Social Media as a Career Path
As social media becomes ubiquitous, companies have realized these networks provide an instant and direct connection to both potential and existing customers. The result is a slew of new career roles to manage online initiatives. Once assumed to fall under the umbrella of technology, in reality these hot jobs require an understanding of social technology and communications principles. A common assumption about this field is that numbers talk – that having 1,000 Facebook friends or 500 Twitter followers qualifies you as a social media expert. If it were only that simple! A primary qualification is the ability to show how a company can connect with its peers and customers using the right mix of social web tools. You have to know when and how to connect the (digital) dots.
What attributes does one need for a career in this rapidly growing industry? A unique mix of PR and marketing experience is required. More importantly, you must have an appetite to keep up with a medium that constantly changes its rules. As communications is the backbone of any social media campaign, strong writing skills are essential. Knowing how to modify a company’s message for each social platform and audience is also key. A tweet can read like a line of HTML code – and that’s okay if you’re reaching out to a technology reporter. But if you’re tweeting details of a honeymoon getaway on behalf of a travel company, use a language that particular audience will be able to understand.
Equally, if a brand receives negative comments, an experienced social media consultant will know how to engage those taking an interest in the brand. If approached effectively, a negative situation can be flipped to showcase the brand in a better light. Knowing when to admit a mistake, ask for feedback and respond to negative comments – not just positive ones – will position you and therefore your brand as an innovator and leader. After all, it’s often how we deal with an issue that counts, rather than the issue itself.
New social media positions are popping up on recruiting websites on what seems like a daily basis. Some of the more creative titles associated with this career path include web communications manager, content curator, social content strategist and digital media specialist. At Peak, we have a social media director, an online community manager (that’s me) and a social web coordinator, which spearhead web PR efforts for clients.
From research and multi-messaging to scanning hundreds of blog headlines, posts and tweets – all at the same time – the social media professional has a full plate. But if you have what it takes, it’s a fast-paced and fascinating career. Companies involved in social media today can shape an entirely new form of business etiquette, which is an exciting prospect. That, combined with the dynamic nature of this new medium, is why I have chosen a career in social media.
