Your Social Media Job is Evolving: 4 Experts Weigh In
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Our panel at SXSWi 2012 | Angeline Vuong (Sr Strategist, Huge), Ana Andjelic (Digital Strategist, Droga5), Sonny Gill (Social Media Mgr, U.S. Cellular), Natalie Rodic Marsan (Account Supervisor, VaynerMedia). http://schedule.sxsw.com/2012/events/event_IAP8530
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Your Social Media Job is Evolving: 4 Experts Weigh In
- 1. 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
- 2. #SXSMJOBS
- 3. @angelineasaurus @sonnygill @andjelicaaa @rodicka
- 5. +75% social media-related job postings in 2011. Source: Monster.com #SXSMJOBS
- 7. Social Media Managers Coordinators Strategists Editors Evangelists Directors VPs Developers Experts Gurus Ninjas Mavens etc…
- 8. But… How much room is there for specialization? And is it sustainable?
- 10. Everyone was dying to have a Flash guru. Now, interest is dying… Source: Google Insights #SXSMJOBS
- 11. Digital strategist. Planner. Marketing analyst. Account director. Communications director. Marketing manager. Product manager. Customer insights manager. User experience lead. Content strategist. #SXSMJOBS
- 12. 2 years as OMMA’s 0 strategists with the social media agency words “social media” of the year in their titles #SXSMJOBS
- 14. Re-thinking social media as a profession.
- 15. Good marketers & communicators develop amazing experiences that meet brand objectives and make customers happy. That’s it. #SXSMJOBS
- 16. #SXSMJOBS
- 17. Social spans many departments in companies with mature programs. Research Customer & Support Analytics Social Media Team Marketing Product & Development Comm. #SXSMJOBS
- 18. So, is this industry really obsolete?
- 20. Yes. (well, sort of…) #SXSMJOBS
- 21. 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
- 22. Social career plateaus & pitfalls: • Tactical • Platform dependent • Siloed in community management #SXSMJOBS
- 24. Depends on… Willingness to Evolve Change in Organizational DNA – Culture – Innovation Accepting Greater Responsibility – Business decision maker – Leadership – Governance #SXSMJOBS
- 26. Yes. (definitely) #SXSMJOBS
- 27. #SXSMJOBS
- 28. #SXSMJOBS
- 29. #SXSMJOBS
- 30. #SXSMJOBS
- 31. #SXSMJOBS
- 32. #SXSMJOBS
- 34. No. (simply evolving) #SXSMJOBS
- 35. #SXSMJOBS
- 36. Social media is just an extension of building community. #SXSMJOBS
- 37. 2 major aspects: Campaigns are marketing. Community management is a lifetime. #SXSMJOBS
- 38. Some role specialization is necessary (this isn’t unique to social media) • 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 • The Generalist / Manager: Someone who knows how to manage all of the above and ensure they ladder back to overarching business objectives #SXSMJOBS
- 39. Evolution: Community Roles spread across organization Managers Becoming Strategists intelligence collectors Work with all business Analysts units to help fuel product development
- 40. In short…
- 41. Your social media job must evolve. • Social media is a toolset. Customer service, PR / communications, marketing and consumer insights existed way before Facebook brand pages, sponsored tweets and Pin It buttons. • “Social media strategy” is a myth. Specialization is focused on tactics & execution. But good social strategists & managers understand how to go beyond the silo. • Accept greater responsibility. As digital becomes inherently social & businesses become inherently digital, expertise on digital behavior must also adapt accordingly.
- 42. Questions. #SXSMJOBS
- 43. Resources. #SXSMJOBS
- 46. What will the career growth opportunities be? Which roles will go away? Which stay? #SMJOBS
- 47. What is the future of social media within organizations? How will these roles be structured? #SMJOBS
- 48. How do people who have social media jobs avoid being pigeonholed? #SMJOBS
- 49. What do you think will happen to social media agencies? #SMJOBS
- 50. What social media-related skills will continue to be valuable to employers? #SMJOBS