The position and title of “Online Community Manager, Social Media Manager, Online Marketer etc.” is fairly new to many companies. If you are striving to take your company to the next level and utilize the web to gain a greater online presence and ultimately increase new customers, you have likely already started planning to add this new role to your marketing department.
Below are 7 qualifications to look for when hiring an Online Community Manager:
1. History of social media experience:
This person should have at least 3 years experience with Social Media Marketing. Just because someone is active on twitter and Facebook, does not necessarily mean that he or she is qualified to run your Online Marketing Campaigns. What blogs and websites do they follow? This will show you how current this person’s social media knowledge is. How many facebook friends does he/she have? This is important for a couple of reasons. First, you want someone who is social. Second, you want someone who is well networked already, giving you instant access to hundreds or thousands of new people.
Other important questions to ask:
What Linkedin, FB groups do they already belong in?
How do they leverage those groups for their social media strategy?
What Social Media publishing tools do they use?
Does he or she know what Facebook EdgeRank is?
2. They know and LOVE your product:
The Online Community Manager is going to be the face of your company also known as your company ambassador. Do they want to SCREAM with excitement everything your company offers? This person needs to be proud to be a part of your team. An ideal candidate will not be hesitant to use his or her personal accounts/name to promote the company.
How well does this person know your product and services? The online community manager should know your products and key audience so well that he or she can feel confidant promoting, marketing and fielding questions. You do not want someone who has to depend on you to develop content conception. When it comes to Social Media, passion is key. Your company is best represented by those who are passionate about it!
3. They are a marketing maven:
This person knows how conduct market research, has experience with brand development and brand awareness. Ask if he or she has experience tracking marketing analytics. Many print marketing practices can be re-purposed for online strategy. It’s equally important that this person has online marketing experience and knowledge. This includes basic tech comprehension, best practice understanding of how, why and when to post online and more.
4. Awesome and engaging personality:
We used to hire introverts as our IT/Computer people. Nowadays however, we need outgoing people to represent us online. Does your OCM have a great sense of humor? Great posts and status updates are often the funny and witty ones. Your hire needs to have the ability to engage customers online. Usually the way people talk in person is reflected in how they converse on Social Media.
5. Creative, strategic and analytic:
Yes, usually it is hard to find an extrovert (see above) who is also analytical, but if you do- you’ve hit the jack-pot! Ask your candidates to provide a 3 month strategy plan for your Facebook page. See how creative they are in these plans. Creativity comes into play with how this person goes about executing such strategies. Another question to ask is how this person would turn Facebook Fans or Twitter/Pinterest Followers into customers. It is one thing to generate “likes”, it’s another thing to convert a Like or Follower into a paying customer.
6. Great time management skills:
Re-activity is extremely important in building online relationship with potential customers. If someone asks a question on one of your social media platforms, an answer cannot and should not take more than hour to appear. By then your potential client has already moved on. And so have all the other people watching. Find someone who is willing to be “on-call”. Most OCM’s have every social app on their phone so that they can be accessible on the go!
7. They have a common community with your company’s community:
If you are interviewing someone who claims to be “well-connected”, great! Please note though of who these connections are! It does not really do much for your business if their connections do not coincide with your target audience. If they are sharing content from your site to their connections, how effective will it be in getting you qualified leads?
Obviously, there is no perfect candidate. If you can find someone who possesses the majority of the above 7 qualifications you are on the right track!
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