Fitting social mediainto a company is adifficult task.Social Mediaprofessionals don’tfit in to the normalparadigm.
Define What You Need• Understand what you want to do with social media. Ask yourself, “what do I want from social media?”. If you want to make social media the game changer for your company, you will need to go for a Tier 1 candidate.• If you have direction, you may only need a Tier 2 , ie. Someone to grow social media in line with your strategic goals• If you need someone to implement against predefined KPI’s and processes then you will need to hire at Tier 3 level
Tier 1 Social Media Director Social MediaTier 2 Account Director Social Media Manager Social MediaTier 3 Community Manager Social Media Data Exec Marketing Exec
Who?• Social Media is still in it’s infancy. There are no experts out there yet, but there are people who can help your company.• Remember, that the more senior the hire, the more they will be defining their own role. This is new ground for both brand and candidate so the JD will have to have a certain flexibility• Hire communicators. As social media grows in importance for your company, the social media people will have to be able to communicate with the senior stakeholders about what it means to them
Position SM SM Marketing Website Social FB Apps Strategy Planning Integration ListeningSocial Media X X X X X XDirectorSocial Media P X P U P PManagerSocial Media U X X U P UAccountManager(Agency)Social Media U U U U U UExec (Agency)Data Exec U U U U P UCommunity U P P U P UManager X = expert P = Proficient U = Understanding
Social Footprint• Investigate every candidates social footprint. Ask them for their accounts, both personal and private and connect with them.• You aren’t looking for embarrassing photos or spelling mistakes. You are looking for their level of social engagement. If they don’t engage as themselves, they won’t engage as your brand.
Conclusion• The guidelines for these roles are just that, guides. Ultimately, if you are hiring social media professionals for the first time, you are going to have to go with your gut a little bit.• Make sure you know what you want and set your expectations accordingly – after all, you get what you pay for.• Beware anyone who calls themselves “guru” !!