Episode Overview

Podcast: Social Media Decoded
Host: Michelle Thames
Episode: Social Media Manager vs Strategist: Which One Do You Actually Need?
Date: January 27, 2026

Michelle Thames breaks down the crucial distinction between a Social Media Manager and a Social Media Strategist, highlighting how choosing the right role at the right time can prevent wasted effort, save money, and drive better business results. This episode is a must-listen for entrepreneurs, brands, and business owners who may be unsure about how to build the right social media team and avoid common hiring mistakes.

Key Discussion Points & Insights

1. Defining the Roles: Manager vs. Strategist

• Manager = Executor:
  • Schedules posts, writes captions, manages comments and inboxes, keeps the feed active.
  • Focuses on consistent activity.
• Strategist = Planner:
  • Designs the content plan, identifies target audiences, aligns posts with business goals, and creates a clear strategy.
  • Makes big-picture decisions that guide execution.

Quote:

“A social media manager executes. A social media strategist designs the plan.”
(Michelle Thames, 01:08)

• Many business owners mistakenly hire for execution (a manager) without having any direction (strategy).
• Merely posting does not guarantee growth or conversions—posting without strategy is “just activity.”

Quote:

“Posting without a strategy is just activity. Ooh, that's a bar.”
(Michelle Thames, 02:25)

2. The Cost of Skipping Strategy

• Hiring for execution first may appear cost-effective, but actually leads to waste—costly months of ineffective content, restarts, multiple hires, and stagnation.
• Strategy clarifies what to post, where to focus, and what to avoid, making execution much more impactful.

Quote:

“Hiring strategy first actually costs less long term.”
(Michelle Thames, 03:02)

• Execution without strategy amplifies confusion and wasted efforts instead of results.

3. Blended Roles: When Manager & Strategist Combine

• Some agencies or freelancers offer both skillsets; often, these are separate.
• Be explicit about the scope when hiring—don’t assume a manager will provide strategy.

Quote:

“Now I’m not saying a social media manager can’t be a strategist, but most of the time they’re not.”
(Michelle Thames, 04:15)

4. Common Hiring Mistakes

Michelle lists the most frequent pitfalls she observes:

• Mistake #1: Hiring based on aesthetics
  • A pretty feed ≠ a strategic feed.
• Mistake #2: Expecting managers to make strategic decisions
  • Clarify what the role actually covers, and ensure contracts are clear.
• Mistake #3: Not knowing what success looks like
  • If you don’t define your social media goals, no one else can deliver them.
• Team Silos:
  • Social and marketing teams must work together; isolating them leads to inefficiency.

Quote:

“A pretty feed does not mean a strategic one, okay?”
(Michelle Thames, 05:45)

Quote:

“The best outcomes happen when roles are clear. And when the social media and marketing team talk together.”
(Michelle Thames, 07:20)

5. Which Role Do You Actually Need?

• If you’re starting out, pivoting, or not seeing conversions—start with strategy.
• If you already have clarity and systems in place, a manager can help you scale.

Quote:

“If you're early, pivoting or not converting yet, you need strategy. You do not need a social media manager yet.”
(Michelle Thames, 08:16)

• It’s not about titles—timing is everything.
• Always ensure you know what you want a manager to execute before you hire.

6. Michelle’s Personal Advice & Offerings

• Michelle’s agency helps brands clarify their positioning and content direction before providing execution.
• For ongoing strategy and guidance, she offers the Elevated Empower Collective for women entrepreneurs.
• The episode embeds genuine care:

  “Please, please, I beg you on this podcast, and I’m saying that with love... most people, you don’t even know what you want the person to execute, which makes it such a messy situation.”
  (Michelle Thames, 09:35)

Memorable Quotes & Timestamps

• “Posting without strategy is just activity.” (02:25)
• “Strategy answers the questions before anything goes live.” (02:28)
• “Strategy prevents wasted effort.” (03:15)
• “…execution amplifies strategy, it doesn't replace it.” (03:32)
• “A pretty feed does not mean a strategic one, okay?” (05:45)
• “The best outcomes happen when roles are clear.” (07:20)
• “If you can't clearly say what you want social media to do for your business? Red flag.” (06:52)
• “If you're early, pivoting or not converting yet, you need strategy.” (08:16)

Key Timestamps

• [00:45] — Introduction to the episode’s purpose and topic
• [01:08] — Core distinction: Manager vs. Strategist
• [02:25] — Why posting without strategy is wasted effort
• [03:02] — How strategy saves money in the long run
• [05:45] — Biggest hiring mistakes and their consequences
• [07:20] — Importance of clarity and team integration
• [08:16] — How to decide which role you need and when

Conclusion

Michelle Thames urges listeners to pause and reflect before hiring social media support, emphasizing that clarity and strategy lay the foundation for all successful execution. By understanding and respecting the difference between a strategist and a manager, businesses can avoid wasted resources, confusion, and disappointing results.

Actionable takeaway:
If you’re not sure what to execute on social media, start with strategy—or seek expert help—before you consider hiring a manager.

Final advice:
“Please, please, I beg you on this podcast, and I’m saying that with love... most people, you don’t even know what you want the person to execute, which makes it such a messy situation.” (09:35)