How I Became A Social Media Account Manager & My Exact Workflow for Managing Clients
Over the past 6 months I’ve noticed something, social media managers are HIGH in demand, like really high. When I first started out as a content creator account management is what I wanted to do most. I imagined taking beautiful and fun photos for a company, writing their captions and posting for them. It was the beginning of the work-from-my-phone dream! I don’t take on account management clients anymore because my focus has turned to educating people on how to use Instagram for their business not doing it for them. Essentially I would train their social media manager instead of handling the account!
In this blog post I’m going to take you through how I landed my first client and what my workflow is as an account manager (including my rates!!). I want you to have all the tools and information you need to get started.
What Does A Social Media Account Manager Do?
Because this job title is relatively new the official tasks might change per client/employer but some of your requirements may be as follows:
Shoot and edit photos for the social media platforms
Create graphics/design for the brand
Use provided content and structure it into posts (ie. the brand gives you the photos)
Be in charge of creating a voice for the brand (not as common)
Be responsible for writing copy (captions) that suit the brands core values and voice
Pre-schedule and post on assigned platforms with a service that you may have to pay for yourself depending on if you are working in a company or freelance
Being responsible for engaging on other accounts
Out of the list above here’s what I offered:
Shoot and edit photos
Create graphics when necessary
Writing all captions/copy
Pre-schedule and post on an agreed upon frequency
What I didn’t offer:
Engaging on their account - liking, commenting for them. I personally didn’t want to take the time however many social media account managers DO offer this! If you do I’d set aside 30 minutes a day to thoughtfully engage from their account and if it makes sense assign that 30 minutes to be the first 30 minutes after you post or split it up 15 and 15.
Handling Direct Messages - it’s hard to know enough about a company to answer their DMs when you don’t work for them, I’d leave it to them!
Running Ads - I don’t have a ton of background knowledge in it so I wasn’t comfortable setting that up.
Can I Really Be A Social Media Account Manager with No Background Education?
Absolutely. Here’s why. You most like grew up with social media and have witnessed the evolution and change, that in itself is education! If you want to freelance, work from home and be creative and you think you could do a good job then I don’t think anything else should hold you back!
Do I Need An Expensive Camera?
I’d argue no! Because Instagram and Facebook photo file sizes are relatively small you can totally get away with a less expensive camera. AND you only need the camera if you are the one creating the content, some clients will have images/graphics that they just need posted!
I personally used to shoot with a Canon 50D and it was totally fine, this passed summer I upgraded to a Canon 6D Mark II which is a very powerful camera but not 100% necessary in the beginning.
How Do I Land Clients For My Social Media Account Management Business?
Ahh my favourite question. I’ll start by sharing how it worked for me. It dawned on me that I ‘get’ instagram and I know how to take good photos so I could probably help other business manage their accounts. I knew I wanted to work with clients in the health/wellness/food industry because that is what I have background knowledge in AND I also wanted to do something I was excited to create.
Pro Tip: Establish what type of clients you want to serve and stick with your niche! I don’t want to work with a dentist because a) I know nothing about their industry and would have to do hours of research to write captions and b) Taking photos in a dentist office doesn’t make me excited.
So I sought out a beautiful new juice and smoothie bar in Winnipeg. They had beautiful products but their Instagram…not so much. I went into the store and introduced myself I told them what I did and I offered to manage their account for 3 months absolutely free. No contract, no strings attached. I wrote up a proposal on Microsoft word to explain to them my vision for the page and they were very flexible. The first thing we did was set up a day for a photoshoot. I wanted to get 3 months worth of content that day which meant 2-3 hours of shooting and about 36 different ‘postable’ photos. I did the photoshoot, edited the photos, wrote captions and prescheduled the posts with a program called Hootsuite and proceeded to post for them over the next 3 months.
After that quarter the owners decided they wanted to move forward and start paying me for my work!! I pitched them a value per month I thought was fair Turns out they had reached out to two others companies to get quotes and my value was right in the middle. Boo ya, first client!
From there my others clients have been 40% me pitching them and 60% word of mouth! I always laugh at the fact that I get most of my clients via WOM because it’s social media marketing and I should be landing clients that way so it’s a bit ironic. I think the importance of a social media presence is so that when someone hears about me from someone else they can come onto my page and see that I’m legitimate and I know what I’m talking about.
Ultimately when it comes to landing clients I’d recommend doing some free work for people! It’s the quickest way to build your portfolio and if you do a good job they will most likely turn into a paying client or recommend you to others!
How Do I Handle Accounts? - My Exact Workflow
I created a PDF (below) which takes you through step by step how I manage accounts - from photoshoots to posting, and communication with the brand to invoicing, and what resources I use to help me stay organized and the rates I charged when I did this work!
If you have any questions don't hesitate to set up a call or coffee date with me! I'd be happy to train you more in depth on how to become a Social Media Account Manager!