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When it comes to hiring a social media manager, many companies say, “let’s just hire some millennial”.
While, yes… millennials came of age with social media, there’s a lot more to social media management on behalf of a company that what you would do on your personal accounts.
Social media managers need to have a wide range of skills to be successful at their jobs. In this post, you’ll learn what skills to look for in a great social media manager, how to write a job description for a social media manager, interview questions to ask candidates, and much more.
Once you actually conduct an interview, you’ll end up asking tons of questions.
But, what happens when you have to sit back, reflect, and really analyze what the answers to all those questions mean?
Use this free scorecard to help yourself assess and compare answers from candidates.
Social media management involves monitoring and overseeing all interactions and content distribution across a company’s social media.
It’s not about just throwing up a few posts. It encompasses monitoring, engaging, audience building, customer service, and strategic marketing to reach a business’ goals. Essentially, they are the masters of the company’s social media strategy.
A good social media manager must have skills encompassing both creative and analytical, as well as strategic and tactical.
They must have the ability to dream up the strategy and execute on the vision. They must be creative enough to experiment and pounce on new functionality, as well as be able to report on the outcomes.
Here are the top skills you should look for in a social media manager.
A good social media manager knows how to set goals, make a plan to achieve them and manage the process to reach said goals.
Customers don’t care if your social media channels are devoted to customer service or not. They will find you in a way that’s convenient (often social media) ask their question no matter if that’s your customer service channel or not.
Social media managers must be prepared to field a fair amount of customer questions in a helpful and understanding manner.
When hiring a social media manager, look for previous experience when they were customer facing. Ask them about a time that they dealt with a challenging customer and how they handled it.
The art of being succinct is important for social media managers. They have to be able to convey their message in a short space, with no grammatical errors that also encourages people to click the content they shared.
You’ll want to make sure your candidates have an error-free resume… after all, that is your first impression of their copywriting.
You may want to ask for examples of posts they’ve written for reference to their sills.
ROI is notoriously difficult to prove on social media. Your manager needs to be able to take data and prove business value in an easy-to-communicate way.
They also should have knowledge of several different reporting tools.
Execution is important to the success of any social media channel. The person responsible for managing a company’s social presence, must be able to follow through on the day-to-day tasks required to keep the engine rolling.
Social media channels change quickly and managers need to stay curious about how to use and leverage new functionality in the most creative ways.
This might sound strange, but social media managers end up being the face of the company in many ways.
They are often the ones hosting Twitter chats, the face of the company’s Facebook live videos and the name answering all the incoming questions. That said, this person should be comfortable being in the spotlight from time-to-time.
They should also be fearless in their desire to test, play, and push the boundaries of creativity. Social media is meant to be fun and they should be excited to try new things… if they might fall flat.
Pretty obvious that a social media manager is responsible for the management of a company’s social media presence. That can include a wide range of activities. Here’s a typical list of daily, weekly and monthly responsibilities.
There are the items social media managers must do every day:
The items below are a list of weekly responsibilities required of social media managers.
Finally, here’s all the things a social media manager should do on a monthly basis.
Many companies struggle with this decision. Should they keep all their social media activities in-hour or would it be better to hire and agency to manage their social activities?
Maybe there aren’t enough internal resources to effectively manage all the social media activities. Or, maybe there isn’t the internal knowledge needed to implement high-performing social media campaigns.
These are all common reasons why many companies turn to social media agencies. Before you dive into bringing an agency on board, review these pros and cons of outsourcing your social media management activities.
Should you hire a social media management agency?
Here are the pros and cons…
Writing a good job description can be the difference between finding the right candidate and the vacancy sitting open for an extended period of time.
Here’s how to write a great job description for a social media manager.
It seems to be all the rage these days to be hiring a “social media ninja”… but people applying don’t really know what this means, It sets no expectations and makes it difficult to know if you’re qualified for the job, what level the job is and how much experience is necessary.
Marketing is an area that is filled with jargon. Sometimes we have a tendency to be too clever for our own good. Being overly complicated with your job descriptions means people won’t really understand what their daily tasks will be.
Here’s an example to avoid:
“We’re looking for a social media wizard to guide us through the labyrinth that is SMM. You’ll need experience creating communication pathways for our fans and followers, as well as the ability to formulate synergistic campaigns encompassing a multitude of organizational and departmental need.
