Interview Guide for

Social Media Strategist

This comprehensive interview guide is designed to help you identify and hire exceptional Social Media Strategists who will drive meaningful engagement and measurable results for your organization. By following a structured approach with behavior-based questions and a relevant work sample, you'll be able to evaluate candidates' strategic thinking, content creation abilities, analytical skills, and community management expertise.

How to Use This guide

This guide is intended to be a practical tool to help you conduct effective interviews with Social Media Strategist candidates. Here's how to make the most of it:

Customize as needed: Adapt the questions and evaluation criteria to align with your company's specific social media goals and culture.
Share with your team: Provide this guide to everyone involved in the interview process to ensure consistency and alignment.
Maintain independence: Have interviewers complete their scorecards independently before discussing candidates to avoid group bias.
Use follow-up questions: Dig deeper with the provided follow-up questions to get beyond rehearsed answers and understand the candidate's true capabilities.
Focus on behaviors: Remember that past behaviors are the best predictors of future performance.

For more guidance on conducting effective interviews, check out our resources on how to conduct a job interview and the science of structured interviewing.

Job Description

Social Media Strategist

About [Company]

[Company] is a [Industry] leader dedicated to [Company Mission]. We are a dynamic and growing team seeking a passionate and results-oriented Social Media Strategist to help us amplify our brand presence and connect with our audience.

The Role

As a Social Media Strategist at [Company], you will be responsible for developing, implementing, and managing our social media strategy to increase brand awareness, drive engagement, and generate leads. You'll work collaboratively with the marketing team to ensure alignment with overall marketing goals and objectives, crafting compelling content that resonates with our audience and drives measurable results.

Key Responsibilities

Strategy & Planning: Develop and implement comprehensive social media strategies aligned with overall marketing goals. Conduct thorough social media audits and competitor analysis to identify opportunities and best practices. Define and track key performance indicators (KPIs) and regularly report on social media performance.
Content Creation & Curation: Create engaging and high-quality content for various social media platforms. Develop and maintain a content calendar to ensure consistent posting and engagement. Curate and share relevant content from industry influencers and other sources.
Community Management & Engagement: Manage and monitor social media channels, responding to comments, messages, and inquiries promptly. Foster a strong online community and build relationships with key influencers. Identify and address negative mentions and feedback.
Advertising & Promotion: Manage and optimize paid social media campaigns across various platforms. Develop targeted ad campaigns to reach specific audiences and achieve desired results. Analyze ad performance and make data-driven adjustments to improve ROI.
Reporting & Analysis: Regularly analyze social media performance using analytics tools. Prepare and present performance reports to the marketing team and key stakeholders. Identify areas for improvement and make recommendations for optimizing social media efforts.

What We're Looking For

Bachelor's degree in Marketing, Communications, or a related field (or equivalent experience)
3-5 years of experience in social media marketing
Proven track record of developing and executing successful social media strategies
Expert knowledge of social media platforms and their respective best practices
Strong understanding of social media analytics and reporting
Excellent written and verbal communication skills
Creative and innovative thinking with a passion for social media
Ability to work independently and as part of a team
Proficiency in social media management tools
Experience with paid social media advertising
Strong analytical skills with the ability to translate data into actionable insights

Why Join [Company]

At [Company], we're passionate about [Company Mission/Values]. We offer a collaborative and innovative environment where creativity and initiative are valued and rewarded.

Competitive salary: [Pay Range]
Comprehensive benefits package including health insurance and retirement plans
Flexible work arrangements
Professional development opportunities
Collaborative and innovative work environment

Hiring Process

We've designed a streamlined hiring process to identify the best candidates while respecting your time:

Initial Screening Call: A 30-minute conversation with our recruiter to discuss your experience and interest in the role.
Social Media Strategy Exercise: You'll complete a creative exercise that demonstrates your strategic thinking and content creation abilities.
Social Media Strategy Interview: An in-depth conversation with the hiring manager about your approach to social media strategy, planning, and measurement.
Team & Culture Interview: Meet with potential team members to discuss your experience with collaboration, content creation, and community management.

We're committed to providing timely feedback throughout the process and answering any questions you have about the role or our company.

Ideal Candidate Profile (Internal)

Role Overview

The Social Media Strategist is a critical role that bridges creative content development with data-driven decision making. This person will drive our brand's presence across social platforms, engage with our audience, and generate measurable results through strategic planning and execution. The ideal candidate combines analytical thinking with creative storytelling abilities and stays current with ever-evolving social media trends and platform changes.

Essential Behavioral Competencies

Strategic Thinking - Ability to develop comprehensive social media strategies that align with business objectives. Can analyze market trends, competitive landscape, and audience behavior to create effective approaches that drive measurable outcomes.

