Question: Our company is a small one and we have just forayed into social media. In fact we are planning to hire an intern to handle this responsibility. What qualities should I look for when hiring for this position and what training do you recommend?
Answer:
Before I answer that question, let me ask you: would you hire an intern to write your press releases? I am guessing not, obviously because your press release is an announcement issued from your company and about your company to the rest of the world. Similarly your voice on Twitter, Facebook or any other social media is nothing less important (in fact it is at times even more important) than what you say in your press release. To be the voice of your company, the person who is entrusted with this responsibility should not only be qualified but also experienced in corporate communication.
Our recent poll on ‘Corporate usage of Social Media’ showed that an overwhelming 81.6% believe that social media can potentially destroy a company’s reputation if not done right. When looking to hire for such a role, some obvious indicators for a suitable candidate would be:
- Background in Communication – with preferably a degree and/or 3-5 years experience in journalism, PR or marketing.
- Search for candidates who like to start conversations online and get other people excited. Look up their profile online. Are they thought leaders? Do they maintain a blog? How do they sound on twitter?
- Carefully review their past performance. Since social media is still a little tricky when it comes to measuring success or impact of a campaign, look for other indicators to measure how successful they have been. Try to find out if they have managed to replicate successful execution repeatedly and not just once.
- Look for individuals who are passionate about your brand or your cause. This is a very important trait and it makes a huge difference. You can either sound like an automated robot on your social pages, or sound like a real fan who is genuinely excited about letting everyone know about your company- this is the difference a passionate individual in this role can bring.
Having said that, it would also be a good idea to hire an intern to assist the social media guru in your company. Bayt.com’s recent poll on ‘Corporate use of Social Media’ revealed that a majority of companies have only one person managing their social media accounts. Having more than one person to manage your social media will ensure healthy exchange of ideas, fresh content and less chances of any social media faux pass.
Social media is constantly evolving with new platforms emerging every now and then, thus most available trainings are bound to go obsolete very quickly. Therefore, I recommend that you develop detailed social media guidelines. Almost 36% of companies do not have social media guidelines for their employees. Your social media guidelines should explain your brand personality, your brand voice, best practices for everyday and at the times of crisis communication.
Social media is here to stay, so getting involved in it is definitely a step in the right direction for your company. Remember, it is all about bringing your brand to life online by being fun and engaging.
