How to Hire a Social Media Manager

Thinking about hiring a social media manager feels like a huge step, but it might be the single best decision you make for your business this year. If you’re juggling DMs, struggling to post consistently, and have no idea if your efforts are even working, it’s time to bring in a pro. This guide will walk you through everything you need to know, from figuring out if you're ready to onboarding your new hire for success.

When Should You Hire a Social Media Manager?

The right time to hire help isn't just about your follower count. It’s about recognizing when social media is a bottleneck instead of a growth engine for your business. If any of these sound familiar, it’s probably time.

• You’re spending way too much time on it. If you’re losing hours every week to creating content, scheduling, and replying to comments - time that could be spent on core business operations - you need help.
• Your posting is inconsistent. You post daily for a week, then go silent for two. Algorithms don't like inconsistency, and neither does your audience. A dedicated manager brings focus and a predictable schedule.
• You have no clear strategy. Are you just posting to post? A social media manager's first job is to build a strategy that connects your social efforts to actual business goals, like leads, sales, or brand awareness.
• Your engagement is flat or falling. Social media isn't a billboard, it’s a conversation. If you don't have time to engage with your community, moderate comments, and build relationships, you’re missing the point.
• You feel overwhelmed by new platforms and trends. The social landscape changes fast. From TikToks to Reels to whatever comes next, a professional manager stays ahead of the curve so you don't have to.

What Does a Social Media Manager Actually Do?

This role is more than just posting memes. A great social media manager is a strategist, content creator, community manager, and analyst all in one. Clarifying their responsibilities from the start prevents mismatched expectations later.

Core Responsibilities Often Include:

• Developing a Social Media Strategy: This is a plan that outlines what you'll post, when you'll post it, which platforms to focus on, and how it all ties back to your business objectives.
• Content Creation and Curation: Creating original graphics, writing compelling copy, shooting and editing short-form video (a huge one in today’s market), and sharing relevant user-generated content.
• Scheduling and Publishing: Using a content calendar to plan posts in advance and ensuring a consistent flow of content across all channels.
• Community Management and Engagement: Responding to comments and DMs, engaging with your audience, moderating discussions, and building a genuine community around your brand.
• Analytics and Reporting: Tracking key performance indicators (KPIs) like engagement rate, reach, website clicks, and conversions. They turn this data into insights you can actually use.

Freelancer, Agency, or In-House Hire? Picking the Right Model

There’s no one-size-fits-all answer here. The best choice depends on your budget, your needs, and how hands-on you want to be.

1. The Freelance Social Media Manager

A freelancer is an independent contractor you hire on a project or retainer basis. They're great for small businesses and startups that need expertise without the overhead of a full-time employee.

• Pros: Cost-effective, flexible contracts, access to specialized expertise (like a TikTok expert or a LinkedIn B2B specialist). You can scale their hours up or down as needed.
• Cons: They juggle multiple clients, meaning you aren’t their only priority. They might be less integrated into your company culture and may require more direction from you upfront.

2. The Social Media Agency

An agency provides a full team of experts - strategists, copywriters, graphic designers, videographers, and account managers - all under one roof.

• Pros: A deep bench of diverse skills, established processes and workflows, and broader strategic capabilities. Great for brands that need a comprehensive, hands-off solution.
• Cons: A much larger investment. You may also get less personalized attention and communicate primarily through an account manager rather than directly with the creatives.

3. The In-House Employee

Hiring a full-time or part-time social media manager makes them an official member of your team. This person lives and breathes your brand every day.

• Pros: Deeply invested in your company’s success and culture, always available during business hours, and can collaborate closely with other departments like sales and marketing.
• Cons: The most expensive option when you factor in salary, benefits, and equipment. The hiring process is also longer and more involved.

Setting Your Budget: How Much Does This Cost?

Pricing varies wildly based on experience, location, and the scope of work. Here are some ballpark figures to help you budget realistically.

