November 11, 2024 • 21 mins
Your ideal marketing team is not just one social media manager who does it all!
Join 10 Minute Marketing host Sonja Crystal Williams in exploring the different roles of the ideal social media marketing team in a small or mid-sized business.
While a social media manager's role is crucial, that position can include the array of responsibilities that are best broken down into individual roles staffed by a range of dedicated professionals.
Today's episode delves deeper into the indispensable roles of other critical job functions such as copywriting or graphic design, where expertise in messaging and visual storytelling can make or break your marketing efforts. Sonja also shares essential tips - plus her favorite hiring resources - on effectively collaborating with full-time team members or freelancers to optimize your content production and enhance your online presence.
Resources mentioned in this episode.
Job Posting Sites
https://www.indeed.com/
Freelance Marketplaces
https://www.fiverr.com/
https://www.upwork.com/
VA Sites
https://asksunday.com/
https://www.hiremymom.com/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sonja Crystal Williams (00:05):
Hey friends, welcome back to another
episode of 10 Minute Marketing.
I'm your host, sona CrystalWilliams.
All right, so today's episodeis yet another lesson in our
series of lessons where we havebeen talking about different
ways that you want to approachyour business growth.
Last episode we talked aboutshould I be doing all my digital
(00:25):
marketing and social mediastuff solo or should I hire a
team?
Now, today's episode is reallya continuation.
Going down the path of I'm goingto hire a team, I need the
support.
Either A I'm a business owneror entrepreneur and I'm tired of
doing this stuff on my own andI need to start staffing up and
being realistic about what thatlooks like.
(00:46):
Or B I already am working on asmall team, but again, we
realize that our workload ismore than we can handle.
We need that additional supportor maybe even outside
perspective.
So let's dig in.
I want to go straight to reallywalking you through what the
roles are that you need to hirefor, and I also want you to keep
(01:09):
in mind some of these roles mayoverlap.
You may find in the beginning,when you're first staffing up,
you're going to have to findsomeone that covers more than
one of these positions.
So I'm going to give you theideal.
This is what it should looklike on a team and this is how
responsibilities are typicallybroken down.
Number one this one's kind ofbroad social media manager or
(01:30):
some people call it social mediaassociate or social media
assistant.
Maybe just depending on whereyou are on the hiring scale and
the level of experience theperson that you're bringing into
that role has, might determinethe formal job title and pay
scale.
But I'm going to just kind ofcall it social media manager,
for example purposes here, andthe social media manager in a
(01:55):
typical small businessenvironment or even a mid-sized
business, I kind of say a lot ofpeople make this the catch-all.
This is the person who's doingeverything from producing
content, and that content couldbe in the form of video or
images or taking photos, whetherthat's actually going on site
(02:20):
and being on site to get thephotos, or actually getting
photos sourced from differentpeople on the team and then
compiling those and making surethat it gets distributed.
So there's a, in a sense, asourcing.
How is something going to getsourced, whether that's photo,
video, graphic.
So now they're also a graphicdesigner, probably using Canva
(02:41):
in reality these days, unlessthey have amazing Photoshop
experience or a graphic designbackground.
They're probably using Canva orsomething like it.
Okay, this person is sourcingwhat's going to get produced and
what's going to actually getpublished on social media, and
then they're taking on the roleof actually doing the publishing
(03:02):
.
They are either pre-schedulingthe post to go up or they are
actually the day of going toeach social media network and
doing the publishing.
So we have sourcing, we havepublishing.
Then we have the monitoringside, and this person is also
responsible for especially inreally active accounts
monitoring the social media.
(03:23):
What kind of responses are wegetting back to our posts?
What kind of comments aregetting dropped on our posts?
What kind of questions orinquiries are we getting through
our direct messaging?
This person should be checkingthat on a daily basis and
ensuring that it all gets done.
So, in general, that's what therole looks like.
(03:46):
There are a lot of other smallnuances.
So, even though I've broken itdown into three simple things,
this is a full time job, so Iwant you to keep that in mind.
For most companies if you hiresomeone into this role, it's a
full time job if you want togrow your social media and if
(04:07):
you want to produce content on adaily basis and I broke content
down really simple videos,graphics, photos.
I want you to also rememberthat when that content gets
distributed, if it's gettingdistributed across, let's just
say keep it real simple and saythree social media networks
(04:28):
there's so many different formsthat it's going to take, ranging
from stories to is it a videogoing on Shorts or YouTube, or
Reels or TikTok.
