Social Media Managers are awesome. They’re so awesome, in fact, that they get mind-blowing (read: unreasonable) requests.
My friend Carol Stephen wrote a post called “What Can a Social Media Manager Do For You?” In that post, she includes items such as research, deciding when to post, and choosing hashtags.
I thought it would be fun to do the opposite.
I love it! Please write it (and tag me so I can retweet it!). Also, they won't wash your car, write fake Yelp reviews, or do 200% more than they were asked to do.
10 Things Outside of the Scope of Social Media Management
A social media manager should not:
Care about your business more than you do.
Be a videographer.
Be a video editor.
Be a professional photographer or editor.
Be an expert in InDesign, Photoshop, et al.
Design logos or creative.
Build your website.
Be a technical SEO expert.
Be an expert in paid advertising.
Be a professional copywriter.
Even though many social media managers have specialized training in marketing, these requests are way out of the scope of social media management. Especially if you’re underpaying them or (god forbid) are using a VA.
How Much Should I Pay a Social Media Manager?
Paying a social media manager what they’re worth is directly correlated with the quality of the postings. I strongly recommend against hiring someone on an hourly basis since social media management isn’t a 9-5 job.
With that said, ZipRecruiter shows that the average salary of an in-house social media manager is $62,638 (2025) in Corpus Christi, TX. The low is $23,666 a year and the highest is $105,773. What surprises me is that nationally, ZipRecruiter shows that the average is just above Corpus Christi’s, which isn’t an affluent area.
In contrast, I have flat rates based on the platform and scope. If you want the pro level of Twitter/X, for example, that’s going to cost you $1200/mo. But if you want the low end, it’s just under $400.
Who Typically Hires a Social Media Manager in a Large Corporation?
A Marketing Manager ($85k+/year) will most likely be responsible for the entire list but outsource quite a few marketing tasks to vendors.
A social media manager who bills for the work, not the time, is easy to get a hold of and has a good account of their own. A Marketing Manager will likely hire a social media manager to work under them.
Social Media Managers Free Up Your Time
Have you thought about outsourcing social media? It’s a great way to grow your business and free some of your own time. Having realistic expectations helps you value what a social media manager actually does.
A good social media manager will represent your brand online and off. They will post content created by your editorial staff (content creation is another job). They will post photos taken by your team (or professionals you hire) and write captions and add hashtags. Your social media manager will interact with your audience (known as engagement) with your best interest in mind.
Do You Need a Social Media Manager for Your Business?
What kinds of questions can I help you answer or problems I can solve. Let’s roll up our sleeves and do the work.
So, you’re a small agency or freelancer. How do you market your WordPress freelance or small agency? My recommendation is content marketing through creation and distribution.
What is Marketing?
Marketing is using resources to bring your product or service to the attention of your customer (the market). So you have to dedicate resources (time, personnel, and budget) to tell people about your business. What are the best ways to do that? Here are some of my ideas.
Twitter works and requires work. Yes, Twitter is more than the POTUS or a Pop star tweeting. Twitter is an equalizer. It makes conversations possible regardless of economic or geographical boundaries. It allows people to express themselves and find others that think the same. It allows us to widen our circle as well — learning from the perspective of others and exercising empathy.
Sure it takes time (work) to participate on Twitter. Almost everyone who does, sends me a tweet about how well it works. Like any relationship, you have to put in time. It’s a long game not something you can hack.
Instead of commenting on his blog, it was suggested that I write my own post. So, here it is.
Set Up Twitter Right – The First Time
“Your Twitter handle has to be recognizable, easy-to-remember, and short enough for people to easily tag you.” Neil Patel
I totally agree with Neil. You need to set up Twitter right the first time. Don’t follow anyone until this is done. And make your bio something that makes sense. If your grandma doesn’t know what your Twitter bio means, then rewrite it. Think of a city sign or slogan that makes sense.
