Driving Digital Success: How to Identify and Hire Outstanding Executive Social Media Leaders

Dear Hiring Managers,

As you embark on the search for your next executive social media or digital marketing hire, I implore you to consider the importance of strategic thinking, experience, and nurturing creative leadership in navigating the ever-evolving landscape of social media. After working my way up in my career from a content creator, business owner, and corporate 'Head' I have unique insights on what makes an exceptional leader for an organization looking at the future of their social and digital efforts. In this letter, I share my insights and experiences to help you make the best decision for your leadership.

? The Evolution of Social Media: Since helping the City of NY Public Advocate join Facebook in 2007, I have observed firsthand the rapid transformation of social media. Mosst marketers bring in a digital perspective that has become more native in recent years. Because of this, the barrier to entry can seem low. Well, "they have Facebook" so then they 'know social media.' That is basic. That is expected, that user experience is not enough to work in social media. Today, personal and professional realms have diverged, with 91% of businesses using social media for marketing purposes, compared to only 50% in 2007. Fortunately, if you do hire someone who has had social media accounts over time, their perspective on its everchanging evolution will be invaluable. But, it must come with the studying of it, not just participation in it. Should go without saying, but sometimes it's easy to say 'Yeah, they have been on it a while, let them handle it' and that just makes a joke of an industry worth billions. Facebook's market cap alone is $900B. Experience matters. Not in use, but in praxis.

? The Psychology of Communication: A deep understanding of communication principles is essential for success. In fact, 71% of consumers who have a positive experience with a brand on social media are more likely to recommend that brand to others. Your hires must be communicators. They must know how to write, to speak, to present, to mitigate communication risk online. Most of the work I have done in leadership positions in my career in social media has been explaining it to others. This industry is fast-moving, it is everchanging. What I explain to a business leader today about social media is vastly different than how I did it in 2009. I have done both. If your leadership cannot articulate the value of social media and digital marketing to your team, you will be lost in a shuffle of misunderstanding and misutilization of the platforms - never realizing their full potential. You need a presenter, a leader, a storyteller for your executive role. It will drive everything they help your team produce for publishing and it will help get it past the finish line when met with executive resistance.

? Emerging Technologies: With technology advancing at breakneck speed, it's crucial to stay ahead of the curve. The next 12 months promise disruptive innovations, making adaptability more important than ever. Embrace it and ensure your leadership does too. If you are not in a household asking an AI about the weather or to play you music or define words then you will be very soon. I have shopped through my phone to see if the piece of furniture I'm shopping for will fit my office- looking at a virtual couch in my room. I will do that before I use a tape measure and I will trust it. Be early, leave room for these innovations to fail but invest anyway. Try the metaverse, even if only for what will happen on Twitter when you do try it. Hire an executive who is obsessive about what is next so you do not lose steam when emerging technologies wave over us. It is building in that direction.

? The Long Game: As social media evolves, a long-term strategic approach becomes paramount. A recent study showed that 64% of marketers cited strategy development as the most important factor in achieving social media success. Hire a big-picture thinker. Someone who understands what 'best in class' means and goes for it. How will your leader ensure that this discipline is bringing your business long-term success for the next generation of your loyalists? Have you not asked that question? Why not? It will happen online, are you ready? It will happen in the metaverse, are you ready? Your leadership should come prepared. They should know as much about what is coming and how to leverage it as they know about what has come.

? Leadership for Creatives: Top-level social media management often originate from creative backgrounds. They need the space and understanding to lead creatives effectively, differentiating their roles from content marketers. Leaders should understand the process of how a video is made from conception to publishing. Your leader should understand every ad platform and how to interpret data. They need left-brain and right-brain agility, they need to be the center of the brand, extending every message into every distribution channel. They need to understand content creation and content distribution. One of those understandings is not enough, that just means they are not ready for leadership. Most of the artists I know that are good are ARTISTS full time. That is it. They are not also entrepreneurs, data scientists or people managers. Your leaders, if they are able to have experience in both, are rare. Keep them employed as long as possible. This is the sweet spot. For those who are not, let them create art. Let their leader help them create the best art possible. It is a vulnerable position, to be an artist, so you need a leader who can handle these creatives with care or your art will be crushed by everything else that is not art. Give them space, give them resources, and give them headphones. Your Social Media and Digital Executive should know how to lead artists.

As you evaluate potential candidates, consider the following:

1. Look beyond generational stereotypes: While younger candidates may appear tech-savvy, strategic thinking and experience are vital for success in this complex landscape.
2. Emphasize adaptability: With new technologies and platforms emerging constantly, a candidate's ability to learn, adapt, and evolve with the changes is essential.
3. Encourage continuous learning: As the industry evolves, a commitment to staying informed and up-to-date on the latest trends and best practices is crucial.
4. Value experience: A candidate with a strong background in advertising, digital marketing, and communication can provide invaluable insights and help your organization navigate the unpredictable terrain.
5. Foster creative leadership: Seek candidates with a creative background who can effectively manage and inspire your team of creatives, understanding the unique demands and processes inherent in their roles.

In conclusion, the ever-changing nature of social media and digital marketing demands a strategic approach, adaptability, and experience, as well as an emphasis on nurturing creative leadership. As you search for your next hire, keep these considerations in mind to ensure that your organization is well-prepared for the challenges and opportunities that lie ahead.

Wishing you success in your search,

LL