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By Catherine Antonia Heder (More) • Last updated on October 18.12.2023, XNUMX • First published on 05.11.2013/XNUMX/XNUMX • So far 7765 readers, 1806 social media shares Likes & Reviews (5 / 5) • Read & write comments
Digitization is finding its way into companies and with it new job descriptions around the topic of digital Communication. What role and Tasks do these job descriptions take over in companies?
Having become aware of some discussions on the subject, I will look at the job profile of the Digital Take a closer look at Communication Managers. Is it really "only" about using social networks or is there something more behind the name of the Digital Communication Manager? Anyone who wants to assess the current trends in companies regarding the job profile of digital communication managers will find it difficult to bring different developments down 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 digital communication managers heading? When I did my first post for Best of HR – Berufebilder.de® wrote, I referred to the inflationary number of digital communication managers who are being dismissed in batches from various training courses. In the past year, a large part of my contributions dealt with the differentiation of the job description and the specialization as an expert. Get these now awareness , because the job description is changing. It's time to act:
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 thought further, it presages 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 Background into the departments. The benefits of the social Business are reduced to the use of social software. The dream of flexible Work Forces would be - from the point of view of idealists of the new Working world - burst.
If you continue this thought, the first signs of such a development can already be seen. Many Digital Communication Managers, who were regarded as pioneers in professional circles, are giving up their self-employment to work in companies. There they assume responsibility for digitization, which is essentially reflected in the declaration of Online and the derivation of strategies for companies to react to it. A radical rethinking 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 start with a new way of thinking. The back integration of the expertise in existing departments can be seen as an opportunity for change from within. So one of the biggest problems of corporations is that hitherto made Measures for Implementation a digital one Strategy only from a part of the Employees will be carried. Bringing forward thinkers and avoiders together could trigger a significant boost in innovation. In fact - and this is shown by the representation with many subjunctive moods - this seems to remain the pious hope of the Digital Communication Manager.
The Digital Communication Manager is responsible for the content and use of the various company appearances: Whether at Facebook, in the blog or on Google Plus, the Digital Communication Manager is the first point of contact for the Company. In order for the first impression to succeed, it is important to offer content that appeals to the target group.
Digital communication 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.
Who now thinks that he is a Further Training I qualify to devote myself to these complex fields of activity, it should be said that most of the knowledge is acquired through practical work. In this respect, it is of little help to show a certificate that proves a degree as a digital communication manager.
Whether references this Problem can also be doubted: In essence, only working on a reference can do Projects However, the content-related responsibility for certain areas of activity cannot be read.
Anyone who thinks about whether digital communication can really be used by everyone and whether this is a simple activity must admit to oneself that one thing, based on the outlined tasks and fields of activity clear should be: Anyone can not. It takes a lot of experience and instinct to manage a digital communication channel cleverly and apparently simply.
Ultimately, you grow through practice and your own mistakes. In this respect, one should accompany the Vocational Training are already starting their own project: This may not have to be with your own company appearance, but can be a hobby or interest you have grown fond of. The advantage of this: You always speak from the same Perspektive – and who says that this doesn’t even result in a job?
In the end, all that remains for the Digital Communication Manager to do is rethink:
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Katharina Heder is a digital media manager and consultant. After studying German, Heder trained as a new media manager with a focus on sports and completed a degree in business administration with a specialization in online communication. She advises companies on strategic communication in social networks as an expression of part to understand one's own business model. At the same time, she uses social media strategies to develop new business models. Katharina is interested in the subject of training and further education for social media managers when she is not following various sports. You can also find more articles from her on the SocialMedia blog. Her portfolio can also be found on Torial. More information at frauheder.de All texts by Katharina Antonia Heder.
[...] was once again heavily disputed about the job description of the social media manager: First I wrote about it here in the blog. Then you have BERUFEBILDER. DE - author Johannes Lenz emphasizes the importance of enthusiasm [...]
RT @SimoneJanson: Social media can everyone? Exciting discusion. #SocialMediaManager
Everyone can do social media? Exciting discussion about #SocialMediaManager between @danielsonfly & @ handball2Null
Dear Mrs. Heder,
Thank you again for your quick response. I am pleased about your so decided to respond to my comment.
It is always such a thing with terms, especially when a very complex variety of interpretations is hidden behind them - such as the concept of willingness to learn.
My considerations were aimed at showing a willingness to get involved in new manners that result from the very specific combination of this (compared to our evolutionary development) very new communication medium with archetypal behavioral patterns. I find that much more comprehensive than observing your own community. This is where the tremendous speed of message transmission meets with an actually intangible “resonance” amount (who is actually reading everything?) And even less tangible moods.
Manners are then a branch that grows out of this constellation with enormous explosive power (we have all already experienced what Twitter storms can trigger) - and thus of course part of communication.
The decency seems to me to be an important factor here: the decency, for example, not to hide behind fake profiles in order to gain advantages for yourself. The decency to set keywords that really have to do with the matter, the decency to avoid electronic "post-pushing", for example crosslinks appropriately, in order to set more than the pure ranking sake.
That's what I meant by this strange amalgamation of technique and decency that produces a new intelligence. In the meantime, search engines are increasingly registering “cunning”, even reacting a little “over”, for example, when posts with identical words placed several times are identified as robots, even if they are not.
