If you’re thinking about hiring a social media professional – or are one yourself – take some tips from the experts.
We asked a number of entrepreneurs specializing in marketing and social media how they separate the wheat from the chaff when it comes to social media managers, and they gave us some hints about how to spot whose social media game is all bark and no bite.
According to our experts, the first thing you should do if you’re hiring a social media professional is to check out their personal and/or professional social media pages.
Candidates with underwhelming, non-existent, out-of-date, or just plain bad social media pages should obviously get the chop.
“If they have no professional social presence themselves, that’s a big red flag,” says Chelle Honiker, CEO at Athenia Creative.
Another entrepreneur, Paul O’Brien of Media Tech Ventures, explains that “the only way to excel is to practice…. If you excel, why would you not be doing so on behalf of your personal brand?”
In other words, if someone can’t make their own social media appealing, how can they be expected to do so for a client?
These pros especially hated seeing outdated icons, infrequent posts, and automatic posts. Worse than outdated social media pages were bad social media pages. Marc Nathan of Miller Egan Molter & Nelson provided a laundry list of negative characteristics that he uses to rule out candidates, including “snarky,” “complaining, unprofessional” “too personal” “inauthentic,” and “argumentative.”
Besides eliminating candidates with poor social media presence, several of these pros also really hated gimmicky job titles such as “guru,” “whiz,” “ninja,” “superhero,” or “magician.”
They were especially turned off by candidates who called themselves “experts” without any proof of their success.
Jeff Fryer of ARM dislikes pros who call themselves experts because, he says “The top leaders in this field will be the first to tell you that they’re always learning– I know I am!” Steer clear of candidates who talk themselves up with ridiculous titles and who can’t provide solid evidence of their expertise.
According to our experts, some of them don’t even try. To candidates who say “’Social media can’t be measured,’” Fryer answer “yes it can[. L]earn how to be a marketer.”
Beth Carpenter, CEO of Violet Hour Social Marketing, complains that many candidates “Can’t talk about ROI (return on investment),” arguing that a good social media pro should be able to show “how social contributes to overall business success.” Good social media pros should show their value in both quantitative and qualitative terms.
While our experts wanted to see numerical evidence of social media success, they were also unimpressed with “vanity metrics” such as numbers of followers.
Many poo-pooed the use of followers alone as an indicator of success, with Tinu Abayomi-Paul of Leveraged Promotion joking that “a trained monkey or spambot” can gather 1,000 followers.
Claims of expertise or success should also be backed up by references and experience in relevant fields.
Several entrepreneurs said that they had come across social media managers without “any experience in critical fields: marketing, advertising, strategic planning and/or writing,” to quote Nancy Schirm of Austin Visuals. She explains that it’s not enough to know how to “handle the technology.” Real social media experts must cultivate “instinct borne from actual experience in persuasive communication.”
So, if you’re an aspiring social media manager, go clean up those pages, get some references, and figure out solid metrics for demonstrating your success.
And if you’re hiring a social media manager, watch out for these red flags to cull your candidate pool.
If you’re not on Clubhouse, you’re missing out – here’s why
(SOCIAL MEDIA) What exactly is Clubhouse, and why is it the quarantine app sensation? There’s a few reasons you should definitely be checking out right now!
Developed by ex-Google employee Rohan Seth and Silicon Valley entrepreneur Paul Davison, Clubhouse has only been gaining in popularity since lockdown. Here’s why you need to join immediately:
What is Clubhouse?
Clubhouse is like if subreddit pages were live podcasts. Or maybe if niche, topic-centric Zoom chatrooms could connect you with people from all over the world. But it’s ONLY audio, making it perfect for this period of lockdown where no one truly looks their best.
From networking events to heated debates about arts and culture to book clubs, you can truly find anything you want on Clubhouse. And if you don’t see a room that peaks your interest, you can make one yourself.
Why is it special?
Here’s my hot take: Clubhouse is democratizing the podcast process. When you enter a room for women entrepreneurs in [insert your industry], you not only hear from the established experts, but you’ll also have a chance to listen to up-and-coming users with great questions. And, if you want, you can request to speak as well.
If you click anyone’s icon, you can see their bio and links to their Instagram, Twitter, etc. For professionals looking to network in a deeper way, Clubhouse is making it easier to find up and coming creatives.
If you’re not necessarily looking to network, there’s still so much niche material to discover on the app. Recently, I spent an hour on Clubhouse listening to users discuss the differences in American and British street fashion. It got heated, but I learned A LOT.
Did I mention there’s a TON of celebrities on the app? Tiffany Haddish, Virgil Abloh, and Lakeith Stanfield are regulars in rooms – and often host scheduled events. The proximity to all kinds of people, including the famous, is definitely a huge draw.
How do you get on?
Anyone with an iPhone can make an account, but as of now you need to be “nominated” by someone in your contacts who is already on the app. Think Google+ but cooler.
With lockdown giving us so much free time that our podcasts and shows can’t keep up with the demand, Clubhouse is a self-sustaining content mecca. Rooms often go on for days, as users in later time zones will pick up where others left off when they need to get some sleep. And the cycle continues.
Though I’m still wrapping my brain around it, I can say with fair certainty that Clubhouse is very, very exciting. If you have an hour (or 24) to spare, try it out for yourself – I promise, you won’t be disappointed.
