Social Media Manager
The Social Media Manager defines and steers an organization’s presence on social networks. They choose the platforms, coordinate content and analyze results in order to grow its visibility and reputation.
In the cultural sector, they can promote an institution, an artist, an exhibition, a festival or a work.
On this page:
- The Role of the Social Media Manager
- Main responsibilities
- The skills required
- Fields of Practice
- The Difference from the Community Manager
- Programs for pursuing this profession
- Salary and Freelance Status
- Career Progression
In Brief: The Social Media Manager Profession
| Other Job Titles | social media manager, social network manager, Social Media Strategist, social media consultant |
|---|---|
| Recommended Education Level | Bac+3 to Bac+5 in communication, digital marketing, social media, or content creation. A Bac+5 is often sought for strategic positions |
| Salary | As a guide, 80% of digital marketing manager offers range between €33,000 and €60,000 gross/year, variable pay included, with an average of €46,000 (source: Apec) |
| Employers | communication and digital agencies, companies, media, content platforms, cultural institutions, museums, festivals, performance venues, production houses, and artist agencies |
| Key Skills | social media strategy, content creation, editorial calendar, online advertising, social listening, e-reputation, audience and campaign analysis, project, budget, and crisis management |
| Career Progression | Head of Social Media, digital marketing manager, communications manager, digital strategy manager, Brand Manager, social media consultant, or digital agency director |
| IESA Program | Master Cultural Communication Strategy – Bac+5 in two years, accessible after a Bac+3, with work-study possible |
What Does the Job Involve?
The Social Media Manager builds an organization’s social media strategy.
They identify the audiences, platforms, and formats best suited to their objectives.
They also look after the organization’s image, follow online conversations, and measure the performance of the actions taken.
What Are a Social Media Manager’s Duties?
Their main duties are as follows:
- conduct an audit of existing accounts
- define the social media strategy
- choose priority platforms and audiences
- build the editorial calendar
- coordinate the creation and distribution of content
- manage paid advertising campaigns
- monitor e-reputation and anticipate crisis situations
- analyze results and propose improvements
Depending on the size of the team, they may also publish content, respond to internet users, and manage Community Managers.
What Skills Do You Need to Become a Social Media Manager?
The job requires mastery of:
- the uses and formats of the main platforms
- editorial strategy and content creation
- Social Media Advertising
- scheduling and publication management tools
- social listening and monitoring
- audience and campaign analysis
- project and budget management
- rules on copyright, image rights, and commercial partnerships
The Social Media Manager must also have good writing skills, creativity, and a strong analytical mind. Responsiveness and the ability to handle a crisis are also important.
Knowledge of the cultural sector makes it possible to adapt content to works, artists, events, and different audiences.
Where does a Social Media Manager work?
A Social Media Manager can work:
- in a communications agency or a digital agency
- within a company’s marketing department
- for a media outlet or a content platform
- in a cultural or heritage institution
- for a museum, a festival or a performance venue
- in a production company or an artist agency
- as a consultant or freelancer
Their responsibilities depend on the size of the organization. In a small team, they may handle the entire production. In a large organization, they focus more on strategy, management and analysis.
How to become a Social Media Manager?
No specific degree is required. However, recruiters look for candidates trained in communication, digital marketing or content creation.
Several paths are possible:
- BTS or BUT in communication or marketing
- bachelor’s degree in digital communication
- master’s degree in communication, digital marketing or social media
- business school or institution specializing in digital technology
A Bac+5 is often sought for positions with a strong strategic dimension. Work-study, internships and managing real social accounts remain decisive.
Train in social media strategy at IESA
The Master Cultural Communication Strategy is a two-year program open after a Bac+3. Work-study is possible.
The program notably develops skills in:
- communication strategy
- social media strategy
- influence and digital media
- digital marketing and data marketing
- content creation
- campaign management
- crisis management
- results analysis
The program leads to the level 7 title Global Communication Manager, registered with the RNCP under number 40856.
What is the difference between a Social Media Manager and a Community Manager?
The Social Media Manager defines the strategy, objectives, platforms and performance indicators.
The Community Manager manages communities day to day. They publish content, reply to messages and moderate discussions.
This distinction is not always strict. In small organizations, the same person may handle both roles.
What is a Social Media Manager’s salary?
Pay depends on experience, location, sector and the responsibilities assigned.
There is no Apec benchmark isolating only the Social Media Manager profession. For comparison, Apec indicates that 80% of the salaries offered to digital marketing managers fall between €33,000 and €60,000 gross per year, variable pay included. The average shown is €46,000 gross per year.
This benchmark covers broader roles and several levels of experience. It should therefore not be presented as the exact or entry-level salary of a Social Media Manager.
Source: Apec, "Digital Marketing Manager" profile, accessed in September 2026.
Working as a freelance Social Media Manager
The Social Media Manager can work for several clients as an independent.
They must then manage:
- prospecting and client relations
- defining their services
- quotes, contracts and invoices
- organizing several editorial calendars
- results tracking and reporting
There is no single daily rate. The price depends on experience, the number of platforms, the volume of content, advertising campaigns and the level of support requested.
What career progression for a Social Media Manager?
With experience, the Social Media Manager can lead a team or take charge of a broader digital strategy.
They can notably move into the following roles:
- Head of Social Media
- digital marketing manager
- head of communications
- digital strategy manager
- Brand Manager
- social media consultant
- digital agency director