You Want These Roles on Your Social Media Staff [Skills + Salaries]


There are infinite benefits to using social media for business. However social success is much more complicated than posting sometimes on Fb and Instagram. If you wish to reap the rewards that social media advertising and marketing can supply what you are promoting, you want an all-star social media workforce.

For those who’re new to hiring social media managers, it’s possible you’ll not know what to search for, who to rent, and how one can onboard your workforce for achievement. However we may help!

On this article, we’ll cowl the essential roles that each high-performing social media workforce wants, the common salaries for these roles, and go over a step-by-step information for constructing your dream workforce.

Let’s get began.

What does a social media team do?

In the strictest sense, a social media team manages and maintains your brand’s presence on social media. But depending on your team’s size and your brand’s social media goals, this can mean many different things.

For example, if you run a small business or startup, you might hire a single social media manager to build brand awareness on a few platforms.

Or, if you’re maintaining the online presence for a retail company, you might have a larger social media team focusing more on social commerce to generate more sales.

This team could include a content creator filming aspirational lifestyle content, a paid ads specialist running campaigns on Facebook and Instagram, a community manager engaging with your audience, and a social media manager coordinating your overall social strategy.

What your specific social media team does can vary wildly. But at its core, they manage and maintain your brand’s social media presence.

The parts of a high-performing social media workforce [roles and salaries]

To maximise the efficiency of your social media workforce, their output, and your model’s total likelihood at success, there are a number of main roles you’ll wish to take into account hiring for.

Social media supervisor

The social media supervisor is the core of your social media workforce. And for those who can solely rent a single workforce member, let or not it’s this particular person.

A social media manager is the generalist place—they know the ins and outs of every social media platform, the kinds of content material to create, how one can construct a technique, how one can create content material, and different primary abilities for working a model’s social media.

Right here’s a pattern listing of obligations from a job posting for a social media supervisor:

responsibilities listed on a sample social media manager job description include "Managing, developing, and executing social media content strategy, content development and calendar (daily/weekly/monthly/quarterly)"

For those who’re constructing a bigger social media workforce, the social media supervisor would be the particular person calling the pictures. They’ll create the social technique and work with the remainder of the workforce to make sure it’s correctly applied.


  • Social media platforms
  • Technique growth
  • Technique implementation
  • Content material planning
  • Content material creation
  • Copywriting/copyediting
  • Social monitoring
  • Social listening
  • Social media analytics
  • Social media reporting
  • Communication
  • Administration

In response to Hootsuite’s personal Eileen Kwok, different must-have abilities/traits embrace “curiosity, tenacity, and creativity.”

“Being a social media supervisor might be an amazing job,” she continues. “That’s why those which can be naturally interested in all issues social, have the need to all the time be taught and enhance, and most significantly place creativity on the forefront of their values will succeed within the position.”

Instruments wanted:

  • Social media administration instruments (like *ahem* Hootsuite 😉 )
  • Undertaking administration instruments (like Monday, Wrike, or Asana)
  • Collaboration instruments (like Slack or Groups)
  • Brainstorming/whiteboarding instruments (Miro, Lucidchart, and extra)
  • Content material creation instruments (Canva, Adobe Inventive Suite, Grammarly, and extra)

Stories to: Advertising and marketing Director or CMO

Common wage: $70,287

Content material creator

A content creator focuses solely on digital content material creation for a model’s social media platforms.

The content material created can embrace fast graphics, captions, movies, skits, images, and another content material your model desires to publish on social media.

Listed here are a number of of the obligations listed for a content material creator position with a information group:

content creator job responsibilities

This position is nearly like a jack of all trades, relying on the kinds of content material an organization wants.

The content material creator could focus particularly on images or TikTok creation, for instance, whereas different members of the social media workforce is likely to be liable for the overarching content material technique.


  • Trendspotting
  • Graphic design
  • Videography
  • Pictures
  • Copywriting/modifying
  • Communication

Instruments wanted:

  • Graphic design instruments (like Canva, Adobe Inventive Suite, and extra)
  • Video modifying instruments (like iMovie, CapCut, or Closing Reduce Professional)
  • Photograph modifying instruments (Snapseed, VSCO, Lightroom, and extra)

Stories to: Social Media Supervisor

Common wage: $61,988

A group supervisor is liable for partaking and interacting with prospects and followers straight on social media.

