Building Your Social Media Team
You may not realize it but those six-figure marketers and social media rock-stars don’t do everything themselves. Smart business owners surround themselves with smart people who can help them attain their goals. You can learn from these smart business owners and build your social media team, right from the start.[featured-video=plus]
Now that you know one of the biggest secrets about successful social marketing, you can start building your team. But first, you’ll want to learn how to set goals, hire people that are perfect for your team, evaluate results, and set goals, among other things.
Define Your Social Media Goals
The very first thing you must do in order to put together the right team for your business is to define your goals for your audience, products, services, social engagement, and more. Setting goals is important because you need to set conversion goals that are numerical so that they can be easily tracked.
Let’s look at some examples:
- Audience – You’ll need to know who your audience is, what they need from you, and where they hang out. Plus you’ll need to know how big the entire audience is so that you can know how many you can attract to your social media networks and what is a reasonable amount to spend to capture as large a percentage of the total audience as possible.
- Products – If you’re selling products, you need to know how many you need to sell to break even. If you have a deep and wide product funnel, you’ll likely make more money if one sale of one of the products puts your customer on the right list to bring them through your product funnel.
- Services – Many service providers don’t realize the importance of a strong social media presence. But, remember. Customers buy from people that they know, like, and trust. Whether the customer buys a shirt or a laundry service plan, the fact holds true. However, many people find that the “know, like, and trust” factors can hold greater significance if the buyer needs to spend time with the service provider. A strong social presence can help you build those relationships.
- Engagement – One of the goals of all social media interaction is engagement. Engagement can lead to sales faster than other methods because of the emotional and trust factors. If you interact and engage using the right social media strategies, your business will flourish. You need help to do this. Finding the right service provider who understands the importance of real-time engagement can make a huge difference to your reputation and your bottom line.
Anytime you have any conversion goals, you need to look for an expert. For example, if you want to make more sales, find a social media expert who is good at creating ads, landing pages, and then translating that into social media promotions or campaigns.
Get to Know Influencers within Your Niche
Get to now the influencers within your niche. These are the people you go to for the latest news regarding your niche. Ask them if they can recommend a social media specialist or manager. You may even luck up and get to hire their social media manager, since most service providers have multiple customers and clients.
This will allow you to leverage the knowledge of those who have gone before you. A social media specialist or manager who works with the movers and shakers is probably going to be knowledgeable and gets good results. That might be exactly what you need.
- Who Are They? – Even if you don’t know who the movers and shakers are, you can locate them. One way to find them is to follow your audience and your competition on social media to see who they follow and where they get their information.
- How Can You Connect? – Go to their websites, join their mailing lists, and join them on social media so that you can get to know them. Participate and engage with the influencers and then you can simply ask them who they recommend.
Getting to know the influencers within your niche is an imperative that everyone who wants to be successful building a social media community and team needs to know. One thing is clear about being successful. You do not need to reinvent the wheel. Someone has already done this and paved a path for you to follow. Find those people, follow them, and engage with them.
Identify Resources You Currently Have & Need
As you’re getting to know the influencers, it’s important to take stock of the resources you already have. Resources include your outsourcing budget, the people you already have available to you, plus any technology that helps. Identify what you have, and make a list of what you need.
- Know Your Budget – Depending on how deep your pockets are will guide you about how many team members you can add to your social media team right now, and inform how much you need to increase your profit to add more people to your team. Keep in mind, anytime you can outsource something for less than it cost you to do it yourself you’re winning.
- Know Your People – Who helps you now? Who can help you if you put them on the payroll? There may be clients and customers that are ultimate fans and have the skills to help you with social media. Figure out who these people are. Start building additional and stronger connections with these resources.
- Understand Tech – There is a lot of technology that you can use to automate the non-engaging parts of social media. For example, you can use Buffer.com to schedule social media updates, and even remind you to push out Instagram posts. This can cut down on some of the time outsourcers need to spend.
Now that you know what you have, it’s time to make a list of your needs. It might help to take a week and take note of every action you take that has to do with social media. Did you make a meme using Canva.com? Did you answer some customer service questions on Twitter.com? Did you host a FB Live event on Facebook? What parts can be completed by someone else without anyone noticing without engagement suffering?
Plan Your Team Structure
Within the list you have created, you should be able to identify what team members you need now and even later as a goal as you increase your income. It may help to give each team member that you need a title or role.
For example, you may need the following roles:
- Content Creator – Someone who is good at writing content, blurbs to introduce your blog content, perhaps even write your blog content in addition to your social media content. The content that goes on social media needs to relate back to your website or blog content, so the social media content creator needs to be on the same page as anyone else you have creating content for other online real estate.
- Graphic Designer – You may not need someone who can do everything when it comes to social media. But if someone is good at making memes, finding the right images to get people’s attention, and putting that all together, then that’s going to help a lot. While it might take you two hours to make one meme, it’s going to take a graphic designer a fraction of the time.
- Community Manager – If you run a group anywhere online you may need a community manager, especially once your group grows beyond a certain point. Running a group or community can take a lot of time. Find someone who has experience in managing communities like yours.
