Social Media isn’t free
approx 4 minute read
Is the hidden cost of social media draining your time (and wallet)?
Running a business social media account sounds easy, right?
Snap a photo. Write a witty caption. Hit post. Job done.
Except, that’s not quite how it works.
In reality, social media is a bottomless pit of content demands.
A relentless cycle of brainstorming, posting, engaging, analysing, tweaking, and then doing it all over again.
And, despite best intentions, it often gets shoved onto someone already drowning in to-do lists.
For example, a marketing manager, office junior, or (gulp) the business owner. Sound familiar?
So, let’s talk about what social media actually costs you. Not just in money, but in time, energy, and, let’s be honest, sanity.
The three types of business social media strategies (or lack thereof)
Businesses tend to fall into one of three camps when it comes to managing their social media:
The ‘We’ve Got a Social Media Person’ Camp
These businesses have hired a dedicated social media whizz, meaning they get a steady stream of content, engagement, and strategy. Great, if you can afford it.
The ‘It’s Someone’s Side Hustle’ Camp
This is where most SMEs land. Social media gets tacked onto the job description of someone who already has a full-time role. They squeeze in posts between meetings, but strategy? What strategy?
The ‘The ‘We Outsource It’ Camp
Some businesses recognise that juggling social media alongside other tasks just doesn’t cut it. They hire a social media agency or freelancer to keep their accounts looking sharp and their engagement levels high.
Each of these has a cost, whether it’s financial or in lost productivity. Let’s break it down…
The cost of doing it yourself (or forcing someone else to)
If you’re giving social media duties to someone who already has a job, you’re not saving money… you’re stretching resources.
One study revealed that 78% of employees who manage social media also have additional responsibilities at their company.
This multitasking can dilute focus and efficiency in their primary responsibilities.
- Time is money. If your marketing manager is spending 10 hours a week on social media, that’s 10 hours they’re not using to develop strategies, launch campaigns, or grow the business.
- Burnout is real. Overloading employees leads to rushed content, inconsistent posting, and, eventually, a frustrated team member who either quits or does the bare minimum.
- Missed opportunities. Social media isn’t just about posting pretty pictures; it’s about engaging, optimising, and converting followers into customers. Without a proper strategy, you’re leaving money on the table.
Word of caution when it comes to social part-timers: Be diligent with user access. We’ve all heard the horror stories of former employees going off into the long grass… Along with the only admin access. Not much use when your meta business suite is on a gap year in Tibet.
Outsourcing might seem like an added expense, but it’s worth considering how much it would cost to hire someone in-house versus bringing in professionals without adding to payroll. For context, Nettl’s Business Social Media Package posts 5 days a week across 2 platforms for less than £300.
The cost of hiring in-house (brace yourself)
If you decide to hire a full-time social media manager, here’s what you’re looking at:
- Average UK salary for a Social Media Manager: £32,000–£45,000 per year.
- Employers’ NI Contributions: Now adding roughly 15% to the cost.
- Pension contributions, benefits, and software subscriptions: An extra few thousand a year.
That’s at least £40,000+ per year once you’ve factored everything in. And with the UK Autumn Budget increasing the National Living Wage and National Insurance contributions, hiring an employee is becoming even more expensive. But sometimes it is the right choice for your business, depending how crucial that role is currently.
The case for outsourcing: fixed costs, expert results
For many SMEs, outsourcing social media is the best of both worlds.
- You get a team of experts (strategists, content creators, ad specialists) for less than the cost of one full-time hire.
- You free up internal resources so your team can focus on what they do best.
- You avoid employment costs, such as national insurance, pensions, and holiday pay.
- You get consistency. Regular, professional content that actually moves the needle.
And, crucially, you don’t have to worry about social media all the time.
No more, “Who’s posting today?” or, “We haven’t updated Instagram in a month.”
What’s the best option for your business?
There’s no one-size-fits-all approach to social media.
But there is one universal truth: bad social media is worse than no social media.
If you’re struggling to keep up, posting inconsistently, or making it someone’s ‘extra’ job, it might be time to rethink the approach.
Whether that’s hiring a professional in-house or outsourcing to an agency, the real question is: what’s your time (and sanity) worth?
Need help figuring it out? Let’s chat.
We’re always up for a no-pressure natter about what’s best for your business.