How to hire a social media manager
If your Facebook page keeps getting dropped from your priority list or you post to Instagram when you happen to think about it—which isn’t often because you’re focused on running a business—your social media marketing efforts are likely running along in a flat, low-value line. The solution? Hire a freelance social media consultant. But how do you find a professional you can trust to be the voice of your brand on social media? Here’s a look at how you can get the process started and narrow your search to someone who can shape your social media strategy and be an effective ambassador.
How to write a job description for a social media manager
沙巴体育足球开户With a clear picture of your ideal social media manager in mind, it’s time to write that job post. Although you don’t need a full job description as you would when hiring an employee, aim to provide enough detail for a contractor to know if they’re the right fit for the project.
An effective social media management job post should include:
- Scope of work: From posting on social media to analyzing KPIs, list all the deliverables you’ll need.
- Project length: Your job post should indicate whether this is a smaller or larger project.
- Background: If you prefer experience working with certain industries, software, or channels, mention this here.
- Budget: Set a budget and note your preference for hourly rates vs. fixed-price contracts.
Sample social media manager project description
Title: Social media manager to grow existing channels and manage all posting.
Description: We need a skilled social media pro to help drive organic traffic to our website. This contractor will be responsible for aggregating video, graphic, and written content for our Facebook and Twitter channels. This will be a 6-8 week project that may require 20-25+hours a week.
- 2 campaigns to run for a month each (with concepts, goals, schedules)
- Editorial calendar with frequency and post types
- Benchmarks and projected growth/objectives
- Weekly reports to key stakeholders showing content distribution, engagement, and other metrics
- Provide recommendations to blog team based on customer questions/comments received
- Proven experience managing multiple social channels for a brand
- Content marketing and writing experience
- Experience with a social planning and listening platform
- Include the word “glasses” in the first line of your cover letter
Please submit your proposal by month, date, year.
Ready to create a social media campaign that will help you maximize the effectiveness of your marketing campaign? Log in and post your social media management job on Upwork today.
SOCIAL MEDIA MANAGER FAQs
What is a social media manager?
In most cases, the main role for a social media pro is to actively use social networks on behalf of a business. You aren’t paying someone to play around on Twitter all day, however. Their value comes from their marketing know-how, their deep understanding of the social networks that are most relevant to your audience, their knowledge about connecting with that audience, and their passion for the dynamics of such a fast-paced environment. Depending on the needs of your business, a social media freelancer is typically responsible for:
- Representing your business on social networks to customers, partners, prospects, and the public.
- Keeping your audience engaged by regularly sharing relevant news and information, both your own branded content and from other sources.
- Responding effectively to customer questions or feedback, comments from competitors, or news that impacts your audience.
- Creating original content, which may include writing, images, photos, or video.
- Actively monitoring news, trends, and best practices-both in general and for your industry specifically-to generate actionable insights that can improve your marketing efforts.
- Being strategic about the use of social media by creating an overall strategy to reach your target customer, as well as managing short-term campaigns and using paid social advertising when effective and appropriate.
- Analyzing results to fine-tune efforts going forward and report back with metrics that are meaningful for your business.
Pro tip: One thing a social media consultant shouldn’t have is the keys to your online kingdom. Don’t hand over full control of your social media accounts. Start by reviewing all posts before they go up. Make sure you have permissions in place, so you are in control of your channels at all times and no one can lock you out of your own accounts.
Why hire social media specialists?
Social media helps you get found online, deliver top-notch customer service, and stay competitive. However, what that looks like for your business can vary widely from other businesses, including your competitors. Before you begin your search, identify and prioritize the skills you need most. For example:
- How mature are your social media efforts? A business that has no existing presence or in-house knowledge will have different needs than an organization that has a marketing team and an established online community.
- What’s your brand? Your online presence is an extension of your existing brand—not just its appearance (e.g., logo and color scheme) but also the tone and experience you want people to have when they interact with your business. The person who supports your social media efforts will often be the first point of contact for a potential customer, so it’s important they reflect the same qualities.
- What’s the scope of work? Marketing projects often start with a creative brief, a document that outlines all the information needed to move forward, such as a description of your company, the project, your audience, and any specific challenge your business has. An international company, for example, may need someone who can coordinate efforts across time zones, languages, and cultures. Consider starting with a narrow goal or project in mind, rather than “Manage my social media presence.” The more specific you can be about what you want to achieve (e.g., increased web traffic, more social engagement, better customer support) the more likely you are to succeed.
