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By Catherine Antonia Heder (More) • Last updated on October 07.01.2024, XNUMX • First published on 28.11.2013/XNUMX/XNUMX • So far 4389 readers, 1130 social media shares Likes & Reviews (5 / 5) • Read & write comments
Social media manager is much more than just a facebook-Push. But what does the job really look like and what discussions are there about it?
I've been writing about social media managers in various blogs for almost a year. To do this, I consider different aspects - from training to Further Training. Still, there's a reason voice to raise for Tacheles.
A lot of people think: social media manager – isn't that just posting pictures of cats all day long? No, because community management is serious business.
The Federal Association of Community Management (BVCM) eV recently presented a job profile for social media managers. In her accompanying text Vivian Plein, 2, formulates. Chair of the BVCM, a plea for the first systematic draft of the job profile Social Media Manager. What Companys should know about this and how to classify this initiative, I have below in a Quote summarized.
“... that it takes more than one intern to view the cat pictures on Facebook posts ... "
Before I take a closer look at the aim of the statement, I would like to tell a short anecdote: A few days ago someone posted a comment on Google Plus (yes, it still exists and it has active users) on a similar factual context. The user pointed out that Cat Content on Facebook Hasn't been posted for a long time - and anyone who claims such a thing is more likely to testify how long he has not been active there. You can stand by this statement as you like.
In fact, for me she is one of those who im Head stay because they are right. 'Cause I'm tired of fluff. At first nobody knew what this social media is, then reduced it People on Cat Content – and quality content that moves people and added value falls by the wayside. The only disadvantage is that these phrases are often spread in an inflationary manner and they find an audience. That doesn't make it any easier for companies to receive qualified advice on social software and social media - at least from the perspective of the providers, commonly known as myself.
In this respect, the step taken to standardize the professional image is a logical one. It is owed to the development of the profession and one must not underestimate this attempt.
Because that is urgently needed: In the last few days people have been surprised again and again when they hear about my working day. Many people speak of being connected to social media managers - in the best sense of the word - and are amazed when they hear about it. Is it really like that? Does social media have a time?
It should not be a question of when and to what extent social media takes place. During the day the users work and in the evening log in to their private accounts. Social media is - despite service agreements - a leisure time pleasure. No Executive will be happy to see how the Employees uniebook happily serving permanently.
Even social media managers - and that should come as a surprise - are passive users during working hours (by their standards). In that sense it is perfect clearthat when people are in the freeZEIT ONLINE are then also on the channels of customers most activity is.
This results in the logical conclusion that social media managers are also in demand. So it is not the question of whether there are working times. For social media managers the question must be asked differently: How is this working time to be paid paid and calculated?
I also got on best of HR - Berufebilder.de® has often described how my life looks like - and that first and foremost testified relatively dispassionately that social media means willingness to make sacrifices. Waiver of (free) time, a good one Organization of appointments and, above all, understanding in the immediate vicinity, for example Family and friends.
About that is – mine Opinions after – every enthusiast who has the Vocational Training to the SoMeMa goes through in the clear. If not, then please continue to adjust the training accordingly, as this is an important element in preparing for the job market.
But what does the white paper mentioned above say about this job description? First of all, it is exciting to see that the paper has attracted both those interested in the Job as well as companies. This has resulted in a universal guide that covers the field of activity of the social media manager. This integrates the requirement profile according to BVCM, which was already published in July 2012, into a larger framework.
For companies, this now means that they have a basis on which to base their job advertisements forms can. While one increasingly hears on the market that companies are looking for qualified personnel from cooperating partners, the BVCM sets a clear signal and helps to emancipate themselves. After all, there are reasons for everyone why qualified personnel is not retained - and only very rarely is it the lack of them Money or Tasks.
The exact list of skills can already be used in the advertisement to outline a clear framework: If an all-rounder is sought, the activities must also be presented accordingly with qualifications and skills. But that's not all, because the guide can also be used for job interviews checklist be reworked. The Federal Association of Community Management thus provides significant development aid on the market.
However, reading Vivian Plein's own target, I believe this activity is a little late. In another article I described that the backward integration of digital departments into the classic corporate structure is currently taking place. I was referring to the Global Head of Digital, Vincent chairs, by L'Oreal. If you continue this thought, you have to ask the question of whether and to what extent the social media manager needs to be developed and professionalized as an independent job profile.
In fact - as Vivian Plein writes in her plea - social media manager is the keyword for the digital transformation. He is the one who has to recognize, accompany and implement the digital transformation. It seems to me that names like Head of Digital are now far more widespread than those of Social Media Manager.
The professionalization of the job description should therefore be based on the market. An essential part of this is its fast pace. Professionalization can only mean one thing in this area: Specialization in customer choice. If you want to do social media now, you have to bring more than MS Office knowledge and your own facebookprofile.
