Wow. A friend (thanks, Ron) sent me today his collection of social media job descriptions that are popping up across the web as more and more companies jump on board the hype train.
Needless to say, many of them are underwhelming. Alarming at worst, eliciting a sigh at best. And I actually think the poorly crafted job descriptions and even more poorly considered staffing needs are indicative of bigger, more strategic problems that some companies have really examining a) where they’re headed and b) what they need to get there. But that for another post.
Rather than turn this post into a useless rant about how “people” don’t “get” how to look at hiring social media folks, let’s look at some real examples of these job descriptions. Today, we’ll look at the missteps. Tomorrow, we’ll look at the more promising ones, and the underpinnings that show them headed in the right direction.
Misstep #1: Heavy focus on Tools
Take a look at these elements of some current job postings:
“Do you Tweet? Have you taken nearly every quiz that Facebook has to offer? Do you strive to create a massive LinkedIn network? If so, then read on!”
I’m looking to hire someone long-term to bolster a site’s presence on Twitter. This is for a successful online commodities and futures newsletter. Your job will be to advise on Twitter strategy and to put that strategy into action to increase the site’s follower count. You will have complete responsibility for our Twitter stream.
Technology is not the leading focus for social media. It’s the use of the technology to further a deeper (and more important) business goal. It shouldn’t be product manager job (the first job description had the word “product” in it 11 times), since the importance is in the use and intent of the technology. Not the thing itself.
Misstep #2: Assuming that “anyone” can do this job (and for cheap)
I’m all about hiring interns, junior staff, and giving up and comers an opportunity to demonstrate what they’re capable of. It’s awesome to have junior folks involved in social media. But putting the entirety of social in their hands? Or thinking that it’s a one and done expense? Both of those approaches imply that social media doesn’t belong among and within several areas of the business (both horizontally and vertically), which is how it makes the most impact.
In the first example, I’m not quite sure you can find a remote worker for $10/hour that really and truly understands the strategic integration of social media across the board. Call me crazy.
Seeking a smart and experienced professional to serve as Social Media Specialist. Understand the integration of social media from a marketing, customer care and public relations perspective. $10-$12/hour. Telecommuting job.
Social Media Project – Stage 2: Seeking social media expert to draft strategy for how to drive revenues for executive education program. (budget: less than $500)
Misstep #3: Neglecting Engagement
In my research, I saw several job descriptions (most, frankly) that focused heavily on how social media benefitted or could impact the company and their aims to be better known. They were largely focused on tactics and tools, and few actually referenced anything from the perspective of the customer, or the notion of engagement and connection with them.
That speaks to me of a wide misunderstanding of what social media is intended to do (or its potential), and a continued focus on “channels” of communication instead of philosophies that open doors to the customers themselves. As an example, read this job description for a community manager for a game company, and note the one (one!) bullet that talks about the community itself :
Responsibilities:
- Oversee the design and implementation of social networking features, activities, and events within the online XXX community
- Develop the monetization strategy for the community’s micro-transactions, subscriptions, virtual goods, events, user-generated content stores, etc.
- Collaborate with XX design team to incorporate captivating social networking features into design templates
- Produce blog updates, podcasts, videos, online posts, and newsletters to promote the community, featured members, new content, etc.
- Establish an implementation strategy for 3rd party content that will enrich the overall user experience and keep the community fresh for frequent visitors
- Integrate features that synch with Facebook, MySpace, Twitter and other social networking Websites
Requirements:
- Leadership experience with the strategic planning and marketing of at least one successful online community
- Proven ability to create and execute online social media campaigns with growth from zero to 500,000 unique views within a 30 day period and more as time goes on in a viral fashion
- Achievement of simultaneous and prominent placement on leading social news sites including: Digg, Fark, Mixx, Newsvine, Propeller, Reddit, Shoutwire, Sphinn and Technorati
- Expertise publishing or participating on blogs, social news, video/photo sharing, social networking applications, widgets / gadgets, viral marketing campaigns, and podcasts
- Experience implementing online monetization models and a strong familiarity of leading eCommerce systems and potential co-marketing partners
- Ability to quantitatively assess Web analytics and data to adapt creative and business objectives in response to market feedback and user activity trends
- Comfortable working in a lean, start-up environment where thinking ‘out of the box’ is strongly encouraged
Misstep #4: Thinking Content is Inherently Valuable
The content is just the vehicle. The end game is in closing the communication and relationship gap between your company and the people that drive it (your customers, donors, clients, members, vendors, employees, etc), and great, valuable content is one way to get there (and that “value” is in the eye of the beholder). But there are tons of job descriptions that go heavy on the content production and distribution, but with little discussion about why that content is what’s needed for customers (or, rather, if). Cases in point:
Our company is looking for a social media manager. The ideal candidate must be able to research the internet to find new, relevant and legitimate content to be posted to various social media profiles (i.e. Twitter and Facebook). We are seeking unique content to fill a full week (approx. 70 Twitter posts). Process: 1. Research the web for content and submit content for approval. 2. Upon approval, break content down into segments of 120 characters or less. 3. Schedule messages to be sent via our HootSuite account http://www.hootsuite.com.
