How much would you pay for someone to manage your company's social media?
Hey everyone, I've got a question about your personal opinion on a reasonable price point for social media management. I know most companies do this internally but let's pretend you want to pay an agency or social media expert to handle it for you (please note I said expert, not a teenager who plays on Facebook all day).
If you paid someone to do this, let's say they would manage two accounts,Facebook and Twitter, and would post up to ten posts per day (mostly on Twitter).
The social media manager would also respond to any inquiries by customers, media, etc. within a max of 12 hours (excluding holidays and weekends -- then it may be a max of 48 hours). This person would also make a point of engaging with the online community each day; so if it's a brand for baby toys, then the social media manager would interact with mommy bloggers at least 1-2x/day. So there is a large marketing component of this service as well.
Overall we're talking about roughly 5-6 hours of work each week. So if you wanted to pay someone to do all of that -- how much would you consider a reasonable rate per month? What price would be "absolutely worth it" and what price would be "definitely not worth it?"
There's no right or wrong answer, just your opinion. Please and thanks for your help!
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Jun 11, 2013
What a great question!
Short answer: starting at $35 per hour and then up from there, as much as $120/hour depending on the industry and level of expertise.
Detailed answer:
Social Media management is a new area, and still many are trying to figure out this new territory. Reminds me when web design was a new territory back in mid 90's.
The pay for a Social Media manager will depend on the scope of the project and its industry. If the manager is involved in content creation and engaging with & building a community, then some knowledge of that industry is required and the pay will depend on two factors:
1- the industry
2- the level of expertise and knowledge of the manager
For example, is it a Social Media manager for a shoe company to promote shoes, or is it for a company that caters to Physicists?
Is it a Social Media manager to promote Mercedes, or is it a Social Media manager to promote burgers?
Again, it would start at $35/hour and then it'll go up from there depending on what the manager provides.
Our rates start at $50/hour, or $800/month flat rate and then goes up from there.
Jun 13, 2013
I'm a social media strategist and trainer and I sincerely believe that a business should learn how to do their own social media marketing. No one knows their business better than the owner and the employees. The idea of social media is to build relationships with potential and current customers. Who do want doing that you and your employees or an outsider?
Getting started on social media requires a little "sweat equity" to grow a following and it can be done with a strategic plan defining the target market then combining the creation of fresh content, posting and interacting on the networks, but once a following is established, then social media can be managed in 30 minutes a day using the various free tools that are available.
I help clients set-up their brand on the networks, train them or their employees how to properly and effectively use the tools and offer a 30-day, jump-start follower builder at $400 for 30 days, $500 including 4 blog posts.
Jun 13, 2013
Thanks for your feedback, Giselle! If you don't mind my asking, do you provide your services as your own business or as part of someone else's? The reason I ask is that your prices seem really affordable, which would be more possible if I were working for myself instead of as an employee. But if yours are company prices then that changes how I think about those numbers a bit. Thanks!
Jul 1, 2013
I agree Gisele that is what a business SHOULD do. The reality is that #1. a lot of people are good at running their business and simply dont have time to learn a new discipline. some people are simply not comfortable with engaging with people online. some people arent good at it and shouldnt be doing and that is what creates the market for social media management services. Not everyone wants to, not everyone has time and not everyone is capable
Dec 12, 2015
My rates have gone up since I first posted this. $2500 for the first 30 days of the JumpStart where we spend 90 minutes a day building a following for someone who is starting from scratch; $1000/m afterwards to manage, maintain, report and plan for the next month. I do a 5-session boot camp where I can train anyone to build pages and manage it for $250.
Jun 13, 2013
Here's a portion of an actual quote from a very good social media trainer and manager here in the Portland Oregon area as a data point:
Social Media Posting & Monitoring Package ($300/mo + 100 set up)
4 posts per week (on platform of your choice) to include industry relevant information
(Content to be submitted by client)
Monitor and report on all conversations and comments
Reply to comments as client if needed.
This is per platform so you can do the math accordingly. Hope it helps.
