Who do I hire!? What is a..Social Media..What..?

Understanding Social Media Roles: Who Does What (and Why It Matters for Your Business) When you’re looking to grow your business online, it’s easy to get overwhelmed by the many job titles in the social media world. From Social Media Manager to Content Creator to Digital Marketing Manager, the terms often overlap, but the responsibilities are very different.

Social Media Clarity

Knowing the difference can save you time, money, and frustration. It also helps you hire (or outsource) the right person for your business needs.

In this guide, we’ll break down the most common social media roles, what they actually mean, and how they fit into your business strategy.

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What Does a Social Media Manager Do?

A Social Media Manager is the project manager of your online presence. They oversee everything from content calendars to community engagement.

Key responsibilities include:

• Creating and managing posting schedules.

• Engaging with followers through comments, messages, and reviews.

• Tracking analytics and adjusting strategies.

• Maintaining brand consistency.

If you need someone to run the show day-to-day, a Social Media Manager is your go-to.

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What Is a Social Media Content Creator?

A Social Media Content Creator is the artist and storyteller of your brand. They’re responsible for producing the actual posts that go live.

They typically:

• Brainstorm creative ideas.

• Shoot and edit videos, reels, and photos.

• Write captions and design visuals.

If you want your brand to look polished and engaging, this is the role that makes it happen.

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What Is Social Media Marketing?

Social Media Marketing is the strategy behind using social platforms to grow your business. It goes beyond posting, it’s about results.

Responsibilities often include:

• Running paid ad campaigns (Facebook, Instagram, TikTok, LinkedIn).

• Driving sales, leads, or website traffic.

• Conducting competitor analysis and market research.

Think of this as the business side of social media.

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What Is a Social Media Influencer?

A Social Media Influencer is someone who has built a loyal audience online and can influence purchasing decisions.

They typically:

• Create content for their own brand.

• Collaborate with companies on sponsored posts.

• Leverage trust with their audience.

They act as a spokesperson with reach.

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What Is a Social Media Strategist?

A Social Media Strategist looks at the big picture. Unlike a manager, they aren’t focused on daily posting, they’re building the roadmap.

They:

• Research trends.

• Set goals and KPIs.

• Develop long-term growth strategies.

Perfect if you need direction before execution.

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What Does a Social Media Analyst Do?

A Social Media Analyst is the numbers person on your team.

They:

• Track performance and ROI.

• Study audience behaviour.

• Provide data-driven recommendations.

If you want to know what’s working and what’s not, this is who you need.

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What Is a Social Ads Manager?

A Social Ads Manager specializes in paid campaigns.

Responsibilities include:

• Running ad campaigns on Facebook, Instagram, TikTok, and LinkedIn.

• Optimizing ad budgets and targeting.

• Running A/B tests to improve results.

They ensure your ad dollars are well spent.

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What Is a Social Media Consultant?

A Social Media Consultant is more of an advisor than a doer.

They:

• Audit your accounts.

• Provide strategies for improvement.

• Train teams or guide businesses, but don’t usually post daily content.

Best if you want guidance without full-time execution.

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What Does a Digital Marketing Manager Do?

A Digital Marketing Manager wears many hats. Social media is only one part of their toolkit.

They also cover:

• SEO (search engine optimization).

• Google Ads and PPC campaigns.

• Email marketing campaigns.

This is a bigger-picture marketing role.

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What Is a Content Marketing Manager?

A Content Marketing Manager focuses on how all content types work together across platforms.

They typically manage:

• Blogs and articles.

• Newsletters and email content.

• Social media campaigns.

• Video and multimedia storytelling.

They connect the dots between social media and the rest of your marketing.

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Clarity - What is a Brand Strategist?

A Brand Strategist is the person who shapes the way a business is perceived, both online and offline. Instead of focusing only on logos or visuals, they look at the big picture of a brand and create a plan for how it connects with its audience.

• Brand Identity Development – Clarifying mission, vision, values, and personality.

• Audience Research – Understanding the target customer’s needs, behaviours, and motivations.

• Market Positioning – Finding where the brand fits within the industry and how it differentiates.

• Messaging Framework – Crafting tone of voice, key messages, and brand storytelling.

• Consistency Across Channels – Making sure the brand feels cohesive on social media, websites, packaging, and marketing campaigns.

• Long-Term Growth Strategy – Planning how the brand evolves over time while staying true to its core.

Think of Them As…

The architect of the brand. While designers and marketers bring the pieces to life, the Brand Strategist ensures everything aligns with a clear, intentional direction.

Where Moon+Stone Studio Comes In

If you’ve read this far, you’re likely looking for social media guidance and clarity on which support will make the biggest difference for your business.

At Moon+Stone Studio, we combine the expertise of a Social Media Manager, Content Creator, and Marketing Strategist into one seamless, creative service. Unlike a traditional agency, we’re a freelance studio that specializes in helping small businesses in the creative, wellness, and professional industries thrive online.

I’m Tine Butler, Founder and Brand Strategist, and my mission is to help you cut through the noise, build a cohesive online presence, and make social media work for your business, not the other way around.

As a Brand Strategist, my focus goes beyond visuals and posting schedules. I look at the bigger picture of how your business is seen, experienced, and remembered. I combine creativity with strategy to:

• Define your brand’s mission, values, and voice

• Create a visual identity and messaging that resonates with your ideal audience

• Build systems and strategies that keep your brand consistent across social media, websites, and marketing campaigns

At its core, my work is about helping you feel confident, organized, and prepared, with a strong brand foundation that allows your business to stand out online and in your community.

Ready to take the guesswork out of social media and build a brand that truly stands out? Moon+Stone Studio is here to help you create a cohesive, authentic, and strategic online presence, so you can focus on growing your business with confidence.

Let’s bring your brand to life. Get in touch today and start your journey to a stronger, more memorable online presence.

Tine Founder & Brand Strategist

Moon+Stone Studio

tine@moonstonestudio.ca