SMM Specialist

What the work involves

An SMM specialist (Social Media Marketing) runs a brand's pages on social networks such as Instagram, Facebook and TikTok. They build a content plan, prepare posts, images and short videos, and answer users' messages and comments. They often also launch targeted ads and track indicators such as reach, engagement and leads.

The work demands consistency: content is planned weeks ahead, while messages and comments need quick replies. An SMM specialist has to keep the brand's voice, a consistent tone and style, and at the same time follow trends so the page does not look outdated or dull. They also agree posts with the client and make edits on time.

Skills you need

• Copywriting and idea generation.
• Basic visual tools: Canva and simple video editing apps.
• Knowledge of how each social platform works.
• An analytical approach: reading the metrics.
• Communication skills and quick reactions.

How to start and learn

Start by understanding the platforms and content types. Create a practice page or run a friend's business page, plan a posting calendar and try different formats. Learn to read statistics and see what works. Get to know the basics of targeted advertising. In your portfolio, include the pages and the content you made and describe the outcome honestly, without invented figures.

Where they work

In Armenia, SMM specialists are needed by digital and advertising agencies, retail and service companies, restaurants and hotels, online stores and startups. Many freelance and run the pages of several clients.