How to Choose the Right Social Media Manager

In today’s digital era, your brand’s online presence is quintessential, and the pivotal role of a social media manager cannot be overstated. Selecting the right individual to handle your social media footprint is more than a mere hiring decision—it’s a strategic investment in your brand’s future. The ideal social media manager will not only embody your brand’s voice but will also navigate the nuanced terrain of various platforms to engage your audience effectively and drive measurable results.

When assessing candidates for this critical role, it’s essential to focus on a blend of creativity, technical proficiency, and an analytical mindset. A competent social media manager brings to the table an intuitive understanding of different social media landscapes and knows how to leverage each platform’s unique features to amplify your brand’s message. They should also possess the ability to sift through data, discern trends, and adapt strategies accordingly, ensuring your brand remains resonant and relevant in an ever-changing digital world.

Bear in mind that social media management is a continuous commitment, not a one-off campaign. Therefore, your chosen manager should demonstrate the capability to craft long-term plans while being agile enough to respond to real-time feedback and trends. This balance between foresight and flexibility will position your brand to thrive and grow in the bustling marketplace of social media.

Understanding the role of a social media manager

Social media manager looking at a whiteboard

Social media management is critical for your brand’s digital presence, involving content creation, engagement strategies, and analytics to measure success.

Core responsibilities

Content creation & curation

You need a social media manager adept at producing and sourcing content that resonates with your target audience. This includes:

  • Developing content calendars
  • Crafting posts tailored to each platform


Your social media manager must actively:

  • Respond to comments and messages
  • Foster community interaction


Listening to social conversations about your brand is essential. Your manager should:

  • Track mentions
  • Assess audience sentiment

Strategy development

A strong social media manager will:

  • Formulate goals-aligned strategies
  • Plan campaigns and promotions


To refine strategies and prove ROI, a manager should:

  • Analyze performance data
  • Adjust tactics based on insights

Necessary skills and qualities


Your manager needs to be innovative, crafting unique and interesting content that stands out.

Analytical thinking

They must interpret analytics effectively, extracting meaningful patterns and actionable insights.


Excellent writing and verbal skills are crucial for engaging copy and customer interactions.


Flexibility to shift strategies in response to analytics or platform changes is key.

Setting your social media goals

People using their phones signifying social media

Before choosing the right social media manager, clearly setting your social media goals is imperative. These goals are crucial touchstones for guiding the social media manager’s strategy and measuring success.

Defining brand objectives

Your brand objectives are the compass for your social media efforts. Define what you aim to achieve with precision. Ask yourself:

  • Brand Awareness: How are you planning to increase your brand’s visibility?
  • Engagement: What level and type of interaction do you want with your audience?

Using specific metrics to measure these objectives is key. For brand awareness, consider metrics like share of voice or follower count. Engagement can be tracked through likes, comments, and shares.

Aligning with business targets

Ensure your social media goals are in direct alignment with your broader business targets:

  • ROI: Determine how you’ll measure the return on investment from social media activities. Will it be through direct sales, saved costs, or increased leads?
  • Leads and traffic: Set clear targets for the number of leads generated and the amount of traffic directed to your website via social media channels.

By aligning social media goals with your business targets, you ensure that every tweet, post, or story contributes to your company’s success. Keep an eye on the analytics to adjust your strategy when necessary, ensuring the best use of resources for maximum impact.

Evaluating experience and expertise

Man using a computer with fictional graphics of social media icons

When selecting a social media manager, your brand’s success depends on choosing a person with not just general experience but also specific expertise that aligns with your industry needs and social media goals.

Understanding of your industry

Your social media manager must have a deep understanding of your specific industry to create a content strategy that resonates with your audience. Ask for examples where their expertise in similar industries has driven brand growth.

  • Fashion Industry: Look for experience with visual platforms like Instagram and Pinterest and evidence of trend-savvy content creation.
  • Tech Industry: Seek knowledge in LinkedIn for B2B strategies and Twitter for real-time updates.

A competent social media manager stays ahead of platform trends and user behavior. They should articulate how to leverage these trends in your social media strategy. For instance, they should know:

  • The rise of short-form video content on TikTok and Instagram Reels.
  • The importance of user-generated content in fostering community trust.
  • How new features like Twitter Spaces can fit into your strategy to increase visibility.

Examine how they’ve previously adapted to changes in the social media landscape and integrated these into a brand’s approach.

Assessing technical proficiency

Man drawing a lightbulb that has social media graphics in it

Before choosing a social media manager, consider their technical proficiency to ensure they will effectively extend your brand’s reach and engagement.

Familiarity with social media platforms

You should look for a social media manager who displays a thorough understanding of various platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest, and Google+. Evaluate if they effectively use features specific to each platform, such as hashtags on Twitter or stories on Instagram, and adapt content to fit each platform’s unique audience and format.