These duties can vary from managing customer service on social media to constructing a separate group particularly for purchasers.

For instance, some group managers assist interact with Slack communities or Facebook Groups to construct an engaged group of consumers and followers.

Different group managers deal with the model’s social inbox, liable for fast responses to all model mentions and messages.

This job posting for a group supervisor position focuses on constructing relationships utilizing social:

community manager job responsibilities


  • Social media platforms
  • Neighborhood platforms
  • Customer support
  • Neighborhood constructing
  • Public relations
  • Relationship constructing
  • Communication

Instruments wanted:

  • Social media administration instruments (like Hootsuite)
  • Social media monitoring instruments (Hootsuite, Mentionlytics, and others)

Stories to: Social Media Supervisor

Common wage: $61,242

A paid social media specialist will get into the nitty-gritty along with your model’s social media adverts. This particular person ought to know all (or most) social adverts dashboards just like the again of their arms. Their job contains advert technique, focusing on and creation, in addition to reporting and evaluation.

A paid social media specialist has a extra analytical position and is far completely different out of your customary social media supervisor or content material creator.

The obligations for a paid social position differ accordingly:

paid social media responsibilities

For those who can afford to rent two workforce members, take into account hiring a social media supervisor to deal with your natural social media and a paid social media specialist to handle your social media advertising.


  • Social media adverts
  • Social media analytics
  • Funds administration
  • Advert focusing on
  • Media shopping for
  • Copywriting/copyediting
  • Inventive technique
  • Advert optimization

Instruments wanted:

  • Native advert administration instruments
  • Social media promoting instruments (like Hootsuite)
  • Social advert analytics instruments (native platform instruments or all-in-one options like Hootsuite)

Stories to: Social Media Supervisor/Advertising and marketing Director/CMO

Common wage: $50,237

Social knowledge analyst

A social knowledge analyst analyzes efficiency and conduct throughout your model’s social accounts and campaigns and interprets their insights into significant enterprise choices.

An analyst is liable for constructing reviews and monitoring the general numbers that replicate your model’s social media efficiency. Information and spreadsheets are the bread and butter of this position.

Whereas social media managers also needs to be capable of perceive and interpret primary social media analytics, a social knowledge analyst can take this additional, remodeling uncooked knowledge to clarify why a shift has occurred or a development needs to be pursued.

Job postings for analyst roles are inclined to focus far more on uncovering insights and reporting on knowledge:

social data analyst responsibilities

Hiring a social analyst to handle the info frees up your social media managers and content material creators to deal with marketing campaign ideation, viewers engagement, buyer care, and extra.


  • Structured Question Language (SQL)
  • Python
  • Drawback-solving
  • Crucial pondering
  • Information evaluation and visualization
  • Dashboard and report constructing
  • Communication

Instruments wanted:

  • Social media analytics instruments (like native platform instruments or Hootsuite)
  • Information visualization software program (like Tableau, Looker Studio, or Google Charts)
  • Spreadsheet instruments (Microsoft Excel, Google Sheets, and extra)

Stories to: Social Media Supervisor

Common wage: $57,352

Graphic designer

A graphic designer handles the extra in-depth social media graphics. These can embrace marketing campaign graphics, infographics, and e-mail advertising and marketing visible property.

This particular person focuses particularly on high-quality, skilled graphics. Whereas a content material creator would possibly use Canva or Visme, a talented graphic designer seemingly favors instruments like Adobe.

This position could seem to be a luxurious for a social media workforce, however it may be extraordinarily necessary for visible companies. Your graphic designer works alongside your content material creator, paid adverts specialist, and social media supervisor to make sure your model’s fashion is cohesive throughout each touchpoint.

