The role of a social media manager has evolved significantly over the years. Gone are the days when managing a brand’s social presence simply meant posting content and responding to comments.
Today’s social media managers must be strategic thinkers, data-driven decision-makers, and creative storytellers who can enhance brand visibility, engage communities, and drive business results.
With the fast-paced nature of digital platforms, companies must ensure they are hiring professionals who bring more than just basic posting skills to the table.
So, what should you look for in a next-gen social media manager? Let’s explore the essential skills, hiring strategies, and best practices for finding the right candidate.
Understanding the Role of a Next-Gen Social Media Manager
Modern social media managers go beyond curating and scheduling posts. They are responsible for shaping brand narratives, building online communities, and leveraging data to optimize campaigns. Their role is a blend of content marketing, analytics, public relations, and even customer service.
A well-rounded social media manager should not only create engaging content but also understand consumer behavior, track performance metrics, and adjust strategies based on real-time insights. This shift in expectations requires companies to rethink their hiring approach to ensure they bring in candidates with diverse skill sets.
Essential Skills to Consider Beyond Social Media Management Posting
Hiring a social media manager involves more than just ensuring they can publish content regularly. A truly effective professional must be strategic, analytical, and adaptable, with a deep understanding of audience engagement, digital trends, and brand positioning. Below are key skills that go beyond basic posting.
1. Strategic Thinking & Content Planning
A social media manager is not merely a content distributor; they are strategists who ensure that every post serves a broader business objective. This role requires:
- Understanding business goals: They must align social media efforts with marketing, sales, and branding objectives. For instance, if the goal is lead generation, they should craft content that nurtures potential customers rather than simply increasing likes and shares.
- Audience segmentation: They must analyze and understand the company’s target demographics, breaking them into segments based on behavior, preferences, and engagement patterns. A B2B audience on LinkedIn will require different content than a Gen Z audience on TikTok.
- Content calendar management: A well-planned content calendar ensures consistent messaging across all platforms. The best managers schedule content in advance while leaving room for spontaneous, trend-driven posts.
- Campaign execution: Beyond regular posts, social media managers oversee multi-phase campaigns that include teaser content, interactive elements, and post-campaign analysis to gauge success.
2. Analytics & Performance Measurement
The effectiveness of social media efforts must be measured through data. A skilled social media manager should:
- Be proficient in analytics tools: Platforms like Google Analytics, Meta Insights, and LinkedIn Analytics provide crucial data on audience behavior, traffic sources, and conversion rates. Third-party tools like Sprout Social and Hootsuite help track engagement trends over time.
- Interpret data effectively: Beyond collecting numbers, they should extract insights, such as why certain posts outperform others and how engagement patterns shift across different platforms.
- Optimize content based on performance: If video content generates higher engagement, they should pivot toward more video strategies. If certain posting times yield better results, they should adjust scheduling accordingly.
3. Social Listening & Community Engagement
Engagement is a two-way street. A great social media manager actively builds relationships with the audience rather than just broadcasting content. This involves:
- Monitoring brand sentiment: Look for tools that allow social media managers to track how the brand is perceived online.
- Responding to audience interactions: Replying to comments, answering questions, and acknowledging customer feedback fosters brand loyalty. Speedy and thoughtful responses enhance the customer experience.
- Handling user-generated content (UGC): Encouraging and resharing audience content strengthens community bonds and provides authentic endorsements for the brand.
4. Trend Awareness & Content Innovation
The digital landscape evolves rapidly, and staying ahead of trends is crucial. A next-gen social media manager must:
- Keep up with platform algorithm changes: Social media algorithms constantly shift, affecting content visibility. Understanding these changes helps maintain reach and engagement.
- Experiment with new formats: Short-form videos (e.g., TikTok, Instagram Reels), augmented reality (AR) filters, and interactive live streams are becoming standard content formats. Creativity is key to keeping the brand relevant.