Or this one:
This position will lead XXX on line content and messaging from an overall strategic level. As our primary messaging face to the on line community our goal is provide appropriate content that reflects the [company’s] brand positioning. Working with the Brand Managers and Creative team to ensure that all online content, promotions, messaging etc., are in line with the strategy. Work closely with Information Management to ensure that content management programs fit within the appropriate architecture. Ensure the appropriate legal approvals have been realized. Work closely with Director of Communication to ensure that we are sending the appropriate message to our online community. Support additional on line marketing messages as appropriate.
Misstep #5: Making Social Synonymous with Traffic or Lead Generation
Social media success is not equal to website traffic. Nor is it (solely) reflected in lead generation numbers. It’s part of a business model for better customer relationships across the board. But yet, we see lots of job descriptions with elements like these:
We are looking for a social media and link building (SEO) talent. This person must be a self-starter, and is expected to work full-time on many, varied and exciting projects. We will ask you for examples of work and success. Key Responsibilities:
- Work from existing research and link analysis, and build your own
- Help to structure link building and social media work around keywords (emphasis mine)
- Daily team updates
- Develop comprehensive linking strategies and offer ongoing solutions
- Track and monitor success via lists and ranking reports
- Investigate and implement new technologies, services as needed
Or:
Own Social Media, interact with outside Online Communities, Blogs, Message Boards, Email Discussion Groups and Live Chats to generate exposure, publicity and traffic. Be passionately in tune with latest social media developments, online behavior and trends. Identify opportunities and develop plans/proposals for implementing scalable social media programs to generate maximum social media optimization. (emphases mine)
Or even:
Research and explore emerging online media to increase the effectiveness of marketing, advertising and promotional campaigns
- Design, implement and monitor innovative online lead conversion methods for the sales team
- Analyze campaign data and metrics to make appropriate adjustments and ensure maximum ROI
- Ensure that all online branding and lead generation decisions ultimately support strategic business and revenue goals
- Increase the sophistication and effectiveness of the company’s web-presence
Some Conclusions and More Questions
Based on all the reading I did and evaluation of some of these job descriptions, there is one key thing that jumped out at me, over and over: Companies still don’t know why they need or want social media.
This is partially due to the nascence of the industry, partly due to the need for more and better education on tool-agnostic social media strategy (h/t Jay Baer), and partly due to our pervasive human desire for the latest and greatest shortcut to awesomeness. Companies are in a big, fat hurry to put social media in the mix, but they’re looking at it tactically, not strategically. Throw a person at it, and check it off the list.
We also still clearly think of social firmly (and solely?) in the promotions-marketing-advertising-“get seen”-“it’s all about us” category. To me that means you and I have more work to do on the education and demonstration front. Of the nearly 50+ job descriptions I reviewed, a scant six of them even tangentially mentioned the customer or community member experience as a goal for social media. Of those, only two referenced prior customer service experience of any kind as a qualification or a helpful attribute.
There are some companies that are showing promising things in this realm and I’ll cover some of them tomorrow. And I realize, too, that I’m looking at functional job descriptions that may not accurately display the intent or the culture behind the hiring. But I suppose my question then: if I can’t discern the attitude and approach to social media when it’s the focus of the role (and recruiting for it), where, exactly, should I look to find that?
Your Turn
What does all of this say to you? How can we help correct some of these missteps? Job seekers and those of you with aspirations to work in social media, how would you write a job description for the role you think companies need? If you’re a consultant, how are you advising your clients to look at hiring for roles that include social media?
Share your insights, questions, experiences, ideas for solutions in the comments. (Oh, and if you have friends who can weigh in but haven’t stumbled across this lil’ blog yet, send them over?)
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This says to me that companies are in the weeds. They know social media has value, but they don’t know how to invest. So, they are looking for help executing, but don’t want to spend real money. The responsibilities are mixed among junior and senior roles. Updating Twitter is not the same as developing an editorial mix.