Jun 13, 2013
Interesting, thank you! Out of curiosity, have you worked with that person before, or is there another reason you know them to be very good? I would love to know how I can make the same impression :)
Jun 16, 2013
Cool to see a real example. Thanks for the info, Jon. I'd be a little hesitant about the "Content to be submitted by client" part. Is that common? If I were looking to hire, I think content creation would be part of the equation.
Jun 19, 2013
Brandy: I have worked with her and taken training from her. She's also a member of a couple of my networking groups and gives presentations at Chamber of Commerce and other meetings. All good ways to let the world know of your expertise.
Chris: A social media manager knows the social media world but not necessarily the client's business. So at least raw material content must be supplied by the client.
Jun 12, 2013
Interesting question and agreed with Clive that it's more challenging that it looks. Some of the factors I'd look into:
1) What is their social media presence like?
Extreme example here but if you're a musician and you can get a celebrity like Lady Gaga or Justin Bieber (two biggest people on Twitter) to tweet about your band, that would be hugely valuable. Now my example is over the top but I think their existing social media presence/connections would be a huge part of what I'd look for.
2) How important is customer service to you?
I like Farzad's question of "Is it a Social Media manager to promote Mercedes, or is it a Social Media manager to promote burgers?" One can potentially make you tens of thousands of dollars with one customer.
3) What quality of content do you want on your feed?
I feel like there's a limited upside here. I'd consider the difference in connections people have to be far greater than the difference in feed quality. But a good manager can definitely help here.
----
Overall, here in Boston, an average social media manager probably gets anywhere from $10/hour-$25/hour, which is then turned into a monthly fee based on how many accounts they manage, expected time, etc. However, somebody with connections could be worth much more than that.
Jun 12, 2013
Thanks for your input, Chris. I really appreciate it! Great stuff to think about.
Jun 12, 2013
Hi Brandy.
Last time that I paid someone to do something similar I paid $15/hour and that person was in Florida.
BUT, as you said it's best to have somebody do this in-house.
"Building a community around your brand isn't just about the strength of your social media presence. It’s not about how you manage your social media outlets or whether you’re on Facebook, Google+, or Twitter. It’s not about how many blog posts you write or how often you use video or email marketing.
It’s about building a company."
from http://moz.com/blog/meet-your-community-building-team
Good luck!
Jun 12, 2013
Thanks, Dean! I agree 100%. Perhaps part of the trick is finding a social media manager who really "feels" your company and has a sincere sense of connection to it, rather than someone who will just play manager without putting any heart in it.
Jun 19, 2013
You are right Brandy, that's a big part of it. Make sure they understand your mission.
Jun 13, 2013
Hello Brandy,
this is a very good and well thought out question. For the details of the "position" that you outlined I'm sure you may get varied responsed and proposals for monthly management fees. I had a struggle in the past year in pricing out similar social media management with clients. The name of the game is "SOCIAL" media and therefore does require a constant engagement and involvement from the person(s) managing the accounts.
I would think somewhere between $300-500 per month for what you laid out would be about right. This would include a monthly editorial calendar, strategic planning, engagement engagement engagement, and I'd also think some sort of analytics and reporting (how much traffic to website is from social?, etc.)
$300 absolutely
$500 sure, I'd consider
$650+ can probably find service elsewhere
under $300, probably won't get the service you THINK you should get. Or more 'junior' people.
message me if you'd like to continue the conversation. I'm always open to discuss what I do, the services I provide and work with people.
Jeff
Jun 13, 2013
Excellent answer, Jeff! Thanks so much, I appreciate it. I agree that engagement should be the most significant factor. I'll be creating an outline of my service offerings and the associated prices during the next week or two, and I'll be sure to reach out if I find a spot you can help me with. Thanks again!
Jun 23, 2014
LOL300$ a month? I wonder if anyone would be able to find someone who is good or smart enough to get real leads or any valuable growth, also "maybe" analytics? how are you measuring success if you're not providing reports. .Social Media is more than just sending out tweets and just engagement. Engagement is important but you need to know how to get that engagement and know if it will ever convert to any actual leads. Analytics is how we do our job efficiently. We don't just throw up content&hope for a response. What does that equal out to .50-1$ an hour, That cheapens the industry by far. Who on earth would work for 300$ a month. Some charge that an hour for bigger businesses. Anyone who is half good at their job would be able to make their client more money than that per month, and not even including business sales, and reputation.
