How to become a Social Media Manager ?

Social media have become a key area of marketing thanks to their ability to reach and capture prospects, while offering a privileged channel of communication with the customers we seek to retain. They have become ubiquitous in all sectors of activity, and are an essential broadcasting channel for all celebrities. In our increasingly digitalized world, the Social Media Manager plays a key role in developing visibility and brand awareness. Find out how our Master's degree in Digital Marketing can give you the best cards to play in this profession.

What is a Social Media Manager?

The Social Media Manager, also known as Social Media Manager or Social Media Manager, is globally responsible for defining content strategy and driving engagement on a company's social platforms.

The Social Media Manager is typically responsible for developing strategies to increase the number of followers, creating and overseeing social media campaigns, producing content, reviewing analytics and communicating with a company's key stakeholders.

Social media platforms evolve rapidly and are generally considered to be "real-time marketing". The Social Media Manager must therefore be an expert in his or her company's products or services, so as to be able to react quickly and share information as soon as it becomes available.

The company can be present on all social networks (such as Linkedin, Facebook, YouTube, Twitter, Instagram, TikTok, Snapchat or Twitch) or focus on just a few, depending on its strategy and priorities. For example, it may prefer to use LinkedIn for recruitment purposes, or Instagram to promote its image. The Social Media Manager must also take into account the evolution of social networks, with the emergence of the Metaverse in particular, likely to meet new consumer expectations.

The specific tasks of the Social Media Manager will depend on the size of the company. In a large company, he or she will be more concerned with communication strategy, and will simply supervise texts and videos rather than create them. In a small company, on the other hand, he or she will take charge of content creation and act as Community Manager, running all the brand's social accounts.

Main functions of a Social Media Manager

A true "voice of the company", the role of the Social Media Manager is often compared to that of a public relations manager, but operating in the digital world. He or she carries out all the activities included in social media marketing, such as social media planning, communication campaigns, content creation and publication, social media advertising, community building and analysis of actions and campaigns carried out.

The role of the Social Media Manager is varied and involves a wide range of tasks:

• Build a social media communications strategy that aligns with sales and marketing strategy to achieve defined objectives and ensure consistency of brand messaging.
• Generate strategies for engaging communities of prospects and customers through influencer marketing, organic traffic generation and paid advertising.
• Create editorial content calendars for different media channels, and respond to user comments and feedback to create a positive brand experience to reinforce engagement.
• Create communication campaigns on social networks.Measure the impact of published content and campaigns through engagement evaluations, metrics and analysis.Participate in visual design strategies.
• Analyze competitor communications on social networks to effectively position and differentiate the brand.
• Monitor web and social network technology.

Educational requirements to become a Social Media Manager

Social Media Managers generally hold a 5-year degree in marketing or communications. It is possible to work in this field after a bac+3, provided you have several years' professional experience in the digital sector.

However, a bac+5 specialized in digital marketing is highly recommended to learn how to build a solid digital strategy by mastering the various facets of the profession (web analytics, CRM, cross-channel marketing, inbound marketing...).

It is also highly recommended to be passionate about social networks, and to have several well-developed and regularly updated accounts (Instagram, Twitter, Youtube...), in order to master the workings and rhythm of social media.

What does a Social Media Manager earn?

Social media is a fast-growing field, where the need is great and there are many recruitment opportunities. The salary of a Social Media Manager varies according to experience, geographical location and industry. In France, an entry-level Social Media Manager with 2 to 3 years' experience earns an average of 35,000 euros a year (source: Glassdoor). Professionals with between 4 and 6 years' experience can expect an annual salary of between 45,000 and 65,000 euros. For highly experienced profiles, salaries can reach up to 70,000 euros a year in most large companies (such as Axa, Société Générale or SNCF).

These salary variations reflect the growing demand for specialized skills in community management and content strategy on social platforms. What's more, additional benefits, such as bonuses and incentives, can be added to these basic salaries, especially in large companies and highly competitive sectors.

Would you like to become an expert in e-marketing and web strategy in the digital world? Discover our Master's in Digital Marketing to develop the visibility and e-reputation of the company of your dreams!