Here's how you can assess the skills and competencies of a social media manager in a performance review.

This is THE key to a successful campaign. A social media manager is a Jack of All Trades, someone who can analyze and decode multiple data points, identify the ones to pay attention to, and optimize campaigns based on back-end performance reports. They need to also understand consumers and consumer behaviour in order to execute on the goal of promoting business/campaign goals. It is both an art and a skill.

In the realm of social media, content is paramount. Assess your manager's skill in crafting diverse, compelling content that aligns with your brand's voice and resonates with your audience. This encompasses written posts, images, videos, and interactive elements. Evaluate their creativity, relevance, and consistency. Ensure their content not only drives engagement but also supports strategic goals. High-quality content is the cornerstone of effective social media management. An adept social media manager will produce content that captivates your audience and prompts meaningful interaction, driving your brand's success in the digital landscape.

Evaluate their proficiency in building and maintaining relationships with the audience. Look at metrics like response time, quality of interactions, and ability to foster community engagement. Check if they effectively handle customer inquiries, feedback, and crisis situations. Think of it as being a good host at a party—ensuring guests feel welcome, heard, and involved in the conversation.

A key competency for a social media manager is engagement mastery. Evaluate how they cultivate and expand your online community. Look at their responsiveness to comments, their ability to initiate and sustain conversations, and their success in forging relationships with followers. Additionally, assess their crisis management skills—how they navigate negative feedback or PR challenges. A proficient manager not only engages the audience but also strengthens brand loyalty and reputation through strategic, thoughtful interactions. This holistic approach to engagement is crucial for long-term success in social media management.

To assess a social media manager's analytical skills, look at how they handle data. Do they turn numbers into gold or just more numbers? Check if they can read metrics like engagement rates and follower growth without falling asleep. Are their reports clear or do you need a decoder ring? See if they tweak strategies based on data or just stick to old habits. How well do they use tools like Google Analytics—are they wizards or just waving a wand? When problems arise, are they quick to find solutions or just quick to panic? Finally, do they spy on competitors and spot trends like a social media Sherlock?

Review their competency with various social media tools and platforms. This includes scheduling tools, analytics software, and content management systems. Assess their ability to troubleshoot technical issues and stay updated with platform changes. It’s like being a skilled driver—knowing how to operate the vehicle and navigate the road efficiently.

Consider their soft skills, such as communication, teamwork, and adaptability. These are crucial for collaborating with other departments, managing crises, and staying resilient in a fast-paced industry. Also, assess their commitment to ongoing learning and professional development. It's like evaluating the soil in your garden—ensuring it's fertile and conducive to growth.