By Sue Reynolds
When I started managing social media for business a decade or so ago the landscape was very different. Then, businesses weren’t sure if social media was just a fad or a serious tool to be managed by professionals. Companies that were using social media were often relegating the task to their intern or adding it to an employee’s workload as an extra duty. It was, and still can be, very difficult to explain the job duties and overall role. In fact, my blog on What Does a Social Media Manager Really Do All Day is still the most visited blog here!
Things have changed.
The person that manages your social media channels is directly responsible for your reputation online and can make, or break, trust with your community. This position requires a professional with experience, customer service understanding, writing skills, business acumen and graphics and video ability. Look for a college degree in business, communications, journalism or marketing. When searching for a social media manager for your business, I recommend the following social media manager interview questions.
Tell us about the online communities have you managed?
Pretty much anyone can create a page or profile on a social network. The challenge is growing the community and cultivating the brand reputation and the audience.
Which social media channels do you recommend for our business and why?
This question will tell you whether your candidate has researched your company social profiles as well as their depth of understanding of each platform.
What goals should we set for our social media accounts, and how will you determine success?
Watch out for vanity metric goals only on this one. The answer should have to do with how social lines up with business goals.
What strategies would you use to generate leads?
The answer here will help you understand their knowledge of using social media for business rather than pleasure.
How would you track mentions of our company online?
Look for an answer about reputation management tools such as Twitter searches, Google alerts etc.
Tell me about SEO and its relationship to social media.
Candidates should be at least familiar with Google Analytics and understand how social signals affect search.
Which social media management tools do you use?
Even if you have a tool in place, refrain from telling them what you use until they’ve answered. Find out if they understand tools that include analytics.
What do you think are the important metrics for tracking ROI on social media?
Lead generation, conversions, engagement, and reach.
How do you deal with negative comments?
Expect specific examples of how they’ve approached this issue, with a focus on getting the conversation offline and deescalating the situation.
How do you encourage engagement on social media?
Look for answers around asking open-ended questions and User Generated Content.
How do you stay on top of social media trends and innovations?
Candidates passionate about social media will follow thought leaders and read voraciously about the topic.
What’s your favorite social media platform personally and why?
This will help you gauge the level of expertise around each platform.
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