Who is qualified to be your Social Media Strategist? As a leading search firm for some of the top global PR and digital agencies in healthcare communications, our job is to find the best candidates for our companies. Since social media is an emerging area for many of our companies, Odom & Co wanted to share some of our experience with you.
First, social media is not about the tools, it is about the strategy. Game-changing social media strategists have experience in several areas including marketing communications, PR and digital media. At Odom & Co, we do not believe social media strategy is a position to be taken lightly. Individuals with limited marketing expertise and whose “experience” includes many profiles on the social networks are not qualified candidates. Neither are those who recommend you jump into all the social media platforms.
The first question a social media strategist should ask you is “Why?” Why do you want to be involved in social media? Other questions should be: What are your objectives? Are you prepared to engage with your audience? Are you willing to make a commitment? How will you add value to the community? Are you prepared to listen? Are you prepared to respond to feedback? Are you willing to change?
Social media strategists should be familiar with Web analytics and sentiment analysis tools, and use findings to adjust strategy. Because a successful strategy depends on relevance and relationships, companies are quick to find that what they believed to be great content is not part of their customers’ agenda. Therefore, great content requires a master of communications in your industry.
Our area of medical, healthcare and pharma communications requires specialists who need to know the industry, applicable laws, and special considerations. The social media strategist you employ should not only know the industry, but its thought leaders and influencers. The strategist will need to know how to integrate social media with other internet marketing strategies, your overall online presence and your business goals.
Foremost, social media is about sharing, not guarding the fort. “Social media is about being social both online and in real life ,” according to Brian Solis, principal of FutureWorks , an award-winning PR and new media agency, who adds, “Technical mastery is needed far less than leadership.”
According to the Altimeter Group, emerging technologies and the future of business will require a change in leadership style. Your strategist will not be limited to marketing, but will need to be involved in all areas of the organization. It is a senior level position.
Finding the right candidate to lead your social media strategy is a tall order, but one Odom & Co can help you fill.
Although Odom & Co has engaged with clients on LinkedIn for awhile, we are now on Twitter @odomandco , and we are excited about this blog. We have spent time listening to the thought leaders in our industry, including conversations in #hcsm, #hcmktg and #hcsmeu. Odom & Co is looking forward to engaging with you. Please let us know how we can better serve you. We welcome your comments. We are listening.