What Does a Social Media Virtual Assistant Do and How Do I Hire One?

Your marketing team is drowning in content demands. Every platform needs daily posts, engagement responses land in limbo for days, and campaign execution keeps getting pushed because no one has the bandwidth. Meanwhile, your competitors are posting consistently, responding in minutes, and running campaigns that actually convert.

This isn't just about being too busy—when social media falls through the cracks, you lose momentum with your audience, miss trends that could drive visibility, and watch potential customers move on to brands that show up consistently. 

The cost isn't just time; it's revenue left on the table and market share handed to competitors who found a way to scale their social presence without burning out their core team.

This guide shows you how to hire a social media virtual assistant who can take ownership of your social strategy—from content creation and scheduling to engagement and analytics. You'll learn what to look for in candidates, how to structure the hiring process, and why Latin America has become the go-to region for companies that need skilled social media assistants but have a limited budget to spend.

What Are Social Media Virtual Assistants?

A social media virtual assistant is a remote professional who manages your business's online presence across social channels, handling everything from content creation and scheduling to engagement and analytics.

They are essentially a social media expert and an alternative if you don't have the funds to hire an in-office, US-based social media manager or the bandwidth to do everything yourself.

By leveraging their expertise, SMVAs curate, create, and post content; engage with followers; and monitor social media activities. They help clients streamline their social strategy, optimize their messaging, and increase brand visibility and engagement.

What Are the Services of a Social Media Virtual Assistant?

Social media VAs offer comprehensive services, including account setup, content creation, scheduling, community management, paid advertising, analytics reporting, and influencer outreach to maximize your brand's social presence.

Some of the essential tasks and roles they take on include:

Account setup

If you don't have them already, a VA skilled in social media will set up the necessary social media profiles for your business. This includes creating optimized bios and descriptions, designing and uploading profile and cover pictures, and ensuring branding consistency across all platforms.

They may also help with platform-specific features, such as business pages on Facebook or setting up a LinkedIn company page.

Content creation

Social media assistants create compelling, shareable content to attract and engage your target audience. They may craft blog posts, source and edit images, design graphics, and create or curate video content, all while ensuring the content aligns with your brand voice, objectives, and target audience’s interests.

Video, in particular, is having a huge growth period on social media. Nearly 90% of customers now say they have been convinced to buy a product or service by watching a video—up from 73% in 2015. 

Content scheduling

A well-structured content calendar outlining when and where posts will be published is critical to establish consistency. Virtual assistants schedule posts in advance using social media management tools, ensuring post frequency and the optimal timing for maximum engagement.

Social media management

The daily management of social media accounts is a time-consuming task. A social media VA takes care of curating and sharing relevant third-party content; monitoring and responding to comments, messages, and mentions; and maintaining your online reputation by addressing both positive and negative feedback. 

Social media advertising

A social media assistant is experienced in the creation and management of targeted ad campaigns on platforms like Facebook, Instagram, and LinkedIn. They help define campaign objectives and create, test, and optimize ads to reach the right audience while managing budgets and maximizing ROI.

Analytics and reporting

Regular monitoring and analysis of social media performance is crucial for ensuring the success of your strategy. Your social media VA should track various metrics, such as engagement, reach, and conversions, and provide regular reports that offer valuable insights into what’s working well and what needs improvement.

Influencer outreach

Influencer marketing, while effective, can be a difficult needle to thread. It requires a good understanding of your target audience and their quirks, as the wrong influencer can quickly turn a market against your brand. 

Still, the worldwide influencer marketing industry is expected to pass $20 billion in 2023, showing it can still be valuable if done correctly. 

A social media VA may help identify potential influencers in your niche, establish partnerships, and coordinate sponsored content or product promotions, further expanding your brand’s reach.

Audience engagement

Building relationships with your followers is critical to fostering brand loyalty. Social media VAs proactively engage with your audience, responding to comments or messages and encouraging conversations around your content. 

They also monitor and participate in relevant online discussions, helping your brand be more accessible and relatable to your target community.

What Qualities Should You Look for in a Social Media Virtual Assistant?

When hiring a social media VA, prioritize strategic thinking over just posting ability, reliable communication skills, and demonstrated expertise across relevant social platforms with measurable results.

Like any hire, when recruiting a social media VA, it's essential to identify key qualities and attributes to ensure their effectiveness. Here are some characteristics to consider:

Reliability

With social media often needing quick turnarounds or speedy reactions, your virtual assistant has to be dependable.

