|Posted by EOTM Admin on February 17, 2014 at 12:15 AM|
Social media has changed everything when it comes to marketing.
Now, instead of spending a ton of money hoping to get in front of the “press,” you are the media. Social media allows you to connect with people and encourage engagement with very little money and only a nominal effort.
Let’s face it -- your social media strategy is about more than monitoring social media -- it touches customer service, vendor relations, social media recruiting and more. Thus many organizations are bringing in new staff to handle their social media strategy.
WHEN Should You Hire?
Because sites like Facebook, Twitter, Tumblr, Google Plus, etc. give anyone a platform to say what they think, it’s important to remember that every company has a social media marketing presence -- even if they’re not involved.
As such, the “tipping point” of hiring a social media expert may be when you’re building your company brand, or when maintaining your social media strategy becomes too much for your current staff to handle.
You should also consider hiring when you don’t have enough in-house talent with a background in digital strategy.
Notably, anyone who “takes the wheel” of your company's online presence is essentially speaking on behalf of your organization, so their technical knowledge has to be balanced with a mature leader’s perspective.
“The right person to lead this initiative within a company must have a strong understanding of the business and its operations including the internal political landscape -- as well as a finger on the pulse of the constantly evolving external market.
WHO Should You Hire?
What qualities should you look for when hiring a social media specialist to implement your social media strategy?
Just because someone is a “digital native” does not make them uniquely qualified to manage your online branding. Avoid the mistake of allowing the person who knows the least about your organization to handle potentially the most powerful communication tool you have.
If you’re evaluating a candidate, take a look at their social media presence. How many followers do they have? Are they engaged and involved? How do they respond to criticism? The reality of business is that very few people tweet -- for example -- just to say ‘I love you,' so responding to negative comments in a professional manner is critical.
These questions are especially important as many businesses find that their company brand has a tendency to get folded into employees’ “personal” brands over time.
HOW Should You Measure Success?
While social media strategies are as unique to a business as its logo, there are two benchmarks you can use to evaluate success, beginning with tangible results.
Start with how many followers are you building. If you set a goal to increase Facebook “likes” or Twitter followers by 10% over a three-month period, did your team hit the mark?
Beyond volume, it’s also important to measure the engagement of your followers. One way to monitor this is to recount your retweets and your post comments. (Note: Don’t just count though -- respond!)
Additionally, there’s another way to measure your social media team’s performance that is equally important -- the ability to drive business results from experimental stages to full-scale implementation.
The performance of a social media officer should be based on the ability to take a wide range of innovation concepts from early stage to a narrow set of initiatives in production, contributing to business operations, thus impacting revenue. It isn’t just about a short-term sales boosts. It’s about putting people in place who can build relationships for the long-term.
Enhance your brands ability to develop trust with consumers - EOTM Media is here to help, contact us today!
213-290-3573 or pr@eotmradio(dot)com. -- Follow on Twitter @eotmpr
PR Tip: Create a Teaser Campaign on Facebook
When your idea is nothing more than a thought, start brainstorming ways you can employ social media to hint that something exciting is coming.