Content Creation and Storytelling - Skilled at crafting engaging, platform-appropriate content that resonates with target audiences. Can translate brand messaging into compelling social media narratives that drive engagement and support business goals.

Data Analysis & Performance Measurement - Proficient at using analytics tools to measure social media performance, extract meaningful insights, and make data-driven decisions to optimize strategies and tactics.

Community Management & Engagement - Excels at building and nurturing online communities, responding appropriately to audience interactions, and managing brand reputation through thoughtful engagement.

Adaptability & Trend Awareness - Stays current with evolving social media platforms, algorithm changes, and emerging trends. Can quickly adapt strategies and tactics to leverage new opportunities and overcome challenges.

Desired Outcomes

Develop and implement a comprehensive social media strategy that increases brand awareness and engagement by at least 20% within the first six months.
Create and maintain a consistent content calendar that effectively communicates our brand voice across all social media platforms, resulting in increased audience growth and engagement.
Build and nurture relationships with industry influencers and brand advocates, leading to expanded reach and at least 5 collaborative opportunities each quarter.
Design and execute paid social media campaigns that generate qualified leads at a cost-per-lead that's 15% lower than industry benchmarks.
Provide detailed monthly analytics reports that demonstrate ROI and inform future social media strategy decisions.

Ideal Candidate Traits

Analytical Curiosity: Naturally inquisitive about data and performance metrics, always seeking to understand the "why" behind social media trends and results.
Creative Adaptability: Able to pivot quickly as social platforms evolve, maintaining creativity while adapting to new formats and features.
Strategic Mindset: Thinks beyond individual posts to see how social media efforts connect to broader marketing and business objectives.
Audience Empathy: Deeply understands target audiences and can craft content that resonates on an emotional level.
Growth-Oriented: Constantly learning about new tools, tactics, and approaches to social media marketing; never satisfied with the status quo.
Detail-Oriented: Maintains quality and consistency across all platforms while juggling multiple campaigns and initiatives.
Collaborative Nature: Works effectively with teams across marketing, design, product, and sales to create cohesive messaging.
Results-Driven: Focuses on generating measurable outcomes rather than vanity metrics.

Screening Interview

Directions for the Interviewer

This initial screening interview aims to identify candidates with the right combination of strategic thinking, content creation abilities, and analytical skills needed for the Social Media Strategist role. Focus on understanding their approach to social media strategy development, their experience with various platforms, and their ability to measure and report on performance metrics.

Look for candidates who can clearly articulate their strategic process, demonstrate results from previous roles, and show a passion for staying current with social media trends. This interview should help you determine if the candidate has the foundational skills and experience to move forward in the process.

Remember to allow 5-10 minutes at the end for the candidate to ask questions. Their questions often reveal their level of interest and understanding of the role.

Directions to Share with Candidate

During this conversation, I'll be asking about your experience with social media strategy, content creation, and analytics. I'm interested in understanding your approach to developing and implementing social media plans and how you measure success. Please share specific examples from your past experience that demonstrate your skills and achievements in these areas.

Interview Questions

Tell me about your experience developing and implementing social media strategies. What was your approach and what results did you achieve?

Areas to Cover

The types of organizations or brands they've developed strategies for
Their process for developing a social media strategy
How they aligned social strategy with overall marketing or business goals
Specific metrics they tracked and results they achieved
How they adapted strategies based on performance data

Possible Follow-up Questions

How did you determine which social platforms to focus on?
What was the most successful social media campaign you've developed, and why?
How did you measure ROI for your social media efforts?
How did you handle a situation where a strategy wasn't performing as expected?

Describe your experience with content creation for different social media platforms. How do you adapt content for various platforms while maintaining brand consistency?

Areas to Cover

Types of content they've created (videos, graphics, written posts)
How they adapt content for different platforms' audiences and formats
Their approach to maintaining brand voice across different channels
Tools or processes they use for content creation
Experience collaborating with designers, copywriters, or other stakeholders

Possible Follow-up Questions

Can you give an example of how you adapted the same message for different platforms?
How do you stay creative and avoid content fatigue?
What content types have you found most engaging for your audiences?
How do you balance planned content with real-time opportunities?

How do you approach social media analytics and reporting? What metrics do you prioritize and how do you translate data into actionable insights?

Areas to Cover

Analytics tools they're familiar with
Key metrics they track and why
How they structure reports for different stakeholders
Examples of insights they've uncovered through data analysis
How they've used data to improve strategy or content

Possible Follow-up Questions

How do you determine which metrics are most important for a specific campaign?
Can you describe a time when analytics revealed something surprising about your audience?
How do you explain social media ROI to stakeholders who may not be familiar with the platforms?
What's your approach to A/B testing on social media?

