Social media has become such an integral part of marketing, to the point that letting agents who are serious about gaining traction should probably consider hiring a specialist to achieve results. In a short space of time, many agencies have gone from delegating social media tasks between employees to hiring a dedicated social media marketer.
These days, taking the reins of an agency’s social media is so much more than simply sending a few tweets and Facebook posts. From managing ad budgets to having excellent customer service, the role of social media marketing is all-encompassing.
Hiring someone to help grow you is an essential cog in the marketing system. However, if you're not an expert in the field, identifying the key traits of a successful social media marketer may prove tricky. That's why we've put this guide together, detailing everything you need to know about hiring a social media marketer.
Define the role you want to fill
The role of social media has grown exponentially, and it's now at the point where more than one position relates to professional social media marketers. Before you can hire a social media professional, first, you need to establish their role within your letting agency.
Social media manager
Managers are required to create an action on strategies and campaigns that will increase brand awareness. They will also be expected to grow audiences, day-to-day engagement, and traffic while evaluating results and adapting accordingly.
Social media analyst
An analyst feeds the data to managers, reviewing campaigns, suggesting the best social platforms, and identifying target audiences. Other key traits for this role include tracking overall social media performances and making suggestions to improve results.
Social media specialist
A specialist creates and distributes content across the chosen social media channels. They also establish brand authority, craft the company's social media image and build partnerships with potential collaborators, such as influencers.
Social media coordinator
It's the job of the coordinator to monitor and update social media channels and engage with communities in real-time, responding to queries and keeping conversations going. Coordinators also manage content created by social media specialists.
If you’re a smaller agency, you only have the budget to hire for one role. In which case, you should identify someone who is particularly strong in one of the above but can also competently perform in the other areas.
Setting goals coincides with deciding on the type of social media employee you want to hire. Having a concrete goal is essential, as it helps you to understand better what you want to achieve in the long and short term. You may have one or several primary goals, which typically include:
- Building brand engagement
- Increasing follow counts
- Finding a specialist for one channel (Facebook, Twitter, Instagram etc.)
- Converting followers into renters and landlords
Setting goals also helps your potential new employee understand their role within the company. They can align their personal aims with company ones and be clear on what is expected from them professionally.
Create a job description
Once you know the role you want to hire for and have a list of achievable goals, it's time to create a job description. Any potential hire should obviously display key characteristics that prove their expertise in the world of social media, but it would also help if they know a thing or two about the property market. Some skills you should ask for include:
- Planning and project management
- Customer service
- Analytical mind
- Understanding of social media tools
- Knowledge of the UK lettings market
Not all the skills above relate to every social media role. A social media specialist will be able to display their creative chops, while an analyst should be efficient at understanding how to read data and translate them into winning insights.
Your job description should display the traits needed for the role, along with the required years of experience and a list of the tasks they can expect from the position.
Ask for examples
Social media is a content-heavy practice, which means applicants should be able to provide proof of their achievements. You can check samples of a potential hire's work, whether it's campaigns they've previously come up with, follower count increases, or general tweets they sent for previous companies.
Even if the applicant doesn't have any previous experience with professional social media, they might still be a good fit for more junior roles. Many people who excel at social media have built their own following online and know the necessary skills required to help create awareness around social media accounts.
Understand social media marketing salaries
The salary you pay will be dependent on the role and the applicant's experiences, but it's good to have an idea of average salaries for social media positions. You'll need to be competitive, as plenty of companies hire social media employees.
The role is also relatively new — at least it is when compared to most other professional positions. Therefore, nailing down an average for a social media position is tricky. Ultimately, you should pay someone based on the importance of the role.
If a social media employee is going to increase brand awareness, grow follower counts and, ultimately, help to bring in more landlords and renters, they're worth a competitive salary. According to job website Glassdoor, the average social media employee pay is:
- Social media manager - £35k
- Community manager - £30k
- Coordinator - £30k
- Specialist - £34k
- Junior - £20-25k
Make the most of the interview
Lastly, and perhaps the most vital section, is the interview. Once you've whittled down the candidates, you will need to conduct interviews to see if they're the right fit for the position. This is your chance to really get an understanding of the person and see if they would be a good fit for your company culture.
Here are some of the following questions you might ask during an interview with a social media candidate:
- Do you also understand regular marketing practices?
- Can you manage social media calendars?
- How confident are you with creative writing?
- Tell us some of your favourite social media brands
- Which social media channels do you excel at using?
- Tell us about your understanding of paid ads
- Which metrics do you consider most important for measuring social media success?
- Tell us about your knowledge of the UK lettings market
The above questions will give you a clear idea about a candidate's suitability for the role and help you to make that all-important hiring decision.
Setting yourself up for social media success
It can be tricky hiring a social media professional, especially if you don’t have prior knowledge about the skillset and it’s your first social media hire. But finding the right person — someone with the required skills and who fits company culture — will go a long way to building a successful social media outreach for your letting agency.