What does it look like, youknow?
Is it a regular post that'sgoing to pop up in the feed?
Is it a square post?
Is it a rectangle post?
So your social media manager isalso taking on the planning of
(04:49):
all of that and probablyresponsible for coming up with a
content calendar.
Ideally that, hopefully, you'relooking over and at least at
the beginning of your workingrelationship you're looking over
that content calendar thatthey've planned out and then
you're meeting regularly todiscuss and think ahead about,
like, what is the content?
And then here's the other thingthey're writing it right.
(05:12):
So when it's gettingdistributed, they're also
responsible for writing what'sgetting said with that post in
the caption or description areaso that people can respond to it
.
So there's a lot of strategy, alot of planning and then a lot
of actual tactical, like I'mrolling up my sleeves and I'm
going to get this done.
When someone's in that role,okay, and if you have a small
(05:36):
business, this can be someonewho takes on those
responsibilities full time.
You just need to make surethey're someone who's really
good at paying attention todetail so they're not making
typos in your graphics and inyour actual copy.
That gets written in yourcaptions.
You need someone who's going tobe mindful enough to check the
(06:00):
comments and direct messages ona frequent basis, not even once
a day, but often many times aday, especially if you have a
very active account.
Meet someone who is a strategicthinker and to some degree
creative and has fun with it,likes their job, wants to create
content, wants to see and testout different things and is able
to keep up with trends.
(06:22):
Now I'm going to be realisticwith you and tell you that this
is a big ask.
Not everyone is thiswell-balanced and that's why
other roles exist, so that webreak down the role.
So social media manager, again,is kind of a catch-all, and if
you can find someone to hirefull-time in your team that has
(06:43):
those different skill sets basedon their well-rounded
experience, or you want goodwork produced, then you're going
to be searching high and low tofind that Okay, because I'm not
going to say it's rare.
There's a lot of people outhere who do all of that Well.
They can perform better, though, when some of those tasks are
split up so they can focus onwhat they're really good at.
(07:04):
So let's talk about some of theother roles.
One of the other roles that Ifeel like you absolutely need on
the team is a copywriter, sosomeone who's really good at
copywriting or content writingand again, these can be separate
roles or they can be one of thesame, but content writing and
copywriting is the person who'sgoing to nail your messaging and
(07:25):
they're going to do iteffectively, and they're going
to know the right words to usethat are triggers for your
audience to take action.
Having someone specificallyfocused on this role now gives
your social media manager theability to just focus on all the
strategic and planning thingsand maybe, again, maybe even the
production of content thatneeds to happen, while someone
(07:46):
else is taking care of the wordsthat need to convert your
audience or get them to dosomething, whether that's engage
with your content, share yourcontent, sign up on your website
or for your email list or evenbuy something, so that
copywriter really plays acritical role.
That role can also expandbeyond social media, of course,
(08:06):
into other things they can dofor you, such as writing your
email campaigns, your blog post,your website or landing page
copy.
It's really a great role tohave, and that role doesn't
necessarily have to be someonewho's employed full time.
That role could extend tosomeone who works for you on a
freelance basis or is maybe evenpart time with a set number of
(08:28):
hours per week.
It really just depends on howproductive your team is in
messaging and how much messagingyou might need on a regular
basis as you're creating orfine-tuning any offers that you
have in place for your audiences.
Okay, next role this is a reallyimportant one as well graphic
(08:50):
designer.
Same thing here your graphicdesigner.
Oftentimes, when I've workedwith teams, we've hired out
graphic designers for supportand we give them regular work.
So even if they're freelance,they know they're probably going
to get X amount of hours orhave X amount of projects to
work on for our team on aregular basis.
So I encourage teams, while alot of graphic designers might
(09:14):
prefer to use their softwareagain Photoshop and things like
that and if you have somethinggetting incredibly custom
designed, that's still going tobe your go-to Like.
We still want the graphicdesigner to be as creative as
possible if they're creatingsomething very original for you.
However, nowadays I encourage alot of graphic designers that I
team up with and if I'mmanaging and helping teams, you
(09:36):
know, beef up what they're doingwith their content.
Get them to create templates foryou in Canva or something
similar to that, something thatyou're going to be able to edit
when you need images createdquickly down the line and you
(09:56):
don't necessarily want to waitfor the turnaround on how long
it's going to take to come toyou from the graphic designer.
