What Your Social Media Manager Should Be Doing (9 Essential Tasks)
You know that sinking feeling when you realize you're paying someone to post memes twice a week—and calling it a "social media strategy"?
Or worse: you're the one doing it yourself, posting whenever you remember, hoping something will magically start working.
Social media management is way more than scheduling posts and creating graphics. It's strategy, analysis, customer service, and continuous adaptation. And if that's all news to you? You're not alone.
In this episode, I'm breaking down the 9 essential things your social media manager should be doing—or what you need to focus on if you're managing it yourself. These lessons come straight from my years managing 13 million fans across 17 social media accounts as the social media manager for Megadeth and Dave Mustaine, then building my own digital marketing agency from scratch.
In this episode, you'll learn:
Why marketing objectives matter more than posting frequency
How to use insights and analytics instead of guessing what works
Why industry research and brand voice alignment are non-negotiable (00:06:35)
The importance of content calendars and strategic scheduling (00:08:35)
What reporting metrics actually show whether your strategy is working (00:10:35)
How to curate content using the 80/20 rule for engagement without being salesy (00:12:35)
Why custom, on-brand graphics strengthen your visual presence (00:14:35)
How engagement has become a customer service tool—ignoring it costs sales (00:16:35)
Why staying current with platform changes is essential for relevance (00:18:35)
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Full Episode Transcript
# (41) What Your Social Media Manager Should Be Doing (9 Essential Tasks)
[00:00:00] If you're paying someone to post memes and promotional graphics on Instagram, you're probably wasting your money. Social media management is so much more than that. Welcome to Ditch the Chaos. I'm Cara Chace, and this is your space to figure out how to run your life and business without running yourself into the ground.
[00:00:19] Today, I'm breaking down the nine essential things your social media manager should be doing or what you need to focus on if you're managing it yourself. Let's get to it.
[00:00:30] Okay. There's no denying that social media is essential at this point, at least for showing you're a legitimate small business. In the last episode, I talked all about how social media can't be your only business marketing strategy and what to do to build a strong marketing foundation.
[00:00:45] So go check that one out. If you're curious. We've all seen social media done right, and we've definitely seen the cringiness when it goes wrong, but here's what most people don't realize. Managing a brand's social media is way more than [00:01:00] posting funny memes and creating graphics for your offers. If you're paying someone to help with social media and that's all they're really doing, you need to reevaluate whether they're actually benefiting your business.
[00:01:12] I've worked with hundreds of business owners over the years and most find themselves in this no results zone when they hire their son's girlfriend's brother to manage their Instagram or TikTok for minimum wage, which gets about as much traction as you would guess. Or maybe you're running your own show.
[00:01:30] You know, social media is important, but you don't know where to begin and you're inundated with all of the content about how to do it. You post when you remember to because you're busy running your business and you hope that something sticks. Or maybe you are a social media manager yourself and you wanna make sure that you're providing your clients with the best possible service.
[00:01:51] The reality is the five minutes or less it takes to post on Instagram is just the tip of the iceberg when it comes to social media management. So today I'm walking [00:02:00] you through the nine essential things that go into running a brand social media successfully. And before you ask what a time management coach knows about social media marketing.
[00:02:09] From 2012 ish to 2015 ish, I was the social media manager for Megadeth and Dave Mustaine. If you don't know who they are, that's okay. All you need to know is I manage 13 million fans across 17 social media accounts pretty much by myself. Then I went on to create my own digital marketing agency from scratch in 2015.
[00:02:31] And so while I now help type a woman, entrepreneurs with productivity and time management, the marketing knowledge in this episode, it applies to all entrepreneurs, including me. So let's dive in. First up, we have the knowledge of your marketing objectives. I know that's business jargon, so let's make it super clear.
[00:02:52] Social media for the sake of social media is kind of pointless for a brand. Yeah, I said it. If you're not strategically building brand [00:03:00] awareness in line with your marketing objectives, what you want to get out of your marketing, you're going to spin your wheels. Your social media manager, or you if you're doing this yourself, should focus on specific goals like growing your email list, driving sales, increasing engagement, and every post should align with one objective.
[00:03:20] No guesswork allowed. I see so many businesses posting just a post. They throw up a motivational quote on Monday and a product photo on Wednesday and a meme on Friday, and then they wonder why nothing's moving the needle. If you can't connect a post back to a specific goal, it shouldn't go out. So here's a pro tip.
[00:03:41] Define that primary goal for each post and stick to it. Don't ask the viewer to do three different things in one post, just ask them to do one. This clarity ensures consistent messaging and measurable results. And honestly, of all the nine things I'm covering today, this one probably rises above the rest. [00:04:00] You have to know the purpose of your strategy and each post if it's gonna make any difference in your overall marketing.
[00:04:07] Okay, next up we have insights and analysis. I see tons of posts on what to post when on different social media platforms, and I get it. Everyone wants the magic formula and someone to just tell them what to do, but you have to test what works and resonates with your audience. Social media is not one size fits all.
