Many people wrongly believe that all it takes to be a great social media manager is to have a thriving personal social media account. Unfortunately, it’s not that easy. It’s part marketing, part public relations, part tech savviness, and getting just the right cocktail is nearly impossible. However, for some industries, it’s wise to look beyond the obvious and choose a SM Manager who’s literally certifiable (technically speaking).
What does someone who’s certified in Sharepoint or Lync Server have to do with SM management? It all starts with an analytical mind and plenty of ambition. Creative types are often drawn to the appealing title of SM management because they think it’ll be all fun, games and posting memes. However, here are a few reasons why you might want to seek out someone who’s proven they have a tech angle to handle your accounts:
1. They have follow through
Building a SM following that’s growing and viable isn’t an easy task and there will be plenty of crickets before it takes off. This lack of instant gratification can be impossible for a more “social” type to accept. While lacking ambition is something the greats, such as Harvard Business Review, like to tackle, one thing is certain: It has no place in SM management. Your business deserves better.
2. They’re better attuned to SM analytics
SM management isn’t just about fostering community engagement and the like. It’s also about understanding the figures, analyzing them, and then translating them into actions. There are plenty of management tools, such as those touted by Business 2 Community, but it takes a techie to be able to “read” them easily. You’ll have a better head start by hiring a geek as your SM manager.
3. They have thick skins
Once your social media presence gets popular enough, you’ll start entertaining trolls, baiters and flamers. This is also a popular venue for customers to complain. You need a thick skin, plenty of professionalism, and the ability to compartmentalize (so you’re not going over that nasty post late at night). Anyone can have this quality, but it’s a little easier to find in the tech field.
4. They communicate better in writing
Many extroverts and solid verbal communicators adore Facebook and Twitter for personal use (even if they’re not that “good” at it). However, someone with a strong technical training is well versed in communicating in writing and with images or videos. This is a natural complement to SM management. If you want a more professional approach, go with a techie.
5. They have defined career paths
Getting into SM management sounds like a fun gig, and a lot of people “finding themselves” score this job and immediately figure out it’s not what they imagined. If someone is certified in a tech field, they’ve already done the research and have a very good reason for wanting to add SM management to their resume. They know what they want and are likely to stick around a little longer.
6. They’ve been networking in different circles
Depending on your target audience, you might get better traction with a tech professional. They’re generally more stable and have more disposable income at a younger age. As a business, that’s exactly the kind of demographic you’re probably trying to reel in. Take advantage of the networks your employees come with.
This isn’t to say a social butterfly with a degree in theater can’t be the best social media manager you’ve ever had. However, think outside the box when making your next hiring decision. The best person for the job might not be an obvious match.
