What does a social media manager do?
A good social media manager or agency usually handles:
- Strategy: which platforms, which audience, what goals
- A monthly content calendar
- Creating graphics, short videos and captions
- Scheduling and publishing
- Replying to comments and messages, depending on the agreement
- Monthly reporting on reach, engagement and enquiries
Some also run paid social ads. Check exactly what's included because packages vary a lot.
Signs you should outsource
- Your pages go quiet for weeks when you're busy
- You don't enjoy it and it shows in the content
- You're spending hours a week on it that would be better spent on paying work
- You have no idea whether it's working
- Your posts look inconsistent with your brand
Signs you might keep it in-house
- You enjoy it and your audience responds to you personally
- Your business relies on you being the face of the brand
- You have a team member with the time and skill to own it
- Your budget is very tight and you can commit to a simple routine
The middle ground
Many small businesses do best with a hybrid. An agency handles the plan, design and scheduling, and the owner adds occasional personal posts, Stories and replies. Or you start with auto-posting, where content is created and scheduled for you, and keep the conversation side yourself.
What to ask before you hire
- Can I see accounts you manage now, and what results they've had?
- How many posts per month are included, on which platforms?
- Do you create the graphics and videos, or do I supply them?
- Who replies to comments and messages, and how quickly?
- How do I approve content before it goes out?
- What do you report on, and how often?
- Who owns the accounts and the content? (The answer should be: you.)
- What's the minimum contract and notice period?
Red flags
- Promises of a set number of followers
- Asking for your personal login instead of using business access tools
- Generic stock content that could belong to any business
- Reports that show only follower counts and likes, never enquiries
How to measure whether it's working
Agree on goals upfront. For most small businesses that means profile visits, website clicks, messages and enquiries, not just likes. Ask new customers how they found you. Review results together every month.
The bottom line
If social media keeps falling off your list, outsourcing usually pays for itself through consistency alone. Choose someone who understands your business, shows you real work and reports on enquiries. For posting frequency guidance, read how often to post on social media.
Our social media management service covers strategy, content, posting and reporting, with you approving everything. Book a free call.
Frequently asked questions
Is it worth paying someone to do social media?
For many small businesses, yes, because consistency drives results and owners rarely have time to post regularly. Make sure the provider reports on enquiries, not just likes.
What's the difference between social media management and auto-posting?
Auto-posting covers planning, creating and scheduling posts. Full management usually adds strategy, community replies, reporting and sometimes paid ads.
Should I give my social media manager my password?
Use business access tools such as Meta Business Suite roles instead. You should always remain the owner of your accounts.