Hi there:
More and more I hear from brands who've been disappointed by the work (or lack thereof) of a social media specialist. Some of these complaints are about well-known names in social media and practitioners backed by credible organizations like WOMMA, PRSA, and the AMA. With so-called "earned media" there are always going to be successes and failures, there are no guarantees here, but there are ways for brands to better vet who they work with in this field.
A Social Media search checklist:
- Define your needs. Do you need a high-level strategist, creative, an educator on the tools, or a day-to-day team in the trenches with you? If you don't know what you need, survey your team or discuss your business goals during the RFP/vetting process and ask for input on a recommended scope of work.
- Ask trusted sources for recommended SM specialists.
- Find an example of a successful social media campaign that wowed you. Research who executed that and how. Share that example with your candidates so they better understand your idea of success.
- Research the SM agency or individual. Check out their pages/accounts/blogs. Find out who they are. Look into their experience in the field.
- Ask for case studies. While social media is still young, a lot of great work/campaigns have been done. Ask them what they've done. The proof is in the pudding. Even if they are providing high level strategy, I firmly believe they should have current work under their belt. How can you make a solid recommendation on approach, if you're not actively out there, working and accountable for the success of your ideas?
- Ask direct questions about their work/role in their case studies. What was this person's contribution to the work? Who else contributed and how?
- Ask for client references. Connect with their clients and seek feedback on the project or campaign.
- Agree upon quantifiable program goals.
- State clear timing expectations.
- Be nimble. If an agreed upon approach isn't working, challenge your SM partner to develop a new approach. One of the best things about SM is that it IS a changing landscape and you can switch gears and try new things without a huge spend set in stone.
13 comments:
Annie, this is great advice. I have saved this for my resources collection. Thanks for writing it!
This is a great list of solid advice.
However, as someone just getting started as an independent social media/digital marketing professional, without an extensive track record, I hope my potential clients do not come across your blog.
Completely agree with the list of questions every CMO/Brand Manager diving into social media should be asking their agency or Social Media partner.
Stumbled here looking for good checklist for brands who are looking to hire agencies to manage their Social Media efforts. Going to show them your check list :)
Thanks for taking the time to discuss this, I feel strongly about it and love learning more on this topic. If possible, as you gain expertise, would you mind
micro-bloggingupdating your blog with more information?It is extremely helpful for me.
I totally agree. Social media is the new wave for marketing industry, it's quick and easy compare to traditional marketing but it should be done properly and professionally in order to be effective. Thank you for sharing. Keep posting, I like to read more of your future blogs.
Great advice! I feel like many companies post job listings for social media strategists but really have no idea what they're even looking for. Clearly qualifications are something that need to be addressed in an increasingly important industry.
I agree that many points of social media need to be addressed. It goes without saying that companies definitely dont know what they are looking for and part is due to the explosive growth the social media scene has had in the last 2 years and even the exponential growth in the last 6 months. I regard to having a proven track record for those starting out in social media... Social media specialist just starting out can always partner with a non-profit company and accomplish a common goal and use those for mini-success stories to help boost their notoriety.
Great advice Annie!
I think if you are serious about your social media campaign brining in a specialist to manage it for you is a must, there are so many different networks out their that it makes it very time consuming.
It is also very important to track your ROI, whether that be hits on your site or email sign ups. It's all very well having 40'000 followers on twitter but if it is not building future customers whats the point.
You have made some good points!
A good roadmap that when followed religiously would minimize difficulties and enhances success.
Since integrating social media into your marketing mix helps expand your reach, increase sales, and build your fan base, it's important to maximize your social media marketing's efficiency.
Nice post and this post helped me a lot in my college assignment. Thank you seeking your information.
@vince - Instead of being scared because your not yet qualified as a Social Media Professional, why not use this post as a guide. A very informative post is provided and as DGM you should have all of it. So set aside the scary part and start learning.
Hey Annie, Great post! You have clearly mentioned of what any company should see while planning to hire Social Media Services/ Specialists. And everything is to the point. Social Media Services is something most of the organizations are looking for these days.
Sharon @ SEO Services Netherlands
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