  • Facebook: Posts, Live, Stories, Groups
  • Instagram: Posts, Stories, IGTV, Reels
  • Twitter: Tweets, Threads, Moments
  • LinkedIn: Posts, Articles, Networking
  • YouTube: Videos, Live streaming
  • Pinterest: Pins, Boards
  • Google+: Though deprecated, understanding its features suggests a comprehensive knowledge of social media evolution

Analytics and reporting skills

Your social media manager should have proficiency in analytics tools like Google Analytics, embedded platform insights, and third-party analytics software. They need to analyze engagement data, identify trends, and gauge campaign performance to make data-driven decisions.

Key metrics:

  • Engagement Rate
  • Click-through Rate
  • Conversion Rate
  • Follower Growth

They should present these insights clearly, translating data into actionable strategies.

Use of social media tools

A knowledgeable social media manager will be adept in using various social media tools to streamline and enhance your brand’s online presence. Look for proficiency in:

  • Content calendar: For planning and organizing posts
  • Scheduling tools: To automate posting at optimal times
  • Canva: For creating visually appealing content

Tools to consider:

  • Content Calendar: Trello, Asana, or Airtable
  • Scheduling: Buffer, Hootsuite, or Later
  • Design: Canva or Adobe Spark

Their skill in using these tools can determine their ability to maintain a consistent and professional brand image.

Maximizing engagement and community building

Woman taking notes about social media management

To maximize your brand’s online presence, engagement and community building are crucial. Effective social media management involves curating quality content, leveraging user-generated content, and fostering loyal relationships with your followers.

Creating quality content

Developing quality content is the cornerstone of engaging your community. Content must be relevant, informative, and tailored to the interests of your audience. Use these guidelines:

  1. Understand your audience: Research and use social listening tools to discover topics that resonate with your followers.
  2. Be consistent: Maintain a regular posting schedule to keep your brand at the forefront of your community’s minds.
  3. Incorporate visuals: Utilize images and videos to increase the appeal and shareability of your content.

Encouraging user-generated content

User-generated content (UGC) drives engagement by fostering a sense of ownership and participation within your community. Here’s how to encourage UGC:

  • Create hashtag campaigns: Prompt followers to share stories or posts using specific hashtags that relate to your brand.
  • Feature followers: Show appreciation by featuring user content on your channels, which can motivate others to interact.

Cultivating relationships and loyalty

Building relationships and loyalty in your community means going beyond transactional interactions:

  • Engage personally: Respond to comments and messages promptly to make your followers feel heard and valued.
  • Reward engagement: Consider perks like discounts or exclusive content for active followers to show appreciation and deepen loyalty.

By focusing on these strategies, you position your brand not just as a business but as a dynamic community that values its members and their contributions.

Finalizing the selection

female social media manager on a laptop

When you’ve narrowed down your candidates, the next step is to conduct in-depth interviews, examine their portfolios and references, and then make a well-informed decision.

Interviewing candidates

During the interview process, ask specific questions that reveal the candidate’s understanding of your personal brand and how they will enhance your online presence. Focus on their approach to customer engagement and crisis management, as these aspects are crucial for maintaining a positive brand reputation.

  • Customer engagement strategies: Inquire about techniques they would employ to foster customer relationships and grow your audience.
  • Crisis management proficiency: Understand their ability to handle potential negative situations on social media that could affect your brand’s reputation.

Reviewing portfolios and references

Carefully analyzing previous work and feedback from past clients gives you insight into the candidate’s real-world performance and compatibility with your marketing goals.

  • Portfolio evaluation: Look for variety in content, creativity, and clear results that align with the brand objectives similar to yours.
  • Reference checks: Contact former employers or clients to discuss the social media manager’s work ethic, reliability, and customer service skills.

Making the decision

Your choice should be based on the candidates’ skills and their potential to resonate with your customers and uphold the integrity of your brand.

  • Match with brand identity: Choose a candidate who articulates and aligns well with your brand’s voice and values.
  • Skills and expertise: Ensure their expertise meets your needs for daily social media operations and long-term marketing goals.
  • Compatibility with your audience: Select someone who understands and connects with your target customers, as they are the voice of your company online.

Increase your engagement with a Quickly Hire content specialist

Young man as a social media manager on a laptop

Effective social media management is a sustained effort, not just a fleeting campaign. Your ideal manager should demonstrate the ability to craft enduring strategies while maintaining the agility to adapt to real-time feedback and emerging trends. This balance of vision and flexibility is crucial for your brand to flourish in the competitive social media space.

In this context, Quickly Hire emerges as an invaluable ally, providing access to a broad spectrum of talent, including skilled social media managers. Our rigorous vetting process ensures that the professionals you engage with are not only proficient in their field but also uniquely attuned to the needs and nuances of startups and small businesses. With Quickly Hire, you’re not just employing a social media manager; you’re gaining a strategic partner who can seamlessly integrate with your team, understand your brand ethos, and drive your social media presence to new heights.


  • Alex McInnes

    Alex is Quickly Hire's content strategist and digital marketer. He's a New Zealand-born, Thailand-residing copywriter extraordinaire. Dad to two beautiful girls, Alex loves playing rugby, reading, and running with his soi dog, Effie.

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