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A step-by-step guide to hiring a social media manager

Recruitment | 6 Min Read

A step-by-step guide to hiring a social media manager


Social media is more cost-effective than advertising and offers great opportunities for innovative engagement with your customers.

Richard Branson
Founder of the Virgin Group

Social media is a source for organizations to reach out to a massive number of users.

According to the report by Statista, more than four billion people used social media in 2021, and the user base is expected to reach six billion by 2026. Thus, leveraging the vast power of social media is one of the smartest strategies for organizations.

Every business wants to build social media presence on platforms such as Facebook, Instagram, YouTube, and LinkedIn. But, unfortunately, this factor increases competition and the possibility of losing presence in the clutter. This is why there is a need to hire a skilled social media manager.

A social media manager can effectively manage accounts on different platforms, strategize promotional activities, engage with customers, and build a lasting brand presence.

This blog will discuss the details of hiring a social media manager, their roles, responsibilities, skills, and tips to hire the best talent.


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What is social media management?

Social media management is handling an organization’s social media accounts. It involves the following functions:

  • Developing a tailored and business-specific promotional strategy
  • Determining preferences, mindset, needs, and interests of the target audience
  • Creating and posting content regularly
  • Interacting with customers, followers, and subscribers, determining the current trends, and analyzing algorithms of various platforms
  • Analyzing the accounts for better outreach

Carrying out the tasks above needs an expert in social media, which is why organizations must hire a social media manager. Mercer | Mettl brings a comprehensive suite of online assessment tests to help recruiters find the best-fit candidates. For example, the Social Media Marketing Test is an online assessment that allows recruiters to gauge candidates’ skills across social media channels, such as Twitter, Facebook, Instagram, etc.


Reasons to hire a social media manager

According to Zippia, more than 26,700 social media managers were employed in the USA in 2022.

A key factor behind such vast employment is the need to stand out in this fiercely competitive marketplace. An expert can identify crucial challenges, find solutions, and develop innovative strategies to build a social media presence and manage accounts.

The following are the major reasons for hiring a social media manager:


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Develop a business-specific strategy

Social media managers use their expertise to develop a business-specific strategy for the target audience using the psyche of users on different platforms. For instance, these professionals can decide between hiring an influencer and using carousel ads to promote the product. Such strategies help businesses reach the target audience, create a brand image, and achieve marketing and promotional objectives.

Upload posts consistently on different social media platforms

Social media managers regularly post on social media platforms to promote products and services, enhance reach, and build a wider presence. It allows keeping followers updated with the current offerings and aid in creating a brand reputation.

Engage with users regularly

Business followers, subscribers, and users post comments, reviews, queries, and messages on social media platforms. It is important to reply to these comments and messages, understand the reviews, and address queries as soon as possible. Engaging with users builds a reputation that the brand cares about them.

Determine changes in trends, algorithms, and dynamics

Social media trends are changing dynamically. Determining these trend changes and accordingly adapting is essential to maintain a presence, attract new users, and stand out from the competition. Additionally, social media platforms are constantly changing their algorithms; determining these changes helps brands maintain their presence.

Analyze and grow

Social media managers can analyze and track the progress of social media channels. Analytics help identify the performance using metrics such as the number of followers, reach, engagements, and others. This allows tracking the progress over time and taking steps to ensure consistent growth. For example, if the reach and engagement reduce, managers can find reasons and strategize accordingly to boost social media performance.


Roles and responsibilities of a social media manager

A large social media presence is important because it’s one of the last ways to conduct cost-effective marketing. Everything else involves buying eyeballs and ears. Social media enables a small business to earn eyeballs and ears.

Guy Kawasaki
Evangelist and Marketing Specialist


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Social media managers help develop a long-term strategy and justify the investment in marketing activities. In addition, they are responsible for launching new campaigns and driving social media engagement.

The following are important roles and responsibilities of a social media manager:


  • Working with the marketing team and management to develop social media strategies and campaigns based on organizational objectives
  • Developing reports on social media trends, submitting them to management teams, and adapting new strategies
  • Monitoring the organization's social media accounts and providing feedback
  • Supervising every social media campaign and strategy
  • Analyzing the progress and developing methods to maintain the brand presence


  • Carrying out in-depth research of the target audience, their needs, preferences, and interests
  • Developing and launching new campaigns for brand promotion, its products and services
  • Creating engaging and informative posts by collaborating with copywriters, content writers, graphic designers, and video creators
  • Scheduling and posting different types of content on every social media account as per the strategy
  • Interacting with users by replying to comments and messages
  • Tracking and responding to customer reviews
  • Researching and analyzing current trends and changes in key social media algorithms
  • Forming and cementing relationships with key influencers on different social media platforms
  • Utilizing tools such as Google Analytics and Instagram Insights to track and analyze the performance
  • Recommending measures to boost performance and increase engagement
  • Monitoring and managing budgets for social media activities and ads
  • Analyzing competitor activities
  • Setting up social media guidelines and educating employees about the same
  • Managing, motivating, and training new and junior staff


Seven tips for hiring an efficient social media manager

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1. Determine relevant social media channels


Social media managers must use various social media channels to create awareness, promote products and services, and drive engagement. For some organizations, Facebook monetization can be favorable, while LinkedIn posts may be more effective for others. Hence, determining the social media channels helps find the right-fit candidate with relevant channel experience.