Many graphic designers don’t focus solely on social media. As an alternative, they will cowl a variety of design requests:

graphic designer responsibilities


  • Design ideas
  • Typography
  • Branding
  • UX and UI design
  • Creativity
  • Communication

Instruments wanted:

  • Skilled design software program (like Photoshop, Sketch, Illustrator, or After Results)

Stories to: Social Media Supervisor/Paid Adverts Specialist

Common wage: $49,746

Influencer marketer

An influencer marketer oversees your model’s influencer partnerships and campaigns. This particular person manages every little thing from researching the correct influencers and reaching out to creating and managing the marketing campaign.

Whereas a social media supervisor for a small workforce may deal with some influencer advertising and marketing partnerships, having a devoted influencer supervisor position is necessary in case your model desires to capitalize on influencer relationships.

Influencer advertising and marketing requires a reasonably numerous skillset, because you’re usually in command of all features of influencer campaigns. As this pattern job description reveals, collaboration is a high-priority ability for an influencer marketer:

influencer marketer responsibilities


  • Outreach
  • Creativity
  • Communication
  • Technique constructing
  • Crucial pondering
  • Relationship constructing
  • Marketing campaign planning and efficiency monitoring
  • Undertaking administration

Instruments wanted:

  • Influencer advertising and marketing platforms and outreach software program (Upfluence, Mavrck, CreatorIQ, and extra)
  • Social media analytics instruments (like Hootsuite)

Stories to: Social Media Supervisor/Advertising and marketing Director/CMO

Common wage: $78,056

Tips on how to construct your personal social media workforce in 5 steps

Now that you already know the principle parts of a stellar social media workforce, it’s time to begin fascinated by constructing the workforce of your organization’s desires. Comply with these 5 steps to get began.

1. Evaluate your present standing

Earlier than you make any large modifications, take a look at your organization’s present method to social media.

Do you’ve gotten anybody working in your social media accounts? Are they doing so along with their major position, or is social media their primary accountability? Do you’ve gotten accounts on the social platforms that take advantage of sense to your viewers? Are there any networks you must pay extra consideration to or deprioritize sooner or later?

You additionally want to have a look at your price range. In an ideal world, each firm would have a number of individuals in every of the roles we talked about.

However that comes with an enormous value that not each enterprise will pay. So what sort of price range do it’s important to rent? And what number of roles are non-negotiable to your dream workforce?

As soon as you already know the place you’re ranging from, you’ll have a greater concept of the gaps it’s essential fill.

2. Resolve in your social media objectives

The following step is to resolve your social media goals. Figuring out your objectives may help you identify which roles are a precedence to fill.

For instance, say you wish to go viral on TikTok and achieve an enormous following. You would possibly wish to focus your hiring efforts on a content material creator with short-form video expertise.

If you wish to enhance your attain and gross sales, you would possibly wish to rent a paid adverts specialist earlier than anybody else.

“Set your expectations and get actually clear on what you’re on the lookout for,” Kwok says.

“Social media managers are sometimes requested to cowl all kinds of duties, however you must keep away from on the lookout for a one-size-fits-all unicorn. As an alternative, get clear on the objectives you wish to obtain and work backwards.”

“Jot down your listing of priorities and be conscious of what’s achievable from one particular person or a workforce.”

Some objectives you would possibly select to deal with embrace:

  • Elevated model consciousness
  • Improved model repute
  • Greater net visitors
  • Elevated gross sales
  • Improved buyer expertise

Figuring out your objectives helps you identify which roles so as to add onto your social media workforce.

3. Resolve what number of workforce members you want

Say you at present have one social media supervisor however wish to improve your funding in social and take your on-line presence to the subsequent degree. In that case, you would possibly want to rent three extra individuals: a content material creator, group supervisor, and paid adverts specialist.

Then again, you may need your primary roles coated, however you wish to enable your workforce to specialize and hone their strengths in a selected space. If that’s the case, you most likely wish to rent extra individuals for extra specialised roles.

No matter your state of affairs, when deciding what number of new workforce members it’s essential rent, maintain your price range and objectives prime of thoughts.

If you wish to enhance your model’s repute and improve gross sales, these duties fall underneath two completely different roles (extra on that under).