Fionn Kientzler and Lena Gerhard postulated the reversal of algorithms towards humans via Marconomy. They designed the image of topic clusters instead of keywords. It is precisely this change that describes a fundamental reorientation of social media managers that should gradually be reflected in training and further education. Unfortunately, this is rarely the case, so that professionalization as required by the industry association can only progress slowly.
First of all the Respect of the authors: With great Sustainability and a significant amount of Commitment write and wrote all those involved in the present guide. It's the first of three to appear. I think it's good to finally be able to explain my tasks to customers using key facts. Furthermore, it seems to me almost indispensable to link these charts in the offer areas of social media agencies so that customers can get an idea of them.
At the same time, the efforts of the industry association testify to one thing in particular: there is still a lot to do - so let's get on with it! If you Ask or have any comments, I look forward to hearing from you.
So if you are surprised about our life and our everyday work with all the information on a wide variety of blogs, you have never thought about the job profile of social media. In any case, this is evidence of one thing: the lobbying work of the working people is far from progressing to the point that one can say that an arrival in the Everyday life is done.
Social media managers will probably always be beings between the worlds - inasmuch as there is no connection that concentrates the voice outwards. The aspirations of a professional association are not yet very effective. Even the activities of the individual are apparently not yet effective enough.
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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.
Yes, unfortunately, the job profile of the social media manager is still underestimated, but it is so important for communication in companies. But as long as managers still think that only cat pictures are exchanged, unfortunately nothing will change.
RT @HootsuiteDE: More than just cat pictures - the social media manager - Exciting contributionZrDyBWa9ZR via @berufebilder #Career - Exciting contributionyxdD8i ...
More than just cat pictures - the social media manager - Exciting contributionZrDyBWa9ZR via @berufebilder #Career - Exciting contributionyxdD8iGYHT
Berufsbild #SocialMediaManager: More than cat pictures - Exciting contributionCHf6sBerBJ (via @Beberufebilder)
... and at the same time detailed information on the #socialmedia manager career from the Federal Association of Community Management - Exciting contribution9WzQaqu5ZC
RT @MartinBludau: German language - difficult language or why some “social media managers” should try their spell check http ...
RT @HeinzBenjamin: Job profile social media manager: More than cat pictures - PROFESSIONAL PICTURES - Exciting contribution0Nfy1vv0Q4
A small addition to the sentence with the cat content, because I mean not only pictures of animals or babies (which are very much too much to be posted ..). For me, this term is generally synonymous with contributions of any kind that are designed to get clicks, likes and shares, but have no strategic relationship to the company's overall communication, or somehow contribute to it.
Furthermore, I agree with Lars - we have now established terminology here that is recognized. Let's work with it first. The discussion about whether the social media manager is needed at all has been going on for years. If you see the position as an isolated, hip free swimmer in the company, I don't even think that makes much sense personally. With the white paper, we also want to make it clear that the social media manager is not exactly that. It must function fully integrated as an interface to everything that communicates with the outside world and carry the topic “digital” into the entire company. Strategic, comprehensive, changing, mediating, neutral. We will need this position for a very long time, especially here in Germany. How you can call this role is secondary, but as I said, here we have a term that is well established, so let's get started with that!
Love woman torment,
Thanks for the supplement. This almost coincides with what I wrote: the title is subordinate.
Regarding your objection regarding cat content or clickbait: I can see a difference and I hope you can agree with me. Catcontent is a placeholder and buzzword that many people use to mark superfluous content. Clickbait, however, is a promise of content that is not kept. Regardless of how you want to designate this content, it is more likely (and therefore I find your statement not precise enough in this important context) that the training of SoMeMa has gaps that later lead to the described form of content in the job. Therefore - at least in my opinion - you have to tackle the problem from the root and not criticize the consequences and their effects. Here I see you and the industry association, whose activities I am following with the greatest interest, are obliged to work in this direction as well.
For the rest, I agree with you, with the exception of a further note: The case outlined or the quoted statements are not a discussion. They are Fakhres: Many companies integrate backwards. That is not meant to be judgmental, but there is a fact again. Whether you want to work with the term SoMeMa or not, was not considered in my post as a point of discussion. It was important for me to point out that not everything is set in stone and that your whitepaper portrays every business reality in all respects. But now I see that I should have become more precise there :-) Thank you for your reference.
I respect your work very much and I think it's good to be able to give customers a spectrum in the future, which leads my service from egg laying Wollmilchsau to sound statements that have a certain objectivity for customers. That's why I'm looking forward to more whitepapers today, and I'm curious to see if they maintain the high level of input.
