Anyone who’s been responsible for choosing a title when creating or updating a social media marketing job can attest to the fact that it isn’t as easy as it may seem. A job title has to be appealing to candidates, convey the appropriate level of expertise and authority to internal and external customers, and accurately convey what the person who holds the title does to contribute to the success of the organization. So what are the most important considerations associated with creating and updating titles – and what challenges can you anticipate in the social media and marketing space?

 

Why do job titles matter?

Have you ever met someone who was a Chief Happiness Officer or a Director of First Impressions? Maybe you’ve seen an arborist who refers to themselves as a Branch Manager or a painter who lists their occupation as Surface Engineer? Within an organization, quirky titles can seem fun and may align well with the company culture, but in some cases, they can also be problematic.

• People outside your organization may have a harder time understanding each employee’s role, responsibilities, and their decision-making ability.

• When analyzing an industry, ambiguous job titles are often thrown out because they can’t be compared to similar roles. That means less data for everyone to work with!

• Job title is often one of the factors used by prospective employees to understand if a job is a potential fit. An organization may miss out on top candidates simply because a job title didn’t convey important, relevant information about the role.

It can also be problematic if titles are used in non-traditional ways. If, for example, a small business owner hires a part-time sales consultant and assigns them the title of Vice President of Sales and Operations, it may seem to others that the individual is much more involved in strategic planning and decision-making than they are. It may also prove to be an issue for the employee if they move on to another role, as potential employers may think they are overqualified for a role they’d be a great fit for.

With that in mind, let’s look at some common terms found in job titles and what they typically mean.

 

Common Job Title Terminology

There isn’t a regulating body that requires these terms to be used in the same way across industries or even within organizations, but there are a few themes we see related to level of responsibility, authority, influence, and, as a result, compensation.

• Specialist – Specialist roles are typically entry or mid-level jobs. As a specialist, an employee can expect to work in a specific area or on a specific task within an organization. They likely work under the supervision of a manager or director. A specialist likely does not complete strategic work and has limited decision-making authority.In the social media and marketing space, you may see titles like Social Media Specialist, SEO Specialist, or Content Marketing Specialist

• Manager – Manager roles are typically mid-level jobs. If “manager” is in a job title, the employee typically oversees a team, a project, or both. That means they likely assign tasks, track successes, and, in general, oversee daily operations associated with their role. A manager often “owns” initiatives and is held responsible for strategic and tactical work associated with their role. Because of the strategic nature of these kinds of roles, this is a great fit for individuals who maintain their Social Media Strategist (SMS) certification or have achieved other advanced credentials related to marketing.In the social media and marketing space, you may see titles like Social Media Manager, Community Manager, Social Media Advertising Manager, or SEO Manager.

• Director – Director roles are typically senior-level positions responsible, like managers, for overseeing a department, team, or key business function. An important difference is that directors are typically responsible for setting long-term goals, defining the vision, and ensuring alignment with broader organizational objectives. They also often manage managers, making their span of control more extensive.In the social media and marketing space, you may see titles like Director of Social Media, Marketing Director, or Digital Marketing Director.

A common question employees and employers ask is, “How do we make the transition – either creating/developing a new role or coaching an existing employee into a new role?” 

If an employee moves from specialist to manager to director, the role typically shifts from tactical and operational tasks to strategic and leadership responsibilities, but the needs of each individual organization is what should drive new and updated position descriptions. As an example, they may consider encouraging an existing employee to explore a specialty or advanced skill that interests them, like a Social Media Strategist (SMS) certification.

A company may also find that it can function well with managers and specialists, not needing director-level roles. Or, depending on how departments are structured, some teams may have managers and directors while others don’t. The needs of the organization should drive the design. 

It’s important to remember, too, that this is just a place to start. You may research and write your job description and end up not using any of these common terms – especially if you identify an emerging trend that perfectly suits your unique need.

 

Resources for Developing Job Titles (and Descriptions)

You don’t have to create job titles (or descriptions) on your own – there are a lot of resources available that can help you make those important decisions. 

