It’s not as easy as it sounds
It involves a plethora of skills such as photography/videography, copywriting, editing, analytical skills, marketing, community management, PR, design, sales, etc. While you don’t need to be the next Shakespeare, you do need to be able to write well, as you are responsible for representing your clients. And then you have to think about filing your own tax return and scaling your business on top of that!
Every client is your colleague
Sure, you could just do your own thing, use stock images and AI to write generic captions. But better content and engagement comes from getting to know each of your clients properly, as though you’re part of their in-house team. I try to chat with everyone involved with the business so I’m kept in the loop for any news or updates, and I regularly visit the venues I’m working with in person to capture my own content. Immersing myself into their world helps me understand their brand story, values and goals intimately. This connection allows me to tailor content that not only resonates with their audience but also aligns seamlessly with their brand.
You work even when you’re ill or on holiday
Being a freelancer means you get to decide when and how long you work for, which is great. But it also means that taking time off is not that straightforward, even when ill. Understanding clients will allow you to take it easy for a couple of days, but it can be a tricky situation if you’re out of action for a longer period, as social media is something that needs to be regularly updated. I try to schedule content in advance when I know I’m going away, but part of being a social media manager is keeping on top of comments and direct messages, so I’m often working whilst on holiday. It sounds inconvenient, but it’s well worth the trade for the freedom you get most of the time – work doesn’t feel like work when you’re sat on a sun lounger with a cocktail in hand!
The algorithm is not your friend
One day, your post might be a huge success and go viral; the next, you try the same strategy and it absolutely flops. Staying updated on algorithm changes across various social media platforms can be useful, but it’s not the be-all and end-all. It’s the unpredictable and constantly evolving rat race, and sometimes it’s not worth sacrificing creativity or authenticity for a few extra clicks. In my opinion, the ability to adapt, trend spot and experiment is more important.
Organisation is key
Balancing multiple clients and keeping on top of numerous social media platforms whilst maintaining your own social (not media) life can be overwhelming. Things can get out of hand, and you might find yourself working from the moment you wake up until you go to sleep. Utilise tools/apps to schedule posts in advance, create reports and plan your content calendars. Also, sticking to a routine and developing self-discipline and practicing time management helps. This is probably my weakness, but nobody’s perfect, eh?
Kerre has been a freelance social media manager for 5+ years. Her niche is working with independent foodie businesses. She also runs her own business, Independent Sheffield, and a food blog on Instagram, @theinsatiablefoodie.
