How to start a career as an SEO specialist

SMM (social media marketing) is the effective promotion of goods/services in social networks, which are perceived by marketing as social media. With the help of such a tool, the target audience (TA) is attracted, a positive image of the company is formed, etc. In turn, through social networks, brands can communicate with customers interested in their products.

A general description of market trends is as follows: the growth of SMM as a profession began in 2015-2017, when businesses began to realize the importance of a presence on social networks. In 2018-2020, the growth in demand for SMM specialists continued, and this profession became one of the key ones in the field of digital marketing.

Since 2021, given the COVID-19 pandemic and the growing importance of online communication, many companies have begun to invest more actively in their social media presence, which has led to even greater demand for SMM specialists.

Today, the profession of SMM specialist is more popular than ever, in demand, fashionable, and highly paid. Good specialists are in high demand, they are recommended and lured away. New social networks appear constantly and companies need people who know how to promote products/services in them. Many SMM specialists also do personal projects and become famous bloggers, which allows them to earn even more.

In this article, we will tell you how to become an SMM specialist from scratch and where to start your training. You will learn how to master the profession on your own, what free courses are available for this, and where to look for work for a beginner.

Who is an SMM specialist?

An SMM specialist is a person responsible for creating, managing, and optimizing content on social networks to promote a brand, product, or service.

Each company defines the tasks of an SMM manager according to its needs. For example, it may need a specialist who can promote its products or services on social networks, but already has an experienced targetologist. In such cases, a specialist with the skills of a PR specialist, salesperson, and copywriter will be needed.

Many people working in the digital sphere do not always fully understand what tasks a social media manager performs. Often, a social media manager is perceived as a copywriter, editor, and targetologist at the same time. However, this is not so.

Duties and tasks

An SMM specialist is responsible for brand communication with social media users.

There are other narrower specialties related to SMM: content manager, blogger, group administrator, account and community manager, etc.

Broadly speaking, the responsibilities of a specialist include: promoting an account, attracting and retaining users' attention, and converting them into customers. In more detail, an SMM specialist usually:

• creates content (text, graphics, videos, etc.), optimizes and publishes it, or ensures that others do so;
• develops strategies, adjusts them to the sales plan and current information drives;
• identifies and analyzes target audience and competitors;
• interacts with the audience (responds to comments, participates in discussions, moderates communities);
• monitors the effectiveness of account management, tracks performance indicators (for example, using social media analytics tools), adjusts the strategy based on the data received;
• conducts advertising campaigns (targeting/advertising with bloggers) or ensures that others do so;
• tests new marketing tools and features on social media to promote accounts.

SMM specialists often collaborate with other members of the marketing team, including content managers, designers, SEO specialists, and others, to create effective marketing campaigns.

And although each specialization (SMM manager, targetologist, storymaker, and others) has its own specifics, in general, if you want to become an SMM specialist, you will need the following knowledge, skills, and personal qualities.

The ultimate goal of an SMM specialist is almost always to create and plan content that will increase the level of interaction with the target audience and increase the indicators specific to the social network: likes/reposts/links. This will lead to an increase in the number and attraction of customers, which ultimately leads to an increase in business revenues.

Pros and cons of the profession 

Every position has its advantages and disadvantages. Advantages професіїSMM:

• Flexible schedule and the ability to work remotely. All you need is a stable internet connection.
• It is possible to quickly master the profession from scratch. You can enter the SMM sphere by graduating from the faculty of journalism, philology, or another field that has nothing to do with texts, or by taking courses. The nuance is that although SMM can indeed be quickly mastered without experience, you only need to have the desire to write texts, prepare creatives, learn quickly, and analyze dozens of news.
• Many new acquaintances and the opportunity to realize themselves. SMM specialists sometimes have to develop their own accounts and even become opinion leaders. At the same time, if an employee has created unique content for the company, his works will become the face of the brand and will speak for their author.
• The ability to easily change fields. Not everyone is able to work in a variety of fields, and social media marketing often requires just that. However, having gained experience in SMM, you can "painlessly" move into copywriting, design, targeting, or developing a personal blog without relearning for years.

The disadvantages of the profession are as follows:

• A huge amount of work. Sometimes it is too much for one person to do. Therefore, if the company does not have an additional designer, PR manager, targetologist, or SMM specialist, you have to work overtime.
• Dependence on technology and the need to have stable Wi-Fi.
• Dealing with negativity. Communicating with the audience is also part of the responsibilities of an SMM specialist, and you need to be prepared for the fact that not all users will thank you for your work and wish you a good day. The ability to respond competently to criticism, while not taking the negativity personally, is highly valued in this industry.

Salary level of SMM specialists

The income of SMM workers depends on the place of work and the form of employment (remote, freelance, office).

