There’s something you have to clarify before you hire someone to do any social media work. You have to define how your business sees social media. Are you approaching this like a direct marketer, who wants to track everything and know their ROI for each platform? Or are you approaching this more like a brand marketer, who simply wants a presence on specific social media accounts? If you are willing to take a brand marketer’s approach, can your business financially support doing social media purely as a brand-building exercise? And if you would be happy simply with a larger presence on social media, will your finance department be happy with that? If finance is not happy with that, what could the consequences be?[/vc_column_text] Setting goals for your new hire It helps to have three levels of goals for marketing initiatives.
Social media is an inexact science. You can start out with a focus on one thing and have that initial goal fail, only to discover that some other part of your work is actually creating great results. For example, after you finally get some tracking set up, you could learn that your Facebook work is a bust, but Linked, In is actually generating a positive ROI.
Your social media work is generating a small but steady trickle of sales. You are certain you could increase this trickle, but either you can’t get to it personally, or your existing social media staff is already maxed out. You’ve already got an intern part-time and a social media person who works full time.
Results are a little sketchy, but you’re approaching this more as a branding exercise, so you’re okay with the fuzzy results. Where you’re really lacking is in social media automation and tracking. You also feel like the whole social media program needs a thorough audit. You have neither the skills nor the time to do such an audit.
Define success and set expectations Suppose you’ve got enough success with social media to justify a new hire. The next thing is to spell out what success for this new hire would look like. Whether you’re hiring a 10-hour a week intern, a full-time social media manager, or an ad agency, you need to define what success is going to look like.
The intern needs supervision and a computer. Those are costs. The results required get more demanding if you want to hire a 10-hour a week consultant, for, say $50 an hour. That’s $2,000 a month, which means there’s got to be a quantifiable business return based on that kind of spend.
The website estimates that it’s common for agencies to charge $1,000-$2,500 per month to manage just a Twitter account. That doesn’t include setup either – that would be even more expensive. To have a PR agency manage your Facebook page, expect to spend $2,500 to $5,000 per month. Some agencies will charge as much as $9,000 per month.
An average cost would be $4,000–7,000 per month. With prices like that, you may be better off just hiring someone to help you full-time. If you used the mid-range of the Creative Group’s estimate of a social media manager salary ($80,000 a year) and added a conservative (15%) burden, that would work out to $7,666 per month.
If you have a slate of highly diverse tasks each calling for a high level of competence, you might be better off with an agency, at least to set things up. Now that you have a job description and a salary allocated, where can you start looking for your new hire? Place a job listing on all the usual places, like Linked, In, Glassdoor and other job boards.
Just someone is over 50 doesn’t mean they can’t be a rock star social marketer. The most conservative action is to check only the links they provide. After you’ve checked someone’s social media accounts and gone back at least a month through their activity, it’s time to check their numbers - social media, social media manager, social media management, social media accounts, social media managers, social media marketing, social media strategy, social media platforms, content calendar, new york, social media profiles, account manager, social media account, public relations, target audience, social media specialist, social networks, social media presence, manager jobs, social network, social media specialists, community manager, social media networks, social media audit, brand awareness, social media directory, social media users, influencer marketing, social accounts, customer service.
It’s a bit more refined than Klout because it shows a person’s level of influence in different topic areas. Once again, though, take what it tells you with a grain of salt. Kred scores people on a scale from zero to 1,000. Here’s how those scores break out: Above 500 is above average, Above 600 is in the top 21. social media, social media manager, social media management, social media accounts, social media managers, social media marketing, social media strategy, social media platforms, content calendar, new york, social media profiles, account manager, social media account, public relations, target audience, social media specialist, social networks, social media presence, manager jobs, social network, social media specialists, community manager, social media networks, social media audit, brand awareness, social media directory, social media users, influencer marketing, social accounts, customer service.
1% All this assessment of someone’s social media stature raises another issue: Will you expect your new hire to use his or her personal influence and personal social media accounts to promote your brand? Now it’s your turn That’s enough information to get you well on your way to finding the perfect social media hire.