TikTok: A hotbed of cultural appropriation, and why it matters
(SOCIAL MEDIA) Gen Z’s favorite app TikTok is the modern epicenter for cultural appropriation – why you as a business owner should care.
Quarantine has been the catalyst for a sleuth of new cultural phenomena – Tiger King, Zoom, and baking addictions, to name a few. Perhaps most notably, TikTok has seen user numbers skyrocket since lockdown. And I don’t think those numbers are going down any time soon.
TikTok is a very special place. More so than any other social media apps I’ve engaged with, TikTok feels like a true community where total strangers can use the app’s duet or audio features to interact in creative, collaborative ways.
However, being able to use another user’s original audio or replicate their dance has highlighted the prevalence of cultural appropriation on TikTok: the app, as wholesome as it may be at times, has also become a hot bed for “virtual blackface”.
The most notable example of appropriation has to do with the Renegade dance and Charli D’Amelio – who is young, White, and arguably the most famous TikTok influencer (she is second only to Addison Rae, who is also White). The dance, originally created by 14-year-old Black user Jalaiah Harmon, essentially paved the way for D’Amelio’s fame and financial success (her net worth is estimated to be $8 million).
Only after Twitter backlash did D’Amelio credit Harmon as the original creator of the dance to which she owes her wealth – up until that point, the assumption was the dance was hers.
There is indeed a myriad of exploitative and appropriative examples of TikTok videos. Some of the most cringe-worthy include White users pantomiming black audio, in many cases affecting AAVE (African American Vernacular English). Styles of dance and music that were pioneered by Black artists have now been colonized by White users – and many TikTokers are not made aware of their cultural origins.
As you can imagine, TikTok’s Black community is up in arms. But don’t take it from me (a non-Black individual) – log onto the app and listen to what Black users have to say about cultural appropriation for yourself.
Still, the app is one of the fastest growing. Companies are finding creative ways to weave their paid ads and more subliminal marketing strategies into the fabric of the ‘For You’ page. In many ways, TikTok is the next frontier in social media marketing.
With a few relevant locational hashtags and some innovative approaches to advertising, your business could get some serious FREE attention on TikTok. In fact, it’s the future.
As aware and socially conscious small business owners, we need to make sure that while we are using the app to get ours, that the Black creators and artists who made the app what it is today are also getting theirs. Anything short of direct accountability for the platform and for caustic White users would be offensive.
Promoted tweets getting over-promoted? Time for Twitter backlash
(SOCIAL MEDIA) Twitter has enacted changes to how frequently Promoted Tweets – i.e., ads – are seen by users, and in true Twitter fashion, there’s mixed opinions.
Did anyone else ever watch the Strong Bad Emails cartoons from Homestarrunner? One of the running gags there – and subsequently one of my favorite bits – was when he’d just delete a fan’s email outright while insulting the author. Strong Bad was great at laying down the delete hammer and had zero cares in the world about doing it.
The idea that you – as a user, person, entity – can reclaim a little bit of omniscient authority is powerful. Generally, we like being in control of our lives, and the ability to exercise that authority resonates deeply.
Digital companies are still coming to terms with the idea that their users maintain some ability to revolt against their new policies, trying to straddle the line between new features and improved tools while still keeping an existing audience happy. Typing “hate the new” into Google will show results solely around new interfaces and an endless string of abhorrence. The new Facebook layout is bad. The new Gmail is bad and here’s how to revert it.
I’m sure others exist for any widely used app or service. Sometimes even new logos incite rage. I’m not here to make a statement either way, but usually there’s some ground in between pure opinion and justifiable discussions about user interface and experience. Regardless, change can make users upset.
Twitter recently rolled out changes to how Promoted Tweets work. You should know first that a promoted tweet is just an ad, and were originally set to appear only once per timeline. However, recent updates to Twitter’s internal services has resulted in some users reporting the same ad being shown multiple times in rapid succession, and even repeatedly over and over.
Think about Google search results – there are definitely ads at the top of the first page, and they are usually relevant to the topic at hand and only show up in that area. A user can quickly scroll downward past this and look through other results. But imagine how frustrating it might be to have a first page riddled primarily with ads, effectively choking out other results.
Twitter maintains that, “we’re thoughtful in how we display Promoted Tweets, and are conservative about the number of Promoted Tweets that people see in a single day.” This has led some users to believing this behavior indicates some kind of issue with their internal systems. I like to think about the scene in Office Space where Michael Bolton (not the singer) mentions that he may have put a decimal in the wrong place; that is, there’s a configuration error at Twitter instead of some kind of sea change.
However, Twitter has said this is not a glitch. In fact, they stated it was intentional, and further clarified that, “We regularly experiment and deploy changes to our advertising experience. We are constantly innovating and testing, and will continue to adapt as we learn.” Despite worldwide complaints, Twitter has not officially acknowledged this situation as problematic.
As a result, many users have taken to blocking the advertisers involved with the Promoted Tweets. Much like Strong Bad exercising his ultimate authority over his domain, this means that companies are in danger of losing their ability to reach users entirely. As this number grows, the consequences could widespread, and it will be interesting to see if Twitter changes their outlook and/or has potential pressure from advertisers. Twitter has stated that this may simply be temporary to exhaust a surplus of ad inventory, and this remains to be seen.
As users continue to voice their complaints, it will be interesting to see how the situation ultimately resolves.
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