Every business wants to grow. At some point (maybe it’s today), you’ll likely recognize the valuable marketing opportunities available with social media. One of the steps you’ll need to consider is hiring a social media manager.
Hiring a social media manager will require an assessment of your resources and possibly an adjustment to your current operational structure.
Realistically speaking, it’s unlikely that you, as the owner or manager, will be doing the social media marketing. It’s very difficult to produce original, high-quality content, monitor engagement, run ads successfully and continually up your game while still operating your business.
During the hiring process, you’ll need to figure out who measures up and who doesn’t. Many business owners or HR managers don’t spend a lot of time on social networks so it’s quite a challenge to figure out who the best candidate may be to handle the business’ reputation, social presence and sales leads.
Social media reaches people who buy what you sell. It targets those likely to buy and your social media manager must develop a leads funnel strategy.
Social media is a popular marketing medium and there are many people trying to capitalize on it. Remember this: not everyone who says they can do social media marketing have actually done it successfully!
Ask them to describe the “personality” of your company brand in three words. They should have done research on your company and your customers before assessing the potential across today’s social media channels.
Facebook, Twitter, your company blog, Instagram, Pinterest, and YouTube are unique channels and each has different marketing tactics. Focus on the channel(s) where your target customers spend their time.
Ask your candidate to define the difference between the two.
A solid answer would be monitoring and/or listening to the audience within the brand’s social channels. Engaging regularly with fans and followers is evidence that you’re there – you care – and you’re interested in having them as a customer.
When you listen, you learn how to help them buy.
Ask them to define what a social media crisis means to them and what steps they would take to resolve a situation.
If the company doesn’t have a “best practices” protocol in place, it’s time to get one. This would be included in your Social Media Policy and should emulate your current conflict resolution process.
Facebook is pay to play now. Ask your candidate to describe a plan for how best to allocate your budget and how they would know it’s successful.
A typical budget consideration is for Facebook ads. Depending on your company and your market, a minimum $500/month is a good start.
Allocating a budget for every investment is crucial. These are the six social media investments you’ll need to consider as a prerequisite for success:
Ask to see their blog in action and make a note to see if they’re posting regularly.
Ask to see links to content they’ve written on the web. Candidates will often produce content for places like LinkedIn and Medium, rather than having their own personal blog.
It’s crucial that your candidate has a working understanding of how content drives everything in digital marketing – SEO, content, and social media. A working understanding of WordPress websites would be ideal.
As the business owner, you need to know that social media is giving you quantifiable results for your money. There are various and specific KPI’s (Key Performance Indicators) to consider but for a small business, social media ROI means generating leads.
Social media strategies that generate leads require social advertising. Each platform has its strengths but, in most cases, Facebook ads offer the most valuable and cost effective opportunities.
If your candidate starts talking about vanity metrics like growing ‘X’ number of Facebook likes or ‘Y’ number of Twitter followers, stop them and ask:
The candidate might try to focus on vanity metrics so keep in mind that a small, switched-on and engaged audience offers much more value than a bunch of disengaged fans/followers from outside your market area.
I’ve saved the coolest, most enjoyable question for last. If your candidate has the ability to tell a compelling story, that will deliver a huge advantage in all levels of social media marketing.
We all connect via stories. Stories paint pictures in customers’ minds and evoke emotions that foster trust and credibility. Your candidate must be able to illustrate, through stories, why people buy from you rather than your competitor.
This is not a position that should be taken lightly or seen as an entry-level position. Your Social Media Manager will speak the lifeblood of your brand to an infinite amount of current, new and legacy customers. Please take deliberate steps to find the embodiment of your brand’s personality. Choose someone who takes the leadership role in building your digital reputation.
Do you need guidance on hiring a social media manager? I work with companies like yours to examine all options and help you decide what works. Get in touch with me <<here>>. I’m happy to help!