How to Hire a Social Media Rock Star – Part 1

So, your organization is ready to hire someone to manage social media. But how do you make sure your choice to fill the vacancy is the right one? The first thing to do – even before you start looking – is to define your strategy.

What will you do with your social media accounts and how do they fit into your overall business strategy?

Advertise/Market: Gain a following, advertise products and services, advertise company, increase market share.

This involves generating content with a high interest level and engagement. Harnessing word of mouth is your best bet, which means you’ll need an intensive engagement strategy to build a groundswell. Ford’s CMO, James Farley, says “You can’t just say it. You have to get the people to say it to each other.” That’s what social media is all about.

Customer Service touchpoint: Gauge the barometer of what people are saying about you, monitor and respond to your customers and users.

Search tools can help you monitor what people are saying about your company and products. Responding immediately gives your customers the instant gratification we all love. Besides, studies show that a complaint handled well is likely to bring repeat business. Use social media to connect with users, especially after a bad experience or to help them troubleshoot, and you’re likely to see some major returns.

Operational functionality: Using social media can help people connect across your business – employees, customers – vertically and horizontally.

Staff training combined with an innovative integration of technology can streamline business processes. Resolving issues before they become problems, facilitating communication, and collecting data are all ways to use social media to improve operational functionality.

Once you have your goals in mind, you’ll want to build your strategy around 3 basic factors:

  1. Be authentic to build trust.
  2. Be social to build relationships.
  3. Be useful to build value.

Stay tuned for part 2 tomorrow.

Credit: Ross Dawson Blog

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