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Hiring Right! Social Media vs. Community Manager

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Hiring the right fit for the right role is the most important thing you will probably ever do as manager. Use these three basic questions to define the role, responsibilities and requirements to successfully hire your next social media or community manager.

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Hiring Right! Social Media vs. Community Manager

  1. 1. 1 A Hiring Strategy Nikoletta Vecsei Harrold Director of Community Strategy COMMUNITY VS. SOCIAL MEDIA @NIKSCHEN
  3. 3. 3 Split your social media manager and community manager duties into their own roles for 100% coverage, ownership and success.
  4. 4. 4 CREATING INDIVIDUAL ROLES • Shortage in staffing or resources ($$) • Lack of clear role definition and expectations of deliverables • Experimenting with Community Manager (CMGR), but Social Media (SoMe) is already established • Small Business/ Startup mentality with blurred lines between roles • Community is built on SoMe Channel, so why hire a separate person ROADBLOCKS
  5. 5. Inequality of role/ time spent – SoMe : CMGR (80:20%) Why: Because SoMe has been THE marketing trend for the last 15 years. CMGR has been around for 25+ years, but peaked in the 90s as peer managed forums and not brand owned roles. Only in the last 5 years has CMGR been formalized as a role 5 SOCIAL MEDIA & COMMUNITY ENGAGEMENT MANAGER @NIKSCHEN
  6. 6. 6 SOCIAL MEDIA MANAGER: • Content research • Copywriting/ curation • Image/ Media curation • Content scheduling • Ad planning • Campaign planning • Social strategy • SOV • Reporting & metrics • Social advocacy • Social listening • Covering live events A REAL DAY IN THE LIFE OF… COMMUNITY MANAGER: • Posting existing Content • Escalating Support Posts • Moderation and Replying @NIKSCHEN
  7. 7. 7 WHAT I DID NOT HAVE TIME FOR: • Engagement programs • 1:1 networking with members • Connecting peers • Welcoming new members • Advocacy and super user programs • Offline events and community collaboration • Product feedback loop • Report on health metrics • Community growth and content strategy A REAL DAY IN THE LIFE OF… NURTURING
  8. 8. WHY SHARE RESOURCES • It can save you money • Many skills are shared • You SoMe manager can grow into a CMGR role as your community is maturing • Social Media and Community have a relationship, like your home’s doorstep do with your living room 8 @NIKSCHEN
  10. 10. 10 • BY PLATFORM (Social, Collaboration, Owned, Forums) • BY INDUSTRY (Tech, Marketing, NPO, Education) • BY PURPOSE (SPACE model) COMMUNITY FLAVORS @NIKSCHEN
  11. 11. 11 SOCIAL MEDIA: A tool to share your company’s message with customers and consumers. Some social media platforms are well suited to build a community natively, some are NOT. COMMUNITY: A group of people with a shared interest on a social platform that can/ but does not have to be a social media channel. FALSE DICHOTOMY
  13. 13. SOCIAL MEDIA MANAGER A person who shares the company’s message with the public on social media channels (push communication) and creates connections between Brand and Fans. 13 @NIKSCHEN
  14. 14. SOCIAL CUSTOMER CARE A person who manages customer complaints and inquiries from online channels such as social media or communities 14 @NIKSCHEN
  15. 15. COMMUNITY MANAGER A person who creates connections between peers and/or experts, and engages with a larger audience via a push & pull communication methodology 15 @NIKSCHEN
  16. 16. 16 SHARED ATTRIBUTES • Understanding earned vs. owned social platforms and customer expectations • Recognizes social community patterns of behavior • Understands the importance of social listening • Applies social customer care principles • Understands Brand Reputation and Success/ Health metrics CMGR vs. SoMe
  17. 17. 17 UNIQUE ATTRIBUTES • Can adapt to the Brand Voice • Well versed in social media platforms (personal and professional use) • Can channel corporate message and vision into social presence • Content research and copywriting skills • Manages conversation about the brand or content • Stays on top of SoMe channel trends (but can not influence the platform roadmap) SOCIAL MEDIA MANAGER
  18. 18. 18 UNIQUE ATTRIBUTES • Maintains personal voice and character while representing the brand tone • Can facilitate (initiate) content planning across departments (silos) • Great networker for 1:1 and 1:mass connections (internal and external) • Relentless NEED to help customers/ fans • Creates engagement programs to facilitate bidirectional communication • Can set vision for the platform and community evolution COMMUNITY MANAGER
  19. 19. 19 SOCIAL MEDIA MANAGER: Responsibilities: • Listening: monitor and respond to customer service or reputation issues • Influencing: Sharing valuable content • Networking: Associating the brand with influential individuals on social • Funneling leads towards the sales channel • Measuring sentiment on social • Creating and scheduling content as needed • Adopting your social community to platform trends JOB DESCRIPTION COMMUNITY MANAGER: Responsibilities: • Adding and removing members • Welcoming new members • Establishing Community culture • Moderating posts • Providing customer support • Gathering feedback and testimonials • Introducing members and networking • Hosting events • Enforcing guidelines and policies @NIKSCHEN
  20. 20. 20 EXAMPLES COMMUNITY MANAGER-MED/ NURSING Key Responsibilities: • Create and implement robust social media campaigns, identifying social media outlets best suited to meet campaign objectives for B2C digital and social media with input from key internal stakeholders • Manage products social media assets including Facebook, Twitter, LinkedIn, YouTube, etc. • Identify and monitor influencers and build relationships with brand advocates; coordinate blogger and influencer outreach • Draft, edit, and publish blog posts, social media posts, and other social content to plan and in real time • Tag, assign, and archive conversations in social media moderation system (Sprinklr). • Escalate posts and comments to appropriate cross-functional teams. Utilize Radian6 to track online conversations and sentiment • Work with content manager and product to create, update and manage the product editorial calendar with concepts that align with business initiatives @NIKSCHEN
  21. 21. TRANSAMERICA I am proud to see that our leadership team understand the different skills and needs social media and community managers need to possess. We have defined the roles but blurred the lines, because only collaborative and relationships built outside of silos will result in the BEST experience for our customers. 21 @NIKSCHEN
  22. 22. 22 SOCIAL MEDIA MANAGER: Qualifications: - Bachelor’s degree in marketing, advertising or related field. - Two years of social media marketing experience. - Thorough understanding of social media publishing tools. - Communication and interpersonal skills for extensive interaction with internal departments and social media agency. - Project management skills to schedule and manage multiple concurrent campaigns. - Experience using Social media management & listening platform JOB DESCRIPTION COMMUNITY MANAGER: Qualifications: - Understanding of the use and purpose of social media and online communities - Communication and interpersonal skills for extensive interaction with internal departments and social media agency. - Project management skills to schedule and manage multiple concurrent campaigns. - Passion to help peers and customers - Great networking skills to create a team of volunteers and moderators for your community @NIKSCHEN
  23. 23. DEFINE THE ROLE* • Who will this hire be talking to? • What is the return on investment I expect from this role? • What does success look like for this role? 23*Thank you Suzi Nelsen @ Digital Marketer @NIKSCHEN