The discussion about the status of social media - a discussion between arrival and a new beginning - shows one thing above all: recently everyone seems to be able to use this social media. Sometimes one wonders whether an online journalist or PR Adviser doesn't want to be a social media manager too.

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Expectations of the profession

In fact, in many professions that involve Communication have to do, the use of social media is now expected. However, this should not be confused with the fact that the social media manager is completely different Tasks hat.

If the journalist takes care of the supply of current information on his subject area, the PR consultant places his content optimally for the customers as part of a communication strategy, the social media manager is even more.

The role and role of the social media manager

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In addition to positioning and creating content, which ones you might be most familiar with Term of the editorial, the social media manager is concerned with analyzing the content for the interest of the audience. Even this could be subsumed under editorial.

In fact, community management - in contrast to the placement of content - means more: social media managers are responsible for the content, the community in the sense of activity and exchange as well as for the evaluation of the placed content.

The first contact for digital affairs

They are just an interface between community, PR and Marketing. The social media manager is no more - but also no less - than the company's first point of contact in digital matters. It is now finally time to understand this job profile as such.

Many Company still do not have the concrete use of new technologies - and that is possible via Facebook, Twitter and Co. - got it. This requires experts who can only come from social media management. +

New career opportunities offer prospects

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Social media managers have not reinvented themselves. The job description, those who work as social media managers, and companies that are looking for qualified staff, ensure that the existing framework is increasingly filled with content.

This creates new job profiles, new career opportunities and the opportunity to focus more than ever on the topics in which you are interested. This is exactly where the career potential for online users lies: It's a good year for change.

Differentiation of the subject areas necessary

A PR consultant will provide content for the area of ​​social collaboration draw up can, but it's not its job to enable users using sophisticated Methods to care.

At the same time, however, this also means a differentiation of the specialist area of ​​social media managers: relate qualifications and further training almost exclusively on Facebook and Co, so will the need for the next 2 years clear more in the area of ​​social collaboration against the background of user activation and Change management processes.

Many People took the initiative at the beginning of the year and opted for a Further Training or a career in the field of social media. There are also trends this year that you absolutely have to see in the Eye should keep:

  1. Differentiation of professional images: Social media is changing steadily. At the same time, the discussion about tasks and activities takes a new form. Professions such as the Chief Digital Officer (CDO) are just as big as the Big Data Analyst.
  2. What is behind it? Behind this are tasks that are directly related to social media. However, these are no longer reduced to the use of social networks. The CDO is the point of contact for all questions about digitization in the company: whether it is about internal or external social networks, new workflows or the removal of reservations is irrelevant.
  3. You are what you can: While companies in 2014 still have vague job titles, they are increasingly aware of who they are looking for and which job profiles they need.
  4. What is 2015 about? This is why, even more than in the previous year, the focus is on our own strengths - and the strategic expansion of these. It is no longer an option to be familiar with the usual social media tools. Applicants should be well versed in the landscape of common tools such as dashboards, monitoring tools and the like.
  5. Content and Nontent: Also 2015 is important to be on the pulse of time and to know the target group. While a very complex process for analysis of the fans and followers had to be done a year ago, there are now a whole series of tools that make this easier.
  6. What does that mean? This also means that content is no longer a coincidence. The metrics using the content will be identifiable. This means that virality is by no means a random product. It can be planned to some extent by accurate analysis.


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