- Leverage viral trends strategically: Jumping on trends can boost visibility, but only if done in a way that aligns with the brand’s voice and values. Forced or out-of-touch trend participation can backfire.
- Monitor competitors: Keeping an eye on competitors’ strategies provides insight into what works in the industry and helps refine the brand’s approach.
5. Crisis Management & Reputation Handling
Social media crises can escalate quickly, making reputation management a critical skill. A social media manager should:
- Develop a crisis response plan: This includes predefined messaging templates and a clear chain of command for handling emergencies.
- Respond professionally to negative feedback: Addressing criticism calmly and constructively prevents small issues from spiraling into full-blown PR crises.
- Know when to escalate issues internally: If a crisis requires legal or executive intervention, they should escalate it to the appropriate department while managing public communication.
- Turn crises into opportunities: A well-handled situation, such as a sincere apology and prompt resolution, can build brand trust instead of damaging it.
When hiring, look beyond their ability to schedule posts and focus on their strategic vision, adaptability, and ability to foster meaningful engagement. The right candidate will not only enhance your brand’s online presence but also contribute directly to business growth and customer loyalty.
“Social media is about sociology and psychology more than technology.” — Brian Solis
Where and How to Find the Right Social Media Manager
Hiring a skilled social media manager requires more than just reviewing resumes. Since social media is a dynamic field, candidates should not only have theoretical knowledge but also demonstrate hands-on experience in content creation, audience engagement, and campaign execution.
Below is a guide on where to find the right candidates and how to evaluate them effectively
| Where to Look for the Right Candidates |
Finding the perfect candidate requires more than just reviewing resumes. Here is where to look them:
1. Job Platforms
Traditional job boards remain a valuable resource for finding professional social media managers. However, to attract top talent, you need to post openings on platforms specifically used by digital marketing professionals.
- LinkedIn: The go-to platform for professional networking and hiring. You can post job listings, search for candidates, and even analyze their engagement with industry-related content.
- Industry-Specific Job Boards: Websites like We Work Remotely, Social Media Jobs, and MarketerHire cater specifically to digital marketing professionals, increasing the chances of finding specialized talent.
- Freelancing Platforms: If you need a part-time or contract-based social media manager, consider platforms like Upwork, Fiverr, and Toptal, where experienced freelancers showcase their skills and past work.
- Company Career Page: Posting the job directly on your website attracts candidates who are genuinely interested in your brand, ensuring a cultural fit.
When posting on job platforms, be specific in your job description. Highlight required skills, platform expertise (e.g., Instagram, LinkedIn, TikTok), and key responsibilities. Generic job postings may attract unqualified applicants.
2. Social Media
A great social media manager should be active on social media. Instead of waiting for candidates to apply, actively seek out professionals who demonstrate expertise through their online presence.
- Engage in Industry Conversations: Follow trending hashtags related to social media management, such as #SocialMediaManager or #DigitalManager. Candidates who actively contribute valuable insights may be potential hires.
- Look for Thought Leaders & Content Creators: Social media managers often build personal brands by sharing tips, case studies, or industry trends. Those who are successfully growing their audience are likely skilled in managing brand accounts as well.
- Check Community Engagement: Platforms like Twitter (X), LinkedIn, and Instagram have active marketing communities where professionals share ideas. Engage with users who frequently contribute meaningful discussions.
If a candidate’s social media presence is inactive or lacks engagement, it may be a red flag that they don’t fully understand platform dynamics.
3. Portfolio & Case Studies
Resumes alone don’t prove social media expertise. Instead of relying on job titles and years of experience, assess candidates based on real-world performance by reviewing their work samples, case studies, and tangible results.
- Request a Portfolio: Ask candidates to submit past work, including social media posts, campaign creatives, and engagement metrics. A strong portfolio should showcase their ability to create visually appealing and compelling content.
