Building a Career in Social Media: Roles, Skills, and Future Opportunities

Social media has become a powerful tool for marketing products, engaging with customers, and enhancing brand image through techniques like ads and SEO optimization. According to Forbes, digital marketing roles, including social media, are expected to grow by 6% by 2032. Additionally, the industry is expected to be worth $1.5 trillion by 2030.

A career in social media, such as a digital marketing manager, will be essential for strategizing a digital presence and building a loyal customer base.

Career in Social Media: Starting from Entry-Level to Advanced Roles

To transition from an entry-level role like a Social Media Marketing Intern to a Manager, focus on mastering data-driven strategies using tools like Google Analytics and platform insights.

Proficiency in these tools is necessary for jobs like Digital Marketing Manager, where data-driven decision-making is crucial for success and growth within an organization.

Improve content creation skills with design and editing software (e.g., Canva, Adobe Premiere Pro) while using AI tools like ChatGPT for content generation and optimization.

Learn how to utilize marketing tools and techniques to boost your online presence and engage with customers. Enroll in the Online Digital Marketing Courses and build a career as a digital marketing specialist.

Here are the different job roles in social media.

Entry-Level Roles in Social Media

Entry-level roles in social media, like Social Media Intern or Assistant, require skills in content creation, basic graphic design, copywriting, and platform management. Industries like tech startups and e-commerce companies are the largest employers for these roles, as they need skilled professionals to manage their social media platforms.

Here are the different entry-level roles that can help you build a career in social media.

1. Social Media Marketing Intern

Average Annual Salary: INR 1.2L

A social media marketing intern assists in managing and executing social media campaigns across multiple platforms to increase brand awareness and engagement.

You can find job opportunities for this role in marketing agencies, startups, and large corporations with in-house teams. To increase your chances of landing a role, you need to have a portfolio of content creation work, even if it’s from personal projects.

Roles and Responsibilities:

• Create and schedule daily content across social media platforms (Instagram, Facebook, Twitter, LinkedIn).
• Track and report on social media performance metrics using platform insights.
• Assist in brainstorming and executing campaigns, including influencer outreach.

Skills Required:

• Proficiency with social media management tools (e.g., Buffer, Hootsuite).
• Basic graphic design skills (Canva, Adobe Spark).
• Familiarity with social media analytics and performance tracking.

2. Copywriter

Average Annual Salary: INR 5L

As a copywriter, you’ll write clear, compelling copy for digital platforms to promote products, services, or brands in alignment with marketing strategies.

Roles and Responsibilities:

• Develop engaging copy for social media posts, websites, and email campaigns.
• Collaborate with designers and marketers to ensure content aligns with brand voice.
• Edit and verify content to ensure accuracy and clarity.

Skills Required:

• Very good writing, editing, and proofreading skills.
• Knowledge of SEO techniques to optimize content.
• Experience working with content management systems (e.g., WordPress).

Learn how to master the skills needed to drive targeted traffic, improve ad performance, and boost ROI. Join the free course on the Basics of Search Engine Marketing.

3. Social Media Analyst

Average Annual Salary: INR 4L

A social media analyst analyzes social media performance and audience behavior to give actionable insights and optimize campaigns.

Roles and Responsibilities:

• Monitor social media platforms' performance and user engagement.
• Generate reports on KPIs like engagement, reach, and conversion.
• Work with marketing teams to refine social media strategies.

Skills Required:

• Proficiency with analytics tools (Google Analytics, Facebook Insights).
• Strong knowledge of social media metrics and KPIs.
• Attention to detail and critical thinking for trend analysis.

4. Content Curator

Average Annual Salary: INR 3.2L

A content curator will research and select relevant, high-quality content for social media channels to engage audiences and support brand strategy.

Roles and Responsibilities:

• Maintain an editorial calendar to ensure consistent posting.
• Evaluate the performance of curated content and adjust strategies accordingly.
• Collaborate with content creators to align with brand goals.

Skills Required:

• Proficiency in SEO and keyword research to optimize content for search engines.
• Expertise in writing for specific formats like landing pages and email campaigns.
• Ability to create brand-specific voice and tone for different platforms (e.g., casual for social, professional for email).

