How To Onboard A Social Media Manager

So you’ve brought on a brand new Social Media Manager. First things first: Congratulations!

You’re on your way to having a seriously incredible social media presence. As you probably know from doing it yourself, social media can be pretty time-consuming. So now, you may be eager – anxious, even – to hand it over to a professional once and for all. Here, we’ll break down how to get your SMM up to speed in thirty days. Yes, you read that right. Now, let’s get to work!

Week 1: Discovery

This week is your SMM’s ‘getting to know you, getting to know all about you’ phase.

Yes, this list seems exhaustive. Yes, this will take a little more time upfront. But we can assure you this is a critical, necessary step to align your goals and expectations with theirs, so do your best to have the answers to these questions.

Then, schedule two calls to talk through all of the information.

Your Why.

  • What is your purpose on social media?
  • What do you hope to achieve using social media? How will you know you’ve achieved it?
  • What is your biggest challenge on social media?

Your Who.

  • Who is your target audience?
  • Who is your ideal client/customer?
  • Who else (brands/celebrities/people) does your audience engage with?

Your What.

  • What is the main message your brand is trying to communicate?
  • Why do customers choose you over your competition? What makes you different?
  • Do you like anything in particular that your competition (or industry) is doing on Facebook, Instagram, YouTube, etc.?
  • What do you expect from your Social Media Manager?

Your Words.

  • What resources do you have available for creating content?
  • What type of content do you want to create for your audience (images, video, quotes, blog posts, etc.)?
  • Do you want to observe/acknowledge holidays? If so, what holidays?
  • What topics are off-limits?

Your Status.

  • What social platforms are you currently active on?
  • Are you looking to expand to new platforms?
  • What tools have you used to manage your social media profiles (if any)?
  • What is working for you (and not working) right now?

Your Details.

  • Logo in all versions and file formats
  • Icons in all versions and file formats
  • Colors and hex codes
  • Fonts and font files
  • Social post templates (for Stories, quote graphics, etc.)

Week 2: Competitive Analysis

So now that they’ve learned about you, now let’s find out how you’re different from others in the market.

This week, have your SMM dive into your competitors to see what they’re doing on social media. You have your own brand and your own spot in the market, so you need to make sure your social reflects that by having them do an in-depth content analysis of what other companies might be doing.

This week, your SMM should work on …

Comparing & Contrasting.

Determine your competitors’ brand voice and objectives from their publicly facing pages.

  • What are they saying that makes their brand the best?
  • How does your brand differ from theirs?

Standing Out.

Make sure brand voice and objectives are designed to be unique in the competitive space.

  • How do you stand out from your competition?
  • Have you developed a voice that isn’t already being used?
  • Do the best qualities you’ve developed as a company shine through every social post?

Week 3: Graphic identity & Asset Creation

Now that your SMM has determined how to sound different, this week, your SMM should be working on creating the graphic identity that will make your brand look different from the rest.

You may already have a strong idea of what your brand looks like, but that might not translate to how your social media will look. Typically this will complement your brand identity but not exactly mirror it.

This week, your SMM should work on …

  • Creating Canva templates
  • Refining existing graphic identity
  • Sourcing any images/ assets that you already have

Week 4: Full Strategy Presentation & Implementation

You’re in the final stretch – great job!

This week, schedule a two-hour call to calibrate with your SMM to get started implementing all that they have put together.

You’ll get a chance to ask questions, tweak strategy, and get rolling on how your week-to-week process will work.

This week, your SMM should work on …

  • Presenting their full strategy book, and discussing any tweaks needed
  • Working out a process for moving forward with how to approve the content calendar
  • Creating a calendar or process of how and when they will receive creative assets and regularly get content
  • Beginning to implement approved strategy