Social media specialists--sometimes referred to as social media managers or social media marketers--bring a bevy skills to businesses looking to beef up their presence and results on social networks.

"Anyone can build a Facebook page, but it doesn't mean it's successful. These people go deeper and rely on analytics to run good campaigns, tying it all back to ROI," says Gina Oliveri, senior consultant with executive staffing firm .

Here's a look at what social media specialists do, including the skills they bring to the table, their responsibilities, typical salaries and more.

Social media specialists are responsible for generating and maintaining a presence on social media sites, such as Facebook or Twitter, as well building an audience through campaigns, ads and updates, Oliveri says.