Do You Know What “Kind” of Social Media Manager You Need?

I recently came across an institution that is looking to hire a “Social Media Expert.” Here are the qualifications they are looking for:

  • Expert knowledge in analytics, social media advertising, and best practices.
  • Ability to produce regular reports to keep management informed of online presence.
  • Keep track and update all social media platforms, which include more than 300 total.
  • Ability to teach and lead best practices to employees.
  • Create and establish procedures for social media.
  • Create, establish and manage an online content calendar.
  • Stay up-to-date on social media trends and changes.
  • Fully understand social media analytics and in turn, be able to decipher what’s working and what’s not working online.
  • Analyze what’s working and what’s not working on social media pages.
  • Post on social media platforms.
  • Create effective social media ad campaigns.
  • Must be able to set attainable goals for online presence.
  • Create effective brand awareness for the institution.
  • Monitor online reputation and respond appropriately when needed.
  • Manage all content that is shared online.
  • Create and publish high-quality content.
  • Create systems that will improve the sharing of content.
  • Create and implement a publishing schedule.
  • Create relevant and time appropriate marketing campaigns.

As you can see, this institution is looking to hire an expert. With more than 300 social media accounts to manage, this will require someone with the ability to plan, organize and manage their time well, along with having the expert knowledge that is needed to manage the online brand and voice of this company.

Here’s the issue: they want an expert, but their budget only allows them to pay for a beginner. As more and more organizations and ministries are seeing the importance of their online “brand,” I think it’s important that their budget reflect the significance of this position. If they want a beginner, no problem, but they have to be willing to see and know that a beginner will be learning as they go and for the time being, may not be able to accomplish all that an “expert” would be able to accomplish. If they want an expert, they have to be willing to make that pay, that salary a budget priority.

Far too often employers are looking for a SM Specialist that can “save the world” but the reality is, that’s just not possible. So, if you find yourself looking to hire a SM Manager/Specialist, here are some questions to consider so that you know in advance, what “kind” of social media strategist you need to hire:

  • What point are you at in your ministry? This will help determine whether you are looking for a beginner SM Specialist or an expert.
  • Realistically, what is your budget for this position? Does your budget allow you to pay a beginner salary or expert salary?
  • What are the most important tasks that need to be completed for the next year? Knowing these tasks upfront will help you know whether you need a beginner or expert.
  • If you are looking for a beginner, are you willing to provide a budget for their continual learning and growth?
  • If you are looking for an expert, are you willing to provide a budget for their continual learning and growth?
  • If you are looking for an expert, are you ok with giving them the time off to speak at conferences and events that they will most likely be asked to speak at?
  • Does your budget allow for a part-time or full-time SM Manager? Many experts prefer a full-time position so if your budget only allows for part-time help, you may need to hire a beginner.
  • Will your budget allow you to purchase the needed tools that your social media manager will need to complete tasks (graphics, monitoring tools, scheduling tools, etc.)?
  • Are you able to trust your online brand to a beginner or do you need/want an expert?
  • Do you prefer someone who has a “successful history” working with clients and portfolio to prove it, or are you ok with taking someone under your “wing” as they learn the ins and outs of social media? Are you ok with giving someone a “chance” or do you prefer someone who has proven himself or herself already?
  • What do you want to accomplish through your social media platforms? Knowing your goals upfront will allow you to know whether or not a beginner or expert can help you reach those goals.

Knowing the answers to these questions will help you decide the “kind” of social media manager your ministry needs in this season of life.

With over 2 billion social media users, it’s apparent that this is one area that ministries must be actively engaged on. No longer can this avenue be ignored, no matter the size of you’re your ministry. The question you have to ask yourself is whether or not you need a beginner or expert.

Share with me below, have you hired a social media manager for your ministry? Why or why not?

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