Social Media Manager

Function: Marketing

About Social Media Manager: Manages social media platforms and creates engaging content. This role falls within the Marketing function of a firm. Key aspects of this role are covered below to give you an idea about your own resume and help you distill your own experiences for a prospective employer in interviews

Primary Activities

A Social Media Manager in the Marketing function is typically expected to perform the following activities as a part of their job. Expect questions delving deeper into these areas depending on your level of experience. This is a representative list and not a complete one; the latter are generally based on the exact nature of the role

Develop Social Media Strategy: Create a comprehensive plan outlining goals, target audience, content themes, and posting schedule for social media platforms
Manage Social Media Accounts: Oversee and maintain various social media accounts, ensuring consistent branding, engaging content, and timely responses to comments and messages
Create & Curate Content: Generate original content, including text, images, and videos, as well as curate relevant content from external sources to share on social media platforms
Monitor Social Media Trends: Stay updated on the latest social media trends, tools, and best practices to optimize content strategy and engagement
Analyze Social Media Metrics: Track and analyze key performance indicators (KPIs) such as reach, engagement, and conversions to measure the effectiveness of social media campaigns
Collaborate With Cross Functional Teams: Work closely with marketing, design, and content teams to align social media efforts with overall marketing strategies and campaigns
Manage Social Media Advertising: Plan and execute paid social media campaigns, including budget allocation, targeting, ad creation, and performance monitoring
Engage With Influencers & Brand Advocates: Identify and build relationships with relevant influencers and brand advocates to amplify brand reach and engagement on social media
Stay Updated On Industry News & Competitors: Monitor industry news, competitor activities, and customer feedback on social media to identify opportunities and potential threats
Provide Social Media Training & Guidance: Educate and guide internal teams on social media best practices, content creation, and community management to ensure consistent brand representation

Key Performance Indicators

Social Media Managers in the Marketing function are often evaluated using the following KPI metrics. Address atleast some of these metrics in your resume line items & within your interview stories to maximize your prospects (if you have prior experiences in this or a related role). This is not a comprehensive list and exact metrics vary depending on the type of business

Engagement Rate: Measures the level of interaction and involvement of users with social media content
Reach: Indicates the number of unique users who have seen social media content
Impressions: Represents the total number of times social media content has been displayed
Click-through Rate (CTR): Measures the percentage of users who clicked on a link or call-to-action in social media content
Conversion Rate: Tracks the percentage of users who completed a desired action, such as making a purchase or filling out a form
Follower Growth Rate: Shows the rate at which the number of followers on social media platforms is increasing
Brand Mentions: Counts the number of times the brand or product is mentioned on social media platforms
Sentiment Analysis: Evaluates the overall sentiment (positive, negative, or neutral) of social media mentions related to the brand
Customer Satisfaction (CSAT): Measures the level of satisfaction among customers who interact with the brand on social media
Response Time: Tracks the average time taken to respond to customer inquiries or comments on social media platforms

Selection Process

Successful candidates for a Social Media Managers role in the Marketing function can expect a similar selection process as the one outlined below. Actual process may vary depending on seniority, size/type of company etc.

Phone screening
Brief phone call to assess qualifications and fit
First-round interview
In-person or virtual interview with hiring manager to discuss experience and skills
Skills assessment
Test or assignment to evaluate social media management abilities
Second-round interview
Deeper discussion on social media strategies, campaigns, and problem-solving
Presentation
Present a social media plan or case study to demonstrate expertise
Reference check
Contacting provided references to verify skills and work ethic
Final interview
Meeting with senior management or HR to finalize the hiring decision

Interview Questions

Common Interview Questions that a Social Media Managers in the Marketing function is likely to face. Prepare stories that tailor to your own experiences that may help you answer these questions effectively. This is not a complete list and more questions will be added over time. Use the topic tags in the search box below to filter by specific topics

Link	Question	Topic(s)
Link	Tell us about your experience managing social media platforms.	Experience
Link	How do you stay updated with the latest social media trends and changes?	Knowledge
Link	Can you provide an example of a successful social media campaign you have managed?	Experience
Link	How do you measure the success of a social media campaign?	Metrics
Link	What strategies do you use to increase engagement on social media platforms?	Engagement
Link	How do you handle negative comments or feedback on social media?	Crisis Management
Link	What social media management tools are you familiar with?	Tools
Link	How do you plan and schedule social media content?	Content Planning
Link	Can you explain the process of creating a social media content calendar?	Content Planning
Link	How do you determine the target audience for a social media campaign?	Audience Targeting
Link	What metrics do you track to measure the success of social media campaigns?	Metrics
Link	How do you analyze social media data to identify trends and insights?	Data Analysis
Link	What strategies do you use to increase brand awareness on social media?	Brand Awareness
Link	How do you collaborate with other departments or teams for social media campaigns?	Collaboration
Link	Can you provide an example of a social media crisis you have handled?	Crisis Management
Link	How do you ensure consistency in brand voice across different social media platforms?	Brand Consistency
Link	What is your approach to creating engaging social media content?	Content Creation
Link	How do you stay organized and manage multiple social media accounts?	Organization
Link	What is your experience with paid social media advertising?	Advertising
Link	How do you stay informed about the target audience's preferences and interests?	Audience Research