What is Social Media Management? Everything You Need To Know

social media management

Every brand needs a social media presence to enhance its visibility and engagement. This is made possible through social media management.

Social media management skills are essential for success in the field of social media marketing. If done appropriately, social media management can make a brand. It can help build lasting connections with the brand’s audience and influence how customers view the brand.

In this article, we will be going through the fundamentals of social media management. For more information on this, check out Digital Marketing Skill Institute to learn how to become a seasoned and sought-after social media manager.

What is Social Media Management?


Social media management is the process of creating, scheduling, analyzing, and engaging with content posted on social media platforms. It involves helping organizations manage their social media presence to build brand awareness, attract and engage with followers, and drive website traffic.

Effective social media management requires a deep understanding of who the target audience is and the ability to create compelling and relevant content for them.

One of your roles as a social media manager is to design and deliver creative and engaging social media strategies tailored for different platforms. Some of the popular social media platforms are Facebook, Twitter, Instagram, and LinkedIn.

Why is Social Media Management Important?

Social media management is important for several reasons:

Increases brand awareness

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One of the goals of managing a social media page is to assist businesses in establishing brand awareness and maintaining a consistent online presence. You should create the type of content your audience can engage in and interact with online based on the business you do. When you do this, businesses can create a memorable brand identity that appeals to followers and potential customers.

Builds relationships with customer

To build relationships using social media, businesses should engage their audience to build genuine connections and cultivate a loyal following. To get started,  understand your target audience and their pain point and be dish content that can solve it. You can do this by personalizing your approach to social media management and letting the audience feel part of the community.

This connection with followers not only boosts loyalty but also increases customer retention, ultimately contributing to the overall success and growth of the business.

Customer feedback

As a social media manager, keeping a close eye on customer feedback and swiftly responding to inquiries will help your business connect more with your target audience. This will show your business is dedicated to customer satisfaction and earn the trust of your audience.

So whether it’s tackling a complaint, providing answers, or simply acknowledging a positive comment, engaging with customers promptly demonstrates that their thoughts and experiences are valued.

Increase traffic

Interacting with an audience online can increase your website traffic significantly and this can be done through creating engaging content on your social media platforms. This will make it easy for your audience to connect with your brand and drive more visitors to your website which could lead to potential customers and more brand visibility.

Customer insights

Social media management tools allow you to gain valuable customer insights, gather feedback, and build relationships. This insight allows you to track customer opinions about your business and improve your products, services, and marketing strategies. By actively listening to and learning from their audience on social media, businesses can stay ahead of the curve, anticipate market shifts, and deliver solutions that truly meet their customer’s expectations.

How to Get Started With Social Media Management


Getting started with social media management involves the following steps:

1. Set your goal

When getting started with social media, it’s essential to establish clear and measurable objectives. Whether you’re aiming to boost brand recognition, or generate valuable leads, defining your goals acts as a roadmap for success.

After you identify your specific targets, you can customize your social media strategy effectively to meet these objectives. This proactive approach not only aligns your efforts with your overall business goals, it also enables a more focused and purposeful approach to social media management. So, take the time to set your goals before starting a campaign.

2. Know your audience

Know your target audience, this is another step in master when it comes to social media management. Search deeply to understand who are your audience and what platform they use to tailor your content and messaging to them. When you know are your target audience is,  it is easy to build a strong connection and drive meaningful interactions.

3. Choosing the right platforms

When choosing the right platforms for your social media management strategy, you have to conduct thorough research to identify the social media platforms your ideal customers are most active. Different demographics have preferences for specific platforms, so understanding where your audience hangs out online will help you focus your efforts effectively.

4. Have a content strategy

It is important to have a plan that aligns with your business objectives. What type of content will you be sharing, is it blog posts, videos, infographics, or user-generated content? Depending on the type of content you are posting, your content should offer value, entertain, educate, or inspire your audience by considering their preferences and interests.

In terms of messaging tone and style, aim for authenticity and relevance. Develop a brand voice that reflects your values, personality, and unique selling points when communicating with your audience.

5. Schedule and publish content

Scheduling and publishing content on social media, and using social media management tools are key to optimizing reach and engagement. These tools allow businesses to plan and automate their content distribution, ensuring that posts go out at the right times for their target audience.

When businesses use these tools, they can strategically plan their content calendar, schedule posts in advance, and track performance metrics to refine their social media strategy.

6. Engage with your audience

After posting your content, next is to monitor your social media accounts for comments, messages, and mentions to build a strong connection with your followers. When you do this, this shows that you value their input and feedback, creating a sense of community and trust.

Make sure you respond promptly and professionally to comments and messages, this fosters positive interactions and also helps to address any concerns or questions that may arise. Additionally, acknowledging mentions or tags from followers showcases your appreciation for their support and involvement in your brand.