- What are your objectives? “Going viral” is a lofty goal that typically isn’t realistic; it takes time and consistent effort to see meaningful results. While a social media professional should help you reach your marketing and business goals, take time to research baseline expectations: Look at industry leaders to see what they do and watch your competitors to see the sort of engagement they get.
How much does it cost to hire a social media manager?
A common statistic floating around the web suggests the average cost of a social media campaign falls between $4,000 to $7,000 per month, with costs rising upwards of $20,000. A bit more than you expected? Remember, there’s a lot more to social media marketing than posting pictures or firing off a few tweets. Let’s breakdown the costs that go into a social media campaign, so that you can build your own strategy that’s scaled to your needs.
Factors that may affect social media coverage cost
A lot can affect what a social media professional may cost, and it can vary widely—from a few hundred dollars a month to $10,000. While the scope of work will be a significant consideration, as you’ll see from the factors listed below, it isn’t the only one.
1. Experience required
While a great social media campaign may require a good-sized budget, social media that misses the mark can cost even more—including damage to your brand’s reputation. Engaging a social media pro with excellent communication skills and experience managing a large brand’s presence can help ensure you’re in the right hands.
More experienced social media professionals often command higher rates, but if your brand is highly visible it’s likely worth the investment.
2. The number of channels you’re active on
How many sites will be published to and monitored? Will content be tailored for each or shared via a social media management platform? The number of channels you post to, monitor, and create content for will be the most significant cost factor, since it will determine how much time the social media pro will put toward maintaining strategies for each.
Tip: Not every social channel will have the same ROI for your business. Trying to juggle too many without significant return—or without metrics to measure—can cost you more than it’s worth. Consider where your primary audience spends the most time on social, then focus on those channels.
3. Speed, frequency, and volume of customer engagements
A brand with a big, active social following will require more in the way of monitoring and responding. You may establish an agreed-upon timeframe for how quickly questions or comments are answered—and the shorter that turnaround is, the higher the rate might beg.
Tip: Ask your social media pro about tools that integrate with your social accounts to help track and aggregate mentions, messages, and comments in real-time, which can help streamline this process.
4. Tactics such as paid ads, influencer marketing, or contests
沙巴体育足球开户If you have the budget, running paid ads and contests or engaging influencers can be effective ways to amplify reach and engagement. These efforts may require upfront payments and additional coordination, however, so be sure to account for them in your budget and set benchmarks early on to gauge their relative success.
5. Your customer support structure
While many individuals use social media to share the things they love, it can also be a platform to vent about a poor experience. Do you have dedicated customer support in place, or does your social media project include support as a component?
沙巴体育足球开户Customers who have a complaint, bad review, or are frustrated will take often take to social media in an effort to be heard. It’s an opportunity for your business to address their complaints and turn things around—but it helps to know the person monitoring your accounts has the expertise to keep things under control.
沙巴体育足球开户If customers are asking questions on social media—maybe troubleshooting a product or asking a question about their account—you may want to budget extra time for this if you don’t have customer support reps who are ready to respond.
6. How much original content you’ll need
Social media is highly visual—video being a popular medium with the best engagement—and to stand out you’ll want plenty of visual assets to share. This may include photos, original graphics, video, and links to content such as blog posts. Quality visual content requires graphic design and copy support, or a social media pro who can create various types of content themselves.
How much should I expect to pay?
|SAMPLE SOCIAL MEDIA EXPERT JOBS (Estimated monthly billing rates charged by intermediate-level, U.S. based specialists)|
|Small Business Rates||Average Project Price (Per Month of Campaign)|
|Account Mgmt.(2 Channels/All Services)||$400-$2,000|
|Account Mgmt. (Each Extra Channel)||$200-1,500|
|Blogging w/ Social Shares||$400-$1,200|
|Large Business/Enterprise Rates||Average Project Price (Per Month of Campaign)|
|Account Mgmt. (2 Channels/All Services)||$2,500-$10,000|
|Account Mgmt. (Each Extra Channel)||$1,500-$5,000|
|Blogging w/ Social Shares||$2,500-$7,500|
|Misc. Rates||Average Project Price (Hourly)|
|Social Media Training||$25-150|
沙巴体育足球开户It’s important to note that many larger social presences are managed by a small team of professionals who can help balance coverage (even across different time zones) and responsibilities, as well as contribute expertise such as graphic design or video production. Having a skilled social media manager at the helm will help ensure strategies stay on track, that the messaging and tone is consistent, and that no rogue decisions happen.
