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Unless you have a burning passion for social media engagement and you've delegated the other pressing tasks in your life so you have lots of time on your hands, you should hire a social media manager. The question of how much responsibility and freedom you give that person is ultimately up to you and your company. If you already have solid social media strategies in place that could use a little bit of fine-tuning, you can hire someone to supplement what you already have. Alternatively, if you're starting from scratch and you need someone to direct all of your social media endeavors, a social media manager can do that, too.
At the end of the day, they want what you want: to get your company the publicity and coverage (and subsequent sales) that you're seeking. The more great minds you have working for you, the more you will be able to accomplish… It's definitely worth considering.