Why I (almost) NEVER Recommend Hiring a Social Media Manager

Let me just say: I get it. Social media can feel like a full-time job, especially when you’re already doing all the other things that actually keep your business alive—serving customers, packaging orders, answering emails, restocking inventory... and maybe trying to eat lunch in peace. It’s easy to think, “Can’t I just hire someone to take this off my plate?”

After working for a couple years inside a social media management agency, I totally understand the appeal—and I also almost never recommend that small businesses fully outsource their social media.

Here’s why:

No One Knows Your Brand Like You Do

You know the quirks that make your business unique. You know what your bestsellers are and which posts make your audience laugh, cry, or click. That kind of insight doesn’t translate easily through a kickoff call or a brand questionnaire.

Even the best agencies can struggle to capture your tone, your intuition, or your customer relationships. What usually happens instead? The content ends up feeling generic. It might look “on brand,” but it often misses the mark when it comes to connection. And people can tell.

It’s Easy to Overpay and Underdeliver

Social media packages can run you anywhere from $800 to $5,000+ a month depending on the agency. And sometimes, what you get for that money is... pretty underwhelming. Maybe 3–5 posts a week, a batch of Canva graphics, and a “strategy” that’s really just a calendar and a bunch of hashtags.

Unless the agency is deeply involved in your industry, your voice, and your day-to-day work, the ROI often doesn’t justify the price tag.

Social Media Is Relationship-Driven

Today’s algorithms favor content that’s authentic, personal, and engaging. That means you—or someone very close to your biz—needs to be in the mix. Whether it’s replying to DMs, hopping on stories, or posting a real-time update, those little moments matter.

Outsourcing everything creates a lag. Someone asks a question, and now your agency has to check in with you to answer it. By the time the info gets back to them, the moment (and maybe the customer) is gone.

So... Should You Do Everything Yourself? Not Necessarily.

Here’s what I do recommend:

✅ Use Custom Social Templates

Let a designer (hi! 👋) create templates built for your brand and your preferred platforms. That way, when inspiration strikes (or you finally have a minute to post), you’re not starting from scratch.

✅ Hire In-House Help—Even Part-Time

A marketing-savvy intern or recent grad can learn your voice from the inside. They’ll have quicker access to you, be more involved in your business, and often cost less than an agency retainer.

✅ Be Selective About the Help You Do Hire

If you do choose to work with an agency or freelancer, here’s

what to look for:

• They ask thoughtful questions about your audience, goals, and values.

• They offer flexible collaboration—like co-creating content or just handling scheduling.

• They provide data-based strategy tied to your KPIs (not just vanity metrics like followers).

• They encourage your involvement and don’t try to keep you out of the loop.

🚩 Red Flags to Watch Out For:

• They promise massive growth without understanding your business.

• They use one-size-fits-all templates or never ask for your input.

• They ghost you after onboarding or provide zero reporting.

• They post “trendy” content that feels off-brand or cringey.

You’re a Small Business—And That’s Your Strength

Big corporations can afford to outsource and still stay on-brand. But you’re not McDonald’s. You’re not Nike. You’re you—and that’s what makes your business work.

Social media doesn’t have to be perfect. It just has to be real. And real performs better anyway.

So if social media is stressing you out, don’t look for a total escape hatch. Look for support that keeps you in the conversation—without burning you out.

Need help designing on-brand templates?

I’m happy to help.

—Emaline Audra