When people think about social media, they picture selfies, memes, and maybe an oddly aggressive Facebook comment thread.
But behind every brand’s TikTok dance and every perfectly timed tweet, there’s usually one person: a social media specialist. And while that title might sound simple, the job definitely isn’t.
Being a social media specialist is like being part strategist, part content creator, part data analyst, and part community manager. Often all at once.
They don’t just post content. They watch trends. They plan campaigns. They respond in real-time. They know that one typo can go viral for the wrong reasons, and that one well-crafted post can change a brand’s trajectory.
This role is more important than ever. According to Statista, over 5.24 billion peopleuse social media as of 2025. That’s more than half the world’s population. If your business isn’t part of that conversation, someone else will be.
So let’s talk about what a social media specialist really does, what skills they need, and why outsourcing this role can be the move.
Table of Contents
What is a Social Media Specialist?
A social media specialistis responsible for building and executing a brand’s presence on platforms like Facebook, Instagram, LinkedIn, TikTok, X (formerly Twitter), and more.
They plan and schedule posts, run paid ads, engage with followers, track analytics, and adapt strategies based on performance.
They’re storytellers who understand timing, tone, and audience. But they’re also data-driven. They know what worked yesterday might not work tomorrow and are ready to pivot.
Social Media Specialist vs Social Media Manager
These digital marketingtitles sound similar, and in some companies, the roles do overlap. But generally:
- Social Media Specialistsfocus on content execution. They write captions, schedule posts, respond to comments, and monitor platform trends.
- Social Media Managersoperate at a higher strategic level. They set goals, coordinate with marketing teams, oversee campaigns, and sometimes manage the specialists.
Think of it in the context of running a restaurant. The SMM creates the menu and strategy. The specialist is the chef, making sure every dish is perfect and on time.
What Does a Social Media Specialist Do?
This role covers a lot more than just posting memes (although meme marketing itself does boost a brand’s engagement by 60%as per Amra and Elma).
Here’s a closer look at the social media specialist job description:
- Content Creation– Crafting engaging posts, graphics, and videos tailored to each platform.
- Scheduling and Posting– Using tools like Buffer or Hootsuite to maintain a consistent presence.
- Engagement– Responding to comments and messages, managing community interactions, and handling both praise and complaints.
- Campaign Execution– Launching social campaigns around product launches, promotions, or events.
- Ad Management– Running and optimising paid social ads for reach, conversions, or engagement.
- Analytics and Reporting– Tracking KPIs like reach, impressions, engagement, and click-through rates.
- Trend Monitoring– Staying updated with algorithm changes and emerging content formats.
Important Skills to Look for in a Social Media Specialist
Hiring a great social media specialist means looking beyond follower counts. You want someone who can manage social mediawith:
- Strong Writing Skills– They need to write with clarity, humour, or urgency, depending on the brand voice.
- Design Sense– No need for full graphic design skills, but a good eye for layout, balance, and visual appeal helps.
- Platform Knowledge– Not all content works across all platforms. Your hire should know the difference.
- Analytics Savvy– They should understand UTM codes, social metrics, and basic A/B testing.
- Adaptability– Social media moves fast. A good specialist pivots quickly and learns on the fly.
- Empathy and Tact– They’re the public voice of your brand. That takes care and good judgment. Harvard Business Review even emphasised that being able to truly understand different perspectivesleads to effective marketing.
Benefits of Outsourcing a Social Media Specialist
There’s more than just convenience behind the decision to outsource your social media specialist.
Here’s why this often makes good sense for businesses:
Cost Efficiency
Outsourcing can often cut your labour and running costs by a good bit, sometimes as much as 70% compared to a full-time hire. You wouldn’t need to worry about superannuation, office space, or onboarding expenses.
This flexibility makes it a smart option for small to medium businesses (SMBs) working with tight budgets. What’s more is that many outsourced specialists already come with the tools and subscriptions needed to do the job.
Access to Specialised Skills
A great post today won’t necessarily work tomorrow. Social media trends are a moving target, social media specialists are constantly keeping up. They’re used to working across industries and understand what makes each platform tick.
Often, outsourced specialists can bring fresh ideas and strategies that have actually been proven to work.
Don’t look at them as just people who post stuff online. They’re experts in knowing whatto put online, whento do it, and whyit matters.
Scalability
Your social media needs aren’t always the same, although consistency is important.
It’s just that there are periods where you’re packed with launches, promotions, or events. Others are more low-key.
With outsourcing, you can easily scale social media marketing efforts without going through a hiring freeze or cutting back on staff. That kind of flexibility is a big advantage, especially when your workload shifts without much warning.
Speed and Efficiency
When someone’s sole focus is to create, schedule, and manage content, they tend to move faster.
Outsourced specialists don’t get pulled into unrelated meetings or office politics. They’ve got clear deliverables and know how to meet deadlines. That makes them great in a field where news breaks fast, or you run a lot of campaigns.
Outside Perspective
It’s surprisingly easy to fall into the trap of posting the same type of content week after week. When you bring in someone new, they can shake things up in a good way.
‘Outsiders’ bring fresh eyes and fresh ideas. They’re more likely to spot gaps in your content or audience engagement that you’ve been overlooking.
Reduced Management Load
An outsourced social media specialist doesn’t need hand-holding. You’re not spending time training them on basic tasks or watching over their shoulders.
That means fewer meetings, less micromanaging, and more time for you to focus on strategy or other parts of your business.
Better Use of Internal Resources
If you’ve got a small in-house team, every hour counts. Instead of asking your marketing manager to handle social media ‘on the side’, outsourcing allows your team to focus on their actual jobs.
Hire a Social Media Specialist Through Outsourcing
Handing off your social media doesn’t mean stepping away from it. It means being thoughtful about how you spend your time.
It also means recognising when someone else can do the job better, faster, and with more energy than you can spare.
Outsourcing can be a way to protect your calendar, yes. But it can also be a way to protect your creativity. Because when an actual pro is keeping up with algorithms, trends, and scheduled posts, you get to focus on the stuff that doesn’t always make it into a caption: your team, your strategy, your next move.
That space, the kind that lets you breathe instead of chase, is sometimes the most valuable thing you can give your business.
FAQs
What platforms should a social media specialist focus on?
It really comes down to who you’re trying to connect with. If you’re a business talking to other businesses (B2B), LinkedIn is often the place to be. If you’re selling directly to folks (B2C), then Instagram and TikTok are usually where it’s at.
A good specialist will take the time to figure out where your target market are hanging out online and focus there.
How do I know if my social media specialist is doing a good job?
You’ll want to see if people are actually engaging with your posts. Are they liking, commenting, and sharing? Are you getting more followers? Are people clicking through from your social media to your website? Those are usually good signs.
But also pay attention to the feel of things. What kind of comments are you getting? How are customers interacting with you? That qualitative stuff matters too.
Is it risky for my brand’s reputation to outsource social media?
It can be safe, yes, as long as you do your homework. Look for specialists or agencies that have a good track record, ask to see examples of their past work, and maybe even test out their style before you give them full access to your accounts.
How does a social media specialist help build my brand?
They do it by creating content that’s interesting and consistent with what your brand stands for. They also talk to people online to build those relationships and run campaigns to get your brand seen by more eyes.
Does every business need a social media specialist?
Having a social media presence is generally a good thing for any business these days. But whether you actually needto hire a specialist boils down to a few things: how big your company is, what kind of business you’re in, and how much social media plays a key role in your overall goals.