Job profile social media manager: More than cat pictures - PROFESSIONAL PICTURES - Exciting contribution0Nfy1vv0Q4
RT @karista_de: The #SocialMedia #Manager job offers more than just cat pictures;)
- Exciting contributionXwP57Szwd7
@berufebilder
The profession of #SocialMedia #Managers offers more than just cat pictures;)
- Exciting contributionXwP57Szwd7
@berufebilder
RT @LVQ_Education: Berufsbild Social Media Manager: More than just cat pictures. - Exciting contributiong5kYRJ8sZN
Job Profile Social Media Manager: More than just cat pictures. - Exciting contributiong5kYRJ8sZN
CDO = Chief Digital Officer
This would be a suitable title for the strategists in the area of digital transformation of companies. However, probably more for the big company with C-level terminology.
Only the social media manager has established itself, so we just work with it for a few more years. I'm sure you know that SoMeMa should be set up quite differently today than it was five years ago. Strategic consulting in the company as a core task.
What BVCM's paper best shows, concepts of professional images in the field of digital transformation are already outdated when they are put to paper.
Thanks for the note, exciting topic.
By the way, I just quoted and linked the very nice interview on older workers in my new WIWO online column. Come then in a few weeks.
Hi Lars,
Thank you for sharing and your comment.
A loud YES to all points. More important than the term is in the end precisely what the one does in the end. Since it still makes me stomach pain, companies in job advertisements find unclear formulations, which seldom help them to find suitable staff.
In addition, the qualification qua further education often shows gaps in later activities. Still my favorite example: the identification of target groups in SoMe strategies.
LG
Job description social media manager: More than cat pictures Oh what !!! - - Exciting contributionfl2WgB5w2I
RT @Berufebilder: Job profile social media manager: More than cat pictures - - Exciting contribution0HqE0hTKzT
Job Profile Social Media Manager | More than cat pictures - Exciting contributionZtGtWDuWY9 #SMM
Social Media Manager / in: professionalisation of the professional image HT @ bvcm - Exciting contributionKhlXSJVs8h ...
Social Mesia Manager: Professionalization of professional image HT @ bvcm - Exciting contributionKhlXSJVs8h
Job profile social media manager: More than cat pictures: The Federal Association of Community Management ... - Exciting contributionuopyHj6Chl #Profile #Development
German language - difficult language or why some “social media managers” should try their spell check - Exciting contributionmeQvgOfy6D
Job description social media manager: More than just cats - Berufebilder.de (Blog) - Exciting contributionjPppPsjwf0 #SocialMedia
Job description social media manager: More than just cats - Berufebilder.de (Blog): Profession ... - Exciting contributionlKY3ZdyEHk (via @imedialounge)
#socialmedia job description social media manager: More than cat pictures - Berufebilder.de (Blog) - Exciting contributiona6ABsDWo5P
RT @Berufebilder: Job profile social media manager: More than cat pictures - - Exciting contribution0HqE0hTKzT
RT @Business_Video_: Job profile social media manager: More than cat pictures: The Federal Association of Community Management (B ... - Exciting contributionM25RR ...
Professional profile social media manager: More than cat pictures: The Federal Association of Community Management (B ... - Exciting contributionM25RR0fWkF #socialmedia
Job description social media manager: More than just cats - Berufebilder.de (Blog) - Exciting contribution7QiD8PcZtA
RT @Berufebilder: Job profile social media manager: More than cat pictures - - Exciting contribution0HqE0hTKzT
Social Media Manager: More than ... via BERUFEBILDER - Exciting contributionUz0yW1KTAy
[...] However, the focus is mostly on the question of the right training. We recently had a heated discussion here on the blog. So far, I have seldom read discussions that also take everyday life into account. [...]
The boundaries between professional and private life are blurring with the social media, as well as with the community manager and only a few companies have managed to honor this fact so far. As far as I agree absolutely.
However, since 2008 there is already a professional association for these two professions, the Federal Association for Community Management, Digital Communication and Social Media (http://www.bvcm.org). Among other things, we have set ourselves the goal of strengthening the job profiles for the next term of the Executive Board, and thus also to increase our understanding of the need for adapted working time models. I hope that we see a change here in the next few years.
Hi Vivian,
First of all, thank you for your quick feedback. I myself already commented on Romy Mlinzk via XING that this fact could of course be taken into account. However, I think that the tenor - the voice of SoMeMas is too weak - with this reference would only lead to the question of why that is the case and whether the work is not good.
But since I know about the efforts and also appreciate your initiative very much, I felt this was unfair. That is why I also formulated “the lobbying work is far from being as advanced” - it depends on that, perhaps. In the first step, all the laudable contributions, for example by Christine Heller, are put together so that a gathering point is created.
Regards
Thanks for the hint, we will spread that!
Social media manager and free time ...
The current discussion about the job profile Social Media Manager: Not just a "nice" hobby!
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