Social Media Manager
Also advertised as: Community Manager, Content and Social Media Executive, Social Media Coordinator, Social Media Executive, Social Media Manager
Plans and posts content across social platforms to build a brand's audience and engagement.
What the job involves
Social media managers run the day-to-day voice of a brand on platforms such as Instagram, TikTok and LinkedIn. You plan content calendars, respond to comments and messages, and track which posts drive real engagement rather than just views. Community management skills matter as much as creative ideas.
Typical responsibilities
- Plan and schedule a content calendar
- Write and post content across platforms
- Respond to comments and direct messages
- Track engagement and follower growth
- Liaise with designers, videographers and influencers
Common employers
- Brands and retailers
- Marketing agencies
- Media organisations
- Charities
Pay, hours and working environment
Typical pay
£22,000 – £27,000 a year
With experience
£32,000 – £45,000 a year
Typical hours
37.5 hours, occasional evening or weekend posting
Working environment
Office based or hybrid
Remote working
hybrid
Demand for this work
high
Pay ranges are indicative guidance drawn from advertised UK vacancies and published careers information. They are not an offer, and actual pay varies by employer, location and experience.
Skills and qualifications
Core skills
- Content planning
- Copywriting
- Community management
- Analytics interpretation
- Trend awareness
Transferable skills you may already have
- Running a personal or club social media account
- Writing for an audience
- Responding to customers online
Requirements employers ask for
- Content planning
- Copywriting
- Community management
- Analytics interpretation
- Trend awareness
- No formal qualification required; a strong portfolio is valued
Useful but not essential
- Running a personal or club social media account
- Writing for an audience
- Responding to customers online
- Degree or diploma in marketing or communications
- Meta or TikTok platform certifications
Helpful qualifications
- Degree or diploma in marketing or communications
- Meta or TikTok platform certifications
Ways into this career
A degree is only one route. Where an apprenticeship, work-experience or qualification route exists, it is listed here alongside the academic option.
Apprenticeships and work-based routes
- Content Creator (Level 3)
Degree and college routes
- Related subject: Marketing
- Related subject: Media studies
- Related subject: Communications
Where this career can lead
next
Senior Social Media Manager
next
Head of Social Media
next
Content Marketing Manager
The good parts and the hard parts
What people enjoy
- Creative work with visible, immediate results
- Entry does not require a degree if the portfolio is strong
- Every sector now needs this skill
What people find hard
- Always-on expectation to respond quickly
- Public criticism or complaints happen in full view
Common questions
- Do you need a degree to become a social media manager?
- No. As well as degree routes, this career can be entered through an apprenticeship or by building experience and qualifications on the job. not_required
- How much does a social media manager earn in the UK?
- Typical advertised pay runs from £22,000 to £27,000 a year, rising towards £45,000 with experience. Figures are indicative guidance rather than an offer.
- What skills transfer into this career?
- Skills that transfer well include Running a personal or club social media account, Writing for an audience, Responding to customers online.
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Where this information comes from
- National Careers Service
- Institute for Apprenticeships
Last reviewed 14 September 2026.
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