Social media is a key marketing asset. It’s how you generate leads, connect with customers, and drive sales. Hiring a social media manager can help you maximize results by providing you with the expertise you need to develop and execute a stellar social media strategy.
That said, hiring a social media manager isn’t a decision that you should rush into. After all, you’re trusting someone with one of your most important digital marketing channels. So, you want to make sure that you’re hiring the right person for the job.
In this article, we’ll discuss some of the best practices you should apply when you’re hiring a social media manager for your business. But first: what is a social media manager and why do you need one?
The role of social media manager
A social media manager is the person responsible for creating, managing, and distributing content across a business’s social channels. They develop content strategies, communicate with customers, measure social media performance, analyze results, and more.
Essentially, they are the driving force behind your social media success. They build your brand’s presence, generate leads, and drive sales via platforms like Facebook, TikTok, X, and Instagram. They also assist with influencer management, scouring social media to network and build relationships with creators.
When should you hire a social media manager?
Not every business has a dedicated social media manager, even if they use social media for their marketing efforts. However, there comes a point where hiring a specialized manager is essential to meet your business goals.
You should consider hiring a social media manager if:
- You want to increase your social media presence and followers.
- You’re experiencing consistently low engagement.
- You lack the specialist knowledge needed to explore new platforms.
- Your current team is overwhelmed.
5 things to consider when you’re hiring a social media manager
What steps should you take to make sure that you’re hiring the right social media manager for the job? Here are the main things to consider.
1. Define the job position’s roles and responsibilities
The duties of a social media manager will vary depending on your company’s needs. And, they’re often more complex and demanding than they first appear. To avoid miscommunication, clearly define and prioritize the responsibilities that your social media manager will need to take on.
Here are some of the most important duties undertaken by social media managers:
Creating a social media strategy: This is the highest-priority task of a social media manager as it directs the entirety of your marketing initiatives. It outlines the social platforms you’ll use, the needs of your target audience, your marketing goals and objectives, your content plan, and more.
Curating high-quality content: Social media managers need to be able to manage multiple social media accounts. They’re typically responsible for creating and publishing different types of content—videos, photos, live streams, etc.—across your different channels, so they’ll need diverse content creation skills.
Additionally, they should possess the creativity to generate engaging social media post ideas that resonate with your audience and align with your brand identity.
Managing your content calendar: Social media managers plan and schedule content so that it’s shared at the optimal time. Each platform will have different posting schedules. For example, surveys show that the best time to post on X is between 9am and 12pm, whereas the best time to post on Instagram is between 6pm and 9pm.
Image Sourced from Hubspot
Engaging with customers: Social media managers are the bridge between your company and your social media followers. They respond to complaints and queries. They ask questions and participate in discussions. They shoutout loyal customers and engage with user-generated content. Fostering two-way communication is vital for driving engagement and nurturing customer relationships.
Furthermore, social media managers play a crucial role in networking and building relationships with creators through influencer management. They often utilize online tools like Person Search to effectively connect with influencers and expand the brand’s reach.
Keeping up-to-date with trends: Which platforms are best for engagement and which ones generate sales? What type of content drives conversions? What topics are trending in your industry? Skilled social media managers keep their finger on the pulse of current trends to help you devise relevant marketing strategies.
Crafting a brand identity; If you’re new to social media, a social media manager will help you establish an authentic, consistent brand identity on social media. They align your brand voice and aesthetic with your values, ensuring that your identity resonates with your customers.
Analyzing data: Social media managers track metrics like clicks, followers, engagement, and conversions. This data is used to uncover trends and insights, informing marketing strategies.
2. Establish the skills and experience you’re looking for in a social media manager
The skills that you need in a social media manager should align with their responsibilities. By clearly defining and communicating these skills, you give yourself the best chance of hiring a social media manager who can deliver the results you want.
Below are some of the things you should consider:
Social media experience: How many years of experience do you want your social media manager to have under their belt? What platforms should they be proficient in? There’s no use hiring a manager who doesn’t know how to use LinkedIn, for example, if LinkedIn is one of your most effective marketing channels.
