Social media managers have one of the most misunderstood roles in the digital space. While they’re responsible for keeping a brand’s online presence alive, many assume they should also be pulling in sales like a high-powered marketing machine. But is that really their job?
To get some expert insight, we spoke with Rita Chidinma, a seasoned social media strategist and founder of Mompreneur Assistant. Her take?
“The conflict starts from the misunderstanding of who a social media manager is versus a marketer.”
Social Media Managers vs. Marketers: Who Does What?
Think of it this way:
A social media manager is like the friendly host at a party, making sure guests (followers) are engaged, entertained, and having a great time.
A marketer is the salesperson at that party—casually leading guests toward making a purchase before they leave.
With the rise of social media and the common merging of roles, especially due to manpower or budget constraints for small businesses, the lines between social media managers and marketers have become blurred. But in reality, they serve two different purposes.
What Does a Social Media Manager Do?
Their main focus is to connect and engage with the audience. Their job includes:
✅ Keeping the brand’s online presence fresh and active
✅ Engaging with followers through comments, DMs, and discussions
✅ Building relationships and trust with the audience
✅ Creating engaging, relatable content
✅ Monitoring analytics to understand what resonates with the audience
Essentially, their primary goal is to warm up the audience and keep the brand top of mind.
What Does a Marketer Do?
Marketers, on the other hand, are responsible for converting that warmed-up audience into paying customers. They handle:
📌 Strategizing ways to turn followers into customers
📌 Running targeted ads and promotions
📌 Driving sales and measuring ROI
📌 Developing strategies to attract and retain customers
You can see that while it may seem that their roles overlap, their end goals aren’t the same. A social media manager keeps the conversation going about the brand to warm up the audience, while the marketer closes the deal.
The Sales Funnel: Where Do Social Media Managers Fit In?
If you break down the sales funnel, social media managers sit at the top. Their job is to attract potential customers, spark interest, and create brand awareness through content marketing.
The marketer then steps in, nurtures leads, and focuses on conversions. So, if you’re expecting your social media manager to single-handedly bring in sales, you’re setting them up for failure.
Tips For Small Business Owners and Freelance Social Media Managers
For small businesses with tight budgets, Rita suggests:
✅ Hiring a social media manager who understands paid ads this bridges the gap between engagement and conversions.
✅ Clearly defining roles so you’re setting realistic expectations.
✅ Focusing on relationships because trust leads to long-term customers.
Advice for Freelance Social Media Managers
If you’re just starting out, you might feel pressured to handle both roles at once just to prove yourself. But that can quickly lead to burnout. Instead, Rita recommends:
📌 Learning marketing skills so you can stand out and understand the sales funnel.
📌 Setting clear contracts define exactly what you do (and don’t do).
📌 Providing data-driven reports showing how your engagement efforts impact brand growth.
By understanding the difference between social media management and marketing, businesses can create better sales strategies and freelance social media managers can avoid being undervalued.
Final take away from the social chat session: Social Media Managers are Not Magicians!
A social media manager doesn’t magically turn followers into buyers overnight. Their real superpower? Building trust, sparking conversations, and keeping your brand relevant.
So, if you’re expecting sales but only investing in engagement, it might be time to bring in a marketer.
At C&C Digital House, we specialize in both—helping businesses balance engagement and sales strategies for real growth. Contact us today at candcdigitalhouse@gmail.com to learn how we can help boost your marketing efforts to make sales.