Also Read: What is Content Writing? How to Build a Career in Content Writing?

5. Engagement Coordinator

Average Annual Salary: INR 4L

An engagement coordinator manages direct interactions with the community across social media platforms to build relationships and increase engagement.

Roles and Responsibilities:

• Respond to customer inquiries and comments on social platforms.
• Build and nurture relationships with influencers and brand advocates.
• Monitor social media conversations and respond to brand mentions.

Skills Required:

• Experience managing social media communities with tools like Sprout Social, Brand24, or Disqus.
• Strong skills in moderating sensitive conversations on platforms like Facebook Groups or Reddit.
• Familiarity with sentiment analysis tools (e.g., Lexalytics) to analyze public opinion and adjust engagement strategies.

6. Social Media Community Manager

Average Annual Salary: INR 5.4L

In this job role, you will participate in online community interactions, building positive relationships and brand loyalty across social media platforms.

Roles and Responsibilities:

• Manage social media communities, ensuring active engagement and growth.
• Develop strategies to improve community engagement and participation.
• Moderate discussions and address negative comments or issues.

Skills Required:

• Ability to handle social media communities on platforms such as Facebook Groups or Discord.
• Strong proficiency with community management platforms like Slack, Hootsuite, or Mighty Networks for content scheduling and communication.
• Ability to develop and execute user-generated content (UGC) campaigns to drive community engagement.

7. Marketing Research Analyst

Average Annual Salary: INR 5L

The marketing research analyst collects, analyzes, and interprets data to help businesses make informed marketing decisions and improve strategies.

Roles and Responsibilities:

• Carry out market research to gather insights about consumer behavior and trends.
• Analyze and present data to support marketing and product decisions.
• Monitor competitor strategies and industry developments.

Skills Required:

• Proficiency in using data analytics tools like Tableau, SPSS, and Google Data Studio for advanced market research.
• Experience conducting competitive analysis and consumer surveys with tools like Qualtrics or SurveyMonkey.
• Ability to provide research findings using data visualization tools such as Power BI or Google Analytics Dashboards.

Also Read: How To Do Market Research? – [Ultimate Guide]

An entry-level career in social media builds foundational skills such as content creation and community engagement, which will help you advance to more specialized roles.

Now, let’s explore advanced careers in social media, which involve managerial roles and strategic functions.

Advanced Level Roles in Social Media

Advanced careers in social media involve roles like Social Media Manager and Social Media Strategist. These jobs require you to possess advanced skills such as data-driven decision-making and expertise in developing and executing multi-channel campaigns.

Unlike entry-level roles, these positions focus on strategic planning, performance analysis, and leading teams to achieve broader business goals.

Here are some advanced roles that will help you build a career in social media.

1. Social Media Specialist

Average Annual Salary: INR 3L

A social media specialist creates, curates, and manages content across different social media platforms to increase brand awareness and engagement.

Roles and Responsibilities:

• Develop and execute social media content plans aligned with marketing goals.
• Monitor and track social media trends and competitor performance.
• Engage with the online community by replying to comments and direct messages.

Skills Required:

• Knowledge of social media platforms like Instagram, LinkedIn, and TikTok.
• Ability to use analytics tools (Google Analytics, Facebook Insights) to track and report on KPIs.
• Strong copywriting and visual content creation skills using tools like Canva.

2. Social Media Manager

Average Annual Salary: INR 3.6L

In this role, you will design a social media strategy for a brand, manage content creation, and track engagement while leading a team to carry out campaigns.

Roles and Responsibilities:

• Manage a team of content creators and community managers.
• Track and analyze social media performance to improve strategies.
• Coordinate paid social media campaigns and influencer marketing efforts.

Skills Required:

• Expertise in paid media campaigns ( Instagram Ads, Facebook Ads, LinkedIn Ads).
• Advanced proficiency in social media analytics tools (Sprout Social, Google Analytics).
• In-depth knowledge of brand positioning and social media strategy.

3. Marketing Communications Associate

Average Annual Salary: INR 6L

The marketing communications associate assists in executing marketing campaigns, designing brand messaging, and developing content that aligns with business goals.

