What Does a Social Media Manager Actually Do? (And Do You Need One?)
Social media is often seen as something “anyone can do”. Just snap a photo, write a caption, and hit post.
In reality, effective social media management is far more complex and time-consuming. Behind the scenes, a professional social media manager is juggling strategy, branding, content creation, analytics, and community building, all while staying on top of ever-changing trends and algorithms.
Whether you're a small business in Bristol or a creative entrepreneur trying to grow online, this blog breaks down exactly what a social media manager does, and how hiring one could free up your time and supercharge your online presence.
Strategic Planning & Goal Setting
A social media manager doesn’t just post for the sake of it. Every platform needs a strategy, tailored to your business goals. These include:
Defining your target audience
Choosing the right platforms (e.g., Instagram, Pinterest, LinkedIn)
Setting realistic goals: engagement, reach, sales, community growth
Creating a content calendar to stay consistent
They’ll also help you align your socials with your wider marketing - email, launches, blog posts, etc. Think of it like a digital marketing brain that keeps everything moving in the right direction.
Content Creation
High-quality, on-brand content is the foundation of any good social strategy. A social media manager often:
Designs graphics and carousels
Captions posts with strong hooks and CTAs
Shoots or sources photography and video
Edits Reels and TikToks
Organises content into themes, pillars or campaigns
If your SMM is also a photographer or videographer (like me!), you’ll benefit from having content that feels intentional, professional, and platform-ready, without needing to outsource to multiple people.
Posting & Scheduling
Manual posting wastes time and energy — and let’s be honest, you don’t always remember to do it.
A social media manager uses scheduling tools like Later, Planoly, or Meta Business Suite to:
Plan content weeks in advance
Optimise posting times
Ensure consistent, high-quality presence
Automate cross-posting (e.g. Instagram to Facebook)
This consistency builds audience trust and helps you stay top-of-mind, even when you're busy.
Engagement & Community Management
Posting isn’t enough. Real growth happens in the comments, DMs, and stories. A good SMM will:
Reply to comments and messages
Engage with your followers
Find and connect with potential clients or collaborators
Monitor brand mentions or tags
They become the voice of your brand -making sure your audience feels seen, heard, and valued.
Analytics, Reporting & Refining Strategy
Tracking results is key. A social media manager regularly reviews:
Follower growth
Engagement rates
Reach and impressions
Website clicks or conversions
They’ll analyse what’s working, what’s not, and adjust the strategy accordingly. It’s not just about vanity metrics — it's about understanding what drives action from your audience.
For example, if I notice Reels are bringing in new followers but stories are converting into sales, we can double down on both, in different ways.
Finally,
If you’ve ever wondered why your Instagram isn’t growing, or felt stuck on what to post, that’s exactly where a social media manager steps in. We wear many hats: strategist, creator, communicator, and analyst. And most importantly, we give you your time back so you can focus on doing what you do best.
I work with Bristol-based small businesses to plan, manage and create social media content, so if you’re looking for social media support, get in touch here - I’d love to help!