Do you want the good news or the bad news about whether or not to hire a Social Media Manager?
The good news (I went with what I would want): If you are thinking about creating a more robust social media presence on behalf of your company, that means you are embracing the benefits of social media. Welcome. It’s about time! 😃
The bad news: If you are not good with social media, hate social media, and/or think social media is a “necessary evil”…you should hire a social media manager. Social media users will be able to tell that you are not social media’s number one fan.
Luckily, social media managers are social media nerds/geeks/addicts/aficionados. They want to live and breathe these social platforms for you.
Here are some questions you may have about hiring a Social Media Manager that we'll answer below:
What Five Major Responsibilities Will a Social Media Manager Do?
- A social media manager (SMM) will create or use copy (the words for a post) and assets (photos/videos) to create posts, reels, videos, highlights, tweets, pins, and stories for you across social media platforms: Instagram, Facebook, Twitter, TikTok, LinkedIn, Pinterest, and any other social platform out there.
- An SMM will also schedule these posts, etc., for you, using scheduling apps to make their life easier. An SMM will schedule your posts based on the optimal time your visitors are on social media. And yes, an SMM tracks your analytics to see who is watching what and when. Neat, right?
- An SMM will also look for trends. This will include trending sounds (which are popular on TikTok and Instagram) and how competitors are delivering their content that viewers are responding to.
- An SMM will also track how these posts are doing: what do the views, likes, comments, shares, and saves look like, and on which posts and which platforms were they highest? They can then optimize a post’s topics/sounds/post schedule accordingly.
- Lastly, an SMM will engage with commenters, as well as with other posts in the industry you are in. Each social media platform likes to know that you aren’t just posting and ghosting (more on that in this post). Do know that this is usually an extra cost since it does take considerable extra time (time you don’t need to spend yourself–hooray!).
What Else Can I Ask of Them?
That’s between you and them. There is not one absolute answer here, but one absolute piece of advice is this: ask them. Never give an SMM more work because “Hey, you write. I need this brochure done, too.” Honor their time and energy like the good person you are.
Every SMM comes to the table with different skill sets, and a company usually has different people for different roles. So make sure to ask who could help you with the brochure versus assuming an SMM can just because they write cute Instagram captions.
What Should I Look For?
Here are some basic skills SMMs should have:
- They should understand social media platforms and how each one works–not just their favorites.
- They should be able to help you with graphics and captions that best represent your company brand.
- They should be able to tell you when you’re on the wrong track, and when you are not creating content that people will want to see.
- They should be able to track analytics for your posts in a way you will understand.
Here are some basic social media tasks a SMM should be able to perform for you:
- Creating short-form video
- Writing snappy copy that fits each platform
- Researching and posting hashtags that are trending and being followed
- Managing online communities, such as a Facebook page
How Much Do I Pay a Social Media Manager?
The money you pay an SMM depends on:
- What services they’re providing
- How many hours they’ll be working
- How much experience they come to the table with
There are a range of SMM salaries out there–LinkedIn is a good place to start to get a feel for what an SMM makes.
In the end, you are an expert in your industry, and the SMM is an expert in their industry. Compensate them as such.
Summing Up What an SMM Can Do For You
- There are five major responsibilities a SMM does, and you need to ask yourself: do you have the skill and energy to do these yourself?
- There are core skills to look for as you seek a SMM manager. Make sure their skills match up with what your needs are for your company.
- You should always ask your SMM if they would like a task that is outside of what is considered the norm for this role. Never assume. And pay accordingly!
- The pay for a SMM manager should match their services, hours, and experience level.
If you think you need an SMM, send digit-All a message. We love managing companies’ social media because, yes, we are a fan of it. And yes, it’s okay that you’re not. As Humphrey Bogart would have said (tongue-in-cheek paraphrase aheaD): “I think this is the beginning of a beautiful social media relationship.”
digit-ALL is a full-service marketing company that focuses on the people side of marketing. We focus on websites, social media, blogs, newsletters, and even corporate event planning. We’re here to help when you’re ready for it.
How to Hire a Social Media Manager: A Recruiter’s Guide, Brent Barnhart, SproutSocial.com.
The Ultimate Guide to Hiring a Social Media Manager, Stephanie Gilbert, Entrepreneur.com.