Great post, Amber. Look forward to the upside too 🙂
If the firms don’t want to spend money, why are they listing these positions on Monster.com and Craigslist and not, say, LinkedIn?
More to the point, why point people to generic jobs@ HR email addresses or employment application links, and assuming candidates can summarize everything on a sheet of paper or a pre-formatted application?
I’m amid applying to some full-time gigs and it’s crazy the stuff I’m seeing.
Spot-on, Amber.
Insightful point Justin – that companies don’t know how (or where) to invest. I think that’s where lots of these issues lie, and where they’ll spin their wheels for a while until we get it deadly wrong a few times.
This says to me that companies are in the weeds. They know social media has value, but they don’t know how to invest. So, they are looking for help executing, but don’t want to spend real money. The responsibilities are mixed among junior and senior roles. Updating Twitter is not the same as developing an editorial mix.
Great post, Amber. Look forward to the upside too 🙂
If the firms don’t want to spend money, why are they listing these positions on Monster.com and Craigslist and not, say, LinkedIn?
More to the point, why point people to generic jobs@ HR email addresses or employment application links, and assuming candidates can summarize everything on a sheet of paper or a pre-formatted application?
I’m amid applying to some full-time gigs and it’s crazy the stuff I’m seeing.
Spot-on, Amber.
Insightful point Justin – that companies don’t know how (or where) to invest. I think that’s where lots of these issues lie, and where they’ll spin their wheels for a while until we get it deadly wrong a few times.
This is such a great post, I am going to share it, but the tweet this button keeps failing for me. So I will copy the URL and tweet it that way.
I think some companies are getting social media exceptionally well and some should read this article.
This is such a great post, I am going to share it, but the tweet this button keeps failing for me. So I will copy the URL and tweet it that way.
I think some companies are getting social media exceptionally well and some should read this article.
Great post Amber!
I can certainly see where a lot of companies just want to be “using” social media without the comprehension of “how” to use social media. We say time and time again that it’s not about selling things or advertising your 20% of sale, but about communication and engagement. Yet, you look at businesses on twitter and there they are, using it like another traditional form of media and hammering people with sales!
I think when social media first emerged, it was innovative to be using it… Now that everyone wants it, you’ll start to see clutter. Businesses need to understand the bigger picture before jumping in the deep end.
Yeah, the waters always get murky with the new stuff before the clear solutions start to emerge. We’re in bandwagon jumping mode right now. We messed up plenty of web developer and email marketing roles when they hit, too.
Great post Amber!
I can certainly see where a lot of companies just want to be “using” social media without the comprehension of “how” to use social media. We say time and time again that it’s not about selling things or advertising your 20% of sale, but about communication and engagement. Yet, you look at businesses on twitter and there they are, using it like another traditional form of media and hammering people with sales!
I think when social media first emerged, it was innovative to be using it… Now that everyone wants it, you’ll start to see clutter. Businesses need to understand the bigger picture before jumping in the deep end.
Yeah, the waters always get murky with the new stuff before the clear solutions start to emerge. We’re in bandwagon jumping mode right now. We messed up plenty of web developer and email marketing roles when they hit, too.
That is one of the beautiful things of social media though. Let these hires go through, let the players play themselves in public and you then see a culling of the herd from the authentic to those who aren’t getting it. I love the one job description to go be a human link scraper for twitter. Yea those are the people I follow, for sure! 😛
That is one of the beautiful things of social media though. Let these hires go through, let the players play themselves in public and you then see a culling of the herd from the authentic to those who aren’t getting it. I love the one job description to go be a human link scraper for twitter. Yea those are the people I follow, for sure! 😛
Amber – seriously awesome post, one I will RT and bookmark for a future best-of. This is a bit depressing, but you nailed it. I work with clients every day on making social media outreach part of a strategic change, not a bolt-on or worse, a “campaign.”
This is a really different perspective, Amber. Thanks for the post!
Amber – seriously awesome post, one I will RT and bookmark for a future best-of. This is a bit depressing, but you nailed it. I work with clients every day on making social media outreach part of a strategic change, not a bolt-on or worse, a “campaign.”
This is a really different perspective, Amber. Thanks for the post!
Too many businesses refuse to let go of using revenue producing justifications when hiring someone. They feel as though everyone hired has to bring a cashflow with them. If not, then the person is looked at as a vendor that should provide a service that generates revenue.
True, everyone needs to tow their weight but hiring someone to produce a specific amount of revenue through social media is where the problem starts and what is causing some of this job descriptions you have provided.