Here I am learning really incessantly, since I have ventured into the world of blogs, forums, high-speed news channels :-) And since I have been editorial editor for almost half a year now the blog http://leadership-in-change.de.
What the “social” actually means in social media can certainly be discussed excellently. Basically, it's really quite simple that the social-interpersonal component comes into play here. For me it also means the entire environment, of which I have just named some components, as I understand them
Yes, and the demarcation between benefits and advertising goes m. E. deeply into the entire self-image of a self-expression - the electronic platform is really only the "sound carrier" here. What of what I have to communicate (be it as an individual, as a company, etc.) is of benefit to the other in the broadest sense? Isn't there, in the deepest, almost atavistic, understanding of each showing a kind of advertising for yourself, your thoughts, your possible concerns etc .. ???
Greetings to you, Katharina Daniels
Dear Ms. Daniels,
thank you also for your great response. I just want to say one thing or two.
1. You write yourself that practice leads you to learn. That was exactly the main point in my article: An apprenticeship alone is not enough. It is the daily, recurring - if not to say permanent - routine that keeps us plunging into new shallows. As of today I know what Gzip is and why my blog doesn't have that or it doesn't even work - these learning experiences, which require a willingness to learn, always take us into new worlds - for me that of SEO.
Ironically, I am actively and observing others that these are not even burdened with setbacks and frustration, but seemingly learning is much easier.
2. To be honest, I still miss the decency of the internet in some people. I see social networks as a concentration of the most diverse communities, which (can) overlap. In this respect, there is also an (unwanted / unplanned) exclusion of the “others”, own norms, values and behavior patterns. If I move in the company of my closest friends, one would certainly hear one or the other statement from me that I would not place in everyday professional life.
That's why I'm currently thinking about the interpretation of social in social media: If you look in the Duden, there are three approaches, which, however, emphasize different aspects. In my eyes - based on the current state of knowledge - the social is a shortening of what was actually meant: communication / exchange. It's about friends, it's about people and it's about conversations - that's how I look at things right now. In this respect, I think that it's about more than just decency - understanding social media means for me to merge technical functionalities with human characteristics supplemented by informal rules. A big undertaking in which something always goes wrong.
Best Regards
Dear Mrs. Heder,
we are getting closer to each other in great strides. As a result, I have the impression that we are very close in terms of views and insights, etc. Interesting now at the example of our little exchange here berufebilder.de I find once again the so diverse, indeed countless, current thresholds in communication.
A slightly different weighting, a thought in a different context, a slightly different term connotation - and the flow of communication branches off a bit - or branches off.
A communication scientist who really impressed me, Franco Rest from the University of Dortmund, is doing research specifically on communication and its cultural and historical roots. Communication is derived from the Latin communicare - from doing something together (communis) to discussing - but there is probably also the word component “moenia” in it, entrenchments, walls: By exchanging ideas, we ensure that we belong together behind the protective walls that we put up to protect ourselves from potential adversaries. When one form of communication (no matter how minor the differences) meets another, it is hardly surprising that there are often translation difficulties even in a common mother tongue.
And then we extrapolate the whole thing to the communication universe on the net ...... the challenges are practically growing at a rate that overtakes itself, and what we call social media today may be assessed completely differently tomorrow, who knows?
With cordial greetings (and maybe our meeting will continue sometimes) Katharina Daniels
Berufsbild #SocialMedia Manager: Social Media can anybody !? via @SimoneJanson
In the end, the success of social media management is also a question of empathy (which is interesting for the potential recipient of a message?), The flexibility (adapt the viewpoints to the needs) and the willingness to learn (which rules and the self-growing laws out?). The technique itself is no more and no less than the pure hand tool.
Especially in terms of willingness to learn or Newly growing laws seem to me to “give birth” to the whole virtual world in a kind of emergent process (a new property develops out of the middle), whose parents feel decency (how do we deal with each other?) and technology are.
I find it fascinating how new manners are established on the Internet, when crosslinks are a real benefit, or the suspicion of pure advertising, in which form content is used several times, etc.
Dear Ms. Daniels,
thank you first for your interesting thoughts which I would like to answer:
It was first and foremost important for me to work out that references and certificates can not replace the practice or, without concrete practice with self-responsibility, are not really helpful for the decision about the occupation of a position.
In this respect, I agree with your statement of the tool social media basically. I would however just understand the point of learning willingness differently: Learning-willing in the sense of constant further education, a functioning monitoring in the daily noise and the exchange with colleagues appear to me on this point more important than the observing attention of the own community, which I understand rather empathy.
Furthermore, I find it a little hard to limit social media to the new laws and evolving forms of dealing. I understand social media as communication and, as in any other conversation, they form rules and patterns through the exchange. At the same time, I see less the feeling for decency than in the foreground. In fact, it seems to me as if the question of what this social in social media is at all is still unanswered.
At the same time, one should actively pursue and take into account these situations (empathy). I find the point of utility and advertising very interesting: I've been thinking about it several times, but I have not seen any regularity. Do you have an idea?
BG
“Experience and fingertip feeling” RT “@simonejanson Job description Social Media Manager: Everyone can do social media !? "
RT @SimoneJanson: Job Profile Social Media Manager: Social Media Anyone Can !?
RT @SimoneJanson: Job Profile Social Media Manager: Social Media Anyone Can !?
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