Social media as a job misunderstandings

Thinking about a future in digital marketing or a social-first role? If you spend hours creating Instagram Reels, scrolling through trends, or wondering why one post blows up and another flops, you might already be thinking like a marketer. Social media isn’t just a fun hobby anymore; it’s a career that blends creativity, communication, and strategy.

But because social media jobs look so fun, they’re also one of the most misunderstood roles out there. You’ve probably heard people say, “Anyone can do that,” or “It’s not a real job.”

We hear the same questions every trimester: Can you do social media as a job? Can you make a living from it? Is social media a good career path? The short answer is yes, provided you treat it as a professional discipline and build the right skills.

We’ll unpack what social media marketing is, bust the biggest myths we hear, and share a practical path to get started.

What is social media marketing?

Social media marketing is all about using platforms like Instagram, TikTok, LinkedIn, YouTube and X (formerly Twitter) to help brands connect with people.

It’s not just about posting pretty pictures. Social media marketers plan campaigns, create content, track results and help businesses grow, either by getting more followers, winning more customers or building a loyal online community.

In a business, social media sits inside the bigger marketing strategy. It helps tell the brand’s story, builds relationships, and drive sales.

When you study a Marketing degree, you’ll learn how social fits into the bigger picture, alongside branding, strategy, analytics, and digital advertising.

Over the past few years, social media has shifted from organic reach to community-first to short-form video dominance.

That evolution is ongoing. This means that the best practitioners pair creativity with agility and continuous learning. A degree in Marketing that tracks industry change (and gives you hands-on practice) is the fastest way to stay current.

Myth 1: Social media is just posting pictures

Social media is just pictures is a classic misconception. Professional social media roles involve far more than visuals and witty captions. You’re looking at:

• Planning and strategy: You’ll map audiences, choose channel roles, build calendars and plan storylines before a single post goes live. You'll also have a response strategy in the wings.
• Creative and copywriting: You’ll craft hooks, scripts, captions and CTAs that align with the brand’s tone of voice and values.
• Content design and production: From vertical video to carousels, image treatments to UGC briefs, you’ll tailor formats for each platform.
• Analytics and optimisation: You’ll analyse metrics (reach, watch time, engagement rate, CTR, CPA, ROAS), test creative and iterate weekly.
• Community and customer care: You’ll moderate, respond to and escalate issues, working closely with PR and service teams.
• Cross-functional impact: Social supports brand and business goals (product launches, events, recruitment, partnerships) and feeds insights back to marketing, sales and CX.
• Stakeholder management: You’ll collaborate with internal teams, agencies, influencers and partners, briefing creators, managing expectations, and keeping everyone on the same page.

If done well, social media marketing connects daily content with quarterly targets. That’s why it belongs inside a broader marketing skill set rather than being treated as a side task.

It’s a mix of creative and analytical thinking. You get to brainstorm ideas and trends, but also dive into numbers to see what’s working.

That’s why most professionals build their skills through study or training, to learn the why behind what they post. Understanding audiences, brand identity, and data insights are all part of the job.

Myth 2: Anyone can do social media

Most of us use social platforms; that doesn’t mean we can manage them professionally. Running a brand’s social accounts means maintaining a consistent tone of voice, meeting goals, and proving your impact through data. It’s not just about likes, it’s about what those likes lead to.

• Metrics: In a social media role, you will need to set channel objectives, define which KPI (engagement, conversion metrics and followers) matters and report across platforms.
• Brand voice and governance: Consistency builds trust. Maintaining a tone of voice is non-negotiable for any credible brand. It’s also why an increasing number of employers are reviewing candidates’ online presence.
• Data-informed decisions: From audience insights to A/B tests on creatives, professionals use data to refine messaging and demonstrate impact to stakeholders.
• Social media tools: Schedulers, social listening, analytics tools, and ad managers underpin modern workflows, and professionals must know how to use and present the findings from each tool.

Is social media a good career path? If you enjoy the blend of creative ideas and analytical thinking, then yes. It’s a growth area inside marketing with clear pathways into strategy, performance marketing, and communications.

Myth 3: There is no real career growth in social media

This one couldn’t be more wrong. Social media is one of the fastest-growing areas of marketing, and it’s constantly evolving. What starts as an entry-level role can grow into high-level strategy or leadership positions.

Here’s what a career pathway might look like:

Entry level

• Social Media Coordinator
• Content Creator
• Community Manager
• Advertising Executive

Mid-level

• Social Media Manager
• Influencer Marketing Specialist
• Paid Social Media Strategist
• Account Manager

Senior level

• Digital Marketing Manager
• Head of Social or Brand Strategy
• Communications Director
• Account Director

Some professionals even branch into areas like analytics, influencer marketing, content strategy, or paid advertising.

So, if you’re wondering whether you can make a living off social media, the answer is yes. You can build a stable, full-time career in marketing teams, agencies, or as a freelancer.

And if you love the creative side, you can also work on personal brands, manage influencer partnerships, or create your own content business.

Social media isn’t a short-term job. It’s a launchpad for a career that’s as flexible and fast-paced as the platforms themselves.

To take the first step, explore our Marketing courses, where you’ll learn everything from audience insights and digital trends to hands-on campaign creation.

1. Learn the basics of marketing and keep learning

Social media changes constantly. New features, algorithms and trends are the reasons why continuous learning is important.

If you are studying with us, you’ll get to work on industry projects that prepare you for real jobs. Here are some Marketing courses you could check out:

• Diploma of Business (Marketing): Your on-ramp to key concepts, with pathways into the bachelor’s. Ideal if you want an entry-level social role quickly while you keep studying.
• Bachelor of Business (Marketing): A comprehensive degree covering brand, strategy, consumer behaviour, analytics and digital, with work placements that translate into portfolio projects (exactly what social hiring managers want to see).
• Short courses and micro-credentials: Focused refreshers on social, content and digital marketing essentials to keep your skills current between roles or trimesters.

Subjects like Marketing in the Digital Era (MKT105) with us will teach you how marketing works in a digital-first world. You’ll explore how brands connect with customers, how campaigns are planned, and how social media fits into the bigger marketing picture.

Working in social media means you’ll always be learning, experimenting, and connecting with audiences. It’s fast-paced, creative, and incredibly rewarding when you see your content making an impact.

Whether you’re dreaming of running campaigns for a global brand, managing an influencer account, or even launching your own social media business, it all starts with understanding how marketing works.