Businesses today have to hire a team with each player providing value to the business. A valuable employee who uses social media effectively is someone who highlights why a product or service should be used, not be a person that can close a sale with a post on Twitter.
Right, and the idea of “value” to the business isn’t always in direct channel sales. Or else all these years, I’ve been doing it wrong. 🙂
Too many businesses refuse to let go of using revenue producing justifications when hiring someone. They feel as though everyone hired has to bring a cashflow with them. If not, then the person is looked at as a vendor that should provide a service that generates revenue.
True, everyone needs to tow their weight but hiring someone to produce a specific amount of revenue through social media is where the problem starts and what is causing some of this job descriptions you have provided.
Businesses today have to hire a team with each player providing value to the business. A valuable employee who uses social media effectively is someone who highlights why a product or service should be used, not be a person that can close a sale with a post on Twitter.
Right, and the idea of “value” to the business isn’t always in direct channel sales. Or else all these years, I’ve been doing it wrong. 🙂
While I agree with the tone here, let me present a counter-intuitive viewpoint, “ripped from the headlines.”
(Well, not ripped from headlines, but maybe a real-life story of some sort. Bear with me.)
It’s possible, in fact, highly probable, that a few of these job descriptions fell into the following categories: Market Research (or, how much should we, as executives, really pay for a social media person); Path of Least Resistance (or, what sort of job description should I whip up that will be most easily rubber-stamped by my boss); Getting a Strategy for Nothing (or, if we say maximum of $500, maybe we can get some brilliant MBA who is looking for resume fodder).
Corporations are besieged with resumes, and maybe some of these were written to keep the over-paid and over-qualified from giving them a second thought.
Dave, that might be possible, sure. But I suppose that’s the real point or issue at hand. If we’re writing job descriptions for any of those reasons, do we really have any hope of getting the right people on the bus to do amazing work?
While I agree with the tone here, let me present a counter-intuitive viewpoint, “ripped from the headlines.”
(Well, not ripped from headlines, but maybe a real-life story of some sort. Bear with me.)
It’s possible, in fact, highly probable, that a few of these job descriptions fell into the following categories: Market Research (or, how much should we, as executives, really pay for a social media person); Path of Least Resistance (or, what sort of job description should I whip up that will be most easily rubber-stamped by my boss); Getting a Strategy for Nothing (or, if we say maximum of $500, maybe we can get some brilliant MBA who is looking for resume fodder).
Corporations are besieged with resumes, and maybe some of these were written to keep the over-paid and over-qualified from giving them a second thought.
Dave, that might be possible, sure. But I suppose that’s the real point or issue at hand. If we’re writing job descriptions for any of those reasons, do we really have any hope of getting the right people on the bus to do amazing work?
What bothers me the most about these descriptions is the continued “Us vs. Them” vibe all of them have. There’s still too much separation when I feel we need to get back to the simple fact that we are humans trying to appeal to and help other humans. The lack of customer focus is disheartening.
Another concern of mine is that companies don’t know themselves well enough to know what they really need anymore out of their employees as a whole. If you don’t know what you offer, what you stand for, and where you want to go, how do you know what you need out of current team members and what to look for in future team members? This is bigger than social media, of course, so I’ll stop right there.
Maybe, as you suggested, I’ll take a stab on my own blog at writing up a job description. There’s definitely room for improvement.
Teresa, as someone immersed the job search right now, I’d love to see your perspective on what these job descriptions should look like while still demonstrating the value to the business. I wish we had more GOOD examples to point to to help the companies that need to learn more. If you write it, I’ll be reading. 🙂
As a another job seeker who is exploring social media positions, I can’t say exactly what a job description should look like. However, I can say that I would like to understand what training and skills are needed for these jobs (especially if the descriptions are misleading). Simply having a passion for social media and using the tools on a regular basis doesn’t mean one has the related skill sets. I’m trained and experienced in project management, so I’m hoping those skills are transferable.
What bothers me the most about these descriptions is the continued “Us vs. Them” vibe all of them have. There’s still too much separation when I feel we need to get back to the simple fact that we are humans trying to appeal to and help other humans. The lack of customer focus is disheartening.
Another concern of mine is that companies don’t know themselves well enough to know what they really need anymore out of their employees as a whole. If you don’t know what you offer, what you stand for, and where you want to go, how do you know what you need out of current team members and what to look for in future team members? This is bigger than social media, of course, so I’ll stop right there.
