Hiring a Social Media Manager in 2024 Who Gets Your Brand
You've been juggling all the things—running your business, creating content, managing your social media—and you're starting to feel like a clown at the circus.
If you’re desperately thinking “I need a social media manager” or you've reached the point where social media is not only eating up your time but you’re starting to resent it, it's time to bring in a pro.
But where do you start?
Is it time to hire a social media manager?
First things first—how do you know it's time to bring someone else on board?
Here are some things my clients tell me all the time and are a sure sign that I know they are ready to work together:
You're overwhelmed: Social media feels like a full-time job, and you're already wearing too many hats.
Growth has stalled: Your follower count and engagement rates aren't budging.
You're missing opportunities: You know there’s potential in social media, but you don't have the time or expertise to tap into it.
Content creation is slipping: Your posts are inconsistent, or you are confused on how to form a reliable content process..
If you're nodding along and feeling like you're riding the struggle bus trying to keep up with all the trends and social media platforms, then it’s a sure sign it’s time to hire out your social media.
But what does a social media manager actually do?
A social media manager is more than just someone who posts pretty pictures and catchy captions. I mean, I do that too…but, we can also help you manage your entire online social media presence.
“74% of consumers rely on social media to guide purchasing decisions” - Based on a 2024 report from GITNUX
Here’s a breakdown of some of the common tasks most SMMs, including myself 😉, can take off your plate:
Content Creation: Designing reels, carousels and using stock photos, they can create engaging content that resonates with your audience.
Strategy Development: They’ll develop a social media strategy aligned with your business goals, identifying which platforms to focus on and what type of content works best.
Community Management: Engaging with your audience, responding to comments, and handling direct messages to build a loyal community around your brand.
Copywriting: Whether it’s creating blog posts or writing social media copy, they are able to keep eyes on your content until the very end.
Scheduling and Posting: They’ll handle the logistics of getting your content out on time and optimizing it for peak engagement times.
Analytics and Reporting: Regularly tracking performance, interpreting data, and adjusting strategies to ensure continuous growth.
Social Listening: Monitoring your brand's mentions and staying on top of trends or conversations that matter to your business.
Brand awareness: Utilizing your brand guidelines to ensure cohesion between all social platforms and other channels, like your website for professionals and brand recognition.
Of course, you will want to make sure that whoever you hire has the right capabilities for your needs. That’s where it pays to do your research before you make any hiring decisions.
Which brings me to my next point…
How to hire a social media manager
Hiring the right social media manager is crucial to keeping your brand's voice consistent, maintaining your business’s reputation and ensuring your investment pays off.
You don’t want to rush this process or just choose the first person you find under the #socialmediamanager hashtag.. Here’s what to do instead…
Define Your Needs
Inevitably, a good social media manager will ask you these questions anyway, so it’s always good to come prepared with an answer when you are interviewing or attending a discovery call for a potential hire.
What platforms do you need help with?
What are your goals? (e.g., more followers, better engagement, more sales)
Are there a specific number of posts or type of content you want to maintain per week?
Do you need someone for strategy, content creation, engagement, or all of the above?
Searching for a social media manager
Finding a good social media manager is a bit like dating—you want someone who understands your needs, shares your vision and values, and can communicate well. But instead of swiping right, you’ll need to dig a little deeper. Here’s how to start your search for the ideal person:
Referrals: Ask your network for recommendations.
Social Media: Follow potential hires to see how they manage their own accounts. This is a great sneaky way to get up close and personal with a potential SMM before ever talking with them. If they manage their own account well, it’s likely they’ll take great care of yours too!
Online Job Boards: Sites like Upwork, LinkedIn, or specialized marketing job boards.
What to look for in a social media manager
Not all social media managers are created equal, so you’ve got to know what qualities and skills will make the biggest impact for your business.
Whether you’re looking for creative flair or analytical precision, here’s what I think matters most when weighing potential hires:
Experience: Think of this as checking their receipts—make sure they've got a solid track record with businesses like yours. You want someone who’s been there, done that, and has the success stories to prove it.
