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 and that’s why hiring a social media manager can really make a difference.
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
I know jumping into hiring mode and looking for a social media manager can be tempting, but unfortunately, there is some groundwork to do first. Start by understanding what you need: 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 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
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 the right images, shooting videos, or writing 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, it’s important to understand the different tasks involved in social media marketing.
Key traits of a strong social media manager
When looking for a social media manager, don’t simply try to find someone with the most adequate technical skills (that’s important, of course, but you need something more). 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:
- Look for proven experience in social media and ask for case studies and results from previous clients (keeping in mind that different people might present their results in different ways). I would honestly skip the common “can you send me links of pages you managed?” because it could tell you everything and nothing at the same time. Case studies always win over a bunch of links to accounts they have managed successfully but maybe only for 3 months or 10 months ago (case studies tell you the full story, while social media moves fast and once you end a contract, things can change quickly). Overall, the takeaway here is: experience matters.
- Creativity is key, especially considering how saturated social media is now. Who creates your social media content should be able to create posts that stop users from scrolling, use your tone of voice (or help you find one along with the strategist), and tell your brand’s story in a way that feels both fresh and authentic. They should understand what your audience wants to see, what makes them stop and read more/watch/save and share, plus know how to prepare posts, videos, and images that can start conversations in your community (or help you build one).
- Strong communication skills are essential for handling customer interactions, maintaining a consistent brand voice, and collaborating with your team. I always find myself repeating this, but it’s true: good communication solves way more issues than you think.
- Data-driven mindset because social media for business, at the end of the day, is about results. A social media manager should be comfortable analysing performance metrics to find out which strategies are working and which need tweaking. This includes understanding engagement rates, click-through rates, and conversion metrics. While a brand would need to work with a strategist to do the major part of the work, I think any SMM should be able to talk about these metrics, know what they mean, and give a quick update on how things are going.
- Last, but not for importance: adaptability. Social media is constantly evolving, and trends can change overnight. Your social media manager should be able to adapt and stay on top of new tools, features, and algorithm updates 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 followers. While a large following might seem impressive, it’s the experience that matters. Focus on candidates who can show you case studies and can talk about managing campaigns, creating engaging content, and driving business growth or results — rather than someone who merely has a lot of followers.
- 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.
- 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 is a trait that can be incredibly useful while working in marketing.
Hiring the right social media manager can make a massive difference for 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.
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.
