The risk of a trend career and its impact
Having become aware of some discussions on the topic, I will take a closer look at the job description of the social media manager. Is it really “just” about using social networks or is there something more to the term social media manager? Who the current tendencies of Companies would like to assess the job description of the social media manager, it is difficult to bring different developments to a common denominator.
On the one hand, more and more digital specialists are emerging for even the smallest of tasks. On the other hand, many well-known names pour into companies and permanent positions. So where are the many social media managers heading? When I did my first post for Best of HR – Berufebilder.de® wrote, I referred to the inflationary number of social media managers who are being fired from various further training courses in batches. In the past year, a large part of my contributions dealt with the differentiation of the job description and the specialization as an expert. These are now receiving attention because the job description is currently changing. It's time to act:
The end of digitization is the return to the state before
Vincent Stuhlen, Global Head of Digital at L'Oreal, said in an interview with CMO that there are two developments that are conditional. On the one hand, he is quoted, data and its strategic evaluation and use require new experts who are familiar with it. On the other hand, he sees a backward integration: digital experts become part of classic corporate areas.
If you take this idea further, it will mark an end point of digitization that many experts have not seen in recent years. Accordingly, the corporate structure would continue to exist. The integration of experts for digital processes in these structures would bring the associated knowledge into the departments. The advantages of social business are thus reduced to the use of social software. The dream of flexible work forces would have burst - from the point of view of idealists in the new working world.
What will remain of the idea of the digital enterprise
If you continue this thought, the first signs of such a development can already be seen. Many social media managers, who were considered pioneers in specialist circles, are giving up their independence to work in companies. There they take on responsibility for digitization, which is essentially characterized by the explanation of online and the derivation of strategies for companies to respond to. A radical rethink in the sense of a break with existing structures has not yet arrived in Germany.
At the same time, the integration of digital knowledge into existing business processes also means that the economy starts with a new way of thinking. The backward integration of expertise into existing departments can be seen as an opportunity for change on its own. For example, one of the biggest problems facing corporations is that measures taken so far to implement a digital strategy are only supported by part of the staff. The merger of thought leaders and avoiders could trigger a significant boost in innovation. In fact - and this is shown by many conjunctive portrayals - this seems to be the pious hope of the social media manager.
Content is not equal to content
The social media manager is responsible for the content and use of the various company appearances: Whether at Facebook, on the blog or on Google Plus, the social media manager is the company's first point of contact. In order for the first impression to succeed, it is important to offer content that appeals to the target group.
Social media is nothing more than a digital business card and it needs appropriate content in addition to information about the company: Whether it is about an introduction of the employees or a competition or facts about the company is not decisive. It is important that the company's communication strategy is also applied there.
Further training is different and occupations are the same
Anyone who now thinks that a further education qualifies him or herself to deal with these complex fields of activity, is said to be the most knowledge gained from practical activity. In this respect, it does not help to show a certificate, which shows a degree as Social Media Manager.
Whether references can solve this problem can also be questioned: In the core, only the work on a project can not be read by a reference, but the content competence for certain areas of activity can be read.
Anyone who thinks about whether social media can really do anybody and whether this is a simple job has to admit to themselves that one thing should be clear on the basis of the tasks and fields of activity outlined: Everyone can not do that. It takes a lot of experience and tact to manage a social media channel wisely and seemingly easy.
At the core, you ultimately grow in practice and your own mistakes. In this respect, you should start your own project as a part of the training: this may not have to be an own company appearance, but a loving hobby or interest. The advantage of this is that one always speaks of the same perspective - and who says that this does not even lead to a job?
In the end, a change of mindset remains for the social media managers:
- Specialize yourself! This can only be the active debate with apps and data this year. It is about acquiring strategic skills that go beyond pure social media management.
- Be prepared! Change requires a certain openness to the things that change itself. Therefore, a certain amount of waiting and patience is indispensable for the working social networks.
- Away from the computer - to life! The Internet offers a whole range of ideas possibilities. The fewest social media managers have tried to strategically capture the market in recent years. A first step towards this can be a visit to newly opened shops in order to meet their needs first hand. Making is the new online.
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