GUIDE

3 Steps to
Negotiating Your
Salary as a Social
Media Manager
The rockstars. The make-it-happen-ers.

Social media
managers do it all.
And it’s about damn time they got This comprehensive guide will equip
paid what they’re worth. you with the knowledge to navigate your
salary with confidence. We’ll cover how
And while talking about money can be
to broach the topic of salary negotiation,
intimidating­—especially with your boss,
provide email templates for initiating the
or when a job is on the line—our research
conversation, offer talking points and tips
actually shows that 74%* of social
for negotiating, and outline a few ways
marketers who ask for more money, get it.
to frame your value as a social marketer
So let’s get to it! —in language that even the most prickly
executive will understand.

*Hootsuite, State of the Social Media Marketer, 2023

2 The Ultimate Salary Negotiation Guide

Step 1
Introduce the Topic
of Salary Negotiation
Research and preparation
There are a couple of scenarios
where compensation increases typically
happen: raises and promotions.
Know up front which one you’re asking
for and build your case accordingly.
Either way, you’re negotiating salary,
but for a promotion, you’ll also be
discussing a change in title and increase
in responsibilities or scope.
Before starting a salary negotiation,
conduct thorough research to
understand the market value for social
media managers in general, as well as
in your industry and location. Websites
like Glassdoor, Salary.com, and Payscale
—along with Hootsuite’s own social
media manager salary research—can
give you insight into what folks around
3 The Ultimate Salary Negotiation Guide
you are making. Use these resources
to determine how much you’re asking
for and back up your request.
Schedule a meeting
Request a meeting with your boss or
recruiter to discuss your comp. If you’re
negotiating for a new position, express
your interest in the role and inquire about
the salary range during the interview
process. If you’re negotiating your salary
for a position you already have, that’s
a different story.
Our research tells us that nearly half
of social media managers have been
promoted within the company they work
for. If you feel like you have a strong case
for a promotion, start working with your
manager—or a leader you trust—to build
a business case for your promotion.
 If you’d prefer to initiate the conversation over email,
the following template can serve as a starting point:

New Message

To: yourboss@company.com Cc Bcc

Subject: Request for Salary Negotiation Meeting

Dear [Recipient's Name],

I hope this email finds you well. I wanted to schedule a meeting

to discuss my role as [insert title] and my compensation.

I thoroughly enjoy working with the team at [insert company name]

and have played a key role in our social media and marketing success.
I believe it’s an appropriate time to review my salary, considering my
experience, accomplishments, and the market value for professionals
in this field.

I would appreciate the opportunity to discuss this matter further.

Please let me know when it would be convenient for you to schedule
the meeting.

Thank you for your consideration.

Sincerely,
[Your Name]

Send

4 The Ultimate Salary Negotiation Guide

Step 2
Have the Conversation
Show that you’ve done the research
Support your request for a salary
adjustment by sharing the findings
from your research. Showcasing the
average compensation for social media
managers in your industry and location
will help validate your request and
strengthen your negotiation position.
Concrete data can also neutralize any
subjective opinions. One of the top
reasons social media managers give
to support their case for a raise is that
social jobs at other organizations pay
more, according to our data.
Negotiate for more than your salary
Consider negotiating additional benefits
or perks that are important to you. This
could include flexible work hours,
professional development opportunities,
5 The Ultimate Salary Negotiation Guide
increased vacation time, or performance-
based bonuses. Exploring alternative
options can enhance your overall
compensation package and show
flexibility in your approach.
Wondering what benefits packages
look like at other organizations?
2023 Social Media Career Report
has got you covered.
Stay professional
Throughout the conversation,
it’s essential to remain composed,
respectful, and focused on the facts.
Keep the conversation centered on
your value and achievements. Present
yourself as a confident professional
who has earned fair compensation
based on merit.
Step 3
Show Them the
Money! (And How
You Bring it In)
Quantify your results
Whenever possible, provide specific
metrics and context that quantifies
the impact of your work. For example,
metrics like conversion rates or revenue
generated through social media
campaigns are great options to show
business impact. And when talking
about other social metrics, remember
to give context. Don’t just report on social
media engagement rates, talk about
the percentage increase in those rates
over previous months, quarters, years
—or even better similar campaigns.
6 The Ultimate Salary Negotiation Guide
Data adds weight to your
accomplishments and makes it easier
for decision-makers to recognize your
value. Don’t forget to give it some context
—consider how the data you’re bringing
up fits into the goals of your business.
Not sure how to get started? This guide
to proving ROI has what you need.
Showcase your wins
Share success stories or case studies that
demonstrate how your work has directly
contributed to achieving larger business
goals. Highlight instances where your
efforts resulted in increased brand
awareness, customer acquisition,
or improved customer satisfaction.
Connect your work to tangible outcomes
that align with organizational objectives
—and don’t forget to speak your boss’
language. Got an example of a time
you turned a frustrated DM into a happy
customer? Talk about it. You could even
share screenshots of the interactions.
For some extra guidance, take a peek
at our social media strategy guide.
Talk about your future goals
Express your commitment to growth
and development as a social media
professional (and beyond!). Discuss how
a fair and competitive salary will motivate
you to continue showing up and
delivering. Talk about what kind of role
you’re trying to build for yourself—and
how it fits into the business you work for.
Emphasize collaboration
and teamwork
Social media management often involves
working with many (if not all) teams
across your business. Highlight your
ability to collaborate effectively, manage
7 The Ultimate Salary Negotiation Guide
relationships, and coordinate with
other departments. Effective teamwork
is essential in achieving social media
success, and emphasizing this aspect
of your role further demonstrates
your value. You could even collect
references and comments from
colleagues that show how well you
work together. Find your allies!
You got this
Advocating for yourself isn’t easy,
but it’s necessary. And for many social
media managers it’s difficult to know
where to go for advice. The industry
is still relatively new and there’s very little
information out there that talks about
salary, demographics, and career
progression within the field.
But we’ve got your back. We know
just how hard you work. And how much
—or little—many of you get paid for
all the value you deliver. It’s time to close
the gap and lift you up.
So take a deep breath. You know your
worth, now make sure your boss does too.
Advocating for social media managers since day one
Hootsuite’s led the social media space since 2008—back when Charlie Bit Me was
the biggest meme on the block. Since then, social has become a non-stop engine
of online culture, connectivity, and commerce. And through it all, Hootsuite’s been
your one-stop shop for all things social.

Smart social listening and engagement tools? We’ve got those on tap. AI-powered
social commerce and customer care? We’ll help you do that, too.

More than 200,000 paying customers log on to Hootsuite to tell their stories, grow
their audience, and make gutsy business goals come true. We’ll help you run at the
non-stop pace of online culture—and make your social media career goals come true.

200,000
customers

150+
apps and integrations

1 million
courses delivered via
Hootsuite Academy

Try it today or request

a demo at hootsuite.com
8 The Ultimate Salary Negotiation Guide