Well, if you didn’t do it right the first time, there’s no reason why you can’t fix it now. Think generic keywords. A bio is how you are found.
“Incorporate some personality or humor. Don’t be afraid to tell a few jokes or say something original.” Neil Patel
Neil recommends using humor but if it’s too inside baseball, people won’t engage. Show personality, but be careful that you’re speaking to your audience.
So, Neil recommends tweeting during peak hours. Yet, that is a lot of volume to compete with. That said, people usually check Twitter during the times they take breaks. Think about before work (7:30 a.m.), during lunch (noon), and when they’re sick of sitting at their desk (4:30 p.m.).
“Your peak posting times will depend on your specific audience, so test how your content performs at different times and days to find out what works best for your brand.” Neil Patel
Tweet when you want. But be responsive when you do. There’s nothing worse than scheduling tweets when you’re away from the keyboard, so to speak. It’s better to not tweet than to tweet and not respond. An audience is a responsibility. It’s your responsibility.
[bctt tweet=”If you’re going to schedule tweets, then make sure you’re available to respond. Your audience is your responsibility.” username=”BridgetMWillard”]
Hashtag Use on Twitter
A hashtag is a word or combination of words preceded by a pound sign. They become clickable and act as a filter. You will see tweets with that hashtag from anyone, not just people you follow.
On this I completely agree with Neil:
“It’s important to use the right kind of hashtags without overusing them. Only include hashtags that add some context to your tweets.” Neil Patel
Use words that make sense. Think about the yellow pages, keywords, generic terms. Don’t hashtag your business name. That makes zero sense. No one knows you so they’re not going to use that hashtag or see it to click on it.
Using Twitter’s Advanced Search
“Advanced searches put new leads right in front of you. Reach out to those people and tell them how you can fix their problem or help them out.” Neil Patel
You can do this. Or you can use Twitter Lists, read the tweets from your demographics and know exactly how they speak. Whatever works for you, the point is to understand the language your audience uses, not you.
[bctt tweet=”We are not our audience. Use terms they use, not your industry jargon.” username=”BridgetMWillard”]
When to Use Images or Video In Tweets
It’s true that images increase the likelihood that your tweet will be seen. But using an image, for the sake of using an image, isn’t effective. It should be an image that supports the tweet.
“When you add images to your tweets, you’ll get more shares and clicks than the tweets without images.” Neil Patel
I use images when it’s a selfie or group photo. Remember, we relate to other humans. We are social animals. It’s wired in our DNA to appreciate faces.
Contributor Day Support for the Marketing Team @WordCampBKK
Secondly, use featured images and a plugin like Yoast SEO that integrates Open Graph data. Then, when you share your blog post on Twitter, better yet if one of your audience members does, it has the image and metadata — because it uses Twitter cards.
Do what you know. Do what you can do well, efficiently, and make a profit. https://t.co/tUWV7DN7dZ
So about video. Let’s talk. Yeah. Twitter video is neat. I’ve used Periscope. A better suggestion is recording on YouTube and sharing that link. Twitter supports live preview of Twitter videos. It’s fine to use Twitter’s native video, but know that it isn’t as an effective in the long term.
“Twitter video allows Twitter users to record a new video from a device or upload an existing video.” Neil Patel
[bctt tweet=”Always tweet what is natural. Anything that feels forced doesn’t work — ever. Be the best version of yourself online and off.” username=”BridgetMWillard”]
What about Twitter Polls?
“One of the easiest ways to create more activity on your Twitter page is to create a Twitter poll.” Neil Patel
Yeah. You can. People like choosing. But then what? Doing something just because you can makes no sense. But you can create a poll and then use those results for action — say, choosing which charity to donate to, choosing an image for the next blog post, voting on a product to launch. Then it makes sense.
Then, follow up. Embed the tweet and the results in a blog post. Use it in a Presentation. My friend Glenn Zucman did this before his Women Who WP presentation.
Asking a dumb question just to ask is annoying — at best.