Just a tip people if someone tells you they will work for 1-5$ an hour it isn't worth it save your money and hire a trained professional.
Oct 3, 2016
Whoa Katt Paul. Heck of a way to call people out when you can hardly use correct grammar or punctuation.
Jun 14, 2013
Its always true to say that you get what you pay for but I would not pay less than $25-$50 a hour you want someone of quality and make sure you research them fully as there are a lot of wannabes in the sector - aim for someone close to you if you can so you can also meet with them also seek someone that expresses some interest in your project too - hope it helps?
Jun 16, 2013
Depends on what they bring to the table and how much you looking to get from it .... and if its only 5-6 hours per week that's a delegation task not a new employee ... unless there are other things to fill at least 20 hours per week. Per month rate - 24 hrs - no more than $325 but not worth the expence that goes with it.
Jun 5, 2014
I think the cost would be low end $50 up to $150 or so an hour. Low end basically $300 ($250 would pay a bill for freelancer) - $500 /mo. to over $1,000/mo. In my opinion, these would be figures for a small business. Mid - Large Companies would probably command higher rates per industry and market.
Things to keep in mind:
You know "you get what you pay for"; but make sure you don’t pay for a company or brand name. Pay for results and knowledge. Do your homework first.
• See if they are an authority in Social Media. You don't have to have 5,000 Likes on Facebook or 10,000 followers @Twitter to know Social Media Marketing. Don’t let them hit you with buzz words and blow smoke. If they can’t keep it simple and help you understand the process, they don’t really understand internet marketing.
• Negotiate and ask for proof. If they want you to spend $1K a month on Social Media Marketing, make them prove that it’s a good investment and let then earn it. It's all about your ROI.
• Ask around- Browse the Web. Some basic social media marketing can be done by a college intern. To be honest we all are learning and have to stay current with the trends that change almost daily. Like lawyers, we practice. And You may be your best brand builder with a little sweat - equity. Get creative, get social and you might save a ton of money.
Jun 11, 2013
This question is a little more tricky than I first thought.
You're effectively selling an information-based service. And it's the information element that makes the question tricky. The value of information depends on how it is deployed (used).
In social media, the information is intended to establish and maintain a 'social connection' with customers or potential customers, thereby creating brand momentum.
I think this type of service would best suit companies that sell aspirational products. A B2B company selling nuts and bolts would probably think your service has a low value.
Your business model depends on suitable companies outsourcing part of their customer relationship process to you, so the question can be answered by asking "How much does it cost them to hire someone to work in CR internally?". You must be more cost effective - so it's going to be less than they would their staff.
Farzad's rates seem a little high to me - though not if you're Mercedes - but then there's only one of them.
Hope this helps.
Jun 12, 2013
Thanks, Clive! That is helpful, great stuff to think about. My clients are all people who have created apps and are building companies off of them. App marketing is a bit of a niche in the marketing world, because there are a lot of unique variables to it. So I think there is some added value to have that particular experience combined with the social media expertise as well.
Jun 13, 2013
The average cost for a social media professional is about $100 an hour... I know that I get about $35-50 an hour for what you are describing... but let me me tell you would need a minimum of 15-20 hours to get everything set up and running properly and then a minimum of 20 hrs monthly (and that’s minimum) for content and marketing if you want it done right.
For me me to make it worth it monthly, about $1200 I guess, because what you are proposing is so minimal, but again, the more work we would do the ROI, the more leads, the money!!!!
Jun 13, 2013
Thanks for your answer! I'm thinking it would be good for social media service providers to offer a range of options, so companies who just want the minimum can do that, but then companies who want more to go into it so they can get more out of it would also have additional options.
Glad to hear you say 15-20 hours for set up & 20 hrs min for maintenance... I've wondered before if I spend way too much time on my company's social pages but apparently I'm right on track! :)
Jun 19, 2013
There's a big difference between a pro and an intern, like anything else experience makes all the difference, and his question was way more than just posting to an account. You get what you pay for or at least you should.
