For a business to be successful, it is obvious that it has to stay ahead of its competitors all the time and for that, a brand requires a social media manager who is innovative and ahead of its contemporaries, i.e., the crowd.  The interviewer wants to know how you would stand out from the rest and you need to come up with certain strategies for that. To know those strategies, you need to constantly observe your competitors and come up with creative ideas on top of them. These creative ideas may include taking inspiration from someone outside your business domain, talking to social media influencers and learning from their journey, and even taking suggestions from your audience from time to time about what they want to see from you. Although there is no perfect answer to this question and it varies per person.