Roles and Responsibilities:

• Coordinate marketing materials and messaging for various channels (social media, email, etc.).
• Work with design teams to create content that supports campaigns.
• Help manage relationships with external agencies and partners.

Skills Required:

• Expertise in email marketing platforms (Mailchimp, HubSpot).
• Strong writing skills for designing email, social media, and blog content.
• Proficiency with content management systems like WordPress or Squarespace.

4. Brand Advocate

Average Annual Salary: INR 2L

A brand advocate is a representative of a brand, promoting its products or services through word-of-mouth and social media engagement.

Roles and Responsibilities:

• Share your positive experiences with the brand on social media platforms.
• Engage with potential customers and address queries about the brand.
• Promote brand events, product launches, and campaigns.

Skills Required:

• Strong communication skills for creating engaging and persuasive content.
• Proficiency in social media management tools (e.g., Buffer, Sprout Social).
• Ability to measure the efficiency of advocacy programs through metrics like engagement rate and conversion rates.

Learn how to design and create a successful influencer marketing campaign. Join the free course on Getting Influencer Marketing Right to learn techniques to promote brands.

5. Brand Manager

Average Annual Salary: INR 12.5L

A brand manager monitors the overall image and positioning of a brand, ensuring consistency across all marketing efforts.

Roles and Responsibilities:

• Collaborate with cross-functional teams (product, sales, PR) to ensure brand alignment.
• Create long-term strategies for brand growth and market positioning.
• Monitor market trends and competitor activity to adjust the brand's approach.

Skills Required:

• Strong project management skills, using tools like Trello or Asana.
• Good knowledge of consumer behavior and market research techniques.
• Expertise with creative software (Adobe Creative Suite, Canva) for content production.

6. Digital Media Supervisor

Average Annual Salary: INR 8L

The digital media supervisor monitors digital media strategies and campaigns, ensuring effective targeting, content delivery, and performance tracking.

Roles and Responsibilities:

• Manage the digital media team and oversee campaign execution.
• Develop media strategies to increase online presence and ROI.
• Analyze and optimize digital ad campaigns, including paid search and social ads.

Skills Required:

• Expertise in digital advertising platforms (Facebook Ads, Google Ads, LinkedIn Ads).
• Advanced knowledge in media buying, targeting, and budgeting.
• Experience with campaign tracking and optimization tools (e.g., Google Analytics, AdEspresso).

Also Read: A Comprehensive Guide to Marketing ROI

7. Social Media Consultant

Average Annual Salary: INR 5L

A social media consultant is an expert who advises businesses on social media strategy, content creation, and community management to improve their online presence.

Roles and Responsibilities:

• Advise on content planning, community engagement, and social media growth tactics.
• Analyze current social media performance and provide recommendations.
• Stay updated on trends and emerging platforms to ensure relevance.

Skills Required:

• Expertise in social media audit and strategy development.
• Proficiency with analytics tools, such as Tableau, for reporting and insight generation.
• Knowledge of emerging social media platforms and trends (e.g., TikTok, Clubhouse).

Advanced social media skills, like expertise in ads, can help you transition to roles like Digital Marketing Manager. Now, let’s explore some careers in social media marketing.

upGrad’s Exclusive Digital Marketing Webinar for you –

Watch our webinar on “What’s new in Marketing”

Additional Career in Social Media Marketing & Digital Marketing

In social media and digital marketing, you can expect roles like Digital Marketing Manager or SEO Specialist. Key skills include expertise in data analysis, content creation and proficiency with marketing tools like Google Analytics and SEMrush.

Here are some job roles to build a career in social media marketing. 

1. Brand Ambassador

Average Annual Salary: INR 3L

A brand ambassador promotes a brand through personal interactions, content creation, and engaging with their audience on social media and other platforms.

Roles and Responsibilities:

• Promote the brand's products or services through personal experiences on social media.
• Attend events or collaborate with influencers to increase brand visibility.
• Develop engaging content such as blogs, videos, and posts to support brand campaigns.

Skills Required:

• Strong communication and interpersonal skills for authentic engagement.
• Proficiency in social media platforms (Instagram, TikTok, YouTube).
• Ability to develop compelling content that attracts target audiences

2. Blogger

Average Annual Salary: INR 2.4L

A blogger develops written content for websites or social media platforms, focusing on specific topics to inform, entertain, or promote brands.