You probably have $200,000 to spare in your advertising and marketing price range, you possibly can rent for 2 (perhaps even three) roles. Comply with the subsequent step to resolve which roles to begin hiring for.

4. Choose the roles it’s essential fill

You’ve found out your current social media protection, selected a price range you’re comfy with, pinpointed the objectives you need your social media workforce to attain, and found out how many individuals you possibly can afford to rent.

It’s time to align all these issues with the abilities and roles your workforce must take your model to the subsequent degree on social media.

Let’s take a look at the listing of objectives we gave for example within the final part. Now, let’s align these with the social media abilities wanted to attain them:

Social objectivesAbilities required
Elevated model consciousnessTechnique constructing and content material creation
Improved model reputeCustomer support and communication
Greater net visitorsSocial media analytics and promoting
Elevated gross salesTechnique constructing and social media promoting
Improved buyer expertiseCustomer support and communication

Now, let’s take a look at the roles that will match every of those abilities:

Social objectivesRoles required
Elevated model consciousnessSocial Media Supervisor
Improved model reputeNeighborhood Supervisor
Greater net visitorsPaid Social Media Specialist
Elevated gross salesSocial Media Supervisor/Paid Social Media Specialist
Improved buyer expertiseNeighborhood Supervisor

You possibly can then prioritize the order you rent in or the roles you select to fill primarily based on the social media objectives (and price range) you’ve already outlined.

5. Deliver your new social media superstars on board

Prepared to rent? Create your job adverts, put up them on-line, and anticipate the functions to roll in. As soon as that occurs, you can begin vetting, interviewing, and hiring your brand-new social media workforce.

To be sure you’re bringing on the correct individuals, take note of:

  • Abilities talked about of their resume
  • Platforms they’ve expertise with
  • Industries they’ve labored in
  • Particular roles they’ve accomplished earlier than

Be sure that these particulars help the objectives you wish to obtain. Then, attain out for an interview to get a greater really feel for the candidate.

At this stage, take into account having every candidate do some form of paid take a look at, like making a micro-strategy to your model or creating some social media content material. Work samples may help you gauge a candidate’s abilities and decide whether or not they’re proper to your firm.

Hootsuite’s Trish Riswick has one other approach to gauge a candidate’s expertise. She says, “Once we’re hiring for a brand new position, the very first thing I take a look at is previous expertise. In the event that they’ve labored as a social media supervisor for an additional model, it’s actually good to see what they have been doing at these firms.”

“Then,” she continues, “I’ll take a look at these firm pages to see how this particular person influenced the corporate they have been with. It’s an excellent alternative to see their abilities in motion, appearing as a portfolio of what they’re able to and what they will convey to the desk.”

Lastly, it’s time to rent and onboard your new workforce. You should definitely create a model information to your current social media tips—however for those who’re nonetheless new, let the rent know there’s wiggle room for change. Introduce them to any current workforce members and allow them to know what you wish to accomplish.

You probably did it! Time to take a seat again, deal with working what you are promoting, and let your social media workforce work their magic.

Regularly requested questions on social media groups

What’s a social media workforce?

A social media workforce is a bunch of workers that works on constructing and sustaining a model’s social media presence. This workforce might include a single particular person or be a wide-ranging workforce with a number of social media managers, creators, and analysts.

How a lot does it value to rent a social media workforce?

Prices for hiring a social media workforce fluctuate primarily based in your firm’s wants. A full-scale workforce of seven+ members might find yourself with an annual overhead of practically (or greater than) $500,000. However you possibly can all the time construct a smaller workforce and even rent a freelance social media manager or company for a decrease value relying in your price range and desires.

Must you rent a social media supervisor?

Quick reply: Sure.

Lengthy reply: Working a enterprise takes a whole lot of time and power. Don’t attempt to do all of it by managing your personal social media profiles too. A talented social media workforce may help your model see success on social media.

Save time managing your social media presence with Hootsuite. Publish and schedule posts, discover related conversions, interact your viewers, measure outcomes, and extra — all from one easy dashboard. Strive it free in the present day.

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