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Amanda has launched over 8,000 influencer campaigns at Dollar Shave Club in the last 3 years of her career, meeting all monthly + quarterly KPIs, resulting in 22% of all new members acquired.
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Amanda
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Amanda has launched over 8,000 influencer campaigns at Dollar Shave Club in the last 3 years of her career, meeting all monthly + quarterly KPIs, resulting in 22% of all new members acquired.
TITLE
Amanda
READ
Amanda has launched over 8,000 influencer campaigns at Dollar Shave Club in the last 3 years of her career, meeting all monthly + quarterly KPIs, resulting in 22% of all new members acquired.
TITLE
Amanda
READ
Amanda has launched over 8,000 influencer campaigns at Dollar Shave Club in the last 3 years of her career, meeting all monthly + quarterly KPIs, resulting in 22% of all new members acquired.
TITLE
Amanda
READ
Amanda has launched over 8,000 influencer campaigns at Dollar Shave Club in the last 3 years of her career, meeting all monthly + quarterly KPIs, resulting in 22% of all new members acquired.
TITLE
Amanda
READ
Amanda has launched over 8,000 influencer campaigns at Dollar Shave Club in the last 3 years of her career, meeting all monthly + quarterly KPIs, resulting in 22% of all new members acquired.
TITLE
Amanda
READ

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The State of the Social Media Manager Guide

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TABLE OF CONTENTS
Types of skills social media managers

Types of social media managers

Social media marketing, like most marketing roles, has increased in complexity over the last decade. This is due to a rise in new platforms, and the maturing of established platforms. We’ll get into the history and show a timeline of social media in a moment. For now, here are the various types of, as well as other names for, social media managers:

Social media marketing, like most marketing roles, has increased in complexity over the last decade. This is due to a rise in new platforms, and the maturing of established platforms. We’ll get into the history and show a timeline of social media in a moment. For now, here are the various types of, as well as other names for, social media managers:

  • Social media marketer (SMM)
  • Community manager / marketer
  • Influencer marketer / manager
  • TikTok marketer / manager
  • Snapchat marketer / manager
  • Facebook marketer / manager
  • Instagram marketer / manager
  • Twitter marketer / manager

The list could go on, as many social media managers have begun to specialize in individual social media platforms where they have earned an increased following and become an expert in that channels’ algorithm.

Skills social media managers must have

Social media is ever-changing, and social media managers need to be curious, adaptable, and business savvy. MarketerHire vets for all these intrinsic qualities, but we also make sure our expert social media managers have skills in the following areas:

  • Copywriting: Social media is all about writing and producing engaging content. Whether your call to action is to get a click, a like, or a comment, you need to know how to write compelling copy and tell a cohesive and engaging story.
  • Design and creative strategy: Imagery is just as important as copy on social media channels. People often spend just as much time looking at an image or well-edited video as they do reading text, so social media managers need to have an eye for design and the ability to use different tools.
  • Customer service & community engagement: Customers often go to social media for support, questions, and even feedback. Social media managers need to be empathetic, conversational, should have some product knowledge to provide support, and understand the value of UGC (user-generated content). 
  • Influencer marketing: Social media managers should have some light experience in managing influencer marketing campaigns, interacting with influencers, and building strong influencer relationships. 
  • Analytics: A social media manager should know how to interpret and make sense of social media metrics and act as a guiding light in your business when it comes to measuring performance and reporting on organic social KPIs with analytics tools. 
  • Budgeting: A social media manager needs to know how to manage a budget for creative asset creation, social media management tools, influencer marketing, and UGC. 

Learn more about the must-have skills for social media managers →

Advantages of an expert social media strategy 

There’s a lot going on in the world of social media – multiple platforms with multiple strategies and tactics to leverage depending on your business goals. Without a clear strategy, you can be sure you’re not going to see results. Trying to be everywhere, posting aimlessly, a lack of consistency, or firing on all cylinders hoping something works is a great way to burn time and money.

Like with anything done well, you need to have clear goals, a clear strategy, and clear boundaries for how you plan to leverage social media. For that, you need an expert social media manager to make sure you’re lining everything up correctly. There are a number of ways to leverage a social media strategy for your business, including improving brand awareness, authority, and loyalty, engaging with customers (leading to more customer satisfaction), marketplace awareness, driving website traffic, and even enhancing SEO rankings.

Depending on where your customers spend their time, selecting the right social platform will help you build your brand awareness and authority by sharing educational content (which can drive traffic) or sharing insights on industry trends. Getting your employees on board as well and using them as brand advocates to share what the company is up to as well as their own perspectives helps build their thought leadership and your company’s brand.

Finally, prospects or customers tend to use social media when they have an issue, a request, or simply want to spread the love about a particular business or product. You can use social media to engage with them, to influence your product roadmap, alert or support your customer success teams, and increase brand loyalty and engagement with your audience by making them feel heard on social media channels.

