Essential Skills to Look For When Hiring a Social Media Manager
Irene Allen
Essential Skills to Look For When Hiring a Social Media Manager
Why These Skills Matter
What Is a Social Media Manager’s Role?
Top Technical Skills You Need
1. Analytics Insight
2. Platform Expertise
3. Content Creation Tools
4. Paid Advertising Tactics
Key Soft Skills That Drive Success
1. Communication
2. Creativity
3. Adaptability
4. Organization
Strategic Approaches for Long-Term Impact
1. Audience Research
2. Crisis Response
3. ROI Alignment
The Future of Social Media Work
Frequently Asked Questions about Hiring a Social Media Manager
What are the first steps to find qualified candidates?
How do I test a candidate’s knowledge if I’m not a social media expert?
Can freelancers handle large-scale campaigns effectively?
One Last Word
Essential Skills to Look For When Hiring a Social Media Manager
I’ve been managing social media for clients of all shapes and sizes—from early-stage startups to niche creators—and I’ll tell you this: the title “Social Media Manager” means a lot more than just posting memes and tracking likes. It’s a role that blends creativity, real-time response, strategy, and data fluency. And depending on who you're hiring, it can mean wildly different things.
When new clients come to me, they often say, “We just need someone to handle our Instagram.” But as we dig in, that almost always turns into a bigger conversation: who’s creating the content, who’s monitoring the DMs, who’s analyzing what worked and what didn’t?
Hiring a social media manager isn’t about filling a content calendar—it’s about finding someone who understands how online presence connects with larger business goals. The right person won't just grow your follower count. They’ll grow your brand.
So, what exactly makes a social media manager effective?
Why These Skills Matter
Social media is one of the first touchpoints between a business and its audience. Whether it's a casual scroll through TikTok or a targeted search on LinkedIn, platforms act like modern storefronts—people judge quickly, and they don’t scroll back.
A skilled social media manager knows how to shape that first impression. They use tone, timing, and visuals to make your brand feel not only present, but alive.
“If your last post was from December 2023 and it’s now April 2025, people wonder if you’re still in business.”
Consistency isn’t just for aesthetics. Behind every post is data—reach, clicks, conversions. A professional manager doesn’t just publish. They test, track, and adjust.
They also connect content to purpose. A reel might be fun, but if it doesn’t align with your goals—sales, sign-ups, awareness—it's just noise.
Over time, these decisions stack up. Good strategy turns into stronger engagement. Stronger engagement translates into trust. And trust, eventually, drives revenue.
What Is a Social Media Manager’s Role?
A social media manager is responsible for planning, creating, publishing, and analyzing content across multiple platforms like Instagram, LinkedIn, TikTok, X, Facebook, and Pinterest. Their role includes managing scheduling tools, responding to DMs and comments, tracking performance metrics, and adjusting content based on real-time data.
They work with content calendars, brand guidelines, and campaign objectives, which is why Social Media Managers for Content are in high demand. Each platform has its own formatting and tone—LinkedIn requires professional storytelling, while TikTok leans into trends, sound design, and short-form creativity. The manager adapts content accordingly.
Outside of posting, they monitor brand mentions, track competitor activity, and gather insights using native platform dashboards or third-party tools like Sprout Social or Later. They also coordinate with teams in sales, customer support, or product to ensure messaging aligns.
Posting a photo of your product with a caption like “New drop 🔥” might look fine from a hobbyist account. But strategic managers ask: What time should this post go live? Who is this speaking to? What’s the goal—engagement, saves, or link clicks?
Their work is tied to data. They monitor KPIs such as reach, engagement rate, click-throughs, and follower growth. Based on those results, they experiment with formats (like Reels vs. carousels), test headlines, and adjust hashtags to improve discoverability.
In larger campaigns, they may also manage paid ads, influencer partnerships, and cross-channel promotions. Their tasks are part of a broader strategy—not just content for content’s sake.
Top Technical Skills You Need
1. Analytics Insight
A social media manager reads platform metrics like reach, impressions, engagement rate, and click-through rate to understand what’s working. They use native dashboards (like Meta Insights or LinkedIn Analytics) and tools like Google Analytics to track user behavior after a click.
They translate numbers into decisions—for example, if reach is high but engagement is low, the content might be visually appealing but not relevant. They adjust strategy based on data patterns, seasonality, and post timing.