So consider that as well.
It's a really great way to havea partnership.
There's also so many resourcesIf you don't have a graphic
designer and you do just havethat solo social media manager
taking on the role as well.
Tell them to look for templates.
There are lots of templateshops that exist where you can
(10:19):
find templates designed forCanva, designed for Photoshop,
and it will be a lot easier,with those pre-designed
templates, for your social mediamanager to go in and manipulate
those templates into a stylethat works for your brand.
Make sure you've got brandguidelines in place, though,
(10:40):
that allows you to do that.
That's probably one other areathat I work with a lot of
graphic designers on, and Ireally recommend your team do it
too.
Get that graphic designer todraft brand guidelines on your
fonts, your colors, your fontsizes, style guidelines.
You really want to have that inplace so that your graphics
produced have a very consistent,clean look and it makes your
(11:05):
brand much more recognizableacross different social media
channels.
It also conveys something toyour audience for them to see
those really nice, highlyprofessional, strongly produced
graphics.
Okay, next roles.
A lot of people hire these twofor one video editor and
videographer, but they're notnecessarily the same role, so I
(11:28):
want you to be really mindfulhere.
I've come across manyvideographers who are great at
shooting video, not the besteditors, and vice versa.
I've come across some editorswho are great at editing.
They don't necessarily nail itwhen it comes to actually being
on site and shooting.
This is also a greatopportunity to figure out where
(11:49):
does this fit into yourbusiness's ecosystem or within
your team?
Does this need to be a fulltime role, or can you hire
someone to come in and do thiswork for you?
Again similar to the graphicdesign role.
A lot of times when I'm comingin to work with teams or helping
them structure what theirorganization is going to look
like, this is one of thoseopportunities where I'll say you
(12:10):
don't have to hire this personto work for you full time.
There's really a couple ofdifferent approaches.
Either A you find someone whichis either a person or another
business vendor that you'regoing to hire that can handle
the videography and the editing,and if you are ever going to
bring them on site to shootvideo for your business, always
(12:32):
do it in bulk.
Schedule long sessions, blockout half a day, maybe even a
full day, and get yourself lotsof video footage that you can
use over the course of the nextseveral months.
So your engagement with thisvideographer, company or person
might end up being once aquarter or every other month.
(12:54):
You don't necessarily need themto come shoot video for you on
an ongoing basis.
That gets very expensive veryquickly.
It also helps when you do hiresomeone who's good at both where
they shoot the video on site,because the editing process
sometimes can go much faster.
The only thing I encourage teamsis keep in mind from a
copyright standpoint that thatvideographer.
(13:16):
If they are recording on theirown camera and using their own
equipment, then technically theyown the copyrights to your
video.
So you need to also kind ofcome up with that internally.
Are we going to supply themequipment or with the drive that
they're going to stick into thecamera to record?
Like, make sure you just havethat conversation first, okay,
(13:37):
especially if you're hiring themfreelance and they're not
working for you as an employee.
Now the second option would beto split the responsibility
where you all are thevideographers in-house, so
you're recording and gettingyour own footage and then you're
sending it over to an editorfor the editing process.
(13:57):
Now, again, the only downsideto this is that editor wasn't on
site, so they have to reallywatch the video to find where
there's going to be great areasto kind of mix and match and
really create a strong video foryou.
However, again, this saves youthe cost of having someone
constantly come on site and fromhere you can have a really good
working relationship with thatvideo editor delivering video,
(14:22):
know, get and understand yourstyle or help you come up with
what that style is going to be.
Then you'll have a much easierprocess to flow through
long-term.
(14:42):
Okay, final couple, these arebonuses and, again, a lot of
people and companies throw thesekind of mix, these roles in,
but one is a content creator,and that's the person who might
be responsible for actuallycreating all the content.
So this would be for largerteams.
Yes, you may have the socialmedia manager in place.
(15:05):
That person is managing,they're doing the planning,
again.
They're doing the strategy,they're overseeing, they're
ensuring everything all thecontent gets distributed.
They're not necessarilycreating, though.
That's what a content creatorcan do for you and that content
creator is the person who issourcing the creative ideas on
what content is going to getcreated.
And that, again, could varydepending on what person you're
(15:27):
hiring into that role andwhether or not they're good at
creating TikToks or graphics orthings like that.
Creating TikToks or graphics orthings like that.
