32 Social Media Marketer
What is it Like Being a Social Media Marketer
On this episode of the Unboxing Careers Podcast, Greg Zakowicz unboxes the career of a Social Media Marketer with Hannah Balliet
Guest: Hannah Balliet is the passionate and purposeful leader of the Social Media Department at Ugly Mug Marketing. Over the past four years, Hannah has grown her department by over 340% and has worked alongside hundreds of small business owners and entrepreneurs as they navigate the ever-changing digital marketing landscape.
Connect with Hannah:
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What does a Social Media Marketer do? Hannah Balliet, a dedicated social media marketer and Director of Communications and Teaching at Ugly Mug Marketing, shares her career journey from a prospective teacher to a digital marketing expert. She provides insights into the multifaceted nature of social media marketing, covering everything from strategizing and creating engaging campaigns to managing client relationships and reporting measurable results.
Discovering a Career in Social Media Marketing
Hannah’s path to a marketing career was not straightforward. Originally planning to become a teacher, she discovered her passion for business and marketing during her early college years. That shift in direction ignited a curiosity that led her to major in Business and Communication with a concentration in Marketing. However, she still channels her teaching instincts through her current role, educating clients and fellow team members on effective digital strategies.
During college, Hannah took part in a creative marketing challenge for a local nonprofit. This experience, coupled with internships and classroom projects, made it clear that she thrived on bringing ideas to life and showing real, tangible results. She emphasizes that while formal education in marketing is beneficial, the ability to think critically, adapt quickly, and communicate effectively are just as crucial for success.
A Day in the Life of a Social Media Marketer
A social media marketer’s day often involves wearing many hats. Hannah describes her typical workweek as a balance of strategic planning, content creation, analytics review, and client communication. Here is a snapshot of how her schedule might look:
Monday Team Meetings
Monday is all about alignment. Team members share updates on goals, review department metrics, and set commitments for the week. It’s also a time to catch up on client emails that might have come in over the weekend.Tuesday One-on-Ones
Early in the week, Hannah holds individual check-ins to answer questions, address challenges, and plan next steps. This ensures every team member is supported, whether they’re brainstorming campaign ideas or troubleshooting performance issues.Midweek Content Creation
Midweek often involves writing social media copy and designing graphics for the coming month or quarter. Sometimes this means diving into Canva for visual assets, while other days involve scheduling and testing posts in tools like Hootsuite or Buffer.Client Meetings and Reporting
Later in the week, Hannah meets with clients to present results, propose campaign strategies, and gather feedback. She walks them through reports to tie social media efforts directly to business goals—such as revenue from e-commerce shops or leads generated for HVAC companies.Friday Wrap-Ups
Fridays often involve finalizing and scheduling social media posts, sending out weekly progress reports, and preparing for any weekend marketing activities. It’s the perfect time to tackle more routine tasks before transitioning into personal downtime.
Essential Skills and Tools for Success
Hannah highlights several key skill sets that can set an aspiring social media marketer up for success:
Technical Proficiency
Familiarity with tools like Canva or Adobe Creative Suite is essential for designing eye-catching graphics. Exposure to project management systems such as Basecamp, Asana, or Trello helps keep tasks organized, while comfort with Ads Manager platforms (Facebook, TikTok, LinkedIn) is crucial for paid campaigns.Strategic Thinking
Beyond scheduling posts, social media marketers must be able to develop strategies that align with broader business objectives. This includes market research, content planning, and budgeting for paid ads.Client Communication
Because social media marketers often serve as the bridge between a client’s vision and its online presence, strong communication skills are a must. Listening carefully, presenting ideas confidently, and explaining the “why” behind decisions can cultivate trust and drive results.Creativity and Adaptability
With trends shifting quickly, marketers have to keep up. Whether crafting innovative ad copy, tweaking visuals for seasonality, or responding to unexpected algorithm changes, staying flexible and creative is vital.
From Nonprofit Beginnings to Agency Life
Hannah’s first job out of college was in the nonprofit world, where she dabbled in social media “because she was young and understood Facebook.” Over time, she grew more proficient in ad campaigns, learning to set and manage budgets for nonprofits. This eventually propelled her into an agency role, where she was responsible not only for technical tasks but also for big-picture problem-solving.
She gradually took on more leadership responsibilities, working her way up from Social Media Manager to Department Manager, and eventually to her current position as Director of Communications and Teaching. This upward trajectory underscores the versatility of marketing roles and the abundance of growth opportunities for anyone willing to learn and embrace a challenge.
The Realities of Working in a Social Media Agency
Agency life can be fast-paced and unpredictable. One moment you’re brainstorming a holiday-themed campaign for a boutique, and the next, you’re analyzing ad performance for an HVAC service. Hannah notes that an agency role often blends relationship-building with creative execution. You might handle everything from drafting the copy to hitting “Publish” on the ad platform. While this variety keeps each day fresh, it also demands efficient time management and the ability to handle multiple projects at once.
Despite its challenges, Hannah finds agency life deeply rewarding, particularly when she witnesses tangible client success. Small businesses that have never invested in marketing before can see real growth in awareness, engagement, and revenue—often transforming skeptical first-time advertisers into believers in the power of social media.
Advice for Aspiring Social Media Marketers
For those in high school or college considering a career in social media marketing, Hannah recommends a proactive approach:
Job Shadow
Spend time with professionals in the field to see if daily tasks match your expectations.Build Soft Skills
Focus on communication, problem-solving, and relationship-building. These are equally as important as learning to use the latest platform or tool.Be Curious
Dive into free or low-cost online certifications offered by Google, Meta, and other platforms. Understanding at least one Ads Manager tool gives you a strong head start.Look for a Cultural Fit
Research potential employers thoroughly. A great company values growth, mentorship, and work-life balance—factors that will keep you motivated in the long run.
Misconceptions of Social Media Marketing
One of the biggest myths about social media marketing is that it’s all about pretty pictures and surface-level engagement. While eye-catching content is crucial, data-driven strategy truly makes campaigns successful. Another misconception is that social media alone can replace an entire marketing plan. Hannah clarifies that it’s just one piece of a bigger puzzle that may include SEO, email, traditional advertising, or community events.
She also encourages people to avoid the trap of believing you must be on every platform. The most effective social media marketers identify where their audience hangs out—whether that’s LinkedIn for B2B clients or TikTok for younger consumer audiences—and focus efforts there for the best return on investment.
Takeaways For Those Interested in a Career as a Social Media Marketer
Social media marketing is multifaceted, covering content creation, strategy, scheduling, and analytics.
A typical workweek often includes Monday team meetings, midweek content creation, and end-of-week client reports.
Strong communication and relationship-building skills are crucial for meeting client needs and fostering long-term partnerships.
Familiarity with tools like Canva and Meta Ads Manager is helpful, but on-the-job learning is common.
Adaptability and problem-solving are key, as social platforms and business goals can shift rapidly.
A willingness to learn and strong soft skills often matter more than formal credentials.
Job shadowing and early networking can give aspiring marketers hands-on insight into the field.
Company culture and leadership style can be as important as job titles or salaries.
Hannah’s journey from teaching aspirations to marketing shows how curiosity can reveal unexpected career paths.
Seeing measurable client success and forging supportive relationships is the most rewarding part of the job.
Interested in other social media and marketing careers? Check out these previous episodes:
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