2. Create a concise and crisp job description


After determining relevant social media channels, creating a clear, concise, and crisp job description is necessary. It must list the responsibilities and skills required for the job role. This job description will attract the right candidates and save recruiters time and money.

The job post should also mention the work culture and organizational benefits to attract top talent and gain a competitive edge.


3. Set clear expectations


Organizations should clarify their expectations of a social media manager in the job description and the initial interview. You should identify your business needs and explain the same to the marketer.

Are you finding a direct marketer? Do you want them to track ROI? Are you expecting them to become product owners? Do you only need someone to help establish a social media presence?

If you need a brand marketer or a product marketer, is your business in a position to support this decision financially?

Considering these factors, evaluate your primary social media goal and hire an appropriate social media manager.


4. Determine the nature of the role


Different strategies are utilized to manage social media. For example, some prefer in-house executions, while others outsource entirely.

What is the nature of this role in your company? Do you need a full-time in-house manager or a freelancer professional?

With a full-time manager, you must create a team and assign a considerable budget to the department. However, it helps achieve milestones quickly and plan for future growth.

Identify the role requirement before hiring, and mention the same in the job description.


5. Evaluate the skills of a social media manager


A social media manager should have technical and management skills. With the need to perform at the highest level on multiple fronts, they must possess a varied skill set that includes:


Copywriting and content writing

From drafting a captivating caption for a Facebook post to writing a professional profile description, copy and content writing skills are must-haves for a social media manager. The copy and content become the brand’s voice. Hence, writing compelling, clear, and concise content for social media posts will help grab users’ attention, spread product and service awareness, and drive engagement.


Graphic design and video editing

Images and videos are powerful, effective, and valuable in raising awareness about products and services. They increase user engagement and ensure brand recognition. Graphics evoke users’ emotions and connect them with the brand. Developing captivating graphics and engaging videos is thus a major skill of a social media manager.


Customer engagement

Social media managers need to engage with customers by engaging in comments and messages and handling customer concerns, reviews, and feedback. Timely responses highlight brand values to users. Additionally, resolving negative reviews constructively and without hurting sentiments is essential for a brand’s reputation.



Measuring social media campaign success using metrics is essential. A social media manager should be able to use analytics tools such as Google Analytics or Instagram Insights to determine the campaign’s impact. Moreover, they should be able to study results and adapt strategies to turn the tide if the past strategy did not work.



Organizations allocate a budget to the social media department for paid advertising, designing images, videos, and social media management tools. A social media manager should be efficient in managing these finances. They should know the pricing models of different platforms.

Mercer | Mettl’s Facebook Ads Assessment helps recruiters determine candidates’ skills in budgeting, identifying the target audience, running campaigns, and improving outreach.


Understanding of behavioral psychology

Social media is about sociology and psychology more than technology.

Brian Solis
Digital Analyst, Speaker, and Author.

Understanding the audience’s psyche and creating social media content accordingly is the key to success. Knowing the psychology behind better-performing posts helps to use this knowledge for future success.


6. Utilize Mercer | Mettl’s assessments to hire the best talent


For the initial stages of the hiring process, Mercer | Mettl offers a comprehensive suite of online assessments to help recruiters find the most suitable social media manager. Its management and marketing tests are designed to aid candidate evaluation according to relevant skills.

The following are some of the tests for social media managers:


7. Ask the right questions during interviews


Here are some questions that recruiters can ask while interviewing a social media manager candidate:


General questions

  • Why did you choose to become a social media manager?
  • Which skills will help you become an effective social media manager?
  • How do you stay updated with the current social media trends?
  • If there is one thing you can change about social media, what would it be?
  • How will you add value to our organization’s digital marketing team?
  • What steps will you take to determine the target audience?


Questions for candidates with social media management experience

  • Which social media platform do you have experience using?
  • Which tool do you use for scheduling posts?
  • Which tools of social media management are you familiar with?
  • What is the best time for posting on Facebook, Twitter, and Instagram?
  • How do you devise budgets for promotion and ads?
  • What are the metrics that you use to track performance?
  • Which content management systems have you used?
  • What are the major components of a successful social media campaign?
  • How would you respond to negative feedback or reviews about the company?
  • How will you make our brand more engaging and visible than it is now?
  • How will you handle multiple accounts of the firm at the same time?
  • Have you ever handled social media crisis? If yes, how?



With time, a social media manager has become an indispensable asset for businesses to stay competitive, create awareness, and drive engagement. Finding the best-fit candidate may be challenging for recruiters, given the fierce competition to avail the finest talent. However, they can use online assessment tools, ask the right questions, effectively negotiate, and roll out offers to simplify the process and close the position in less time.



Is it worth hiring a social media manager?

How do I find someone to manage my social media?

How do you evaluate if you need a social media manager or not?

What are the qualities of an efficient social media manager?

Originally published December 14 2022, Updated December 14 2022

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About This Topic

The primary objectives of recruitment and selection are to ensure high-quality candidates who are culturally fit and work toward shared organizational goals and vision.

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