{"id":96314,"date":"2020-06-18T06:41:30","date_gmt":"2020-06-18T06:41:30","guid":{"rendered":"https:\/\/mailrelay.com\/blog\/2026\/09\/28\/social-media-manager\/"},"modified":"2026-09-28T13:27:24","modified_gmt":"2026-09-28T13:27:24","slug":"social-media-manager","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/pt\/blog\/2020\/06\/18\/social-media-manager\/","title":{"rendered":"O que \u00e9 um Social Media Manager, quais s\u00e3o suas fun\u00e7\u00f5es e ferramentas"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">O profissional <strong>Social Media Manager<\/strong> \u00e9 cada vez <strong>mais requisitado<\/strong> pelas <a href=\"https:\/\/mailrelay.com\/pt\/blog\/2023\/04\/25\/email-marketing-b2b-a-magia-para-criar-uma-boa-estrategia-checklist\/\" target=\"_blank\" rel=\"noreferrer noopener\">empresas<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">As redes sociais <strong>mudaram<\/strong> a forma como interagimos, como buscamos informa\u00e7\u00e3o e at\u00e9 <strong>nossos h\u00e1bitos de compra. <\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">Por isso, ter uma boa presen\u00e7a nas redes sociais \u00e9 imprescind\u00edvel.<\/p>\n\n<p class=\"wp-block-paragraph\">Neste artigo vamos ver o que \u00e9 um <strong>Social Media Manager<\/strong>, quais s\u00e3o suas fun\u00e7\u00f5es e sal\u00e1rio, as diferen\u00e7as em rela\u00e7\u00e3o ao Community Manager e as ferramentas que utiliza.<\/p>\n\n<p class=\"wp-block-paragraph\">Preparado?<\/p>\n\n\n<h2 class=\"wp-block-heading\">O que \u00e9 um Social Media Manager<\/h2>\n\n<p class=\"wp-block-paragraph\">Um Social Media Manager \u00e9 um profissional <strong>do Marketing Digital<\/strong> que cria a <strong>estrat\u00e9gia de uma marca<\/strong> nas redes sociais.<\/p>\n\n<p class=\"wp-block-paragraph\">Na verdade, \u00e9 a pessoa respons\u00e1vel por criar o <a href=\"https:\/\/nortecreando.com\/plan-social-media-marketing\/\" target=\"_blank\" rel=\"noopener\">plano de social media marketing da empresa<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">O Social Media Manager precisa manter o controle das campanhas. Analisando, interpretando e <strong>avaliando o ROI<\/strong> das a\u00e7\u00f5es realizadas.<\/p>\n\n<h2 class=\"wp-block-heading\">Fun\u00e7\u00f5es do Social Media Manager<\/h2>\n\n<p class=\"wp-block-paragraph\">Dependendo da empresa e da equipe de Marketing Digital dela, o Social Media costuma desempenhar as seguintes fun\u00e7\u00f5es:<\/p>\n\n<h3 class=\"wp-block-heading\"><strong>Conhecer o modelo de neg\u00f3cio da empresa <\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">\u00c9 imprescind\u00edvel ter um modelo de neg\u00f3cio definido e que o SMM o conhe\u00e7a. Ele precisa levar em conta aspectos como:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Quais s\u00e3o os produtos ou servi\u00e7os que vende<\/li>\n\n\n\n<li>Quais canais utiliza<\/li>\n\n\n\n<li>Quais s\u00e3o seus recursos<\/li>\n\n\n\n<li>Qual \u00e9 o valor agregado de seus produtos ou servi\u00e7os<\/li>\n\n\n\n<li>A proposta de valor<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Analisar a concorr\u00eancia<\/h3>\n\n<p class=\"wp-block-paragraph\">Ele vai determinar em que situa\u00e7\u00e3o est\u00e1 a concorr\u00eancia ap\u00f3s realizar um benchmarking profundo.