Is it time for you to hire a social media manager?
Because the role is arguably more important than ever for modern marketing teams.
From lead generation and community-building to ads and PR, the duties of a social media marketer can't be treated as an afterthought.
That's exactly why so many businesses are bringing SMMs on board and looking more closely at the importance of the role.
This means you can't hire just anyone. You need someone with specialized knowledge and the right skill set.
In this guide, we'll highlight how to hire a social media manager and tips for finding top-tier talent.
What is a social media manager, anyway?
First let's break down what a social media manager actually does.
A social media marketer is responsible for posting as a brand account for any given network. They serve as the voice of the brand with duties including:
Day-to-day posts, replies and general content strategyMaintaining their brand's tone and values while interacting with customersAligning their content strategy with big-picture and specific marketing goals, collaborating with marketing team members on goals and KPIsThe role is the linchpin of any social media team, but may also serve as a sort of jack-of-all-trades for companies with small or solo marketing departments.
Why hire a social media manager to level up your team
Now that we know what SMMs do, let's talk about why you'd want to actually hire one.
Your business needs specialized social media knowledge
Companies that do social well don't happen by accident.
After all, the ability to drive engagement and ad clicks required a specialized skill set.
Although the skills of email or content marketers might overlap with social media, they aren't the same. Not by a long shot.
Looking to increase your Facebook ad conversion rate? Build a following on TikTok? Work with influencers? An SMM can do the heavy lifting ASAP without the guesswork.
When you hire a social media manager with knowledge of digital marketing tools and every social platforms' best practices, you immediately level up your business' ability to see returns from social.
Your current social presence is underwhelming
If your current social presence isn't producing much in terms of engagement or revenue, you have a problem.
A skilled social media marketer can move the needle regardless of your goals. This includes:
Raising brand awareness in your target marketIncreasing sales and customers directly from socialBoosting interactions from prospects and customersDoing all of the above can be daunting, especially for inexperienced or busy marketers trying to juggle social alongside their other responsibilities. On the flip side, a skilled social media manager can handle these tasks and tie them to metrics you can measure.
You're eager to scale your business' marketing campaigns
The bigger your company gets, the more of a direct business impact social media can have.
Consider how hiring a social media manager can support your marketing pushes and initiatives such as:
Product launchesLead generationCustomer support and serviceRecruiting new talentEspecially in competitive industries such as e-commerce, retail or SaaS, hiring a social media marketer is crucial for the sake of long-term growth.
How to hire a social media manager step-by-step
Okay, so you know you need to bring in an SMM. Now what?
Let's look at the necessary steps and questions to ask to find the right fit for your business.
1. Figure out the channels your social media manager needs to oversee
In short, which channels do you need your SMM to, well, manage.
Most social media managers are going to know the ropes of any given social network.
That said, some might specialize in Facebook monetization, working with influencers on Instagram or tackling Twitter customer service. The need for this specialized knowledge depends on your business' goals.
Also, consider that social media managers can help you build a presence on totally new platforms. Perhaps your company has slept on Pinterest or has no idea how to approach TikTok or Clubhouse.
This is where hiring a social media manager can be a game-changer. For example, check out this SMM job description from Buzzfeed that emphasizes the need for mastery of video content on TikTok:
Understanding what channels your SMM is working with is the first step toward hiring them.
2. Prioritize responsibilities and duties for your SMM
As noted earlier, not all social media managers take on the same responsibilities.
The role can be a sort of catch-all, making it tricky for companies looking at potential hires.
Below we've highlighted some key tasks and duties to expect of your SMM: the ones you prioritize are up to your team's needs.
Curate, schedule and manage your content calendar
This is the big one. From scheduling promotions to uncovering click-worthy posts for your followers, managing a content calendar is one of the most important and time-intensive task for any given SMM.
With the help of tools like Sprout Social, social media marketers are empowered to schedule their posts across multiple networks and publish when each audience is most engaged.
Establish your brand identity
For up-and-coming brands, building an identity should be a top priority.
Personable or professional? Straight-and-narrow or sassy? Skilled managers can help cement your voice and values to your customer base.
Monitor social media trends
The role of social media marketer is a dynamic one. Every business is totally different and SMMs must adapt to not only social-specific trends but industry-wide ones as well.
Engage followers
Shoutouts. Complaints. Questions and concerns.
Swift, thoughtful replies are a must-do for companies looking to nurture customers and keep their followers satisfied. Having a dedicated social media manager means that those ever-so-important mentions never go unanswered.
Now that's a Chicago-style feast! Thank you for coming to our grand opening in Orlando!
— Portillo's (@portilloshotdog) June 21, 2021