Creativity: Their portfolio should include several examples of engaging, relevant, and unique content. Look for a little spark—something that shows they can make your brand stand out, not just blend in.
Analytical Skills: A good social media manager should be part artist, part scientist. They should know how to dig into the numbers, make sense of the metrics, and tweak the strategy like a pro when things need a boost.
Adaptability: They need to be a chameleon when it comes to your brand’s voice—seamlessly blending in and keeping things consistent, no matter what trends or changes come their way.
Organization: Chaos doesn’t fly in social media management. Look for someone who’s got their ducks in a row with clear processes for content creation, approvals, scheduling, and communication. You want smooth sailing, not someone you have to micromanage or constantly course-correct.
Questions to ask a potential social media manager
Once you’ve found a few candidates that seem like a good fit, you want to make sure they have what it takes. Asking the right questions during the interview process will help you gauge their expertise, creativity, and how well they’ll mesh with your brand.
Here are some key questions you will want to make sure you cover when interviewing a potential hire:
How do you stay updated with social media trends?
Can you provide case studies of past successes or examples of past work?
How do you approach content planning and scheduling?
What tools do you use for social media management and analytics?
How do you handle negative feedback or a social media crisis?
How involved will I need to be in providing feedback, video creation, etc.
Make a list of any other things that might be important to you and come prepared to discuss with any serious options you’re considering.
How much does a social media manager cost?
Outsourcing your social media is an investment that you should plan for as a part of your marketing budget. (Also, in case you didn’t know, it’s a tax write off 🎉.)
A good rule of thumb for setting your marketing budget is to set aside around 5-10%* of your gross revenue. Once you figure out your marketing budget, you can decide how much of that you want to spend on social media.
Start with Your Revenue: If your business makes $100,000 annually, you might budget $5,000 to $10,000 for marketing per year.
Consider Your Goals: If you’re aiming for rapid growth or launching a new product, you might increase this percentage. Some marketing budgets can go up to as high as 20%.
*based on insights from Hubspot and SBA
If you don’t have a lot of other marketing expenses, paying to outsource your social media may make up the majority of your marketing spend. Now, the cost of hiring a social media manager varies widely based on experience, location, and the scope of work that they’ll be doing for you.
For US-based social media managers, here’s a rough guide on what to expect and how much to budget when outsourcing your social media management:
Freelancers: $15 - $50/hour or $300 - $2,000/month.
Agencies: $1,000 - $10,000+/month, depending on the size and needs of your business.
Full-time Employee: $40,000 - $70,000/year.
*Salary data provided from Upwork
But remember, you get what you pay for. Investing in an experienced social media manager can lead to business growth that is well worth the investment.
And of course, in exchange for paying a professional to handle all of the details of your socials, you gain back your time so you can focus on doing what you actually love (aka being a baddie creative entrepreneur 💃)!
Red flags to watch out for when outsourcing your social media
Hiring a social media expert can be a game-changer for your business, but it’s not without its risks. Just like any other business partnership, there is plenty of room for things to go wrong.
To avoid hiring someone you’ll regret later, keep an eye out for these red flags that could signal trouble ahead:
Lack of Transparency: If they’re vague about their strategy, process or results, that’s a warning sign. (Run!)
Cookie-Cutter Approaches: Your business and goals are unique. Your social media strategy should be too.
Inconsistent Communication: If they’re hard to reach or slow to respond, they might not be the right fit.
Wrapping Up
Hiring a social media manager for your small business is a big step, but it's one that can elevate your business to an all new level. By knowing what to look for and asking the right questions, you can find someone who not only understands your brand but also helps you stand out online.
Ready to take the plunge? Whether you're looking for someone to manage your Instagram, run your Facebook community, or simply take the social media load off your shoulders, the right social media manager can make all the difference.
And hey, if you need some help getting started, I'm just a message away! Send me a message here.