How to become a Social Media Manager in Australia

How to become a Social Media Manager in Australia

Social Media Managers are a relatively new breed of marketing and communication professionals, responsible for building and maintaining the online reputation of a business or organisation. They are in charge of monitoring and updating a brand’s social channels, such as Facebook, Twitter, Instagram, Linkedin and Google Plus. Social Media Managers represent the online voice of a company, interacting with current and potential customers on a daily basis. They write blog posts and articles, monitor and respond to customer comments and enquiries, curate and create videos and memes that align with their brand’s image and select strategic partnerships and endorsements of other brands.

A Social Media Manager is also responsible for developing and executing digital marketing campaigns across multiple platforms, tailoring strategies to each of the specific sites utilised by the company. They gather and analyse results and data regarding the success of online campaigns and produce reports outlining their successes and failures. Social Media managers use various analytical tools to track and document user visits to the various social sites used by a company as well as how much of their website traffic is derived from social media. They monitor and assess which content performs best across the various platforms and tailor each channel in an effort to increase their audience.

Do you love the online world of social interactions? Do you want to be a master of Facebook, Twitter and Instagram? Here are the steps you will need to take to become a Social Media Manager.

Step 1: Build your online presence.
The first step on your way to becoming a Social Media Manager is to build up your own profile on as many of the social sites as you can. No employer is going to consider hiring you if you can’t show that you know how to make the most of the major social channels, so make sure you are signed up to Facebook, Twitter, Linkedin, Google Plus, Instagram and Snapchat and start to fill your pages with content. Read blog posts and articles to learn the ins and outs of each of the various platforms and try to utilise different techniques to see what works best in each case. It is important that your online presence is neat, engaging and regularly updated, so don’t worry too much about getting millions of followers just yet, focus on creating a cohesive and well-curated profile across all the social channels. You can also use this as a way to begin to market yourself and your social media skills, so keep that in mind when uploading content.

Step 2: Study marketing or communications.
Most employers will look for Social Media Managers that have some formal education in a relevant field. This can include social media marketing, communications or journalism, among other things. There are many skills that can be helpful to a Social Media Manager, from copywriting to research to search engine optimisation, so think about what aspects appeal to you and enrol in the course or courses that will benefit you the most.

Step 3: Network and promote yourself.
Now that your social media presence is solid and you have secured some education, it’s time to start networking and promoting yourself through the very same social channels you wish to manage for other people. Test out marketing strategies on all the different sites and you will start to learn what works and where, this is valuable information for when you get your first job or client. Research and attend networking events and seminars and make sure you join other online communities and forums that can connect you with employers and other social media professionals. Research companies that you would like to work with and contact them to see if you can help out with their social media needs, volunteering your services can be a valuable way to gain experience, references and referrals when you are just starting out.

Step 4: Stay current.
The social media landscape is constantly evolving, so it is important to keep abreast of all the latest technologies, methods and trends. Make sure you regularly read industry blogs and articles, follow other companies that utilise social media and continue to practice and hone your craft. You will also need to stay up-to-date with aspects of social interaction such as pop-culture, politics, and fashion, in order to keep producing fresh and relevant content that not only follows but sets trends.

What does a Social Media Manager do?
Social Media Managers are responsible for creating and maintaining the online image and reputation of a business or organisation. They monitor and update the numerous social channels used by the company, such as Twitter, Instagram, Facebook and Linkedin, ensuring that they are engaging and well maintained. Social Media Managers produce written materials such as blog posts and articles, create visual content in the form of memes, graphics and videos and curate and repost relevant articles and content from other sites. They are also responsible for communicating with existing and potential customers that contact the company via social media, making them a large part of the customer service team.
In addition to the day to day maintenance and updates, Social Media Managers develop and implement digital marketing strategies across all the various platforms. Because each of the social channels functions differently, marketing strategies have to be carefully constructed and tailored to each. The Social Media Manager monitors traffic to all the sites and analyses the results of marketing campaigns on each social channel to produce reports and documents for management and sales personnel.


  • Building company presence across multiple social platforms.
  • Writing blog posts and other articles.
  • Responding to customer posts and messages.
  • Creating images and video posts.
  • Curating and reposting memes, articles and viral videos from multiple sources.
  • Monitoring and recording online traffic and behaviours.
  • Developing and implementing online marketing strategies.
  • Maintaining up to date knowledge of pop-culture and other social trends.
  • Keeping abreast of current and emerging social platforms and technologies..

Skills for Success
Social Media Managers need to be organised and dedicated to maintaining a high level of productivity. They need to be creative, innovative and insightful, able to spot and predict trends. A successful Social Media Manager must be patient and responsive and level-headed when confronted with negative comments and posts. They need to be tech savvy and great at research with good marketing skills and a sense of humour. In order to get the best results, a Social Media Manager should also have some grasp of search engine optimisation (SEO) and have great attention to detail, particularly in regards to grammar and spelling.

Skills & Attributes

  • Passion and dedication.
  • Patience and diligence.
  • Innovation and creativity.
  • Solid research skills.
  • Good grammar and spelling.
  • Technical proficiency.
  • Attention to detail..
  • Ability to recognise and predict patterns and trends.
  • Great marketing skills.

Average Salaries

What is the average annual salary of a Social Media Manager in Australia?
In Australia, the average salary of a Social Media Manager is around $56,778 per year. This varies greatly depending on a number of factors and is intended as a reference only, from Payscale 04/18

min $40 K
max $82 K
av $57 K