7. Analyze and optimize

Finally, utilize analytics tools to track the performance of your social media efforts and make informed decisions to enhance results. When you analyze key metrics such as engagement rates, click-through rates, and conversion rates, you can gain valuable insights into what content resonates with your audience and drives significant impact.

With the result of the analysis, you can refine your social media strategy by adjusting content, posting times, and targeting specific audience segments more effectively.

How Much Does Social Media Management Cost?

The cost of social media management ranges from $100 – $5000/ month. It also varies depending on several factors like the size and complexity of the social media page, the number of platforms you need to manage, and the level of service you require.

Some businesses choose to handle social media management in-house, which can be more cost-effective but requires dedicated time and resources. Others prefer to outsource social media management to agencies or freelancers, which can provide expertise and save time but may come at a higher cost.

It’s important to consider your budget and goals when determining the cost of social media management. It’s also important to note that investing in effective social media management can yield significant returns in terms of brand awareness, customer engagement, and business growth.

So whether you are new to social media management or a freelancer, check out our digital marketing course to equip yourself with the right digital marketing skills on how to manage a social media page successfully

Social Media Management Skills

Social media management requires a combination of technical and soft skills. Some key skills for social media management include:

1. Content creation

Content creation is essential in social media management. It involves creating engaging content tailored to your audience. This requires creativity, storytelling skills, and attention to detail to capture attention, drive engagement, and build a loyal community.

You also have to stay updated on trends and best practices in your industry to set yourself apart to drive meaningful interactions.

2. Copywriting

This is a fundamental skill in social media management, as it involves creating compelling and persuasive messaging to captivate your audience. With strong writing skills, you can craft persuasive content that resonates with your followers and encourages engagement.

Whether you’re promoting a product, or sharing a story, copywriting can play a crucial role in driving traffic and fostering connections on social media platforms.

3. Effective communication

Communication involves creating engaging content, interacting with your followers and responding to comments and messages promptly and professionally. This helps to build strong connections with the audience, enhances brand visibility, and drives meaningful interactions. It also helps when handling customer inquiries with care and efficiency when communicating with your audience.

4. Creativity

Creativity is one of the forces behind every successful campaign on social media. You have to learn how to think out of the box to generate innovative ideas and strategies that can capture audience attention and set your brand apart from the competition. Creativity allows you to create memorable experiences that resonate with your audience and inspire engagement on social media platforms.

5. Analytical skills

Analyzing social media data and using the results to optimize performance is important in social media management. Studying metrics such as engagement rates, click-through rates, and conversion rates, businesses can learn what content resonates with their audience.

This data-driven approach allows for informed decision-making, enabling businesses to refine their social media strategy by adjusting content, posting times, and targeting specific audience segments more effectively.

6. Time management

Knowing how to manage your time as a social media manager is essential for planning, scheduling, and executing tasks efficiently. You should create a content calendar that consists of the activities you will be doing either weekly or monthly. Proper time management enables you to allocate resources effectively, prioritize tasks, and stay organized.

Social Media Management Tools

There are numerous social media management tools available to streamline and enhance your social media management efforts. Some popular tools include:

1. Hootsuite

hootsuite - social media management

Hootsuite is a versatile social media management tool that lets you schedule posts, interact with your audience, and track performance using analytics. It allows you to concentrate on crafting compelling content and nurturing relationships with your followers to boost brand growth and success.


  • It allows you to manage paid ads and content in the same place
  • Advanced targeting to boost sales
  • Side-by-side reporting to boost engagement

Pricing: There’s a free trial but paid plans start at $99 per month, with a 30-day free trial.

2. Buffer

buffer - social media management

Known for its user-friendly interface and comprehensive features, Buffer is a must-have tool for social media management.

With Buffer, you can effortlessly schedule and publish content across various platforms, analyze performance metrics to track the success of your campaigns, and efficiently manage multiple social media accounts from one centralized dashboard.

This powerful tool saves you time and effort and empowers you to optimize your social media strategy for maximum impact and engagement.


  • Post scheduling for various social media accounts.
  • Performance analytics to measure engagement and reach.
  • Managing multiple accounts from one dashboard.

Pricing: A free plan for up to 3 channels. Paid plans start at $6 per month.

3. Sprout Social

This is a comprehensive social media management platform that serves as a one-stop solution for all your social media needs. With its user-friendly interface and robust features, Sprout Social allows you to schedule posts, publish content, engage with your audience, and analyze performance metrics all in one place.


  • Social listening for monitoring brand mentions and conversations.
  • Engagement tools for responding to comments and messages.
  • Publish content across different platforms.
  • Analytics and reporting features to track performance.

Pricing: Paid plans start at $259 per user per month

4. Canva


This tool is a graphic design tool that offers a wide range of templates and user-friendly features to help you create visually stunning and engaging social media content.

With Canva, you can easily customize designs for various platforms, ensuring that your posts stand out and resonate with your audience. Whether you’re looking to create eye-catching graphics, professional-looking images, or captivating visuals, Canva provides the tools you need to elevate your brand’s online presence.


