What social media management includes in 2026
The early days of social media management were very different than today. In the past, businesses created pages and profiles on sites such as Facebook and Twitter (currently X) to keep customers informed about updates and interact with them. Some businesses would pay for ad placements to target specific groups.
Now, organizations must use social media to keep up with their competitors. It’s become a vital part of marketing and reaching potential customers. The increased demand for content forces companies to produce more high-quality content faster or fall behind and lose out on interest and sales.
The purpose of social media is also changing. People are using social media platforms for searches more and more often, with younger generations turning to TikTok over Google. Shoppers are moving from stores to social media, too. In 2026, platforms are making it easier than ever to make purchases straight from the apps.
To succeed as a social media management team today, you must master multiple areas. These are all key responsibilities teams need to manage to run a successful social media presence.
Come up with a strategy
The foundation of a successful social media strategy is a specific goal. Different creators, businesses, and brands have different objectives. They can range from building up their audience base, improving brand reputation, funneling traffic to a website, or converting sales. Modern social media can directly help businesses meet these marketing goals.
For best results, teams should find metrics that will best track their progress toward the goal. This helps teams adjust their strategies as needed and prove to executives that they are getting the desired results.
Once an organization sets up a specific social media goal, the next step is to choose the right platform to help it achieve this goal. Each major social media platform targets a different audience and style:
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LinkedIn:
LinkedIn is a networking platform for working professionals. Content includes articles, posts, news, and career-related advice.
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Facebook:
A wide range of people use Facebook, with adults between 25 and 34 being the largest age group. This platform allows all sorts of posts, videos, and live streams. It’s especially great for building communities and promoting events.
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YouTube:
Everyone from young children to elderly adults watches YouTube. This platform primarily features long-form videos that cover all topics imaginable. Other content formats, such as Shorts, community posts, and livestreaming, are also available.
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Instagram:
Users of all ages flock to Instagram, which uses Reels, photo carousels, Stories, and livestreaming to engage users.
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TikTok:
TikTok came onto the social media scene late and changed how people consume content with its short-form, swipe-style videos. TikTok videos are usually short reels and clips that cover all types of content, including challenges, dances, and viral trends.
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Pinterest:
Pinterest is a platform dedicated to pictures, guides, shopping, and visuals. Many people use it as a source of inspiration for hobbies and DIY.
Once organizations know their goals and platforms, they need a branding strategy. The tone, messaging, colors, and style of content should be similar across platforms. This keeps the brand recognizable and professional everywhere while building trust, credibility, and loyalty.
Create engaging content
Depending on the platform or format, content creation can take many shapes. Short- and long-form videos require writing scripts, recording content, and editing videos. Teams may also need to come up with catchy titles and eye-popping thumbnails to get users to click and watch. On the other hand, some platforms need text. This means team members must draft and revise messaging and posts that fit the specific goals they’re working toward.
Publish with precision
Publishing may seem like the simplest task for a social media team. Unfortunately, there’s more to it than clicking or tapping “post.” After creating great content, teams want the algorithm to push it to as many targeted people as possible. This means putting it out at a time when those users are online and active.
Early engagement on content tells the algorithm that your post is worthwhile. The problem is there’s no one-size-fits-all time slot for an audience or platform. Finding the sweet spot means looking at time zones, office hours, sleep schedules, and routines. Even when a team finds an effective time to post, it can shift over time.
An easy way to set a publishing schedule and make adjustments is with a content calendar tool. Social media calendars allow multiple people to view when content will go live on each platform, allowing everyone to be on the same page. Content calendars also make it easy to schedule posts during campaigns, around key events, or before deadlines. Teams can also plan for approval steps in advance and set backup content in case of delays.
Build relationships
Social media engagement turns curious followers into loyal supporters by taking them from passive to active participants in the brand’s community. This part of social media management calls for teams to reply to comments and messages.
Social media management teams must be ready for a range of comments. Some users will offer support and encouragement. Others will make complaints and give negative feedback. Either way, it’s important to create positive conversations and make users feel valued.
When teams do community engagement right, it can lead to a better brand reputation, increased trust, and bigger audiences. By showing their receptivity to followers’ opinions and tailoring content to their wants and needs, organizations make the audience feel valued and more likely to provide continued support.
Listen to your audience
Social listening refers to monitoring and analyzing what’s being said about the brand across the internet. DMs, comments, and mentions indicate what users think of your brand. Keeping tabs on these interactions helps you track public sentiment and stay ahead of trends or credibility issues. However, there may be a much larger conversation about your brand happening that you’re missing.
Social listening tools help teams monitor what’s being said about their brand in all kinds of online spaces, reducing the manual and time-consuming work. Additionally, they can keep track of competitor actions, spot emerging trends, and get the pulse of the industry. If the team finds that a new topic is gaining popularity in the industry, they can create content to address that topic and take advantage of the trend.
Find what’s working
Social media management teams can collect and share analytics with stakeholders on individual posts, channels, and the overall performance to improve. A complete social media audit can help teams see what’s working and what audiences want more of, as well as gaps they need to address.
Teams that lean on strong reporting make more informed decisions. Without reporting, teams may waste time and effort on ideas that data doesn’t back up. With consistent tracking and measurable results, teams can change their strategies and justify decisions to leadership.
Try new things
Audiences and algorithms on the internet change constantly, with new formats and apps coming out of nowhere. Teams that try new things have a better chance of succeeding.
For example, a brand that has some success with long-form educational videos for YouTube may feel like focusing solely on what has always worked is the best strategy. However, if they experiment and begin putting out short clips on TikTok, they could quickly 10x their audience size.
Even if your current strategy is working, a tweak in timing, format, or presentation could make a big difference.