<\/p>\n\n<h3 class=\"wp-block-heading\">Auditoria de redes sociais<\/h3>\n\n<p class=\"wp-block-paragraph\">Ele ter\u00e1 que <strong>analisar<\/strong> as diferentes <strong>redes sociais<\/strong> da marca e da <strong>concorr\u00eancia<\/strong> para saber qual \u00e9 o conte\u00fado que funciona melhor, se foram feitas campanhas de publicidade, qual \u00e9 a frequ\u00eancia de publica\u00e7\u00e3o, o tr\u00e1fego proveniente das redes sociais, as convers\u00f5es obtidas, entre outras tarefas.<\/p>\n\n<h3 class=\"wp-block-heading\">Definir o p\u00fablico-alvo<\/h3>\n\n<p class=\"wp-block-paragraph\">Todas as a\u00e7\u00f5es realizadas nas redes sociais devem ser direcionadas ao <a href=\"https:\/\/anatrenza.com\/reconocer-cliente-ideal-buyer-persona\/\" target=\"_blank\" rel=\"noopener\">cliente ideal ou buyer persona<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">Por esse motivo, o Social Media Manager deve conhecer esse avatar na perfei\u00e7\u00e3o.<\/p>\n\n<h3 class=\"wp-block-heading\">Realizar uma an\u00e1lise SWOT em Social Media<\/h3>\n\n<p class=\"wp-block-paragraph\">O profissional de Social Media precisa ter amplo conhecimento em Marketing. Realizar uma <strong>an\u00e1lise SWOT<\/strong> est\u00e1 entre suas fun\u00e7\u00f5es e \u00e9 <strong>imprescind\u00edvel<\/strong> para o desenvolvimento do <strong>plano nas redes sociais. <\/strong> <\/p>\n\n<p class=\"normal wp-block-paragraph\"><span lang=\"es\" style=\"font-size: 12.0pt; line-height: 115%;\">Ele \u00e9 o respons\u00e1vel por escolher as redes sociais que a marca vai utilizar. Dependendo do modelo de neg\u00f3cio, do p\u00fablico-alvo, do or\u00e7amento e da an\u00e1lise pr\u00e9via, ele escolher\u00e1 uma ou outra.<\/span><\/p>\n\n<h3 class=\"wp-block-heading\">Definir os objetivos<\/h3>\n\n<p class=\"wp-block-paragraph\">Define os <strong>objetivos de social media<\/strong> que deseja alcan\u00e7ar. Podem ser visibilidade de marca, aumento de tr\u00e1fego, aumento de assinantes, etc.<\/p>\n\n<h3 class=\"wp-block-heading\">Desenvolver a estrat\u00e9gia<\/h3>\n\n<p class=\"wp-block-paragraph\">Ele \u00e9 o respons\u00e1vel por desenvolver a estrat\u00e9gia para alcan\u00e7ar os objetivos definidos.<\/p>\n\n<h3 class=\"wp-block-heading\">Criar um plano de conte\u00fado<\/h3>\n\n<p class=\"wp-block-paragraph\">O conte\u00fado \u00e9 fundamental no mundo do social media. Por isso mesmo, ele \u00e9 o respons\u00e1vel por criar um <a href=\"https:\/\/nortecreando.com\/calendario-editorial-redes-sociales\/\" target=\"_blank\" rel=\"noopener\">calend\u00e1rio editorial de redes sociais<\/a>. Posteriormente, o Community Manager vai gerenciar e publicar o conte\u00fado.<\/p>\n\n<p class=\"wp-block-paragraph\">Em alguns casos, \u00e9 o Community Manager quem cria o calend\u00e1rio editorial.<\/p>\n\n<h3 class=\"wp-block-heading\">Planejar colabora\u00e7\u00f5es<\/h3>\n\n<p class=\"wp-block-paragraph\">Ele \u00e9 o respons\u00e1vel por planejar e supervisionar todas as colabora\u00e7\u00f5es com marcas ou influenciadores.<\/p>\n\n<h3 class=\"wp-block-heading\">Analisar e criar relat\u00f3rios<\/h3>\n\n<p class=\"wp-block-paragraph\">O SMM vai determinar os principais KPIs e verificar se as a\u00e7\u00f5es realizadas est\u00e3o cumprindo os objetivos.<\/p>\n\n<h3 class=\"wp-block-heading\">Criar um Plano de Conting\u00eancia<\/h3>\n\n<p class=\"wp-block-paragraph\">Outra de suas fun\u00e7\u00f5es \u00e9 criar um plano de gest\u00e3o de crise de reputa\u00e7\u00e3o nas redes sociais. Ele cria os poss\u00edveis cen\u00e1rios de crise e define o tipo de a\u00e7\u00e3o de acordo com cada canal de comunica\u00e7\u00e3o.