Social media manager salary: award coverage, minimum rates and what to expect

What is a social media manager salary in Australia?

There is no single answer to the question “What is a social media manager salary?” because Australian workplace laws do not set a specific minimum for that job title. Instead, the pay floor depends on the industry the employer operates in, the employee’s actual duties and qualifications, and whether a modern award, enterprise agreement or the national minimum wage applies.

This guide explains how to find the correct minimum for a social media manager role, separates the legal minimum from award rates and negotiated salaries, and shows how superannuation is paid on top.

Award coverage for social media managers

The Fair Work Ombudsman explains that social media and digital marketing employees perform a variety of functions aimed at helping businesses with their social media or digital marketing. Their award coverage depends on:

• the industry or industries their employer operates in
• the specific duties and qualifications of the employee.

If the employer is in an industry covered by a modern award, and the employee’s duties match a classification in that award, the award’s minimum rates apply. For example, the Book Award includes classifications for publicists, who may engage in social media or digital marketing as part of their role.

When no industry award covers the employer, the employee might be covered by:

• the Clerks Award – if the role is mainly clerical or administrative
• the Miscellaneous Award – if the employee is not a clerical employee and not a professional employee (the Miscellaneous Award excludes professionals, and marketing employees are listed as an example of professionals not covered)
• award‑free – if none of the above apply.

Award‑free employees are entitled to the national minimum wage and the National Employment Standards.

The national minimum wage as a backstop

From 1 July 2026, the national minimum wage is $26.44 per hour or $1,004.90 per week for a 38‑hour week. Casual employees receive a 25% loading, making it $33.05 per hour. These rates apply to adult award‑free employees in the national system.

However, not every social media manager must receive $26.44 per hour. Lower rates apply for:

• junior employees (under 21)
• apprentices and trainees
• employees with a disability that affects productivity
• employees on introductory award rates (limited to the first six months).

For example, an award‑free junior social media manager aged 17 is entitled to 57.8% of the national minimum wage, or $15.29 per hour ($19.11 casual).

Award rates and enterprise agreements

If a social media manager is covered by a modern award, the award’s classification rates apply. Those rates are often higher than the national minimum wage. For instance, a Level 3 classification under the Clerks Award may pay more than $26.44 per hour. The Fair Work Ombudsman’s Pay and Conditions Tool can help calculate the exact rates.

Enterprise agreements can also set higher minimums. A registered agreement must pass the “better off overall test” compared to the relevant award.

What about survey averages?

Industry surveys and job advertisements sometimes quote a “social media manager salary” of $70,000 to $90,000 per year. These figures are not legal minimums. They reflect market rates for experienced professionals, often in larger cities or agencies. The Australian Bureau of Statistics reports that full‑time adult average weekly ordinary‑time earnings were $2,083.70 in May 2026, but that figure covers all occupations and does not isolate social media managers.

Because the role varies so much – from a junior content scheduler to a senior strategist – a single average can be misleading. Always check the applicable award or agreement first.

Superannuation is on top

When discussing a social media manager salary, remember that the super guarantee is an employer contribution paid on top of ordinary time earnings. From 1 July 2026, the rate is 12%. For an award‑free employee earning $26.44 per hour, the employer must also contribute $3.17 per hour into a super fund. This is not deducted from the salary.

How to find your minimum

1. Identify the employer’s industry and the employee’s primary duties.
2. Check if a modern award covers that industry and whether a classification matches the role.
3. If no award applies, check if the employee is a clerical worker (Clerks Award) or a professional (likely award‑free).
4. For award‑free employees, the national minimum wage is the floor.
5. If an enterprise agreement exists, it sets the minimum.

For more detail, see our Which minimum wage applies guide and the Rate tables for current award and national minimum figures.

The role of the Fair Work Commission and Ombudsman

The Fair Work Commission sets the national minimum wage and reviews award rates each year. The Fair Work Ombudsman provides free tools and advice to help employers and employees understand their obligations. Use the Ombudsman’s online resources to check your specific situation.

Key takeaway

A social media manager salary is not a fixed number under Australian law. The correct minimum depends on award coverage, duties, and qualifications. Always start with the award or the national minimum wage, then add super on top. Market averages are useful for negotiation but are not legal entitlements.

For the published floors, see the rate tables and how the figures work.