5 Things To Look For When Hiring A Social Media Manager

In today’s digital era, social media is crucial for building a brand’s presence and connecting with customers.

The right social media manager can make a significant difference in how your brand is perceived online.

But with so many people claiming to be experts, it can be tough to know what to really look for.

In this article, I’ll guide you through the key traits and skills of an exceptional social media manager, including understanding your brand’s voice, knowing the ins and outs of various social media platforms, having strong content creation abilities, analytical and strategic thinking, and great communication skills.

If you’re in the process of bringing a new social media manager on board, or just curious about what makes one truly stand out, keep reading to learn how to find the perfect match for your business.

Key Takeaways

  • Look for a social media manager who aligns well with your brand’s voice and can effectively communicate its values and messages.
  • Ensure the candidate stays up-to-date with the latest social media trends and knows how to navigate different platforms.
  • A top-notch social media manager should offer strong content creation skills, including writing and visual design.
  • Analytical abilities for interpreting social media metrics and strategic planning skills are essential for a successful social media manager.
  • Communication skills are crucial, not only for engagement with your audience but also for internal reporting and collaboration.

1. Understanding of Your Brand’s Voice and Vision

Finding someone who gets what your brand is about is like finding that perfect pair of shoes – it just fits.

A social media manager who understands your brand’s voice and vision is key.

This person needs to speak your language and translate your business values into captivating social media posts. Their job is to chat with your customers like old friends, using tones that match your brand – whether that’s professional, witty, or anything in between.

Imagine them as the storyteller of your brand, bringing your vision to life across Facebook, Twitter, Instagram, and more.

When they get it right, your customers will feel like they’re part of a story, not just a sales pitch.

2. Knowledge of Social Media Platforms and Trends

A good social media manager should be like a savvy tourist in a big city – they know all the best spots and the coolest new trends. They need to understand the unique features, audiences, and best practices for each social media platform.

Whether it’s Twitter’s fast-paced chat, Instagram’s visual storytelling, or LinkedIn’s professional network, they should know how to shine on each one.

Plus, they’ve got to keep their finger on the pulse of what’s trending.

Social media changes faster than fashion trends – one day, it’s all about funny memes, and the next, it’s live video Q&As.

The right person will not only follow these trends but also figure out if and how to weave them into your brand’s story, so you’re always part of the conversation. It’s all about staying relevant and engaging in a world where being outdated is just a click away.

3. Strong Content Creation Skills

Imagine a social media manager as a chef in a busy kitchen – they need to serve up fresh, tasty content that keeps people coming back for more. It’s essential that they have strong content creation skills.

Think of them crafting posts like creating a recipe, mixing words, images, and videos to cook up something that looks good and tastes great to your audience.

They should be able to write catchy headlines, create graphics that pop, and possibly even produce video content that tells your brand’s story in seconds. They’re the kind of person who knows what will get people talking, sharing, and liking.

Good content doesn’t just happen; it’s made with a blend of creativity, marketing know-how, and an understanding of what your audience loves.

4. Analytical and Strategic Thinking

A social media manager shouldn’t just throw posts out into the world and hope for the best. They need what I call the “detective instinct” – analytical skills to dive into the data and figure out what works, what doesn’t, and why.

They should be comfortable using analytics tools to track likes, shares, comments, and other engagement metrics. But it’s not just about numbers; they need to understand the story those numbers tell and how to use that information to make smart choices like which time is the best to make a post.

For instance, if a certain type of post is a hit, they’ll want to understand what made it special and how to replicate that success.

They also need to plan ahead, think about long-term goals, and have a strategic approach to help your brand grow on social media. This could mean planning campaigns, working with influencers, or figuring out the best times to post.

It’s all part of keeping your social media not just active, but effective.

5. Great Communication Skills

The right social media manager must be like the friend who’s always got the perfect story or joke – they’re all about communication.

