Last Updated: November 4, 2020

Years ago, it would have been bizarre to come across a business or company on Facebook. Once seen as a social media network for students, Facebook has grown and grown to become something far more expansive.

Today, if a business isn’t engaged in social media, it raises eyebrows. Social media directors help companies plan out social media strategies and brainstorm ways to connect with current and potential customers. Read on to discover how these community-building professionals help drive interest in a company or product.

What do they do?

Location and Opportunity

According to, several companies throughout the country are hiring social media directors. Some of these companies include:

  • New York, NY
  • Washington, DC
  • San Francisco, CA
  • Chicago, IL
  • Boston, MA

When Social Media Directors are called upon to increase a company’s online presence, a social media director begins the outreach process. The first step to boosting social media buzz for a company is to identify the types of consumers they wish to reach.

By mapping out who a company’s customers are, they introduce those customers to interesting content, company updates, or special offers that capture attention and drive more visitors to the social media page. As they attract more consumers, social media directors monitor the campaign and work with analytics teams to discover which bits of content or offers visitors find most appealing.

The social media director often leads multiple outreach teams, and keeps teams on track by following the overall strategic plan. By monitoring progress according to the plan, the social media director determines what did or didn’t work, and adjusts strategies for the future.

Through their campaigns, social media directors work with various creative and analytical marketing professionals, including:


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Social media directors must have an overall obsession with social networking to be qualified for the position. They constantly update their feeds, engage in communities, and stay up-to-date on trends in the field. Companies want candidates who show they can establish themselves online, and maintain a large web following.

Usually, social media directors work as specialists or content creators before entering leadership positions. This gives them a clear understanding of the kinds of content that excels on the Internet, and how to use that content to engage consumers.

While most colleges don’t offer specific degrees in social media, many directors gain backgrounds in marketing. Typically, companies place higher value on those candidates who have earned at least bachelor’s degrees in marketing.

Becoming a Social Media Director

Salaries for social media directors vary widely, and have shifted rapidly as companies now place a higher value on effective social media management. Some social media directors earn as much as $110,000. Salaries largely depend on the size of the company, and how much experience a director has.

If you’re interested in learning more about expanding social media engagement efforts at a company, contact schools offering degrees in marketing.