What Social Media Management Do

Introduction

Social media management is the engine behind every thriving brand online.

“Social media is about the people! Not about your business. Provide for the people and the people will provide you.” — Matt Goulart

Social media isn’t just a digital Code Playground anymore. It’s the world’s busiest marketplace, a global stage, and a direct line to billions of hearts and minds. With over 5.17 billion users spending an average of 2.5 hours a day on social platforms, the question isn’t whether you should be there—it’s how you show up, stand out, and succeed. That’s where the magic of social media management comes in.

But what social media management do, really? Is it just posting pretty pictures and witty captions? Not even close! In this deep-dive, I’ll walk you through the real work behind the scenes, the skills you need, the strategies that win, and how to get started—whether you’re a business, a freelancer, or just want to build your personal brand. Let’s pull back the curtain and see what social media management do, and how you can master it.

← Back to: What is Social Media Management? (Pillar Guide)

Why Social Media Management Matters

Here’s a punchy fact: If your brand isn’t on social media, does it even exist? In 2025, that’s not an exaggeration. Social media is where people discover new products, connect with brands, and make buying decisions. It’s where reputations are built—and sometimes broken—in real time.

What social media management do is more than just keeping up appearances. It’s about building relationships, telling your story, and driving real business results. Whether you’re a startup, a global brand, or an individual creator, your social presence is your digital handshake. It’s your chance to connect, inspire, and convert.

• 5.17 billion social media users worldwide (Statista, 2025)
• Average user spends 2.5 hours daily on social platforms
• 71% of consumers who have a positive experience with a brand on social media are likely to recommend it to others

That’s a tidal wave of opportunity. But only if you know how to ride it.

What Social Media Management Do: Core Responsibilities

Strategy Development

Every great social presence starts with a plan. Social media managers craft strategies tailored to the brand’s goals, audience, and industry. This means defining clear objectives, identifying the target audience, choosing the right platforms, and setting a consistent brand voice and visual style.

Content Creation and Curation

Content is king, but context is queen. Social media managers create and curate posts that resonate—images, videos, stories, polls, and more. They design eye-catching visuals, write compelling copy, plan content calendars, repurpose evergreen content, and stay on top of trends.

Scheduling and Publishing

Timing is everything. What social media management do here is use scheduling tools (like Crosspostify, a powerful social media scheduler and posting tool) to plan posts in advance, maintain a consistent posting rhythm, coordinate campaigns, and avoid last-minute scrambles.

Community Engagement

Social media is a two-way street. Managers don’t just broadcast—they listen, respond, and build relationships. This includes replying to comments and messages, handling customer service issues, encouraging user-generated content, and managing reputation and crisis communication.

Performance Monitoring and Analytics

What social media management do best is measure what matters. They track engagement rates, follower growth, website traffic, conversion rates, and ROI. Armed with data, they tweak strategies for even better results.

Staying Ahead of Trends

Social media never sleeps. Managers keep their finger on the pulse, adapting to new platform features, viral trends, and shifts in audience behavior.

Want to dive deeper into the responsibilities of social media management? Check out our full breakdown.

How to Get Started with Social Media Management

Step 1: Research Your Audience

Who are you talking to? Build detailed buyer personas—think age, location, interests, pain points, and online habits. The more you know, the better you can serve.

Step 2: Choose Your Platforms Wisely

Don’t try to be everywhere at once. Focus on where your audience hangs out. For example: Facebook for broad reach, Instagram for visuals, LinkedIn for B2B, TikTok for Gen Z, YouTube for long-form video.

Step 3: Develop a Content Strategy

Map out your goals, key messages, and content types. Mix it up—educational posts, behind-the-scenes, user stories, and promotions. Consistency is key, but don’t be afraid to experiment.

Step 4: Design Your Profiles

First impressions matter! Use professional images, clear bios, and branded visuals. Make sure every profile reflects your brand’s personality and values.

Step 5: Create a Publishing Schedule

Use a tool like Crosspostify to plan and automate your posts. This saves time, keeps you organized, and ensures you never miss a beat.

Step 6: Engage, Engage, Engage

Respond to comments, join conversations, and show your human side. Social media is about connection, not just promotion.