“It’s not about chasing likes—it’s about understanding what those likes actually mean.”
Visualizing data in reports (charts, summaries, graphs) is also part of the role, especially when working with stakeholders or clients who don’t live in the metrics daily.
2. Platform Expertise
Each platform behaves differently. Meta (Instagram + Facebook) relies on visual-first content and algorithmic trends like Reels. LinkedIn favors storytelling and professional value. TikTok uses short-form video with fast-moving trends, audio syncing, and niche content strategies.
A manager understands these differences and adapts content accordingly. They also stay updated on changes—like Meta’s ad targeting updates or TikTok’s evolving creator tools.
They know how to use platform-specific features like Instagram Guides, LinkedIn Newsletters, or TikTok Stitch. They also track algorithm shifts that affect visibility, like changes in hashtag relevance or recommended post formats.
3. Content Creation Tools
Content is built with tools like Canva, Adobe Express, or CapCut for design and editing. These tools help maintain brand consistency while speeding up production.
Scheduling tools like Buffer, Later, or Sprout Social are used to queue posts, write captions, and monitor engagement across platforms. Some tools also allow for team collaboration, asset libraries, and post-approval workflows.
“If you’re still manually posting every day at noon—you’re working harder than you have to.”
Consistency comes from using these tools to plan ahead, batch content, and analyze what formats perform best.
4. Paid Advertising Tactics
Paid ads on platforms like Meta, TikTok, and LinkedIn require separate skills from organic posting, often handled by Social Media Managers for Social Media Advertising. A manager sets up campaigns, defines audience segments, and selects objectives (like link clicks or video views).
They manage budgets by monitoring cost-per-click (CPC), cost-per-thousand impressions (CPM), and conversion rates. A/B testing is used to compare headlines, visuals, or calls-to-action to find what performs best.
They also track attribution—knowing whether a lead came from a boosted post, a retargeting ad, or a cold audience awareness campaign.
Campaigns are adjusted weekly or even daily depending on results. The goal is not just ad delivery—but performance that aligns with broader business outcomes.
Key Soft Skills That Drive Success
Soft skills affect how social media managers collaborate with internal teams, external partners, and the online community. These traits influence how work gets done, how messages are received, and how problems are handled.
1. Communication
Maintaining a consistent brand voice across platforms requires clear, intentional communication. Caption tone, hashtag use, and even emoji choices reflect how a brand “sounds” online.
Social media managers also engage in real-time responses—replying to comments, handling criticism, and escalating sensitive messages to support or PR. Missteps in tone or delayed replies can shift public perception quickly.
“Saying ‘Thanks for the feedback 😊’ sounds different when someone’s angry in the comments.”
Internally, communication includes relaying campaign progress to stakeholders, updating design or video teams on post specs, and gathering content from other departments.
2. Creativity
Original content stands out. Managers generate campaign ideas that match current trends while staying relevant to the brand’s goals. This includes writing captions, brainstorming video hooks, and designing post visuals.
Creativity also shows up in how managers repurpose content across platforms. A TikTok trend may become a LinkedIn post with a different tone and caption, but the same message.
They experiment with formats—interactive polls, behind-the-scenes photos, or audio-driven Reels—to see what engages the audience. A creative approach helps avoid repetition and audience fatigue.
3. Adaptability
Platform algorithms, audience behaviors, and content trends shift frequently. Managers adjust strategies based on changes in engagement data or new feature rollouts. For example, Instagram might deprioritize static posts in favor of Reels, requiring a shift in content planning.
They also react to real-world events that affect scheduled posts. A campaign may be paused or revised if it clashes with breaking news or current events.
“If a trend dies before your post goes live, you’re not early—you’re off.”
Adaptability also includes learning new tools or workflows when a client changes scheduling software or introduces AI into the process.
4. Organization
Managers often work across multiple accounts, platforms, and campaigns. Organization helps manage deadlines, content calendars, and asset collections without missing posts or duplicating work.
They keep track of platform specs (image sizes, video durations, character limits) and ensure posts are formatted correctly. They also juggle approvals, sponsorship guidelines, and legal disclaimers when needed.
