How to choose the right social media manager for your small business

Hiring the wrong person wastes time and money. The right social media manager will understand your business, your audience, and how to get results.

This guide explains what to look for and what to avoid when choosing a freelancer or agency.

The current social media management landscape

The social media industry has grown fast, and lots of people now offer “social media services.” Many of them are just social media users or influencers who think they can manage accounts because they use the platforms themselves.

But running social media for a business is very different. It requires skills like strategy, content planning, analytics, and understanding your audience’s needs. Many new providers lack formal training or real experience.

A 2023 survey by Sprout Social found that 40% of small businesses say their biggest social media challenge is finding the right talent who understands both marketing and social media platforms. This means businesses often waste time and money on managers who don’t deliver results. Knowing what to look for can save you from this problem.

What to look for ✔️

1. Relevant experience in your industry

They should either already understand your market or have the flexibility to easily adapt to different markets. If you’re in food, health, or sustainability, ask for examples from those areas or proof they can learn quickly and apply what they know. This shows they can speak to your audience effectively.

2. Clear strategy, not just posting

A good manager doesn’t just schedule posts. They plan campaigns, decide the right platforms, create content that fits your brand, and track performance. They should explain how they’ll grow your audience and measure success.

3. Proof of results

Look for real numbers, increased engagement, more leads, or higher sales. Ask for reports or testimonials from other UK businesses. Past success is a strong sign they can deliver for you too.

4. Understanding of UK market and platforms

Trends and audience behaviour differ by country. Your manager should know what works for UK users on platforms like Instagram, LinkedIn, or TikTok. Local knowledge helps make content relevant.

5. Communication and reporting

They should be easy to reach and keep you updated. Monthly reports with clear metrics will help you see what’s working and what needs to change.

What to avoid ❌

• Unexperienced: If they haven’t worked with real clients if they don't have previous experience in the industry, you’ll be paying for their learning curve.

• No proven education: They don’t need a degree, but some form of training or certification shows they care about providing a good service.

• Lacking skills: A good manager should know how to create visuals, write captions, and use analytics tools.

• No clear strategy: If they can’t explain how they’ll reach your audience or measure results, it’s a red flag.

• Only talking about posting: Posting without strategy or jumping on every single trend won’t grow your business.

• Promises that sound too good: Huge growth in a few weeks usually means fake followers or spammy tactics. Real results can take even up to 6 months to show up.

• Poor communication: If they’re slow to reply before you hire them, expect the same later.

Final tip

Whether you hire a freelancer or an agency, treat it like any other investment. Check their track record, ask the right questions, and make sure they understand your goals.

If you’re looking for a team that specialises in food, health, and sustainability, and creates strategies tailored to your business, we can help. We have over six years of marketing experience, an advertising degree, and training in social media and graphic design. We’ve managed social accounts in both B2B and B2C across different sectors. At Chilli Flakes, we focus on organic growth, real engagement, and content that truly reflects your brand. Get in touch to see how we can manage your social media.