They need to be able to chat with your followers like they’ve known them for years, answering questions, and sending virtual high-fives. But good chat isn’t all – they also need to be a communication pro with your team. They should give clear updates, share insights, and explain their strategies so everyone’s on the same page.

This means writing reports, sharing wins, and even talking through the lessons learned from less successful posts. It’s a two-way street; they also need to listen to feedback from the team and from your audience to keep improving.

So, when it comes to talking the talk and walking the walk, great social media managers know just what to say and do.


In summary, picking the right social media manager is a big deal for your brand’s online success. They need to slip into the role like a favorite comfy t-shirt, feeling just right for your brand.

Whether it’s understanding the essence of your brand’s voice, being savvy with social media platforms and trends, producing eye-catching content, using analytics to strategize, or simply being a top-notch communicator, these qualities are non-negotiable.

Each tweet, post, or story is a piece of your brand’s puzzle, and the right manager will know how to fit them together to create a masterpiece.

When you take the time to find that perfect match, you set your brand up for the kind of social media success that really gets people talking.

Frequently Asked Questions

What is the most important skill for a social media manager to have?

It’s tough to pin down just one skill as the most important because being a social media manager is a bit like being a Swiss Army knife – you need to be multi-talented.

But if I had to choose, it would be a tie between understanding the brand and content creation.

Without a deep understanding of the brand, even the best content can miss the mark. And without solid content creation skills, even the best brand understanding won’t shine through.

How important are analytics for a social media manager?

Analytics are super important for a social media manager. Think of them like a compass for a sailor. They provide the direction and feedback needed to navigate and adjust your social media strategy.

By looking at the data, a social media manager can tell what’s working and what’s not, helping your brand to focus on the stuff that really engages your audience.

How can a social media manager stay on top of trends?

Staying on top of trends means a social media manager needs to have their ear to the ground at all times. This could involve following industry news, keeping an eye on what leaders and influencers are doing, and using social media listening tools. They also need to be willing to experiment and take calculated risks on new platforms or features.

What should a social media manager do if a strategy is not working?

If a strategy is not working, a good social media manager should first figure out why, using data and feedback. Then they need to be flexible and ready to pivot.

This could mean tweaking the current strategy or overhauling it completely. It’s all about being adaptable and learning from what the audience is telling you.

Can a social media manager work with any type of brand?

A skilled social media manager can adapt to multiple types of brands. However, it’s always best if they have some interest or experience in the brand’s field. This helps them to create authentic and engaging content. For example, I have a legal background and that gives me to create the best content for law firms.


  • Janine Swart

    Legal Advisor & Social Media Manager
    In 2011, I achieved admission as an attorney to the Western Cape High Court of South Africa, signaling the initiation of my fulfilling legal journey. Since then, my diverse professional roles immersed me in the intricacies of civil, labour, and criminal law, fostering a well-rounded understanding of various legal domains. Even before my formal admission, my exposure to criminal and labour law laid the foundation for my eventual specialization. Throughout my career, I have remained dedicated to the principles of justice, fairness, and equity, shaping my approach to legal practice. While I hold a special affinity for labour law, my openness to exploring positions in other legal fields underscores my eagerness to expand my expertise and contribute to the legal community in diverse capacities. Beyond my legal practice, I have found a unique intersection between law and modern communication through social media management for law firms. Leveraging my legal background, I bring a distinctive perspective to enhance a law firm’s social media presence. Recognizing the pivotal role of effective communication in the legal realm, I apply my knowledge to curate content that not only engages but also educates and informs the audience. My blend of academic knowledge, practical experience, and commitment to ethical standards positions me as a formidable force in the legal arena. As I continue to evolve professionally, I remain steadfast in my pursuit of a legal career that not only positively impacts individuals and society but also enhances a law firm’s digital footprint through strategic social media management. My social media management skills include: - Facebook Marketing - Instagram Marketing - YouTube Marketing - LinkedIn Marketing - Social Media Marketing