The essentials
- The decisive criteria: proven results on accounts comparable to yours, a clear measurement method, the ability to produce video, responsiveness in moderation.
- Freelance or agency: a freelance for one or two networks and a direct relationship; an agency for continuity, regular video and crisis management.
- Process: the same brief sent to three candidates, a 45-minute interview, a scoring grid out of 100 points, a three-month trial period.
- Warning signs: a promise of followers, no questions about your customers, a refusal to leave you as administrator of the accounts, reporting limited to likes.
The community manager market is broad: junior freelances at €400 a month, agencies at €5,000, collectives, independents specialised by sector. The portfolios look alike and so do the promises. The choice comes down to verifiable criteria and to the quality of the questions the candidate asks you. This page gives the four-step selection method, the scoring grid and the signs that should lead you to rule out a provider, whatever the price.
Freelance or agency: the right profile for the need
| Situation | Recommended profile | Why |
|---|---|---|
| 1 to 2 networks, under €1,500 a month, owner involved | Experienced freelance | Direct relationship, flexibility, detailed knowledge of the business |
| Weekly video, 3 networks or more | Agency or collective | Filming and editing skills, production capacity |
| Regulated or exposed sector (health, finance, consumer) | Agency with experience of the sector | Crisis management, legal sign-off, continuity of service |
| Recruitment and employer brand | Freelance or agency specialised in LinkedIn | The tone and the formats differ from commercial content |
| Network of outlets or franchise | Agency equipped for multiple accounts | Local adaptation, centralised sign-off, consolidated reporting |
The budget and the scope are set before consulting anyone; the price ranges are in outsourced SMO budget: 2026 rates.
The criteria that predict quality
- Results on comparable accounts: ask for two or three accounts managed for more than six months, in a business of similar size and sector, with the change in reach and engagement, not just followers.
- An explicit measurement method: the candidate must explain which metrics they track, how they calculate them and how often they present them. Reporting limited to followers and likes is not enough; see the deliverables of an SMO provider.
- Video capacity: in 2026, a provider who does not produce short video deprives you of the most widely distributed format. Ask for examples they edited themselves.
- Moderation: the committed response time for comments and messages (24 working hours is the norm), the procedure in the event of a negative review or a crisis.
- Knowledge of your customer: the questions asked about your targets, your sales objections and your sales cycle say more than the presentation.
- The organisation: a single point of contact, the sign-off process proposed, the tools used, cover in the event of absence.
The questions to ask in an interview
- “On account X that you manage, what is the average reach per post and how has it changed over a year?”
- “Which metric would tell you, at three months, that the assignment is not working?”
- “How do you get the raw material: photos, information, testimonials? What do you ask of my teams?”
- “What do you do with a negative public comment on a Saturday evening?”
- “Who writes, who edits the videos, who answers the messages?” (in an agency, the salesperson is not always the one who does the work)
- “How do you measure the traffic and the enquiries coming from social media?” The right answer mentions tagged links and GA4; see social conversions in GA4.
- “What happens to the accounts, the visuals and the calendars if we stop?”
The scoring grid
Score each candidate on the same criteria, after the interview, from the same SMO brief sent to all of them:
| Criterion | Points | What earns full marks |
|---|---|---|
| Proven results on comparable accounts | 25 | Reach and engagement figures over 12 months, verifiable sources |
| Understanding of your customers and objectives | 20 | Relevant questions, accurate reformulation, proposal matched to the brief |
| Measurement method and reporting | 15 | KPIs tied to the objectives, access to the data, monthly review |
| Production capacity (video, visuals, copywriting) | 15 | Examples produced in-house, realistic pace |
| Organisation and moderation | 15 | Single point of contact, deadlines, crisis procedure, cover |
| Price relative to the hours included | 10 | Breakdown of hours by task, clear scope, exit terms |
A candidate under 60 points is ruled out whatever the price. Between two close candidates, choose the one who asked the most questions about your customers.
The signs that should make you walk away
- A promise of a number of followers or of virality: followers can be bought, results cannot be guaranteed.
- A refusal to leave you as main administrator of all the pages, or accounts created under the provider’s email address.
- Reporting with no reach and no clicks, or no mention of GA4 and tagged links.
- A standard offer that is the same whatever the brief, with no questions in return.
- A 12-month commitment with no trial period and no exit clause.
- Example posts visibly generated without review: the same turns of phrase, the same stock visuals, no real photo of the client company.
The other pitfalls in the relationship with a provider, once the assignment has started, are detailed in SMO provider: the pitfalls to avoid.
Starting the collaboration on the right footing
Start with a three-month trial period with a quantified interim objective (for example average reach per post up 30%, response time met 100% of the time). Plan a half-day onboarding on site: a tour, meeting the teams, collecting photos, a list of customer questions. Set the monthly review from the first month and give the provider read access to the dashboard that consolidates the social networks and GA4, so that the figures discussed are the same on both sides.
How GreenRed helps
Rather than juggling several tools, GreenRed's Social media module brings these metrics together in a single dashboard, compares them over time and tells you which actions come first. You can try it free, with no card, from the Pricing.
Frequently asked questions
Can a junior freelance community manager be enough for an SME?
Yes for one or two networks at a moderate pace, provided the owner supplies the raw material and approves the editorial line. A junior executes well but often lacks strategic perspective and video skills. Plan an audit or an initial strategy carried out by an experienced profile, then execution by the junior.
Should you choose a provider specialised in your sector?
It is a real advantage in regulated or technical sectors (health, finance, industry, construction) where the vocabulary and the constraints matter. Otherwise, method, production capacity and curiosity about your customers weigh more than sector experience. Above all, check that they do not manage a direct competitor.
How many candidates should you consult and how long should you allow?
Three candidates with the same brief is enough. Allow three to four weeks between sending the brief, the 45-minute interviews, receiving the proposals and the decision. A longer process loses the good profiles, who are often already busy, and delays the start without improving the choice.
How do you compare very different quotes?
Reduce each quote to the number of hours included by task (creation, video editing, moderation, reporting) and the number of posts per network. Two €1,500 packages can contain 12 or 25 hours. Also check what is excluded: tools, photo shoots, paid promotion, onboarding fees, exit terms.