• The U.S. Bureau of Labor Statistics (BLS) website provides detailed data on employment, wages, and workforce demographics across various industries and occupations – including general job titles and descriptions. The BLS also provides free access to valuable tools like interactive data sets, research publications, and the Occupational Outlook Handbook, which helps users explore career paths and job requirements in different fields. 

• O*NET offers information similar to what you will see on BLS, but with a slightly different approach. The site provides information about tasks, knowledge areas, skills, abilities, and education requirements for various professions. One of its key features is the ability to search and filter jobs by industry, job family, and skill set, which can be especially helpful as you are writing or updating job descriptions. Reviewing lists of skills may be just what you need to discover what you’ve missed or even consider something new.

• Job sites like Indeed (especially the Find Salaries section) can also be a great resource to evaluate current market terminology. While people typically think of sites like this when they are hiring or looking for a job, they are also a great resource when you are writing or updating a job title or description. Especially in social media marketing where everything changes so quickly, a website describing current openings is a great resource for understanding trends and terminology without the lag experienced with BLS and O*NET.

So what are some common job titles in social media – and what jobs do they represent? Take a look at the following list.

• Social Media Manager – responsible for planning, executing, and managing a brand’s social media strategy across platforms like Facebook, Instagram, X, LinkedIn, and more. They create content, engage with the audience, monitor performance, and report on key metrics. They may manage a team of professionals or fall into the category of project management, with the “project” being the organization’s digital presence.

• Social Media Specialist – executes the social media strategy typically defined by the Social Media Manager. They are often responsible for content creation, scheduling posts, monitoring social media conversations, and tracking engagement on a day-to-day basis.

• Social Media Analyst – monitors and interprets the performance of social media campaigns, posts, and interactions. An analyst will use tools to track engagement, conversions, and other KPIs, and provide actionable insights to optimize content strategies.

• Community Manager – builds and nurtures relationships with a brand’s online community. An active community manager will engage with followers, respond to comments and messages, foster discussions, and create a sense of belonging among community members.

• Content Creator – produces engaging, high-quality content such as videos, blog posts, graphics, and other media for social media platforms. They work closely with social media teams to ensure content aligns with the brand’s messaging and goals.

• Social Media Copywriter – writes concise, compelling, and engaging copy for social media posts. A copywriter with a specialty in writing for social media will focus on creating messages that resonate with the audience while promoting the brand’s voice and messaging effectively.

• Influencer Marketing Manager – identifies, manages, and collaborates with influencers to promote the brand on social media. Influencer Marketing Managers negotiate partnerships, coordinate campaigns, and measure the success of influencer-driven content.

• Social Media Ads Specialist – manages paid advertising campaigns across social media platforms such as Facebook, Instagram, and LinkedIn. They are responsible for campaign strategy, budgeting, targeting, and analyzing ad performance to ensure ROI.

The range of the more generic titles like social media manager and specialist to the task-specific roles like ad specialist and copywriter make it clear that social media and marketing roles vary, and organizations should carefully consider their options. While it’s tempting to create or refine a position to include more responsibilities with a generic title, sometimes the most growth can be achieved by carefully choosing and growing the right expertise.

What are social media marketing job titles you’ve seen – share them in the comments and be sure to let us know if you think they work well for the employee and the organization!

 

Author: Dr. Amy Jauman, SMS, CDMP, LEAF

Dr. Amy Jauman, SMS, CDMP, LEAF, is an author, ghostwriter, international speaker, podcast researcher, and university professor. She is a certified social media strategist (SMS), certified digital marketing professional (CDMP), and certified law enforcement analyst – foundational (LEAF), with a master’s degree in experiential education, graduate certificate in crime analysis, and a doctorate in organization development. Amy has spoken at a variety of conferences on marketing topics, including the I.C.E. Exchange, Digital Marketing Institute, and the National Institute for Social Media. In addition to her ghostwriting projects, Amy has authored two marketing textbooks, five ebooks, and multiple articles and blog posts on the subject of traditional and digital marketing.