Must-ask questions for social media hiring

Over 4.9 billion people use social media every day. So, platforms like Instagram, Twitter, and LinkedIn are key for brands to grow and keep people engaged. It's no longer enough to just "be online"—your brand needs someone who knows how to make the most of these channels.

If you’re in charge of social media hiring, finding the right person for the job is essential. Hiring the wrong person can drain your time, waste resources, and potentially harm your brand’s reputation.

Many companies don't get how crucial social media is, or they expect way too much from their social media teams. It's pretty normal to give social media duties to interns or folks who already have a ton on their plates.

The solution? Hire a dedicated pro. But don’t stop there—set them up for success by giving them the tools and autonomy they need.

So, what should you be asking during interviews? Here’s a guide to help you nail down the right social media manager interview questions.

Know what you’re hiring for

Before diving into interviews, it’s important to get clear on what the role actually is. Are you hiring someone to manage social media marketing strategies? Or maybe you need someone who can churn out great content or analyze data trends? The clearer you are on this, the better your interview will go.

But be careful not to load too many responsibilities onto your new hire. Expecting one person to manage everything—from content creation to deep-dive analytics—is a fast track to burnout. Set realistic goals and make sure they have enough time and direction to thrive.

The core skills you should be looking for

Every great social media pro brings a mix of creativity and strategy to the table. Here are a few areas to focus on as you develop your interview questions for social media manager candidates:

• Strategic thinking: Can they see the bigger picture beyond just day-to-day tasks?
• Creativity: Can they produce content that’s fresh, engaging, and unique to your audience?
• Analytics know-how: Do they understand the numbers and know how to adjust strategies based on metrics?
• Communication: Can they communicate your brand’s message clearly across different platforms?

And don’t forget, the best results often come when you give your social media manager the freedom to be creative. Too many approval layers can stifle great ideas.

Must-ask questions for a social media manager interview

Here are some specific questions to dig into during the interview:

• "Can you tell me about a social media project you worked on from beginning to end?"
  This helps you see how they planned, created, and checked how well their social media post or campaign worked.
• "Which social media platform do you like using the most, and why?"
  This lets you know which platform they’re really good at and why they think it’s important.
• "How do you handle running more than one social media account at the same time?"
  If your brand has multiple accounts, this shows how they keep everything organized and make sure the posts are still good.
• "Tell me about a time you had to change your social media plan. What happened, and what did you do?"
  This helps you learn if they can quickly change things when something new happens or when they see a problem.
• "Has there ever been a social media post that didn’t go the way you wanted? What did you do?"
  This shows how they fix things if a post doesn’t turn out well, and how they stay calm when there’s trouble.
• "Do you have any experience with social media ads?"
  This helps you know if they understand how to use ads to get more people to see your posts, and if they know how to see if the ads worked.
• "How do you keep up with changes in social media?"
  This shows if they stay up-to-date with new things happening on social media and if they adjust their posts when needed.
• "Have you worked with other teams to create social media posts? How did you make sure everyone agreed on what to do?"
  This shows if they work well with other people in your company, like designers or marketing people, to make sure everyone is on the same page.
• "Can you tell me about a time your social media work helped the company?"
  This helps you see if their posts did something good, like getting more people to buy, visit the website, or know about the brand.
• "What kind of social media content do you like making the most?"
  This lets you know what kind of posts they enjoy making and if it fits with the kind of content you want for your brand.

4. Strategy-focused questions

• "How do you build a social media strategy?"
  A good answer links social media goals with big business goals. It should also talk about knowing your audience, making a plan, and keeping track of how well you’re doing.
• "What’s a social media campaign you’re proud of? What were the results?"
  You’re looking for hard numbers—follower growth, engagement rates, or conversions—that show their work made a real impact.

5. Content creation questions

• "How do you tailor content for different platforms?"
  Great candidates will understand that what works on LinkedIn might flop on TikTok. They should have a strong grasp of the unique vibes of each platform.
• "How do you keep up with social media trends and algorithm changes?"
  You want someone who stays current with the latest trends and isn’t afraid to adjust their approach as needed.

6. KPI questions

• "What metrics do you track to measure social media success?"
  Look for KPIs like engagement rates, impressions, reach, and conversions—and make sure they can tie these to your overall goals.
• "Give me an example of when data led you to change your social media strategy."
  Their answer will show how adaptable they are and how well they use data to drive decision-making.

7. Crisis management questions

• "How would you handle negative feedback or a social media crisis?"
  Social media crises can happen to any brand. You want someone who can keep calm, communicate clearly, and turn a bad situation around.

Hire for growth

The best social media managers are constantly learning and adapting. They don’t just post content—they analyze, experiment, and evolve with the changing landscape. And if you want them to succeed, you need to give them the budget and creative freedom to take risks and innovate.

Key takeaways for social media hiring

• Define the role: Be clear about whether you need a strategist, content creator, or data analyst—or all three.
• Evaluate core skills: Focus on strategy, creativity, analytics, and communication.
• Ask the right questions: Use these social media marketing interview questions to dive into their experience, approach, and problem-solving skills.
• Value flexibility: Look for someone who embraces change and has a passion for staying on top of trends. Give them the resources and freedom they need to succeed.

Related resources

• Video interview questions
• Competency-based interview questions
• How to review a resume