What does a Social Media Manager do?

A Social Media Manager is responsible for managing and enhancing the theatre's presence on social media platforms. This role involves creating engaging content, interacting with audiences, and implementing social media strategies to promote productions, events, and the theatre's brand. 

What are the main responsibilities of a theatre Social Media Manager?

  • Create and curate engaging content, including text, images, videos, and graphics, tailored to each social media platform
  • Develop and manage a content calendar
  • Plan and execute social media campaigns to promote theatre productions, events, and special initiatives
  • Engage with the theatre’s audience by responding to comments, messages, and mentions in a timely and professional manner
  • Grow and nurture the theatre’s online community by attracting new followers and retaining existing ones
  • Monitor and analyse social media performance using analytics tools
  • Prepare regular reports on social media performance and provide insights and recommendations for improvement
  • Ensure that all social media content is consistent
  • Monitor online conversations
  • Work closely with other departments such as Marketing, PR, production, and Box Office to ensure cohesive marketing efforts
  • Collaborate with influencers, bloggers, and other external partners to enhance the theatre’s social media presence
  • Stay updated with the latest social media trends, tools, and best practices to keep the theatre’s social media presence innovative and effective
  • Develop creative social media campaigns that capture the audience’s attention and drive engagement

Find training, experience and funding opportunities in Social Media from across the theatre industry here

What qualifications do I need to be a Social Media Manager?

While you do not need a degree for this role, a degree in Marketing, Communications, Journalism, or a related field is helpful. Also a portfolio of your own work and reference to campaigns you admire is beneficial to talk to employers about. 

What skills do I need to be a Social Media Manager?

  • In-depth knowledge of major social media platforms (e.g. Facebook, Twitter, Instagram, TikTok, YouTube) and their best practices
  • Proficiency with social media management tools (e.g. Hootsuite, Buffer) and analytics tools (e.g. Google Analytics, native platform analytics)
  • Creativity
  • Multimedia skills
  • Writing skills
  • Interpersonal skills when collaborating with colleagues 
  • Data analysis
  • Problem-solving skills
  • Time management skills
  • Attention to detail
  • Flexibility and adaptability 
  • Up to date trend knowledge 

What does a career as a Social Media Manager look like?

Starting in roles such as Social Media Assistant, Digital Marketing Coordinator, or Content Creator provides foundational experience. With experience, individuals can advance to Social Media Manager or Digital Marketing Manager roles. An apprenticeship or work experience in a Marketing Department can help you develop in your early career. 

Read our blog 'What does work experience in theatre look like' to find out where to start.

How much does a Social Media Manager earn?

A Social Media Manager can earn an average of £25k - £35k per year.  

The above is a guide. Pay, salary or fee can vary depending on the theatre or company, as well as your personal experience. National institutions or commercial productions can pay in excess of the above, with profit-share or community theatre paying less.  

You can find theatre jobs via The Stage Jobs here 


Published: 6th June 2024

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