The rest of this post discusses 11 different roles that make up a fully functional social media team. But that doesn’t mean that you’ll necessarily need to hire 11 different people to achieve the outcomes you are looking for. If you’re a small business (on a budget), less persons may cover multiple roles to flesh out your strategy on a smaller scale.

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Chief Social Media Officer (CSMO)
Social Media Manager
Social Media Marketing Manager
Social Media Content Manager
Social Media Cumminity Manager
Social Media Strategist
Social Media Alanyst
Search Engine Optimization (SEO)
Specialist
Social Media Specialist
Software/APP Developer
Digital Designer
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Chief Social Media Officer (CSMO)
Primary Duties:
 Leads enterprise-wise social direction, via
creation & execution of vision and mission
statements, for areas such as: Social (general), Social Technology &
Communities, Social Media
 Enables and may also enact social media strategies, campaigns, and ensures the
optimal use of in-house technical and community platforms
 Maintains awareness of social technology & related trends, and communication of
this aspect throughout the enterprise
 Networks with bloggers, especially those writing about social tech & communities
 Sets & advises on the organization’s policy on social activities & processes,
including privacy & data-related aspects
Social media professionals occupy a space somewhere between the skills and
experience of a CMO and a CIO.
A Chief Social Media Officer (CSMO) earns an average salary of C$142,500 per year.
Experience strongly influences pay for this job.

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Social Media Manager
A social media manager takes a high-level view of
social media and is often responsible for setting the
strategy and planning for the team. In a small team,
they might also assume most of the social media responsibilities such as managing all
the social media profiles, publishing content, listening, replying to comments and
analysis.
The Social Media Manager will administer the company’s social media marketing and
advertising. Administration includes but is not limited to:
 Deliberate planning and goal setting
 Development of brand awareness and online reputation
 Content management
 SEO (search engine optimization) and generation of inbound traffic
 Cultivation of leads and sales
Content management duties include:
 Administrate the creation and publishing of relevant, original, high-quality content.
 Identify and improve organizational development aspects that would improve
content (ie: employee training, recognition and rewards for participation in the
company’s marketing and online review building).
 Create a regular publishing schedule.
 Leverage the right tools to manage your content.
 Implement a content editorial calendar to manage content and plan specific, timely
marketing campaigns.
 Promote content through social advertising.
Median salary for a social media manager in the U.S. according to PayScale: $46,984

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Social Media Analyst
An analyst digs into the data and metrics of your social
media efforts, such as engagement rates, traffic, click-
through rates, conversions, and maybe even revenue. They
tend to be the technical person who can help with setting
up the appropriate tracking system and analyzing your team’s results using statistical
techniques.
Social Media Analyst Tasks
 Collect, structure, and store information from social media in databases,
including appropriate metadata.
 Write copy and produce content for social media platforms within organizational
guidelines.
 Define key variables to track and understand brand and customer perceptions
and behavior.
 Create and interpret reports on current state of the field, gaps, and opportunities.
 Apply statistical techniques to extract business-relevant findings and make
strategic recommendations.
Median salary for a social media analyst in the U.S. according to PayScale: $47,264

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SOCIAL MEDIA STRATEGIST
After data has been analyzed and key insights drawn, the
social media strategist develops recommendations for an
overall engagement plan and ensures the best practices
are activated and tracked for the company and/or brand.
The average pay for a Social Media Strategist is C$50,980 per year. Most people with
this job move on to other positions after 10 years in this career.
Social Media Strategist Tasks
 Develop and launch an adaptable global social media strategy for the company.
 Interpret site analytics and translate findings into reports.
 Promote active engagement through social media outlets by interacting with and
responding to followers.
 Research target demographics and create relevant social media posts.
 Interface with the marketing and analytics teams to enhance reach and
conversion.

