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How do you identify a great project manager working in social media? If they are doing their job well, you might not be as quick to notice. That’s because things are running smoothly: Deadlines are being met, posts are going out, and the team feels (mostly) sane. 

But say your project manager isn’t communicating who’s in charge of scheduling things on the content calendar, doesn’t give you a date for when videos need to go live, and then gets upset because “nothing is done on time”. You’d remember that person, and not in a good way. And the social media campaign would likely suffer for it. 

 

Why Good Managers Matter 

In a 2024 survey, 26% of Baby Boomers (age 57-64), 37% of Gen Xers (38-56), 46% of Millennials (24-37), and 50% of Gen Z consumers (16-23) said they’ve used social media to learn more about brands, products, and services. 

Translation? Everyone’s watching. From global corporations to local small businesses, social media is being used to interact and build relationships with customers. 

The problem is that social media marketing is quickly evolving. From platform updates to the use of AI, there is a lot to stay on top of. A great social media manager helps with coming up with a good strategy, but also with the execution. Like the earlier example, if it isn’t clear who should be getting what done, nothing gets done. 

So what kind of qualities should you be looking for (or building) to lead social media projects with confidence? 

 

Leadership Qualities That Matter 

Some leadership qualities translate well into any industry, but here are a few that are specifically important for social media: 

• Strategic thinking: It is important to balance big picture goals with daily details. An example of this could be if a team sets a SMART goal of increasing website traffic by 10% by the end of the quarter, and the content creation focuses on the KPI of click-through rates on posts. That is something the team can check on bi-weekly and adjust accordingly. Whatever the KPI is, it is important to make sure the whole team knows.

• Organization: Your team can be packed with creative geniuses, but if no one knows when things are due, chaos will reign. A solid project manager builds timelines, sets realistic deadlines, and keeps the moving parts in sync. Social media might look spontaneous, but behind the scenes? It’s all about systems. For example, posts can be scheduled in advance, but there still needs to be someone who is set up to respond to comments in real-time.

• Empathy and team support: Creative burnout is real. A good leader can recognize when their team is getting overwhelmed. Sometimes that means re-allocating tasks, but oftentimes it can be as simple as letting the team know that they are seen, their struggles are real, and there is support for them.

• Accountability: Whether a post goes viral or a campaign ops, accountability is super important. It is what builds trust and fosters long-term success. This might be obvious, but that also means giving credit to team members when they are behind a great idea or a successful piece of content. And if something goes wrong, making sure that mistakes are learned from, but not dwelt on.

 

A Quick Example 

Let’s imagine you’re working on a campaign, and your video editor has gone silent. They missed their last deadline, and you’re tempted to preemptively reprimand them. But instead, you lean into empathy (as mentioned above) and send a quick Slack message to check in. Lo and behold, you find out they are completely overwhelmed with another client’s urgent project. You reschedule the video post and loop in another team member to assist them. This act of support keeps your campaign on track and that team member from burning out. 

That kind of leadership is proactive, genuine, and human. 

 

Leading with Purpose Online 

Leadership in social media project management doesn’t come with a cape or a megaphone. It shows up in small, consistent actions: Asking the right questions, listening before reacting, adjusting course with clarity and calm.

Whether you’re running a global campaign or managing a weekly content calendar, the best social media leaders inspire creativity, build trust, and bring out the best in their teams – even when algorithms shift or deadlines loom. 

As you grow in your role, reflect on how your leadership shows up in your social media work and how you can continue to develop those skills. Need support? Explore NISM’s certification opportunities designed to help social media professionals lead with confidence and purpose.

Author Bio: 

Cassandra Hultgren was an intern at the National Institute for Social Media, where she gained experience in social media strategy and began pursuing her Social Media Strategist certification. She graduated from Luther College in 2024 with a degree in Communications and French, which means she can explain a branding campaign and order croissants correctly. Now based in sunny Arizona, when she’s not crafting content or juggling hashtags, she runs a coloring book business and explores her love for all things visual communication—markers and metrics included.