal, listening and creative skills:

  • Creativity: to propose original, attractive and relevant formats.
  • Reactivity: the ability to react to current affairs and manage unexpected events (bad buzz, comments…).
  • Organization: to manage a precise editorial schedule, often across several platforms.
  • Analytical skills: interpreting figures to adapt content and strategies.

What is the working environment for a Social Media Manager?

The Social Media Manager can work in:

  • a company (start-up, SME, large corporation),
  • a public or cultural institution or an NGO,
  • a digital communications agency,
  • on a freelance basis.

He/she can manage networks alone or collaborate with a community manager, graphic designer, videographer, etc.

Career prospects?

Starting salary: between €30,000 and €36,000 gross/year, depending on the size of the structure and the level of responsibility.

Development prospects :

  • Social media manager
  • Digital communications manager
  • Brand content manager
  • Social media strategy consultant
  • Communications director

What training do I need to become a Social Media Manager?

This profession requires training in communications, digital and content strategy.

At ISIT, two courses enable you to specialize in this field: