What is Social Media Management? Everything You Need to Know

Social Media 11 min read

Social media has become a critical aspect of marketing strategies for businesses of all sizes. With more than 4 billion people using social media worldwide, it's no surprise that small businesses have invested time and resources into social networks and growing their social media presence.

However, managing social media accounts on different platforms can be a time-consuming and complex task. That's where social media management comes in. In this article, we'll dive into what successful social media management is and how it can help business owners thrive online.

Table of contents:

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 managing and optimizing the social media presence of a business or individual to reach their marketing goals. Social media managers may work in-house, freelance, or for an agency, but their primary goal is to create a cohesive online presence across various platforms.

Effective social media management requires various skills, including content creation, customer service, analytics, and marketing. With so many social media platforms available, it can be challenging to manage all of them effectively. That's why social media management tools have become increasingly popular.

What Are The Benefits of Social Media Management?

The benefits of social media management are numerous. By managing social media platforms effectively, businesses can:

  1. Build brand awareness: Social media allows businesses to reach a vast audience quickly. With the right content and strategy, businesses can increase their brand awareness, brand identity, attract new customers, and build relationships with their target audience.
  2. Engage with customers: Social media is a two-way communication channel. By engaging with customers on social media, businesses can build trust, loyalty, and a sense of community.
  3. Increase website traffic: Social media can be an excellent source of referral traffic to a website. By including links to your website in social media posts, businesses can increase website traffic and improve their search engine rankings.
  4. Generate leads: Social media can be an effective lead-generation tool. By creating content that resonates with their audience, businesses can attract potential customers and encourage them to provide contact information.
  5. Gather insights: Social media analytics provide valuable insights into audience behavior, content performance, and engagement rates. This information can be used to refine marketing strategies and improve overall performance.

Now that we've covered the benefits of social media, let's dive into the essential components of social media management.

Components of Social Media Management

But where do you begin? What do you need to keep in mind when you’re managing social media? Here’s a list of the most important tasks.

A Solid Social Media Strategy

Developing a social media strategy is essential for businesses looking to manage their social media platforms effectively. A social media strategy outlines the goals, target audience, and tactics for using social media to achieve those goals.

When developing a social media strategy, it's important to consider the following:

  • Goals: What are the goals of your social media strategy? Are you looking to increase brand awareness, generate leads, or drive sales?
  • Target audience: Who is your target audience on social media? What platforms are they using, and what kind of content do they engage with?
  • Content: What kind of content will resonate with your target audience? Will you focus on text, images, video, or a combination of these?
  • Engagement: How will you engage with your followers on social media? Will you respond to comments and messages, run contests, or collaborate with influencers?
  • Metrics: How will you measure the success of your social media strategy? What metrics will you track, and how will you use that data to refine your strategy?

Social media management tools like StoryChief offer features that can help businesses develop and implement their social media strategy more effectively. These tools offer scheduling, content creation, analytics, and reporting features that can help businesses achieve their social media goals more efficiently.

Social Media Planning and Scheduling

The first step in effective social media management is planning and scheduling. This involves creating a social media content calendar, determining the best times to post, and identifying key themes and topics for social media posts. Planning and scheduling content in advance can save time and ensure consistency across all social media platforms.

Social media management tools like StoryChief can help businesses manage their social media content calendar and schedule posts in advance. These tools also offer features like engagement tracking, and analytics, making it easier to manage multiple social media platforms from one central place.

Social Media Planning and Scheduling in StoryChief
Planning and Scheduling in StoryChief

Social Media Content Creation and Collaboration

Social media users are inundated with content, so it's essential to create content that stands out. When creating content, it's important to keep the target audience in mind. Content should be relevant, engaging, and shareable.

Content can take many forms, including images, videos, blog posts, infographics, and more:

  • Copy: Write clear, concise, and engaging content that speaks to your audience. Use hashtags and emojis to increase visibility and add personality to your posts.
  • Images: Use high-quality, visually appealing images that are relevant to your brand and message.
  • Short video: Create short, attention-grabbing videos that showcase your brand's personality and products or services.
  • Stories: Use Instagram and Facebook Stories to share behind-the-scenes content, promotions, and interactive polls or quizzes.
  • Live streams: Host live Q&A sessions, product demos, or interviews with industry experts to engage your audience and build relationships.
  • Curated content: Share content from other sources that is relevant and valuable to your audience.
  • User-generated content: Share content created by your followers, such as photos or testimonials.
  • Reels: Use Instagram Reels to create short, engaging videos that showcase your brand's personality and products or services.
Source: SproutSocial

By incorporating these tips into your social media content creation strategy, you can create high-quality, engaging content that resonates with your audience and helps you achieve your marketing goals.

Collaboration is also an essential component of social media management, especially for businesses with multiple team members or social media accounts. Content collaboration tools like StoryChief can help teams manage social media content creation, approval, and scheduling.

Social Media Engagement

Engagement is a crucial component of social media management. Social media platforms are designed for two-way communication, so it's important to engage with followers and customers. Responding to comments, messages, and reviews promptly can build trust and strengthen relationships with customers.

Social Listening

Social listening is the process of monitoring social media platforms for mentions of a brand, product, or industry. This allows businesses to stay informed about what their customers are saying and how they're feeling.

Community Management

Community management refers to the process of building and managing a social media community around a brand or product. This involves creating content that resonates with the target audience, engaging with followers, and fostering a sense of community.

Social Media Advertising

Social media ads can be a powerful tool for reaching a specific target audience quickly. Advertising platforms like Facebook Ads, Instagram Ads, and LinkedIn Ads allow businesses to create targeted ads that reach a specific audience based on demographics, interests, and behaviors.


Reporting is an essential component of social media management. By tracking and analyzing social media performance, businesses can identify areas for improvement and refine their social media strategies.

Social media management tools StoryChief offer analytics and reporting features that allow businesses to track engagement, reach, and conversions across multiple social media platforms.

Social Media Reporting in StoryChief
Social Media Reporting in StoryChief

The Best Social Media Management Tools

1. StoryChief - All-in-one Content Marketing Platform

Best features:

  • Features that promote teamwork and coordination.
  • Seamlessly connects with over 1,000 platforms including social media, CMSs, and email newsletters.
  • Allows for precise audience segmentation.
  • Utilizes UTM tracking for accurate monitoring.
  • Ability to tailor content to different social channels.
  • Ideal for managing multiple client accounts across various workspaces.
  • Empowers employees to advocate for your brand.
  • Supports popular platforms like TikTok, Pinterest, and Reels.
  • Offers tailored plans to suit your requirements.
  • SEO and readability score to boost organic traffic.
  • Get personalized AI-driven content suggestions
  • Utilize comprehensive social media analytics tools.

2. Hootsuite


  • Supports a wide range of social networks.
  • Robust scheduling and publishing capabilities.
  • Social listening and analytics tools.


  • Basic reporting features.
  • Complex interface for beginners.
  • Limited engagement features compared to specialized tools.

3. Buffer


  • Clean and intuitive design.
  • Robust scheduling capabilities.
  • In-depth analytics for performance tracking.


  • Limited social listening and engagement capabilities.
  • Less comprehensive reporting compared to some competitors.

4. Sprout Social


  • A comprehensive suite of social media management and analytics tools.
  • Audience behavior insights for targeted content.
  • User-friendly interface.
  • Offers social media listening tools.


  • Learning curve for utilizing all features effectively.
  • Limited support for some niche social networks.
  • Basic content planning features.

5. CoSchedule


  • Comprehensive marketing calendar.
  • All-in-one content marketing platform.
  • Efficiently plans and executes marketing strategies.


  • Advanced social listening features are limited.
  • May not offer in-depth competitor analysis.
  • Learning curve for utilizing all features effectively.
  • Integration options could be more extensive.

Explore more Social Media Management tools:

The Role of a Social Media Manager

A social media manager is responsible for managing a brand's social media presence, including creating and scheduling content, engaging with followers, and tracking performance metrics. Here are some of the key soft and hard skills required for effective social media management:

Soft Skills:

  • Creativity: Social media is a visual and dynamic medium, so social media managers must be able to think creatively and come up with fresh ideas for content.
  • Communication: Social media managers must be able to communicate effectively with their team, clients, and followers. They must also be able to write compelling copy that resonates with their audience.
  • Adaptability: Social media platforms are constantly evolving, so social media managers must be able to adapt quickly to changes in algorithms, trends, and best practices.
  • Customer service: Social media managers must be able to provide excellent customer service by responding to comments and messages promptly and professionally.
  • Empathy: Social media managers must be able to put themselves in their audience's shoes and understand their needs and preferences.

Hard Skills:

  • Analytics: Social media managers must be able to track and analyze key performance metrics such as engagement rates, follower growth, and website traffic.
  • Social media advertising: Social media managers must have a strong understanding of social media advertising platforms and headlines and be able to create and manage effective ad campaigns.
  • Graphic design: Social media managers must be able to create and edit graphics, carousels, and videos to use in their content.
  • Project management: Social media managers must be able to plan and execute a content calendar, work with team members, and meet deadlines.

By utilizing a combination of these skills, social media managers can help businesses build a strong social media campaign and strenghten relationships with their customers and achieve their marketing goals on social media.

person holding smartphone and scrolling on social media

Social Media Management for Different Industries


Social media management is essential for entrepreneurs looking to build and grow their businesses online. By managing their social media platforms effectively, entrepreneurs can increase brand awareness, engage with potential customers, and generate leads.

For entrepreneurs just starting with their social media marketing strategy, it's important to focus on creating high-quality content, engaging with followers, and building a community around their brand. Tools like StoryChief can help entrepreneurs manage their marketing campaigns more efficiently, freeing up time to focus on other aspects of their business.

B2B Marketers

Social media management is essential for B2B marketers looking to reach and engage with their target audience. By managing their social media platforms effectively, B2B marketers can build brand awareness, generate leads, and foster relationships with customers.

When managing social media for B2B marketing, it's important to focus on creating content that resonates with the target audience and provides value. Tools like StoryChief can help B2B marketers manage their digital marketing more efficiently, allowing them to focus on creating high-quality content and engaging with potential customers.


Social media management is essential for agencies looking to manage social media platforms for multiple clients. By managing social media platforms effectively, agencies can provide value to their clients and help them achieve their marketing goals.

When managing social media for multiple clients, it's a good idea to use social media management tools that can handle multiple accounts and offer collaboration features. Tools like StoryChief offer features like team management, content approval workflows, and reporting that make it easier for agencies to manage multiple social media accounts efficiently.

Social Media Management Resources and Tools

Managing social media platforms effectively requires a mix of skills and knowledge. To stay up to date with the latest trends, we have a list of additional resources you can use.

Navigate the social media landscape with confidence

Social media management is a multifaceted process that requires a combination of skills, tools, and strategies.

By utilizing a social media management platform, developing engaging and relevant content, and cultivating the skills necessary to succeed as a social media manager, businesses can effectively build and manage their social media presence and connect with their audience on a deeper level.

So, don't be intimidated by the ever-changing social media landscape – with the right tools and knowledge, you can confidently navigate it and achieve success.

Get a free content strategy consultation from one of our content experts to accelerate your growth. Bring content creation, collaboration, optimization, planning and scheduling together into one tool.