Roles and Responsibilities:

• Write engaging blog posts on assigned topics using SEO practices.
• Research industry trends to create relevant, informative content.
• Promote content through social media channels and email newsletters.

Skills Required:

• Expertise in SEO writing and keyword research.
• Familiarity with content management systems (WordPress, Medium).
• Ability to create visually appealing content with basic design tools (e.g., Canva).

3. Public Relations (PR) Manager

Average Annual Salary: INR 14.1L

A PR manager develops and manages an organization’s public image through media outreach, brand communications, and crisis management.

Roles and Responsibilities:

• Create and execute PR strategies to improve the brand's reputation.
• Write press releases, speeches, and media kits for company announcements.
• Build relationships with journalists, media outlets, and influencers.

Skills Required:

• Strong writing and media relations skills for crafting compelling messages.
• Proficiency in public relations tools (Cision, PR Newswire).
• Deep understanding of brand reputation management and public sentiment.

Learn the essential skills to enhance and promote a brand's positive image in the media. Join the free course on Introduction to Modern Public Relations.

4. Digital Marketing Manager

Average Annual Salary: INR 8L

As a digital marketing manager, you will oversee and execute online marketing campaigns, including SEO, content marketing, and paid media strategies. While a digital manager manages all aspects of online marketing, a Social Media Manager specializes in managing a brand’s social media platforms.

Industries like E-commerce, SaaS, and D2C have the highest demand for digital marketing managers.

Roles and Responsibilities:

• Manage SEO, paid search campaigns (PPC), email campaigns, and display ads.
• Analyze data to measure campaign performance and adjust strategies.
• Work with cross-functional teams to optimize the website and customer experience.

Skills Required:

• Expertise in SEO, PPC, and email marketing tools (Google Ads, Mailchimp).
• Strong data analytics and reporting skills using Google Analytics.
• Proficiency in content management systems (WordPress, Shopify).

5. Social Media Strategist

Average Annual Salary: INR 3.6L

The role of a social media strategist is to develop comprehensive social media plans, design campaigns, and monitor their effectiveness to increase brand engagement.

Roles and Responsibilities:

• Create and manage social media campaigns aligned with marketing goals.
• Collaborate with content creators to produce engaging visuals and copy.
• Track social media metrics and report performance to stakeholders.

Skills Required:

• Expertise in social media advertising (e.g., Instagram Ads, LinkedIn Ads).
• Strong knowledge of social media analytics tools (e.g., Sprout Social, Hootsuite).
• Ability to develop and implement content calendars for campaigns.

6. Paid Media Specialist

Average Annual Salary: INR 5L

A paid media specialist creates and optimizes paid digital ad campaigns to drive traffic, leads, and conversions across platforms.

Roles and Responsibilities:

• Create, manage, and optimize paid search and paid social media campaigns.
• Set campaign goals and monitor performance metrics to ensure ROI.
• Stay updated on industry trends to implement best practices for paid ads.

Skills Required:

• Expertise in managing Google Ads campaigns (Search, Display, YouTube) and Facebook Ads.
• Strong proficiency in Google Analytics and Facebook Ads Manager for tracking performance metrics.
• Experience with remarketing strategies, including dynamic retargeting across Google Display Network and Facebook Pixel.

7. Public Relations & Social Media Strategist

Average Annual Salary: INR 3L - INR 3.6L

This role combines public relations and social media strategies to manage brand perception across digital platforms like social media and traditional platforms like newspapers.

Roles and Responsibilities:

• Develop integrated PR and social media strategies to improve brand presence.
• Create content for social media and traditional media outlets (press releases).
• Build relationships with influencers, media outlets, and journalists.

Skills Required:

• Expertise in media relations, crisis management, and social media engagement.
• Strong writing skills for press releases and social media copy.
• Proficiency in social media tools and PR platforms (e.g., Cision, Hootsuite).

8. Director of Marketing & Social Media

Average Annual Salary: INR 11.5L

As a director of marketing and social media, you will lead all marketing and social media initiatives, overseeing strategy, implementation, and performance metrics.

