Social Media Manager Vs Digital Marketing Manager: My Journey Figuring It Out

 Social Media Manager Vs Digital Marketing Manager

Look, when I started this whole digital thing back in 2019, I thought being a social media manager and a digital marketing manager was the same thing. I mean, they both deal with online stuff, right? You post on Instagram, run some ads, maybe reply to a few DMs, and you’re good. But, oh boy, was I wrong! After hustling through a couple of gigs in Lagos and Abuja, I learned the hard way that these two roles are like jollof rice and fried rice—same family, different vibes. Let me break it down for you, Nigerian style, with all the gist from my own experience.

How I Stumbled Into Social Media Management

It all started when my cousin Tunde hooked me up with a job at a small fashion brand in Lekki. They needed someone to “handle their Instagram.” I was like, “No wahala, I sabi this one.” I’d been posting fire pictures on my own IG, so I thought it was just about snapping good photos, adding some hashtags, and maybe throwing in a funny caption. That was my first gig as a social media manager.

My day-to-day was all about creating content. I’d spend hours planning posts—picking the right Ankara outfits for flat-lays, editing videos for Reels, and writing captions that would make people laugh or double-tap. I was also the one replying to comments like “Is this available in XL?” or “How much for delivery to Surulere?” I’d schedule posts using apps like Later, keep an eye on what was trending (like when everybody was doing that #BussItChallenge), and make sure the brand’s page looked sharp. I even started experimenting with Instagram Stories, using polls to ask followers if they preferred bold prints or subtle ones.

But then, I noticed something. My oga at the top kept asking about “ROI” and “conversions.” I was like, “Bros, I’m posting o, people are liking!” But apparently, likes weren’t enough. That’s when I realized there was a bigger picture—enter the digital marketing manager.

When I Met the Digital Marketing World

Fast forward to 2021, I landed a role at a fintech startup in Yaba. They called it “digital marketing,” and I thought, “Ehen, same thing, just fancier title.” But chai, it was a different ball game! The first week, they threw me into a meeting talking about “SEO,” “PPC,” and “funnels.” I was just nodding, but inside, I was like, “Wetin be this?!” Luckily, my colleague Amaka, who’s a proper digital marketing pro, broke it down for me.

As a digital marketing manager, it wasn’t just about posting on social media. It was about the whole online strategy. Think of it like planning a big owambe—you don’t just cook the food; you’ve got to invite the right people, make sure the venue is set, and even plan how everybody will get home. My job was to look at the big picture: how do we get people to not just like our posts but actually sign up for our app or buy our services?

I was working on things like Google Ads to get our fintech app showing up when people searched “best savings app in Nigeria.” I learned about email marketing—sending newsletters that weren’t just “Hello, buy now!” but actually told a story to keep people clicking. I also had to dig into analytics, using tools like Google Analytics to track how many people visited our website, how long they stayed, and why some left without signing up. It was like being a detective, but for data.

Unlike my social media days, where I was focused on one or two platforms, digital marketing meant juggling everything—social media, website, email, even WhatsApp campaigns (you know Nigerians love WhatsApp!). I was also working with the content team, the web developer, and even the sales guys to make sure everything aligned. It was stressful, but I felt like a proper big boy in the game.

The Real Difference: My Aha Moment

By 2023, I’d done both roles enough to see the difference clear as day. Social media management is like being the DJ at a party—you keep the vibe going, make sure everybody’s dancing, and post the highlights on Instagram. You’re in charge of one part of the online world: the social platforms. Your job is to create content, engage with followers, and make the brand look cool. You’re the face of the party, posting Reels, tweeting funny memes, and maybe even going live on TikTok.

Digital marketing management, on the other hand, is like being the event planner. You’re not just handling the DJ booth; you’re making sure the entire party happens. You decide who gets invited (target audience), how to get them there (ads, SEO, email), and how to keep them coming back (retargeting, loyalty programs). It’s a broader role that covers everything online, not just social media.

Here’s a quick breakdown, Nigerian style:

• Social Media Manager:
  • Focus: Instagram, Twitter, TikTok, maybe LinkedIn if you’re fancy.
  • Job: Create posts, reply to comments, grow followers, keep the page active.
  • Tools: Canva, CapCut, Hootsuite, maybe your phone for quick edits.
  • Vibe: You’re the life of the party, making sure everybody sees the brand’s swag.
• Digital Marketing Manager:
  • Focus: The whole online space—social media, website, ads, email, everything.
  • Job: Plan campaigns, analyze data, run ads, optimize the website, and drive sales.
  • Tools: Google Analytics, Google Ads, Mailchimp, maybe even some SEO tools like SEMrush.
  • Vibe: You’re the strategist, making sure every move turns into money or growth.

Related article: Where Do People Work as Digital Marketers? Exploring Career Opportunities in the Digital Marketing Landscape

Why It Matters for You

Now, why should you care about this difference? If you’re a small business owner in Nigeria, maybe running a food delivery service in Port Harcourt or a boutique in Enugu, you might think you just need one person to “do online stuff.” But knowing the difference helps you hire right or train yourself better. If you just want to grow your Instagram followers, a social media manager is your guy. But if you’re trying to get people to actually buy your products, you need a digital marketing manager to tie it all together.

For me, the biggest lesson was balance. I still love the creative side of social media—making those fire Reels and seeing people engage. But I’ve grown to respect the strategy behind digital marketing. It’s like playing chess while everybody else is playing checkers. You’re thinking three steps ahead, using data to make decisions, and making sure every kobo spent on ads counts.

Wrapping Up the Gist

So, there you have it—the difference between a social media manager and a digital marketing manager, straight from my own hustle. If you’re starting out, you might wear both hats, and that’s fine. I did it too, switching between Canva on my phone and Google Analytics on my laptop. But as your brand grows, you’ll see why it’s worth splitting these roles. One keeps your audience vibing; the other turns those vibes into sales.

If you’re still confused, just think of it like this: the social media manager is the hype man, and the digital marketing manager is the one making sure the concert sells out. Both are important, but they’re doing different things to make your brand shine. Got any questions or your own story to share? Drop it in the comments—I’d love to hear your gist!