Walk me through your experience with community management and audience engagement. How have you built and nurtured online communities?

Areas to Cover

Their approach to responding to comments and messages
Strategies they've used to increase engagement
How they've handled negative comments or crisis situations
Examples of successful community-building initiatives
Experience working with influencers or brand advocates

Possible Follow-up Questions

How do you determine the right tone for different types of engagements?
Tell me about a difficult social media situation you had to manage. How did you handle it?
What strategies have you found most effective for increasing meaningful engagement?
How do you balance automated and personal responses?

How do you stay current with social media trends, algorithm changes, and new features? Give me an example of how you've adapted to a significant platform change.

Areas to Cover

Resources they use to stay informed
How they evaluate which trends to adopt
Examples of successfully adapting to platform changes
Their process for testing new features or approaches
How they balance innovation with proven tactics

Possible Follow-up Questions

What recent social media trend do you find most interesting and why?
Describe a time when a platform algorithm change significantly impacted your strategy.
How do you determine if a new platform is worth investing time and resources in?
What's your process for experimenting with new content formats or features?

What experience do you have with paid social media advertising? Describe a campaign you managed and the results you achieved.

Areas to Cover

Platforms they've run paid campaigns on
Their process for developing ad creative and copy
Targeting strategies they've employed
Budget management experience
How they measured and optimized campaign performance

Possible Follow-up Questions

How do you determine the right balance between organic and paid social efforts?
What targeting strategies have you found most effective?
How do you optimize campaigns while they're running?
What's the most challenging paid social campaign you've managed and why?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Shows limited understanding of social media strategy development
2: Can develop basic strategies but struggles with alignment to broader goals
3: Demonstrates solid strategic approach aligned with marketing objectives
4: Exceptional strategic vision with innovative approaches to social media

Content Creation and Storytelling

0: Not Enough Information Gathered to Evaluate
1: Limited experience creating engaging social content
2: Creates adequate content but lacks creativity or platform optimization
3: Demonstrates strong content creation skills adapted to different platforms
4: Exceptional content creator with innovative approaches and proven results

Data Analysis & Performance Measurement

0: Not Enough Information Gathered to Evaluate
1: Basic understanding of social analytics
2: Can track and report on metrics but limited insight extraction
3: Strong analytical skills with ability to derive meaningful insights
4: Advanced analytics expertise with proven ability to optimize based on data

Community Management & Engagement

0: Not Enough Information Gathered to Evaluate
1: Limited experience with community management
2: Basic engagement skills but lacks depth in building relationships
3: Strong community management approach with demonstrated results
4: Exceptional at building and nurturing online communities

Adaptability & Trend Awareness

0: Not Enough Information Gathered to Evaluate
1: Limited awareness of current social media trends
2: Aware of trends but struggles to effectively implement them
3: Stays current with trends and can effectively adapt strategies
4: Ahead of trends with innovative approaches to evolving landscapes

Develop and implement a comprehensive social media strategy

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Create and maintain a consistent content calendar

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Build and nurture relationships with industry influencers

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Design and execute paid social media campaigns

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Provide detailed monthly analytics reports

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Social Media Strategy Work Sample

Directions for the Interviewer

This work sample is designed to evaluate the candidate's ability to develop a social media strategy, create compelling content, and measure performance. It assesses their strategic thinking, creativity, analytical skills, and understanding of social media best practices in a practical context.

Send the exercise to candidates who pass the initial screening at least 48 hours before your interview with them. When reviewing their submission, look for:

Strategic alignment with business objectives
Platform-specific approaches that leverage each channel's strengths
Creative content ideas that would resonate with the target audience
Clear, measurable KPIs that tie back to business goals
A thoughtful approach to analytics and optimization

During the follow-up discussion, dig deeper into their thought process, ask about alternative approaches they considered, and explore how they would adjust their strategy based on different scenarios.

Directions to Share with Candidate

As part of our hiring process, we'd like you to complete a social media strategy exercise that demonstrates your strategic thinking, creativity, and analytical approach. Please develop a mini social media strategy for the following scenario:

[Company] is launching a new [product/service] targeting [specific audience]. We want to create awareness, drive engagement, and generate leads through our social media channels.

Your task is to create a 2-page (maximum) social media strategy that includes:

Platform selection and rationale (choose 2-3 platforms)
Content themes and examples of specific posts for each platform
Engagement strategies to build community
Key performance indicators and how you would measure success
Ideas for one paid social campaign

Please submit your strategy document at least 24 hours before our scheduled interview. During our conversation, we'll discuss your approach and thinking behind the strategy.