<\/p>\n\n<h3 class=\"wp-block-heading\">Supervisionar o trabalho do Community Manager<\/h3>\n\n<p class=\"wp-block-paragraph\">Esse profissional \u00e9 o respons\u00e1vel pelo departamento de Social Media. Ele precisa supervisionar e indicar os passos que o Community Manager deve seguir.<\/p>\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/05\/plan-de-social-media.png\" alt=\"Diferen&#xE7;as entre o Social Media Manager e o Community Manager\" class=\"wp-image-16000\" title=\"Diferen&#xE7;as entre o Social Media Manager e o Community Manager\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/05\/plan-de-social-media.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/05\/plan-de-social-media-300x162.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/05\/plan-de-social-media-110x59.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 class=\"wp-block-heading\">Diferen\u00e7as entre o Social Media Manager e o Community Manager<\/h2>\n\n<p class=\"wp-block-paragraph\">Muitas pessoas confundem esses dois termos. Mas o SMM e o CM s\u00e3o dois <strong>profissionais distintos<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">O Social Media Manager <strong>planeja e desenha<\/strong>, enquanto o Community Manager <strong>executa e gerencia<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">NOTA: Quando voc\u00ea trabalha em uma ag\u00eancia de marketing, essas duas profiss\u00f5es s\u00e3o bem diferenciadas. No entanto, h\u00e1 muitos empreendedores que exercem tanto as fun\u00e7\u00f5es do SMM quanto as do CM.<\/p>\n\n<p class=\"wp-block-paragraph\">H\u00e1 muitos mitos sobre as <strong>fun\u00e7\u00f5es de um community manager<\/strong>, ent\u00e3o vou te contar as principais tarefas que ele realiza:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Monitorar e fazer escuta ativa, comunicando as informa\u00e7\u00f5es relevantes \u00e0 empresa<\/li>\n\n\n\n<li>Responder \u00e0 comunidade online<\/li>\n\n\n\n<li>Estabelecer um relacionamento com os influenciadores do setor<\/li>\n\n\n\n<li>Curadoria de conte\u00fado<\/li>\n\n\n\n<li>Programar o conte\u00fado nas redes sociais<\/li>\n\n\n\n<li>Interagir com os seguidores e criar uma rela\u00e7\u00e3o de confian\u00e7a com eles<\/li>\n\n\n\n<li>Muitas vezes cria os designs ou faz fotografias<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">O que estudar para ser um Social Media Manager<\/h2>\n\n<p class=\"wp-block-paragraph\">N\u00e3o existe uma gradua\u00e7\u00e3o chamada Social Media Manager, mas na minha opini\u00e3o \u00e9 fundamental ter <strong>forma\u00e7\u00e3o em Marketing Digital<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">Principalmente, ter conhecimentos em <strong>publicidade online, estrat\u00e9gia e t\u00e9cnicas de marketing. <\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">O conte\u00fado nas redes sociais \u00e9 muito importante, mas se voc\u00ea quer guiar o usu\u00e1rio \u00e0 a\u00e7\u00e3o e acompanh\u00e1-lo em todo o processo de compra, precisa de conhecimentos avan\u00e7ados em estrat\u00e9gia online.