The short answer
Yes, if you hire the right person for the right reasons and you take part in the work.
Jen Newcombe, a co-founder of The App Chicks, has managed social media since 2007. She says hiring a manager "can absolutely be worth the investment." She also says handing over your password and walking away won't work.
Pay to play, play to play, or both
Jen says growth generally needs one or both of two things. One is an advertising budget. The other is showing up consistently with content that is authentic, unique and valuable.
She calls it pay to play or play to play. Ideally you do both.
- Paid growth. A manager with ad skills can help you reach new audiences and test campaigns.
- Organic growth. You need to take part. That might mean getting on camera or letting someone film behind the scenes.
She adds that ads don't guarantee success. Posting consistently isn't necessarily enough either.
What you're paying for
A good manager does more than schedule posts and write captions. Behind one piece of content, Jen says, there may be hours of research, brainstorming, scriptwriting, video editing, hook development and copywriting.
After that comes analysis, spotting opportunities, adjusting the strategy and building the next round. For many businesses it includes coaching, too. Jen has coached clients on how to communicate naturally on camera.
Examples from Jen's client work
Jen says every business has different goals, so success looks different. She gives these examples from her own work.
| Client | What she describes |
|---|---|
| Dr. Thomas Lodi | Video coaching to help him share his knowledge on camera. She says they've seen increased social media growth. |
| 4TheTruck + LINE-X of Arizona | Facebook advertising that has helped generate sales conversions. |
| Rainbow Ryders | Google Ads and SEO drive conversions, with lighter Meta advertising. Organic management and TikTok ads build visibility. |
| The Enclave Salon Suites | TikTok advertising that has helped generate growth and conversions. |
She publishes no follower or revenue figures for these clients, and we don't add any.
When it's worth it
Jen says the businesses that benefit most become part of the process. The owner doesn't need to appear in every video. But someone does need to be involved.
That could be the owner, a marketing director, an office manager or another point person. They help with filming, share updates and answer questions.
It becomes especially valuable when you have clear goals, an appropriate budget and a willingness to collaborate.
When it won't be
Her warning is blunt: "You're hiring a social media manager, not a magician."
If you want big growth but refuse to advertise, appear in video or share original content, you may be disappointed. Results also take time. Social media and ad campaigns need testing, and she says you need realistic expectations.
How to choose a manager
Jen suggests being cautious of anyone who says yes to everything. Ask these questions before you hire:
- How many years have you been in business?
- Can you show me examples of your work, including the strategy and results?
- Can you give me client references?
- Which services do you actually provide?
- What would you recommend for my business, and why?
She also says a large following doesn't make someone qualified to manage a business. Growing a personal account and running a brand's strategy are different jobs.
How to tell if it's working
Start with what you want social media to do.
- Sales: look at leads, conversions and revenue where attribution is possible.
- Awareness: look at audience growth, engagement, reach and visibility.
- Credibility: look at consistency and the quality of your online presence.
Jen gives an example. A customer finds you on Google, checks your Instagram to see if you're active and credible, then books. Social media helped, even though it wasn't the original source of the lead.
Who this isn't for
If you want a hands-off miracle, a manager isn't the right fit. Jen says it works best as a collaboration.
Keep reading
- Do I need a social media manager, or should I keep doing it myself?
- How much does social media management cost?
- Source: Jen's article, Is Hiring a Social Media Manager Worth It?
Book with Jen
Weighing whether it makes sense for your business? Book a 15-minute Complimentary Insight Call and talk with Jen directly.