  • Design template
  • Drag and drop editor
  • Collaboration tools
  • Brand kit

Pricing:  It has a free plan and a paid plan that starts at $100

5. CoSchedule


It is a versatile tool that streamlines social media management with a user-friendly interface and customizable features. Its pricing is flexible and tailored to specific needs, making it a top choice for businesses of all sizes.

  • Social media scheduling integrated with a content marketing calendar.
  • Project management tools for planning and organizing campaigns.
  • Analytics for tracking social media performance.

Pricing: Paid pricing starts at $19

Best Practices in Social Media Management

To excel in social media management, consider the following best practices:

1. Understand your audience

Creating content that addresses their needs, passions, and aspirations is the key to engagement and building a community. Pay attention to your audience’s evolving preferences and adjust accordingly to ensure that your content remains relevant.

2. Be consistent

Consistency not only keeps your audience engaged but also helps establish brand recognition and trust. When followers know when to expect your content, they are more likely to stay engaged and interact with your posts. Whether you choose to post daily, weekly, or on a set schedule, sticking to a consistent content plan showcases professionalism and reliability, leading to increased visibility and loyalty from your followers.

3. Include multimedia

Multimedia plays a crucial role in capturing your audience’s attention and boosting engagement on social media platforms. Incorporating visual elements such as eye-catching images, captivating videos, and informative infographics can enhance the effectiveness of your content strategy.

4. Monitor and analyze

You should monitor and analyse your social media performance using advanced analytics tools to track metrics, spot trends, and make informed decisions to optimize your content and drive engagement.

These data-driven strategies are crucial for your campaign’s success, allowing you to refine your approach, seize opportunities, and establish meaningful connections with your audience.

6. Stay updated with trends

As changes occur rapidly, it’s essential to stay informed about emerging trends and changes on social media platforms. This allows you to anticipate shifts in user behavior, leverage new functionalities, and seize opportunities to engage your audience effectively.

Understanding the ups and downs of social media algorithms is vital for optimizing your content strategy to reach a wider audience and drive engagement. By staying updated on algorithm changes, you can create content that resonates with your audience and boosts visibility on social media feeds.

Social Media Management Course

Digital Marketing Skills Institute offer a comprehensive digital marketing course and hands-on training for students that wnt to learn about social media management. They have seasoned professionals with real-world experience that can trained you in digital marketing online across various countries.
They offer practical learning with live projects and industry best practices, ensuring 90% practical application. Additionally, we provide ongoing support through an exclusive coaching community where students can seek guidance from both peers and experienced digital marketing experts.
So if you are interested in acquiring social media marketing skills, do check out our digital marketing course page, to know how you can acquire the right marketing strategies to grow your customer base.


Social media management is an essential skill to learn if you want to take your social media presence to the next level and benefit more from it on how to connect with your target audience and build business goals. Understanding the importance of social media, developing a sound plan, producing interesting material, using management tools, and keeping up with trends are  all part of the skills a social manager must possess and you can learn that if you register for . So whether you are a novice or an experienced marketer, anyone can successfully handle social media management by adhering to these rules.


Social media management vs Social media marketing

These two terms are often used interchangeably but serve different purposes.

Social media management focuses on the day-to-day tasks of managing and monitoring social media accounts. This includes creating and scheduling posts, engaging with followers, monitoring comments and messages, and analyzing performance metrics. The primary goal of social media management is to maintain a consistent online presence, build brand awareness, and nurture relationships with the audience.

On the other hand, social media marketing involves utilizing paid advertising and sponsored content to promote products or services on social media platforms. This includes running targeted advertising campaigns, collaborating with influencers, and leveraging social media algorithms to reach a broader audience. The main objective of social media marketing is to drive traffic, generate leads, and ultimately increase sales for a business.

Challenges of social media management

Social media managers face several key challenges in their day-to-day work:

  • Time management – Balancing the time required for content creation, community engagement, analytics, and other tasks can be difficult, especially for those managing multiple platforms alone.
  • Creating fresh, engaging content – Consistently coming up with new ideas for posts that will resonate with each audience is an ongoing challenge.
  • Adapting to algorithm changes – Social media platforms frequently update their algorithms, impacting post reach and engagement. Managers must stay on top of these changes.
  • Handling negative feedback – Responding professionally and effectively to criticism, complaints, and trolls is a skill social media managers must develop.
  • Measuring ROI – Tracking the impact of social media efforts on business goals and demonstrating the value of social media marketing can be complex.

More Resources

Social Media Marketing Training Course in Nigeria

5 Social Media Mistakes You Need to Know About

Effective Social Media Campaign Strategies For Small Businesses

15 Social Media Marketing Tools For Nigerian Online Marketers

9 Tested and Proven Ways to Make $500/Day with Digital Marketing Skills working from home or anywhere.

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