The rise of the visual web hasn’t just changed how we engage with each other online. As more conversations shift to visual exchanges on Pinterest and Instagram, more companies have reacted by updating job descriptions for their social media managers. Whether or not your job title actually includes the phrase “Social Media Manager,” we found four ways your role’s going to change over the next year:

1. Social media managers must build “art director” skills

Facebook may have taught you how to select great images to accompany your posts, but Pinterest and Instagram will force you to think about how to visually represent your products and services online. The strongest social media managers will learn how to express brand values without the benefit of very much text. If you sell a retail product, start thinking about how a package that looks great on the shelf can also look fantastic on a fan’s pin-board. Selling a service now means figuring out how to get your logo and URL into compelling pictures without resorting to inauthentic, staged stunts.

2. Social media managers must develop visual monitoring skills

You’ve probably set your listening posts to catch mentions of your company’s brands and product names on Twitter, Facebook, and LinkedIn. Now, you’ll need a solution that picks up on the visual conversations your prospects and customers are already having on Pinterest and Instagram. Curalate’s suite of monitoring and analytics tools can show you how your branded photos spread across Pinterest boards, especially among people you’re not already following.

3. Social media managers must evolve beyond crisis communications

In many companies, social media managers handle company responses to urgent customer requests. As you find yourself stretched across five or more active online networks, you’ll need to develop stronger social media skills among your customer service and communications teams. Expect to see more companies rely on “player-coach” social media managers who rely on extended teams of specialists.

4. Social media managers must understand community development

If you’ve been diving into conversations based on keyword monitoring, you’re missing out on photo exchanges among your brand’s biggest fans. It’s no longer enough to validate a great Pinterest board by repinning it. Instead, smart social media managers understand how to cultivate new images and conversations that can grow audiences. The social proof of an organic, authentic conversation always trumps paid placements and promotions. Your company and your customers expect you to evolve along with the rest of the visual web. Once your community team is prepared, it’s important to understand how Pinterest has changed the way brands are creating content.