What Does a Social Media Consultant Do?

After email marketing, social media stands strong as the most popular marketing channel for both B2C and B2B businesses. The advantages are clear: for starters, over half the world’s population is on social media, so the potential reach is staggering.

However, the millions of businesses using social media to reach new customers and drive sales find themselves facing increasing competition in an algorithm that is, let’s face it, pretty ruthless. If your content doesn’t perform, it’ll get lost in the noise.

That’s where a social media consultant comes in. More and more companies recognize the need to take on experienced professionals who really understand social media inside-out in a way in-house staff may not be able to.

The stats on this are clear: 24% of small business owners feel they need help targeting their audience online, and 21% specifically seek help building their brand on social media.

If you’re one of those business owners or marketing heads looking to up your social media game, you’ve come to the right place. Today, we’re going to explore what a social media management consultant really does and give you the expert advice you need on choosing one.

What is a Social Media Consultant?

If you already have a social media manager, you might be thinking, “why should I hire a social media consultant?”

The truth is, the two roles are very different. A social media manager is in charge of creating and posting content. A social media consultant (sometimes called a “social media strategy consultant” or something similar) has a job that goes beyond that.

A social media consultant is there to:

• Build and grow your brand presence online
• Align your social media efforts with your overall business goals
• Optimize your outreach strategies for more impact

A social media consultant might not be in charge of physically posting content; rather, it’s their job to provide the expert guidance your business needs to really leave a mark in your market.

That means they’re not an in-house member of staff. A business will usually hire a consultant on a project or retainer basis.

Core Responsibilities of a Social Media Consultant

Every social media consultant will do things differently. There’s no one-size-fits-all approach to consultancy. It may depend if you’re hiring a freelance social media consultant who has expertise in your specific niche, for instance, or working with a large B2B social media consultant agency.

However, most consultants will have similar responsibilities. In short, those are to:

• Diagnose problems
• Develop strategy
• Guide execution

But there’s a lot more to that in practice. A more comprehensive list might include:

• Auditing your current social accounts
• Identifying growth opportunities
• Mapping out a content plan
• Providing platform-specific recommendations (think Instagram Reels strategy vs. LinkedIn thought leadership)
• Building a posting calendar
• Staying on top of platform updates and trends

Who Needs a Social Media Consultant?

It’s a common myth that professional social media consultants are only for big brands. In reality, there are millions of businesses that could benefit from one. And yes, that includes small businesses with tight budgets.

Almost any business that wants to aim higher but simply lacks the expertise to succeed on social media should consider hiring a consultant. Here are just a few people who could benefit:

• Startup founders - you may need help defining your brand voice and image to launch with real impact.
• Marketing heads of established brands - you have a brand image, but may need a fresh perspective or someone to troubleshoot declining reach.
  Influencers & personal brands - can benefit from personalized guidance on monetization and audience expansion.

It’s not always about plugging a knowledge gap, either. Sometimes, a business simply wants faster results. In that case, a professional social media consultant could be worth considering to fast-track your success!

Benefits of Hiring a Social Media Consultant

When you hire a social media consultant, you gain instant access to a high level of expertise - the expertise you need to get ahead of the competition.

Here are just a few advantages that might sway you:

• Save time - when you hire a pro consultant, you’ll get proven strategies and platform-specific knowledge that can take months (or years) to develop in-house.
• Avoid costly mistakes - consultants already know how to avoid wasting ad spend or chasing the wrong metrics and fast-track what’s working without expensive trial and error.
• Objectivity - internal teams can get too close to the brand. A consultant provides outside perspective and clarity.
• Long-term value - many consultants train your team as they go, leaving you stronger and more self-sufficient over time.
• No long-term commitment - you can hire a social media consultant for a certain period or even just a single project. That saves you the financial commitment of hiring an in-house expert.

How Much Does a Social Media Consultant Cost?

Before you jump in and hire the first freelancer or agency you come across, there’s one more consideration. And a big one, at that: cost.

Social media consultancy doesn’t have to cost a fortune. In fact, for many SMEs, hiring an external consultant is actually a much more affordable, cost-effective alternative to training an in-house expert.

That said, the cost of hiring a social media consultant can range widely. It all depends on what you need and who you’re working with.

But pricing isn’t just about hours or deliverables. It’s about value: how much experience can the consultant offer? How deep are the insights they provide? How effective are their performance improvements?

