I promised you a post that would help hiring managers identify key skills and abilities needed in a prospective hire looking to fill a social media manager role. Note that we are talking about management, not just content creation or community relations. Before I get into it, a few considerations:
1. This list isn’t complete. It is meant to help guide you and point you in some key directions, but you’re going to have to add a few requirements of your own and ignore the ones that don’t apply to your specific needs.
2. Every company has different capabilities and objectives. Every company will also look at social media’s role in a completely unique way. Some will see it merely as a digital marketing function while others will see it as a fully integrated component of an organization-wide communications ecosystem. Because every company is unique, every social media management position’s requirements will also be unique. Keep that in mind.
3. Are you hiring someone who will help you build a social media program from scratch, or are you hiring someone who will manage an existing social media program? Because the requirements for each won’t be the same.
4. Are you a small, medium, local company, or are you a global consumer brand? Because again, the degree of complexity (internal to the org and external to the org) will require completely different types of resumes.
5. Are you looking to fill a strategic role or a tactical role? Strategic = more vision and planning oriented. Tactical = more day-to-day, operationally oriented.
6. Are you a niche or specialty brand in an obscure industry, or an international superbrand? Because again, the req is going to look different based on that.
7. Is your social media program purely internal or are you working with one or five or twenty agencies as well?
8. Is your social media program focused on lead generation and fan acquisition, or is it also focused on customer development, customer retention, and/or organic WOM? Again, huge differences in skill-sets and abilities to consider there.
9. How many departments will this role be working intimately with? Mostly digital marketing, or also HR, Customer Service, Product Management, Technical Support, PR and R&D?
10. Is your brand a challenger? A rebel? Conservative? Academic? Irreverent? Political? Apolitical? These things matter. Hire someone who understands who you are and will fit within your culture and brand ecosystem.
Right off the bat, you kind of have your work cut out for you. Building out a req for your social media management role is going to require a little more work than just throwing together some bullet points and filling the blanks on a standard x years of blogging experience bullets. This is not an exercise in generic job req design. There is nothing generic about this hiring process.
Here are a few bullets for you:
Basic skills & qualities:
- Applicant has had a continuous professional presence in the Social Media space (via blogs, Twitter, Facebook, Ning or other platforms) for at least two years.
- Applicant has managed a business blog and/or business community for a minimum of one year.
- Applicant has built or managed a community for longer than one year. (This could be as a product manager or customer service rep, for instance.)
- Applicant demonstrates a thorough knowledge of the Social Media space, including usage and demographic statistics for the most popular/relevant platforms as well as a few niche platforms of his/her choice.
- Applicant demonstrates a thorough understanding of the nuances between Social Media platforms and the communities they serve.
- Impeccable communications skills.
- Applicant understands the breadth of tools and methods at his/her disposal to set goals and measure success in the Social Media space. (Applicant’s toolkit is not limited to Google analytics.)
- Applicant has been active on Twitter for more than two years.
- Applicant knows who Scott Monty, Frank Eliason, Jeremiah Owyang, Porter Gale and Christopher Barger are, and can explain why these names are important to the social media profession.
- Applicant can explain succinctly why buying followers and fans is both unethical and counterproductive.
- Applicant demonstrates a high level of proficiency working with popular Social Media platforms and apps such as FaceBook, Twitter, LinkedIn, Flickr, Ning, Seesmic, YouTube, FriendFeed, WordPress, Pinterest and Tumblr. (As applicable.)
- Applicant is capable of mapping out a basic Social Media monitoring plan on a cocktail napkin.
- Given 5 screens to play with, applicant can build you a social media monitoring control center in just a few days.
- Applicant can cite examples of companies with successful social media programs and companies with ineffective social media programs. He/she can also argue comfortably why each was either successful or unsuccessful.
- Applicant has spent at least one year working in a customer-facing role, preferably customer-service related.
- Applicant is more excited about engagement, building an internal practice and finding out about your business’ pain points than he/she is about firebombing you with the awesomeness of their personal brand.
Advanced skills & qualities:
- Applicant has developed and managed marketing programs before. Not just campaigns but programs. Find out about them. What worked? What didn’t work? Lessons learned?
- Applicant has at least two years of experience managing projects and working across organizational silos. What worked? What didn’t? Etc.
- Applicant has managed a brand or product line for more than one year.
- Applicant has demonstrated a strong ability to forge lasting relationships across a variety of media platforms over the course of his/her career.
- Applicant understand the difference between vertical and lateral action when it comes to customer/community engagement – and has working knowledge of how to leverage both.
- Applicant has managed national market research projects.
- Applicant is comfortable enough with business measurement methods to know the difference between financial impact (ROI) and non-financial impact. He/she also knows why the difference between the two is relevant.
- Applicant demonstrates the ability to build and manage a Social Media practice that works seamlessly with PR, product marketing, event management and customer support teams within the organization.
- Applicant has managed a team for more than one year. He/she was responsible for the training and development of that team.
- Applicant has spent at least one year in a project management role outside of an ad agency, PR or other Marketing firm.
- Applicant has been responsible for managing a budget/P&L.
- Applicant already has the framework of a Social Media plan for your company before he/she even walks through the front door, and thankfully, it doesn’t involve setting up a fan page on FaceBook.
Enterprise & Global CPG skills:
- All of the above, but with 5 – 10+ years of experience instead of 1 – 3.
- For everything else, scale up.
What you shouldn’t waste a whole lot of time worrying about:
- The applicant’s age.
- The applicant’s Klout or Kred scores.
- The applicant’s number of followers on Twitter or fans/likes on Facebook.*
- The applicant’s SxSW or blogworld stories.
- How many Top 10, 15, 20 or 100 lists the applicant is on.
* Less than 1,000 Twitter followers is suspect. Unless they are a media celebrity, more than 75,000 Twitter followers is suspect as well.
All right. You still have some work to do, but that ought to get you started.
Social Media ROI – Managing and Measuring Social Media Efforts in your Organization – Particularly Chapter 6 (pages 73-82).
The Social Media Strategist: Build a Successful Program from the Inside Out – by Christopher Barger
I hope that was helpful.