Social
media has become an integral component of the marketing strategy of many
businesses. There is good reason for this: social media platforms bring
millions of prospective clients, customers, and business professionals
together, offering a dynamic, interactive commercial opportunity with few
precedents in human history.
That
said, to make effective and profitable use of social media, one needs both a
specialized skill set and a knack for conveying the desired message.
If
you plan on hiring a social media specialist to preside over your business’s
online interactions, keep the following criteria in mind.
The right
kind of experience and knowledge
Applicants
for the position of social media manager won’t have decades of in-kind
experience to fall back on, for the obvious reason that social media is a
relatively novel tool. So don’t concern yourself principally with the total
duration of a candidate’s experience. Instead, seek individuals whose skills, accomplishments,
and outlook are compatible with your organizational culture and goals.
Ask
candidates to provide descriptions and links to their past social media work,
their social media accounts, and (if possible) testimonials from previous
employers. You can also elicit their responses to skill-testing problems, such
as “We’re hoping to design a multi-platform social media marketing campaign to
promote (X), with the following messaging requirements. Show me how you would
approach this assignment.”
Millennials
tend to be digital natives.
We’ve
all heard the standard received wisdom about millennials: they feel entitled,
they have lofty ambitions but aren’t willing to work hard to achieve them, etc.
However, empirical research indicates that such
stereotypes are not new; rather, elders have been griping about “the younger
generation” for centuries. By the same token, every generation invariably
features both underachievers and high achievers.
Social
media is one area in which millennials, on average, tend to be more comfortable
than their elders. Many young professionals entering the labour force today may
have got their start on social media before they learned to ride a bicycle.
When it comes to hiring a social media strategist, you’ll need to dispel any
lingering, overgeneralized misgivings you feel toward millennials. The most
qualified candidates for the job are likely to be members of this youthful
cohort.
Search
for potential candidates on social media.
Candidates
for a social media manager position will often have searchable profiles on
various platforms, and an established online presence. As soon as you field a
job application from someone, run a search for that person on Facebook,
Twitter, LinkedIn, and any other social media platform your business currently
uses. If you can’t easily locate the individual you’re looking for, that may be
cause for concern.
Proficiency
in spelling, grammar, syntax, and a conversational writing style
Your
business’s social media accounts are the face of your online presence, and
errors that appear in these spaces reflect poorly on your organization.
Often,
a social media manager’s job description includes the curation of content for a
newsletter or Storify article. Depending on the specifics of the position, a
social media manager may also be required to create original content for a blog
or website. A high degree of language proficiency, a strong grasp of basics
like spelling and grammar, and an engaging and conversational writing style,
all are valuable assets.
A
background in sales, marketing, or customer service