[00:04:26] I'll probably say that a few times in this episode. A good social media manager will start by analyzing your past performance on your accounts, and crafting a schedule or rhythm based on hard data. They should also be trying different types of posts and schedules to continue testing what works.
[00:04:44] Throwing spaghetti at the wall is in a social media strategy and the manager, or you should review your past content performance, use analytics to determine the best times to post and types of content that resonate. And continuously test [00:05:00] refined and optimized based on audience feedback. Tools like Google Analytics and platform specific insights like Instagram or Pinterest analytics are totally non-negotiable.
[00:05:10] You need to know what's working, otherwise, you're just guessing. Number three is industry research. Chances are your social media manager will not be an expert in your industry. They must take the time to learn it along with standard practices and jargon. It's incredibly obvious when a business is posting content that doesn't resonate with its audience because the verbiage doesn't really fit, and I've seen this happen so many times.
[00:05:37] A business might hire a generalist social media manager who uses the same strategy they used for a yoga studio on a law firm account, and no surprise it falls flat. Your social media manager must also learn your brand voice speaking like a brand in a way that's authentic, is no easy task. When I ran my digital marketing agency, I had my clients fill [00:06:00] out a several page worksheet to describe their brand voice and target audience,
[00:06:04] starting on the same page is essential. And while it takes time to get in the groove, knowing what's on brand from the beginning saves a lot of time and misunderstandings.
[00:06:14] So your social media manager should take the time to learn your industry jargon and trends, understand your audience's pain points and interests, and master your brand voice for authentic communication and representing your business.
[00:06:29] Starting with a clear brand voice and style guide is a key point to consistency across all channels. And if you don't have one, that's your first step. All right, onto number four, which is scheduling and calendars. It doesn't matter if you're on one social media network or six, you need to have a schedule and calendar for each of your accounts and profiles.
[00:06:52] These schedules and calendars are based on the research analysis and insights that they should have already done.
[00:06:59] The [00:07:00] schedule should also take into account some testing and your current marketing objectives. A social media manager should also know all relevant dates for your business and promotions like sales coming up, or big campaigns that you're going to do. I mean, think about it. Trying to create a work schedule for six different employees who all have different lives and availability is no easy task, but your social media manager should be able to collaborate on these types of calendars, schedules, types of content, contests, sweepstakes, things like that that apply to your business.
[00:07:34] So for scheduling and calendars, they should build those content calendars for each platform. Incorporate seasonal trends and business milestones and plan campaigns well in advance while leaving room for spontaneity. Having a structured schedule prevents last minute stress and ensures all bases are covered because nobody wants to be scrambling at 9:00 PM on Sunday trying to figure out what to post Monday morning onto number [00:08:00] five.
[00:08:00] This is one of my favorites. It's reporting knowledge is power. You can't know what to do next if you don't know what worked in the past. A social media manager should have the tools and know-how to assess how your social media content is performing so they can adjust strategies as needed. As the business owner, you also need the accountability of reporting, but here's the catch. Social media results do take time to gain traction. If a social media manager promises you goals that seem unrealistic or too good to be true, that's an opportunity to ask more in-depth questions about their process and results with previous clients.
[00:08:36] Ask the social media manager what tools and methods they use for reporting so you know what to expect. So for this step reporting, they should track performance metrics like reach, engagement and conversions, deliver regular reports showing what's working and what isn't. And adjust strategies based on data driven insights.
[00:08:56] Remember, consistency matters. Results take [00:09:00] time. So avoid the trap of chasing overnight success. And if you're doing this yourself, set aside time every month to review your analytics. Even 30 minutes can give you the data you need to make smarter content marketing decisions. Okay, number six, content curation.
[00:09:18] Posting all about your sales and products all the time will not resonate well on social media. Social media is all about building brand affinity and providing value, not sales. Ickiness, a social media manager must find content relevant to your industry and audience that will provide value, interest, and fun.
[00:09:38] Now you can still be posting about your business, but consider testimonials employee spotlights behind the scenes content as a way to show your audience who you are as a business and what your values are. So a good social media manager curates content that adds value to your audience, encourages engagement without being overly promotional.
[00:09:58] And reflects a balance [00:10:00] between entertaining educational and promotional posts. Try sticking to the 80 20 rule. 80% should be value driven and entertaining content, and 20% should be sales focused. This approach builds trust while still driving results. If every post is by this buy that people will tune you out.
[00:10:20] But if you're consistently showing up with helpful, entertaining, or inspiring content, they'll stick around. And when you do have something to sell, they might actually listen.
[00:10:29] Onto number seven, branded and custom graphics. Every social media network has shown that posts perform better with branded graphics or video, and these should be designed well in tools like Canva and templates you can purchase and tweak for your brand To make this so simple now.
