While smaller companies and startups may often opt for generalist social media marketers, larger organizations are more likely to bring in specialized roles such as paid social media specialists and brand strategists. Paid social media specialists manage the budget and analysis of paid ad campaigns, while brand strategists craft brand guidelines and develop positioning and messaging.
Social media managers, on the other hand, are more generalist roles. They oversee and manage a company’s social media accounts, develop social strategy, create content for each channel, and handle community engagement. They also analyze social media metrics and optimize strategy.
Some social media marketers become community managers, which specialize in managing and building a brand’s online communities. It involves audience engagement, responding to comments, community advocacy, and also collecting feedback from potential customers.
Others may choose the career path of social media content creators, who craft shareable and engaging content. This role is also usually responsible for video production, caption writing, graphic design, and producing other kinds of multimedia content.