Hey everyone, this is Damian from Master of One Marketing! Today, we’re diving into an essential topic for entrepreneurs and small businesses: hiring a 1099 social media contractor. If a full-service agency is out of budget, you can still find a skilled freelance specialist to manage your social media, but it’s important to know how to assess their experience and impact.
Hiring the right contractor can make a big difference in your social media presence and overall brand awareness. Here are some key things to look for.
1. Assessing Their Personal Brand and Social Signals
When evaluating a potential social media specialist, start by looking at their personal brand. This may sound simple, but it provides critical insight into how they operate. Not everyone has built a strong personal brand, and that’s okay—but if they do market themselves as a “personal brand” with thousands of followers, take note of their metrics and online engagement.
Key Metrics to Check:
- Engagement Rate: Instagram and other platforms typically consider a 1-3% engagement rate as a baseline. This means that for every 100 followers, they should have at least 1-3 engagements (likes, comments, shares) per post. For example, if they have 10,000 followers, they should see around 100-300 interactions per post.
- Follower Growth: Is their following growing steadily, or is it stagnant? Consistent growth—whether gradual or rapid—indicates that their content resonates with an audience.
- Consistency: How frequently do they post? If they advocate for posting three to five times weekly, their personal brand should reflect this advice.
Their personal metrics offer a real-time look at their effectiveness and the tactics they might use for your brand.
(Scroll to bottom for an example using my personal brand)
2. Reviewing Their Case Studies and Client Work
If the candidate doesn’t focus on their personal brand but has experience running campaigns for others, request case studies. They should show measurable results, effective strategy, and an understanding of the client’s brand.
Metrics to Look For:
- Engagement Rate: High engagement rates (likes, comments, shares) on client campaigns signal that their content resonates with audiences.
- Growth in Followers: Look for steady follower growth that’s authentic. The quality and relevance of followers matter more than sheer numbers.
- Reach and Impressions: Successful campaigns should extend beyond the immediate follower base, especially if brand awareness is a goal.
- Click-Through and Conversion Rates: These metrics show whether the audience is taking action beyond just viewing or liking the post. Click-through rates (CTR) indicate how many people interacted with links, while conversion rates reflect actual sales, sign-ups, or downloads.
3. Analyzing Content Performance and Platform Adaptability
Social media platforms vary in their audience behaviors, and the content that works on one may not perform as well on another. A strong candidate should understand this and adapt their strategy accordingly.
Content Performance:
- Top-Performing Content: In case studies, look for highlights of high-performing posts and an explanation of why those posts succeeded. Whether it’s video content, stories, or carousel posts, understanding what works best is crucial.
- Platform-Specific Strategy: Ask if they tailor content to specific platforms. For instance, Instagram might be their primary focus, but are they prepared to leverage TikTok’s shorter videos or LinkedIn’s professional tone if that fits your brand?
4. Verifying Their Return on Marketing Investment (ROMI)
In social media marketing, Return on Marketing Investment (ROMI) goes beyond just likes and shares. It measures the effectiveness of a campaign in monetary terms, showing whether the investment brings profitable returns.
How ROMI is Calculated
The formula for ROMI is straightforward:
A positive ROMI indicates a successful campaign. For instance, if they spent $10,000 and generated $50,000, the ROMI is 400%, meaning $4 was earned for every $1 spent. This focus on profitability helps determine whether their efforts will lead to real growth for your business.
5. Evaluating Follower Growth and Social Proof
Follower growth isn’t everything, but it provides a glimpse into an account’s effectiveness. A healthy growth rate (typically 1-3% monthly for established brands) signals that content resonates with audiences. This growth should be steady and natural, rather than sudden spikes that may indicate low-quality, purchased followers.
Why Follower Growth Matters:
- Audience Reach: Expanding your audience increases brand visibility and potential engagements.
- Quality Over Quantity: It’s better to have a smaller, engaged audience than a larger, disengaged one. Look for steady, organic growth over sudden spikes.
- Conversion Funnel Impact: New followers are often the first step in your social media sales funnel. If the contractor knows how to attract and nurture followers, it could translate into leads and sales.
6. Assessing Their Adaptability and Testing Approach
Social media isn’t static. Effective contractors adapt based on campaign performance and test different approaches to find what works best. Platforms like Meta and Google offer A/B testing tools, allowing them to compare variations of a campaign to see which performs better.
Ask if they:
- Use A/B Testing: Do they test different content types or ad formats to optimize engagement?
- Analyze and Apply Learnings: After a campaign, do they adjust based on what worked and what didn’t? Adaptability is key in social media, as trends, algorithms, and audience preferences shift constantly.
7. Checking Their Full-Funnel Awareness and Ability to Measure Results
A good social media specialist should see the big picture. Even if they only handle social media, they should understand how it ties into your overall marketing. For example, if they’re running an Instagram campaign, do they know how to track conversions on your website or understand how Google Analytics works?
Tools of the Trade:
- Google Analytics: For tracking website traffic and conversions.
- MetriCool or Similar: A useful tool for pulling data across platforms.
- Cost per Acquisition (CPA) and Return on Ad Spend (ROAS): If they run paid campaigns, these metrics help you assess the efficiency of their spending.
Final Thoughts on Hiring a 1099 Social Media Contractor
To sum it up, when you’re hiring a 1099 social media contractor, you’re looking for more than a good talker—you’re seeking someone who can walk the walk with measurable results. Look for a balanced portfolio of past work, engagement metrics, content adaptability, and the ability to generate ROI or ROMI.
Remember, social media isn’t just about gaining followers. It’s about translating that audience into tangible results for your business. Finding someone who can strategize, analyze, and adapt will make a huge difference in reaching your business goals.
That’s all for now, folks! Keep an eye out for my next blog in this series on optimizing your social media hiring strategy.
*data above from 11/11/2024
*data above from 11/11/2024