What does a Social Media Manager actually do?

The short version

Social media managers run a brand's social presence — content calendars, short-form video, community replies (including the angry ones), paid social budgets, and the occasional 8pm crisis. The role has grown up from "the intern posts stuff" into a strategic function, and senior pay has caught up.

The pitch: low formal barriers — a proven account beats a degree — genuine senior progression to head of social, and skills every brand now needs. The catch: the job is always-on by design, burnout is an open industry secret, and AI is eating the production end of junior work — scheduling, caption drafts, reports — so entry roles increasingly demand judgement, not just posting.

Entry routes that actually work

• Build your own proof — grow an account, run a society's or small business's socials, turn it into a portfolio.
• Agency social executive — many clients, fast learning, transferable skills.
• Marketing/content apprenticeship — paid route in without a degree.