10 social media marketing mistakes to avoid
Are your social media marketing (SMM) efforts paying off, or missing the mark? If your metrics are painting a picture of the former, you might be making a few of these common mistakes. Read on for some things to avoid, and some things to try—plus a few cautionary tips.
1. Going in without a strategy
沙巴体育足球开户An SMM plan is much more than just “Post three tweets a day, five days a week”—a good plan sets clear goals, matches plans to those goals, then assigns metrics by which you’ll measure your success.
Social media can be a waste of time and budget without a focused effort. Choose your platforms wisely, leverage integrations to help you corral data and metrics from each, engage a pro to keep your messaging on brand, and post with consistency and purpose.
2. Neglecting comments, questions, or posts from fans—especially negative ones
Sometimes, you don’t have to do anything wrong for a social campaign to tank—in fact sometimes, it’s what you don’t do. People use social media platforms to connect and converse. Use your brand’s profiles as a bullhorn—only talking about yourself, and never acknowledging interactions—and engagement will drop off. That lack of engagement can have far-reaching effects (i.e. your content won’t be seen) thanks to algorithms designed to show posts from accounts users interact with most.
沙巴体育足球开户Engaging online is an integral part of outbound customer service—learn more about how to make it work for you in this article.
3. Being too sporadic about when and where you post
沙巴体育足球开户We hear you when you say that you’re not going to post just for the sake of posting—and that’s spot on, considering users have the ability to block a brand that only posts timeline-crowding fluff. There’s value in waiting to post until you have something relevant to say, but try and spread across a few posts for more mileage, or create an editorial calendar that gives you topics to talk about on a more consistent basis. Otherwise, a lack of regular engagement may cause your content to be hidden thanks to algorithms.
4. Being too regular about when and where you post
There’s a flipside to the above. It’s possible to leverage automation too much, making your scheduled posts feel predictable and robotic. Be sure your SMM budget includes room to spend time on each platform daily, spend time interacting, share others’ content, and use relevant current events to your advantage.
5. Posting in any voice or tone, to an unspecified audience
沙巴体育足球开户Know who you’re talking to and you’ll be better able to craft a tone for how you talk to them. Social media is all about connecting—be sure your brand has a clearly defined personality that comes across consistently. And avoid being too salesy in what you post—it can come across as inauthentic and be a real turn-off for followers.
Tip: Your voice isn’t just limited to the copy of your posts—it can include the “flavor” of photos and videos you post, too.
6. Posting without proofreading
沙巴体育足球开户Some SMM foibles are worse than others. You don’t have to go full-on foot-in-mouth to make the wrong impression; sometimes, even a simple typo can require some damage control. Proofread, consider sensitive content from every angle, and when necessary, run certain posts by a legal consultant.
7. Only measuring success from vanity metrics
沙巴体育足球开户This misleading tactic might cause you to keep using ineffective tactics of fail to pivot your strategy because vanity metrics don’t matter, even though they might paint a rosy picture. Know what you’re measuring and how it’s contributing to your bottom line.
8. Not integrating your social media marketing with other marketing efforts
Have a blog, regular promotions, affiliate marketing, or landing pages used to drive sales, conversions, and traffic to your site? Cross-pollinate content and marry those efforts up with what you’re doing on social. But be sure to tailor the messages and intent with each platform, or it might end up feeling forced or out of place.
9. Posting uniformly across all platforms—or, putting the wrong objectives toward the wrong platforms
沙巴体育足球开户This speaks to the above, and to automation. You might not use the same voice, hashtags, or even the same content on Twitter that you would on Facebook. Integrations that make it easy to share content across all platforms are tempting, just make sure your posts don’t end up looking lazy or out of place.
For example, try not to use a program that automatically tweets your Facebook posts, or shares a link to an Instagram photo instead of the photo itself. Instead, take an extra second to post or upload photos natively to Twitter.
10. Not investing in paid social media promotion
沙巴体育足球开户It’s an unfortunate reality, but it’s hard to get your content seen on social as a branded page. When you’re working up a budget for your SMM, be sure to leave room for paid promotion so your more important content is getting better engagement when you need it to.
沙巴体育足球开户When it comes to spending money on SMM, however, don’t be tempted to buy followers or pay bots to engage with your content. If you’re authentic and put in the work, engagement and audience will follow!
沙巴体育足球开户Social media marketing can be incredibly valuable to brands, letting you personally connect with customers where they spend a majority of their time online. Stay the course with a good strategy and the above tips, and you’ll be on the right track to serious SMM ROI.