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Social Media Content Manager
A content creator specializes in creating content for
social media posts. Such content includes blog posts,
images, and videos. Because of the scope of this work,
sometimes they could double up as the designer for the
social media team. They might also be the person in
charge of taking posts planned by the social media manager and getting them
ready to be scheduled and published.
Content Manager Tasks
 Create and oversee content, including marketing and communications
deliverables.
 Guide subject matter experts in writing and presenting materials.
 Update content in accordance with emerging targets, usability goals, and
performance metrics.
 Edit and apply style rules to content, and ensure compliance with disclosure
policies and other rules.
Median salary for a content manager in the U.S. according to PayScale: $53,875

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Community Manager
A community manager focuses on engaging and connecting
with your audience and customers on social media. Their
responsibilities usually involve listening out for relevant
conversations on social media, replying to comments and
inquiries, and organizing social media events like Twitter chats
or Facebook Live sessions. They are often considered the face of the company and play a key
role in your business’s relationship with its biggest fans and advocates.
Median salary for an online community manager in the U.S. according to
PayScale: $48,907

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SOCIAL MEDIA MARKETING MANAGER
Social media marketing managers implement, oversee and
manage the overall social marketing strategy and tactics,
including content and design, with the goal of driving audience
growth and bringing brands to the forefront. Helping adapt the
content to match the needs of each social platform is an
important responsibility of the social media marketing manager.
The average salary for a Social Media Marketing Manager is $49,097 per year. Most people
move on to other jobs if they have more than 10 years' experience in this career.

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SEARCH ENGINE OPTIMIZATION (SEO) SPECIALIST
A search engine optimization specialist helps generate traffic
to a company’s website or social channels with the use of key
search terms to help improve a brand’s search engine ranking
and visibility.
Search Engine Optimization Specialists in the United States take home an average
$44K per year.

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SOFTWARE/APP DEVELOPER
Software or application developers are the creative minds
behind smartphone, tablet and computer applications. The
app developer takes a specification, writes code and produces
new content for applications.
A Software Developer earns an average salary of $69,083 per year. Most people move
on to other jobs if they have more than 20 years' experience in this career.
Software Developer Tasks
 Write, modify, and debug software for client applications.
 Use source debuggers and visual development environments.
 Test and document software for client applications.
 Write code to create single-threaded, multi-threaded or user interface event
driven applications, either stand-alone and those which access servers or
services.

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Social Media Specialist
A social media expert is responsible for developing and implementing marketing and
customer care strategies through the use of social media. They are also usually
responsible for maintaining the employer's public image on the Internet through
mediums such as Facebook and Twitter, reaching out to their current/potential customer
base and opening a dialogue to better understand public feeling about the company.
This professional must also address and help resolve any complaints or criticisms from
customers that are posted via social media.
Social Media Specialist Tasks
 Write, develop, and strategize for online content production and scheduling.
 Assist with crisis and negative news communications.
 Develop outreach and partner programs with relevant individuals and
communities.
 Track metrics on audience, content, views, and competitors.
 Work with teams to identify social media content, topics, and information flow.
Social Media Specialists in the United States can expect only a modest salary, with
average pay of just $41K annually.

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Digital designer
A digital designer's duties vary heavily depending on their company's field. For example,
if the digital designer works for a web design company, they will likely spend their days
working in PhotoShop and DreamWeaver, creating web pages. If they work for an
animation studio, they might design and animate characters. If their company's specialty
is marketing or public relations, they might design brochures, business cards, or media
kits. Freelance digital designers may also work across a variety of mediums.
Digital Designer Tasks
 Act as expert and mentor in digital design internally and with clients.
 Partner with technical and creative sides to construct and deliver high quality
products.
 Participate in development, design, and revision of design solutions.
The average pay for a Digital Designer is $53,332 per year. Most people with this job
move on to other positions after 20 years in this career.

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Skills
 Graphics Production
According to Jeff Bullas, articles with images receive 94% more views than those
without. Buffer says tweets with images receive 18% more clicks than those
without, and research from Wishpond shows photo posts on Facebook get 120%
more engagement than other types of posts.
 An aptitude for writing
He or she will be communicating with customers on a daily basis - and 99% of
this communication will be in writing.
 A customer-service mindset
 A solid understanding of SEO and content marketing
 Social advertising experience
 Data Visualization and Infographics
 Microsoft Office (Word – Excel – PowerPoint – Publisher – Outlook)
 Social Media tools – Channels
 Social Marketing
 Social Media Engagements
 Web analytics
Information
Technology
Marketing
Business
Social Media Skills

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 SEO
 Ability to develop content