This person might be alsocoordinating with the copy or
content writer.
They might be coordinating withthe video editor, so, or they
might be the person who's doingtheir own editing.
If they're the content creator,another thing that you could do
(15:50):
in lieu of this is if you havethe type of product that lends
itself to getting a lot of usergenerated content or influencer
content, rather than hiring afull-time content creator.
You could also work withinfluencers or with your own
audience to source contentcoming directly from your fans.
So there's a lot of differentways to spend that as well.
(16:13):
The final kind of bonus role isa community manager.
So, again, rather than yoursocial media manager having to
take on the full responsibilityof on a pretty active account
managing all the comments andeverything coming in, you've got
someone who is in that role.
If your company has any type ofFacebook groups and they are
(16:58):
the people helping to facilitateand direct conversations,
respond to direct messages inreally large groups on social
media, whether that's Facebook,whatsapp, person who's in a
direct role to interact withyour community online, all right
.
So that's my snapshot of thedifferent roles you need to
think about.
The final thing to really keepin mind for any of these roles
are like, what are my hiringpractices going to be?
And again, that could lookdifferent, but you really need
to again take into account forthese various roles Are they
(17:21):
full-time, are they part-time?
Are they freelance basis, wherethe person is an independent
contractor and I just need themto get the work done?
You also need to take intoaccount do I need to meet with
this person in this role inperson?
Do I need them on site in thesame city as me so that we are
accessible face to face?
Or can this role be 100 percentremote?
(17:44):
Or is it some hybrid role, andwhat does that look like?
These are things you reallywant to get a pulse on before
you step out to actually hire.
And then my favorite go to's forwhere I've seen teams have
success hiring, as well asplaces where I've hired in the
past.
Let me give you a list and I'lldrop these in the comments or
in the description of thispodcast.
That way, you've got someleverage and you've got some
(18:06):
places you can go.
One of my favorites has beenIndeed.
com.
In fact, I have people on myteam today that I hired from
Indeed.
com.
It's a really great resource.
It is a pay-to-play resource,however, it's an excellent
resource to find candidates.
In my experience in usingIndeed, though, you're going to
scan and you're going to lookthrough a lot of resumes, so
I've always put questions inplace to qualify candidates, and
(18:31):
that helps me easily sortthrough the hundreds of
applications that canpotentially come in when I'm
hiring for certain roles.
Another place and these are acouple of freelance marketplaces
, fiverr.
com, and if you're going to amarketplace like Fiverr, my
recommendation to you is youneed to be really good at giving
instructions and overseeing thework that gets done.
(18:51):
These are very inexpensivefreelance resource websites
where you can find freelancerson the cheap.
However, to get to the reallygood ones, you need to be really
good at managing so you get theproduct that you want.
Another good one would beUpwork.
com.
I've used Upwork on and off formany years.
I've even taken gigs on Upworkas a freelancer.
(19:12):
It's a great place also to findreally all levels people who
were beginners scaling all theway up to people who are experts
.
When you're looking for againfreelancers to come onto your
project.
You could even probably findpeople to work for you full-time
from Upwork as well.
So that's a great opportunityfreelance marketplace.
(19:33):
So indeed, fiverr, upwork,linkedin.
If you've got a largerorganization, you're going to
definitely be able to find a lotof people on LinkedIn, either
directly by posting the job orfor actually going through
profiles and looking for peoplethat you would be interested in
working with open to work symbolon their profiles, which might
(19:55):
let you know if they're seekingopportunities currently.
So it's a great opportunity toessentially look at their online
resume and find that as a hire.
Beyond that, a few other placeswould be looking at hiring VAs
and there are tons of marketplaces out there where you can
find VAs.
Some of them are country-based,some of them are very specific.
(20:15):
We hire Filipino VAs, we hireIndian, we hire only US and
Canada-based.
So just look for that whenyou're looking through the VA
marketplaces.
I've got a few that I have alsoused in the past that I'll drop
into the description for today'spodcast and check those out.
Beyond that, word of mouthnever fails Search through your
(20:37):
own network when you're lookingfor people to hire.
That way, you can talk tofriends and family and past
associates and colleagues tofind the right people to fill
your positions.
Always, always, always, whenyou're hiring, ask for examples
of work.
Ask questions.
That helps you understand isthis person a critical thinker?
