A social media manager is the person responsible for an organization's social accounts: planning content, writing or commissioning posts, publishing, replying, and measuring results.
What the role covers
Duties vary with team size, but usually include:
- Strategy: which networks, which audiences, what goals.
- Planning: keeping a content calendar.
- Writing and editing: posts, threads, captions, alt text.
- Publishing: scheduling and posting.
- Community: replying, moderating, escalating.
- Measurement: engagement rate, reach, and traffic.
- Governance: keeping the brand voice consistent and handling crises.
In small companies, a founder or marketer often does this part-time. Agencies have managers handling many client accounts.
An example
A social media manager at a SaaS company spends Monday planning the week, reviews drafts through the week, handles replies daily, and sends a short results report on Friday.
How the role changes with AI agents
When agents draft, the manager's time shifts from writing to editing, approving, and setting rules. The work becomes more like an editor's: deciding what is true, on-brand, and timed well, and defining what agents may do alone.
SocialHandoff is built for that shift. The manager holds the owner key and approves from a desktop inbox or a phone swipe stack. They write the voice rules in brand memory, set guardrails, and decide when an agent moves up the trust ladder. Agencies get client workspaces on the Agency plan. See the agencies and marketing teams use cases.