Social Media Career Guide: What You Can Do And Where You Can Do It.

Demand for employees with social media skills has increased with many new possibilities. A McKinley Marketing Partners survey found the top in-demand skill is digital marketing including social media and the COVID-19 pandemic has increased social spending. The CMO Survey reports as a percent of marketing budget social media increased from 13% to 23% and that increase will remain over the next year.

Social Media Jobs Are Growing
Photo by Clem Onojeghuo on Unsplash

Social media has gone from one person’s side job to full-time and specialized positions within companies and in marketing communications firms. Below is a guide to help you consider the different roles that may match your interest and skills and work environment you prefer.

Social Media Strategy Jobs

Social media strategists plan a social media strategy, ensuring it connects to larger objectives and integrates marketing, advertising, and public relations. Strategists utilize tools like social media audits to improve social media content and measure performance to report results to management. Social media marketing managers are more action oriented with creating and executing social media strategy for overall brand presence and specific campaigns. At larger organizations people under them help with implementation and day-to-day tasks. At smaller organizations social media managers may also implement the strategy they manage.

Social Media Engagement Jobs

Some roles are more on the front lines of social media. Social media community managers foster social media communities built around a brand. They monitor and respond to conversations across social media platforms or are assigned to specific social networks. Social media coordinators plan, implement, and monitor a brand’s social media strategy working with content creators, internal departments, and external partners to measure and improve performance. Social media specialists focus on implementation of social media strategy, writing copy for social posts, scheduling social content, and tracking KPIs while staying up to date on the latest trends.

Social Media Content Creation Jobs

Other social media roles are focused on creating social content. Social media copywriters plan, create, and analyze channel-specific brand social media written content, build content calendars, write brand guidelines, and find internal and external sources for content. Social media graphic designers create and maintain visual brand assets and find and create appropriate images and graphics for various social media channels. Social media video specialist capture, edit, and produce videos for brand assets and specific social media channels.

Social Media Specialists Jobs

Some social media roles are oriented toward more specialized areas. Influencer relations managers identify, build, and manage relationships with celebrity, macro, and micro influencers to create and share brand social media content. Social media analysts focus on social media measurement developing systems, processes, and reporting to gather and analyze social metrics to make better decisions and optimize strategies, tactics, and content. A journalist social media content developer uses journalism skills to promote news brands or create news-style content for corporate brands in social media.

Besides specific social media roles, there are various types of organizations within which social media professionals can work. The CMO Survey reports that three-fourths of social media activities are performed inside a company and one-fourth performed by outside agencies. What are the options for outside agencies?

Marketing Communications Firms

Many marketers and brand managers hire outside communications firms to create and execute their integrated marketing communications campaigns. Some firms have changed over the years to call themselves integrated marketing communications agencies. Yet, they traditionally have come from companies focused on advertising and public relations. Both disciplines and agencies have increased their social media services over the years and thus require social media specialists.

Advertising agencies are hired by marketers to create, produce, and manage paid commercial messages through TV, outdoor, ratio, print, digital, and social marketing to promote products and services. Ad agencies can be hired to produce a single ad campaign or may be agency of record for a brand, providing multiple integrated services in an ongoing relationship. As a brand partner they provide strategy, implementation, and measurement. Today, any position in an advertising agency is required to have digital and social media knowledge and there are many specific social media positions.

Public relations agencies are hired by marketers to create, produce, and manage unpaid messages to the public through media to change public actions by influencing opinions. PR agencies often provide services to their clients such as strategy development, messaging, media relations, content marketing, social media marketing, event planning, crisis communication, and influencer relations. Today, social media is seen as the number one skill required for public relations new hires.

Specialized Agencies

In 2019 digital media ad spending surpassed traditional media for the first time. With digital representing 54% of all US ad spending the growth in digital marketing specialized agencies as followed suit. There are digital marketing agencies that include social media services and social media agencies that focus on social media strategy and implementation.

Digital marketing agencies are hired by marketers to create, produce, and manage brands through digital media including website, mobile, and digital ads to promote products and services. Digital agencies often focus on services such as website design and development, apps, search engine optimization, search and display advertising, social media and email marketing, content creation, online lead generation, plus mobile apps and campaigns. With the increase in social media spending digital agencies are increasing their social media services and hiring more social media specific roles.

Social media agencies are hired by marketers to create, produce, and manage the presence of a brand through social media channels such as social networks, messaging apps, blogs and forums, podcasts, ratings, and reviews. Social media agencies focus on social media strategy, content creation, community management, paid social advertising, influencer engagement, social listening, measurement and monitoring, promotions, and crisis management. They have grown into significant companies with many employees in physical offices or through virtual collaboration.

Social Media Self Employment

There is also a growing option where social media professionals work for themselves. Social media freelancers provide the services of specific social media roles on a project or campaign rather than as a full-time employee. This could also be called a social media solopreneur. A solopreneur is an entrepreneur who runs a business without full-time employees. This often means working virtually from home with more flexibility in your schedule.

