How Social Media Management Works

Chances are, you know a business that enlists a marketer to do its social media management. 

But what exactly is involved in social media management? And why do businesses invest in it? Let’s break it down. 

What is social media management?

Social media management is when a person (typically a marketer with a specialisation in social media marketing) manages the social media accounts of a business, such as Instagram, Facebook, TikTok, YouTube, Threads, or X. 

In a nutshell, they create the posts, write the captions, and publish or schedule them. It may sound simple, but multiple strategic decisions underpin each piece of content. These decisions ultimately help the business grow its social media presence and attract new customers. They’re not just posting for the sake of posting and calling it a day!

Is investing in social media management worth it?

There’s a wealth of data and research online that shows why social media, when used effectively, is a powerful tool for growing a business.  Here are just a few to whet your appetite:

• 93% of marketers say their social media marketing efforts have increased business traffic.
• 58% of consumers report discovering new businesses via social media.
• About 81% of consumers say social media compels them to make spontaneous purchases multiple times per year.

Most business owners are far too busy to invest the time, effort, and resources needed to build and grow a social media presence. This is where partnering with a social media manager becomes essential.

How social media management works

When you work with a freelance social media manager (such as myself), it’s most common to work via a monthly social media management retainer. That is, you pay a fixed monthly fee and, in return, receive a defined scope of work or deliverables.

Each month’s scope of work will typically include:

• A check-in call to brief the social media manager on upcoming events, launches, updates, and promotions.
• A set number of static posts.
• A set number of reels or short-form videos.
• A set number of stories or story templates.
• A round or two of revisions to the content.
• Community management (replying to comments and DMs).
• Monthly report on metrics. This explores what content performed best over the month, and why.

Depending on your chosen monthly package, the deliverables can vary. For example, community management may only be offered as part of a premium package.

It’s important to note that freelance social media managers typically use imagery and videos provided by the client. They may take a long-form video provided by the client and edit it into multiple short-form videos for social media. Or they may Photoshop some provided photos into a social media-worthy gallery. 

However, the freelance social media manager may offer optional photography or videography services to capture fresh content each month, if needed. Or they may enlist the help of a dedicated “Content Creator” who specialises in such services.

What to expect when you first start

When you first start on a social media management package, typically you’ll get:

• A content strategy – that you’ll approve before the social media manager starts creating the first pieces of content. 
• Audit of existing accounts and perhaps a competitor analysis.

A good social media manager will also have streamlined onboarding documentation and processes in place, so the first steps can begin as soon as possible!

Social media management can be a good move for businesses looking to build a consistent and professional presence on social media. Not every provider or freelancer will have the exact same offerings or methods, but the outline above is what you can typically expect when you engage with one.