Beginners with little experience can expect a salary of 8-12 thousand hryvnias, interns and assistants - from 15,000. After 2-3 years of work, the salary can increase to 30,000. Experienced specialists earn from 40-60 thousand per month. An income of more than 60 thousand hryvnias can be obtained by having extensive experience or holding a management position. For example, the rate of the head of the SMM department can reach 70,000 per month.

Average salaries in SMM in different professions:

The income of SMM specialists abroad can vary significantly depending on the country, region, the specialist's experience and the size of the company. Here are approximate data on the salaries of SMM specialists in some countries in 2023:

1. USA: $40,000 – $70,000 and above per year.
2. United Kingdom: £20,000 – £35,000 per year.
3. Canada: CAD$40,000 – CAD$60,000 per year.
4. Australia: AUD$50,000 – AUD$75,000 per year.
5. Western Europe (France, Germany, Italy, etc.): €25,000 – €50,000 per year.

Professional development 

In the IT industry, specialists usually go from junior to middle and senior levels. A similar hierarchy exists in the SMM field. The professional development of an SMM specialist can be viewed as a gradual improvement of skills, increased responsibility and a deeper understanding of social media marketing strategies and tactics. Here is what it usually looks like at different stages of a career:

Junior SMM specialist

Responsibilities. Mainly performs tactical tasks such as publishing content, responding to comments, creating simple graphics, etc.

Skills. Basic knowledge of basic tools and platforms (e.g. Facebook Business Suite, Instagram, Canva).

Development. Trying to expand his skills, learn new tools, and gain a deeper understanding of SMM strategy.

Middle SMM specialist

Responsibilities. Development and implementation of SMM strategies, analysis and reporting on campaign effectiveness, management of advertising campaigns, cooperation with other departments.

Skills. Has a good understanding of basic tools and platforms, knows how to conduct A/B testing, and knows the basics of digital marketing and advertising.

Development. Focuses on a deep understanding of specific social platforms, improves their skills in analytics and strategy, and possibly takes professional courses or earns certifications.

Senior SMM specialist

Responsibilities. Developing comprehensive SMM strategies for a brand or company, coordinating team work, forecasting trends, and consulting senior management.

Skills. High level of mastery of tools, deep understanding of the mechanics of advertising in social networks, ability to integrate SMM strategies with other types of marketing.

Development. Focus on leadership, strategic planning, training and mentoring junior professionals, possibly developing in related marketing areas or moving into a management position.

It should be noted that specific responsibilities and requirements may vary depending on the company, region, and market specifics.

How to become an SMM specialist

Before you start working in this field, you need to gain the appropriate knowledge and have the necessary tools for SMM. How to do this:

• get a basic education (not necessarily in marketing, but it is an advantage);
• take SMM courses (these can be online courses, seminars, webinars or full-fledged training programs), where they will provide not only theory, but also projects for practice;
• study information in books and on the Internet;
• join professional communities and forums on the topic of promotion in social networks, where SMM professionals communicate (you can also find remote work and internship vacancies for beginners there);
• Try promoting your own projects, blogs, or social media pages.

In addition, learn how to use key tools and platforms (Facebook Ads Manager, Instagram for Business, Google Analytics, Canva). Learn the basics of graphic design, copywriting, and analytics. Create a portfolio with examples of successful SMM projects, campaigns, and results. Develop a professional resume and LinkedIn profile, emphasizing your experience and skills in SMM. Additionally, you can get certificates from well-known platforms, such as Facebook Blueprint, Google Digital Garage, HubSpot Academy, etc.

Recommended courses:

• Facebook Blueprint. Official courses from Facebook that offer everything from basic fundamentals to advanced advertising strategies.
• Google Digital Garage – Fundamentals of digital marketing. A free course that teaches the basics of digital marketing, including SMM.
• HubSpot Social Media Strategy. The course focuses on using social media to achieve business goals.
• Coursera & Udemy. Both platforms offer a range of SMM courses from beginner to advanced.
• SuperLudi.
• IMT Academy.
• Internet marketing school.
• WebpromoExpert.

Useful books: “Social Media Marketing. Just the Basics”, “SMM for Beginners”, “Guerrilla Marketing in Social Networks”, “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World” by Gary Vaynerchuk, “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller, etc.

Пам’ятайте, що важливо не тільки набути теоретичні знання, але і активно практикувати їх, експериментувати та аналізувати результати своїх дій. Сфера соціальних медіа постійно змінюється, тому важливо залишатися в курсі нововведень та трендів.

The SMM profession is now very flexible and promising, and therefore attractive to many beginners. However, it is not only about finding pictures and creating posts. The work of SMM specialists is more global and includes various responsibilities that may overlap with the work of other specialists in the field of digital marketing. However, if you have the desire, there are great opportunities for growth from a junior to a senior position, and even for horizontal promotion in other related areas, for example, in PR or developing marketing strategies.