Standard Pricing Models

There are three common pricing models freelance social media consultants and consultancy agencies use. Here’s a quick breakdown:

• Hourly rates - this is where the consultant (or agency) charges per hour. The rates will usually be between $100 and $150. This is great for short-term, ad-hoc help, but might not be an ideal long-term solution. If a consultant does hundreds of hours of work - well, you do the math.
• Project-based - when a consultant charges per project. Say, a one-time audit with a content plan, or a full campaign launch. Usually, you’d sit down with the consultant before signing up and they’d give you a tailored price. Projects vary a lot in scope, so prices will too; expect to pay anything from $500 to $5,000+.
• Retainers - these provide ongoing support and strategy. They’ll often bill monthly (like a salary, only temporary). You could pay between $1,500 to $10,000+. It depends on their level of experience and expertise.

As you can see, each model suits a different need. We could say hourly is flexible and project-based is more goal-driven, while retainers are better for businesses who need long-term growth.

Factors That Affect Pricing

Pricing ranges vary a lot. You could technically pay anything from $100 to $10,000+ for a professional social media consultant.

This comes down to a few factors:

• Experience - put simply, a consultant with 10+ years and Fortune 500 clients will charge more than someone newer to the field.
• Scope - what you actually need the consultant for makes all the difference. Are you hiring for strategy only, or do you want hands-on content creation, too? How big is your project?
• Platform complexity - that’s right, not all social media platforms are the same. Managing LinkedIn thought leadership is different from running a high-volume TikTok campaign.
• Niche expertise - does the consultant have a deep understanding of your particular niche (say, e-commerce or SaaS)?
• Location - where the freelancer/agency can also affect pricing, although, in 2025, fully remote consultancy can more or less eliminate this factor.

Cost vs Value: What You’re Really Paying For

If you take one thing away from this section, let it be this: the dollar amount isn’t everything. It’s easy to simply go for the cheapest option you can, but that’s not always the best way. It’s better to spend and recoup $1,000 than waste $100.

The real value of social media consultancy is in outcomes. A really skilled consultant can help you:

• Avoid costly missteps
• Unlock faster growth
• Improve ROI on your content and ads

All of which adds to your bottom line. You’re paying for the knowledge that fuels your growth.

For example, a $3,000/month retainer might sound steep, but if that strategy helps you land five new clients or improve conversion rates, it pays for itself. It’s better than paying $1,000 for a few posts that don’t go anywhere.

So, when you’re researching social media consultants to hire, take a moment to look at their testimonials. This is where you’ll find their real value, not their pricing page!

How to Vet a Social Media Consultant Before Hiring

A big following or flashy branding can be nice, but neither should be the metric by which you choose your consultant. It’s about finding the right fit for your business goals.

The problem is, in 2025, the market is saturated with amateurs who are very good at marketing themselves. That’s something to watch out for.

So, let’s break down how to vet a social media consultant before you sign the dotted line:

Look at Real-World Results

Every consultant or agency’s website says they’re “the best”. But you can’t just take their word for it. Don’t be afraid to ask for proof. Specifically, proof that really shows exactly how they’ve driven growth (with stats) or solved a real problem.

For example, a legit consultant should be able to provide:

• Case studies
• Performance metrics
• Client testimonials

But look beyond “they really helped me improve my social media presence!” You want to see results that actually match your goals: did they grow engagement? Improve conversions?

Launch a successful product via social? Bonus points if they’ve worked in your industry or with similar-sized brands.

Steer clear of vanity metrics like follower counts. Those can be deceiving. Prioritize ROI-focused outcomes instead!

Ask the Right Questions

So, you’ve booked a consultation. Now, it’s time to really dig in. This is your chance to really see if they’ve got what it takes to skyrocket your metrics.

Don’t rely on simplistic questions like “what platforms do you specialize in?”

Instead, try:

• What’s your process for building a social strategy?
• How do you measure success?
• Can you walk me through a client win you’re proud of and why it worked?
• How do you stay on top of platform changes?

Here’s a good tip for interviewing consultants: don’t just test their knowledge. You want to understand how they think and solve problems. Anyone who can’t explain that should immediately be struck off your list.

