Any job description for social media management is guaranteed to include an expectation along the lines of “interact and engage with existing and potential customers.” Engagement includes responding to comments, inspiring conversation, and getting your audience to share your content. You’ll need to know how to talk to customers in a way that’s appropriate for the company.
However, a big part of engaging your audience is making sure they see your posts—which is where Facebook’s advanced ads-creation tool, Power Editor, will come in handy. You can use Power Editor to create ads with extensive copy—much more copy than is allowed when you create ads in Facebook’s Ads Manager.
In general, anyone entering the industry should have a thorough knowledge of Facebook ads. If you need help learning how to use them effectively, I recommend checking out Jon Loomer. He’s been training businesses on how to use Facebook ads effectively since Facebook’s ad program first launched, so any question you have is likely addressed in his blog.