Feb 1, 2014
Agreed, Jeanne! Brandy, happy you got some good answers here. All the best!
Jun 13, 2013
Hello,
Just some quick advice. The marketing and strategy behind a cohesive approach is vital, versus the rote responding/interaction component. There is depth to achieve at all levels of your engagement and content strategy to your target audiences whether B2C/B2B. Keep well.
Jun 13, 2013
I manage several clients' social media presences, and my packages start at $599/month and go up from there, depending on the level of service they want.
Jun 14, 2013
Namaste Brandy,
Very interesting question. I think, the rate depends on the area of expertise. Also engagement of the readers depends on the field of the page. E.g. Some school or exams, admissions related page will have reply lots of queries everyday. Also I will check the qualification of the person, I am hiring, that makes difference in the quality of work. If the qualifications, educational background matches with the field of the social media pages, then surely the work will be of higher quality and will be paid more.
Jun 15, 2013
Hi Brandy,
If it were me, I'd be thrilled with $200.00 per month. I do everything myself though, so I am not sure of the going rate. Good luck with your business!
Susan
Jun 16, 2013
Understanding the difficulty of calculating ROI to social media efforts, the limited amount of college education required, and the lack of authentic certification courses for the role, I'd have to agree with Jeff Tincher here and say $300-$500 per month.
With that being said, if I had an "SMM Rockstar" who has at least 3-5 viral marketing successes behind them either through ego-bait or sheer genius like the guys who created these:
https://www.facebook.com/pages/MY-SISTER-SAID-IF-I-GET-ONE-MILLION-FANS-SHE-WILL-NAME-HER-BABY-MEGATRON/333067975442
and http://www.youtube.com/watch?v=Y4MnpzG5Sqc
Someone who can get OldSpice Guy to respond in-line to outreach with video and who has proof that their SMM drives massive brand visibility with real analytics, would definitely be a $5k/mo hire for me. Problem is, those people don't leave their current jobs because they are already being worshipped by their bosses.
Jun 20, 2013
Brandy,
I am in the process of statring a company and would be interested in someone handling the social media aspect ofthe business. Let me know when you have a defined plan and cost structure.
Regards,
Dave
Jul 1, 2013
I've been providing wholesale social media management for over 3 years now. Our rates are structured so the reseller can double them and still be very competitive. the hourly rates ranges from $30 to $12 an hour based on the time required to meet objectives.
Im new here so I dont know the best way to communicate. I suppose you can look at my profile and get my email if your interested
Jan 30, 2014
Hi Brandy,
I'm not in agreement with many of the comments here, when it comes to hiring an "expert", or at least a professional, rather than someone who simply 'likes' social media.
Remember, you get what you pay for. You don't want someone who doesn't understand the basics of communications, hasn't grasped the nuances of your business or isn't looking at your core messaging strategically, managing your brand.
Here are four (4) blogs (one that is sarcastic, but still honest about pricing) that may be of greater value:
1. http://www.mackcollier.com/how-much-does-social-media-cost-in-2011/
2. http://www.bluecloudsolutions.com/blog/social-media-cost/
3. http://www.successiory.ca/blog/2014-1-21-what-social-media-costs-and-why
4. http://www.contentfac.com/how-much-does-social-media-marketing-cost/
On the flip side, undervaluing a service means the client doesn't really appreciate the work being done and will treat it as such, and the person being paid poorly will burn out. If you pay $50 for $500 shoes, you treat them like $50 shoes.
Feb 9, 2014
Hi Crystal, my question to you is that do you think in a diferent province like Québec, the prices would be diferent than Toronto, for instance. Do you get good clients that will be willing to pay 2000 or 5000 a month? I never got one of thouse in Quebec City. As soon I showed the project proposal, they quit working with me because of the prices. Thanks for your imput
Nov 16, 2015
I think social media or event marketing all plays a great role in introducing you to the target market and for the marketing only we should go for selecting right event planner who can help you to make aware of audience about your establishments. https://vimeo.com/144840919
Thanks, Farzad! You make some excellent points. Definitely helps to have a benchmark and some key points to consider while pricing my services.