• Freelance Hourly Rates: Expect to pay anywhere from $50 to $200+ per hour. Newer freelancers are on the lower end, while seasoned strategists with proven track records command premium rates.
• Freelance Monthly Retainers: Most freelancers work on monthly contracts. These can range from $500 per month (for basic content management on one platform) to $5,000+ per month (for a comprehensive, multi-platform strategy with heavy content creation).
• Agency Retainers: Agency fees typically start around $2,000 per month and can easily exceed $10,000 per month for full-service management.
• In-House Salaries: According to data from LinkedIn and Glassdoor, the average salary for a Social Media Manager in the US ranges from $55,000 to $85,000 per year, plus benefits.

Remember: you often get what you pay for. A cheap hire might just schedule posts, while a premium investment can deliver a measurable return on your investment.

Where to Find and Hire the Best Talent

Great social media managers aren't just sitting around waiting for you to find them. You have to go where they are.

• LinkedIn: The go-to platform for professional hiring. Use its job posting feature and actively search for candidates with relevant experience. Pay attention to their own LinkedIn profiles - it's a reflection of their work.
• Upwork and Fiverr Pro: These freelance marketplaces are fantastic for finding talent. You can review portfolios, see past client feedback, and manage contracts and payments all in one place. Stick to vetted "Pro" or "Top Rated" candidates for better results.
• Niche Job Boards: Sites like AngelList (for startups), We Work Remotely, and industry-specific boards can connect you with people who are already passionate about your field.
• Referrals: Ask your professional network. A recommendation from someone you trust is often the best way to find a reliable, high-quality social media manager.

The Hiring Process: A Step-by-Step Guide

Once you know who you’re looking for, it’s time to find them. A structured process will help you weed out the wrong fits and identify your perfect match.

Step 1: Write a Clear and Compelling Job Description

A vague job post attracts vague candidates. Be specific about what you need. Include:

• About Your Company: What do you do, and what’s your brand voice? Get them excited to work with you.
• Key Responsibilities: Use a bulleted list to outline the day-to-day tasks (e.g., “create and schedule 5 Instagram Reels per week,” “manage our Facebook community group”).
• Qualifications: List must-have skills (e.g., “proven experience growing a TikTok account,” “fluency in Adobe Creative Suite”) and nice-to-haves.
• Metrics for Success: How will you measure their performance? State your goals clearly (e.g., “increase Instagram engagement rate by 2% within 3 months”).

Step 2: Carefully Review Portfolios, Not Just Resumes

A resume tells you what they say they've done, a portfolio shows you. Look for case studies that demonstrate tangible results. Don’t just be impressed by huge follower counts for big brands. It’s more impressive if a candidate grew a smaller account from the ground up. Look for creativity, strategic thinking, and high-quality aesthetic that aligns with your brand.

Step 3: Ask the Right Interview Questions

Go beyond “tell me about yourself.” Ask questions that reveal their strategic approach and problem-solving skills.

Here Are a Few to Get You Started:

• "Walk me through a social media campaign you ran from start to finish. What were the goals, what was the process, and what were the results?"
• "How do you stay on top of algorithm changes and new social media trends?"
• "Looking at our current social media, what do you see as our single biggest missed opportunity?"
• "How would you handle a flood of negative comments on one of our posts?"
• "What metrics do you believe are most important for demonstrating social media ROI, and why?"

Step 4: Assign a Paid Test Project

This is the most important step. A small, paid project is the best way to see their skills in action before signing a long-term contract. It protects your time and respects theirs.

Example Task: "Create a one-week content plan for our Instagram profile, including copy and concepts for 3 feed posts and 4 Reels. Explain the strategy behind your choices."

Pay them their hourly rate for this task. It’s a small investment that can save you from a major hiring mistake.

Final Thoughts

Hiring a social media manager is about finding a strategic partner who truly understands your brand and can translate its value to the digital world. By defining the role, setting a realistic budget, and following a structured hiring process, you can find the perfect professional to take your social presence to the next level.

Once you’ve found the right person, equipping them with modern tools is the key to a successful partnership. We built Postbase to make collaboration between brands and social media managers seamless. With our shared visual calendar, your new hire can plan content weeks ahead, and you can see the entire strategy at a glance. Plus, our unified inbox for messages and comments keeps all communication organized in one place, so nothing ever gets missed.