It can be challenging for a brand or entrepreneur to know what to look for in a social media manager. In this article, I will provide nine things to look for to find the right fit for you.

What to look for in a social media manager

1. Decide if you want to hire someone or bring on a contractor
   There are pros and cons to both. This post looks at some of the considerations.
   
   
2. Do they have experience in your niche?
   This is a big bonus, but not a non-negotiable. If the social media candidate has not worked in your niche before, they will indeed have a steep learning curve, but that needn’t be a downside. The right candidate will be willing to learn the ins and outs of your industry as quickly as possible.
   
   If they do have social media experience in your industry, ask them to share what companies they have worked with and what their success stories and lessons are.
   
   
3. What level of experience do they have? How many brands have they managed before?
   This should be pretty self-explanatory. The more experience and case studies they have, the more you should expect to pay them.
   
   I found this breakdown from Rachel Pedersen to be helpful in terms of thinking about pricing:
   
   
   
   I realize some small businesses may not be able to afford such budgets. It is important to note, however, that some accomplished social media managers are commanding these prices and delivering commensurate results.
   
   
4. What platforms are they most experienced in?
   In this age of a wide range of places to post content, you’ll find that many social media managers are more familiar with 2-4 platforms, and not all of them. Because they are all so different, it takes a significant time investment to be successful at each one. As I’ll go into in #5, it would behoove you to identify the networks where your ideal clients hang out and find someone who excels at those.
   
   If you’re looking for a single person who is an expert in Facebook, Instagram, TikTok, Twitter, YouTube, LinkedIn, Pinterest and Snapchat, you’re looking for a unicorn. Or possibly 2-3 people. Furthermore, if you want to pay that unicorn $20/hour, you may be out of luck.
   
   There are always internships from digital marketing programs and recent graduates with less experience that will trade lower pay to gain that experience. But that is a subject for a different article.
   
   
5. Can they make a case for which platforms your brand should be active on?
   This is a good interview question. 🙂 When talking with a potential social media manager, ask them which platforms your company should be active on.
   
   Remember, to answer that question well, it should be clear *who* you are trying to target: gender, age, interests, B2B or B2C, income, etc. If your company doesn’t have good answers, your marketing strategy will be hopelessly muddled. It would help if you considered getting a brand foundation dialed in first.
   
   
6. What results have they brought to that platform for previous employers or clients?
   Also self-explanatory. 🙂 If they can show a track record of success, that is a good indicator they can replicate that success for your brand.
   
   
7. Do they understand or try to stay on top of the latest trends and algorithms?
   This might be trickier to gauge if you’re not immersed in social media land.
   I’d suggest asking questions like:
   
   “What are some trends you’ve noticed on (preferred platforms) this year?”
   “What do you recommend for staying ahead of the curve with our posting?”
   “Could you share your method for staying updated on the latest trends?”
   
   
8. How proactive are they with new ideas?
   This could vary widely between experience level, general curiosity, and to some extent, whether they are contractors or employees. Ask for examples of being proactive if that is an important quality for you (hint: it should be!).
   
   For example, an employee with a regular paycheck may be more comfortable doing what they’ve always done in favor of innovating. A contractor could be more likely to innovate if given the autonomy to do so and be eager to try new things to keep proving themselves and retain their contract. Full disclosure: SummerTime Communications provides contracted social media management services, so our opinion may be biased. Please note that these are generalities. There are innovative employees and lazy contractors!
   
   
9. What is your comfort level with passing content control to a social media manager?
   When determining what to look for in a social media manager, it is also important to ask yourself this question. Once you’ve found someone you are willing to try out, are you comfortable letting them take the reins and be creative?
   
   Or do you prefer to dictate the schedule and creative calendar? In our experience, we’ve found everything from, “OK, just do it and make it awesome!” to a more structured approach that prefers many checks and balances.
   
   There is no right or wrong way to do it. It depends on your style and comfort level. I will add that in the fast-changing world of social media, trends can come and go pretty quickly. It often behooves brands to move faster than slower in adapting content to current trending themes, dances, music, etc.
   

In conclusion

I hope this list has helped give you some things to consider in what to look for in a social media manager. If you have anything to add or any questions, I’d be glad to get your thoughts!

If your company is looking for a social media manager or content provider, we are always happy to discuss your needs. Feel free to send us a note on our contact page, or email me directly at summers @ summertimecommunications.com.