Content creation skills: Social media managers need to be able to create different types of high-quality content across platforms. So, for example, they should be able to write compelling social media posts, create engaging videos, and design attractive infographics.
Knowledge of tools and technologies: What tools and technologies will your social media manager need to use? For example, if you use lots of different platforms, your manager will need to use a social media management platform to help them manage all social media in one place.
SEO skills: If you want to grow your business, hiring a social media manager who understands social media algorithms should be a top priority. From optimizing social profiles to performing keyword research, the person you choose should have a good grasp of key SEO strategies.
Communication skills: Social media managers are always engaging with customers online. Whether it’s addressing negative feedback, participating in discussions, or answering questions, they need the communication skills to effectively handle positive and negative interactions.
Other important skills you might want to stress include organizational skills and data analysis abilities. Nuanced skills, like the ability to provide omnichannel customer service using Platform as a Service (PaaS), are also worth mentioning. You can see some PaaS examples here.
3. Decide whether to hire in-house or outsource
Should you hire a full-time employee or outsource the role to a freelancer or agency?
Outsourcing social media management is certainly worth considering if you don’t have the budget to take on a full-time employee. Plus, if you enlist the services of an agency, you get access to a whole team of professionals with specialized, extensive knowledge and experience.
If you opt for a freelancer, you gain the benefit of widening your talent pool. You’re not restricted by location, you can hire an expert from anywhere.
That said, hiring a full-time social media manager is recommended if you can do so. This is because in-house employees have first-hand insight into the daily comings and goings of your company. They experience your company’s culture directly, which makes them better at creating branded materials.
Moreover, in today’s increasingly remote work environment, having an in-house social media manager facilitates easier collaboration and direct oversight. Tools such as remote employee monitoring software can further enhance this oversight, ensuring productivity and accountability.
4. Use applicant tracking systems
An applicant tracking system (ATS) is used by businesses to streamline the hiring process and optimize the candidates’ experience. For example, they
- Automatically post job ads on social media platforms and job boards.
- Filter and screen candidates based on your predefined criteria.
- Track candidate journeys as they travel through the hiring process.
- Automate communications, such as follow-up emails and interview requests.
AI-powered ATS platforms are increasingly common, leveraging artificial intelligence algorithms to analyze resumes, predict candidate fit, and conduct initial screenings. This integration of AI in recruitment not only saves time but also enhances the efficiency and effectiveness of candidate selection processes.
By using an ATS, you increase your chances of successfully attracting and hiring high-quality talent. This is really important because the whole process isn’t cheap — it costs $4,700 to hire a new employee. So, the quicker you do it, the better.
Sourced from SHRM
5. Consider outsourcing the hiring process
The role of a social media manager requires specialized skills and in-depth experience. So, filing the role is going to take considerable time, money, and effort. To avoid overtaxing your in-house team, why not consider an RPO model?
Recruitment process outsourcing, or RPO, involves enlisting the services of a third party who handles the recruitment process for you. They source, screen, and evaluate candidates, utilizing a wide range of industry resources, networks, and technologies to find qualified employees.
So, if you want to streamline the process of hiring a social media manager, outsourcing may be a viable option. An RPO model has lots of other benefits, too, such as helping you create a more diverse and inclusive workplace through specialized expertise, targeted outreach and unbiased recruitment practices.
External eyes can spot glaring issues within your hiring process and help you overcome them. For example, your lack of diversity and inclusivity (D&I) in the workplace may not be obvious to you, but an outsider looking in will see it straight away.
They can help you attract high-quality diverse candidates that would otherwise be unavailable to you by refining your brand message and broadening your networks. Plus, thanks to ATS, they can gather the data you need to meet ESG reporting requirements.
Wrapping up
Hiring a social media manager elevates your social media strategy to new heights. With the right person on board, you can develop and execute a social media strategy that drives awareness, engagement, conversions, and growth. But finding the right person for the job can be a challenge.
To increase your chances of finding a competent social media manager, clearly define the responsibilities, skills, and experience needed to succeed. Use applicant tracking systems to source, screen, hire, and onboard candidates. And, if relevant, consider outsourcing the position or enlisting the help of a recruitment agency.