You need someone who consistently delivers high-quality work on time, efficiently manages multiple tasks, and responds promptly to any questions or concerns.

Communication

Effective communication is crucial when working with a remote professional. A skilled SMVA will be able to express themselves through written and verbal means clearly, regularly update you on project progress, and proactively ask for clarification or guidance when needed.

You also want to be assured that they have the communication skills to effectively communicate with your clients or customers over social channels. 

Attention to detail

The littlest mistake can be blown out of proportion on social media. An SMVA should be thorough in their work, ensuring grammar, spelling, and design elements are polished, as well as making sure that all shared content complies with your brand’s voice and tone guidelines and accurately reflects your message.

Social media expertise

An adept social media assistant should possess specialized knowledge of various platforms, algorithms, and best practices. They should be comfortable navigating and adapting to each platform's unique features and staying current with industry trends and social media tools.

According to one of our recruiters, when evaluating more senior social media candidates, it's essential to ask them to walk through a campaign they led from idea to execution. 

Leading a campaign shows creativity, thought process, and organization. Just posting content isn’t the same as being the brains behind the whole strategy process.

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This question reveals whether candidates can think strategically beyond just posting.

Creativity

The ability to think creatively will help your SMVA develop compelling content that stands out and resonates with your audience. They should not only be skilled in creating visually appealing posts but also excel at crafting engaging and well-written social media captions, hashtags, and messaging.

Flexibility

Social media is an ever-changing landscape that requires a high level of adaptability. Your SMVA should be flexible and open to changes in platform algorithms, industry trends, and client preferences, continuously adjusting their strategies to ensure optimal results.

Positive attitude

A positive attitude can make a significant difference in developing a productive working relationship with your virtual assistant. An enthusiastic and motivated SMVA will be eager to take on challenges and find creative solutions to problems, ultimately raising your brand’s online presence and engaging customers through effective social media posts.

Why Hiring a Remote Social Media Assistant in Latin America Is a Great Choice

Latin America offers highly skilled social media professionals with US cultural alignment, overlapping time zones, and costs 50–70% lower than equivalent US hires, making it the ideal region for scaling your social media operations.

Cost savings over hiring in the US

According to Near's State of LatAm Hiring Report, which analyzed over 1,000 placements, marketing roles represent 11% of all LatAm hires, with companies achieving average cost savings of up to 70% compared to US hiring. 

For social media managers, for example, you can expect to pay 

• $1,500–$2,000 monthly for junior-level talent
• $2,000–$3,000 for mid-level
• $3,000–$4,000 for senior professionals

Better time zone alignment compared to hiring in Asia or Eastern Europe

Time zone alignment is another critical advantage. Unlike offshore regions in Asia or Eastern Europe, Latin American professionals work during US business hours, enabling real-time collaboration on campaigns, faster response to social media crises, and immediate adjustments to trending content. 

This matters especially for social media roles where timing can make or break a campaign's success.

The quality of talent consistently surprises US companies. Our recruiters report that LatAm social media candidates often have experience working with US startups or US clients, understand American consumer behavior and cultural references, and bring a self-taught or agency-trained mindset that companies value. 

Many candidates are bilingual, allowing you to serve both English and Spanish-speaking audiences without separate hires. 

Companies like Candid Consulting have successfully hired Google-level marketing talent in Latin America, while Propensity built a high-performing marketing team with Near and doubled their leads. These results aren't outliers—they're what happens when you tap into a talent market with strong fundamentals, cultural alignment, and cost efficiency.

Further reading: Why More US Businesses Are Hiring in Latin America: What We Learned from Talking to 2,000 Hiring Managers

How To Hire a Social Media Virtual Assistant

To hire an effective social media VA, define specific platform needs and strategic responsibilities first, then assess candidates through campaign case studies and content calendar tests that reveal their ability to own outcomes beyond just posting.

Hiring a social media VA doesn't have to be a complicated process. Following these steps can guide you toward finding the right candidate:

Define your needs

Start by identifying the specific tasks and responsibilities you would like your SMVA to handle, such as content creation, scheduling, or social media advertising. 

Be clear about your goals, the social media channels you want to focus on, and your target audience to ensure you find the right assistant with the necessary skills and experience level.

