How Much Does a Social Media Manager Make in US & Canada?
Social media is still a crucial part of any successful digital marketing strategy. Because of this, social media managers remain in demand. Discover how much they—and other pros in the industry—make with our comprehensive guide on social media salaries.
How much does a social media manager make?
That’s a fair question, considering it’s a popular job among people who want to get into digital marketing. The quick answer is it’s competitive, both in Canada and the US. So what exactly do social media managers do that merits this compensation, and what skills affect their base pay?
This post breaks down the average salary of social media managers in Canada and the US. Other jobs in social media, from entry-level work to executive titles, are also covered. And at the end of the post, you’ll find useful tips on how and where to find social media jobs, even if you have zero working experience.
Social media manager roles are often considered mid-level openings. But in practice, quite a number of businesses are willing to hire fresh graduates or candidates with no previous experience to manage their social presence. Take a look at how these pros are compensated in Canada and the US.
How much does a social media manager make?
What do social media managers do?
…But first, we need to figure out what it is that social media managers do.
To put it briefly, a social media manager manages a brand’s presence on social media—and beyond. Social media managers are usually expected to:
- Support the development of a brand’s online identity
- Create or re-purpose content for social media posts
- Schedule posts on social platforms participated in by a brand
- Curate content calendar for important events
- Coordinate with social media and marketing team to create relevant campaigns
- Reach out to influencers related to the brand’s industry for influencer or affiliate marketing opportunities
- Interact with the audience to address concerns or questions
- Monitor and set key metric targets across platforms and posts
- Learn audience pain points and interests
- Use audience data to create conversion strategies
- Analyze competitor strategies
- Keep track of social media trends to adjust content and conversion strategy
- Report a social platform’s performance to key stakeholders
- Suggest changes or improvements to the brand’s overall marketing strategy
A social media manager’s career path is non-linear. While some opt for more senior positions, others hop over full-time to social media marketing. In contrast, a few social media managers leave their companies to start a social media management or social media marketing agency.
What is the average salary for a social media manager?
Data in this table comes from anonymous responses on Built In, 2,891 salaries submitted to Glassdoor, 3,452 salaries submitted to Payscale, >1,800 salaries submitted to Indeed, and ADP employee payroll data on ZipRecruiter.
Average salaries in other social media jobs
1) Social media coordinator
2) Community manager
3) Social media marketing manager
4) Social media strategist
5) Social media assistant
6) Content manager
Salaries of high-ranking social media positions
1) Social media director
2) Digital marketing director
3) Chief marketing officer
Skills that affect the salary of a social media manager
As you may have guessed, social media managers and other pros in the industry have a diverse set of skills. We broke down the most common skills social media professionals have into three categories, to give you an idea of what can help you in this field:
- Social media content strategy
- Brand positioning
- SEO research
- Content creation (e.g., copywriting, graphic design, video editing, etc.)
- Community management
- Wordsmithing key messages & PR angles
- Conversion and engagement strategy
- Researching social media platform algorithm changes
- Competitor research
- Use of social media tools (e.g., social listening tools, publishing tools, etc.)
- Communication (e.g., empathy, public speaking, networking, customer service skills, etc.)
- Project & campaign management
- Budget management
- Awareness of current events & trends
- Time management
- Data analysis, community & platform analytics
How to become a social media manager
Finding entry level social media jobs
It’s generally advised to prepare before looking for a job. However, looking through job adverts can help you get an idea of what you need to prepare. For instance, notices for entry-level social media jobs and entry-level marketing jobs list the requirements and skills candidates must have. They also list each role’s primary responsibilities, which helps you personalize your cover letter and CV.
Prepare for the interview
Once you have your sights set on a job, you need to prepare three things before you apply for it. Namely, your:
1) Cover letter
Entry-level social media cover letters pique the interest of recruiters, even with zero experience in social media. Highlight experiences that match an employer’s ideal. Any volunteer experience, part-time job, major group projects, or similar experiences that clearly demonstrate your competencies are your best bet.
A good cover letter will compel employers to read your CV and social media portfolio. A CV is a quick list of the skills and services you offer, as well as a more comprehensive list of your achievements, internships, and school experience. Your portfolio, meanwhile, should show your problem-solving process, and the positive results from
Your next step, once a potential employer calls, is to nail your interview. Social media interview questions test your knowledge of social media, lead generating strategies, and technical skills. Recruiters also ask general HR questions to assess behavioral tendencies, so they can get a feel for how you’ll fit in their company.
But what if you’re still in school, or not ready to make the jump to working? What if you want more experience before you dive into a job hunt? You have options to get you ready for a career in social media.
Remote marketing internships (or apprenticeships) for experience
With summer just around the corner, a remote marketing internship is a great way to kickstart your social media career. You’ll experience a work environment typical for the career you’re pursuing, and discover how your target role works. However, there’s another way to gain work experience tailored to your interests.
An apprenticeship allows you to experience the day-to-day of entry-level social media jobs. It gives you the chance to build real-world experience, start a network, and gain testimonials, certification, and pieces you can put in your CV and portfolio.
Five years in journalism, two in proofreading, and eight in freelance ghostwriting. Creating content that's entertaining, informative, and actionable shapes my writing. When not scrutinizing my copy, I'm likely watching hockey.
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