Social Media Career: Why Everyone Wants to Become a Social Media Manager?

Bojana Perović

Career coach & Talent Acquisition Specialist

Table of contents

Discover the #hashtag of your life – perhaps your career is hidden within the networks?

Long ago, before social media existed, the only way to stay in touch with someone was through letters. Those were good times, the older ones might recall, but we can agree that today, thanks to social media, new job opportunities have opened up that we once couldn't even dream of!

One of those magical professions is the Social Media Manager, or SMM for short – a creative wizard who leads brands to success on the networks.

Who is a Social Media Manager (SMM)?

In the digital era, where presence on social media has become vital for business success, the Social Media Manager is a key figure in building and maintaining a brand on platforms such as Facebook, Instagram, TikTok, LinkedIn, and others.

This creative professional combines marketing knowledge, writing skills, and community management to create effective campaigns, enhance audience interaction and engagement (remember this term, as it is one of the key indicators for this position!), and build brand loyalty.

Their emotional intelligence is crucial because they understand that interacting with the audience is the heart of successful communication on the networks. If challenges arise, such as a crisis moment, they are there to calm the situation with charming words and clear the clouds from the brand.

Who needs a Social Media Manager?

A Social Media Manager is essential for almost every company that wants to be visible.

I deliberately won't add "on social networks" because visibility without them hardly exists today. Regardless of their size or industry, all companies need to be present on networks.

The Social Media Manager is often an in-house position, meaning there is a person on the team who, among other things, manages the company's social networks where they work.

Additionally, there are marketing agencies that "rent out" or outsource their marketing team to other companies, so an SMM might work in such an agency and simultaneously manage networks for multiple clients.

An SMM can also offer their services as a freelancer, usually on short-term engagements.

If you see yourself in this role, know that a career in social media management offers limitless opportunities for success in the digital world! However, be prepared for intense personal and professional development!

What does a day in the life of a Social Media Manager look like?

The day of a Social Media Manager begins with analyzing previous campaigns and performances on social networks. Based on this data, they plan the daily posting schedule and create content that will engage the target audience.

For example, they notice that a post about environmentally conscious products had a large reach, while a post about a new brand collection sparked less interest. They decide to use this data for today's posting schedule.

Today they might decide to focus on Instagram Stories and come up with a quiz that engages the audience in interaction. The question is: "What is your favorite eco-friendly product from our collection?" and provides three answers. This not only encourages engagement but also provides valuable information about what the audience likes most.

Throughout the day, they make sure to respond promptly to comments and messages from followers, maintain interaction, and build relationships with the audience. When a follower asks a question about the brand's ecological initiatives, the SMM uses this opportunity to explain all the steps the brand is taking to be sustainable and responsible towards the environment. Such transparency wins followers' sympathies and builds trust in the brand.

Meanwhile, they monitor industry trends, research competition, and analyze analytics to adjust strategy and achieve better results. A good SMM knows that their followers like to be up-to-date with the latest happenings, so they prepare content on current topics that will resonate with the audience.

What skills are needed for a job in social media management?

A career as a Social Media Manager requires a broad range of skills, and here are just some of them:

  • Advanced knowledge of social networks and their algorithms
  • Excellent writing and communication skills
  • Creativity and the ability to create visually appealing content
  • Analytical skills to track performance and adjust strategy
  • Time management and multitasking abilities
  • Emotional intelligence for responding to comments and managing crises on networks
  • Proficiency in English is extremely important for this as well as many other digital positions, especially for those working with international brands, due to the amount of fresh material available in English.


In addition to the above skills, certain technical skills are also necessary for a career as a Social Media Manager:

  • The ability to create visually attractive content, including photos and videos, enhances the quality of posts on social networks.
  • Knowledge and experience with various platforms such as Hootsuite, Buffer, or Sprout Social allow for better planning and content management.
  • Understanding the basics of design and tools such as Adobe Photoshop, Canva, or Adobe Illustrator is a big plus, and will help you create a professional and appealing visual identity for the brand, both your personal and your client's brand.
  • Understanding the basics of Search Engine Optimization (SEO) enables your content to be better ranked and more accessible to your target audience.
  • Familiarity with tools such as Google Analytics and Facebook Insights will assist you in tracking campaign performance and gaining valuable insights into your audience’s behavior.
  • Understanding the basics of digital advertising, such as Facebook Ads and Google Ads, will help you create targeted advertising campaigns that increase engagement and sales.