Interview Questions

Walk me through your social media strategy. What was your thought process in developing this approach?

Areas to Cover

Their rationale for platform selection
How they tied strategy to business objectives
Key audience insights that informed their approach
Alternative approaches they considered
How they balanced organic and paid strategies

Possible Follow-up Questions

What additional information would have been helpful in developing this strategy?
How would you adjust this strategy if the budget was significantly higher/lower?
What would be your timeline for implementing this strategy?
How would you prioritize the different elements of this strategy?

Tell me about the content themes you developed. How do they align with the target audience and business goals?

Areas to Cover

How they identified relevant content themes
How they adapted content for different platforms
Their creative process for developing content ideas
How the content supports business objectives
Their approach to content variety and frequency

Possible Follow-up Questions

How would you test which content themes are most effective?
How would you maintain consistent brand voice across different content themes?
What additional content formats might you explore?
How would you source or create the content you've proposed?

How would you approach measuring the success of this strategy? What would you do if certain elements weren't performing as expected?

Areas to Cover

Their rationale for selected KPIs
Tools they would use for measurement
Frequency and format of reporting
Their approach to optimization
How they would handle underperforming elements

Possible Follow-up Questions

How would you determine if a platform isn't working and when to pivot?
How would you attribute leads to specific social media efforts?
What benchmarks would you use to evaluate performance?
How would you communicate results to stakeholders?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Strategy lacks clear direction or alignment with business goals
2: Basic strategy with some alignment to objectives but limited depth
3: Well-developed strategy that aligns with objectives and shows audience understanding
4: Exceptional strategy with innovative approaches and strong business alignment

Content Creation and Storytelling

0: Not Enough Information Gathered to Evaluate
1: Content ideas are generic or not well-suited to platforms/audience
2: Adequate content ideas but lacking creativity or strategic alignment
3: Creative, platform-appropriate content ideas that support strategic goals
4: Highly innovative content approach with exceptional platform optimization

Data Analysis & Performance Measurement

0: Not Enough Information Gathered to Evaluate
1: Weak KPIs that don't connect to business objectives
2: Basic measurement plan but lacks depth or meaningful insights
3: Comprehensive measurement approach with meaningful metrics
4: Sophisticated analytics plan with clear connections to business impact

Community Management & Engagement

0: Not Enough Information Gathered to Evaluate
1: Limited engagement strategies or community-building approach
2: Basic engagement tactics but lacking depth or innovation
3: Strong engagement strategy with clear community-building elements
4: Exceptional approach to building and nurturing community with innovative tactics

Adaptability & Trend Awareness

0: Not Enough Information Gathered to Evaluate
1: Strategy shows limited awareness of current platform best practices
2: Incorporates some current best practices but misses key opportunities
3: Demonstrates strong awareness of platform capabilities and current trends
4: Leverages cutting-edge platform features and anticipates emerging trends

Develop and implement a comprehensive social media strategy

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Create and maintain a consistent content calendar

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Build and nurture relationships with industry influencers

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Design and execute paid social media campaigns

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Provide detailed monthly analytics reports

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Social Media Strategy Competency Interview

Directions for the Interviewer

This interview focuses on evaluating the candidate's strategic thinking, analytical skills, and ability to develop and execute comprehensive social media plans. As the hiring manager, you'll want to dig deep into their process for developing strategies, measuring performance, and adapting to changes in the social media landscape.

Look for candidates who can clearly articulate their approach to social media strategy, demonstrate a data-driven mindset, and show how they've tied social media efforts to broader business objectives. The ideal candidate will provide specific examples of strategies they've developed, challenges they've overcome, and measurable results they've achieved.

Keep the conversation focused on past behaviors rather than hypothetical scenarios. Pay particular attention to how they've handled strategic pivots, performance optimization, and stakeholder management. Allow 10 minutes at the end for the candidate to ask questions.

Directions to Share with Candidate

During this interview, we'll focus on your approach to social media strategy development, analysis, and optimization. I'm interested in understanding your process for creating social media plans, how you measure success, and how you adapt strategies based on performance data. Please share specific examples from your past experience to illustrate your skills and achievements in these areas.

Interview Questions

Tell me about a comprehensive social media strategy you developed. What was your process, what objectives did it address, and what results did you achieve? (Strategic Thinking, Data Analysis & Performance Measurement)

Areas to Cover

Their approach to understanding the business objectives
Research they conducted to inform the strategy
How they determined which platforms to focus on
How they established KPIs and measurement approach
The implementation process and results achieved
How they reported results to stakeholders

Possible Follow-up Questions

What research or data informed your strategy development?
How did you prioritize different platforms or tactics?
What challenges did you encounter during implementation and how did you address them?
How did you know if the strategy was successful?

