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By Catherine Antonia Heder (More) • Last updated on October 26.04.2023, XNUMX • First published on 08.05.2013/XNUMX/XNUMX • So far 8497 readers, 1994 social media shares Likes & Reviews (5 / 5) • Read & write comments
Many things have already been said on the question of the social media manager. So far, however, this discussion has always been reduced to one circumstance: the question of his Vocational Training. What about specialization?
The type and quality of the training has been discussed so far, as well as the question of the professionalism of some providers. At their core, many social media managers have a relatively broad portfolio. But now it's about them Tasks and activities as part of a possible specialization.
A specialization in the narrower sense cannot or could not take place so far, since the main requirement was to customers to advise holistically. However, the complexity of the platforms and the different orientations show in many case studies that the mere knowledge and daily use is not for a professional Implementation unt. Projects is sufficient.
The example of a competition only recently showed that good advice can often become very expensive when guidelines from social networks be disregarded.
In the present example, Romy Mlinzk has a very good elaboration of the problem including the Perspektive made by the training company. In essence, it shows that it does not necessarily depend on the quality of the training whether someone in his Job doing good or bad work. The consequence of such examples can only be that one specializes.
However, this does not mean ignoring the other platforms, but rather getting involved in the networks that are particularly important to you and in Combination give a good overall picture, get more involved and advise customers mainly in this segment.
It is questionable, however, whether it is, for example, wise to focus only in image and video networks.
For the customer - and this is about no less - this procedure has the advantage that he can rely on the provider, since he has the Expertise can assume in all areas and this one increase the credibility of the whole Industry includes.
This opens up new perspectives for the many social media managers, as specialization can have different effects and thus new business potentials arise.
The quality of work performance continues to rise, however, since the concentration on certain tasks allows the more effective use of available resources: For example, who previously facebook, Twitter and Google+, maybe had less time to worry about developments on Twitter.
Not to mention using things like Vine. If Google is gone now, because there is not the core competence, then this opens up further possibilities in the intensity of the care of the other channels.
Many companies still don't understand that social media has no business hours. In this respect, depending on the channel to be managed, it is not uncommon for inquiries or interactions to take place outside of working hours.
In the case of urgent matters, for example after 18 p.m., it is not necessarily advisable to wait until 10 a.m. the following morning to reply. In this respect, a specialization also creates resources for such things Problems to be able to tackle.
The real drawback lies with companies whose financial resources are barely sufficient to employ a social media manager. Because these can hardly keep up with the ongoing professionalization.
As in classic advertising, there will be a change of course: if you don't have the means to keep up, you have to live with the fact that you have a latent Risks buys.
In addition, the actual added value - the value chain of the Company - Lost when looking after (too) many channels: The dialogue with the customer, involvement in developments and campaigns to increase reach and Communication are often tried to push artificially with competitions.
However, not always takes the Customer part who has been using the product for years, but many People feel are prompted to participate simply by winning.
In order for the quality of customer dialogue and interaction with the company to increase again, it is important that resources remain manageable. Essentially, the job of the social media manager is as a mediator between companies and customers.
However, the many requirements that the platform has plagued him in the past have taken the time to deal intensively with the contributions and make full use of the value added.
If one summarizes all these arguments, then one thing becomes clear: The professionalization of the Social Media Manager does not depend on his education, but rather on the question of dealing with the learned.
An economist is also more likely to focus on e.g Marketing employed as in his profession as an economist. Social media managers must finally take this step.
If you raise the discussions about training quality to this level, then it becomes apparent fastthat many are simply overwhelmed with keeping themselves equally up to date, resulting in mistakes that are detrimental to all parties.
This step takes Courage, because it goes hand in hand with a clear commitment that cannot be taken for granted: the commitment not to want to be able to do everything, but to be particularly strong in the areas that suit you. This isn't for everyone, but do we all want to wait until too many mistakes have happened and the industry's reputation is gone?
Hardly likely.
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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.
It is a pity that there are so many anonymous discussions on blogs these days - it would make more sense to discuss with real names.