Project management tools like Notion, Trello, or Asana are used to coordinate tasks, assign deadlines, and reduce last-minute scrambles, especially by Social Media Managers for Project Management. Without structured systems, post frequency and quality can drop.
Strategic Approaches for Long-Term Impact
Social media management isn’t limited to posting on schedule or tracking likes. It involves strategic planning that connects daily execution with long-term brand direction. The work extends beyond content—it includes understanding audiences, preparing for unexpected challenges, and aligning with larger business outcomes.
1. Audience Research
Audience research starts with identifying who the brand is speaking to. This involves collecting demographic data (age, location, occupation), behavioral patterns (platform usage, content preferences), and psychographics (values, interests, lifestyle). Managers use tools like Meta Audience Insights, LinkedIn Analytics, or social listening software to observe how users engage with both their own brand and competitors.
Once a target audience is defined, content is tailored to match their tone, pain points, and platform behavior. For example, a B2B SaaS company may publish case studies and carousel posts on LinkedIn, while an indie skincare brand may lean into UGC and GRWM-style videos on TikTok.
A/B testing is used to compare post types, headlines, or visuals across segments. Patterns from past campaigns, seasonal trends, and audience feedback are used to refine future messaging.
“If your audience is Gen Z, and your captions read like a press release, the algorithm isn’t the problem.”
Audience research is continuous. As the business evolves, new products launch, or platform demographics shift, the target audience may change too.
2. Crisis Response
Crisis response involves identifying and addressing reputational risks in real time, a crucial aspect of Social Media Managers for Reputation. This could include negative reviews, customer complaints, misinformation, or public backlash. Social media managers monitor brand mentions through tools like Mention, Sprout Social, or native app notifications to catch issues early.
The response process starts with acknowledgment—often within hours, not days. Empathetic, factual replies are prioritized over defensive or templated statements. Messaging is coordinated with the support, legal, or PR teams where necessary. All responses remain consistent in tone and aligned with the brand’s values.
If a misstep occurs through the brand’s own post, it may be taken down, followed by a transparent explanation. If the issue spreads, pinned posts or Story updates may be used to provide clarity.
“Deleting comments without context is like trying to mop up a flood with napkins.”
After the immediate response, internal documentation is created to review what happened, how it was handled, and what guardrails can prevent similar issues moving forward.
3. ROI Alignment
Social media ROI is measured by how well content performance connects to business metrics. These include leads generated, conversions, email subscriptions, product sales, or brand awareness growth. Social media managers tie KPIs—such as link clicks, saves, or follower growth—to broader goals set by marketing or leadership teams.
Campaigns are planned with measurable outcomes in mind. For example, a product launch might center on increasing landing page traffic, while a brand awareness push may prioritize reach and impressions. UTM tracking, Google Analytics, and platform conversion tools are used to measure attribution.
Budget is allocated based on performance. If an organic post performs well, it may be boosted to reach wider audiences. If a paid ad underperforms, it is paused or restructured. Ongoing reporting is used to present results clearly, often with visuals and summaries that connect directly to revenue or pipeline impact.
“If a post goes viral but no one clicks, it’s just noise in the feed.”
ROI alignment also means knowing what not to focus on. Vanity metrics like follower count are deprioritized if they don’t influence actual outcomes.
The Future of Social Media Work
As of April 2025, the role of a social media manager is changing quickly. AI tools are now part of most workflows. They’re used to generate post drafts, suggest optimal publishing times, and even identify trending topics based on user behavior. Tools like ChatGPT, Jasper, and Canva’s Magic Write are commonly used for ideation and caption writing, but still require editing for tone and brand alignment.
Automated responses are also growing more common, especially for FAQs in DMs. These responses are built using AI chat flows, but most managers still monitor replies manually to avoid errors or misinterpretation. Predictive analytics—like forecasting post performance or follower growth—are also starting to show up in more advanced tools.
Influencer collaboration has become less about follower count and more about niche alignment. Micro and nano influencers with under 10k followers are often prioritized for their higher engagement rates and tighter communities. Managers typically handle outreach, negotiate deliverables, and track results using affiliate links or custom codes.
New platforms continue to emerge. Lemon8, Artifact (before it shut down), and Threads each had their moment. ByteDance is rumored to be testing another app focused on silent video browsing. Managers monitor these launches but wait for user adoption before investing time. Not every new platform gains traction, and most fade quickly.