Roles and Responsibilities:

• Develop and implement high-level marketing and social media strategies.
• Lead and mentor a team of marketers, content creators, and analysts.
• Set performance benchmarks and monitor reporting for all marketing channels.

Skills Required:

• Experience in managing cross-functional teams, including content creators, social media managers, and digital marketers
• Proficiency in Google Analytics, Sprout Social, and HubSpot to track KPIs (e.g., traffic, conversion rates)
• Experience managing marketing budgets to allocate resources effectively for maximum impact across platforms.

9. Chief Marketing Officer (CMO)

Average Annual Salary: INR 20.3L

A chief marketing officer handles the marketing department, setting the overall strategy for a brand, customer engagement, and digital initiatives.

Roles and Responsibilities:

• Define the overall marketing vision and strategy for the company.
• Oversee the development and execution of marketing campaigns across all channels.
• Lead market research and competitive analysis to inform marketing decisions.

Skills Required:

• Advanced knowledge of digital analytics tools (Google Analytics 360, Tableau).
• Expertise in brand strategy development, consumer segmentation, and utilizing market research to get actionable insights.
• Proven leadership experience managing large teams (10+ members).

With skills in brand management, digital marketing strategies like SEO, and strong leadership, you can position yourself for roles like Digital Marketing Specialist.

Now, let’s explore the necessary skills, experience, and other requirements to build a career in social media marketing.

How to Get a Job in Social Media Marketing? 

For a job in social media marketing, you need qualifications in marketing, practical experience working with tools like Google Analytics, and foundational knowledge like SEO.

Here are the requirements for a career in social media marketing.

• Qualifications

A formal degree in marketing or digital marketing can give you a foundational understanding of marketing principles, which you can apply to social media marketing strategies.

Example: A Marketing degree will familiarize you with core marketing principles (consumer behavior, marketing strategies, etc.) that you can apply to a social media context.

• Certifications

Industry-specific certifications demonstrate your expertise in platforms and tools used in social media marketing, such as HubSpot for social media marketing.

Example: A Google Analytics Certification can help you track and measure the campaign performance of your brand across social platforms. 

• Practical Experience

Hands-on experience allows you to implement strategies and tools in real-world settings. You can learn strategies like SEM and Google Ads through practical experience.

Example: Managing a Google Ads campaign for an e-commerce brand, tracking performance using Google Ads reporting and Google Analytics. 

• Develop Foundational Skills

Develop knowledge of tools like Hootsuite or Buffer for scheduling posts and tracking performance, for social media marketing.

Example: Knowledge of SEO can help you optimize a blog’s content for a health and wellness brand. By conducting keyword research using Google Keyword Planner, you can integrate high-ranking keywords into blog posts and meta descriptions.

• Content Creation and Editing Skills

Learn content development tools, including ChatGPT, Canva, and Adobe Studio, to develop appealing content to increase audience engagement.

Example: Using Canva to design Instagram Stories and promotional graphics for a beauty brand’s new product launch.

• Data Analytics and Reporting

Using data analytics, you can track performance data to optimize campaigns and demonstrate ROI, helping you gauge the effectiveness of campaigns.

Example: Using Google Analytics to track traffic from Instagram and Facebook and analyze metrics like bounce rate and conversion rate. 

• Networking strategies 

Networking allows you to gain insights from experienced professionals, exchange ideas, and be referred to job openings that may not be advertised. 

Example: Attending digital marketing webinars and connecting with industry professionals on LinkedIn can help secure job opportunities.

• Freelancing & Side Projects 

Freelancing projects give real-world examples of your work that can be highlighted during job interviews and set you apart from other candidates.

Example: Freelancing on platforms like Upwork or Fiverr can help you gain real-world experience before landing a full-time role.

• Portfolio building

A portfolio that highlights measurable outcomes like engagement growth, increased sales, or improved brand visibility will make you more attractive to employers.

Example: Showcasing successful social media campaigns, like how you managed to increase engagement by 30%, can give you an edge over other candidates.

Now that you know the basics of building a career in social media marketing, let’s explore how to boost your chances of success.

How can upGrad Help You Advance Your Career?

