What is a Social Media Manager and why should you specialize in this profile?

There are terms that, although they sound almost the same and at first glance they are the same, they are very different when analyzed in detail. Today in the marketing world there are many of these terms, for example: social media, social networks , SEO, SEM, CTA, CPC, CPM, C PA, Community Manager , Social Media Manager . We will talk to you about this last profile in this post, don’t miss it!

Precisely these last two terms mentioned are misleading and in fact many believe that they refer to the same type of work. For this reason, some companies look for a professional who meets both profiles. That is, they look for a 2 × 1 and offer you a lower salary than is acceptable. I clarify that this is not done with bad intention (I hope) but because of ignorance. That is why it is important to know what a social media manager is, what he does and if his job is the same as that of a Community Manager.

The figure of the Social Media Manager is perhaps one of the most demanded in recent years, like that of the Community Manager . Both have to have a strategic plan in mind so that the objectives of the company are met. But, to what extent do we really know what a Social Media Manager is and what its functions are? In this article we reveal why these professions are so different.VIDEO

What is the Social Media Manager?

The Social Media Manager or manager of Social Networks is in charge of creating, introducing and leading a company’s strategy in social networks, in addition to designing its presence in social media. He is in charge of Social Media Management. To give these social media a social and strategic focus . Prepare and plan the network action strategy that will be carried out a posteriori by the Community Manager.

In other words, the Social Media Manager creates the social media plan which must be closely linked to the objectives of the brand.

This promotion can include tools such as social networks, blogs, webinars and others. Hence, the SMM must know all of them and know what they contribute to a campaign. If you want to know more about the best Social Media tools, do not hesitate to download the following ebook:

The Social Media Manager  has to control the monitoring of social networks as well as know the latest trends that move through the network. But the work doesn’t just stop there. It also controls the competition and customers. Analyzes and interprets the data they get from the campaigns drawing conclusions on how these have worked, either through tools of analysis and KPI’s , ROI or web analytics.

Highlights of the Social Media Manager

The work of the SMM within an organization includes the following functions:


T he first task for the SMM is to conduct a market study. Investigate what consumers want, where they are, which are the networks in which it is possible to find them, what type of content they prefer, from the results of this research or study you can develop a social media plan.


Content is an essential part of any business related to marketing. No matter how many writers we have on our staff, it is necessary to adapt it to any of the social networks in which we move. Either attract “I like you” or synthesize articles in 140 characters. To this function is also added that of generating audiovisual content that supports the content.

Design the presence of the brand on social media. Plan what will be done, how, when and for what.


D and according to the market research, segmentation of the target audience, and what is sought with the campaign, the SMM decides what are appropriate social networks and channels for promotion. This work is important because although there are several platforms, not all of them help to achieve the objectives.


C omo mentioned above, the CM performs planned by the SMM. Therefore, the latter must elaborate and indicate the steps to follow: what should be done and how.


E l SMM has access to economic resources of the company and is responsible for distributing them among the various activities to be carried out as part of campaigns. You must also ensure the proper use of it.


Learn to plan and manage strategies in social networks to develop the companyI want to sign up!


As in any profession related to social media, you need to keep an eye on current news . Both those that are directly and indirectly related to Marketing.


What to do when there are dissatisfied customers with valid reasons, trolls, when the customer receives a defective product, a mistake is made in a communication campaign, a company manager makes an inappropriate comment in the media? How to answer? The SMM must devise a plan that can be used on these occasions and that obviously works.


E l SMM is above the CM hence should monitor the work done . S hile not responsible for their tasks but gives autonomy itself is responsible for verifying that it meets their work and follow the defined strategy.


It is not only about planning but also about evaluating. For this reason, the SMM must analyze and interpret the results of each campaign, the successes and especially the errors. Once the results are known, new strategies are developed to take advantage of strengths and opportunities and improve weaknesses. Also, you must do an analysis from the economic point of view. That is, evaluate the ROI. This way you can see if the investment is profitable or if you are losing money. Nobody likes to invest in something that only generates losses.

Interpret the data from the social media monitoring report prepared by the CM.

In short, a Social Media Manager researches, plans and designs the strategies to be used in social media for a marketing campaign . Their work is essential within a company because they are the ones who decide what will be done and how to obtain the best results and achieve the proposed objectives.

A Social Media Manager is NOT a Community Manager

Although they could get confused and most of the time it is done, it is important to be clear that the Community Manager (CM) and the SMM are different types of professionals. The main differences between the work of both are:

  • If we speak in terms of hierarchy within the organization, the SMM is above the CM.
  • The SMM plans and designs while the CM executes and manages. That is, the latter is responsible for meeting the objectives set by the former. Let’s see an example, the SMM decides on which social networks will be promoted and the CM is in charge of using or scheduling the publication on those networks.
  • The CM’s work is bidirectional. That is, it promotes the brand to the audience and at the same time listens to the audience and communicates to the brand what is said about it. Instead, the SMM only projects the brand to the audience.
  • The SMM creates content to promote the organization, while the CM creates content to promote the conversation.
  • The SMM makes strategic decisions while the CM makes tactical decisions. 
  • The SMM encourages collaboration and strategic alliances with other brands or companies and the CM fosters relationships on social networks with customers and potential customers.
  • The relationship of the SMM with the users is impersonal, since generally their work is carried out behind closed doors, while the relationship with the audience by the CM is personal, it is he who faces the clients, who interacts with them.

But then, Social Media and Community aren’t they alike?

The Community has to work hand in hand with the Social Media Manager so that all the planned strategies are put into practice. It is not that the Social is above the Community but it is the guide that indicates the strategy to be carried out and the one that responds to its results. As we have already mentioned in previous posts, the Community Manager manages the entire online community so that it is lasting, always under the supervision of the Social Media Manager .

What is a  Social Media Manager or Manager of Social Networks? In short, a good SMM is defined by having strategic and communication skills, analytical skills, working under pressure and keeping an open mind at all times.

Why specialize in Social Media Manager?

Undoubtedly, for many businesses,  social networks have become an indispensable element when it comes to promoting their products or services over the Internet and thus have visibility for their potential audience.

However, not all companies have professionals specialized in  Digital Marketing , capable of  planning and managing campaigns  appropriate to this new format. For this reason, the demand for Social Media professionals has skyrocketed along with sectors such as digital marketing and eCommerce .

But what does it mean to specialize in Social Media? Social Media requires in-depth training in digital skills and technical skills to successfully achieve professional performance.

Do you also want to dedicate yourself to Social Media? At IEBS we have the  Master in Digital Marketing with a specialization in Social Media  or the Master in Community Management  to be able to give you the main keys in managing social networks and building the community for your company.


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