Describe a situation where you had to significantly adjust a social media strategy based on performance data. What insights led to the change and what was the outcome? (Strategic Thinking, Data Analysis & Performance Measurement, Adaptability & Trend Awareness)

Areas to Cover

The original strategy and expected outcomes
The data they analyzed and insights uncovered
Their decision-making process for making changes
How they implemented and communicated the pivot
The results of the adjusted strategy
Lessons learned from the experience

Possible Follow-up Questions

How did you identify that changes were needed?
How did you convince stakeholders that a change was necessary?
What tools or techniques did you use to analyze the data?
How quickly were you able to implement changes and see results?

Tell me about your experience managing paid social media campaigns. How do you approach campaign development, optimization, and measuring ROI? (Strategic Thinking, Data Analysis & Performance Measurement)

Areas to Cover

Their process for developing campaign strategies
Experience with targeting and audience segmentation
Budget management and allocation approach
How they optimize campaigns while running
Their method for measuring and reporting ROI
Examples of successful campaigns they've managed

Possible Follow-up Questions

How do you determine the right budget allocation across platforms?
What targeting strategies have you found most effective?
How do you approach A/B testing in paid campaigns?
How do you attribute conversions to specific campaigns?

Describe a time when you had to manage a social media crisis or address negative sentiment online. How did you approach the situation and what was the outcome? (Community Management & Engagement, Adaptability & Trend Awareness)

Areas to Cover

The nature of the crisis or negative situation
Their initial response and strategy
How they communicated with stakeholders
Actions taken to address the issue
How they monitored and managed ongoing sentiment
The resolution and any preventative measures implemented

Possible Follow-up Questions

How did you detect the issue initially?
How did you determine the appropriate response?
What tools or processes did you use to monitor the situation?
What did you learn from this experience?

How do you stay current with social media trends and platform changes? Tell me about a time when you successfully leveraged a new platform feature or trend. (Adaptability & Trend Awareness, Strategic Thinking)

Areas to Cover

Their methods for staying informed about industry changes
How they evaluate which trends or features to adopt
Their approach to testing new strategies
A specific example of successfully implementing something new
How they measured the impact of the new approach
Their process for integrating successful tests into ongoing strategy

Possible Follow-up Questions

How do you distinguish between trends worth pursuing and those that aren't right for your brand?
How do you balance experimentation with maintaining consistent performance?
How do you prepare for and respond to major platform algorithm changes?
What recent trend or feature do you find most promising for brands?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Demonstrates tactical thinking but lacks strategic vision
2: Shows basic strategic planning but limited connection to business goals
3: Strong strategic approach that aligns social media with broader objectives
4: Exceptional strategic vision with innovative approaches and business impact

Data Analysis & Performance Measurement

0: Not Enough Information Gathered to Evaluate
1: Limited experience with analytics or basic metric tracking only
2: Can analyze basic performance data but struggles with deeper insights
3: Strong analytical skills with ability to extract meaningful insights
4: Advanced analytical capabilities that drive strategic optimization

Adaptability & Trend Awareness

0: Not Enough Information Gathered to Evaluate
1: Limited awareness of industry trends or slow to adapt
2: Aware of trends but inconsistent in implementation
3: Consistently stays current and effectively implements relevant changes
4: Industry thought leader who anticipates trends and pioneers new approaches

Community Management & Engagement

0: Not Enough Information Gathered to Evaluate
1: Basic community management with limited engagement strategies
2: Adequate engagement approach but lacks depth or innovation
3: Strong community building with effective crisis management skills
4: Exceptional at fostering engagement and navigating sensitive situations

Content Creation and Storytelling

0: Not Enough Information Gathered to Evaluate
1: Limited content strategy experience or creativity
2: Creates adequate content but lacks strategic alignment
3: Strong content strategy skills with creative, platform-appropriate execution
4: Innovative storyteller who elevates brand narratives across platforms

Develop and implement a comprehensive social media strategy

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Create and maintain a consistent content calendar

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Build and nurture relationships with industry influencers

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Design and execute paid social media campaigns

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Provide detailed monthly analytics reports

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Team & Culture Competency Interview

Directions for the Interviewer

This interview focuses on assessing the candidate's ability to create compelling content, manage communities, collaborate with team members, and adapt to different situations. As a potential team member or cross-functional stakeholder, your perspective on how the candidate would fit within the team and contribute to a positive culture is valuable.

Look for candidates who demonstrate strong communication skills, creativity, collaboration abilities, and a positive approach to feedback. Pay attention to how they describe working with others, handling challenges, and adapting to changing priorities. The ideal candidate will show both creativity and a willingness to learn and grow.