“Trying to master a new app every other quarter is part of the job now. Just don’t build your strategy on a platform that might not survive the year.”
Platform updates also shape day-to-day work. LinkedIn has recently added vertical video profiles. Instagram is testing a “Collections” feature for group-curated content. TikTok’s in-app shopping tools are pushing managers—especially Social Media Managers for Shopping—to think like e-commerce strategists.
To keep up, most managers build time into their week for learning. This might include reading platform blogs, attending virtual workshops, or experimenting with new features on dummy accounts. Certifications from Meta or Hootsuite are common ways to validate skills, but hands-on testing is still the fastest way to learn.
Social media work no longer fits in a static job description. It updates as fast as the algorithms do.
Frequently Asked Questions about Hiring a Social Media Manager
What are the first steps to find qualified candidates?
Start by identifying the specific goals for your social media presence—for example, whether you're prioritizing brand awareness, lead generation, or customer engagement. Clarify which platforms matter most to your audience and what success would look like in 3–6 months.
Write a job post that includes clear expectations, preferred tools, number of channels, and whether the role involves paid media, analytics, or content creation. Avoid vague language like “manage our social media”—list the actual platforms, tasks, and outcomes expected.
Once you have a clear job description, search for talent on commission-free platforms like Contra. Use filters to narrow by industry, platform expertise, or location. Review portfolios directly on the freelancer’s profile—most include past work, tools used, and client feedback.
If your job post says “we’re looking for someone creative,” that could mean anything from memes to motion graphics. Be specific.
How do I test a candidate’s knowledge if I’m not a social media expert?
Start by reviewing their portfolio. Look for examples of platform-specific content—such as Instagram Reels, TikTok clips, or LinkedIn carousels—and check whether captions, visuals, and tone align with the brands they worked on.
Ask for a short written strategy (1–2 pages) based on a hypothetical campaign or product. Include a prompt like: “We're launching a new feature on our app—how would you announce this across Instagram and LinkedIn?” You're not looking for polished visuals—just thought process, structure, and clarity.
Another option is a paid trial. Assign a one-week task with limited scope, such as creating three posts for one platform. Use this trial to evaluate organization, file delivery, communication, and how well they capture your brand voice.
“If a candidate says ‘I’ll just vibe it out,’ that’s not a strategy.”
You don’t have to be an expert to spot red flags—missed deadlines, generic ideas, or inconsistent formatting often say more than analytics can.
Can freelancers handle large-scale campaigns effectively?
Yes. Many Social Media Managers for Freelance on platforms like Contra manage campaigns that include multi-platform publishing, paid ads, influencer partnerships, and performance reporting. Some also work as part of a distributed team with designers, copywriters, and video editors.
Freelancers often bring systems they’ve used across clients—like custom content calendars, reporting templates, and automation tools. These processes allow them to manage larger workloads efficiently, even when juggling multiple brands.
They also tend to stay current on platform updates, tool changes, and performance benchmarks since their work depends on delivering measurable results across different industries.
Freelancers don’t just “help” with campaigns—they often build them from scratch, optimize them mid-way, and report on them at the end.
One Last Word
A social media manager who understands how to balance creative execution, platform analytics, and long-term brand strategy is positioned to lead accounts with clarity and consistency. This combination allows them to align content with goals, spot patterns in performance data, and adjust direction when needed—without losing momentum or tone.
It’s common to find candidates who are strong in one area—like content ideation—but less confident in areas like paid media or performance tracking. Conversely, some are data-focused but struggle with visual storytelling or trend adaptation. The most reliable managers tend to show overlap across all three: creative planning, performance analysis, and structured execution over time.
It’s rarely about posting more. It’s about posting with purpose every time.
Managers with this layered skill set tend to build trust across audiences and teams. They respond to feedback without derailing campaigns, maintain brand voice even during rapid pivots, and make informed decisions without guessing. That consistency—especially in fast-moving digital spaces—signals reliability to followers and business partners alike.
Growth doesn’t happen from a single viral post or ad campaign. It happens when content, timing, and strategy align week after week. A manager who shows that kind of range becomes more than a contributor—they become a steady signal in the noise.
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Posted Apr 2, 2025
Essential skills to look for when hiring a social media manager include analytics, content creation, platform expertise, and communication strength.