(20:57):
You need critical thinkers inthese social media roles,
particularly if they're going totake on anything that's
strategic or content creationrelated, because they're going
to inevitably run into problemsthat must be solved.
That has probably been mybiggest takeaway when it comes
to hiring period.
All right, so those are a fewof my tips when it comes to
(21:17):
staffing up to hire your socialmedia support.
I hope this has been helpfulfor you.
Stay tuned for next week'sepisode, where we continue our
conversations around how you'regoing to grow your business and
different techniques to do it.
Thanks for listening everyone.
Until next week, take care.
Hey friends, welcome back to another
episode of 10 Minute Marketing.
I'm your host, sona CrystalWilliams.
All right, so today's episodeis yet another lesson in our
series of lessons where we havebeen talking about different
ways that you want to approachyour business growth.
Last episode we talked aboutshould I be doing all my digital
(00:25):
marketing and social mediastuff solo or should I hire a
team?
Now, today's episode is reallya continuation.
Going down the path of I'm goingto hire a team, I need the
support.
Either A I'm a business owneror entrepreneur and I'm tired of
doing this stuff on my own andI need to start staffing up and
being realistic about what thatlooks like.
(00:46):
Or B I already am working on asmall team, but again, we
realize that our workload ismore than we can handle.
We need that additional supportor maybe even outside
perspective.
So let's dig in.
I want to go straight to reallywalking you through what the
roles are that you need to hirefor, and I also want you to keep
(01:09):
in mind some of these roles mayoverlap.
You may find in the beginning,when you're first staffing up,
you're going to have to findsomeone that covers more than
one of these positions.
So I'm going to give you theideal.
This is what it should looklike on a team and this is how
responsibilities are typicallybroken down.
Number one this one's kind ofbroad social media manager or
(01:30):
some people call it social mediaassociate or social media
assistant.
Maybe just depending on whereyou are on the hiring scale and
the level of experience theperson that you're bringing into
that role has, might determinethe formal job title and pay
scale.
But I'm going to just kind ofcall it social media manager,
for example purposes here, andthe social media manager in a
(01:55):
typical small businessenvironment or even a mid-sized
business, I kind of say a lot ofpeople make this the catch-all.
This is the person who's doingeverything from producing
content, and that content couldbe in the form of video or
images or taking photos, whetherthat's actually going on site
(02:20):
and being on site to get thephotos, or actually getting
photos sourced from differentpeople on the team and then
compiling those and making surethat it gets distributed.
So there's a, in a sense, asourcing.
How is something going to getsourced, whether that's photo,
video, graphic.
So now they're also a graphicdesigner, probably using Canva
(02:41):
in reality these days, unlessthey have amazing Photoshop
experience or a graphic designbackground.
They're probably using Canva orsomething like it.
Okay, this person is sourcingwhat's going to get produced and
what's going to actually getpublished on social media, and
then they're taking on the roleof actually doing the publishing
(03:02):
.
They are either pre-schedulingthe post to go up or they are
actually the day of going toeach social media network and
doing the publishing.
So we have sourcing, we havepublishing.
Then we have the monitoringside, and this person is also
responsible for especially inreally active accounts
monitoring the social media.
(03:23):
What kind of responses are wegetting back to our posts?
What kind of comments aregetting dropped on our posts?
What kind of questions orinquiries are we getting through
our direct messaging?
This person should be checkingthat on a daily basis and
ensuring that it all gets done.
So, in general, that's what therole looks like.
(03:46):
There are a lot of other smallnuances.
So, even though I've broken itdown into three simple things,
this is a full time job, so Iwant you to keep that in mind.
For most companies if you hiresomeone into this role, it's a
full time job if you want togrow your social media and if
(04:07):
you want to produce content on adaily basis and I broke content
down really simple videos,graphics, photos.
I want you to also rememberthat when that content gets
distributed, if it's gettingdistributed across, let's just
say keep it real simple and saythree social media networks
(04:28):
there's so many different formsthat it's going to take, ranging
from stories to is it a videogoing on Shorts or YouTube, or
Reels or TikTok.
What does it look like, youknow?
Is it a regular post that'sgoing to pop up in the feed?
Is it a square post?
Is it a rectangle post?
So your social media manager isalso taking on the planning of
(04:49):
all of that and probablyresponsible for coming up with a
content calendar.
Ideally that, hopefully, you'relooking over and at least at
the beginning of your workingrelationship you're looking over
that content calendar thatthey've planned out and then
you're meeting regularly todiscuss and think ahead about,
like, what is the content?
