August 21, 2021
7 min reading
Opinions expressed by Pioneer contributors are their own.
It’s no secret that social media marketing can help your business build brand awareness, connect directly with your target audience, increase traffic to your products and services, and increase revenue.
The downside is that managing all of this can be incredibly time consuming.
If you want to be successful on social media, you need to keep coming back. It means spending time researching and developing strategies, creating and publishing content, engaging in meaningful conversations with potential customers, and analyzing your efforts.
The social media landscape is constantly evolving in response to field updates, new features, and changes in user behavior. Keeping it all together can be like a full-time job — and that’s for a social media manager.
Related: 5 smart ways to use social media to grow your business in 2019
A social media manager is responsible for keeping your business targeted by your target audience. They create and publish content, interact with potential customers on your behalf, and use their talents to help you achieve your goals.
Outsourcing your social media workload to someone with knowledge and experience allows you to spend your time on other things, such as developing new products or services or hiring and training team members.
But where do you find a suitable candidate? And what exactly should you look for?
Explain the needs of your business
There is no one-size-fits-all solution when it comes to hiring a social media manager. The specific needs of your business will ultimately determine who you choose for the position and what tasks they will be responsible for.
To get started, answer the following questions:
Do you need a full-time employee, a part-time employee or a self-employed person?
Do you want to work with an individual or an organization?
Should they be local or can the condition be treated remotely?
Then explain what you want your social media manager to do:
What are your goals and objectives for using social media?
At what level will they be responsible?
Are you interested in organic methods, paid advertising or both?
Will this role require knowledge of projects that fall outside of general social media management (eg email marketing, influencer marketing, SEO, etc.)?
Keep in mind that all trades are usually a master in nothing. Each social media platform requires different talents. It is not easy to find someone who is an expert in all of them.
In fact, it is not uncommon to find social media executives who have decided to focus on specific systems or services, such as Facebook and Google ads, influencing marketing, or Pinterest.
Social media executives usually need to wear multiple hats, but you should not expect to hire one person who can achieve the desired results while simultaneously chessing your Facebook, Instagram, TikTok, Twitter, Pinterest, YouTube, LinkedIn and Snapchat accounts. This is a pretty high order, even for the most experienced social media marketers.
If you need someone to manage multiple channels or perform tasks that fall outside of traditional social media management – such as content marketing, email marketing or SEO – consider working with an organization. Boutique social media organizations can offer more support and more diverse services than an individual can by assigning a heavier workload to their team of social media executives, content creators and in-field professionals.
Of course, your budget will ultimately determine who you hire. When deciding on your social media management budget, remember to plan not only the cost of your social worker’s salary or retention fee, but also any additional costs associated with your social media marketing efforts – such as advertising expenses, impact fees, contests, and gift certificates.
Related: 10 tools for social media executives by 2020
What to look for in a social media manager
As the industry is constantly changing, many social media executives will try to invest in continuing education by completing courses and obtaining certificates. Ask your applicants what kind of training they have received that qualifies them for the position and ask to see real-life examples of their experiences in the form of portfolios and case studies.
Case studies are one of the best indicators of a social service provider’s talent strategy because they demonstrate a specific, measured outcome that the service provider achieved over a period of time. This underscores their ability to plan and execute social media marketing goals effectively. Of course, you can also request to see referrals, customer testimonials, and other social evidence that describes the service provider’s experience.
In addition, consider the applicant’s knowledge or interest in the business sector. There are many social media executives who have chosen to work within specific niches to streamline their offerings and support customers more effectively and this can help narrow your search.
For example, there are social media executives who only work with companies in the wedding industry, the pet industry or with beauty boundaries. Going down to support only specific types of companies gives these service providers an advantage over more general social media executives. They bring deeper knowledge and practical experience of what works within that particular industry.
How to find the right social media manager
Once you have determined what skills and experience level you are looking for in a social media manager, it is time for you to start your search. There are two ways to find the right candidate.
The first option is to share the role directly and let interested candidates come to you. To do this, you first need to create a detailed job description that describes all the requirements and responsibilities of the job. Post the job description directly on your company’s website, as well as on its LinkedIn page and social media. Be sure to include clear instructions on how you want applicants to apply, which will make it easier for them to contact you.
You can also post your job description on a third-party career website where social media executives are often looking for new opportunities. These sites offer a convenient alternative to finding a social media manager by providing you with an easy way to search through listings and contact social media executives.
You can actively search for social media executives and register your opening on sites such as Upwork, Freelancer and The Social Media Manager Market. Instead of waiting indirectly for the right candidate to discover your opportunity, you can also look for self-employed individuals and business owners listed on these directories and career websites to get the ball rolling.
Going into your search with realistic expectations and a clear understanding of the skills and experience level you are looking for should make hiring a social media manager for your business a much more fun task.
Related: Social media executives are the next generation of CMOs