A career in social media marketing requires you to stay updated on current trends, platforms, and tools, along with integrating advanced machine learning and AI tools. However, it’s crucial to first establish a strong foundation in best social media practices and tools. 

upGrad can help you develop the necessary skills to utilize social media as an effective marketing tool, setting you up for advancement into higher roles.

Here are some courses that can help you learn social media and digital marketing.

• Social Media Marketing
• Advanced Certificate in Digital Marketing and Communication from MICA
• Introduction to Modern Public Relations
• Complete Guide to Content Marketing
• MICA's Advanced Certificate in Brand Communication Management

Are you confused about which path to choose for a career in social media marketing? Contact upGrad for personalized counseling and valuable insights. For more details, you can also visit your nearest upGrad offline center.

Similar Read:

• Career in Social Media: Ultimate Guide [2024]
• Top 90 Social Media Marketing Interview Questions & Answers: Ultimate Guide 2025
• Top 20 Careers in Digital Marketing: Ultimate Guide [2025]

Elevate your digital marketing skills with our expertly crafted online courses, covering everything from SEO to social media strategy to boost your career.

Best Digital Marketing Courses Online

Advance your career by mastering vital Digital Marketing skills such as conversion rate optimization, digital advertising, CRM tools, and strategic campaign planning.

In-demand Digital Marketing Skills

Get valuable marketing tips and stay updated with trends through our popular Digital Marketing blogs, your go-to resource for actionable strategies and industry news.

Popular Digital Marketing Blogs

Start learning with our free Digital Marketing courses, offering practical knowledge on SEO, email marketing, and more to help you grow your digital presence.

Digital Marketing Free courses to Learn

References:
https://www.glassdoor.co.in/Salaries/social-media-marketing-intern-salary-SRCH_KO0,29.htm
https://www.glassdoor.co.in/Salaries/copywriter-salary-SRCH_KO0,10.htm
https://www.glassdoor.co.in/Salaries/social-media-analyst-salary-SRCH_KO0,20.htm
https://www.glassdoor.co.in/Salaries/content-curator-salary-SRCH_KO0,15.htm
https://www.glassdoor.co.in/Salaries/engagement-coordinator-salary-SRCH_KO0,22.htm
https://www.glassdoor.co.in/Salaries/social-media-community-manager-salary-SRCH_KO0,30.htm
https://www.glassdoor.co.in/Salaries/market-research-analyst-salary-SRCH_KO0,23.htm
https://www.glassdoor.co.in/Salaries/social-media-specialist-salary-SRCH_KO0,23.htm
https://www.glassdoor.co.in/Salaries/social-media-manager-salary-SRCH_KO0,20.htm
https://www.glassdoor.co.in/Salaries/marketing-communications-associate-salary-SRCH_KO0,34.htm
https://www.glassdoor.co.in/Salaries/brand-advocate-salary-SRCH_KO0,14.htm
https://www.glassdoor.co.in/Salaries/brand-manager-salary-SRCH_KO0,13.htm
https://www.glassdoor.co.in/Salaries/social-media-consultant-salary-SRCH_KO0,23.htm
https://www.glassdoor.co.in/Salaries/media-supervisor-salary-SRCH_KO0,16.htm
https://www.glassdoor.co.in/Salaries/brand-ambassador-salary-SRCH_KO0,16.htm
https://www.glassdoor.co.in/Salaries/pr-manager-salary-SRCH_KO0,10.htm
https://www.glassdoor.co.in/Salaries/digital-marketing-manager-salary-SRCH_KO0,25.htm
https://www.glassdoor.co.in/Salaries/social-media-strategist-salary-SRCH_KO0,23.htm
https://www.glassdoor.co.in/Salaries/paid-media-specialist-salary-SRCH_KO0,21.htm
https://www.glassdoor.co.in/Salaries/social-media-strategist-salary-SRCH_KO0,23.htm
https://www.glassdoor.co.in/Salaries/public-relations-strategist-salary-SRCH_KO0,27.htm
https://www.glassdoor.co.in/Salaries/digital-marketing-director-salary-SRCH_KO0,26.htm
https://www.glassdoor.co.in/Salaries/chief-marketing-officer-salary-SRCH_KO0,23.htm