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Common roles and tasks in digital communications management

Writer: Kelsey Redshaw
Kelsey Redshaw
3 days ago
2 min read

Digital communications is an important part of how organisations connect with customers, clients and communities. With businesses using websites, social media, email and other digital channels, there are several roles responsible for planning, creating and managing online communication. While job titles and responsibilities vary between organisations, many roles share similar tasks.


Digital Communications Manager


A Digital Communications Manager oversees an organisation’s digital communication strategy. Responsibilities can include developing communication plans, identifying target audiences, selecting communication channels and monitoring campaign performance. Australian Government training standards identify audience research, communication planning, success measures, budgets and timelines as important activities within marketing communication planning (Australian Government, 2023).


Social Media Manager


Social Media Managers develop and manage an organisation’s social media presence. Common tasks include researching audience behaviour, selecting appropriate platforms, creating and scheduling content, responding to audiences and monitoring engagement. The Australian Government identifies social media strategy, audience engagement and performance monitoring as important activities in social media management (Australian Government, 2021).


Content Creator


Content Creators develop digital material to communicate with a specific audience. This can include social media posts, blog articles, graphics, photographs and videos. Content needs to be relevant to the target audience while remaining consistent with an organisation’s communication strategy and brand.


Communications Officer


Communications Officers support an organisation’s internal and external communication. Their tasks can include writing website content, newsletters, social media posts and other communication materials. They may also work with marketing and design teams to ensure information is accurate, consistent and appropriate for the intended audience.


Common digital communication tasks


Across these roles, common tasks include:


  • Researching target audiences and their online behaviours.

  • Developing communication and social media strategies.

  • Selecting appropriate digital platforms.

  • Creating, editing and scheduling content.

  • Managing social media accounts and engaging with audiences.

  • Maintaining consistent branding and messaging.

  • Monitoring engagement and campaign performance.

  • Using analytics to measure effectiveness.

  • Reporting results and making improvements.

  • Working with clients, stakeholders and team members.

  • Managing communication objectives, deadlines and budgets.


The Australian Government (2022) also identifies measures such as social media reach, engagement, response rates and conversions as ways to evaluate the effectiveness of social media activities.


Conclusion


Digital communications management combines communication, creativity, planning, technology and analytical skills. Although roles such as Digital Communications Manager, Social Media Manager, Content Creator and Communications Officer have different responsibilities, they all contribute to effective communication with audiences. As digital platforms continue to change, professionals need to remain adaptable and develop their digital communication skills.


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