Keep questions focused on past behaviors and experiences rather than hypothetical scenarios. Allow approximately 10 minutes at the end for the candidate to ask questions about the team and culture.

Directions to Share with Candidate

In this conversation, we'll focus on your experience creating content, managing social media communities, and collaborating with team members. I'm interested in learning about your creative process, how you approach audience engagement, and how you work with others to achieve goals. Please share specific examples from your past experience that demonstrate your skills and approach in these areas.

Interview Questions

Tell me about a time when you created social media content that performed exceptionally well. What was your process, and why do you think it resonated with the audience? (Content Creation and Storytelling, Strategic Thinking)

Areas to Cover

Their creative process for developing content
How they considered audience preferences and platform specifics
The performance of the content and metrics used to measure success
Insights gained from the content's performance
How they applied these learnings to future content

Possible Follow-up Questions

How did you come up with the concept for this content?
How did you adapt this content for different platforms, if applicable?
What surprised you about the performance of this content?
How did you leverage this success in subsequent content?

Describe a situation where you had to manage a challenging situation or negative feedback on social media. How did you handle it? (Community Management & Engagement, Adaptability & Trend Awareness)

Areas to Cover

The nature of the situation and initial assessment
Their approach to addressing the issue
How they communicated with the audience and internal stakeholders
Steps taken to resolve the situation
Preventative measures implemented afterward
Lessons learned from the experience

Possible Follow-up Questions

How did you decide on the appropriate tone and response?
Who did you consult with before responding, if anyone?
How did you monitor the situation as it evolved?
What would you do differently if faced with a similar situation in the future?

Tell me about a time when you collaborated with other team members or departments on a social media initiative. What was your role, and how did you ensure effective collaboration? (Content Creation and Storytelling, Community Management & Engagement)

Areas to Cover

The nature of the project and the collaboration required
Their specific contributions to the initiative
How they communicated and coordinated with others
Challenges faced during the collaboration and how they were addressed
The outcome of the project
Their reflections on the collaborative process

Possible Follow-up Questions

How did you handle differing opinions or approaches during the collaboration?
What tools or processes did you use to manage the collaborative workflow?
How did you ensure consistency in messaging across different contributors?
What did you learn about effective collaboration from this experience?

Describe a situation where you had to quickly adapt your social media plans due to unexpected events or changing priorities. How did you handle it? (Adaptability & Trend Awareness, Strategic Thinking)

Areas to Cover

The nature of the unexpected situation
Their initial reaction and assessment process
How they developed an alternative approach
The way they communicated changes to stakeholders
The outcome of the adjusted strategy
Lessons learned from having to pivot quickly

Possible Follow-up Questions

How did you prioritize what needed to be changed vs. what could remain?
What tools or processes helped you adapt quickly?
How did you balance immediate needs with longer-term strategy?
How did this experience change your approach to planning?

Tell me about a time when you received constructive feedback about your social media work. How did you respond to it, and what was the outcome? (Adaptability & Trend Awareness, Content Creation and Storytelling)

Areas to Cover

The nature of the feedback received
Their initial reaction to the feedback
How they processed and evaluated the feedback
Changes they implemented based on the feedback
The results of these changes
Their approach to feedback in general

Possible Follow-up Questions

How do you typically solicit feedback on your work?
What's the most valuable piece of feedback you've received in your career?
How do you distinguish between feedback that should be acted on versus not?
How do you approach giving feedback to others?

Interview Scorecard

Content Creation and Storytelling

0: Not Enough Information Gathered to Evaluate
1: Limited creativity or strategic approach to content creation
2: Creates adequate content but lacks originality or audience focus
3: Strong creative skills with audience-centric approach to content
4: Exceptional storyteller who consistently creates high-performing content

Community Management & Engagement

0: Not Enough Information Gathered to Evaluate
1: Basic engagement skills with limited crisis management experience
2: Adequate community management but lacks sophistication
3: Strong community management with effective issue resolution skills
4: Exceptional at building community and navigating complex situations

Adaptability & Trend Awareness

0: Not Enough Information Gathered to Evaluate
1: Struggles to adapt to changes or feedback
2: Can adapt when necessary but prefers established processes
3: Embraces change and effectively shifts approach when needed
4: Thrives in dynamic environments and turns challenges into opportunities

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Focuses on tactical execution with limited strategic vision
2: Shows some strategic thinking but inconsistent application
3: Demonstrates clear strategic thinking in approach to challenges
4: Exceptional strategic mindset that drives innovative solutions

Data Analysis & Performance Measurement

0: Not Enough Information Gathered to Evaluate
1: Limited use of data to inform decisions
2: Basic understanding of analytics but doesn't consistently apply insights
3: Effectively uses data to optimize content and engagement
4: Sophisticated analytical approach that drives continuous improvement

Develop and implement a comprehensive social media strategy

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Create and maintain a consistent content calendar

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Build and nurture relationships with industry influencers

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Design and execute paid social media campaigns

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Provide detailed monthly analytics reports

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Debrief Meeting

Directions for Conducting the Debrief Meeting

The Debrief Meeting is an open discussion for the hiring team members to share the information learned during the candidate interviews. Use the questions below to guide the discussion.

