If their answer is to get as many likes and shares as possible, it may be time to politely end the interview. The path from likes to conversions is more like A to K than A to B, so they should be able to explain what that path looks like for different platforms. For most companies, conversions are always the goal.

The candidate should also be able to help you define success on a strategic and tactical level in order to support your larger marketing and business goals.