Thinking About Hiring a Social Media Manager? Read This First.

Are you considering hiring a social media manager (SMM)? Or maybe you're flirting with the idea of stepping into the profession yourself? Either way, it's important to understand the role of a SMM - what we do, what we don't do, and why those boundaries matter.

As the digital landscape continues to evolve, so do the expectations around social media. Businesses often assume that we can/should do everything, while aspiring SMMs sometimes underestimate the importance of setting clear boundaries up front and learn these things the hard way (like I did!)

Content shoot at Gravely Brewing in Louisville, Ky

The truth is, social media managers wear a lot of hats. But we’re also professionals with defined roles, responsibilities, and limits, just like any other job. These insights are here to help set realistic expectations and highlight the value we bring to your business or brand.

And remember: Social media is a powerful tool, but it’s just one piece of the puzzle when it comes to your overall success.

SMM ARE NOT TEACHERS

When it comes to creating reels, photo editing software, or designing graphics and using Canva - we know these tools can be fun, but our job is to ensure the quality of end result. Teaching you how to design or use these applications takes up time and energy we could spend on growing your brand. That’s why you hired a professional! Note: Some SMM may offer educational services at an additional fee, like myself.

SMM ARE NOT A SALES TEAM

Social media is one part of a broader marketing strategy. While we create content that engages and builds relationships, sales is a complex process. It requires alignment across multiple departments, including product, customer service, your website, and your actual sales team. We plant seeds and create warm leads, but sales involve follow-through on those leads, follow-ups, and personalized service.

SMM ARE NOT ACCESSIBLE 24/7

Social media management is a profession with standard work hours. Just like any business. We care about your brand, but respecting work-life balance ensures

we stay creative and energized. We plan/schedule ahead so we can take the appropriate time away from our phones.

SMM ARE NOT YOUR PR TEAM

While we help manage your online presence, PR involves handling press, media relations, crisis management, and crafting public statements. Social media amplifies your brand, but PR shapes how your brand is viewed by the public and the media.

Both are important but serve different functions.

SMM ARE NOT RESPONSIBLE FOR 100% OF CONTENT

Yes, we manage, strategize, and create, but no social media manager works in a vacuum. It’s up to the client to contribute authentic in-house resources, so the feed feels genuine. Your involvement is critical to staying connected to your audience.

SMM ARE NOT YOUR GOING VIRAL BUTTON

Going viral is rare. And while it’s great when it happens, it’s not a realistic expectation for every post. Our focus is on creating long-term engagement, brand awareness, and value-driven content that resonates with your audience. It’s about consistency and building trust.

SMM ARE NOT A QUICK FIX

If your business is struggling, social media alone won’t solve every problem. It’s a tool, not the answer to underlying issues like poor product quality or customer service. It enhances, not replaces, what you already offer.

SMM EXPERTS OR WEB DEVELOPERS

While we can help with certain aspects of digital marketing and suggest overall improvements, we’re not in charge of  website design or web SEO (unless specified ahead of time). 

SMM ARE RESPONSIBLE FOR:

- Content creation (reels, photography, etc.)

- Managing social media platforms

- Developing social media strategies

- Scheduling posts

- Analyzing social media metrics

- Audience/Community engagement

- Trend monitoring

- Influencer outreach and partnerships

- Creating graphics

- Copywriting for posts and captions

- Hashtag research

- Running paid ad campaigns

- Social listening

- Competitor analysis

- Brand & voice consistency

- Collaborating with other departments

- Run meetings related to social

- Testing different content types 

- Responding to comments & DM’s 

- Managing social media collaborations

- Keeping up with platform changes

- Target audience research

- Experimenting with new social media tools

- Monitoring social media analytics tools

- Aligning content with brand strategy

- Engaging with like-minded accounts

- Managing giveaways or contests

- Addressing negative feedback diplomatically

- Ensuring posts are aligned with campaigns

- Promote upcoming events

- Optimizing content for each platform

- Building relationships with followers

- Coordinating UGC

-and about a hundred other things behind the scenes.

THE BOTTOM LINE -

As demand for social media managers continues to grow, so does the need to respect the profession and communicate clearly on both sides.

If you're a business owner, hire with realistic expectations.If you're an aspiring SMM, build boundaries from the beginning. And if you're already in the game, I see you!