Someone who understands how to use social media tools and networks may not be the same person who understands how businesses make a profit from working with other businesses.
If you post an ad for social media management, you’ll likely receive a flood of applicants from unqualified people and if you don’t understand how social media works, you may be bamboozled!
Here are 7 priorities to look for:
1. Do they USE LinkedIn?
Is the candidate on LinkedIn? Do they actively use it? If they don’t rely on the most professional network in the world for anything, they’re unlikely going to intuitively turn there to talk with your clients. This could mean a LOT of training time for you!
2. Who do they know, AND who knows them?
If you expect a new hire to bring referrals from social media, they can’t be wasting time posting photos of cute kitties all day long. B2B business is all about who you know, like, and trust, and who knows, likes, and trusts you. If you hire someone who is not connected with anyone in the circle of people your company does business with or needs to know, it could take a while before they understand the dynamics of your “business friends.”
3. Do they understand what a “business friend” is?
Making business friends is not the same as making personal friends. Often times, business friends become personal friends but business friends are primarily made because someone becomes or sends someone else a client. Send someone two new clients and you’re BFFs! If your potential new hire tends to take things personally, they may struggle in a professional services social media position. A good B2B social media manager understands there’s no room for drama in business.
4. Do they understand how to earn money without a salary?
How would your new hire prioritize social media tasks if they were only paid based on who became a client or referred a client? It’s easy to waste time if there’s no accountability for time spent on social networks and a person who understands how to work on commission often prioritizes time better than someone who has only worked for a salary. It’s not so easy to get caught up with all the online noise if it impacts your paycheck.
5. Do they understand hashtags?
This may not seem like a big deal but if the new hire doesn’t understand how a hashtag works, he or she will not be able to find your company the best conversations to participate in… and that’s a big deal. They also can’t participate during live business events, which means there won’t be much exposure for your company outside of a sponsorship.
6. How disciplined can they be?
Discipline must dominate a social media manager’s life. At any given moment, something could be tweeted or posted that distracts them. It could be good news, bad news, a notification, a new event popping up, a comment on a post, or just about anything in between and the ability to redirect and stay on task is critical to success as a social media manager.
Because of so many competing priorities, serious organization and time management skills are needed to be a good social media manager. Social networks go on 24 hours a day, which often leaves social media managers feeling like they can’t ever be “off.” A person who is not proactive about their time will fall victim to reacting to everything that happens online and become overwhelmed when they run out of time.
7. Would you be comfortable sending this person to lunch with your very best client?
This is the bottom line. If you expect someone to use social networks to bring in new clients, who do you think they are going to be talking to online? CLIENTS! And hopefully, your client’s friends! If you can’t trust your social media manager with them OFF line, why in the world would you allow them to chat with them ONline?
Social media for professional services should mirror ONline what you have going on OFFline. If you hire a social media manager who doesn’t understand how to generate referrals for your company in real life, how can they do the job online?
Does your Social Media strategy need a boost? Maybe it’s time for a SmartSocial Media Plan!