The short answer
Hire help if social media keeps losing to the rest of your business. Keep doing it yourself if you have the time, the interest and a plan you can keep up.
Jen Newcombe has managed social media since 2007. She says, "I don't think everyone needs to hire someone." She also says every owner should understand what the work takes before deciding.
Five signs it's time to get help
Jen lists five signs in her article on this question.
- You're too busy running your business. Customers come first, so you don't post. Then you carve out time to create content and neglect something else.
- Your accounts feel messy. The branding is inconsistent, the bios are stale and the posts don't match the business anymore.
- You're inconsistent and feel guilty about it. Social media keeps sliding to the bottom of the list.
- You're missing comments and messages. Jen points out that these are potentially paying customers asking about services, prices or availability.
- You post with no clear strategy. Posting beats an abandoned account, but she says posting for the sake of posting isn't much of a strategy.
On the second sign she says, "Sometimes, before a business needs more content, it needs someone to make sense of what's already there."
When doing it yourself makes sense
Jen doesn't tell everyone to hire. She describes an owner who has just launched, is bootstrapping and has a very limited budget.
The same goes for a business that sells at local markets, festivals or pop-ups. That owner is physically where customers are and can capture content almost every day.
Her advice for that owner is simple:
- Film your events. Show your setup, your products and the people behind the business.
- Connect with neighbors. Tag the venue and look for other businesses to collaborate with.
- Make it part of the customer experience. Give people a reason to follow you.
She says you don't need a professional production crew. You need "a willingness to show up and a plan you can realistically maintain."
Try coaching before full management
If you want to run your own accounts but aren't sure how, Jen suggests coaching before full-service management. An expert can help you decide what to create, improve your videos and build a process you can repeat.
She also notes that some social media professionals are open to trading services, especially with newer businesses. You might swap your products or services for coaching or video editing. She says these arrangements won't work for everyone.
Her rule of thumb: "if you're still unsure, start with coaching."
Coaching or full-service management
| Choose coaching if you | Choose full-service management if you |
|---|---|
| Want to stay in control of your accounts | Don't have time to post consistently |
| Have time to create, edit and schedule | Find social media distracts you from your business |
| Enjoy learning new skills | Want help building and keeping a content strategy |
| Can't yet afford ongoing management | Have the budget for experienced support |
Jen adds that you don't have to love social media to have a strong presence. "But you do need a system and people who can help execute it."
What hiring doesn't mean
Handing over your passwords and disappearing doesn't work. Jen calls management a partnership. Your manager can't create content out of thin air.
She needs information, photos, videos and feedback on what she sends. She also says managers don't control the algorithm, and nobody can guarantee a viral post or a set number of followers.
Questions to ask yourself
- Do I have time to manage social media without neglecting the business?
- Do I enjoy creating content?
- Am I willing to set aside days for filming, editing and scheduling?
- Do I know what I want social media to do?
- Can I give a manager content, updates, approvals and feedback?
- Do I have the budget for the help I want?
Your answers point to coaching, to full management or to staying the course.
Who this isn't for
If you want to hand over your passwords and never think about it again, this isn't the right fit. Jen expects collaboration from every client.
What it costs
Jen says her ongoing social media management starts at $2,500 per month. Coaching and audits are priced differently. A one-time audit or coaching session generally costs less than ongoing management, she notes.
Keep reading
- Is hiring a social media manager worth it?
- How much does social media management cost?
- Can I learn to create my own social media content?
- Source: Jen's article, How to Know If You Need Social Media Help
Book with Jen
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