The position of a social media manager is one of the youngest job roles on the market. Only a few universities have courses on social media, which means that most social media managers are self-taught. So how do you know the social media manager is the right person for your company, especially without previous experience? These are the essential questions you must ask with answers that should show you if the person is skilled and experienced enough for the position.
What do you think of our current social media accounts? How can we improve and how can we measure the outcomes?
The social media manager could talk about various improvements on your platforms that should be aligned with your business goals. Mainly, those should include improving the quality of content and increasing brand awareness, engagement, and conversions.
Not every social media manager is also a content creator – this is something that should be discussed in the interview. Most medium-sized to large companies provide images and video. However, on some occasions, having a person in-house to create content for is the best solution.
When it comes to increasing brand awareness, engagement, and conversions, these business goals can be easily correlated to social media KPIs. Brand awareness includes the number of followers, reach, and impressions. Engagement includes likes, comments or even saved posts – these suggest familiarity with the brand or even customer retention. Finally, the metrics that suggest conversions are profile visits, website clicks, and action button clicks. (See more about metrics below.)
How can we improve our content?
If the social media manager is also the content creator, he can leverage the quality of content with his photography or graphic design skills. He should have an understanding of tools such as Adobe Photoshop and simple online tools like Canva.com.
The candidate should also know what your competitors’ content looks like and describe why they think they’re doing better or worse than your company. If your competitors’ audience size is approximately the same, he may even compare how many people engaged with your content compared to your competitors’ content.
He may suggest how to bring more value to your audience – depending on your target audience, that could be creating more educational, entertaining, informative, or inspiring content.
What metrics can you use to measure the results of social media strategy or campaign?
The main social media metrics include:
- The number of followers
- Reach (unique users who’ve seen a post)
- Impressions (total amount of views for a post)
- Profile visits
- Website clicks
- Action button clicks
The social media manager doesn’t have to track all the metrics when he’s running a social media strategy or a campaign. He needs to measure those that correlate with the goal(s) of the campaign. In most cases, campaigns are sales-driven, so conversion metrics are the ones he should care about.
What are the most relevant platforms for our business? Are there any social media platforms we should add or any we should remove?
These days, there’s no need to be on all social platforms. Small to medium-sized companies really need to be on no more than two platforms. Medium-sized to large companies can choose to be on all the major platforms but they should have a small team of social media marketers to manage and monitor them.
The choice of platform would depend on one major factor: your audience and user habits of the people on each of the platforms. Facebook, the biggest platform with over 2.1 billion monthly active users, is versatile for most businesses, however, your company will need some budget for running ads to reach your audience.
Instagram is perfect for any lifestyle-based business: fashion, interior design, hospitality industry, or even wedding planning and marketing agencies. The key to running a successful Instagram account starts with nice content and building an engaged audience.
One of the least popular choices includes Twitter due to an increasing number of inactive accounts. Another reason why companies shy away from this platform is the number of negative customer enquiries they get on the platform, yet they can’t fulfil immediately without the support of other departments in the company.
Pinterest is a great platform for lifestyle companies. It’s similar to Instagram but the difference is that the users are mostly looking for inspiring (shopping) ideas that they can fulfil in the future. Therefore it’s ideal for product-based businesses or wedding planners, interior designers, property sellers, etc.
In the UK and most Western countries, Snapchat is not a popular choice for social media marketing. However, some companies who have a lot of customers based in Middle-East like to include it to their social media mix. The reason being is that Arabic countries use Snapchat for communication. Therefore it’s a good tool to raise awareness of your company in this area.
What tools are you familiar with that can help you plan the content?
How would you manage a controversial campaign or crisis on social media?
The first and most important thing about managing a crisis on social media is to provide a timely response. Even if the response is that your company will make an official statement soon (ideally provide a date). A part of the timely response includes responding to comments under social media posts and direct messages. These should be managed in a personal manner: never respond with a copy-paste message to comments. This will only fuel more anger in users on social media. The social media manager should respond to every message you receive and monitor the platforms to see how the situation is evolving.
Can you give a few examples of improving customer service on social media?
Good customer service is timely, effective, and solves the customer’s problem. In terms of what you can do on social media, you can mostly monitor responses below posts and any reviews. The social media manager should have notifications turned on to see them as soon as they arrive and respond. It doesn’t matter whether the customer’s enquiry is positive or negative – there should always be a response to reinforce communication.
Unfortunately, it is unrealistic that all your customer’s problems can be solved directly on social media. The social media manager needs to communicate across different departments within the company. Sometimes, the customer queries will regard products in stock, other times opening hours. Therefore the manager should stay well informed about what’s happening in the company.
You need to conduct a social media report; what are the top 5 critical things that you’d include?
The social media manager should keep the social media strategy aligned with the direct business goals of the company. The report will reflect this. The social media manager may choose to work on brand awareness, engagement of the audience, or sales-driven conversion metrics. The latter goals should appear on the report especially when there’s a campaign promoting a new product or service.
How can you get a better understanding of our customers using social media analytics?
Audience metrics are the staple of understanding your online audience. They can be found in the analytics section of all major social media platforms as well as 3-rd party apps and provide information about your audience. These include gender, age, location, and times when your audience is online. Your audience may change more in the early stages of your company, so it’s good to keep an eye on them every 6-10 weeks. Once your audience grows or has stabilised, every 12 weeks should be sufficient.
The most important thing about audience insights is to be able to read the metrics and adjust the content if necessary. For example, when the audience is growing, there might be a small shift in age or gender. If there’s a growth of users in a specific location, it may be a good time to expand the brand in new countries.
Tell me about a successful social campaign that you ran for another company. Why was it a success?
This question should give the recruiter a good idea of how the social media manager approaches his work. Most successful campaigns have a specific goal and drive sales. This, of course, requires measuring the data. They should draw on the popular content from your strategy. E.g. if videos work best and get the most views and engagement, it’s probably a good idea to create a few videos for the campaign.
It’s not necessary that the candidate ran a campaign that was extremely successful. It’s more important that the campaign was measured and analysed. This insight could be used for any future campaigns. The best way to prove the campaign’s success is to look at the conversion metrics (profile views, website clicks, action button clicks). Then compare if the increase in the conversion rate correlates with the increase of sales rate.