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Word of Mouth/Social Media Job Descriptions

A client asked me for a sample job description for a person to be in charge of their word of mouth efforts.  I posted the request on Twitter and got great suggestions from the community, as usual.

The best one came from Todd Defren:

  1. A person who blogs or understands blogging and participates in social networks and online communities, has an understanding of web TV, podcasting, wikis and social bookmarking sites, and can translate that knowledge in to recommendations for the Company.  The experienced individual should understand the importance of ongoing monitoring and response speed in social networks. 
  2. A person who is comfortable teaching social media to others. (Some internal evangelizing will be required.)    
  3. A person who enjoys engaging in conversations, both on-line and off. 
  4. An excellent writer. 
  5. An independent thinker and task master. 
  6. An insistence on honesty, transparency and integrity. 
  7. A quick thinker and witty conversationalist/writer. 
  8. The ideal candidate should have a LinkedIn profile, a Twitter account, a Facebook page, and should have his or her own blog already. 
  9. The candidate would be expected to create a private Content Calendar so that s/he has material to talk about based on the Company’s announcement schedules.  Of course, s/he can blog about lighter topics along the way.  The candidate should have the authority to conduct written or video interviews w/ execs and/or the occasional guest blog post.  S/he should have companywide authority to track down anyone at any level to get answers that have been posed outside the Company. 
  10. The candidate should be focused on content creation,  but s/he will also work w/ the PR Team and PR Agency to develop overall communications strategies and rapid response plans. 
  11. Recommended reading: on Twitter, the candidate should start following @Comcast_cares, @RichardatDell, @Zappos, @JetBlue, and @Southwest.  The candidate should also subscribe via RSS to Jeremiah Owyang’s Web-Strategy blog as well as other PR and marketing-oriented blogs found in the AdAge Power150.

Other great examples:

Please add your links and ideas in the comments! 

(Thanks to Twitter friends @TDefren, @kenburbary, @JasonFalls, @coffeecupkat and everyone I forgot)

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  1. Jeremy June 26, 2008 at 8:52 am #

    I love this, but I’d add metrics. It’s one thing to say you have these things, but where’s the evidence?
    In the week before an interview, it’s difficult to manufacture a LinkedIn profile w/greater than 500 connections, or a Twitter account with a respectable number of people following you; 1000 blog posts over 2 years, 200 subscribers (or whatever).
    At least the criteria made me feel accomplished.

  2. Charlie June 26, 2008 at 9:02 am #

    Andy – great post! Actually reminds me of this one that I just came across the other day. Ironically, it’s about another Chicago startup trying to hire for this same type of position:

  3. Nick S. June 26, 2008 at 3:52 pm #

    Andy, nice post. I realize #8 is a “candidate should have” type of category, but I’d like to ask a question: Is it a bad thing if a person doesn’t have a Facebook page and a blog already? As far as I understand, the person being hired is trying to advertise and generate WOM buzz for the company, not for himself. Why would their personal Facebook page or blog matter? As a person who does not have a Facebook page because I just don’t want everybody to know every last detail of my life, I don’t see why it would matter that the candidate already has a Facebook page or a blog. I’m curious as to why it would be a benefit. As long as the candidate understands how Facebook and blogs work, I don’t see the benefit.

  4. Nick S. June 26, 2008 at 3:59 pm #

    As for Jeremy’s comment, I’m also confused…why does it matter how many people someone is “LinkedIn” to? To me, that’s like competing for the most “friends” in Facebook. Anybody can write a blog. Anybody can try to get the most amount of contacts on LinkedIn. Does that really help WOM or social marketing? There are a lot more customers out there who AREN’T your friends that you should be targeting, right?

  5. Paul Chaney June 26, 2008 at 4:46 pm #

    While I appreciate Todd’s definition it’s very oriented toward tactics and tools. What about strategy? Shouldn’t there be a requirement that this person understand the “why” as well as the “how?”

  6. Todd Defren June 30, 2008 at 11:56 am #

    Paul, I hear ya, but would suggest that the right candidate – having already proven that they “get” the need for engagement, through their own, personal efforts – will likely be in the position of knowing better than their employer WHY their new job is impt. ;)

  7. John Porcaro: ListenUp July 2, 2008 at 7:24 pm #

    Wanna Job Doing Social Media? Do You Measure Up?

    Andy Sernovitz posted a job description for someone expected to do social networking for a corporation. How do you measure up? He asked for suggestions on Twitter, and posted a response from Todd Defren: A person who blogs or understands

  8. John Porcaro July 2, 2008 at 7:27 pm #

    I’d add a good on-camera spokesperson who will resonate with your core customer (or at least the target of the content you create). You won’t see me in too many of our videos on our Xbox blog because I’m a 45-year-old–not exactly someone that an audience of 14-28 year olds would identify as a “gamer.” :)

  9. Jeremiah Owyang July 3, 2008 at 11:16 am #

    I actually did a Forrester report on this, details here
    How to Staff for Social Computing

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