Approximately 73% of Fortune 500 companies have a Twitter account; 66% have Facebook Pages. However, many of these organizations lack experienced personnel to truly unleash the power of social media. According to a survey by Harvard Business Review of 2,100 companies, only 12% of those utilizing media feel they use it effectively.
Further, online job postings requiring social media skills have gone up 87% from 2011-2012; there is now demand for proven social media professionals. This is great news for all of my Social Media grad students! This leads me to believe that not only are employers accepting social, it is now a requirement for business (a notion many of have been shouting from the rooftops). Along with this comes the need for employees who can accomplish social strategies for businesses.
Many believe that social media is simply having an active Facebook profile or Twitter feed. I assure you it is not, there is a method behind the madness!
These are not necessarily individual skill sets but cover a broad spectrum of skills that if used together, make the individual more proficient and marketable.
View this check-list and assess which you have conquered and which you can improve:
- At a minimum, you should have an active Twitter account and LinkedIn account designed around your personal brand. Similarly, you should know what a hashtag is, why we use it, and how not to use or overuse it!
- Do you know the logic behind utilizing social? Here’s a hint: Engagement. This is a broad answer, but if you have been following this blog, you should know that the common theme is “engagement” with external and internal stakeholders.
- Accept and embrace the importance of listening before you speak (via social) and having a social plan/strategy before jumping on the social media roller coaster.
- The social media professional must be open to trying new things and possess the flexibility to make changes as needed.
- Commit yourself to reading constantly about social media and measurement; searching aggressively for the latest trends and best practices. This is a must to keep you current in this ever-changing social landscape.
- You must be religious about social media monitoring for customer service opportunities and initiate conversations on behalf of the customer. Social media allows brands to actively monitor conversations and arrive at resolutions more quickly than ever before.
- Keeping in touch with the customer service is key because they are client-facing. Consider setting up customer service software to collaborate with that team in a more organized way.
- You must embrace connecting with consumers directly. These deeper connections can lead to higher-level interactions, including advocacy and loyalty.
- Analyze social media actions and reports on a monthly basis to uncover successes. This also gives you the potential to identify new opportunities you may be overlooking.
- Timely and relevant content for any social platform is very important. Similarly, content must tailored and optimized for a particular platform and intended audience.
- You must identify and understand your business-related goals. All content on your blog, Facebook page, Twitter profile, YouTube channel, etc., has to support your business-related goals. If you work for an ecommerce brand, explore social media commerce opportunities, especially Instagram Shopping and TikTok shop seller options.
- As a social media professional, you must have the patience to go the distance. Social strategies are not short-term. Long-term goals with specific objectives must be identified first, followed by specific tactics in place.
- Importance of integrating traditional with social strategy. This is often easier said than done and involves a lot of time, people, and patience.
- Do you have some knowledge of SEO best practices? Many students give little attention to this facet of the courses thinking it is more of an IT job duty. Knowing the how and why of SEO can be a huge help to your career and your brand.
- You must have a solid understanding that as a social media professional, you must collaborate with various other departments (including but not limited to sales, IT, legal, HR, and R&D) to share, innovate, and improve business.
- Do you know who the top influencers are in your sector? Your competitors? Industry-specific trends? You should be able to find them using various social techniques and feel confident in the data you are collecting.
Conclusion: The Social Media Imperative
The statistics speak for themselves: social media is no longer an optional marketing tactic, but an essential part of any modern business strategy. Companies are rapidly recognizing the need for savvy social media professionals who can help them navigate this dynamic landscape.
For those who might still see social media as simply posting on Facebook or Twitter, think again! True social media mastery requires a multi-faceted skillset. My social media MBA courses are designed to cultivate these skills, empowering students with the strategic thinking, analytical mindset, and technical expertise to excel in this field.
The competencies outlined above provide a robust roadmap for both aspiring and seasoned social media professionals. By developing these skills, you’ll gain the ability to:
- Build a compelling personal brand: Position yourself as a social media thought leader.
- Drive meaningful engagement: Foster authentic connections with your audience.
- Develop and execute effective social strategies: Align your social media efforts with overall business goals.
- Adapt and innovate in an ever-changing landscape: Stay ahead of the latest trends and technologies.
- Measure and analyze your results: Demonstrate the ROI of your social media initiatives.
- Integrate social media with traditional marketing: Create a seamless, holistic customer experience.
- Collaborate effectively across departments: Break down silos and drive cross-functional success.
The demand for skilled social media professionals is only going to grow. By investing in your education and continuously honing your abilities, you’ll position yourself at the forefront of this exciting and rewarding field.