Maybe, as you suggested, I’ll take a stab on my own blog at writing up a job description. There’s definitely room for improvement.
Teresa, as someone immersed the job search right now, I’d love to see your perspective on what these job descriptions should look like while still demonstrating the value to the business. I wish we had more GOOD examples to point to to help the companies that need to learn more. If you write it, I’ll be reading. 🙂
As a another job seeker who is exploring social media positions, I can’t say exactly what a job description should look like. However, I can say that I would like to understand what training and skills are needed for these jobs (especially if the descriptions are misleading). Simply having a passion for social media and using the tools on a regular basis doesn’t mean one has the related skill sets. I’m trained and experienced in project management, so I’m hoping those skills are transferable.
I think, since social media was created to converse, engage, and develop relationships by the people for the people, the understanding of it is A. Not understand B. Missunderstood C. blurred by the fact that it is new and there are very limited ‘success stories’ proving its validity. Although, I have seen some FANTASTIC examples of community relationship building, engagement, and pretty friggen awesome conversations between companies and their clients, it does not happen enough.
Amber this post is BANG on! If only you could some how get into the heads of those trying to hire community managers, it would do them some good.
Good examples of the proper use of social media (In terms of engagement and relationship building): Sprouter.com, zoompass.com, and believe it or not Molson Canada.
I think, since social media was created to converse, engage, and develop relationships by the people for the people, the understanding of it is A. Not understand B. Missunderstood C. blurred by the fact that it is new and there are very limited ‘success stories’ proving its validity. Although, I have seen some FANTASTIC examples of community relationship building, engagement, and pretty friggen awesome conversations between companies and their clients, it does not happen enough.
Amber this post is BANG on! If only you could some how get into the heads of those trying to hire community managers, it would do them some good.
Good examples of the proper use of social media (In terms of engagement and relationship building): Sprouter.com, zoompass.com, and believe it or not Molson Canada.
Thanks, Amber, for this very interesting post with your usual insightful comments. These job descriptions in a way shouldn’t surprise us. I think they just evidence companies seeing social media as an add-on to business as usual, rather than seeing it as part of a sea change in the business and marketing environments. Thus, they hope to add social media on inexpensively, and put it in the hands of digital natives because they’ll know what to do. It reminds me of so many agencies that added digital-interactive departments staffed by younger professionals because the established professionals don’t know how to deal with the changes in technology. But of course, as you said, this is not about technology. It’s about the changing market of technology empowered consumers and communities.
Thanks, Amber, for this very interesting post with your usual insightful comments. These job descriptions in a way shouldn’t surprise us. I think they just evidence companies seeing social media as an add-on to business as usual, rather than seeing it as part of a sea change in the business and marketing environments. Thus, they hope to add social media on inexpensively, and put it in the hands of digital natives because they’ll know what to do. It reminds me of so many agencies that added digital-interactive departments staffed by younger professionals because the established professionals don’t know how to deal with the changes in technology. But of course, as you said, this is not about technology. It’s about the changing market of technology empowered consumers and communities.
The thing that kills me the most about this?
The race to the bottom that always ensues. Someone out there will do all of this stuff at the costs prescribed. The economy is just that bad and the knowledge base is just that low.
Most people can’t even tell the difference between an integrated marketing and segmented marketing. (Hint: It’s in the first word…)
Strategy isn’t sexy to a lot of people. People want to drive a Ferrari, not see what makes it run.
The thing that kills me the most about this?
The race to the bottom that always ensues. Someone out there will do all of this stuff at the costs prescribed. The economy is just that bad and the knowledge base is just that low.
Most people can’t even tell the difference between an integrated marketing and segmented marketing. (Hint: It’s in the first word…)
Strategy isn’t sexy to a lot of people. People want to drive a Ferrari, not see what makes it run.
Amber,
I’m so glad it’s not just me! This post hit the source of my frustration when dealing with prospective clients. I have lost count of the conversations I’ve had where reasonably intelligent people believe that:
A)integrating social media into their marketing efforts is easy because creating a profile is free
B)social media can wholly replace their marketing and sales efforts
B)anyone with a profile can do what I do, and should do it for free
C)social media can be measured in web site type metrics
I recently began a consultation with a very smart guy who had just read Crush It. His take away from Gary’s book? Twitter should be his primary sales presence. Please. Make. It. Stop.
I agree with Andy; the truth will out, as they say. Knowing that I will be among those left standing does little to assuage my discomfort as I watch the Titanic sink. I see many organizations sailing in the wrong direction because they refuse to view social media as a channel worth investing in; but they’ll pay for SEO by golly! I look forward to the “better” posting tomorrow!