Popular social media marketing projects 

In general, there are three different types of social media marketing projects:

Community-Building

  • Grow addressable audience
  • Engage active followers

Branding

  • Strategically position your brand in the market
  • Build customer trust and loyalty through quality content

Influencer Marketing

  • Manage influencers and UGC content
  • Leverage assets to increase growth and engagement

Each of those bullets, though, contains a variety of tasks to bring the full strategy to life. Typically, when hiring a social media manager, companies begin with the following projects which give them a good understanding of a social media manager’s skills.

  • Running social media channel audits
  • Managing social media calendars 
  • Social media writing, editing and posting
  • Managing multiple social media channels
  • Responding to comments and DMs
  • Engaging with target audiences and demographics in each channel
  • Leading social video creation
  • Leading campaign strategy and launches

The most popular social media management tools like Hootsuite, Canva and more →

Common social media marketing KPIs

The most common social media marketing KPIs are:

  • Audience growth 
  • Engagement

These two KPIs should be measured by individual channel and balanced against one another. You don’t want massive growth if engagement tanks as a result, for instance. The goal for organic social media channels is to have as large of an audience as possible with high engagement. Balancing these two KPIs against one-another helps to steer your brand to the right demographic target for your product and content. 

Additional social media marketing KPIs include:

  • Organic social traffic to your website, typically measured in Google Analytics
  • Organic social leads and sales, typically measured in a CRM like Hubspot or e-commerce platform like Shopify

Why a freelance social media manager is smarter

One of the toughest parts about growing a business is predicting your revenue and knowing when to make the right hires. Your needs and budget are always changing, so hiring a full-time social media manager is often not the right call when you could go with a more flexible option. 

On top of that, hiring is a risky and time consuming process. It could take months before you find the right person, and even then, you always run the risk of making the wrong choice. If you’re not a social media specialist yourself, how can you really know if you’ve vetted for the right skills? Too often, businesses invest a ton of resources in making a full-time hire only to learn they made the wrong call months later.

Some businesses understand and value the flexibility of contract work, so they go to agencies to service their needs for a set period of time. The trouble with this is businesses typically have limited resources, and agencies charge exorbitant fees for often lackluster results. You’re just one of many clients for them, and monthly retainers can truly break the bank, especially if you don’t meet your revenue goals for a month or two.

Most understand that agencies aren’t the best option either, but with the freelancing industry growing ever-bigger and more popular, it’s extremely difficult to find and hire the right talent. 

Plenty of freelance marketers claim to be experts in particular verticals to get more work, but after a project or two it becomes evident they’re not. Luckily, that’s where MarketerHire comes in. Our expert network of pre-vetted talent makes hiring a freelance social media manager a no-brainer.

Out of the hundreds of freelancers that apply to our network, we accept less than 5% of applicants. We put each applicant through a rigorous vetting process to ensure they’re the best and brightest at what they do. As veteran marketers ourselves, we know what to look for and are confident any social media marketing manager we match you with will be able to deliver your next project quickly and effectively.

There are tons of run-of-the-mill freelance farms that offer you cheap, low quality, and frankly unreliable work (which ends up costing you more). With over 60 million freelancers in the US alone and counting since 2018, sourcing true talent is harder than ever, especially if you’re not a social media specialist yourself.

Plus, the best social media marketing managers know they’re great at their craft and you won’t find them looking for social media jobs on any of those low-grade platforms. The place to find them is MarketerHire. Since we only accept the best of the best, we treat our freelancers with respect and offer them high quality projects with reliable payment. As a result, we continue to attract all-star players with experience from leading companies.

Top signs you need an expert social media marketer, according to the experts themselves. →

Social media marketing FAQs

What do expert social media managers charge per hour? 

Expert social media managers change anywhere from $69-$175 per hour. The more expertise someone is or the more cache they have as a thought leader, the more they can charge. 

Expertise is important in social media marketing, since your social media presence is often the very first touch a potential customer, influencer or even partner will have with your brand.

Are social media marketing managers and social media advertising experts the same?

No, social media marketers and social media advertisers are two different roles with very different areas of expertise.

Social media advertisers manage paid social budgets and report out on ROAS. They are typically the ones setting up and managing Facebook ads and campaigns, or any other paid social media channel strategy.

Social media marketing managers focus on organic social media strategy and tactics. They build out the brand’s social media profile and work to combine brand messaging and visuals to build a community on social media sites like Facebook, Instagram, Twitter and LinkedIn. They also use social media analytics tools to report out on KPIs, but aren’t typically responsible for ROAS reporting.

Social media advertising and social media marketing are two very different things.

What types of content do social media managers usually produce? 

Social media managers produce a lot of different types of content. These can include:

  • Templates for new product launches, real-time reporting, or whatever is used often as part of the social media strategy and social media campaigns.
  • Video content, including video scripts and UGC, which is user-generated content. 
  • Social media posts to support lead generation campaigns as part of a larger marketing effort.
  • Retweets or repurposing of content to tell a story, promote partners or customers, or build brand awareness and engage social media users in general. 

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