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Social Media Marketer Interview
Questions

25 Questions and Answers by Ryan Brown

Question 1 of 25

Are you a designer/photographer?

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Social Media Marketer Interview Questions

  1. 1.

    Are you a designer/photographer?

      Social media is a very visual platform, and visual assets are key to social media success. The capability to select stock photos and edit them appropriately for social media will be a key responsibility of the role. Basic photography and Photoshop skills will put you a cut above the rest.

      Ryan's Answer

      "No, but I have experience with Photoshop and a few other design tools. I feel confident in my ability to create a basic ad when necessary. I do feel confident when it comes to any resizing of images, cropping, or touch up effects that will be needed."

  2. 2.

    How would you take advantage of a news story related to our brand?

      Newsjacking is capitalizing on media coverage or social trends. In this role, the social media marketer acts in a public relations capacity to earn reach for free. If you're capable of showing a clear vision for connecting directly with journalists through social media, you can catapult your brand's reach.

      Ryan's Answer

      "Tactfully injecting yourself into a conversation about the news usually starts with being a trusted voice in the discussion. If our brand is relevant to the news story, we can contribute honestly without it coming across as a marketing gimmick."

  3. 3.

    Describe your process for performing a competitive analysis on social media.

      Your strategic analysis of the wider competitive media landscape is important to making sure you differentiate yourself. Talk about how you identify competitors, what you'd look for on their pages, and how you'd respond to it.

      Ryan's Answer

      "I start by identifying potential competitors by looking at our own fans and followers and determining who else they follow. If I see the same name a few times, I investigate that competitor in greater detail. If they're posting content similar to ours, I can be fairly sure they're a competitor. I want to keep an eye on competitor posts for ideas of what's performing for their audience."

  4. 4.

    What’s your background in analytics or statistics?

      Social media marketing is a data-driven role. Being able to report on data like reach, engagement, and conversion rate is crucial for the role, but some conversion rate optimization experience is expected. Conducting experiments on individual advertisements or posts can show immediate value and ROI, which is immensely valuable on platforms that are not traditionally ROI-driven. The stronger your background in analytics, the better you'll be at setting and meeting goals.

      Ryan's Answer

      "Most of my past roles in marketing departments included some level of analytics. I keep close track of reach and engagement metrics and produce monthly reports of results."

  5. 5.

    Have you done video editing/production before?

      Nearly all successful social media marketers use video regularly as a part of their campaigns. With the astronomical growth of platforms like TikTok and Instagram, the ability for a social media marketer to create and produce videos appropriate for the platforms is a crucial skill. It's a huge boon if you can star in the videos.

      Ryan's Answer

      "I've shot some videos with my phone and edited them. Sometimes I stream myself playing games with friends on Twitch on the weekends."

  6. 6.

    How would you handle a heated discussion between two customers on social media?

      Anybody who's worked in social media has dealt with toxicity in chat. Moderating a discussion without angering either customer is a critical inflection point in social media that is notoriously hard to handle. It's your responsibility to tactfully represent the brand, even during controversy.

      Ryan's Answer

      "In my experience, most heated discussions will fizzle on their own without the brand getting involved. In fact, it's often better not to take sides. Only comments that violate our rules/terms of service need to be actively handled."

  7. 7.

    What’s your background with SEO?

      While these two disciplines aren't usually considered together, social content typically ranks high on Google. In addition, all social media platforms have a Search functionality which can bring extra reach to posts optimized for search terms.

      Ryan's Answer

      "I've written SEO blogs for companies before. I have a good understanding of how search engines work."

  8. 8.

    Do you have any questions for me?

      Here's your chance to investigate the role further. Some key questions that you might want to ask include who you'll be reporting the results of your social media efforts to: is it directly to a business owner or to a supervisor in the Marketing Department? It might also help to understand how they're managing their existing social media presence, and which parts of that effort you'll be responsible for.

      Ryan's Answer

      "What's the job title of my direct supervisor? What kind of content are you producing now, and where do you see your brand voice headed in the future? What are some things you like and dislike about your existing social media presence?"

  9. 9.

    Could you give an example of a post on Facebook that, while it might be very effective, might be against the Terms of Service?

      Social media companies have started cracking down harder and harder on brands who use their platforms for commerce. Questions like this aim to understand whether or not you're familiar with the rules for posting on each platform. Stumbling on this question could be a red flag, since no brand wants to end up in Facebook Jail.

