Wide salary ranges underscore the lack of industry standard

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In our analysis, compensation for canada b2b leads social marketers significantly increases as you move up the corporate ladder. But differences from top to bottom are greater than in other industries, like finance or sales. While some specialists make as low as $20/hour, we saw listings for senior managers who could make up to $360,000.

Zooming in closer, there are wide compensation ranges at every level of the social profession, and sometimes even within one job description. Companies are sending unclear messages about what compensation for an open role will actually be, a red flag for many in the job market.

A LinkedIn post of a creator pointing out a salary range from $60,000 to $140,000, and commenting that it provides insights into the culture of an organization

Based on our analysis, specialists can earn up to $93,654 annually, strategists up to $121,800, managers up to $194,721 and directors up to $216,570, on average. But there are wide spectrums at each level, which means there’s ample room for negotiation that candidates can (and should) take advantage of.

A data visualization of average salaries for specialists, strategists, managers and directors in the social media industry
Key learning: The starting end of your compensation range shouldn’t be less than half of the cap. Work with your HR partners to develop ranges that meet industry standards, align with other internal departments, and properly compensate people for their work and expertise. Be transparent about a realistic range in your job description and candidate interviews, and what would put someone on the upper end.

Job responsibilities are becoming more sophisticated
Across the 50 job descriptions we reviewed, we took note of responsibilities that demonstrated a higher level of social media maturity, like customer care, social listening, community management, paid social and influencer marketing.