Amber,
I’m so glad it’s not just me! This post hit the source of my frustration when dealing with prospective clients. I have lost count of the conversations I’ve had where reasonably intelligent people believe that:
A)integrating social media into their marketing efforts is easy because creating a profile is free
B)social media can wholly replace their marketing and sales efforts
B)anyone with a profile can do what I do, and should do it for free
C)social media can be measured in web site type metrics
I recently began a consultation with a very smart guy who had just read Crush It. His take away from Gary’s book? Twitter should be his primary sales presence. Please. Make. It. Stop.
I agree with Andy; the truth will out, as they say. Knowing that I will be among those left standing does little to assuage my discomfort as I watch the Titanic sink. I see many organizations sailing in the wrong direction because they refuse to view social media as a channel worth investing in; but they’ll pay for SEO by golly! I look forward to the “better” posting tomorrow!
Entirely disagree with the first point. If you were hiring a graphic designer you’d list the tools you’d expect them to use on a daily basis. While the strategies might not be about the tools, companies should be able to expect intermediate to advanced skills in social media platforms to then leverage the ever changing technology to best meet objectives.
You’d list the tools as qualifications, sure. But not as the focus of the job. You hire a graphic designer because they know good design, and the tenets of it. And they know how to employ the tools to get there, sure. But if you lead with the tools, the tools are all you get. The tools are the means. Not the end.
Entirely disagree with the first point. If you were hiring a graphic designer you’d list the tools you’d expect them to use on a daily basis. While the strategies might not be about the tools, companies should be able to expect intermediate to advanced skills in social media platforms to then leverage the ever changing technology to best meet objectives.
You’d list the tools as qualifications, sure. But not as the focus of the job. You hire a graphic designer because they know good design, and the tenets of it. And they know how to employ the tools to get there, sure. But if you lead with the tools, the tools are all you get. The tools are the means. Not the end.
Being on the job search, as you know, I’ve seen so many different variations of these examples you’ve posted here, Amber – and it’s scary as hell. Scary to see what companies, big and small, look at social media as – and scary for those of us looking for SM related jobs and unfortunately having to accept (depending on their situation) what’s out there.
The biggest thing I’ve seen is companies wanting to be ‘social’. To transform their business from the traditional mindset and utilize the fancy tools & lingo that makes them ‘new age’ in an instant. Sadly, that’s where they start that thinking – with what they want and with what tools that they think will accomplish it. Where they need to start is understanding where they want to go and being able to map that plan out for the long-term, not the short-term one-hit wonder that they most likely planned for originally.
Given that, if the company has gotten that far in those 2 steps, do they have the proper leadership for this sort of shift and are they able to hire the right people to help in that?
Of course these ideas can go much deeper and into its own post, but just my two cents on the matter. Glad you posted about this, Amber.
Being on the job search, as you know, I’ve seen so many different variations of these examples you’ve posted here, Amber – and it’s scary as hell. Scary to see what companies, big and small, look at social media as – and scary for those of us looking for SM related jobs and unfortunately having to accept (depending on their situation) what’s out there.
The biggest thing I’ve seen is companies wanting to be ‘social’. To transform their business from the traditional mindset and utilize the fancy tools & lingo that makes them ‘new age’ in an instant. Sadly, that’s where they start that thinking – with what they want and with what tools that they think will accomplish it. Where they need to start is understanding where they want to go and being able to map that plan out for the long-term, not the short-term one-hit wonder that they most likely planned for originally.
Given that, if the company has gotten that far in those 2 steps, do they have the proper leadership for this sort of shift and are they able to hire the right people to help in that?
Of course these ideas can go much deeper and into its own post, but just my two cents on the matter. Glad you posted about this, Amber.
Wonderfully written post Amber! Having managed a team of Community professionals for seven years, I find job content like this to be inexcusable. But, the good news is that companies are realizing that they send someone to manage “Social Media” for them. They may not know what this means right now but over time, they’ll get it right. It’s people like you who help to set the landscape for them to know what is and is not acceptable. Keep writing great posts like this!
Rachel, I think you’re right. Like I said above, we screwed up lots of different job descriptions and roles before we found what worked. And the proof will be in the execution. I just worry about the baby being thrown out with the bathwater – that social media itself will get labeled ineffective if the *people* we hire and the marching orders we give them are ineffective to start with.
But I have faith that good work, and the continued demonstration of value by the companies who are doing it “right” will shine spotlights on what works.