And then here's the other thingthey're writing it right.
(05:12):
So when it's gettingdistributed, they're also
responsible for writing what'sgetting said with that post in
the caption or description areaso that people can respond to it
.
So there's a lot of strategy, alot of planning and then a lot
of actual tactical, like I'mrolling up my sleeves and I'm
going to get this done.
When someone's in that role,okay, and if you have a small
(05:36):
business, this can be someonewho takes on those
responsibilities full time.
You just need to make surethey're someone who's really
good at paying attention todetail so they're not making
typos in your graphics and inyour actual copy.
That gets written in yourcaptions.
You need someone who's going tobe mindful enough to check the
(06:00):
comments and direct messages ona frequent basis, not even once
a day, but often many times aday, especially if you have a
very active account.
Meet someone who is a strategicthinker and to some degree
creative and has fun with it,likes their job, wants to create
content, wants to see and testout different things and is able
to keep up with trends.
(06:22):
Now I'm going to be realisticwith you and tell you that this
is a big ask.
Not everyone is thiswell-balanced and that's why
other roles exist, so that webreak down the role.
So social media manager, again,is kind of a catch-all, and if
you can find someone to hirefull-time in your team that has
(06:43):
those different skill sets basedon their well-rounded
experience, or you want goodwork produced, then you're going
to be searching high and low tofind that Okay, because I'm not
going to say it's rare.
There's a lot of people outhere who do all of that Well.
They can perform better, though, when some of those tasks are
split up so they can focus onwhat they're really good at.
(07:04):
So let's talk about some of theother roles.
One of the other roles that Ifeel like you absolutely need on
the team is a copywriter, sosomeone who's really good at
copywriting or content writingand again, these can be separate
roles or they can be one of thesame, but content writing and
copywriting is the person who'sgoing to nail your messaging and
(07:25):
they're going to do iteffectively, and they're going
to know the right words to usethat are triggers for your
audience to take action.
Having someone specificallyfocused on this role now gives
your social media manager theability to just focus on all the
strategic and planning thingsand maybe, again, maybe even the
production of content thatneeds to happen, while someone
(07:46):
else is taking care of the wordsthat need to convert your
audience or get them to dosomething, whether that's engage
with your content, share yourcontent, sign up on your website
or for your email list or evenbuy something, so that
copywriter really plays acritical role.
That role can also expandbeyond social media, of course,
(08:06):
into other things they can dofor you, such as writing your
email campaigns, your blog post,your website or landing page
copy.
It's really a great role tohave, and that role doesn't
necessarily have to be someonewho's employed full time.
That role could extend tosomeone who works for you on a
freelance basis or is maybe evenpart time with a set number of
(08:28):
hours per week.
It really just depends on howproductive your team is in
messaging and how much messagingyou might need on a regular
basis as you're creating orfine-tuning any offers that you
have in place for your audiences.
Okay, next role this is a reallyimportant one as well graphic
(08:50):
designer.
Same thing here your graphicdesigner.
Oftentimes, when I've workedwith teams, we've hired out
graphic designers for supportand we give them regular work.
So even if they're freelance,they know they're probably going
to get X amount of hours orhave X amount of projects to
work on for our team on aregular basis.
So I encourage teams, while alot of graphic designers might
(09:14):
prefer to use their softwareagain Photoshop and things like
that and if you have somethinggetting incredibly custom
designed, that's still going tobe your go-to Like.
We still want the graphicdesigner to be as creative as
possible if they're creatingsomething very original for you.
However, nowadays I encourage alot of graphic designers that I
team up with and if I'mmanaging and helping teams, you
(09:36):
know, beef up what they're doingwith their content.
Get them to create templates foryou in Canva or something
similar to that, something thatyou're going to be able to edit
when you need images createdquickly down the line and you
(09:56):
don't necessarily want to waitfor the turnaround on how long
it's going to take to come toyou from the graphic designer.
So consider that as well.
It's a really great way to havea partnership.
There's also so many resourcesIf you don't have a graphic
designer and you do just havethat solo social media manager
taking on the role as well.
Tell them to look for templates.
There are lots of templateshops that exist where you can
(10:19):
find templates designed forCanva, designed for Photoshop,
and it will be a lot easier,with those pre-designed
templates, for your social mediamanager to go in and manipulate
those templates into a stylethat works for your brand.
