Social media specialist is a professional responsible for planning and implementing the social media strategies of a brand to improve marketing and sales. This role demands a deep understanding of social media platforms, trends, and the latest updates of the online advertising sector. 

Along with managing the ad campaigns, they look after online customer communities by interacting with followers and responding to queries in a timely manner. Latest study by Forbes shows 77% of small businesses use social media to connect with their customers.

Job responsibilities of social media specialist

  • Create and implement social media strategies that align with the company’s goals and target audience. This includes setting objectives, identifying key performance objectives (KPIs) and choosing the best platforms and content types.
  • Craft engaging content such as text posts, videos, graphics and blogs. This also involves scheduling posts, managing content calendars, and maintaining a consistent brand voice across all channels. 
  • Regularly engage with the audience by responding to their comments, messages and reviews in a professional manner. 
  • Regularly track the performance of campaigns and content using analytics tools. Prepare reports on metrics like engagement rates, follower growth, and conversion rates.
  • Plan and execute paid social media campaigns and content using analytics tools. Prepare reports on metrics like engagement rates, follower growth, and conversion rates to understand the effectiveness of strategies.
  • Identifying and partnering with influencers or brand ambassadors to expand brand reach and credibility.

A social media specialist must possess a mix of creative, analytical and communication skills, along with a good understanding of social media platforms and digital marketing trends.

Educational Qualifications of a Social Media Specialist  

The educational requirements of a social media specialist can vary depending on employer and nature of his role. While a specific certification is not required, employers normally consider a good combination of education, practical experience and ability to engage and grow an audience on social media platforms. 

Bachelor’s degree

Although a bachelor’s degree is not mandatory to be a social media specialist, knowledge in areas relevant to marketing and public relations is preferred.  

Certifications in social media marketing course

There are specialized courses available on online and offline platforms that focus specifically on social media management and digital marketing. Examples include Hootsuite social media certification, Facebook blueprint certification, and offline institutes offering similar certified courses.    

Self-acquired knowledge and experience

A deep understanding of various social media platforms ( like Facebook, Twitter, Instagram, and Linked In) and their specific algorithms, advertising systems, and user demographics is crucial, irrespective of your educational qualification 

Essential Skills of Social Media Specialist

Here are some essential skills a social media specialist should have to begin their career. Developing these skills can help them manage a brand’s social media, engage with the audience and contribute to the overall success of the client’s digital marketing efforts. 

  • Ability to create engaging content to publish on relevant social media platforms.
  • Keeping up with the latest social media trends and understanding how to use them for brand benefits.
  • Understanding how social media impacts search engine optimisation and how it relates to overall content marketing strategies.
  • Managing multiple platforms and campaigns requires excellent organisational and time management skills.
  • Understanding how to collaborate with influencers and other brands for an expanded reach and credibility.
  • Knowledge of ethical considerations and practices in social media, including respect to privacy and understanding of implications of the shared contents. 

Career Paths

A career as a social media specialist offers various opportunities in diverse industries and fields depending on your interests and skills. Here are some potential career choices and advancements to begin with your searches.

Social Media Manager

After gaining experience, social media specialists can get promoted to senior management roles. This lets you deal with large social media campaigns, a team of specialists and other aspects of a company’s social media strategy.

Content Manager

Specializing in content lets you manage the creation and curation of all types of content (text, videos, images) across various platforms and ensure it aligns with the brand’s voice and objectives. 

Digital marketing Manager

Improving your skills in related fields of Social media marketing, like SEO, email marketing, content marketing, etc, gives you wider opportunities for growth. You can also excel in positions like brand strategist by learning these skills.

Social Media Analytics Specialist

Focusing on analytical side, this role involves interpreting data to make necessary changes in strategies, understanding user behaviour, and measuring the effectiveness of campaigns

Social media Influencer 

Build a strong online presence to leverage your audience to partner with brands, promote products, and create your own unique content. 

Corporate Communications

Integrating social media expertise into broader communications and PR roles equips you to join in corporate communication roles and public relations. You can grab better offers from MNCs by managing the company’s overall communication strategy.   


The salary of a social media specialist can vary depending on various factors like location, industry, and experience. Salaries for social media specialists can be higher in metro cities like Mumbai, Bangalore, Delhi, and Hyderabad compared to smaller cities and towns. Similarly, industries like technology, e-commerce, and media are known to offer better packages for social media professionals compared to others.   

Entry-level specialists with less than two years of experience can expect to earn anywhere between 2 Lakhs and 4 Lakhs per year. Professional roles like social media manager with 3-5 years of experience earn 4-8 lakhs annually. While senior lead roles with more than 5 years of experience can demand salaries of 8 lakhs to 15 lakhs per year or even higher. 


Social media specialists are in demand across a wide range of industries, and businesses have started to recognize the importance of a strong online presence. Recent studies show a 10% growth rate in marketing-related jobs from 2020 to 2030. The entertainment industry and healthcare marketing roles are highly competitive. Here are the major employers of social media specialists as of now

Digital marketing agencies 

The agencies work with various clients across industries and require experts in social media to manage and execute campaigns. Specialists can find opportunities in content strategy, paid advertising, analytics, and community management. 


Major companies always maintain in-house teams for online advertising projects. Since social media plays a major role in building brand value, nobody can compromise in the competition. Top tech companies like Google, Microsoft, Apple, and Amazon are major employers of social media specialists.       

Media and entertainment 

From broadcasting giants like Disney and Star India to News Outlets like NDTV, the media industry utilizes social media to communicate with audiences and promote their content. They typically prefer specialists in content creation, influencer marketing, and community management

Freelancing Opportunities

The freelance platforms offer flexible options for social media specialists with independent work environments. You can search for freelance gigs on job-finding platforms like Indeed, Glassdoor, and other professional networking platforms. Upwork, Fiverr, Guru, etc, are popular platforms to connect with clients and showcase your work.

Application Instructions

Update your resume

Target each resume to the specific position by highlighting relevant skills and achievements. Include specific platforms you are proficient in, campaigns you have managed and your success stories.

Craft an effective cover letter

Write a cover letter that conveys your interest in social media and understand the requirements of the recruiter to customize the skills. Be specific about your skills and experiences that align with the job description.

Prepare a portfolio

Preparing an excellent portfolio gives an extra advantage in the competitive job market. Include your past experiences and passion for the industry in portfolio.

Prepare for interviews

Once you get an interview call, prepare to demonstrate your skills and interest to the interviewer. Spend time improving your soft skills like communication, adaptability, and confidence for a smooth career journey.

Wind Up

The demand for social media specialists is growing along with fast digitalization and rising social media consumers. Businesses are in a rush to shift from traditional marketing methods to utilising digital channels for advertising. You will need consistency and commitment to be updated on trend shifts and to excel in the world of social media

Aviv Digital is one of the leading Digital marketing course in kochi. We offer a wide variety of globally recognized certification programs that include SEO, SEM, SMM, Email Marketing and Inbound Marketing courses. For more details, Contact us at: +91 8156998844