Why Every Business Needs a Social Media Manager

It starts with a simple question: when was the last time you discovered a new brand through social media?

Chances are, it wasn’t long ago. Whether it was a product popping up in your Instagram feed or a helpful thread on LinkedIn that caught your attention, social media has become one of the most influential touchpoints in the buyer journey. And yet, many businesses still treat it like an afterthought posting sporadically, repurposing outdated content, or leaving their platforms dormant for weeks at a time.

In today’s hyper-connected world, that’s a missed opportunity. The brands winning in their space aren’t just present on social they’re strategic, engaging, and consistent. Behind that success? A skilled social media manager.

And increasingly, that person doesn’t need to be in-house. Freelance social media managers are proving to be just as impactful if not more than full-time hires. In this article, we’ll explore why every business needs a social media manager, how a freelancer can fill that role, and what to look for when hiring the right one.

Why Social Media Is Essential to Business Growth

Social media is no longer just a marketing channel it’s where your brand lives. It’s where people go to discover you, research your products, engage with your story, and decide whether you’re worth their time or trust. It’s where first impressions are formed and relationships are built.

More than 4.7 billion people use social media globally. On platforms like Instagram, TikTok, LinkedIn, Facebook, and X (formerly Twitter), users expect timely responses, entertaining content, and authentic communication.

A dedicated social media manager ensures your brand isn’t just broadcasting but connecting.

What Does a Social Media Manager Actually Do?

A good social media manager is a strategist, storyteller, designer, copywriter, analyst, and community builder all rolled into one. Their job goes far beyond publishing posts.

Key responsibilities include:

• Developing a platform-specific content strategy
  
  
• Creating engaging, on-brand visual and written content
  
  
• Managing content calendars and scheduling tools
  
  
• Responding to comments, DMs, and mentions
  
  
• Running paid campaigns and boosting high-performing posts
  
  
• Monitoring performance metrics and adjusting strategy accordingly
  
  
• Staying ahead of trends, hashtags, and algorithm changes
  
  

When handled well, social media drives traffic, builds brand loyalty, and supports your broader marketing funnel.

The Case for Hiring a Freelancer Over a Full-Time Employee

Hiring a full-time social media manager can be expensive and sometimes unnecessary, especially for small to mid-sized businesses. That’s why more companies are turning to freelancers.

Benefits of hiring a freelance social media manager:

• Cost-Effective: No overhead, benefits, or long-term commitments
  
  
• Specialized Expertise: Many freelancers have deep knowledge of specific platforms or industries
  
  
• Flexibility: Scale up or down depending on your campaign needs
  
  
• Fresh Perspective: Freelancers often bring new ideas and outside-the-box thinking
  
  
• Agility: They can move faster than in-house teams slowed down by bureaucracy
  
  

You get high-impact results without the high-impact expense.

Signs You Need a Social Media Manager

If your business is doing any of the following, it might be time to bring in a professional:

• Posting inconsistently or without strategy
  
  
• Ignoring comments and messages from followers
  
  
• Repeating the same content across every platform
  
  
• Seeing little-to-no growth in followers or engagement
  
  
• Lacking time or expertise to manage social in-house
  
  

Your social media presence is often the first and sometimes only impression potential customers have of your brand. Why leave that to chance?

Where to Find a Great Freelance Social Media Manager

You’ll find talented freelancers in many places, but not all platforms are created equal.

Top sources include:

• Loxala – A curated platform focused on verified freelance talent
  
  
• Upwork – Large talent pool with reviews and job history
  
  
• Fiverr Pro – Premium-tier freelancers with proven expertise
  
  
• LinkedIn – Great for reviewing portfolios and mutual connections
  
  

When evaluating freelancers, look beyond just followers. The real value lies in engagement, storytelling, and ROI.

What to Look for in a Social Media Freelancer

Key traits of an effective freelance social media manager:

• Platform fluency – Deep knowledge of how each platform works
  
  
• Content creation skills – Ability to write, design, and produce compelling visuals
  
  
• Analytics mindset – Knows how to track performance and optimize strategy
  
  
• Community management – Understands tone, timing, and engagement best practices
  
  
• Strategic thinking – Can align social efforts with your business goals
  
  

Ask to see a portfolio of past campaigns, audience growth stats, and examples of content.

How to Structure the Working Relationship

Start by defining your scope of work. Are you looking for help with strategy only, or execution too? Do you need daily posting, or just a few high-impact campaigns per month?

Outline:

• Number of platforms
  
  
• Frequency of posts
  
  
• Responsibility for copywriting, design, scheduling
  
  
• Paid campaign support (if applicable)
  
  
• Community engagement expectations
  
  

Freelancers typically work on monthly retainers, project fees, or hourly rates. Find what works best for your needs.

Setting Goals and Measuring ROI

Like any marketing channel, social media should tie back to business goals.

Key performance indicators (KPIs) to track:

• Follower growth
  
  
• Engagement rate (likes, comments, shares)
  
  
• Click-through rate (CTR)
  
  
• Conversion from social (to email signup, purchase, inquiry, etc.)
  
  
• Customer service metrics (response time, resolution)
  
  

Ask your freelancer to provide monthly reports and insights—not just data, but what the data means.

Case Study: How a Freelance Social Media Manager Doubled Engagement

A boutique fitness studio was struggling to build traction online. Their content was inconsistent, their tone mismatched the brand, and engagement was low.

They hired a freelance social media manager who immediately redefined their strategy. She created content pillars, introduced user-generated content, hosted Instagram giveaways, and optimized post timing.

Within three months:

• Engagement doubled
  
  
• Follower count increased by 40%
  
  
• Monthly inquiries from social media grew significantly
  
  

The best part? The entire transformation cost less than a single full-time salary.

Final Thoughts: Why Social Media Deserves Serious Strategy

Your social media presence is your digital storefront. It’s where your customers come to peek inside, get a feel for your brand, and decide if they trust you.

Hiring a freelance social media manager means putting a professional at the helm of that storefront someone who understands how to attract, engage, and convert your audience through consistent, strategic storytelling.

At Loxala, we connect businesses with verified social media talent who know how to build real connections and real results. Ready to grow your presence online? Let’s find the right freelancer for your brand.