Marketing has come a long way from the days of door to door vacuum sales, radio jingles, and Sears Catalogs. Families no longer have to gather around the one television set in the house to watch their favorite prime time shows and the 6 o’clock news is no longer the only way people stay informed. With the advent of the internet and mobile technology, consumers have unprecedented access to the world and it has completely reshaped the way audiences consume media.
Gone are the days of filling out a paper order form from the back of a catalog, sending a personal check or money order in a stamped envelope, and waiting 6 to 8 weeks for your new shoes to be delivered by the postman.
Today, mobile apps allow shoppers to order just about anything a person could think of and in many cases, have it delivered in 2 hours or less. Amazon has introduced the Amazon Dash Button which creates shortcuts for Prime members to quickly find and reorder their favorite products with a quick click of their mobile app. Need to send a friend a birthday gift? Now you can send one right from your Facebook app. Have a customer support question? Tweet it!
Worldwide social network penetration has rapidly increased over the last seven years from 97 million users in 2010 to 2.46 billion users in 2017. It is estimated that in 2019, there will be roughly 2.77 billion social media users around the world. Companies that are not strategically utilizing social media to connect with their audiences are missing out on a huge piece of the pie. Today’s consumers are quick to move on to the next competitor if they are no longer engaged or don’t feel connected with a company.
“We don’t have a choice on whether we do social media, the question is how well we do it.”
What does this mean for your brand?
A successful marketing strategy should include an active social media presence - without it, attracting leads and creating brand loyalty will be a challenge. In light of this, many companies are opting to hire social media managers to develop and implement marketing strategies and oversee their social media sites.
Maybe you’ve been considering adding a Social Media Manager to your team, or perhaps you are looking to fill a current opening. Whatever the case, here are some tips to help find a savvy social media manager who is an excellent fit with the organization and can take your social media marketing to the next level.
Have a clear understanding of what you’re looking for in a social media manager.
Determine the requirements and expectations of the role, as well as what kind of returns will make this hire a success. Clearly outline the scope of the work, describe the skills you’re looking for in an ideal candidate, and create measurable goals.
While each company’s needs may vary based on their individual social media strategy, there are a few things to look for in a savvy social media manager:
• Strong written and verbal skills. This person will be overseeing company communications in a public forum and you’ll definitely want someone who can do so eloquently and effectively.
• Excellent listening and problem-solving skills. Social networks are a place where consumers reach out to companies directly - they want to be heard and they want solutions to their issues. Having a leader that can listen, think, and act in a fast-paced environment is a critical component to implementing a successful marketing strategy.
• A customer service, marketing, or sales background. Social media creates a direct relationship between the company and its consumers. The ideal candidate will have a solid background in customer service, marketing, and sales, and be confident handling many different types of customer interactions.
• An expert understanding of social networks and web analytics. If this person is running your social media networks, it’s obvious that they should understand them on an expert level, beyond that of an everyday user. Analytics are also an integral part social media management and typically an essential part of the social media manager role.
Write a comprehensive job description to attract top talent.
If you want to attract the best and brightest, you’ll have to let potential candidates know why they should come work for your company. Create a job description that explains what it is your company does and why you do it best. Include a detailed description of the scope of the work, job responsibilities, and the skills required to excel in the position. Great company perks and benefits can really set one employer apart from another to attract the best talent. Does your company offer gym memberships or a flexible vacation policy? Are you a distributed team and location is not important? The job description is the perfect opportunity to highlight what your company has to offer, as well as give potential candidates an idea of the company culture and values.
About the Company
Describe the company - focus on aspects of the organization that would attract like-minded people to want to join your team. While salary and benefits are certainly a requirement for attracting top talent, the company’s culture and values are often the differentiators when candidates make their final decisions. Understand what differentiates your company and focus on communicating this both in the job description and on your company website and social media pages. Robert Half said, “Savvy candidates will review your website and social media pages, so it’s important to show them what’s unique about your workplace culture.”
RXBar, a protein bar company based in Chicago, has done an excellent job of highlighting what the company does and what sets them apart from the competitors:
Job Responsibilities and Skill Requirements
The job description should do just that- describe the job requirements and responsibilities. While it’s not realistic to list every aspect of the position, it’s important to make it as detailed as possible. The post should be descriptive and interesting enough to catch the candidate’s attention while giving them a good sense of the day to day responsibilities of the role, as well as the define the skills necessary to be successful. A comprehensive job description should answer the following questions:
• What are the daily tasks and key deliverables of the job?
• Will the candidate be a part of a team? To whom do they report?
• Where is the position located? Is travel required? Is telecommuting an option?
• What are the minimum qualifications?
• Are there specific programs or software that the candidate should be familiar with or are you willing to train?
Listing specific qualifications or requirements of the role can help to weed out candidates that are not qualified for the position. For the social media manager role, candidates will most likely be responsible for creating a marketing strategy, using web analytics to track and analyze website activity, and monitoring the company’s social networks. If your company uses a feature-rich social media management platform like the one from Social Report, be sure to include that in the job description.
This job posting from Sandow is an excellent example of outlining exactly what the job entails and the qualifications required to be successful.
Perks and Benefits
It is not a must to include the expected salary in the job description, although Maddy Osman notes that “Addressing salary upfront also helps to increase qualified applicants, which means less irrelevant resumes and cover letters to wade through.” Applicants like to know what benefits and other employee perks come with the job and often, this can be a determining factor in which offer a candidate accepts. If your company offers a great work-life balance, free lunches, gym memberships, and in office massages, why not highlight that in the job description? I say, holler it from the rooftops and own it! If you have an awesome culture with great perks and benefits to boot, it should most certainly be discussed.
Ask the Right Questions During the Interview
Once all the applications and resumes have been narrowed down to the last remaining contenders, next comes the interview. This person will be leading an integral part of the company’s online marketing strategy and it’s crucial to gain a strong understanding of how the candidate fits with the organization and what they bring to the table. Asking the right questions during the interview process is the key to making an informed decision and picking the right person for the role.
Check out Kruse Control’s article 10 Questions to Ask When Hiring a Social Media Manager for some great interview questions.
By having a clear understanding of what the company needs from a candidate, writing a comprehensive job description, and asking the right questions during the interview, you can find a savvy social media manager that has the experience needed to take your marketing to the next level.