Hi there:
More and more I hear from brands who've been disappointed by the work (or lack thereof) of a social media specialist. Some of these complaints are about well-known names in social media and practitioners backed by credible organizations like WOMMA, PRSA, and the AMA. With so-called "earned media" there are always going to be successes and failures, there are no guarantees here, but there are ways for brands to better vet who they work with in this field.
A Social Media search checklist:
- Define your needs. Do you need a high-level strategist, creative, an educator on the tools, or a day-to-day team in the trenches with you? If you don't know what you need, survey your team or discuss your business goals during the RFP/vetting process and ask for input on a recommended scope of work.
- Ask trusted sources for recommended SM specialists.
- Find an example of a successful social media campaign that wowed you. Research who executed that and how. Share that example with your candidates so they better understand your idea of success.
- Research the SM agency or individual. Check out their pages/accounts/blogs. Find out who they are. Look into their experience in the field.
- Ask for case studies. While social media is still young, a lot of great work/campaigns have been done. Ask them what they've done. The proof is in the pudding. Even if they are providing high level strategy, I firmly believe they should have current work under their belt. How can you make a solid recommendation on approach, if you're not actively out there, working and accountable for the success of your ideas?
- Ask direct questions about their work/role in their case studies. What was this person's contribution to the work? Who else contributed and how?
- Ask for client references. Connect with their clients and seek feedback on the project or campaign.
- Agree upon quantifiable program goals.
- State clear timing expectations.
- Be nimble. If an agreed upon approach isn't working, challenge your SM partner to develop a new approach. One of the best things about SM is that it IS a changing landscape and you can switch gears and try new things without a huge spend set in stone.
