Who is doing your social? Are you sure you know?
Usually when people hire a marketing firm they believe they’re getting a professional marketer to do their marketing. But is that really the case?
Just recently I came across this post on Facebook and it absolutely blew my mind. And then I realized I really shouldn’t be too surprised. You see, it’s not that I don’t know who is offering up a lot of the social media consulting. I do.
But do you?
Notice, nothing about actually selling product. Almost anyone can “capture leads” but can they actually SELL? Isn’t that what you’re paying them to do?
Do yourself a favor, take a look at job postings for social media jobs. Look specifically for job postings for agencies looking to hire people. And since most of you are too busy to do that I’ll tell you what you’ll (often) find.
Who is doing social…
First, you’ll find people hiring for agency jobs often looking for people with little to no true marketing experience required other than experience why USE social media. And often these jobs pay minimum wage if they pay at all. Sometimes they’re hiring interns and interns only and yet the job makes it pretty clear they aren’t offering much in the way of training as they want this new hire to be competent at most of the job tasks without any supervision.
Here’s the thing folks, using social media and selling on social media is NOT the same thing. Just because someone has a lot of friends on social doesn’t mean they know anything at all about how to actually get people to your event or sell your product. Indeed, having worked with MANY newbie social media managers, it’s often true these folks know little to nothing about how to actually sell via social (though they usually assume they do). Being a popular kid doesn’t actually sell product. Certainly not unless you’re a celebrity and sometimes not even then.
The most important thing for you to consider is that a number of these marketing companies are hiring people YOU wouldn’t hire if you were hiring your own marketing person to do marketing in-house, certainly not for the price you’re paying them for their services.
And yet many people hire marketing companies assuming they are getting experienced marketing professionals.
For that matter many people are hiring the consultants like those being trained above assuming they are hiring marketing professionals. They don’t assume they’re hiring someone who has a few months (if that) of marketing training under their belt, most of which focused on how to sell their business to you and not how to sell your business and its products or services!
A short training program isn’t going to make you competent at selling via social. What it might make you able to do is convince people that you’re a “social media rockstar”.
So how do you hire someone to sell your business?
The same way you hire for any position. Results.
If you’re hiring for a salesperson you want someone who has a proven track record of selling. So hire a social media person who has a proven track record of selling. Don’t focus on click-through rates. Look for someone who has built pages, grown followings, someone who can get people in the door if you have a brick and mortar shop, and someone who has SOLD PRODUCT.