Start the meeting by reviewing the requirements for the role and the key competencies and goals to succeed. Remind the team of the essential behavioral competencies: Strategic Thinking, Content Creation and Storytelling, Data Analysis & Performance Measurement, Community Management & Engagement, and Adaptability & Trend Awareness.

The meeting leader should strive to create an environment where it is okay to express opinions about the candidate that differ from the consensus or from leadership's opinions.

Scores and interview notes are important data points but should not be the sole factor in making the final decision.

Any hiring team member should feel free to change their recommendation as they learn new information and reflect on what they've learned.

Questions to Guide the Debrief Meeting

Question: Does anyone have any questions for the other interviewers about the candidate?

Guidance: The meeting facilitator should initially present themselves as neutral and try not to sway the conversation before others have a chance to speak up.

Question: Are there any additional comments about the Candidate?

Guidance: This is an opportunity for all the interviewers to share anything they learned that is important for the other interviewers to know.

Question: Is there anything further we need to investigate before making a decision?

Guidance: Based on this discussion, you may decide to probe further on certain issues with the candidate or explore specific issues in the reference calls.

Question: Has anyone changed their hire/no-hire recommendation?

Guidance: This is an opportunity for the interviewers to change their recommendation from the new information they learned in this meeting.

Question: If the consensus is no hire, should the candidate be considered for other roles? If so, what roles?

Guidance: Discuss whether engaging with the candidate about a different role would be worthwhile.

Question: What are the next steps?

Guidance: If there is no consensus, follow the process for that situation (e.g., it is the hiring manager's decision). Further investigation may be needed before making the decision. If there is a consensus on hiring, reference checks could be the next step.

Reference Calls

Directions for Conducting Reference Checks

Reference checks are a critical final step in evaluating a Social Media Strategist candidate. These conversations provide valuable insights into the candidate's past performance, working style, and capabilities from those who have directly worked with them.

Aim to speak with at least 2-3 references, ideally including a direct supervisor, a peer, and potentially someone who reported to the candidate if they had management responsibilities. Ask the candidate to make the initial introduction via email to facilitate scheduling.

During the call, begin by explaining the role the candidate is being considered for and the key responsibilities. Then use the questions below to guide your conversation, making sure to listen for specific examples rather than general statements. Pay particular attention to the candidate's strategic thinking abilities, content creation skills, analytical capabilities, and how they collaborated with others.

These reference checks can be repeated with multiple references using the same questions and scorecard.

Questions for Reference Checks

How do you know [Candidate Name], and what was your working relationship?

Guidance: Establish the context of the relationship, including how long they worked together, the nature of their professional relationship, and how closely they collaborated.

Tell me about [Candidate Name]'s approach to developing and implementing social media strategies. What strengths did they demonstrate in this area?

Guidance: Listen for examples of strategic thinking, alignment with business objectives, and ability to translate strategy into execution. Note any specific campaigns or initiatives mentioned and their results.

How would you describe [Candidate Name]'s content creation abilities? What types of content did they excel at?

Guidance: Look for insights about creativity, understanding of different platforms, brand voice consistency, and ability to create engaging content for the target audience.

How did [Candidate Name] approach measuring and reporting on social media performance? Were they data-driven in their decision making?

Guidance: Listen for examples of analytical thinking, use of metrics and KPIs, ability to extract meaningful insights, and how they used data to optimize strategies.

Can you describe how [Candidate Name] handled challenging situations, such as negative feedback or unexpected changes to plans?

Guidance: Note their resilience, problem-solving approach, communication skills during difficult situations, and ability to adapt quickly.

On a scale of 1-10, how likely would you be to hire [Candidate Name] again if you had an appropriate role available? Why?

Guidance: This question often reveals more nuanced feedback. Ask for specific reasons behind their rating, whether high or moderate.

Is there anything else I should know about [Candidate Name] that would help me evaluate their fit for this role?

Guidance: This open-ended question can sometimes yield unexpected but valuable insights. Pay attention to both what is said and what might be conspicuously omitted.