Red Flags to Watch For

Before we move on, we’re going to save you some time by highlighting a few red flags that immediately indicate a social media consultant may not be the “real deal”. Be wary of anyone who:

• Guarantees quick results - social media is a long game. No one can hack the algorithm reliably. Stay away from phrases like “go viral”.
• Gives vague answers - you want specifics, like detailed case studies, not unprovable platitudes.
• Doesn’t personalize their approach - if they can’t tailor strategy to your business model or ask questions about your goals, that’s a problem.
• Over-emphasizes aesthetics - great visuals are cool, and helpful, but they’re nothing without solid metrics!

In-House vs Social Media Consultant: Which One’s Better?

There’s a time and a place for both in-house experts and external social media management consultants. It all comes down to your stage and your goals (and, of course, your budget).

Let’s break it down.

A full-time, in-house social media manager is best if you:

• Need daily execution and internal alignment - if you want a staff member who’s fully aligned with your team and is constantly on-hand to execute your social media strategy, an in-house manager could be for you.
• Want continuity - you might not want to bring on a new consultant for every project. In this case, internal might be the way forward.
• Have a high budget - a full-time, in-house professional can cost between $45K and $80K a year, sometimes more. That’s a big expense.

A social media consultant is best if you:

• Are early-stage - get the benefits of an in-house social media expert without the salary expense.
  Need high-level strategy - remember, consultants don’t just post content; they provide overarching strategy direction that pushes you forward.
• Want to fix underperforming channels - a professional social media audit can identify deep problems and provide solutions.
• Value speed - expert consultants can dedicate more time to deep research, meaning they often spot trends and solutions faster.
• Higher ROI per dollar - if you don’t yet need 40 hours/week of social work, consultants offer more bang for your buck.
• Can’t afford a full-time hire - consultants tend to be cheaper, at least per project, than in-house staff.

When to Bring a Consultant Onboard

Hiring a social media advertising consultant or management consultant might seem like a good idea. But how do you know when the time is right to actually start making calls?

There are a few pointers that could indicate it’s time to take the plunge:

• You’re launching a new brand - day one is a perfect time to hire a consultant as they can give you the direction you need to get off to a flying start.
• You’re pivoting strategy - you need a new direction.
• Your socials are underperforming - if you’re noticing consistent diminishing returns on your social media, a consultant could help.
• Your engagement is flat - everything’s in place but customers aren’t engaging with your posts.
• Your team lacks channel-specific expertise - you're new to a specific channel and want to start strong.
• Your ad spend isn’t converting - no matter how much you spend on ads, it doesn’t seem to translate into revenue. A consultant can help with targeting.

How to Make the Most of Your Consultant Engagement

It’s one thing to hire a social media consultant. It’s another to have a productive relationship with them. Sadly, too many consultant-client relationships don’t reach their full potential, or worse, turn sour.

Here are some tips to avoid that:

• Set clear goals - right from the outset, both you and your consultant should outline exactly what you want to achieve. Are you after growth, conversion, brand awareness?
• Share assets - Make sure the consultant has all the materials they need on brand guidelines, audience personas, past campaign data, and more up front.
• Be open to feedback - that’s right, feedback isn’t just for the consultant. They might also give you some, which you should be willing to take on board.
• Schedule regular check-ins - don’t just leave the consultant to it. Instead, catch up regularly to stay aligned and measure progress.

Finally, and perhaps most importantly, don’t just treat a consultant like a temporary worker - think of it like a partnership!

Where to Find a Reputable Social Media Consultant

There are thousands of freelancers and agencies out there. If you do all your research on Google, you could be out of business by the time you find the right consultant. So, here are a few good places to start your search:

• LinkedIn - LinkedIn is a goldmine for finding professionals. That’s because it’s more than just a landing page; you can often spot top talent by their thought leadership or who they’ve worked with. Just make sure to use keyword filters like “social media strategist” or “Instagram growth consultant”.
• Specialized marketplaces - sites like Upwork and Growth Collective actually vet candidates for you, which is half the job already done.
• Referrals - referrals from niche communities (Slack groups, Discord servers) are gold. Ask founders or marketers in your space who they trust.

We’ll leave you with one final tip: please, don’t just hire the top Fiverr result based on ratings alone. Cheap, fast solutions can make a lot of headway on Fiverr, but results can be mixed.

Luckily, you’re already in the right place! Influize is an experienced, trusted social media and PR consultancy that drives real results for businesses just like yours across the web. Contact our team today to find out more!