Social media has become one of the most powerful ways for brands to connect with their audience. But keeping up with content creation, strategy, and engagement while running a business? That can be overwhelming. That’s why hiring a social media manager can be a game-changer.
But how do you choose the right person for your brand?
This guide breaks down what to look for when hiring a social media manager so you can make a confident, informed decision that supports your business growth.
First things first: understand what you need
Before jumping into hiring a social media manager, it’s essential to assess your needs. Are you looking for someone to oversee all of your social media channels, or do you need someone to create content for you? Understanding your specific needs will help you narrow down the type of support you’re seeking.
Some businesses may only require a content creator who focuses on making beautiful photos, videos, and graphics, while others may need a full-service manager who handles everything from content creation to community engagement and reporting.
What a social media manager actually does
A social media manager is responsible for managing your brand’s presence across social platforms. That means handling the day-to-day work: planning content, writing captions, scheduling posts, responding to comments, and tracking basic performance. They’re often the ones pressing publish, managing your community, and keeping the content calendar running smoothly.
In some cases, a social media manager may also take on strategy or content creation, but not always. Some are skilled strategists who can develop long-term plans. Others are strong writers or visual creators who produce all the content themselves. But these additional skills shouldn’t be assumed. Many social media managers work alongside a strategist, a designer, or a photographer/videographer to execute the full picture.
If you’re expecting one person to handle all aspects — from strategy to photos to analytics — make sure you’re hiring someone who has experience in those specific areas, not just the job title.
Understanding the roles: social media manager vs. content creator vs. social media strategist
When building your brand’s online presence, it’s essential to recognise the unique contributions of various professionals:
Social media manager: this individual oversees your brand’s social media accounts, handling tasks such as scheduling posts, engaging with followers, monitoring analytics, and ensuring consistent brand messaging across platforms. They act as the bridge between your brand and its online community.
Content creator/photographer/videographer: these creatives produce the visual and written content that populates your social media channels. Whether it’s capturing compelling images, shooting engaging videos, or crafting interesting captions, their work is the raw material that fuels your social media presence.
Social media strategist: a strategist focuses on the bigger picture, developing comprehensive plans that align your social media efforts with broader business goals. They analyse market trends, identify target audiences, and outline the types of content and campaigns that will drive engagement and growth.
While these roles can overlap, especially in smaller teams, understanding their distinct functions helps in assembling a team that effectively promotes and grows your brand online.
Key traits of a strong social media manager
Hiring a social media manager isn’t just about finding someone with technical skills. You need a candidate who fits your brand’s ethos and understands how to communicate effectively with your audience. Here are some essential traits to look for:
- Proven experience in social media
Experience matters. Look for candidates who have worked with brands similar to yours or have demonstrated success in growing and managing social media accounts. A well-rounded portfolio will include examples of successful campaigns, community management, and engagement results. - Creative vision
Creativity is key in a saturated social media world. Your social media manager should be able to create content that stops users from scrolling, telling your brand’s story in a way that feels both fresh and authentic. They should understand what makes your audience tick and know how to craft posts, videos, and images that spark conversation. - Strong communication skills
Effective communication is essential for handling customer interactions, maintaining a consistent brand voice, and collaborating with your team. A social media manager should be skilled in both writing and visual communication. - Data-driven mindset
Social media isn’t just about making pretty posts — it’s about results. A social media manager should be comfortable analysing performance metrics to determine which strategies are working and which need tweaking. This includes understanding engagement rates, click-through rates, and conversion metrics. - Adaptability
Social media is constantly evolving, and trends can change overnight. Your social media manager should be adaptable, staying on top of new tools, features, and algorithms to ensure your brand remains relevant.
5 Tips for hiring the right social media manager
Now that you understand the role and skills of a social media manager, here are a few practical tips to help you find the right person for your brand:
- Set clear expectations and goals
Before beginning your search, define your objectives. What do you want to achieve with social media? Is it brand awareness? Increased engagement? More website visits? Knowing your goals will help you find a manager who can tailor strategies to meet your needs. - Look for experience, not just followers
While a large following might seem impressive, it’s the experience that matters. Focus on candidates who have demonstrated success in managing campaigns, creating engaging content, and driving results — rather than someone who merely has a lot of followers. - Ask for case studies and results
Don’t just take their word for it; ask for tangible evidence of past work. Request case studies or examples of how their social media strategies have delivered growth in engagement or sales. A strong candidate will have a portfolio to back up their claims. - Assess cultural fit
A social media manager should align with your brand’s tone and values. Look for someone with an onboarding process that includes steps to help them become familiar with your brand, products or services, online presence, team, and community (if you already have a strong one). - Test their crisis management skills
Social media is dynamic, and things don’t always go according to plan. Ask how the candidate has handled any social media crises, whether it was a customer complaint or a negative post. The ability to stay calm and handle issues swiftly is a key trait of a great social media manager.
Conclusion
Hiring the right social media manager can make a world of difference to your brand. By considering the factors above — including their experience, creativity, communication skills, and how well they align with your brand’s values — you can ensure that you find someone who will help grow your online presence and achieve your business goals.
Take your time in the hiring process, and remember that the right person will not only create great content but will also become an integral part of your team, helping you build a strong, lasting online presence.
Ready to nourish your brand to success?
You don’t need to be everywhere or do everything. You just need content that feels right for your brand — and a plan that’s built to last.
If you’re ready to take the pressure off and bring some consistency, strategy, and personality to your online presence, I’d love to chat.
A MATTER OF NOURISHMENT 