Social media manager working on a laptop at a restaurant
Social Media

The Why, When and How of hiring a Social Media Manager

Why hire a social media manager

If you are happy with just using social media to share cute photos and check out what your friends are up to, knock yourself out. However, if you are running a business, at then end of the day you have expenses to cover and money to make. And social media is THE tool for making your business known and gaining customers. Gone are the days of traditional advertising—social media targeting is more effective, cheaper, more targeted and more far reaching. If you are not using your social media channels to grow your business, you are missing out on the biggest tool you have access to. A good social media manager (SMM) will be happy to work with you to allow the amount of input you want. So if you love editing photos or creating video content you still do that – you just have someone else making sure that content does the most it can for you.

Even if you are creating content that is getting lots of likes, that is not going to be effective in terms of business. Do you have a plan to convert those likes in to something useful? Have you set up a mailing list to build a customer base? Are you converting those likes in to sales? Are the people liking your videos joining your waiting lists? If the answer to these questions is “no” you need to start creating a more effective social media strategy. This is where hiring a social media manager can be a huge advantage for your business – hiring a professional who understands what your market is and how to effectively build a following that converts in to your desired outcomes (sales, waiting list numbers) can be the best investment you make.

And social media is about more than good content—unfortunately you can create the most amazing post in the history of social media but these days if you don’t post it in the right place at the right time, it isn’t going to have an impact. There is where a professional social media manager comes in. Their job is to analyse the data—your performance so far, your potential audience, your competitors—to know when to schedule your posts to have the most, and the best, impact. Nothing is 100% guaranteed with marketing, but having a professional doing the work is a good start.

Of course the final reason why you should consider a social media manager is consistency. You can have great content, but for it to be effective you need to post consistently. And that means a new post on platforms like Instagram and Facebook at least once a day. For Twitter, it is more like at least five times a day (and for some industries you should be thinking 10 – 30 times a day). Once the excitement of posting your first few photos on Instagram has worn off, are you going to keep it up every day? Have you got the time to comment on 10 – 50 target Facebook posts per day? How much time are you able to devote to finding cool stuff on Twitter? Think about how much time you should spend on creating effective social media; then think about if you should be taking that time away from your core business.

When to hire a social media manager

The best time to get a social media manager involved with your business is from the start – social media should be part of your marketing strategy, and marketing is an integral part of any business plan. But of course, maybe you are starting on the thinnest of margins and can just not afford to employ anyone right now. There are some great scheduling programs out there if you want to do it yourself —we would recommend Sprout Social for social media in general, and Tailwind specifically for Pinterest and Instagram—but it is still going to take time, and knowledge about what you should be doing (which you can of course learn, but that again takes time). If you want to try some of these programs get in touch and we can help you purchase discounted versions.

The best time to get a social media manager involved with your business is from the start

The second best time to hire a social media manager is when you are ready to grow. A good SMM will know how to leverage your existing customer base to drive more business from them while also increasing your audience.

How to hire a social media manager

So you have decided to hire a social media manager. Great! But how do you find a good one? Part of this is going to be personal preference when it comes to finding someone you like working with, but there are some steps you can take to help make sure the candidates you are considering will be good for your business.

  • Ask to see examples of work they have done before. Some SMMs will not share who their clients are, but they should be able to give you reports of the kind of results they get. For example, we don’t share our client’s accounts but we can provide authentic reports of results we achieved for clients (with their details redacted).
  • Look at their own social media accounts. Admittedly many SMMs are not so great at growing their own accounts as they are so busy working on the accounts of their clients! But it should give you an idea about how they approach things, their visual sense, their tone. A good professional will be able to put aside personal ‘look and voice’ to write for your business, but at the very least you will be able to see if they can cover the basics like spelling, linking things properly and engaging their audience.
  • Consider using a social media agency. Not only will you have access to a huge pool of talent, they often also have access to tools and assets individuals don’t.
  • Alternatively, use social media to find a social media manager. If you are a member of any online industry groups, business groups or even general social media, consider asking people to pitch their services to you. Use keywords and hashtags such as “socialmediamanager”, “inboundmarketing” and “smm” so your message is seen by the right people. And don’t forget to use Boolean search strings.

If you are ready to hire a social media manager, or just thinking about it, get in contact with us today.