The one question to ask before picking a social media manager

One question to ask before you pick a social media managerBy Paula Wethington

Let’s say you are appointing or hiring someone to post content to your social media accounts.

The question you need to avoid asking is “Do you know how to use Facebook?”

This is too broad a query to result in the response you really want.

To explain: Research shows over 70 percent of American adults who use the Internet also use Facebook. But as you’ve probably noticed, not everyone has the same proficiency in understanding how the news feed works; how to use the Page functions (which differ quite a bit from Profile functions); or whether they found a reliable source or official page before hitting “share” or “check in.”

This is why scams, rumors, old content, unclaimed “community” pages and “fake news” so frequently and easily populate the network.

The one question you SHOULD ask instead starts with picking a piece of content, link or message.

Your question becomes that example and:

“What would you do with this on social media?”

A caution: Based on my conversations with freelancer and social media marketing agency owners, one of their frustrations is that contacts ask for a “conversation” or interview to get advice without hiring anyone to do the work.

You can reassure them that you are not doing that by picking a piece of content that won’t be, for whatever reason, an upcoming project for your brand or company. Instead, pick one of your competitor’s topics, or a campaign or project that has concluded.

Then listen for marketing, content writing, illustration and community response strategies relevant to that selection. These discussion points are among those that someone who has the experience and / or training to handle social media for a company or client might respond with:

  • A discussion of which target audience is potentially interested in that content.
  • What social networks this content would most likely be a good fit for.
  • Which trending or seasonal topics one could tie in this content with.
  • When is the best (or worst) time of day or week to post that content on specific networks.
  • Why a specific strategy such as hashtags, post targeting, a series of tweets, or cross-promotion could work for this example.
  • Whether it is advisable to consider promoted posts for that content.
  • How to write the tweet, title or description so that search engines or news feeds understand the content.
  • A description of a photograph or illustration that could help get that content noticed on a particular social media network.
  • How you could turn that content into an opt-in resource so to collect email addresses.
  • The reactions one can expect for that content, including follow-up questions the social media manager should be prepared to answer.

If you hear these details or other specifics beyond “I’ll post it on Facebook,” then you are talking to someone who knows more than just how to make a post on Facebook. Proceed accordingly.

If you want suggestions for candidate questions, whether in house or outsourced, here are some great posts on this topic:

If you are interested in social media and digital media, I have a huge collection of resources on my Pinterest account.

This post was written in January 2017, updated in May 2017.

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Author: Paula Wethington

Paula has over 10 years experience working in a variety of digital and social media formats on behalf of a newsroom; and over 25 years total working as a reporter at newspapers in Ohio and Michigan.

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