<\/p>\n\n<p class=\"wp-block-paragraph\">As aptid\u00f5es de um Social Media Manager podem ser algumas das seguintes:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Vis\u00e3o estrat\u00e9gica<\/li>\n\n\n\n<li>Capacidade anal\u00edtica<\/li>\n\n\n\n<li>Ser um bom comunicador<\/li>\n\n\n\n<li>Amplo conhecimento em Social Media e em todas as suas ferramentas<\/li>\n\n\n\n<li>Criatividade<\/li>\n\n\n\n<li>Amplo conhecimento em Marketing e Publicidade<\/li>\n\n\n\n<li>Estar atualizado sobre todas as novidades do setor e em forma\u00e7\u00e3o cont\u00ednua<\/li>\n\n\n\n<li>Vis\u00e3o empresarial<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Quanto ganha um Social Media Manager<\/h2>\n\n<p class=\"wp-block-paragraph\">Dizer quanto ganha um SMM n\u00e3o \u00e9 f\u00e1cil. Depende de muitos fatores, como as tarefas que realiza, o tamanho da empresa, a estrat\u00e9gia ou o custo das ferramentas.<\/p>\n\n<p class=\"wp-block-paragraph\">Mas segundo um estudo da INESDI Digital Business School em 2020, um Social Media Manager pode conseguir um <strong>sal\u00e1rio bruto anual entre 35.000 e 50.000 euros. <\/strong> <\/p>\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"660\" height=\"628\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2020\/06\/salario-social-media-manager.jpg\" alt=\"profiss&#xF5;es digitais, sal&#xE1;rios m&#xE9;dios\" class=\"wp-image-27100\" title=\"profiss&#xF5;es digitais, sal&#xE1;rios m&#xE9;dios\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2020\/06\/salario-social-media-manager.jpg 660w, https:\/\/mailrelay.com\/wp-content\/uploads\/2020\/06\/salario-social-media-manager-300x285.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2020\/06\/salario-social-media-manager-110x105.jpg 110w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Imagem Expansi\u00f3n e fonte Inesdi Digital Business School<\/p>\n\n<h2 class=\"wp-block-heading\">Ferramentas do Social Media Manager<\/h2>\n\n<p class=\"wp-block-paragraph\">H\u00e1 muitas ferramentas que ajudam na hora de implementar a estrat\u00e9gia de Social Media.<\/p>\n\n<p class=\"wp-block-paragraph\">Aqui apresento uma lista com as mais conhecidas, mas isso n\u00e3o significa que um SMM utilize todas. Isso depende da empresa, da equipe, do or\u00e7amento ou das fun\u00e7\u00f5es que cada um desempenha.<\/p>\n\n<h3 class=\"wp-block-heading\">Metricool<\/h3>\n\n<p class=\"wp-block-paragraph\">\u00c9 uma ferramenta muito completa utilizada por um grande n\u00famero de profissionais.<\/p>\n\n<p class=\"wp-block-paragraph\">Voc\u00ea pode criar relat\u00f3rios, analisar, planejar, monitorar dados do seu site, analisar qualquer hashtag ou criar e gerenciar campanhas de Google Ads e Facebook Ads.<\/p>\n\n<p class=\"wp-block-paragraph\">Completa, n\u00e3o \u00e9? Al\u00e9m disso, pode ser integrada com Twitter, Facebook, Instagram, Google, Youtube e LinkedIn.<\/p>\n\n<h3 class=\"wp-block-heading\">SocialGest<\/h3>\n\n<p class=\"wp-block-paragraph\">\u00c9 uma ferramenta parecida com o Metricool.<\/p>\n\n<p class=\"wp-block-paragraph\">Tem uma interface muito intuitiva onde voc\u00ea pode programar, analisar, responder a coment\u00e1rios, planejar, criar concursos, monitorar keywords e trabalhar em equipe.<\/p>\n\n<h3 class=\"wp-block-heading\">Mention<\/h3>\n\n<p class=\"wp-block-paragraph\">\u00c9 uma plataforma de escuta ativa que identifica conversas sobre sua marca ou as palavras que voc\u00ea escolher.<\/p>\n\n<p class=\"wp-block-paragraph\">Analisa o que se diz sobre voc\u00ea em todas as fontes, redes sociais, f\u00f3runs, blogs e sites.