What to look for in a good social media manager

A good social media manager is more than just someone that knows how to use Facebook! Running a social media account is a skilled job that requires a clear understanding of your business, your aims and your brand message.

They’ll need to understand your business

Before they post anything they’ll need to get you and your goals. They can’t represent your brand message and values effectively if they don’t know what they are. If your business values a highly professional service, you’ll need to demonstrate that on your page. Your professional customers will certainly be put off by cute or funny memes! Likewise, if you offer a budget product, your customers will want to see products and prices in your posts.

A social media manager working at his computer creating content for a facebook account.
A good social media manager will support your business goals

Your business’ tone of voice and personality is very important and must also come through in your content. They must copy the language you use when you talk about your product or service. A brownie seller will sound very different when compared to a mechanic. Unless your business specifically uses a generic tone, a good social media manager should get this right for you. Remember you are paying them to speak on your behalf, to your customers, this is important stuff.

Definitely don’t make the mistake of trying to sell a fancy afternoon tea using words like buns, sarnies and pieces! No one is going to spend £20 a head on sarnies and buns!

In case your wondering, a “piece” is what tenement kids in Glasgow used to call a sandwich (often these were filled with jam). I’m not sure these guys would be your ideal customer if you’re selling £20 a head afternoon tea dining experiences!

Once they know you, they’ll also need to get to know your golden customer. Knowing their values and pain points will also determine how you present your message. For example, customers that care about the quality and environmental impact of their purchases will need to see this reflected in your messaging. Too often the customer is forgotten in the process, they need know you get them in order for them to trust your business and buy from you. They’ll also need to research the best times to post to get the best results, different post types do better at different times of the day – what they are will depend entirely on your golden customer and their habits.

Good business knowledge

A good understanding of sales funnels and how customers make buying decisions should heavily influence the content they create, and how they present it. It’s not as simple as rotating post types, they need to know exactly what message to offer, and when.

They need to understand your business goals too and these should be clearly reflected in your social media. Different goals require different messaging and they will know how to achieve that. Whether you are looking for sales, engagement, brand recognition, website visits, email address collection, or something else. If they don’t know your goals, they can’t focus your content to help your business achieve them.

How will you measure success?

Most platforms offer their business users insights into how their content is performing. Your social media manager should know how to interpret and use this data for your benefit. Of course, you won’t know if you are doing well if you haven’t set any goals!

Creating measurable goals for your social media will make it easy for you to see if your money is being well spent. An uplift in newsletter sign ups might be easy to measure, but if you want an increase in website visits, how will you know if you achieved that?

Social media platforms and Google analytics provide free tools to measure web traffic and engagement, but there are other tools available that might suit your business and goals better. The key is to know what you want to achieve and how you are doing now. Without this key data you’ll never be sure if your money is being spend well.

A final thought

If you are considering hiring someone to run your socials, it’s fair to assume that your overall marketing strategy includes a strong social media presence. So, for you, this could mean the difference between getting enquiries, and not. What percentage of your clients does your social media marketing produce? Is it really worth gambling such an important element of your business on an unskilled agent?

If you do take the plunge and employ someone, please monitor what they are doing! An accountant I follow believes in a no jargon approach and likes to simplify accountancy terms as part of her marketing. However, their social media manager clearly does not understand the terms she is supposed to explain and just copies complex explanations from another accountants website. The reader is none the wiser, and they even link to the site they copied from – it’s cringe worthy!


How would your business benefit from a 1-1 with an experienced business adviser?

We’ll help you figure all this stuff out, and make a full strategy that is perfect for you, your business, and your goals!