Step 7: Track and Optimize

Monitor your analytics. What’s working? What’s not? Adjust your strategy based on real data, not just gut feelings.

For a full step-by-step, see What is Social Media Management Job.

How Much Does Social Media Management Cost?

The cost of social media management depends on several factors: business size, team salaries, tools and software, content creation, and advertising. On average, small businesses might spend a few hundred to a few thousand dollars per month. Larger companies can invest tens of thousands. The key is to align your budget with your goals and expected ROI.

Want to know more about pay and salary? Check out Social Media Management Salary and Social Media Management Pay.

Essential Skills for Social Media Managers

• Copywriting: Write with clarity, personality, and purpose. Adapt your tone for each platform and audience.
• Visual Storytelling: Have an eye for design, basic photo and video editing skills, and an understanding of what grabs attention.
• Strategic Planning: Think ahead, plan campaigns, and align content with business objectives.
• Analytical Thinking: Interpret analytics, spot trends, and make data-driven decisions.
• Adaptability: Stay curious, learn new tools, and pivot quickly when needed.
• Empathy and Communication: Listen and respond with care. Handle praise, complaints, and crises with grace.

For a full list, see Social Media Management Skills.

What Social Media Management Do for Different Audiences

For Businesses

Build brand awareness and trust, drive website traffic and sales, manage reputation and customer service, launch and promote products.

For Nonprofits

Raise awareness for causes, mobilize supporters and volunteers, fundraise and share impact stories.

For Personal Brands

Grow a loyal following, showcase expertise and personality, network with peers and opportunities.

For Agencies

Manage multiple clients and brands, customize strategies for each sector, report on performance and ROI.

No matter the audience, what social media management do is create meaningful connections and measurable results.

See also: Social Media Management for Business

Choosing the Right Social Media Platforms

Not all platforms are created equal. Here’s a quick guide to help you decide where to focus your efforts:

Tip: Start with 1-2 platforms where your audience is most active. Master those before expanding.

For more, see Social Media Management Tools for Agencies.

Measuring Success: Analytics and Metrics

• Engagement Rate: Likes, comments, shares, saves
• Reach and Impressions: How many people see your content
• Follower Growth: Are you attracting new fans?
• Click-Through Rate (CTR): Are people visiting your website?
• Conversion Rate: Are social actions leading to sales or sign-ups?
• Response Time: How quickly do you reply to messages?

Use built-in analytics on each platform, plus tools like Crosspostify for a unified dashboard.

For more on tracking and reporting, see Social Media Management Dashboard.

Top Social Media Management Tools in 2025

• Crosspostify: Plan, schedule, and publish content across all your channels from one dashboard. Offers analytics and team collaboration features—perfect for businesses and agencies alike.
• Hootsuite: Robust scheduling, monitoring, and analytics. Great for managing multiple accounts and teams.
• Sprout Social: Smart inbox and powerful reporting to stay on top of conversations and measure your impact.
• MeetEdgar: Content library and automation features. Recycles evergreen posts, so your best content keeps working for you.
• Planable: Makes it easy for teams to plan, approve, and publish content together. Visual calendar is a game-changer for agencies and brands with lots of moving parts.

For more, see Social Media Management Software.

Your Next Steps: Becoming a Social Media Management Pro

1. Start Small, Think Big: Pick one or two platforms. Get to know your audience. Experiment with content. Learn from your results.
2. Invest in the Right Tools: Don’t try to do it all manually. Use a scheduler like Crosspostify to save time and stay organized.
3. Keep Learning: Social media evolves fast. Follow industry blogs, join webinars, and connect with other professionals.
4. Measure and Optimize: Set clear goals. Track your progress. Celebrate wins and learn from losses.
5. Stay Human: Behind every account is a real person. Be authentic, responsive, and kind. That’s how you build lasting relationships.

What social media management do is nothing short of transformative. It’s the engine that powers modern brands, the bridge between companies and communities, and the secret sauce behind viral moments and loyal fans.

Whether you’re managing your own accounts or running social for a global brand, remember: it’s not just about posting. It’s about connecting, inspiring, and making an impact—one post at a time.

← Learn more in our complete guide to social media management