To me it is more like a case of political hatred than deficiency of relevant skill. Marketing of any brand, be it political or consumer, is all about catch phrases. If we consider 'IK" as political brand then digital outreach to set a social trend on digital/social media for the brand might use same techniques that are used for a commercial consumer brand.
I think interviewee should have given a more practical example than telling about his responsibility. I can only say that ability to realize ability is very important for a guy who is interviewing a candidate.