1. What is Social Media Marketing?
Answer:Social Media Marketing is a branch of marketing, where one uses computer mediated technology to promote a product or service.
Social Media marketing helps to reach a large target audience and enables companies to track their progress with different data analytics tools.
2. Why is Social Media Marketing important in this age?
Answer:This is the age of computers and Internet. The world is moving more and more towards virtual communication and Social Media is playing a key role in that. The time that people are spending on Social Media is increasing every day.
- Social Media Marketing helps in grabbing the attention of potential customers even when they are away from their traditional media like TV, Radio etc.
- It helps to build and affirm a brand.
- It makes it easy to communicate with the larger audience and potential customers.
- Social Media is about Relationship building. So, Social Media Marketing increases the brand's visibility while building relationships.
- The marketing to Social Media users can be quite targeted with the available demographic details of the users.
- The investment for using social media marketing would be your time, as all the major platforms have no sign up fee.
3. Social Media Marketing is a new initiative for us. How would you ensure that it is successful?
Answer:A strategy is very important in social media marketing which helps your business analyze and evaluate its growth. Here are a few things a Social Media Manager should begin with:
i. Check current social presence: Networks the company is currently active on, to what extent are they utilized, how is your profile vis a vis that of competitors' profile etc.
ii. Identify the customers: Understand your customer well so that the service and brand fit him/her. Keep in mind factors like age, location, income, etc.
iii. Build key success metrics to monitor: Check the conversion rate, brand mentions, shares, time spent on website, etc. to know if the social media efforts are successful.
iv. Create engaging content: Consider what topics you will write on and how often will you post your content. You can use a content calendar to help you post engaging content on timely basis.
v. Make use of a social media management tool: The biggest advantage of having a management tool is that it allows scheduled post ahead of time. You can also decide the correct time when your post can be most effective.
vi. Track and analyze the result: A strategy cannot be constant. You'll have to keep changing it, as required. Track and evaluate each step and see how and what works and what does not.
4. What do you think are the key things a Social Media Manager does in his role?
Answer:There are quite a few high impact tasks that a Social Media Manager performs in his role like: Strategizing, Getting Engaging Content, Scheduling the publication and monitoring & Budgeting.
This question is to see if you are aware of the expectations from you in this role.
1. Strategy Planning: The social media manager has to focus on brand awareness, engagement, traffic, and signups, etc. The manager's goal should be aligned with the overall company goals. Hence there is a need to strategize.
2. Creating Engaging Content: The manager's role is not just to create content but to create content which keeps the audience engaged. He /She needs to create/ get created all sorts of content from blogs to GIFS to videos and more. There will be more followers and hence they will help spread the word of your product or service.
3. Scheduling: We see that certain posts do well in the morning, or in the evening or on weekends. This shows that the manager has to plan and work on scheduling his posts well in advance. This makes a lot of difference to the brand. The choice of Social Media Platform can be such that it allows you to post even when you are not online.
4. Budgeting: Budgeting knowledge is very important. There would be an allocated budget to work with as you would have to pay for paid advertisement as well as social media management tools, designs, images, etc.
5. If you were hiring, what personality traits would you look for in your Social Media Manager?
Answer:This question is to check whether you know what qualities is a Social Media Manager expected to possess and do you have them in you.
So, some of the most important qualities you need to focus on are:
i. Adaptability: As soon as the Manager spots a new trend, he / she should adapt to it quickly to be ahead in the curve. For e.g. With a shift from text to images to videos, a good manager should be able to embrace it quickly and develop the necessary skills in himself and in his team.
ii. Curious: A social media manager must have a curious mind. He/she needs to stay updated with the latest development and needs to be open to experiment new and different strategies.
iii. Business Savvy: A good manager is able to get the likes and shares for a certain post while a business savvy manager is able to see the bigger picture & align his actions with the company's goals. He doesn't work only from Social Media point of view but looks at things from the business perspective.
6. What should be the goals of a good social media campaign?
Answer:In order to answer this question you first need to explain what a social media campaign is.
A social media campaign is a collaborated marketing effort to assist the ultimate business goal using one or more social media platforms. As in traditional marketing, ensure
that the goals of your social media marketing campaign are measurable and discrete.
Some of the goals for social media campaigns can include:
i. Building brand awareness
ii. Improving brand engagement
iii. Increasing website traffic
iv. Generating leads and driving sales.
v. Revenue Growth
vi. Improve customer service on Social Platforms - Helps in increasing and retaining customers
vii. Increase PR in online and print media
viii. Getting feedback from users and getting closer to them
ix. Creating an email marketing list.
7. How would you measure the success of your Social Media Marketing Campaign?
Answer:Social Media is an effective platform of marketing. Measuring the results of a campaign depends upon the motive behind the campaign. Some of the parameters could be:
i. No of posts published
ii. Increase in the number of comments on social shares, comments and traffic generated (both direct and referral)
iii. Increase in the number of back links to your site.
iv. Increase in the number of followers
v. Increase in number of subscription
vi. Increase in account creation
vii. Submission of query form
viii. Increase in online sales
8. Have you ever handled a crisis situation? Explain.
Answer:A mature Manager needs to answer this question based on his/her experience. In order to answer this question, the manager needs to know that Bad news travels fast and on Social Media it travels faster. So, it is very important to swing into action.
