Help - i lead a social media department. We’re growing and need to staff up. What should be my key hires outside of a social media manager? I would like to find someone who can help me build a business case for our brand to invest in Tik Tok for ex. My CEO responds to ROI and as a creative by trade, i don’t know how to do that well. Is it a deck? Are there numbers out there? This is a role I could hire but what’s the name of that role? Thanks!

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Probably in the market for someone with a background in paid, or from a digital analytics agency. Those tend to be the people with experience putting together decks with full KPI and ROI data. I’d look for a digital strategist who has worked on social-driven campaigns. A good social media manager should be able to do that for you with that title, but lots of people call themselves social managers these days

likehelpful

Awesome thank you

Avinash Kaushik is a good place to start. He recommends framing around Care. Do. Impact. Care - What the thing is, why to care. Do - Your recommended steps. Impact - What the outcome will be. Important KPIs. Think $$$ vs 'engagement'. As for the medium? Almost doesn't matter as long as you convey your point in such a way that you get buy in. Could be a 30 page deck. Could be a 30 word Slack.

likehelpful

Any time!

A media strategist for media plans and activations, and a data analyst that can work out the economics the ideas you’re pitching

likehelpful

Great, thank you

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My advice is don’t over complicate it. Your CEO will want to make 3x back the salary of any one you hire eventually even if they invest a bit initially. So show that in a simple excel table- if I hire one person we can cover the cost in year one or part in year one and all in year two. Show clients or projects where you believe you can get new work from hiring this person. And talk about how this allows you as a business to build new / deeper relationships with existing and or new clients. That will be music to any CEO with their salt.

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How are you measuring your ROI? Do you want to use tiktok to build awareness or to drive customers down the funnel, I.e., more performance based marketing?

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Sounds like you need a marketing analyst/marketing strategy analyst.

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That’s helpful, thanks

Depending on your typical scope of work and hiring budget, you may want to have a team that has a mix of paid media/performance experience, someone with social strategy experience and someone with content and channel management experience. That’ll give you a pretty all-rounded dept to design social media plans, execute and analyze. You might find someone who can be a mix of paid media + strategy who can back you up with numbers or a social media manager who can handle channel/community management and content management. It really depends on your hiring budget and scope. If creatives are under your remit, you should consider a motion designer too.

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What kind of agency do you work at?

Promote the startup. Right now we’re doing baseline work but want to invest in doing more and seeing bigger but I don’t know how to justify it. But the feedback above was already helpful.

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You should probably hire me.... LOL. Given it’s a start up, you’ll want someone who can flex a bit across strategy, media, analytics and creative unless you can afford to hire for all those roles. I am a strategist but able to dip into the other areas to a decent extent and would be able to manage an agency or work with other specialists in those areas if it grew. I’m kidding (sort of) about hiring me, but I think for a lot of us who came up in social in earlier days or smaller shops, we’ve had to wear multiple hats because it just wasn’t as well funded in the early days as it is now, and based on where you are at the moment, a whole team sounds out of reach.

It sounds like you need a Marketing Director with deep experience in digital and social. They have experience building business cases, understand the channels available, capabilities, media implications, have built and rebuilt budgets, and has had to show demonstrable impact on KPIs and ROI. They could do everything you mentioned in post and comments + more. They can show the ROI of their own hire. A Social Media Manager, Analyst, Media Manager, etc may also be able to but have specific expertises and wouldn’t be able to stretch as much, which is super helpful at a startup. They could also partner with you to build out the team, as it needs to scale.

An analyst or strategist for your team and make it a job requirement that they understand how to set up down funnel tracking (ROI but the way and/or what you track will vary by vertical (eCom, B2B, etc.)

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