Wonderfully written post Amber! Having managed a team of Community professionals for seven years, I find job content like this to be inexcusable. But, the good news is that companies are realizing that they send someone to manage “Social Media” for them. They may not know what this means right now but over time, they’ll get it right. It’s people like you who help to set the landscape for them to know what is and is not acceptable. Keep writing great posts like this!
Rachel, I think you’re right. Like I said above, we screwed up lots of different job descriptions and roles before we found what worked. And the proof will be in the execution. I just worry about the baby being thrown out with the bathwater – that social media itself will get labeled ineffective if the *people* we hire and the marching orders we give them are ineffective to start with.
But I have faith that good work, and the continued demonstration of value by the companies who are doing it “right” will shine spotlights on what works.
Nicely done. What organizations need to understand is how going social means for their bottomline. Keeping this in mind will prevent these misstep from becoming the ugly fugly monster nightmare waiting to blow over.
Being in the social media front, practice how to connect the organization goals to social media.
It is one thing to hire someone for the sake of social media and another thing to hire for a specific goal in mind.
Nicely done. What organizations need to understand is how going social means for their bottomline. Keeping this in mind will prevent these misstep from becoming the ugly fugly monster nightmare waiting to blow over.
Being in the social media front, practice how to connect the organization goals to social media.
It is one thing to hire someone for the sake of social media and another thing to hire for a specific goal in mind.
Good highlights of the missteps Amber.
Some of these job descriptions sound as if they were written at the end of a congo line. Reactive. Must have shiny object.
Executive management needs to get education. Everyone else, take a deep breath. The media in Social “Media” says tactical. Lug it on. Solved.
Those who “get it” get the importance of strategic assessments – both internal and external to answer THE question: What’s the brand value? Where’s the beef? Finding the beef maps the content, delivery, and measurement needs required through traditional and emerging media, and all the other essential touch points.
Knowing social media as a platform is one thing. Understanding the essence of the messages that travel on it takes another set of skills and experience entirely.
Good highlights of the missteps Amber.
Some of these job descriptions sound as if they were written at the end of a congo line. Reactive. Must have shiny object.
Executive management needs to get education. Everyone else, take a deep breath. The media in Social “Media” says tactical. Lug it on. Solved.
Those who “get it” get the importance of strategic assessments – both internal and external to answer THE question: What’s the brand value? Where’s the beef? Finding the beef maps the content, delivery, and measurement needs required through traditional and emerging media, and all the other essential touch points.
Knowing social media as a platform is one thing. Understanding the essence of the messages that travel on it takes another set of skills and experience entirely.
My biggest issue with these postings is that it’s harder to explain to people what I do and help them see the value in creating a strategy that aligns with company goals.
At the same time, if that’s what a company wants, they will get what they pay for…
As professionals (and we aren’t the only ones in a poorly defined field with such a wide array of service levels) we just have to do our best to continue educating and hope that the social media “fad” passes so we can get back to being marketing and communications professionals who use social media as just one weapon in our arsenal.
My biggest issue with these postings is that it’s harder to explain to people what I do and help them see the value in creating a strategy that aligns with company goals.
At the same time, if that’s what a company wants, they will get what they pay for…
As professionals (and we aren’t the only ones in a poorly defined field with such a wide array of service levels) we just have to do our best to continue educating and hope that the social media “fad” passes so we can get back to being marketing and communications professionals who use social media as just one weapon in our arsenal.
Awesome post and some great comments.
We still have a learning curve to get around and it is going to take some time. My concern is businesses rushing to jump on the train with the wrong people in control. Social Media can help and it can severely damage your business, if you are not on the right track. Social Media is not just a part of your marketing strategy, a sales funnel, it is customer service. Show your customers you care by understanding what you are hiring someone for.
Awesome post and some great comments.
We still have a learning curve to get around and it is going to take some time. My concern is businesses rushing to jump on the train with the wrong people in control. Social Media can help and it can severely damage your business, if you are not on the right track. Social Media is not just a part of your marketing strategy, a sales funnel, it is customer service. Show your customers you care by understanding what you are hiring someone for.
Interesting article, but not deserving of accolades such as “awesome”, “wonderfully written”, and “such a great post”. I got lost after reading the justification to miss step 1. How do you justify your position of miss step 1 by saying “(the first job description had the word “product” in it 11 times)” when the word doesn’t appear at all in either of your job posting quotes.
