Post on 18-Oct-2014
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March 13, 2012 Your Social Media Job is Dead: Now What?
Ana Andjelic – Droga5 Sonny Gill – US Cellular Natalie Rodic Marsan - VaynerMedia Angeline Vuong - Huge
Sorry. I normally don’t sound like this.
It’s actually more like this…
#SXSMJOBS
@angelineasaurus @sonnygill
@andjelicaaa @rodicka
Why
we’re here.
+75% social media-related
job postings in 2011. #SXSMJOBS Source: Monster.com
Social Media
Managers Coordinators
Strategists Editors
Evangelists Directors
VPs
Developers Experts
Gurus
Ninjas
Mavens
etc…
But…
How much room is there
for specialization? And is it
sustainable?
#SXSMJOBS
Everyone was dying to have a
Flash guru. Now, interest is dying…
Source: Google Insights
Digital strategist. Planner.
Marketing analyst. Account
director. Communications
director. Marketing manager.
Product manager. Customer
insights manager.
User experience lead.
Content strategist.
#SXSMJOBS
2
years as OMMA’s
social media agency
of the year #SXSMJOBS
0
strategists with the
words “social media”
in their titles
Re-thinking
social media
as a profession.
#SXSMJOBS
Good digital professionals
develop amazing experiences
that meet brand objectives
and make customers happy.
That’s it.
#SXSMJOBS
So, is this industry really
obsolete?
Sonny. @sonnygill
Yes. (well, sort of…)
#SXSMJOBS
My social roots:
Digital Jack of all Trades
Social Media Career Development – Infancy > Working Knowledge > Adoption
Business acumen evolution – Understand internal functions – Bridge social & business
#SXSMJOBS
• Tactical
• Platform dependent
• Siloed in community management
Social career plateaus & pitfalls:
#SXSMJOBS
Depends on… Willingness to Evolve
Change in Organizational DNA – Culture – Innovation
Accepting Greater Responsibility – Business decision maker – Leadership – Governance
#SXSMJOBS
Ana. @andjelicaaa
Yes. (definitely)
#SXSMJOBS
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Focus on digital behaviors.!
Natalie. @rodicka
No. (simply evolving)
#SXSMJOBS
Social media is just an extension
of building community.
#SXSMJOBS
2 major aspects:
Campaigns are marketing.
Community management
is a lifetime.
#SXSMJOBS
• Strategists: What’s the point we’re trying to convey? What’s the right thing to do?
• Community Managers: Real-time interaction & analysis; amplification
• Analysts: Deeper analysis of efforts & how they tie back into business goals
• Supervisors / Directors: Someone who has deep experience in one of the other roles, a general knowledge of all the roles, can ensure it all happens, and ties back to business objectives
Some role specialization is necessary
(this isn’t unique to social media)
#SXSMJOBS
Community
Managers
Strategists
Analysts
Roles spread across organization
Becoming intelligence collectors
Work with all business units to help fuel product development
In short…
Your social media job may not
be dead (yet), but it must evolve.
Social media is a toolset.
Customer service, PR,
marketing and consumer
insights existed way before
Facebook brand pages,
sponsored tweets and
Pin It buttons.
#SMJOBS
Social media strategy is a myth.
It’s really about best
understanding
tactics & execution.
#SMJOBS
Social media strategy is a myth.
Specialization strategy is
valuable as technologies
emerge, but good social
strategists & managers
understand how to go beyond
the silo.
#SMJOBS
Accept greater responsibility.
As digital becomes inherently
social & businesses become
inherently digital, expertise on
digital behavior must also
adapt accordingly.
#SMJOBS
Resources.
#SXSMJOBS
http://bit.ly/sxsmjobs
#SXSMJOBS
Questions.
#SXSMJOBS
What will the career growth
opportunities be? Which roles
will go away? Which stay?
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What is the future of social media
within organizations? How will
these roles be structured?
#SMJOBS
How do people who have
social media jobs avoid
being pigeonholed?
#SMJOBS
What do you think will happen
to social media agencies?
#SMJOBS
What social media-related skills
will continue to be valuable to
employers?
#SMJOBS