      Ryan's Answer

      "Images on Facebook are analyzed algorithmically for the amount of text embedded into the image, and the rules say you can't go over 20% of an image composed of text in promotional images. While we might want to caption our images or share a block of text in a photo instead of posting it as a caption to the image, we have to be careful to stay under that 20% rule by sequestering the text to the bottom-quadrant of the image."

  10. 10.

    What performance indicators should we watch to indicate an ROI on social media?

      ROI on social media is difficult to measure, since so many of the metrics offered by the networks in their analytics don't necessarily translate into revenue. Show that you understand the innate difficulty in tracking an ROI from social media, and offer solutions. Keep in mind that you might be asked to implement tracking for the performance indicators you mention here.

      Ryan's Answer

      "I like to treat post engagements as 'microconversions,' which are often indicative of a user who is more likely to purchase our products in the future. If we keep a close eye on the engagement level of our social media profiles, we should see an uptick in sales, even if it's not possible to directly attribute that uptick to social. Of course, ads typically have a conversion action attached to them, so those are direct performance indicators."

  11. 11.

    Which tools or platforms do you use in social media marketing?

      With the meteoric rise of social media in the last twenty years also came a meteoric number of options for social media management. There are more options here than anyone could learn in a lifetime, so you shouldn't feel like you have to know them all. It may just be that the client is asking for a preference so they can purchase them or to see if you've used tools in the same category as the ones they have.

      Ryan's Answer

      "I like FollowerWonk and Moz for managing social media profiles."

  12. 12.

    What would be the best ad unit to promote a collection of related products on Facebook?

      Technical questions like this aim to determine how deep your understanding is of the available platform features. Even if you don't know the name of the ad unit - they change often - you can describe it. For instance, I'd be fine with an interviewee saying 'there's a catalog-style ad unit that has a scroll bar on it and shows a product shot, headline, and price for multiple products.'

      Ryan's Answer

      "That'd be a Facebook Shopping campaign, formerly known as a Dynamic Product Ad."

  13. 13.

    Describe some differences between Facebook, Twitter, LinkedIn, and Instagram.

      Answering this question correctly will show you can think like a marketer, rather than a user. Focus on the typical use case of each network, their respective audiences, and explain how you'd manage each network differently. If you want to prepare an answer for a question like this before you enter into the interview, note that the interviewer probably won't ask about networks that they don't use, so research the brand and see where they're active.

      Ryan's Answer

      "Facebook is ultimately a small-community platform. There are so many pages and groups, and the algorithm shows content similar to what the user interacts with, so it's really about starting and maintaining an active interest group. Twitter, on the other hand, is more topical and news-relevant. Both of these platforms target a wide demographic of users compared to LinkedIn, which targets job seekers, and Instagram, which targets a significantly younger demographic. Instagram differs from the other three platforms most significantly, since it's heavily reliant on a user selecting their influencers."

  14. 14.

    What’s the best way to get noticed by influencers?

      Influencers have a symbiotic relationship with brands. As marketers, we're constantly creating content so that they'll have content to share. Navigating the relationship between influencers and brands is a key component of effective social media marketing, so show that you understand how they think.

      Ryan's Answer

      "First, I like to identify influencers we hope to target so that I can research what sorts of content they share. Then, I try to produce great, relevant content to them."

  15. 15.

    Do you present yourself professionally, but with personality, across a keyboard?

      A social media marketer is the public face of the brand on social media. One of the things an interviewer will be researching during the interview is whether you can convey your personality professionally. In many cases, they'll snoop your social media profiles to see what sort of things you post. Red flags, like excessive partying, poor grammar, or drama, could be disqualifying, so keep your social media profile squeaky clean.

      Ryan's Answer

      "Absolutely! Want to check out my existing social media profiles?"

  16. 16.

    How have you encouraged community participation in a discussion in the past?

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  17. 17.

    Have you worked in customer service before?

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  18. 18.

    How far in advance do you typically plan and create content on social media?

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  19. 19.

    How do you organize upcoming content?

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  20. 20.

    Have you worked in sales before?

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  21. 21.

    Have you built a content calendar before?

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  22. 22.

    Have you used scheduling applications like HootSuite or TweetDeck?

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  23. 23.

    Which social media platforms are you personally active on?

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  24. 24.

    What’s your experience in content/copywriting?

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  25. 25.

    Have you worked with Pay Per Click marketing before?

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