You get the idea. You may also need a customer service assistant, a Facebook ads manager, or even a Google ads manager. Whatever it is that you need to ensure that your social media marketing team is awesome, create a role for it whether it currently fits your budget.
Once you have identified the roles, you can then decide what each of these people will do so that you can design your advertisement. Avoid trying to hire an “all in one” person to do everything. You need a team, which can work together if someone gets sick or is out for a week.
You can hire service providers with the specific skills to help you on an hourly basis, rather hiring a high-priced expert. But, what you want is a solid social media team that works well together and gets the job done. The way to get that is to be very specific about the title, duties, and the skills.
What Skills Do They Need?
For each role that you created, you’ll need to outline the skills and experience that they need so that you’ll recognize a good fit when you find them.
Some examples of what they may need to be good at helping you with your social media are:
- Social Media Knowledge – They need to know about the specific social media you want them to work with.
- Informed – They need to stay up to date on social trends and news affecting your industry and the social media industry in general. For example, they should be among the first to realize major changes are taking place so you can prepare.
- Communication Skills – Social media is all about communication and engagement. A great social media expert will have excellent communication skills.
- Passion about Your Brand – The more someone likes your brand and can advocate for it, the better they’re going to be at promoting you.
- Detail Oriented – There are many boxes to check, i’s to dot, and t’s to cross and they need to be good at following directions and noticing when something is off. Nothing is worse than sending out a great meme with a grammar error.
- Understand Social Metrics – Each expert should know how to set goals and verify whether benchmarks were met on each social media platform.
- Have Expert Knowledge about Your Products – This may not happen overnight, but with the right information and training provided by you, and the desire of the individual, they should become experts in your products so that they can easily help people.
- Understand In-depth How Your Business Works – Seeing how all the pieces of the puzzle work together and where they fit into the overall business is very helpful.
- Customer Service Enthusiast – Anyone you put on your customer service team should know all the ins and outs of CS. This includes how to make a customer feel valued and appreciated.
- Compatibility – This is the most important criteria because a person can be an expert but if their personality clashes with yours or with other team members. The overall fit is not good and you probably need to keep looking for someone to fill the role. Try a test run to see how it goes with each new person.
You can make your own list of skills for each role. Some skills cross over from role to role. For example, if you have a writer with good SEO skills, you may not need to hire a social media SEO expert to create social media content.
Questions to Ask Potential New Staff
When you identify someone to fill a particular role on your social media team, you’ll want to interview them and ask them the right questions. One thing to be careful about when hiring outsourcers is that most of them to not want to be employees, and they have their own onboarding methods. But, you can still interview them and get to know them before choosing them for your team. You’ll want to come up with questions for each role.
- What types of content have you created and for whom?
- Do you have samples of your work?
- If you started today, what types of content do you think I need in the next month?
- Have you looked at my group/blog/website? If so, what were your first three thoughts in relation to the type of content I have?
- How do you feel about deadlines?
- What software do you use?
- Do you have examples of graphics created for social media?
- In what ways do your graphics increase engagement?
- What are some ideas you have to improve my business?
- What types of things get in the way of meeting deadlines?
- What are your platform specialties?
- How do you define success?
- What do you know about my business?
- Which platforms do you suggest we have a presence on?
- What do you know about analytics?
- What software do you use for analytics?
- Do I need to purchase any specific software to work with you?
A good way to figure out what type of questions to ask when you don’t even know the first thing about that particular role is to Google it. Just ask Google “What questions should I ask _________”? Fill in the blank for the role you’re trying to fill.
Modify the questions to be more specific to your business. Include whether the team member will be a contractor or employee. If you interview more than one person for a role be sure to ask them the same questions. When you know your offers and the goals of each you’ll do great building your social media team.
Where to Find Team Members
Finding the right person to fill a particular role may take a little time and effort but it’ll be worth it. Determining what needs to be done, and who will do it is the hardest part of the equation. But once it’s all in place your business should run like clockwork. First, you have to know where to look.
- Ask Your Colleagues – Fellow business owners and JV partners can often be the best place to go to find the best people. Ask who they recommend, as soon as you have defined the team member’s role and responsibilities.
- HootSuite.com – If certification and knowledge of HootSuite.com are important you can check out this social media consultant directory of people who have completed training and been certified by HootSuite.com.
- Upwork.com – This a good place to find a variety of team members. They also have a way to manage payment to make sure you receive the service you pay for. If you never or seldom worked with service providers, hiring people on a project-by-project basis allows you to learn the ropes as your projects are completed.
- Vanetworking.com – You can list your position with VA networking. Even if the position isn’t a “traditional” VA job, this is a great place to find qualified service providers.
- CloudPeeps.com – If you want to hire a social media manager this is a great place to find someone who fits the bill. With their system, you can request free proposals, or search based on your budget.
However, you choose to find your team, take the time to develop each role fully so that you know without a doubt what you want them to do. Then take the time to interview more than one person, give them a short test run, and then go from there. You’ll be glad you did.
Building your social media team might seem daunting to start with, especially if you’re not sure of the terminology. But, by learning about service/product providers, as well as defining your goals, roles, and expectations, you can build an awesome team that helps you work and profit more than ever before.