Social Media Marketing

Frequently Asked Questions (FAQs)

• What does a social media marketer do?

  A social media marketer is responsible for creating, curating, and managing content across various social media platforms to build a brand’s online presence, engage with its audience, and drive business goals (i.e. increased traffic, leads, and sales). Day-to-day tasks include developing and executing social media campaigns, creating and scheduling posts, monitoring engagement, and responding to customer inquiries or comments.

  Social media marketers or managers analyze performance data to measure the success of campaigns and adjust strategies as needed. They’ll also often collaborate with other marketing teams, work on paid advertising campaigns, manage influencer partnerships, and stay up-to-date on trends and platform changes to ensure their strategies remain effective. Ultimately, their goal is to grow the brand’s reach, foster customer loyalty, and achieve measurable business outcomes through social media channels.

• Do I need to go to school for social media marketing to get a job?

  A formal degree isn’t always a requirement to succeed as a social media marketer. Many professionals in the field are self-taught, having honed their skills through hands-on experience and a keen awareness of industry trends. In social media marketing, creativity, practical expertise, and strategic thinking often carry as much – if not more – weight than formal qualifications. The ability to build engaged communities on various social platforms, drive leads, and generate sales is a highly valued skill that can stand on its own merit.

  That being said, most employers do expect candidates to have a relevant undergraduate degree in areas like communications, digital marketing, advertising, or public relations. While a degree provides a strong foundation in core marketing concepts, it’s often seen as a way to validate that candidates, especially those new to the field, possess the essential knowledge needed for success in entry-level or junior positions.

• How much can I expect to earn as a social media marketer?

  According to Canada’s Job Bank, along with Indeed, Glassdoor, and Talent.com, the average salary for a social media manager is around $60,000 annually. While entry-level positions like social media coordinators can start around $50,216, the field offers significant growth potential as you gain experience. Senior social strategists can earn upwards of $100,000 per year; those who continue to climb the ranks to marketing director, VP, or even CMO can earn salaries up to $138,000.

• What are some possible specializations within social media marketing?

  There are lots of ways to specialize within social media marketing. While smaller companies and startups often hire generalist social media managers, larger organizations typically have specialized roles to manage specific aspects of their social media strategy.

  Paid social media specialists are hired by brands to focus on optimizing paid ad campaigns across social media platforms. They are responsible for budgeting, targeting, A/B testing, and analyzing performance data to ensure campaigns deliver a strong ROI.

  If you’re more interested in the strategic side of social media marketing, a brand strategist role might be a good fit. Brand strategists define the brand’s voice, messaging, and positioning on social media, ensuring consistency across all platforms. They create brand guidelines and work with marketing teams to align social media campaigns with broader business objectives, helping to build a cohesive, engaging brand identity.

  If the creative side of social media is more your thing, you might consider specializing in content creation. Content creators focus on producing engaging, shareable content that resonates with a brand’s audience. They are responsible for writing captions, designing graphics, and creating videos or other multimedia content, all tailored to suit the unique style and requirements of each platform.

• What kinds of skills do I need to succeed in social media marketing?

  Social media platforms evolve quickly. Staying up-to-date with trends and algorithm changes is critical for staying ahead. In fact, in-demand digital marketing skills are shifting rapidly across Canada, with data analytics, SEO, and content strategy topping the list of essential skills for digital marketers looking to stay competitive in the industry.

  One of the best things about social media marketing is the wide range of skills it requires – including creative, technical, and analytical. Success in this field relies on a balanced mix of these abilities. Key skills you’ll want to develop may include:

  • Content Creation: Strong writing, graphic design, and platform expertise (such as TikTok, Instagram, and others) are essential for producing content that captures attention and engages your target audience.
  • Audience Engagement: Building and nurturing relationships is at the heart of social media marketing. Skills in community management, customer service, and influencer outreach are important for fostering long-term engagement.
  • Analytical Skills: While creativity drives content, understanding performance is key. Analyzing data, measuring ROI, and optimizing campaigns based on insights are essential for continuous improvement.
  • Paid Social Advertising & SEO: Expertise in paid social strategies, budgeting, and social media SEO helps maximize reach and ensures content is seen by the right people.
  • Time Management & Organization: Managing multiple campaigns and tasks simultaneously requires strong organizational and time management skills.
  • Collaboration & Communication: Effective communication and collaboration with teams and clients ensure alignment across projects and successful execution of marketing initiatives.

  Social media marketing entails a diverse skill set and understanding when to apply them. It’s this blend of creativity, analysis and adaptability that makes the field dynamic, fast-paced, and constantly evolving.