<\/p>\n\n<h3 class=\"wp-block-heading\">Google Analytics<\/h3>\n\n<p class=\"wp-block-paragraph\">\u00c9 uma ferramenta de an\u00e1lise web. Com ela voc\u00ea pode saber quem s\u00e3o os visitantes do seu site, quantos v\u00eam das redes sociais e exatamente de quais redes sociais.<\/p>\n\n<p class=\"wp-block-paragraph\">Voc\u00ea tamb\u00e9m pode descobrir quais p\u00e1ginas foram as mais visitadas a partir das redes sociais e criar eventos espec\u00edficos.<\/p>\n\n<h3 class=\"wp-block-heading\">Google Data Studio<\/h3>\n\n<p class=\"wp-block-paragraph\">Com essa plataforma voc\u00ea pode criar um dashboard de redes sociais. Ou seja, permite integrar em um mesmo lugar diversas fontes de dados e estat\u00edsticas dos seus projetos.<\/p>\n\n<p class=\"wp-block-paragraph\">Em conclus\u00e3o, um <strong>Social Media Manager<\/strong> tem a fun\u00e7\u00e3o de elaborar a estrat\u00e9gia de Social Media com o objetivo de alcan\u00e7ar as metas definidas.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Porque sem estrat\u00e9gia, n\u00e3o h\u00e1 resultados.  <\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Espero que voc\u00ea tenha gostado do artigo. Se voc\u00ea tiver alguma d\u00favida, escreva para mim nos coment\u00e1rios. E se voc\u00ea achou o artigo interessante, compartilhe \ud83d\ude42<\/p>\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/nortecreando.com\/\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"250\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2020\/06\/sara-fernandez.png\" alt=\"Sara Fern&#xE1;ndez\" class=\"wp-image-27103\" title=\"Sara Fern&#xE1;ndez\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2020\/06\/sara-fernandez.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2020\/06\/sara-fernandez-300x119.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2020\/06\/sara-fernandez-110x44.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/a><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Seu trabalho costuma partir de um bom <a href=\"https:\/\/mailrelay.com\/pt\/blog\/2017\/07\/26\/como-criar-um-plano-de-social-media-para-seu-site-ou-blog\/\" target=\"_blank\" rel=\"noopener\">plano de Social Media<\/a> e de ter muito claro o <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/buyer-persona\/\" target=\"_blank\" rel=\"noopener\">buyer persona<\/a> a quem se dirige.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O profissional Social Media Manager \u00e9 cada vez mais requisitado pelas empresas. As redes sociais mudaram a forma como interagimos, como buscamos informa\u00e7\u00e3o e at\u00e9 nossos h\u00e1bitos de compra. Por isso, ter uma boa presen\u00e7a nas redes sociais \u00e9 imprescind\u00edvel. Neste artigo vamos ver o que \u00e9 um Social Media Manager, quais s\u00e3o suas fun\u00e7\u00f5es [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":40833,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[580,876],"tags":[],"class_list":["post-96314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-pt","category-redes-sociais-e-gestao-de-comunidade"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\ud83e\udd47 Social Media Manager: o que \u00e9, fun\u00e7\u00f5es e ferramentas<\/title>\n<meta name=\"description\" content=\"\ud83d\udc69\u200d\ud83d\udcbc\ud83d\udcbb Descubra como ser um Social Media Manager especialista em estrat\u00e9gias de marca nas redes sociais! 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