More Advice from Neil
Call To Actions, AB Testing Headlines, Influencer Reach, and Twitter Ads
A call to action (CTA) is an ask. Mix them up. Try different things. Every tweet shouldn’t have one. But for sure if you are linking to your web property, you should have an ask. The CTA should also be in your meta description if you’re sharing a blog post.
“You’re probably already using CTAs asking users to share your posts, which is great. But this isn’t the only CTA that you should be using on your Twitter profile.” Neil Patel
AB Testing is always a good idea. You can use a plugin to do that, or you can write a few varieties of tweets. It’s up to you. But make sure the headline isn’t too spammy. Write for your audience.
“Testing headlines on Twitter is a great idea because the visual elements aren’t as prominent on as they are with a platform like Facebook.” Neil Patel
I’m more dubious about influencer marketing. But that’s me. My philosophy has been to build your own tribe of people. Create affinity which leads to loyalty which leads to sales. Make your influencers.
“It’s now easier than ever to pitch your ideas to someone with a large following. If they like what you bring to the table, they can change your brand’s world with one simple post.” Neil Patel
Twitter is a great place to advertise, especially if you geolocate and use hashtags. Jason Knill over at GiveWP did a great job with this for WordCamp-specific ads. We actually found these ads to be much less expensive than Facebook, Google Display Network, or LinkedIn.
“Twitter Ads can be a bit more expensive than Facebook Ads, but they will boost engagement when you need it most. Promoted tweets are the best option for this purpose.” Neil Patel
But Wait: There’s More — Using Twitter’s Analytics
So, I’m a tiny bit surprised this wasn’t included in his post. Twitter has powerful analytics. I have a whole post on this but this is the main thing I pay attention to. Are you ready? Tweets to Profile Visit ratio. I like that to be .20.
I make a Google Sheet and enter the numbers every month for clients. Profile visits mean they are interested in you, they’re reading your bio, and likely clicking on your website link.
Final Thoughts
Have fun.
It’s your business. No one knows it better than you.
Outsource social media if it’s overwhelming to you.
Always ask questions.
Social media is always about being social but the platforms change a bit.
How do you grow your network? That’s easy: specialize and refer. Choose a niche. We all live off of word of mouth, if it’s not your specialty, refer. Right?
I was thinking of writing about this and then saw Rebecca Gill’s tweet. So this post came alive.
Dear website developers, implementors, + SEO consultants: Did you know you don't have to be a superhero at all things? Do what you love + what you're good at, then refer out the rest. You'll be happier, clients will respect you, + you'll have greater success.
I think it's time again, to talk about the "good-fast-cheap triangle." You only get two. And really, I don't even think cheap + good is a thing. You can't have that. Maybe "passable" + cheap… pic.twitter.com/uq1fVQr90L
Thinking we can do everything is not only delusional but distracts us from the things that really make us money. We’re in business for a reason, right?
If you’re a roofer, be a roofer. Go horizontal if you want, and do HVAC, but don’t start installing windows.
If you build websites, build sites. Go horizontal and make apps, but don’t start making videos.
Do what you know. Do what you can do well, efficiently, and make a profit.
How do you refer?
Knowing that we should refer and knowing how to refer are two different things. If you refer the right way, you’re still providing a valuable service to the client. It’s not losing business, it’s about being that go-to person, the expert, and the well-connected person.
If someone asks me if I do Facebook Advertising, I say,
You can either give your client their contact information or write an email to them both. “John meet Jason. Jason meet John. John wants Facebook ads, I told him, you’re the best.”
This way, you’re making an introduction and keeping your brand top of mind to all parties involved.
How do referrals grow my network?
Referrals work on the human emotions of trust and . Firstly, by referring, I am extending my brand to another. I am saying, I trust this person, you can, too. So be careful about referring to people you don’t trust.
Secondly, if you send enough business someone’s way, they will also begin to refer you. That’s reciprocity. Heck, if you are just a nice person, your network will send people your way. I cannot even tell you how many dozens of people have sent others my way in the last four months.
