How to Hire a Social Media Manager Who Can Sell
Need to hire a social media manager, freelancer or agency ... or get your current resource focused on sales? Here's a quick way to get everyone aimed at the goal: engagement that creates leads, referrals and sales, not just shares, comments and followers.
3 Phrases to Watch Out For
There are three "red flag" phrases to watch out for in the interview process, during weekly meetings or in performance reviews. These are:
1. "People are not on social media to be sold." If your social media manager or candidate tells you this, it's a warning sign. Pay attention! I'll show you why this belief is so dangerous in detail below.
2. "Marketing and advertising are long-term, not instant." In short, any good seller or marketer (you) already understands and appreciates this. The statement is a hedge.
3. "Social media marketing is mostly about building brand equity (as opposed to selling)." Indeed, but this presumes getting and maintaining brand equity is not about selling.
"You don't sell someone something by engagement, conversation and relationship. You create engagement, conversation and relationships by selling them something," says Bob Hoffman, CEO at Hoffman Lewis.
In many cases, any one (or all) of these phrases can be signs of a belief system that does not take responsibility for strategies like blogging for lead generation. Tactics supporting this viewpoint are often made by social media managers who don't know how (or don't want) to take responsibility for generating sales.
To be clear, this exercise is not about judging your social media manager personally. I'm sure he or she is a great person. This is about making sure you know how to hire a social media manager who can sell.
"People Are Not on Social Media to Be Sold"
This one is the most dangerous. It sounds totally rational and a little part of each of us can relate to this claim—until you think about it for a minute.