[...] “Nobody can do everything” I have explained in detail why the social media industry has to specialize - namely because, as in every other area, experts [...]
Good article. I also believe that no one can be prepared for all aspects of social media management. This is not only a question of knowledge, but also a question of inclination. The communicator is not always the best strategist and the monitoring specialist may have no interests in posting and writing blog articles.
However, I still see the need for SMEs to be well-established with a broad but rather flattering knowledge. For in fact, these are usually rather with a responsible social media handle.
I am not questioning that a broad set-up would be better for SMEs. However, as we always notice in the consultation, this is mainly a financial / resource problem. What solution do you propose specifically?
Dear Fr. Janson,
If there was a solution, then I would immediately have them protected by copyright ;-) There are different ways that lead to the goal. At the moment, this discussion must first be initiated in order to obtain a common intersection of interests and possibilities on the basis of which the development of solutions seems possible at all.
If I consider all these things for myself, then I have to honestly say: YES, a renunciation of Facebook does not mean that I can no longer advise on this, but only that I advise customers more transparently and also not shy away from risks and dangers.
At the heart of my article and my criticism is currently the observation that too many people flow into the profession, which are differently trained, but at the same time however in no network really have the necessary depth, there from the beginning to give customers comprehensive advice.
Yes, many things are only learned through practice, but which newcomer deals with the big 4 networks (Facebook, Twitter, XING and G +) in depth that he is really able to take responsibility for the entire marketing?
Therefore, my appeal now is to leave the discussion on training qualities and to hire the companies for experts, because this will also new entrants forced to specialization, which is expected to be a cleanup of the market and at the same time a higher value of the work.
BG
Broadly educated social media managers who, in addition to their training, should always have a professional experience in marketing and / or corporate strategy, can do the operational handling for SMEs in my opinion. It would be good if such SMEs were competent social media consultants who are always up-to-date, especially in the legal context. We ourselves do so, and I know a lot of companies, which also handle it so. Competence inside plus support from the outside.
In that case, further training of an already competent employee as a social media manager may be useful for an SME, eg with an IHK degree.
Good evening to the second,
it is not just the question of what people learn in the training, but also about what else they know, for example, current changes. Do you know how to educate and educate oneself?
Your idea is right, but this raises the question for me again, if the support should not be specialized nevertheless.
BG
Dear Mr. Hahn,
nice that you have got used to my long comments meanwhile ;-) In principle, you bring more arguments that support my theses. Today, G + also raised the issue of how to do it and what small businesses can afford.
From my point of view, however, you have to ask the question the other way around: How many warnings and what amount of warning fees can a small company cope with? How do you put the value of a blocked or deleted fanpage on Facebook because of abuse? How do you quantify the work that is behind it to a) rebuild this site or b) in cooperation with Facebook to release again?
In my opinion, it pays off in the case in question to think about whether to go down other marketing measures or just to take care of less demanding platforms. Of course, not all are on Tumblr, just to give an example, but there are some exciting projects there (eg Vodafail). There, the maintenance intensity is lower, the chance to make mistakes manageable and the investment can also be throttled.
A specialization can also be to help companies consciously do without - and you can do that, for example, by specializing in pure strategy, etc.
In that sense: YES it is necessary and YES we all have to do something now, before the industry is banished, but for this we would have to be open to everyone for this discussion and already it fails with many.
Good evening! Not a problem - I was delighted with the detailed answer! By the way: I'm a So-Me-Manager in the early stages - I only got my IHK license in April.
So my B2B specialization is still too far - thanks for the hint! I also have exactly this fear that I should now learn and master all the channels in detail at the same time - hardly possible.
And if I have a lot of “bad luck”, I also acquire a customer who then expects me to master all the depths in all platforms and to be able to serve them on a daily basis. That can only go wrong then ..: o /
Wish good holiday evening!
Greetings from Ddrf.
