But how can you label someone an expert in social media when they sometimes have a very short existence? Linkedin and Facebook have celebrated more than ten springs, so it’s more plausible. But can you be an expert on Snapchat or Instagram?
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Yes, one can be an expert on these social media. Here is why, and by the way, some tips to help you find these experts, knowing how to separate the wheat from the chaff.
Tactical Expertise
The first necessary expertise is tactical or operational. In other words, to help a brand or business use Snapchat, the employee, consultant, freelance writer, or community leader must already be there and know the inner workings and intricacies.
A Facebook expert may not know all the details and most recent changes – because they are numerous, even daily – but he is part of discussion groups that exchange on best practices, follows experts in Quebec, in the United States or in Europe to be on the lookout for the latest trends and above all, manage a budget linked to this reality.
It is impossible to consider yourself an expert on Twitter, Linkedin, or any platform if you do not manage one or more personal and business accounts, including advertising expenditure.
Advice: validate with the consultant or potential candidate his presence on social media where they have expertise. A blogger who has been posting for less than two years, for example, can hardly qualify and claim to know the intricacies of this medium.
Likewise, we will want to make sure that a community manager on Twitter, Facebook, or Instagram is someone who has been there for at least a year and has an engaged community. A Twitter expert who has been on this platform for six months and has less than 1,000 subscribers, sorry, that does not hold water.
Strategic Expertise
Another type of expertise is more related to the implementation of an overall strategy for a campaign,
It is based on specific objectives. Before focusing on tactics, we need to know why social media is a must – or not!
Here, we must be able to understand the digital ecosystem in which the brand’s needs fit. Social media does not work in a vacuum. By the way, do we want to increase our email databases (newsletter subscription)?
Is this a campaign to increase awareness, therefore focusing on impressions, or do we rather want to generate action (click) on a conversion page?
It is based on specific objectives. Before focusing on tactics, we need to know why social media is a must – or not!
Here, we must be able to understand the digital ecosystem in which the brand’s needs fit. Social media does not work in a vacuum. By the way, do we want to increase our email databases (newsletter subscription)?
Is this a campaign to increase awareness, therefore focusing on impressions, or do we rather want to generate action (click) on a site page for conversion?
An expert at this level does not have to know the sophisticated workings of the mechanics of a remarketing campaign with Facebook or AdWords but will advise you on the advantages and disadvantages of each type of tactic that will be put forward. In a campaign.
A strategist must also enlighten you among all the tactics to prioritize the most effective given your budget, objectives, and target audiences.
Tip: ask the consultant or potential candidate what campaigns he worked on, his exact role, the results achieved, what worked, and what did not. Do not hesitate to ask why they chose one channel over another to see the reasoning behind the decisions.
Global Vision
An important quality that one should look for when it comes time to find a social media expert relates to their overall vision, that is, their understanding of the environment in which the campaigns operate.
While it is certainly important to understand all aspects of marketing, especially digital marketing, these are the elements that are part of the strategic and tactical expertise mentioned earlier.
But we must also understand the business approach and see the problems (or opportunities) coming with the execution, for example, at the level of the call center or front-line employees if they are not informed of ‘a promotion example.
More often than not, crises on social media originate internally or from a lack of internal communication. Or ignorance of external factors.
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