Sometimes, they come in the form of public tweets. I have amazing and generous friends.
I have been a marketer for nearly forty years and a social-media dilettante for ten.
Bridget regularly drops insight bombs that amaze me with their insight and direct relevance to the marketing challenges we all face. https://t.co/AwumLJvnDB
Yes, I refer business out to others when it is appropriate. People do side hustles and I find it is best if I reach out to my friend to see if they’re taking on work before sending them as a referral. Even if you don’t do the project, by giving a referral to your lead, you’re being helpful. That’s the best kind of branding.
Do you see how it works?
Be serious about your brand and your focus. Kill the things that consume too much time. Specialize and refer out the rest. You’ll never regret it.
Recently, I sat down with a new client for a branding consult. She came to me because her business coach said she needed it. But she said, “What the hell is a branding person?” Good Question. Let’s break it down.
Most people think that a logo is your brand. It’s only part of it.
“So, is your logo your brand? This is a great question (and likely another blog post). Branding is bigger than your logo. So, yes, your logo is part of your brand. But, it isn’t the only way your brand is expressed.” Rhonda Negard
What is branding?
You’re now entering the subjective zone. You’ll find as many answers to this question as you find branding consultants.
Although the etymology of branding is varied, we can all imagine a rancher using a hot iron to brand his livestock. Each ranch had a distinct logo that made a permanent impression. Though originally intended to distinguish ownership, the logo reflected on the rancher, whether good or bad.
In many ways, branding is the connection of your sensual experiences to your company. People remember how they feel about you (affinity) and that is reflected back on the brand in the form of loyalty — and buying power.
[bctt tweet=”Branding is the persona your business has consisting of logo, colors, and reputation which all affect and reflect consumer affinity and loyalty.” username=”bridgetmwillard”]
“Branding is the practice of creating the look and ‘feel’ of your brand. Brand marketing is the practice of establishing your image, voice, and persona which identifies and differentiates you from your competitors.”
What is a Branding Person?
A branding person can be anything from a graphic designer who creates both the brand design and sometimes also brand standards document. Your brand standards has your logo, color palette, fonts, and usage, to a person or company who protects your reputation online. And that can range from brandyourself.com to identity protection.
A branding consultant advises you about marketing strategy and tactics.
What’s My Elevator Pitch?
While venting on Facebook about needing to work on my elevator pitch I got a few suggestions. One of them was from Chris Lema.
“Hi I’m Bridget Willard and I help companies with their online brand and reputation management by taking care of both social media monitoring and posting. I help your online brand by reinforcing your differentiated value on the social channels that are right for your business and your prospects.”
Sarah Pressler wrote: “Listen, I create magic. There’s no other way to put it.”
A branding person is someone who understands the voice and tonality that you would like to project to the public. A branding person emulates that voice, replicates that voice, and protects it.
A branding person may even be a guide to your own self-awareness, helping you figure out what really is important to you and what values you’d like to elevate.
[bctt tweet=”A branding person helps your business find its voice to harness your power, to elevate your brand. It’s that simple.” username=”bridgetmwillard”]
Why do you need a branding consultant?
A branding person is more like a counselor in my view. Their job is to help you dig out of your person the essence of your passion. You’re too close. You’ve talked to too many of your friends. You have lost objectivity. You may have lost focus.
This is why many business coaches suggest meeting with a branding person. A brand is a persona — an organic, living thing. It needs life. A branding person gives your persona life. And life needs to be protected.
[bctt tweet=”A branding person helps you find yourself in the brand. It’s very similar to a counselor.” username=”bridgetmwillard”]
Can’t you just wing it?
You can. But you’ll fail and in a hard way.
People who wing it, without boundaries, are likely to fall prey to trending hashtags. They are easily distracted by the lure of humor. Not to mention starting endless projects that are so scattered that the company lacks focus — inwardly and outwardly.