Michael Grippekoven
Hello Mister. Grippekoven,
yes, I understand your situation perfectly, because that's what happened to me. In fact, I believe that many customers - depending on the clientele - have this expectation because they don't even know what social media means and what they actually want and / or need.
uniebook is often a synonym for social media and that has to be questioned, e.g. why would you like Facebook get active or what goals do you want to achieve? From this, further points can be derived that can and should be viewed critically. In any case, it is only then that you really understand the customer and his needs. You can then approach that and develop solutions.
In fact, the platform does not come first anyway and if I can explain to my clients what they are looking for and why they can opt for or against a possibility, I help you a lot more than selling my 08 / 15 concept B2B ,
Social media is primarily communication and which has two sides: operators and users. There is no hierarchy, but the conversation takes place on the same level. Whoever has understood this and can realize it will understand why there is no way to pass the specialization.
BG
Great discussion. Then Frau Heder hit another nerve!
HAllo Mrs Heder,
I like to join him. My fear is also the following:
Some SMEs will only decide in the management: “We now have to go to Facebook or something - it won't work without it soon ”. Then the youngest member of the GL is selected as the person responsible and a part of the marketing budget is “squeezed”. In the case of larger companies, a SoMe manager is then employed, and in the case of smaller companies, an agency is on the lookout.
All without having asked yourself what specific goals you are pursuing - I agree with you.
Michael Grippekoven
Good evening Hr. Grippekoven,
unfortunately again in the evening after a long day only found time to answer you: I am all the more pleased about the resulting discussion. Thank you first for your contributions.
In fact, it is from my point of view part of our task to clarify the goal first. However, many companies have specialized only on the implementation, we post for them or we set up a specialized company. But you have not really achieved much in the end.
Here I see currently also the lever or the need with companies: Meanwhile, almost all have arrived in the social web, but the few really deserve money or gain customers or have added value thereby. You are in the process of being there.
My job - and I think that's how we all define ourselves - I see more in the clarification of claims and possibilities, so that the entrepreneur, as the boss, knows that it won't be another fuzzy marketing thing that nobody understands anyway, but rather a comprehensible, transparent concept for communication is created.
Unfortunately, that is not self-evident.
BG
Good evening Hr. Grippekoven,
I am sorry that I will contact you now, but I was traveling today.
On your question: In principle, I am currently bothered by the discussion about forms of training. I have already blogged here a dozen times and wrote contributions to unt. Aspects in my own blog. In fact, it's no longer about the question of what is being learned, but rather about the fact that the requirements in the individual networks increase daily and become unmanageable for a single person.
It has long since ceased to be a matter of simply filling the channels, but rather of meaningful use in the context of strategic marketing or strategic communication within a company. This has in fact changed the expectations of the participants in further training - and this should be taken into account.
That is why I consider it a sensible next step if you allow yourself “gaps” and instead position yourself optimally through specialization. Nobody has to be an all-rounder and most importantly nobody should harm the industry by damaging customers through ignorance.
If you take this risk, you should consider whether he drowned driving or one-way streets also gladly times against the direction of travel used. If you do not take this risk personally, you should ask why it exposes customers to this risk.
I still consider the specialization in B2B, for example, too big, since the requirements are not necessarily limited by the entirety of the portals - and that's exactly what my criticism is aimed at.
Is it clearer for you?
BG
EBen, I understood it to mean, for example. as a social media agency can only specialize in B2B, FastMovingConsumerGoods or other B2C. On the other hand, SoMeManager in the company can concentrate on the 2 - 3 target group-relevant channels. THAT is of course to find out ..
Hello Mr. Grippenkoven,
I think both companies and agencies should specialize in the channels on which your target groups or those of the customer are located. This is with the finding of the channels relevant to the target group, I am quite right to you, obviously the biggest problem, I experience again and again when I lectures or counseling.
Exactly - the insight is there. The only thing missing is dividing the tasks among several heads. No problem for the big AGs. But we have a dilemma with SMEs ...
This is, of course, a question of money. On the other hand, the SMEs are also often specialized in certain areas, perhaps one should also select the social media marketing measures by target group.
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