Social Media Managers: The Ultimate Soft Skill Champions

On one side, you have the “hard skills” loyalists: the ones who value technical knowledge, platform expertise, and data-driven precision.

On the other side, the “soft skills” believers: the ones who argue that emotional intelligence, adaptability, and creativity are the real game-changers—especially in a role like social media management.

And let’s be honest: social media is about people. And people are unpredictable. They don’t engage with perfectly optimized posts; they engage with feeling. They crave humor, connection, and a brand that gets them.

So if you’re still hiring social media managers based on who has the longest list of certifications, you may need to reconsider.

Hard Skills: The Non-Negotiables

Alright, we’re not saying hard skills don’t matter. They absolutely do. A great Social Media Manager should know:

• How to read analytics and optimize campaigns
• Platform-specific best practices (because Instagram ≠ LinkedIn)
• Ad management and performance tracking
• Copywriting, SEO, and maybe even some design

Soft Skills: The Real Difference-Maker

But here’s the thing—hard skills are teachable. You can train someone to write a killer CTA or understand engagement metrics.What you can’t teach (at least, not easily) is:

Empathy – Social media is a two-way street. Understanding what makes an audience tick—and what ticks them off—is what separates a brand with a following from a brand with a community.

Adaptability – Trends change by the second. A viral post at 10 AM can be irrelevant by noon. The best Social Media Managers know when to pivot, when to double down, and when to take a risk.

Creativity – Let’s face it: every industry has competitors posting the same recycled content. A Social Media Manager with sharp instincts will know how to break through the noise.

Crisis Management – One wrong tweet, and you’re in the middle of a PR nightmare. Soft skills determine whether you respond with grace—or make things way worse.

So… Who Wins?

Neither. Both. The best Social Media Managers are a blend of technical expertise and human intuition. But if you’re forced to choose?

Hire for soft skills, train for hard skills

Because social media isn’t just about optimizing posts. It’s about understanding people. And no algorithm can replace that.

Final Thought: Are You Hiring Right?

If your hiring process still prioritizes hard skills over soft skills, it’s time to rethink it. Hire the ones who know how to spark a conversation, not just schedule a post.