Social Media Manager Role Evolves into Cultural Strategist in Digital Communication

Marika Sarzi Sartori, an entrepreneur in digital marketing and vice president of the Associazione nazionale Social media manager, explains the transformation of social media managers from operational figures to cultural strategists. The role has shifted from daily content publishing to becoming central in building both economic and cultural value. Social media platforms are no longer mere distribution channels but tools that amplify messages and generate long-term impact. The key change involves moving from an execution-focused approach to a strategic vision that requires deep analysis of market context, audience, and positioning. In a saturated content ecosystem, distinguishing between fleeting trends and lasting cultural changes is crucial. While artificial intelligence lowers production barriers, authenticity and direct experience create genuine connections. Global events like Milano Design Week and Vinitaly demonstrate how cultural communication can move beyond sterile documentation to thematic narratives with unique perspectives. Essential skills for future professionals will blend technical knowledge with soft skills like empathy and emotional intelligence. The ideal career path combines technique, analysis, and vision, starting with technical foundations but quickly developing observational and interpretive abilities.