Reference Check Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Reference indicated limited strategic abilities
2: Reference suggested adequate but not exceptional strategic thinking
3: Reference confirmed strong strategic approach to social media
4: Reference highlighted exceptional strategic vision and execution

Content Creation and Storytelling

0: Not Enough Information Gathered to Evaluate
1: Reference indicated limited content creation skills
2: Reference suggested adequate content abilities with some limitations
3: Reference confirmed strong content creation across platforms
4: Reference highlighted exceptional creativity and content performance

Data Analysis & Performance Measurement

0: Not Enough Information Gathered to Evaluate
1: Reference indicated limited analytical skills
2: Reference suggested basic data usage but not sophisticated analysis
3: Reference confirmed strong analytical approach and data-driven decisions
4: Reference highlighted exceptional analytical capabilities that drove results

Community Management & Engagement

0: Not Enough Information Gathered to Evaluate
1: Reference indicated limited community management experience
2: Reference suggested adequate engagement skills with some room for growth
3: Reference confirmed strong community building and engagement abilities
4: Reference highlighted exceptional audience relationships and issue handling

Adaptability & Trend Awareness

0: Not Enough Information Gathered to Evaluate
1: Reference indicated resistance to change or slow adaptation
2: Reference suggested adequate adaptability with some limitations
3: Reference confirmed strong ability to adapt and stay current
4: Reference highlighted exceptional agility and trend leadership

Develop and implement a comprehensive social media strategy

0: Not Enough Information Gathered to Evaluate
1: Reference suggests candidate is unlikely to achieve this goal
2: Reference suggests candidate may partially achieve this goal
3: Reference confirms candidate is likely to achieve this goal
4: Reference indicates candidate is likely to exceed expectations

Create and maintain a consistent content calendar

0: Not Enough Information Gathered to Evaluate
1: Reference suggests candidate is unlikely to achieve this goal
2: Reference suggests candidate may partially achieve this goal
3: Reference confirms candidate is likely to achieve this goal
4: Reference indicates candidate is likely to exceed expectations

Build and nurture relationships with industry influencers

0: Not Enough Information Gathered to Evaluate
1: Reference suggests candidate is unlikely to achieve this goal
2: Reference suggests candidate may partially achieve this goal
3: Reference confirms candidate is likely to achieve this goal
4: Reference indicates candidate is likely to exceed expectations

Design and execute paid social media campaigns

0: Not Enough Information Gathered to Evaluate
1: Reference suggests candidate is unlikely to achieve this goal
2: Reference suggests candidate may partially achieve this goal
3: Reference confirms candidate is likely to achieve this goal
4: Reference indicates candidate is likely to exceed expectations

Provide detailed monthly analytics reports

0: Not Enough Information Gathered to Evaluate
1: Reference suggests candidate is unlikely to achieve this goal
2: Reference suggests candidate may partially achieve this goal
3: Reference confirms candidate is likely to achieve this goal
4: Reference indicates candidate is likely to exceed expectations

Frequently Asked Questions

How should I adapt this interview guide for different levels of social media experience?

For candidates with less experience (1-2 years), focus more on fundamental skills like content creation, platform knowledge, and basic analytics. For senior candidates (5+ years), emphasize strategic leadership, advanced analytics, cross-functional collaboration, and demonstrable business impact from previous roles.

What if a candidate has strong experience on some platforms but not others that are important to us?

Look for transferable skills and learning agility. If they've successfully mastered multiple platforms in the past, they'll likely learn new ones quickly. During the work sample, note how they approach platforms they're less familiar with. You can learn more about assessing learning agility.

How important is the work sample compared to the interviews?

The work sample is crucial for assessing a candidate's practical abilities rather than just their interview skills. It demonstrates their strategic thinking, creativity, and analytical approach in a real-world context. The interviews then help you understand their past experiences and how they would apply their skills to your specific challenges.

What if a candidate has great content creation skills but lacks analytical experience?

Consider the specific requirements of your role. If analytics is critical, they may not be the right fit unless they show strong learning potential. However, pairing a creative social media strategist with a marketing analytics team member can sometimes work well. Consider whether you need a specialist or generalist based on your team structure.

How should we evaluate a candidate coming from a different industry?

Focus on transferable skills and their understanding of audience engagement. Different industries use similar social media principles even if the content differs. Look for candidates who can articulate how they would adapt their approach to your industry and who show curiosity about your specific challenges.

What are red flags to watch for during the interview process?

Watch for vague answers about strategy or results, inability to explain why certain approaches worked or didn't work, resistance to analytics, poor knowledge of current platform features, or difficulty providing examples of adaptability. You can find more guidance in our article on what to know before interviewing candidates.