So, you’re set to hire a social media manager. About time! Social media has evolved from a fun personal hobby into a powerful marketing platform. We live in a world where social media presence is no longer optional for businesses—it’s essential. You can’t walk up to hundreds of people to preach about your product or service, but guess who can? You’re right—a social media manager.
A social media manager does much more than just post content. They shape your brand identity, drive engagement, and connect with your audience. But utilizing social media effectively requires more than regular posting. You need someone who understands social media strategy, is creative, keeps up with social trends and updates, and has a solid knowledge of social media management tools.
This article will guide you on what to look for and how to hire a social media manager. It’s the perfect resource to send to HR.
Who Is a Social Media Manager?
Forget the idea that a social media manager merely posts on social media and that’s it. It’s much more than that. A social media manager is your brand’s online representative. They create content, develop strategies, manage communities, and analyze data to optimize your business’s online performance.
To fully understand the role of a social media manager, you need to see it within the bigger picture: the marketing team. Social media management is your consistent effort to market your business to your target audience online. It involves carving out your brand voice, building awareness, fostering engagement, and converting followers into loyal customers.
This is why a social media manager works closely with designers and digital marketers to ensure that every social update aligns with the business’s goals and overall marketing strategy.
Key Skills to Look For When Hiring a Social Media Manager
What skills should you prioritize when hiring a social media manager? That’s a good question. While some skills are nice to have, certain ones are non-negotiable. Here’s what you should focus on:
Experience with Content Creation
Social media thrives on content. In a crowded space, you need to stand out with compelling visuals, engaging videos, and on-brand copy. Your ideal candidate should excel at creating this content. They should be proficient with tools like Adobe Creative Suite or Canva and have experience with video editing software like CapCut or InShot. Additionally, they should understand your brand voice, which is crucial for translating your business offerings into content.
Hands-On Analytics and Reporting Skills
Likes and shares are great, but success on social media isn’t just about those metrics. It’s about measurable outcomes—the ability to understand what works and what doesn’t so you can optimize and deliver better results. A strong social media manager should be able to dive into data, interpret social media metrics, and adjust strategies accordingly. Look for candidates who are familiar with tools like Hootsuite and Buffer, as well as built-in social media analytics on platforms like X, Instagram, and Facebook.
Up-to-date Knowledge Of Social Media Platforms
Every once in a while—though ideally as often as possible—, there is an update on social media platforms. Recently, “user likes” on X was made private, and for some businesses, this changes the dynamics. Instagram on the other hand released a publication stating that “views” have become the primary metric. Updates like these alter social media strategies and content formats. Your candidate should not only be well-versed in major platforms like Facebook, Instagram, Twitter, and LinkedIn but also keep an eye on emerging platforms and trends. Understanding the unique features and audience demographics of each platform allows them to tailor content and strategies effectively.
Spot-on Communication Skills
Communication is at the heart of social media management, from crafting the perfect tweet to responding to customer inquiries. Your brand’s message needs to be as clear as crystal. The only way this can happen is if your social media manager possesses excellent written and verbal communication skills.
Good Customer Service and Community Management Skills
You are on social media to communicate, not to talk to yourself. The goal is to engage with your audience and broadcast your message effectively. The ideal candidate will excel in community management and customer service. They should respond promptly to comments, questions, and concerns, escalate issues when necessary, and maintain a positive brand image.
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How To Select The Right Social Media Manager
When evaluating potential candidates, understand this: Their experience and background are key indicators of their ability to perform well in the role. These are the indicators to watch out for:
Educational Background
This is here as number one because while we can go on to say a degree in marketing, communications, or a related field is key. The truth is that it is just often preferred, it’s not always necessary. What is more important is their practical experience and ability to deliver results.
Prior Experience
They must have a track record in similar roles and more specifically in the same industry (if you’re hard-pressed for a certain niche) is a strong plus. Ask to see a portfolio of their work, including examples of successful campaigns, content they’ve created, and how they’ve managed online communities.
Portfolio Review
A candidate’s portfolio tells you a lot about their capabilities. What you’re looking for is evidence of creative, engaging content, and a clear understanding of different platforms. The portfolio should include past successful campaigns, content they’ve created and online communities they’ve managed.
Creativity and Innovation
Social media and creativity are intrinsically linked. The last thing you want when selecting a social media manager is to end up with one who will churn out stale ideas. Look for someone who can take initiative, and bring fresh ideas and innovative strategies to boost your brand’s social media presence.
Proactivity and Initiative
The best type of people to hire are those who take the bull by its horns. The right social media manager is the one who doesn’t just follow trends, they set them.
You’re looking for a candidate who proposes strategies and isn’t afraid to take well-calculated risks and decisions to elevate your brand’s social media presence.
Cultural Fit
It’s definitely not just about having the right qualifications and skills. A terrible match with your company’s culture can wreak irredeemable havoc. A social media manager is most times the public face of your brand in the first contact for many. This means their personality has to align with the core values of your business. A perfect fit sets the tone for a seamless representation of your business’s mission.
Questions to Ask During When Interviewing A Social Media Manager
The interview process is the perfect opportunity to scratch beyond the surface level of a candidate’s abilities and fitness for the role. When interviewing a social media manager, these are some questions you can ask.
- Tell me about your experience as a social media manager
- Can you walk me through your process for creating a social media strategy for a new campaign?
- How do you stay updated with changes in social media algorithms and trends?
- Describe your relationship with data as a social media manager
- How do you handle negative feedback or comments on social media?
- Tell me about a time when you had to manage a social media crisis. How did you approach it?
Next, Ask Scenario-Based Questions
This type of question places the candidate in a scenario where action is needed, with the expectation that they will provide a tangible solution. Some examples to ask a social media manager during an interview:
- If we were to launch a new product, how would you promote it on social media?
- Imagine our brand has seen a sudden drop in engagement. What steps would you take to address this?
These questions will help you assess not only their technical skills but also how they might handle real-world situations that are relevant to your brand.
Red Flags To Watch Out For When Hiring A Social Media Manager
Sure, the right candidate will demonstrate a strong mix of skills, experience, and personality traits – Nice, but there are red flags so big you shouldn’t ignore when hiring one for your brand:
Inexperience or Lack of Knowledge
If the candidate struggles to provide specific examples of past work or demonstrates a lack of understanding of key social media platforms, it’s a sign from the social media gods that they may not be ready for the role.
Terrible Communication Skills
Social media screams communication! If a candidate has difficulty articulating their thoughts or cannot communicate clearly during the interview, this might very well be a warning sign. In this scenario, if you are sure it’s not based on tension, you probably should look the other way.
Salary Expectations and Budgeting For A Social Media Manager
While there is no “official” price point for a social media manager because it varies widely on experience, location, company size etc, it is important to know that the amount budgeted for this role will largely determine the ROI (return on interest) from the hire. Your budget would determine if you would get an entry, mid or senior level talent.
In addition to this, it is crucial to even out the salary expectation of the candidate, the value that will be brought in and the cost on the business’s revenue. It might be tempting to hire someone for a lower fee but here and now, you should know that hiring a skilled and professional social media manager saves you revenue in the long run and will lead to significant returns in terms of brand growth.
Conclusion
Hiring the right social media manager goes beyond a CV. There are key things you should look for when you decide to hire one. Several organizations falter when hiring for social media management leading to wasted resources and time. You can choose the alternative: Getting a fully vetted social media manager from our talent pool in less than one week. Heroshe did.
Remember, the right social media manager will not only manage your accounts but will also drive engagement, foster community, and contribute to your overall marketing success. The right candidate will truly be an asset to your team. Let’s get you one.
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