Remember that familiarity with one platform does not guarantee success on another. If someone has experience with Facebook, they may not necessarily be the right choice to run a TikTok or Instagram campaign. Defining the short and long-term needs of your social media marketing efforts should help pare down the applications.

When writing your job description, be specific about what your company wants and expects. One of our recruiters advises: 

Be specific about what success in this position would look like, how much creative freedom the candidate would have, and what the company's “voice” is. 

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This helps attract candidates who understand the role and can self-select if they're a good fit.

Some of the skills you may want to consider and include in your job description, depending on your specific needs, include:

• Basic video editing and graphic design skills
• Familiarity with specific social media tools
• Familiarity with email marketing (while not technically in the realm of social media, you may be able to find a VA who can take on your email campaigns as well)
• Experience planning content and scheduling posts 
• Familiarity with social media metrics
• Community management experience
• Blog article writing and/or editing
• Awareness of social media trends

Look for candidates

Search for potential candidates on freelancer platforms (Upwork, Fiverr, etc), specialized virtual assistant agencies, or social media networks. Browse their profiles and portfolios to better understand their work quality, experience, and areas of expertise.

Agencies that specialize in finding top social media talent for you, like Near, can help your recruitment process. At Near, we leverage our vast network of candidates in Latin America who are qualified and ready to work to get you up and running with a social media manager or virtual assistant in no time.

Conduct interviews

Prepare a list of relevant interview questions that cover topics such as their experience with specific platforms, content creation abilities, and familiarity with your industry or niche. 

Here are some examples to use:

• Have you worked with clients in our industry before? If so, can you provide examples of your work and results?
• How do you develop a social media content strategy for a new client?
• How do you measure social media performance, and what key performance indicators (KPIs) do you typically focus on?
• How would you handle a negative customer comment or crisis situation on social media?
• Have you ever reached out to influencers for partnerships? If yes, please explain your approach and the results obtained.
• Can you describe a social media campaign or project where you achieved significant success and what you believe contributed to that success?
• Are you familiar with our target audience, and can you suggest ways to specifically engage them through social media content?

Use video conferencing tools to interview candidates and gauge how well they communicate, show enthusiasm, and display their expertise.

This is also where you begin your salary negotiations. The expected range for social media VAs is anywhere from $1,000 to $1,500 monthly, depending on experience and location. 

Check references

Request references from previous clients or employers. Reach out and inquire about the candidate’s reliability, professionalism, and effectiveness as a social media VA.

Set expectations

Before hiring a VA to handle your social media, clearly outline your expectations concerning their working hours, communication methods, and preferred project management tools. Discuss deadlines, performance metrics, and any training that may be required. Ensure you both understand the expectations.

Establish trial period

Consider offering a trial period or a small paid project to assess the candidate's real-world performance. This provides an opportunity to evaluate their abilities, the quality of their work, and their ability to meet deadlines and communicate effectively.

However, be cautious about lengthy selection processes. One of our recruiters warns that "lengthy selection processes result in losing top talent along the way." Keep your hiring timeline efficient to secure the best candidates before competitors do.

Provide feedback

One of an employer’s most important responsibilities is to give employees actionable performance reviews. 

After the trial period, provide constructive feedback on areas where the social media assistant has performed well and where they may need improvement. Discuss any adjustments that may be required before moving forward with a long-term working relationship.

Remember, hiring a VA is an investment in your business, and finding the right candidate will ultimately pay off in increased productivity and a more effective social media strategy.

Further reading: Comprehensive Guide to Hiring a Social Media Manager

Final Thoughts

Social media isn't something you can afford to let slip. When your competitors are posting consistently, engaging their audience, and converting followers into customers, an inconsistent social presence directly costs you market share and revenue.

Hiring a social media assistant, social media manager, or virtual assistant with experience in social media—particularly from Latin America—gives you professional-level social media management at a fraction of US costs, with the time zone alignment needed for real-time responsiveness and the cultural understanding that makes content actually resonate with your audience.

Near specializes in connecting US companies with exceptional social media and other marketing professionals and virtual assistants across Latin America. 

Our process is straightforward: we learn your needs, present qualified candidates within days, and you interview for free before making any commitments. We also offer a 180-day replacement guarantee—if the hire doesn't work out, we'll find you someone new at no additional cost.

Ready to build a social media presence that actually drives results? Book a free consultation to understand our process and get salary benchmarks for the exact role and seniority level you want to hire for.