Make sure you've got brandguidelines in place, though,
(10:40):
that allows you to do that.
That's probably one other areathat I work with a lot of
graphic designers on, and Ireally recommend your team do it
too.
Get that graphic designer todraft brand guidelines on your
fonts, your colors, your fontsizes, style guidelines.
You really want to have that inplace so that your graphics
produced have a very consistent,clean look and it makes your
(11:05):
brand much more recognizableacross different social media
channels.
It also conveys something toyour audience for them to see
those really nice, highlyprofessional, strongly produced
graphics.
Okay, next roles.
A lot of people hire these twofor one video editor and
videographer, but they're notnecessarily the same role, so I
(11:28):
want you to be really mindfulhere.
I've come across manyvideographers who are great at
shooting video, not the besteditors, and vice versa.
I've come across some editorswho are great at editing.
They don't necessarily nail itwhen it comes to actually being
on site and shooting.
This is also a greatopportunity to figure out where
(11:49):
does this fit into yourbusiness's ecosystem or within
your team?
Does this need to be a fulltime role, or can you hire
someone to come in and do thiswork for you?
Again similar to the graphicdesign role.
A lot of times when I'm comingin to work with teams or helping
them structure what theirorganization is going to look
like, this is one of thoseopportunities where I'll say you
(12:10):
don't have to hire this personto work for you full time.
There's really a couple ofdifferent approaches.
Either A you find someone whichis either a person or another
business vendor that you'regoing to hire that can handle
the videography and the editing,and if you are ever going to
bring them on site to shootvideo for your business, always
(12:32):
do it in bulk.
Schedule long sessions, blockout half a day, maybe even a
full day, and get yourself lotsof video footage that you can
use over the course of the nextseveral months.
So your engagement with thisvideographer, company or person
might end up being once aquarter or every other month.
(12:54):
You don't necessarily need themto come shoot video for you on
an ongoing basis.
That gets very expensive veryquickly.
It also helps when you do hiresomeone who's good at both where
they shoot the video on site,because the editing process
sometimes can go much faster.
The only thing I encourage teamsis keep in mind from a
copyright standpoint that thatvideographer.
(13:16):
If they are recording on theirown camera and using their own
equipment, then technically theyown the copyrights to your
video.
So you need to also kind ofcome up with that internally.
Are we going to supply themequipment or with the drive that
they're going to stick into thecamera to record?
Like, make sure you just havethat conversation first, okay,
(13:37):
especially if you're hiring themfreelance and they're not
working for you as an employee.
Now the second option would beto split the responsibility
where you all are thevideographers in-house, so
you're recording and gettingyour own footage and then you're
sending it over to an editorfor the editing process.
(13:57):
Now, again, the only downsideto this is that editor wasn't on
site, so they have to reallywatch the video to find where
there's going to be great areasto kind of mix and match and
really create a strong video foryou.
However, again, this saves youthe cost of having someone
constantly come on site and fromhere you can have a really good
working relationship with thatvideo editor delivering video,
(14:22):
know, get and understand yourstyle or help you come up with
what that style is going to be.
Then you'll have a much easierprocess to flow through
long-term.
(14:42):
Okay, final couple, these arebonuses and, again, a lot of
people and companies throw thesekind of mix, these roles in,
but one is a content creator,and that's the person who might
be responsible for actuallycreating all the content.
So this would be for largerteams.
Yes, you may have the socialmedia manager in place.
(15:05):
That person is managing,they're doing the planning,
again.
They're doing the strategy,they're overseeing, they're
ensuring everything all thecontent gets distributed.
They're not necessarilycreating, though.
That's what a content creatorcan do for you and that content
creator is the person who issourcing the creative ideas on
what content is going to getcreated.
And that, again, could varydepending on what person you're
(15:27):
hiring into that role andwhether or not they're good at
creating TikToks or graphics orthings like that.
Creating TikToks or graphics orthings like that.
This person might be alsocoordinating with the copy or
content writer.
They might be coordinating withthe video editor, so, or they
might be the person who's doingtheir own editing.
If they're the content creator,another thing that you could do
(15:50):
in lieu of this is if you havethe type of product that lends
itself to getting a lot of usergenerated content or influencer
content, rather than hiring afull-time content creator.
You could also work withinfluencers or with your own
audience to source contentcoming directly from your fans.
So there's a lot of differentways to spend that as well.
