Social Media Manager vs. Social Media Marketer: Is it the same role?

This topic might seem a bit off the beaten path for Meta paid advertising, but I think it's still relevant.

Not long ago, I shared a post on LinkedIn about two seemingly similar roles:

Social Media Manager and Social Media Marketer.

The post sparked a lot of debate online, so I thought it would be valuable to share my perspective with you.

Are these two different roles?

Can one person effectively handle both?

These questions have been the source of much discussion, so let’s dive into it.

Some people, myself included, often use these terms interchangeably, considering the differences as minor nuances.

However, when we break it down, the title "manager" could imply someone who primarily oversees communication on social platforms, while "marketer" suggests a broader focus on driving business growth through these platforms.

With this in mind, I’ve identified five key areas where these roles might differ, and people consider these roles totally separate.

I'll walk you through each one based on the following factors: Goals, Tools, Content Creation, Metrics and Skill Set.

1. Goals

The goals of SM Managers and SM Marketers, while related, are fundamentally different in their scope and impact.

Social Media Managers aim to maintain and grow a brand’s presence on social media.

Their primary focus is on increasing the brand's visibility and fostering a community around it.

This involves tactics such as organically boosting followers, engaging with the audience through comments and messages, and regularly posting content that aligns with the brand’s voice.

The ultimate goal here is to build and nurture a loyal audience that not only recognizes the brand but also actively participates in its online ecosystem.

Social Media Marketers, on the other hand, focus on driving overall business growth using social media as a key channel.

Their responsibilities extend beyond just maintaining the brand’s presence.

They aim to translate that presence into tangible business outcomes, such as increased sales, customer acquisition, and retention.

This means that every social media activity they undertake is tied back to broader business objectives, with a clear emphasis on metrics like revenue generation and lead conversion.

2. Tools

The tools used by Social Media Managers and Social Media Marketers reflect the distinct nature of their responsibilities.

Social Media Managers rely on platform-specific tools designed to streamline daily operations.

These include scheduling tools like Business Suite or Buffer, which allow them to plan and publish content efficiently across multiple platforms.

They also use analytics tools that track engagement metrics, helping them understand how their content is performing in real-time and make adjustments accordingly.

Their toolkit is primarily focused on maintaining the smooth operation of social media channels and ensuring consistent content output.

Social Media Marketers require a broader set of tools that enable them to execute comprehensive marketing strategies.

In addition to using the tools Social Media Managers rely on, they also use tools like Google Analytics and Meta Ads Manager to measure the effectiveness of their campaigns.

These tools provide insights into how social media efforts are contributing to overall business objectives, such as tracking the ROI of campaigns, understanding customer journeys, and optimizing ad spend.

Their toolkit is geared towards integrating social media efforts with wider marketing campaigns and ensuring that these efforts are contributing to the bottom line.

3. Content Creation

Content creation is a central task for both roles, but the scope and approach differ significantly.

Social Media Managers focus on the day-to-day creation of content that keeps the brand visible and engaged with its audience.

This involves developing content calendars, posting updates, stories, and live videos, and using a variety of visuals like images and videos to keep the audience entertained and informed.

Their content is usually more reactive and designed to maintain a steady flow of communication with the audience.

The emphasis here is on consistency and keeping the brand top of mind. This involves working with designers, videographers to craft content.

Social Media Marketers, however, are responsible for developing long-term content strategies that align with broader business goals.

They create content plans that not only engage the audience but also drive them towards specific actions, such as making a purchase or signing up for a newsletter.

This often involves creating briefs for Social Media Managers, designers, and videographers, ensuring that all content produced fits within a larger marketing strategy.

Their role is more proactive, planning both organic and paid campaigns that are designed to achieve specific business outcomes over a longer period.

4. Metrics

The metrics tracked by each role highlight their differing priorities.

Social Media Managers focus on social engagement metrics, such as likes, shares, comments, and follower growth.

These metrics give them insight into how well the brand is connecting with its audience on social platforms.

They monitor the performance of each post, looking at metrics like reach, impressions, and engagement rates to gauge the effectiveness of their content and make necessary adjustments to improve future posts.

Social Media Marketers go beyond engagement metrics to track metrics that reflect broader business impact.

They monitor conversion rates, lead generation, customer lifetime value (CLV), customer acquisition cost (CAC), and churn rate.

These metrics help them understand how social media activities contribute to the overall business, from acquiring new customers to retaining existing ones.

Their focus is on the end-to-end customer journey, ensuring that social media efforts are driving meaningful business outcomes.

5. Skill Sets

The skill sets required for these roles, while overlapping, have distinct emphases. Though, I think a marketing professional should have all of the below skills. 

Social Media Managers need strong creative skills, as they are responsible for producing engaging content on a regular basis.

This includes copywriting, basic graphic design, and a deep understanding of social media algorithms.

They need to be able to craft messages that resonate with the audience and are adept at using various tools to enhance the visibility of their posts.

Social Media Marketers, in contrast, require a blend of creative and analytical skills.

While they need to understand the basics of content creation, their primary focus is on data analysis, market research, strategic planning, and budgeting.

They need to be able to analyze the performance of social media campaigns, identify trends, and make data-driven decisions to optimize their strategies.

Their role is more about translating creative efforts into measurable business results.

My Take

In my opinion, the terms "manager" and "marketer" should be considered synonymous when it comes to social media.

As a social media professional, you should be able to perform both roles—managing daily tasks while also understanding and implementing broader marketing strategies.

Whether your strengths lie in creative copywriting or analytics, it's crucial to have a solid grasp of both areas to truly excel in your field.

Being a marketing pro means not just understanding how to engage an audience but also knowing how to drive tangible business results through your social media efforts.

If you are currently working solely as a Social Media Manager, it’s essential to broaden your skill set.

The rise of AI means that many of the tasks associated with managing social media, such as content creation and customer support, can now be automated.

To stay relevant and advance your career, you need to develop marketing skills that go beyond content management.

It's similar to the debate between a Media Buyer and a Meta Ads Manager.

While some see them as distinct roles, in many ways, they overlap.

To truly excel, you need to master both areas.

What’s Your Take?

I’m curious to hear your thoughts on this topic.

Do you see a clear distinction between these roles, or do you also consider them to be one and the same?