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What an SMM manager does and how to choose one
"We need an SMM person," many businesses say, without always knowing what to expect. One ends up only posting, while another is expected to handle ads, video and sales too. Here is what an SMM manager does, how they differ from an ads specialist and how to choose one.
An SMM manager's responsibilities
- Strategy and content plan — content types, formats, posting rhythm.
- Copy — posts, Stories, Reels scripts.
- Coordinating shooting and design — working with a videographer and designer, or doing it themselves.
- Publishing and Stories — every day.
- Community management — replying to comments and, if agreed, messages.
- Analytics — a monthly report: reach, engagement, profile visits, leads.
SMM manager vs ads specialist
| SMM manager | Ads specialist | |
|---|---|---|
| Main work | Content and the page | Paid advertising |
| Result | Organic reach, trust, leads from the page | Leads from ads |
| Key metrics | Reach, ER, saves | CPL, number of leads and sales |
They complement each other: a good page makes ads cheaper, and ads bring new people to the page. For choosing an ads specialist, see our separate article.
Who to hire: in-house, freelancer or agency
| Option | Upside | Downside |
|---|---|---|
| In-house | Knows the business deeply, always available | One person can't do everything |
| Freelancer | Cheaper, flexible | Juggles projects, less stable |
| Agency | A team: SMM, video, design, ads | Pricier, needs a clear brief |
What to ask in the interview
- Work samples with numbers: reach and leads before and after.
- A sample content plan.
- How they measure results and report.
- Who shoots the videos, and how many per month.
- How quickly they reply to comments and messages.
Which KPIs to set
Not just follower count:
- reach among your target audience;
- saves and shares;
- profile visits and link clicks;
- the number of organic leads;
- sticking to the posting plan.
Red flags
- Offers to buy followers.
- Promises like "100,000 followers in a month".
- Working without a plan or reports.
Conclusion
An SMM manager is your page's editor and voice. Expect a plan, consistency and reports in numbers, and think about a separate or team solution for ads and sales. For examples of SMM results, see our iTOPS and AutoRobot cases.