He needs to be able to identify the crisis and have a crisis management plan in place. There are certain things that you can wait and observe while for others you need to quickly swing into action.
Focus your answer on what kind of crisis management plan you had and what did you do once you recognized that this is a crisis situation.
Here is a way in which you can answer this question:
The manager might be the first one to identify the crisis. Setting up streams in marketing tools (like Hootsuite) to monitor specific keywords to identify potential crisis can help you stay proactive in handling the crisis.
After the identification you need to understand if they can be just observed or give a one on one response or escalated to complete crisis status. Now, go on to explain this with an example.
For e.g. In one of the recent incidents, I was working as Social Media Manager for a Baby Product Client, we had just released a big budgeted ad campaign. After 3-4 days we started noticing a few negative tweets about the ad. We had set a crisis threshold:
- Less than 3 negative mentions: Observe and monitor closely.
- More than 5 negative mention: Assign messages to the public relations manager.
- More than 10 negative mention: Roll out the crisis management plan.
We acted promptly: Those who are impacted by the crisis want the answers quickly. So, we worked on providing those answer before anyone else does. This helps in maintaining the customer's belief that the company is transparent and willing to provide solutions.
We responded to queries and complaints. Appropriate responses help in maintaining the customer's trust.
It is very important to keep communicating within the company and with the customers to prevent false information and rumors from spreading.
9. What are your goals as a Social Media Professional?
Answer:The goals for a both a fresher and a manager need be S.M.A.R.T .i.e. Specific, Measurable, Achievable, Realistic and Time Sensitive.
For a junior role like Social Media Executive, the goals can be at execution level like:
i. Building brand awareness
ii. Generating Leads
iii. Improving Relationship
A manager needs to look at a bigger picture. Tell the interviewer how you will have an engaged audience. What would be your plan to engage the specific audience? Fresher's goals would include getting more likes or shares for a particular post but for a manager he/she needs to look at ways for growing business and planning.
10. Does Social Media Marketing have an advantage over Traditional Marketing?
Answer:Traditional marketing is everywhere. The radio you are listening to, the TV you are watching, are nothing but traditional marketing. Traditional marketing may be larger than social media marketing but it has a few drawbacks:
i. Cost: The cost involved in social media marketing is comparatively very less. The metrics used here is CPM. It is far less than that of radio and Television. Even the cost of producing the promoting the promotional material is quite low comparatively.
ii. Getting feedback: Social media marketing gives you the advantage of hearing back from your customers directly.
iii. Trust: Rather than hammering the viewer with your Ads, Social Media is more about trust building and emotional attachment with the end user.
iv. More targeted: Social Media Platforms know the demographics of their customers which can help in making the campaigns quite targeted.
11. Is it easy to make a transition from traditional media to social media?
Answer:Making a move from traditional media to social media is one of the most significant things you decide to do for your business.
You cannot say if the transition is easy or difficult but with the advancement in technology and Internet penetration, Social Media does have an upper hand in comparison to traditional media. You get your goals defined in social media marketing plus it gives you multiple platforms to efficiently and effectively promote your brand.
12. How can you use Google+ for business?
Answer:The Google+ page for a business is indexed faster by Google Search Engine. You can post information about your business and share strategic content. When you establish the relation between your Google+ page and website using "rel=markup" publisher, your page information shows up on the right hand side of the search results when someone looks for you on Google. This increases your visibility and customer's trust in you.
Additionally, there are tools like Hangout which can be used quite creatively.
13. How can you increase your reach on Facebook?
Answer:Here are some of the tips to increase your reach on Facebook:
i. Create a mix of interesting content, which people feel like sharing.
ii. Post most native and live videos; Repost what worked last time
iii. Tag appropriate posts and people
iv. Pay high attention to Audience Engagement
v. Work with paid promotions
14. Can there be any downside to social media marketing on your business/ company?
Answer:Social media is a free platform to express views, which means you'll have satisfied and unsatisfied customers, both. With the unsatisfied or angry customers you can expect negative comments about the product or service. And, the news can spread much faster, as even the people not known directly to the angry customer get to see the review and share the news.
Also unhappy employees use social media as a medium to vent their anger which puts the entire company in a bad picture.
15. Can time turn into a disadvantage in social media marketing?
Answer:With limited resources, maintaining an interactive media presence at times becomes difficult.
Someone needs to monitor all the platforms, respond and post regularly which if not done on time, may lead to the loss of potential customers and can also makes your audience uninterested in your brand or service.
16. What are some of the things you would do to make your social media campaign successful?
Answer:It depends on the purpose of your campaign, actually!
Social media campaign can help in getting the desired results. Some of the things you can do are:
i. Interact: This is the key. Get your users to interact in your social media post. Certain things you can do are : take a poll, provide reviews, make them ask questions, enter contest and join your mailing list.
ii. Offer Prizes: You need information and you need to give them a reason to give you that information. Offer some exciting prizes, discounts in exchange for their information & ensure that they are relevant.
iii. Proactive Engagement: When the campaign is on, respond to each comment attentively. If any question is asked answer it correctly.
iv. Promote: Promote you social media campaign on all the platforms even if it's only on one platform.
v. Adapt: Your online presence should adapt to reinforce the campaign.
vi. Monitor: Keep monitoring your campaign and adjusting the strategy, as required.
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