Hope everyone had a wonderful 4th of July holiday!
Welcome back to our Blogging Book Club discussion of “The Now Revolution.” We are now in Shift 2, where Jay and Amber discuss finding the right talent to represent your business and act as stewards of your culture.
I love the list outlined on pages 37-38 that detail what a social media role might entail. Perhaps the most important point in this Shift (in my opinion) is that none of the responsibilities speak specifically to social channels. I can’t tell you how many times I see job descriptions that require candidates to be proficient in Facebook and Twitter. Channels evolve. It’s far more important to have someone on your team that can apply social tactics in ways that align with business objectives… utilizing an array of tools that may be appropriate for the approach at hand.
A few weeks ago, I had the opportunity to present a social media overview to some public relations students at Ohio University. I shared the below list with them, as these are questions I typically ask myself when considering a candidate who wants to work in social marketing:
- Has she managed a project, product launch, or marketing campaign before?
- Can he write effectively and persuasively?
- Does he maintain his own blog and is active on Facebook, Twitter, and LinkedIn?
- Does she understand marketing concepts like branding, buyer personas, consumer awareness, and lead generation?
- Can she identify social media metrics to measure impact of social media activity on business goals?
- Is she familiar with multiple social media channels such as blogging, social networks, social bookmarks?
- Does he know how to effectively perform research online?
- Can he describe the process of social media marketing to someone unfamiliar with the subject?
- Can he measure, analyze, and recommend different types of social media activity and why it makes sense to use different tactics in different situations?
- Does she know how to increase fans and followers on social networks by listening and engaging?
I’ve found that targeting talent with these abilities result in a much more nimble, efficient and effective team.
Now. Let’s get talkin’!
Please share your responses via the comment field below. Number your answers so that we know which questions you are addressing. Feel free to answer all, or just a few that interest you the most.
- Would you hire a “generalist,” rather than someone who specializes in a particular channel or type of marketing tactic (e.g., public relations, social media, etc.)? The concept seems to make sense, but how easy or difficult is it to find these people? How do you identify in the span of a few interviews that they bring the right mix of talents to the table?
- How do you know when someone is a right fit culturally? What are some of the questions you might ask in an interview to get to that answer? Or, what might you look for in their social profiles that would be a strong “right fit” indicator?
- What are your thoughts on Jay and Amber’s list of responsibilities for a social media role (p. 37-38)? Thoughts on my list of questions to identify the right social marketing talent? Anything to add to either list?
For next week: Read “Shift 3: Organize Your Armies.”