A social media strategist is the architect of a brand’s online identity, responsible for designing the high-level plan that guides a company’s presence across social platforms. They connect social media efforts to larger business objectives, such as brand awareness or sales growth. The role involves a blend of creative vision and data-driven decision-making to define how a brand communicates with its audience.
What a Social Media Strategist Does
A social media strategist is a big-picture thinker who develops the long-term vision for a company’s social media. This involves creating detailed plans for content themes, campaigns, and engagement goals. Their work establishes the overarching framework that guides daily actions toward specific business outcomes.
A significant portion of their time is dedicated to research and analysis. A strategist analyzes audience data to understand user behavior and preferences. This is complemented by an analysis of competitor activities to identify market gaps or opportunities. They also monitor the social media landscape for emerging trends and platform updates.
Setting clear goals and the key performance indicators (KPIs) to measure them is a primary function. The strategist defines what success looks like, whether it’s increasing website traffic, generating leads, or improving brand sentiment. They use analytics tools to track performance against these benchmarks, using the data to refine and optimize the strategy.
The role also involves collaboration and oversight. Social media strategists work with content creators, designers, and marketing managers to ensure all content is cohesive and supports the strategic plan. They may also manage budgets for social media advertising and influencer partnerships, ensuring the strategy is executed effectively.
Key Skills for a Social Media Strategist
Success as a strategist is built on a foundation of several distinct skills.
- Analytical Skills: The ability to interpret data is paramount. Strategists must evaluate performance metrics to understand what resonates with their audience and use insights from tools like Google Analytics to make informed decisions and demonstrate a return on investment.
- Communication and Copywriting: A strategist must craft a compelling brand narrative and maintain a consistent voice across platforms. This includes writing clear, persuasive copy to drive user action and collaborating effectively with internal teams and stakeholders.
- Platform Expertise: A deep understanding of the nuanced dynamics of networks like Instagram, LinkedIn, X, and YouTube is required. This expertise extends to applying search engine optimization (SEO) principles to social media, using keywords and hashtags to enhance visibility.
- Creativity and Strategic Thinking: A strategist needs to generate original ideas that make a brand stand out. This involves thinking critically about how social media efforts align with broader business objectives and foreseeing industry trends to position the brand advantageously.
Social Media Strategist vs Social Media Manager
The roles of a social media strategist and a social media manager are complementary but distinct. The strategist is the “why” behind a company’s social media presence, focusing on the big picture, long-term planning, research, and goal setting to define the overall direction.
In contrast, the social media manager is the “how.” This role is focused on execution and the day-to-day tasks required to bring the strategy to life. Their responsibilities include creating and scheduling posts, managing the content calendar, and engaging with the community.
While a strategist designs the campaign, the manager implements it. In smaller organizations, one person may perform both roles, but in larger teams, these are distinct functions that work in tandem to ensure daily activities are guided by a clear strategic vision.
How to Become a Social Media Strategist
The path to becoming a social media strategist often begins with a foundational education. Many professionals hold a bachelor’s degree in fields like marketing, communications, or business. An internship during or after college is a highly recommended step for gaining hands-on experience with real campaigns.
Building a track record in more junior roles is a common trajectory. Starting as a social media coordinator or manager allows aspiring strategists to learn the operational side of social media. This experience is valuable for understanding the practical challenges of executing a strategy. As they gain experience, they can seek opportunities to contribute to strategic planning.
Developing a portfolio that showcases successful projects is another important step. This portfolio should highlight campaigns where your contributions led to measurable results, such as increased engagement or follower growth. Certifications in social media marketing or Google Analytics can also strengthen a resume and demonstrate specialized knowledge.
Social Media Strategist Salary
In the United States, the average salary for a social media strategist is around $62,000 to $66,000 annually. This figure can range from approximately $41,000 for entry-level positions to over $94,000 for those with extensive experience and a proven track record.
Compensation is influenced by years of experience, with salaries increasing with more time in the field. Geographic location also plays a role, as strategists in major metropolitan areas like San Francisco and New York City tend to earn more. The size and type of the employing company will also impact earning potential.