[00:10:47] You should have your brand style guide available for your social media manager. These guides include your fonts, your colors, your logos, and any photography that you have. Every social media network also has an ideal post size, [00:11:00] which means you might need a different graphic for each platform.
[00:11:03] There are both free and paid tools for graphics, but either way, a social media manager should be creating custom graphics for your brand posts so they show up correctly with the platform's best practices. A skilled social media manager will create on-brand high quality visuals for your campaigns and your posts.
[00:11:21] Ensure images and videos are correctly sized for each platform, and they'll probably be using tools like Canva or Adobe Suite to maintain a polished branded look. Consistency in your visual branding strengthens your presence and builds recognition, and I get it. Creating graphics takes time, but the difference between a generic stock photo with text slapped on it and a thoughtfully designed on-brand graphic is huge. People notice. Okay, we are already at number eight. It's engagement. We all know at this point that social media is not only a marketing tool, it has become a customer [00:12:00] service platform.
[00:12:01] Customers expect responses when they reach out to your brand via social media, and they aren't shy about voicing their displeasure if you ignore them. You should work with your social media manager on response and customer service practices for your brand on social media.
[00:12:16] Bonus points to them if they can help guide you with this.
[00:12:18] But let's not forget the positive side of this. A social media manager should be checking each account regularly, at least every couple of days, to thank fans for comments and shares. Fans love it when a brand recognizes them for all to see on social media. If your audience never gets a response, they'll stop engaging.
[00:12:38] Your social media manager should respond to comments, messages, and reviews as promptly as possible. Handle customer service, inquiries and complaints with professionalism, and recognize and thank fans who interact with your content. Ignoring engagement opportunities is like leaving money on the table.
[00:12:55] It's that important. I've seen businesses with hundreds of [00:13:00] thousands of followers get little engagement because they never respond to anyone. And I've seen businesses with a few hundred followers build loyal communities because they show up consistently in the comments. Which one do you think drives more sales?
[00:13:14] And finally, number nine, industry knowledge. Social media networks change their rules and algorithms almost daily, or at least it seems that way. Having a social media manager who's up to speed and takes the time to inform themselves about the latest and greatest marketing ideas and what's working is critical to staying relevant.
[00:13:34] Now, there's a fine line between asking your social media manager about updates to best practices and micromanaging. A good solution would be to ask them about any news or updates they think are relevant to your strategy when they do their reporting. Remember, you hire them to be the expert. They should follow industry updates and adapt your strategy accordingly.
[00:13:56] Test new tools and features to approve efficiency and [00:14:00] engagement and communicate important changes to you. So you're always in the loop. A continuous learning mindset ensures you are ahead of the competition. And social media moves fast. What worked six months ago might not work today. Your social media manager or you needs to stay plugged into what's changing and be willing to pivot when needed.
[00:14:20] So there you have it. Nine essential things your social media manager should be doing, or nine things you need to do if you're managing it yourself. It is easy to see why small business owners get overwhelmed and frustrated with managing their own social media.
[00:14:34] It's truly a full-time job when done correctly. If you're considering hiring someone to help you. I hope this episode makes you a little more aware of what they should be doing to manage your social media effectively. You should hire someone who will put in the time and the effort into the right strategy for your brand, not the same strategy they may have used for somebody else.
[00:14:56] Your social media manager should love coming up with fun, creative [00:15:00] ideas to help business owners cut through the content clutter. They should help you decide how to stand out, engage your fans, and tell your unique story all through your content marketing. And remember, social media is not one size fits all.
[00:15:13] Managing your social media well requires time, strategy, and expertise. Whether you're doing it yourself or outsourcing. These nine essential tasks, ensure your efforts lead to real results. Social media isn't just about visibility, it's about impact and connection.
[00:15:31] So here's your reset and reclaim action step for the week. Pick one of these nine areas and audit your current social media strategy. Maybe you realize you don't have clear marketing objectives for your posts, or you're not tracking any analytics or you haven't responded comments in weeks. Just pick one and identify that gap and decide on one small step you can take this week to improve it.
[00:15:54] You don't have to overhaul your entire strategy overnight, but you do need to start somewhere. That's [00:16:00] it.
[00:16:00] If this resonated, I'd love to have you join the Productivity Rebellion. My free monthly Guide for women who refuse to choose between Success and sanity, you'll get a monthly productivity strategy for your chaotic life. Behind the scenes stories from my business and real talk about what's actually working and what isn't.
[00:16:18] Plus you can submit your questions and I'll answer them right here on the show. It's not weekly because you're already exhausted and your inbox is full. Each issue drops once a month designed for women who are holding their business and life together with duct tape and coffee.
[00:16:32] You can sign up for free at carachace.com/productivity-rebellion. Thanks for listening. If this helped, leave a review and share it with a friend who's drowning in social media confusion. I'm Cara Chace reminding you to keep questioning the rules and making your own.
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