(16:13):
The final kind of bonus role isa community manager.
So, again, rather than yoursocial media manager having to
take on the full responsibilityof on a pretty active account
managing all the comments andeverything coming in, you've got
someone who is in that role.
If your company has any type ofFacebook groups and they are
(16:58):
the people helping to facilitateand direct conversations,
respond to direct messages inreally large groups on social
media, whether that's Facebook,whatsapp, person who's in a
direct role to interact withyour community online, all right
.
So that's my snapshot of thedifferent roles you need to
think about.
The final thing to really keepin mind for any of these roles
are like, what are my hiringpractices going to be?
And again, that could lookdifferent, but you really need
to again take into account forthese various roles Are they
(17:21):
full-time, are they part-time?
Are they freelance basis, wherethe person is an independent
contractor and I just need themto get the work done?
You also need to take intoaccount do I need to meet with
this person in this role inperson?
Do I need them on site in thesame city as me so that we are
accessible face to face?
Or can this role be 100 percentremote?
(17:44):
Or is it some hybrid role, andwhat does that look like?
These are things you reallywant to get a pulse on before
you step out to actually hire.
And then my favorite go to's forwhere I've seen teams have
success hiring, as well asplaces where I've hired in the
past.
Let me give you a list and I'lldrop these in the comments or
in the description of thispodcast.
That way, you've got someleverage and you've got some
(18:06):
places you can go.
One of my favorites has beenIndeed.
com.
In fact, I have people on myteam today that I hired from
Indeed.
com.
It's a really great resource.
It is a pay-to-play resource,however, it's an excellent
resource to find candidates.
In my experience in usingIndeed, though, you're going to
scan and you're going to lookthrough a lot of resumes, so
I've always put questions inplace to qualify candidates, and
(18:31):
that helps me easily sortthrough the hundreds of
applications that canpotentially come in when I'm
hiring for certain roles.
Another place and these are acouple of freelance marketplaces
, fiverr.
com, and if you're going to amarketplace like Fiverr, my
recommendation to you is youneed to be really good at giving
instructions and overseeing thework that gets done.
(18:51):
These are very inexpensivefreelance resource websites
where you can find freelancerson the cheap.
However, to get to the reallygood ones, you need to be really
good at managing so you get theproduct that you want.
Another good one would beUpwork.
com.
I've used Upwork on and off formany years.
I've even taken gigs on Upworkas a freelancer.
(19:12):
It's a great place also to findreally all levels people who
were beginners scaling all theway up to people who are experts
.
When you're looking for againfreelancers to come onto your
project.
You could even probably findpeople to work for you full-time
from Upwork as well.
So that's a great opportunityfreelance marketplace.
(19:33):
So indeed, fiverr, upwork,linkedin.
If you've got a largerorganization, you're going to
definitely be able to find a lotof people on LinkedIn, either
directly by posting the job orfor actually going through
profiles and looking for peoplethat you would be interested in
working with open to work symbolon their profiles, which might
(19:55):
let you know if they're seekingopportunities currently.
So it's a great opportunity toessentially look at their online
resume and find that as a hire.
Beyond that, a few other placeswould be looking at hiring VAs
and there are tons of marketplaces out there where you can
find VAs.
Some of them are country-based,some of them are very specific.
(20:15):
We hire Filipino VAs, we hireIndian, we hire only US and
Canada-based.
So just look for that whenyou're looking through the VA
marketplaces.
I've got a few that I have alsoused in the past that I'll drop
into the description for today'spodcast and check those out.
Beyond that, word of mouthnever fails Search through your
(20:37):
own network when you're lookingfor people to hire.
That way, you can talk tofriends and family and past
associates and colleagues tofind the right people to fill
your positions.
Always, always, always, whenyou're hiring, ask for examples
of work.
Ask questions.
That helps you understand isthis person a critical thinker?
(20:57):
You need critical thinkers inthese social media roles,
particularly if they're going totake on anything that's
strategic or content creationrelated, because they're going
to inevitably run into problemsthat must be solved.
That has probably been mybiggest takeaway when it comes
to hiring period.
All right, so those are a fewof my tips when it comes to
(21:17):
staffing up to hire your socialmedia support.
I hope this has been helpfulfor you.
Stay tuned for next week'sepisode, where we continue our
conversations around how you'regoing to grow your business and
different techniques to do it.
Thanks for listening everyone.
Until next week, take care.
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