Hiring social media managers

Almost everyone uses social media, but only a select few possess the skills necessary to build a compelling brand presence online. General social media managers should have a flexible command of the most popular platforms — including Instagram, Twitter, Facebook, and LinkedIn — while more specialized candidates should have in-depth knowledge of one particular platform.

Whether speaking to customers directly, marketing products and services, or boosting brand awareness, social media at the professional level requires creative, strategic thinking. A general approach may involve identifying pain points and target audiences, crafting campaigns, or methodically analyzing data.

Being fluent in any given social media platform is only half the job of a social media manager —  they also need to be competent in different programs to properly execute campaigns. These programs can assist with a number of tasks, such as scheduling and task management, video editing, and data analysis.

In addition to creating, curating, and posting content, social media managers must be able to skillfully interact with other users while maintaining company values. As social media interactions are public and often documented, a careful and strategic approach is essential. By maintaining composure in high-stakes situations, candidates can avoid additional problems.

Social media can be a boon to your organization, but always remember it is a platform entirely controlled by another company, solely capable of remedying technical issues. Whether your account is hacked externally or the entire site is down, it’s part of the social media manager’s job to spot these issues, notify the platform's support team, and get your account up and running again.

How a candidate answers this question will provide insight into their problem-solving skills, work ethic, and ability to analyze results. Their answer will also reveal their definition of a successful campaign. Whether they concern engagement or content creation, the best social media campaigns are driven by strategic thinking and creative optimization.

Many might assume that the work of a social media manager is a solitary experience, but actually many people at your organization will likely have to interact with the person in this role. Make sure you’re bringing on a team player who can execute directives from managers and effectively collaborate with teammates, all while juggling multiple public-facing accounts.

Candidate answers should reveal genuine passion for the field, whether that’s interest in niche digital trends or a desire to shape consumer brands. As social media is a complex, constantly evolving industry, candidates should be able to maintain that enthusiasm in potentially fast-paced, high-pressure environments.

When creating and optimizing campaigns, social media managers regularly analyze trends and public dialogue. How a candidate answers this question will provide insight into their interests, work ethic, and passion for the field — as well as their ability to stay on top of audience preferences and current events.