Social media manager or community manager—what’s the difference, and which one do you actually need? You’re not alone if you’ve asked yourself this question. In today’s hyper-connected world, brands are expected to not only post great content but also build thriving communities around their values. That’s where the confusion begins.
At first glance, these roles might seem interchangeable. After all, both interact with your audience online, both aim to boost engagement, and both are essential for brand growth. But here’s the catch: they focus on entirely different goals, strategies, and connection types. One broadcasts your brand voice across platforms. The other fosters deep relationships within your audience.
In 2025, as more businesses go remote and competition for digital attention heats up, understanding the difference between a social media manager and a community manager isn’t just helpful—it’s a must. Whether you’re a startup trying to grow your online presence or an established brand looking to strengthen your customer loyalty, hiring the right person could be the game-changer you’ve been waiting for.
So, let’s break it down into what each role does, where they overlap, where they don’t, and how to decide which one your business really needs.
What Does a Social Media Manager Do?
Think of a social media manager as your brand’s online megaphone. Their job? To make your voice heard loud and clear across every platform your audience uses, from Instagram and TikTok to LinkedIn and X (formerly Twitter). They're the storytellers, strategists, and schedulers behind every scroll-stopping post.
A social media manager doesn’t just post pretty pictures or catchy captions (though they’re great at that, too). They create and execute a strategic content plan that aligns with your business goals—whether growing your audience, driving website traffic, or launching a new product.
Here’s what a typical day might look like for a social media manager:
- Writing and designing posts that reflect your brand’s tone and message.
- Scheduling content using tools like Buffer, Hootsuite, or Sprout Social.
- Monitoring performance metrics such as reach, engagement, clicks, and conversions.
- Staying ahead of trends to jump on relevant moments and viral topics.
- Collaborating with designers, copywriters, and other marketing team members.
- Running paid ad campaigns to amplify content reach.
- Responding to comments and messages in a brand-consistent voice.
They’re the data-savvy creatives who blend analytics with imagination. If your business needs a strong, consistent presence online and wants to grow its audience, a social media manager is your go-to pro.
What Does a Community Manager Do?
While the social media manager is out there broadcasting your message to the masses, the community manager is quietly building meaningful relationships behind the scenes. Their mission? To turn followers into fans—and fans into loyal advocates.
A community manager is the human face of your brand. They don’t just talk at your audience—they talk with them. Whether they’re replying to a comment in your Facebook Group, welcoming a new member on Discord, or solving a user’s problem in a Slack channel, they’re focused on nurturing trust, connection, and genuine engagement.
Here’s what a day in the life of a community manager might look like:
- Sparking conversations in forums, groups, or private channels.
- Responding to customer questions and concerns in a friendly, personal tone.
- Encouraging user-generated content and celebrating community wins.
- Moderating discussions to keep the vibe respectful and on-brand.
- Gathering feedback and passing insights along to product or marketing teams.
- Hosting virtual events like AMAs, webinars, or live chats to deepen connections.
- Measuring community health through metrics like sentiment, retention, and active participation.
If the social media manager is the spotlight, the community manager is the campfire—creating a warm, inclusive space where people feel heard and valued.
So, if your brand is focused on long-term loyalty, word-of-mouth buzz, and two-way conversations, a community manager is the person to help you build it all.
Key Differences Between Social Media and Community Managers
Social media managers and community managers might live in the same digital neighborhood, but they’re definitely not doing the same job. Understanding the key differences between them is crucial if you want to hire the right person or build a team that covers both sides of the engagement equation.
Let’s break it down:
How to Know Which Role Your Business Needs
Not sure whether to hire a social media manager or a community manager? You’re not alone. The right choice depends on your goals, your growth stage, and how you interact with your audience.
Here’s how to figure it out:
You might need a Social Media Manager if:
- You’re looking to grow brand awareness fast.
- You need a steady flow of high-quality content across multiple platforms.
- Your marketing goals include increasing traffic, sales, or lead generation.
- You want data-driven strategies to optimize reach and engagement.
- You’re launching a product or running paid social campaigns.
You might need a Community Manager if:
- You already have an audience and want to deepen relationships.
- You’re building a brand around trust, support, and loyalty.
- You run online groups, forums, or membership communities.
- You need someone to listen, engage, and respond with empathy.
- You're focused on customer feedback, retention, and brand advocacy.