…. And what you should say instead:
“We’re looking for a social media manager with at least 3-5 years of experience with social media marketing. This person will be responsible for community management and launching social media campaigns from all departments within the organization.”
Spend some time explaining why they should want to work for your company.
The best way to understand the full scope of what social media management is all about is to investigate some real-life job descriptions.
Maybe you are looking for inspiration for hiring a new manager or are looking for areas to improve your own skill set, these examples will help.
Essential Job Functions
What You Will Do
Stumped trying to come up with a list of questions to ask? Here’s a good list to get you started.
You know the saying “it takes a village”? Social media is kinda the same. It often takes several tools to properly manage a company’s social channels. Here’s a list of some of the best to help your social media manager be more successful:
The Social Organizer by CoSchedule offers all the benefits of a Marketing Calendar and a complete social media management tool all in one easy-to-use platform.
Here are some of the best features:
ReQueue allows you to easily auto-fill your social calendar with your best messages.
Add your social messages to ReQueue and it will automatically and intelligently post them on your behalf so your social channels are always posting great content.
It also allows you to automate all your #MotivationMonday, #WednesdayWisdom, and #TBT posts to go live on the exact day and time you choose.
Updating stakeholders and getting approvals has never been easier than with CoSchedule’s Read Only View. Now you can share your social posts with other people with you taking a boatload of screenshots or paying for an extra user.
Simply create a shareable link in your social campaign. This link ensures that the content is always up-to-date regardless of how many changes you make to the campaign.
Rather have a PDF to share? No prob, just click the PDF image.
The proof is in the numbers. The CoSchedule Analytics Suite allows you to run reports to identify your top social content, measure campaign performance, and gain valuable insights on specific social profiles.
You’ll find an analytics report for each social media channel, as well as a social engagement report and a social campaign report.
With Social Conversation Inbox, CoSchedule is officially the total package in social media management tools. Now you can easily manage social conversations across multiple accounts and profiles. Provide exceptional customer service via social media. And build stronger customer relationships through strategic social engagement.
There are a plethora of social media schedulers to help manage the social publishing aspect of managing social channels. Most of these options do a lot more than just schedule, but, for the sake of this post, we’ll categorize them here.
Here are a few good ones to choose from:
Buffer – With Buffer, you can schedule, reply and analyze your social media posts in one comprehensive dashboard. People love Buffer because of it’s easy-to-navigate interface and affordable plans.
HootSuite – This social media marketing tool allows you to manage your social media scheduling, monitoring and analytics. In addition, Hootsuite allows additional functions like boosting posts directly from the tool and helps solve content curation hurdles.
Sprout Social – Sprout is similar to Hootsuite in its functionality, but offers additional analytics capabilities like hashtag reporting and social ad reporting.
Later – If Instagram is your bread and butter, Later is a great choice. Later offers users to schedule with the grid view in mind, to ensure a beautiful and carefully curated Instagram profile.
Tweetdeck – If Twitter is your bread and butter, Tweetdeck is a great choice. It’s a no-frills Twitter dashboard that allows you to schedule posts and see your feed, notifications, and mentions and all in one place.
eClincher – As with the other options on this list, eClincher allows you to plan, respond and analyze your social media posts with the added feature of being able to auto-post suggested content.
AgoraPulse – What makes AgoraPulse unique is its ability to help users identify influencers based on historical interactions with your company on social media. You can also segment using its CRM-like database.
Mention – Mention is a real-time monitoring system that lets you stay up-to-date about what others are saying about you on social media. Never miss a mention, tweet or conversation about your company again.
Brandwatch – This super powerful tool is built on Boolean queries and pulls mentions from across the web. The learning curve can be a little steep, as can the price tag, but Brandwatch is a very powerful tool for monitoring.
Meltwater – Meltwater is somewhat similar to Brandwatch in its social listening capabilities, but has additional features to scan news sites to meet the needs of PR teams.
Nuvi – Nuvi is a real-time social media monitoring tool that provides full social media coverage and over 5 million RSS feeds. Nuvi is also built on Boolean queries, but isn’t quite as powerful as Brandwatch in its ability to tailor its results.
Now that you know a bunch about social media management, learn more about how CoSchedule is the best solution for all your marketing needs, social media and otherwise.
CoSchedule is a family of marketing products to solve all your biggest marketing challenges. From social media management, to content marketing to project management.
Plan content and automate publishing to save tons of time now.
Start your 14-day trial to get organized with CoSchedule today.