Social media managers are an integral and essential part of any company's marketing strategy. Hiring one can be a sizable expense, but that doesn't mean it should just be ignored altogether! As an agency that provides social media management among other services, we are often asked how much it costs to hire a social media manager.

The answer is not as simple as one might think. There are so many variables that go into hiring a social media manager for any company! Some of these include the number of hours per week they are needed, their experience and location, and the scope of work they are being asked to do. We’re going to explore some of the variables that can affect cost below so that one can know what to expect when looking for a perfect candidate.

Basics: What is a social media manager?

Some people might be tempted to think that social media managers simply post content to a company's Facebook page or Twitter account, but in reality, the job is far more complex. A social media manager must spend a significant amount of time researching what type of content will resonate with an audience and then create it accordingly. At The Inspiration Agency, content creation takes up a measurable amount of time to ensure we are speaking to the right audience.

Beyond content creation Social Media Managers specialize in scheduling, keeping up with current trends, engaging with audiences, copywriting, hashtag research, and beyond. It's their job to make sure a company’s image is on-brand and engage people to their business. Remember it is called social media for a reason- to be social!

Social media makes a huge impact on business nowadays. It's not an aspect that can be brushed over - their audience will notice the lack of effort. A social media manager also is acutely aware of the tone of voice required for each client. They make it their job to study the person (or brand), their content, and their goals to make everything sound like it came straight from the company itself.

Employee, Freelancer, or Agency?

How can a company choose whether hiring an employee, freelancer, or agency is going to be the best option? The answer to this question again depends on the size of the company, the budget, and the ultimate goals.

Hiring an Employee:

An employee that a company hires on payroll could be a big plus for those who need extensive social media management help. It's also a big plus for many to have one person solely dedicated to them. However, the cons of this type of role also play into its strengths.

This employee has no other collaborators behind them. Working with an agency opens the doors to multiple perspectives on social media and the content that will work best. A single employee is dedicated only to one company, but with this, the company lacks the upper hand to see the overall big picture. Also, if more than just social media management is needed, this employee might not be able to juggle everything required and will be the most expensive option in the end.

For salary reference, average salaries for social media managers in New York City, for example, range from $40,000 - $65,000 a year. In Tulsa, Oklahoma, the salaries range from $22,000 - $55,000, according to Glassdoor. These differences are, of course, due to the cost of living and the type of talent attracted to these respective cities. So, while salaries can vary, it is still a huge cost in the end that might not fill everything a company needs to succeed.

Freelance Social Media Manager:

A freelance social media manager is also another route that a business can go. Many qualified and talented individuals are out there looking for work in this field, so there is surely someone out there who will check some boxes. Additionally, this is a good option for a company that doesn't need management long-term. Anyone can contract these freelancers for as long or as little as needed!

However, a freelancer might limit a brand's reach. Regarding focus and expertise, freelancers are usually doing social media management as a side hustle, which means they might not offer as comprehensive a level of knowledge as an agency would. Their full attention will not be on their social media management. Also, on average, hourly social media managers or freelance social media specialists can charge anywhere from $15-$50 an hour. Even on the low end of the scale, this could still be a costly option long-term as they are just one person rather than an entire team.

Digital Marketing Agency:

Digital marketing agencies are the way to go if a company is looking for a full-service one-stop-shop. Not only will social media accounts be managed, but the company gets the benefit of having an entire team working towards the cause. While social media is one of the most critical aspects of digital marketing today, not the only aspect by any stretch of the imagination. Working with an agency rather than a freelancer or two provides brand cohesiveness and fluidity throughout the growth process.

The cons to hiring a digital marketing agency are that they have many clients and will not be dedicated solely to one company as a single employee would be. However, at The Inspiration Agency, we cap our client intake to maintain a small number of clients. This allows both us and our clients to feel that we are 100% dedicated to them.

While hiring an entire agency might seem like an expensive option, it is usually an economical choice. Take us for example. Our lowest social media package is $700 for the whole month. An employee, even on a pay rate of $20/hour would cost a company $3,200 monthly. That is a difference of $2,000 that can be reinvested into other marketing efforts. More expensive packages from agencies often have add ons like photography, ad management, managing multiple platforms, and data analyzing.

Plus with an agency, the company benefits from the work of multiple talented experts for one-third the cost of one employee. Finding a full package agency is also key so even if they are only looking after social media management, they know what role it plays with other services like web design and email marketing.

Where to find a qualified social media manager?

Depending on what a company’s needs are, there are places to find your next social media manager. Companies can post job listings on LinkedIn, Glassdoor, Facebook Groups, and other job search platforms. Upwork is a fantastic website that allows businesses or individuals to contract freelancers easily.

Depending on when you’re reading this, our agency may even have an opening for a new client. We offer packages to best fit each company’s budget and customize it to their needs. Either way, feel free to reach out and we would be happy to find a way to work with you.

We hope this information gives a little bit of clarity on the costs of hiring a social media manager. We know it takes time to find the right fit, so why not reach out to us in the meantime?