What Does a Social Media Manager Actually Do?
So... What Does a Social Media Manager Actually Do?
If you think social media managers just “make posts” — you’re missing 90% of the job.
Behind every beautifully curated feed and viral video is a strategic, data-driven, and relationship-focused process. Social media management is part creative, part analytical, part therapist (😉), and completely essential for any business trying to grow online.
Here’s what social media managers actually do — and how you can start building those skills yourself.
1. Build and Execute Strategy
Before the first post ever goes live, a social media manager builds the strategy that guides everything else:
Understanding the client’s business goals
Defining audience personas
Choosing platforms that fit the brand best
Outlining content pillars, tone, and posting cadence
Think of this as your roadmap — without it, every post is just a guess. Inside The Citrus & Salt Academy, we teach exactly how to create strategy documents that impress clients and deliver real results.
2. Plan and Create Content
This is the part most people see — but it’s only one piece of the puzzle.
SMMs spend time brainstorming post ideas, writing captions that convert, and coordinating visuals like photography, video, and design. They know how to turn one idea into multiple pieces of content that work across Instagram, TikTok, Pinterest, and Facebook.
💡 Pro tip: The best social media managers batch their content — planning weeks ahead so they can stay consistent (and sane).
3. Manage Engagement and Community
Social media isn’t a one-way street.
Social media managers actively build and nurture communities by:
Responding to DMs and comments
Engaging with other accounts strategically
Building relationships with followers, customers, and industry peers
This is what turns a business’s social presence from “just another page” into a loyal community.
4. Track Analytics and Report Results
The best SMMs don’t just create — they measure.
That means reviewing insights, identifying what’s working, and presenting results in a way clients actually understand.
Metrics like reach, saves, engagement, website clicks, and conversions tell the story of how your strategy is performing. And when you know how to read that story, you can refine and improve — that’s how you grow client accounts and your business revenue.
5. Manage Clients, Systems, and Deadlines
Running a social media business isn’t just about being creative — it’s also about organization and communication.
Social media managers juggle:
Multiple client calendars
Content approvals and feedback
Contracts, invoices, and deliverables
That’s why we always say: systems are your superpower. Inside Citrus & Salt, we help you set up the backend of your business (ClickUp boards, client workflows, reporting templates) so you look polished from Day One.
🌞 The Big Picture
Social media managers are brand storytellers, strategists, and digital marketers — all rolled into one.
They help businesses show up, stand out, and sell online.
If that sounds like the kind of career you’re dreaming about, it’s time to stop scrolling and start building your foundation.
✨ Ready to Become a Social Media Manager?
Our Citrus & Salt Academy was built for creatives who are ready to turn their skills into a real business.
Inside, you’ll learn:
🌿 How to build strategy that drives results
📈 How to find and onboard clients
💰 How to package, price, and scale sustainably
👉 Join the Waitlist and get our free Profitable SMM Starter Kit to start your journey today.
About Citrus & Salt
Created by the team at Tall Palms Marketing Co., Citrus & Salt helps aspiring and established social media managers build profitable, confident businesses rooted in strategy — not hustle.