In some cases, you may need both. Larger brands often hire both roles to work together—the social media manager amplifies the message, while the community manager strengthens the connection. For smaller businesses or startups, a hybrid role may work temporarily, but defining the responsibilities clearly is key to avoiding burnout or mixed messaging.
Can One Person Do Both Roles?
It’s a common question, especially for startups or small businesses: Can one person wear both hats? The short answer is: yes, but it depends.
In the early days of a brand, it’s not unusual to find one person juggling social media strategy and community engagement. This hybrid role can be a cost-effective way to maintain momentum without building a large team. But over time, the demands of both roles can pull in different directions, making it harder for one person to do both jobs well.
When it works:
- You’re just starting out and building an audience from scratch.
- Your community is small and manageable.
- You have clear priorities and aren’t stretching across too many platforms.
- The person in the role has a well-rounded skill set (and a lot of energy!).
When it doesn’t:
- You’re scaling fast and need specialized focus on both growth and retention.
- Your community is active and requires real-time moderation.
- You’re investing in paid social campaigns and content strategy.
- You need in-depth reporting and engagement tracking for both functions.
While it’s possible for a talented digital marketer to handle both social and community tasks in the short term, long-term success usually means separating the roles, so each professional can go deep in their area of expertise.
What Skills to Look For in Each Role
Hiring the right person starts with knowing what to look for. While there’s some overlap in soft skills, social media managers and community managers require distinct technical strengths and mindsets to succeed.
Social Media Manager: Key Skills
- Content creation (copywriting, design, short-form video)
- Platform expertise (Instagram, TikTok, LinkedIn, X, Facebook Pages)
- Analytics & reporting (Google Analytics, Meta Insights, social dashboards)
- Social scheduling tools (Hootsuite, Buffer, Sprout Social)
- Campaign planning & execution
- Trend awareness & creativity
- Strong writing and visual storytelling
- SEO basics for social content
- Data-driven decision-making
- Time management & multitasking
Community Manager: Key Skills
- Empathy & communication
- Conflict resolution & moderation
- Platform fluency (Facebook Groups, Discord, Slack, Reddit, forums)
- Listening & feedback collection
- Relationship-building & engagement strategy
- Event planning (live chats, webinars, community challenges)
- Sentiment analysis & community health tracking
- Customer service mindset
- Problem-solving
- Cultural sensitivity & adaptability
Tip: When hiring, don’t just look at resumes. Ask candidates to walk you through real examples of how they’ve built engagement, solved community issues, or grown a social audience. The best ones will light up when they talk about connecting with people.
Hiring Tips for U.S. Companies Outsourcing to Latin America
Looking to hire a social media or community manager without stretching your budget? Latin America is one of the best regions to find skilled, bilingual digital professionals who bring creativity, cultural awareness, and cost-efficiency to the table. Here’s how to make the most of hiring remotely from LATAM.
Why Latin America is a smart choice:
- Time zone alignment with U.S. business hours (no more midnight Zooms!)
- Highly educated talent pool with digital marketing expertise.
- English-Spanish bilingual professionals who can support global audiences.
- Lower hiring costs compared to U.S.-based professionals.
- Strong work ethic and familiarity with U.S. markets and pop culture trends.
What to look for when hiring:
- A portfolio of past work, especially social campaigns or community growth strategies.
- Experience managing U.S. or global audiences.
- Proficiency in relevant tools (e.g., Meta Business Suite, Canva, Discord).
- Soft skills like adaptability, creativity, and empathy.
- Strong communication and writing skills in both English and Spanish (if needed).
Tip: Partnering with a recruitment agency like South can streamline your search and connect you with pre-vetted, remote-ready professionals already excelling in similar roles for U.S. companies.
The Takeaway
At the end of the day, the decision between hiring a social media manager or a community manager comes down to what your business needs most right now. Do you need to grow your visibility and reach a wider audience? A social media manager is your best bet. Want to strengthen loyalty and deepen connections with your current followers? A community manager will make all the difference.
And if your business is ready to do both—build brand awareness and cultivate a thriving online community—it might be time to hire both roles or look for a well-rounded professional who can start as a hybrid and grow with you.
Whatever your path, don’t overlook the incredible talent pool in Latin America. From highly skilled strategists to deeply empathetic community builders, LATAM professionals offer the expertise you need, without the high costs of U.S. hiring.
Need help finding the perfect match for your brand? South specializes in connecting U.S. companies with top-tier remote talent from Latin America. Whether you need a standout social media manager, a relationship-driven community manager, or both, schedule a free call with us to help you hire smart and scale faster!