Companies or Organizations

Many social media positions today are hired in-house at the company or organization, working directly in or with the marketing department. The marketing department in an organization promotes the business and drives sales of products and services. This could be a separate social media role or within an in-house marketing communications department. A social media professional at a company could also be housed in the corporate communications department which manages a company’s reputation and develops communications plans with stakeholders.

Some companies create a separate social media department that works with other departments including marketing, communications, sales, customer service, and human resources to plan and implement cross-discipline social media strategies. Finally, journalists could be hired for social media content developer roles for news organizations.

The great opportunity with social media positions within companies or organizations is to marry your social media skills with your passion for another field. Perhaps you love sports. You could look for social media jobs at sports teams, leagues, college athletic departments, or e-sports brands. Or perhaps you are into fashion. You could look for social media positions at fashion brands or fashion retailers. No matter your interest, from cars and tech to health and nonprofit causes, brands in that field need social media professionals.

Which position and type of organization are you best suited for?

To get better idea of specific responsibilities and opportunities search job databases for “social media” and read the listings. Find your dream job and have the skills? Apply! Still need some skills? Find an undergraduate or graduate program that teaches them, read social media books, consider Social Media And Digital Marketing Certifications, and Create A Social Media Plan For Your Personal Brand. If you are the company trying to attract employees consider Employer Branding In Social Media.

Consider This A Sign: Now Is The Time To Create A Social Media Plan For Your Personal Brand.

So much of our life is impacted by our online presence today that many are managing their careers by treating themselves as a brand. Personal branding is marketing yourself and your career like a product.

Personal branding incorporates many disciplines: Marketing to create your brand, advertising to promote yourself, and public relations for reputation management and press coverage. Not a once and done project, personal branding is an ongoing process of establishing a desired image to obtain career opportunities.

Like it or not, you have an online personal brand. You might as well be intentional about managing it and invest time in a plan.

What signs are you sending when people search you on social media? Do you have a social media plan for your personal brand? What signs are you sending on social media? Do you have a social media plan for your personal brand?

 

What signs are you sending?

A Career Builder survey found 70% of employers use social media to research job candidates and 54% have decided not to hire a candidate based on their social media. Not managing your personal social media can keep you from advancing in the hiring process.

On the other hand, 57% of employers say they’re less likely to interview you if they find no information about you online. Not having any social media presence or trying to keep it all private can negatively impact your career job prospects as well.

Other research says that 91% of employers today use social media to hire talent. If you don’t participate you may be missing exciting opportunities. You can’t find your dream job if you’re not looking in the right place. With these stats in mind perhaps it is time to create or revisit your personal brand and manage it through a social media plan.

The good news is that if you know how to market a business you know how to market yourself. With some tweaking the same strategies that work for forming social media plans for organizations and corporations can be applied to your own personal brand.

How to develop a social media plan for your personal brand:

  1. Identify your personal brand objective. What is that dream job, position, or service opportunity you are ultimately seeking? List specific titles and/or companies/organizations.
  2. Define your target audience. Who would be the decision maker to put you in that position? Develop a “buyer persona” for the hiring manager.
  3. Perform a personal situation analysis. Conduct a social media audit of your personal social media channels. Summarize results in a SWOT graphic or matrix.
  4. Formulate your personal brand message. Identify what you want the hiring managers to think. What messages will get them there? Establish a brand voice and set focused topic guidelines to direct your posts.
  5. Identify key social media platforms. What social channels do you need to deliver the right message to the right people? What needs to change in your current social media platforms and which do you need to add?
  6. List key skills employers are seeking. Search job descriptions and ads. Emphasize those skills with keyword optimization of your social media content, profiles, and digital résumés. In direct messages add personalized insights about the company or person.
  7. Become a lifelong learner. Are you missing any important skills? Find courses, certifications, full degrees or certificates to learn those those skills and earn signal sending qualifications. Then add those degrees/badges to your social profiles.

Don’t forget the value of live connections.

Finally, keep your online personal brand, but also don’t underestimate the importance of in-person connections. Seek out professional networking opportunities and attend all you can – even when many have become virtual. That live, face-to-face connection is still important and nothing is better for relationship building.

Those conversations that occur in the hallways between sessions and in chat boxes make a difference. Since the pandemic 71% of employers are rapidly expanding their digital recruiting capabilities adding information sessions, video panels and one-on-one video sessions.

Personal connections are remembered when new opportunities arise. Whether it’s a professional conference, industry trade show or career fair, invest time building in-person relationships that can be cultivated online through social media.If you haven’t been intentional about your social media personal brand get started today.

Are you ready to search for social media jobs?

For more insights see my Social Media Career Guide: What You Can Do and Where You Can Do It and guide to Create A Social Media Plan For Your Personal Brand.