The ability to understand and use various online platforms, tools, and software for managing projects, time, and communication is crucial for effectively managing social networks and creating successful campaigns.

We have written about some of these tools twice on our Instagram account, so check them out HERE and HERE.

How to start a career and where to look for a job as a Social Media Manager?

Here are a few practical ideas where you can look for a job as a beginner Social Media Manager:

  • Use your knowledge of network management and leverage the power of social media to promote your skills. Create interesting and creative content on your profiles to attract the attention of potential employers. Prove by personal example that what you do – works!
  • Freelance platforms like Upwork, Fiverr, or Freelancer. Here you can find projects for managing social networks for various clients and build your portfolio.
  • Create an attractive LinkedIn profile and highlight your skills and experience in managing social networks. Connect with professionals and potential mentors from whom you can learn, and join groups involved in digital marketing.
  • Offer your social network management services to companies, nonprofit organizations, or small local businesses to gain experience and references, even if it means not being paid for it. Practical application is the best way to learn, so consider it an investment in your career, paid not with money but your time!
  • Register on online business directories and services like Google My Business, Yelp, and Bing Places so that clients can find you when looking for a Social Media Manager.
  • Send open applications, even if there is no job posted! For example, you have targeted a company that interests you but think their Instagram profile is lacking and they need help. Write a good cover letter and send them an open application, highlighting your skills and enthusiasm for this career.
  • Create a personal website. I'm serious! You don't have to know how; there are people who will do it for you without asking for a kidney in return. And if you really want to do it yourself, you will find some quick courses on Udemy about setting up your WordPress site, although there are plenty of tutorials on YouTube as well.


I know starting a career as a Social Media Manager can be challenging, but if you are persistent and creative enough, with a good resume and cover letter, portfolio, or proposal, you can pave your way to a successful career in the digital world of social media.

And if you still lack the necessary knowledge and experience as a Social Media Manager?

One of the best courses for digital marketing in our region currently is Masterbox, and I think that anyone involved in marketing or entrepreneurship should treat themselves to this pleasure because there is no topic that is not covered.

I personally keep coming back to it. Tremendous value for little money.

Also, there are UdemyCourseraAlisonedX and others.

I also suggest following successful influencers in that field, as well as relevant hashtags on Instagram such as #socialmedia, #socialmediamanager, #smm, #digitalmarketing, and others.

How much does a Social Media Manager earn?

On average, according to unofficial information we've gathered through our connections, a beginner in network management earns from 500-800€ in smaller companies, while more experienced ones make from 1000 to 2000€. Seniors can earn up to 4000€ to 6000€ monthly if they work for larger companies or well-known brands.

If you choose freelancing, as a beginner you can earn from 10-20€ per hour, and with experience, of course, increase your hourly rate to 50€, or more. It depends on you, and how much you allow yourself to progress in this job!


While we remember the times when social networks were just science fiction, today building a career on them has become one of the most attractive and best-paid.

Take your imagination, analytics, and communication skills and start conquering social networks! You need enthusiasm, courage, and a willingness to adapt to the challenges and trends that will come.

Remember, the future is digital, and your opportunity to build brands and create unforgettable campaigns is – priceless!

So, what are you waiting for? Jump into the world of Social Media Managers and win the hearts and likes of the audience, post by post, hashtag by hashtag!

Bojana Perović

I am Bojana and together with the Minuta do posla team, I have been researching careers and writing a blog about it for 8 years.

I am a certified NLB consultant, which means that, if you choose me as your mentor, with the help of a simple questionnaire I can peek into your mind, discover how you process information, make important decisions and behave in the workplace.

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