Most small business owners know they should be posting on social media. Far fewer have the time to do it consistently, and the pages that only post twice a year can do more harm than good. That's where a social media manager comes in. But what should you actually get for your money?
1. A content plan
Good social media isn't random. Each month should start with a plan built around your services, the season, your offers and what your customers care about. You should see that plan before anything goes out.
2. Regular, consistent posts
Consistency matters more than volume. A steady rhythm of three to five good posts a week keeps you visible without flooding people's feeds. My Social Media Management plan includes four designed posts a week, sixteen a month.
3. Design that matches your brand
Every post should look like it came from your business: your colours, your logo, your style. Photos of your real work almost always outperform stock images, so a good manager will ask you for them and make them look their best.
4. Captions written in your voice
Captions should sound like you, not like a corporate press release or a robot. They should include a clear next step, like "call", "message us" or "book online", and relevant local hashtags.
5. Scheduling across platforms
Facebook, Instagram, LinkedIn, TikTok and X each have their own audience and format. Your manager should help you choose the platforms your customers actually use. There's no point being everywhere if your customers are only in two places.
6. Community management
Comments and messages are where enquiries happen. Someone should be watching for them, replying to simple questions and passing genuine leads straight to you before they go cold.
7. Paid ads, when they make sense
Organic posts keep your existing followers engaged; paid ads reach new people. Meta (Facebook and Instagram) ads can be targeted by area, age and interests, and even a small budget can work well for local businesses. Your ad spend should be paid directly to Meta, on your own card, so you can see exactly where it goes.
8. An honest monthly report
You should know what was posted, how many people saw it, how many interacted, and, most importantly, whether it led to enquiries. Not a 30-page export full of vanity metrics.
What does it cost?
Prices vary widely depending on how many platforms, how many posts and whether ads are included. My Social Media Management plan is R2,500/month for four designed posts a week across Facebook, Instagram, LinkedIn, TikTok and X, with community monitoring, Meta ads management and a monthly report. Ad spend is separate and paid directly to Meta.
If you'd like social media, Google and SEO handled together, the Digital Manager plan (R9,999/month) includes all three, plus website maintenance and design work.
Questions to ask any social media manager
- Will I approve posts before they go out?
- Who owns my pages and ad accounts?
- Is ad spend included, or separate? Is there a markup on it?
- What will the monthly report show?
- Is there a minimum contract?
Want your pages to stop gathering dust? Get started with Social Media Management or ask me a question.
