Hiring a Social Media Manager is a big decision, and one you shouldn’t make lightly. How do you know when it’s time, and more importantly, what do you look for in the person you’ll hire? The first part of that question is relatively easy to answer.
Consider the following questions when deciding to hire a Social Media Manager:
- Do you have the digital marketing knowledge?
- Are you spending too much time on social media and neglecting revenue-generating activities?
- Are you able to keep up with trends?
- Do you still enjoy managing it?
- Are you too busy to manage and monitor it consistently?
If you can tell from your answers that you're not the right person to handle your own social media, it’s probably time to bring someone in to manage it for you. Take a look at the list below and keep these things in mind when looking at resumes and doing interviews. Don’t be afraid to ask questions about the candidate's experience and specific results.
What is required to manage social media channels?
Each of your social media platforms needs attention to these 12 things on a regular (sometimes daily) basis:
Constant changes in social media features and functionality means on-the-ball management. Just because social networks are starting to look more like each other doesn’t mean you should treat them the same. It’s important to find the nuances of each platform and address them in ways that will help you stand out in the crowd.
A qualified social media manager will be able to provide your business with these things:
1 - Monitor and address customer service
If you haven’t yet had an opportunity to address customer service issues in your social media, you will. Social media management is an important part of customer service. Larger corporations are putting customer support teams in place online to field and address customer issues. At a minimum, you should be able to rely on your social media manager to monitor and field customer questions. Even if they are directed to bring you any issues, they should be paying close attention and ensuring that issues are handled quickly. Ask candidates to give you examples of when they handled customer service issues via social media.
2 - Curating content
This is arguably the most important duty of your social media manager. Finding good content for your social media platforms and tailoring it specifically for your audience isn’t as easy as it sounds. Knowing what to share and what not to share is key. Making that content stand out in the crowd is challenging. Social media managers need to be able to find the most relevant content and create good copy and visuals. Ask candidates to provide you examples of this from their previous efforts.
3 - Video
In 2015 Facebook more than doubled its daily video views to 8 billion. That doesn’t count YouTube, Vine, Snapchat (6 billion daily video views), Instagram, and Twitter. It’s not fair to expect your social media manager to be able to shoot professional quality video (you can pay a professional to do that if you like), but you should be able to count on them to recognize a great video when they find it. They should also be staying on top of the current trends and platforms, to confidently ride the big wave of videography. Ask candidates to provide you with videos they have created and posted on their favorite platform.
4 - Minding the moolah
Social media ad spending is only expected to grow this year. It’s a great tool for your business. A qualified social media manager should not only know how to use these tools (pretty easy in their own right), but also how to budget. Ask candidates to give you an example of a budget they’ve created or managed and how they figured out how to best way to spend the moolah.
5 - Analyzing
As a marketer, I make no bones about how important analytics are to your business. Understanding analytics will help you make every decision more confidently. Knowing when to post, what to post, where to post, and how much money to spend on advertising, will help your business achieve the success you want sooner, and with less guessing. A good social media manager most definitely understands how to use social media analytics. Have your analytics ready for the interview and ask the candidate to give you a run-through of each. They should be able to speak confidently about each report.
In a nutshell, a social media manager is a project manager. They handle everything from the planning to the budget, and they need to have a variety of skills to get the job done well. Prioritizing and flexibility are key. They should also bring a passion and energy that fuels them to be excited in an ever-changing environment. Look for someone with the ability to juggle a lot of activity with the focus of a laser beam. Take your time and find someone who fits your social media manager requirements and jives well in your environment.