- Analyze Growth Metrics: Look for candidates who can demonstrate measurable success, such as: Increased follower growth over time, higher engagement rates on posts, successful paid ad campaigns with positive ROI, and case studies on brand awareness or conversions driven by social media
- Check for Strategy & Execution: Beyond numbers, assess their strategic thinking. Do they explain how they developed campaigns? Did they experiment with new content formats? Can they articulate what worked and what didn’t?
- Ask for a Campaign Breakdown: A great way to test their ability is to ask them to walk you through a past campaign. What was their objective? How did they measure success? What adjustments did they make?
If a candidate struggles to explain how their work impacted business goals, they may not have a deep understanding of social media strategy.
| How to Evaluate Candidates Effectively |
Once you have found potential candidates, the next step is to evaluate them based on their skills, experience, and cultural fit. Here is how:
1. Conduct a Social Media Audit
Before interviewing a candidate, take the time to review their past work. If they claim to have managed a company’s social media account, check its engagement, content quality, and consistency.
- Is their content engaging and well-designed?
- Do they respond to comments and foster community engagement?
- Are they following the latest trends and best practices?
If their previous work shows poor engagement, inconsistent branding, or outdated strategies, they may not be the right fit.
2. Test Their Skills with a Practical Assignment
Instead of relying solely on interviews, give shortlisted candidates a real-world task to complete. This helps gauge their creativity, strategic thinking, and technical skills.
Example:
- Content Strategy Task: Ask them to create a one-month content calendar for a specific platform based on your brand’s target audience.
- Copywriting Test: Provide a scenario and ask them to write an Instagram caption, LinkedIn post, or tweet to promote a new product.
- Performance Analysis: Share a past social media campaign’s analytics and ask for their insights; what worked, what didn’t, and what they would improve?
Keep assignments reasonable. Short tasks that take 1–2 hours are ideal; unpaid assignments requiring excessive work may drive away top candidates.
3. Conduct Behavioral Interviews
During the interview, focus on real-world experiences rather than theoretical knowledge. Ask behavioral questions that require them to explain how they handled past situations.
Examples:
- “Tell me about a time when a social media post didn’t perform as expected. How did you handle it?”
- “Describe a situation where you had to manage a social media crisis. What was your approach?”
- “Have you ever experimented with a new content format or trend? What was the outcome?”
- “Can you give an example of a successful campaign you managed? What was the goal, and how did you measure success?”
Pay attention to how well they articulate their thought process. Strong candidates should be able to break down their strategies.
4. Assess Cultural Fit & Adaptability
Social media managers often work cross-functionally with marketing, sales, and customer service teams. Ensuring they align with your company’s culture and can collaborate effectively is crucial.
- Do they understand your brand’s voice and values?
- Can they adapt to different audiences and platforms?
- Are they proactive and creative in problem-solving?
If they are only focused on posting content without considering business objectives, they may not be the best fit for a strategic role.
By following this guide, you can ensure that your next candidate is not just a content poster but a strategic thinker who drives engagement, growth, and business impact.
Conclusion
Hiring a next-gen social media manager requires looking beyond basic posting skills. Businesses need professionals who can strategize, analyze data, engage communities, and adapt to ever-changing trends.
By refining your hiring process, asking the right questions, and considering expert assistance from Gini Talent, you can ensure that your brand thrives in the digital landscape.
If you are ready to elevate your social media strategy, start by finding the right professionals, because the future of digital marketing depends on it.
Recommendation: Get Expert Hiring Assistance from Gini Talent
Finding a next-gen social media manager with the right skills can be challenging. If your company is having difficulty identifying the ideal candidate, collaborating with a specialized recruitment partner like Gini Talent can help simplify the process.
Gini Talent specializes in connecting businesses with highly skilled professionals who not only understand social media but also bring strategic value to the team. Their expertise in digital hiring ensures that you get candidates who align with your brand’s vision and long-term goals.
Whether you are looking for a data-driven strategist, an innovative content creator, or a community engagement expert, Gini Talent can help you find the right fit.
Reach out today to take your social media hiring strategy to the next level!