It looks like all of these job postings that were quoted were written by HR personnel with the intention of satisfying the CEO with buzz words and catch phrases. They all forgot the first rule of KISS “keep it simple stupid”.
Miss step 5 may be a miss step for this blogger, but may be perfectly legitimate for that business. We don’t know what companies, or their financials, posted any of these job descriptions (and obviously they are incomplete, so we don’t know what else was posted). IMHO, if they are for a multi billion dollar conglomerate then I agree they probably will not have a huge impact on sales – the product and other marketing initiatives will drive that a lot more. But for a small or startup business then it will (or will need to have) a larger impact in order to justify the expense of the position.
Let me use a corporation like General Electric (GE) as an example to make my final point – I have no idea if any of these job postings came from them. I would agree that it would be shameful if GE was looking to pay $10 an hour or $500 one-time for someone to fill this position for them, so I honestly think those postings were from drastically smaller businesses. Conversely some of those postings look like they could have come from GE-like business, utilizing all the corporate buzzwords (except paradigm shift, thank goodness) but could have been for some small startup with big plans that hired some consultant that threw the fancy words out to make it look like an ad for a huge company when it really wasn’t. That’s how they sell their services to the small companies… by using big MBA language to make a small biz sound like GE or on their way to being GE-sized.
I will agree with the author that a social networking specialist may not HAVE to generate revenue for all businesses, but will need to generate VALUE. And there must be a way to measure that value whether it be via revenue, customer satisfaction, or some other measurement. But maybe the companies that placed the ads that did not mention this did this strategically in order to weed out inappropriate candidates. There are thousands if not millions of web sites, books, and employment recruiters that all preach to make sure to mirror these job description phrases in your resumes and cover letters. And maybe, just maybe, they are looking for the applicants to provide this additional value that they can bring to the job (not just quoting the requirements).
Hey, that’s the point of comments – to get lots of viewpoints. Thanks for being here.
I’m totally in agreement with you that value should and can be quantified. But I suppose what I’m advocating is that the very job descriptions we’re supposed to “mirror” aren’t suited to these kinds of roles, and we need to consider that if we ever hope to put the right people in the right chairs to *create* that value.
Interesting article, but not deserving of accolades such as “awesome”, “wonderfully written”, and “such a great post”. I got lost after reading the justification to miss step 1. How do you justify your position of miss step 1 by saying “(the first job description had the word “product” in it 11 times)” when the word doesn’t appear at all in either of your job posting quotes.
It looks like all of these job postings that were quoted were written by HR personnel with the intention of satisfying the CEO with buzz words and catch phrases. They all forgot the first rule of KISS “keep it simple stupid”.
Miss step 5 may be a miss step for this blogger, but may be perfectly legitimate for that business. We don’t know what companies, or their financials, posted any of these job descriptions (and obviously they are incomplete, so we don’t know what else was posted). IMHO, if they are for a multi billion dollar conglomerate then I agree they probably will not have a huge impact on sales – the product and other marketing initiatives will drive that a lot more. But for a small or startup business then it will (or will need to have) a larger impact in order to justify the expense of the position.
Let me use a corporation like General Electric (GE) as an example to make my final point – I have no idea if any of these job postings came from them. I would agree that it would be shameful if GE was looking to pay $10 an hour or $500 one-time for someone to fill this position for them, so I honestly think those postings were from drastically smaller businesses. Conversely some of those postings look like they could have come from GE-like business, utilizing all the corporate buzzwords (except paradigm shift, thank goodness) but could have been for some small startup with big plans that hired some consultant that threw the fancy words out to make it look like an ad for a huge company when it really wasn’t. That’s how they sell their services to the small companies… by using big MBA language to make a small biz sound like GE or on their way to being GE-sized.
I will agree with the author that a social networking specialist may not HAVE to generate revenue for all businesses, but will need to generate VALUE. And there must be a way to measure that value whether it be via revenue, customer satisfaction, or some other measurement. But maybe the companies that placed the ads that did not mention this did this strategically in order to weed out inappropriate candidates. There are thousands if not millions of web sites, books, and employment recruiters that all preach to make sure to mirror these job description phrases in your resumes and cover letters. And maybe, just maybe, they are looking for the applicants to provide this additional value that they can bring to the job (not just quoting the requirements).
Hey, that’s the point of comments – to get lots of viewpoints. Thanks for being here.
I’m totally in agreement with you that value should and can be quantified. But I suppose what I’m advocating is that the very job descriptions we’re supposed to “mirror” aren’t suited to these kinds of roles, and we need to consider that if we ever hope to put the right people in the right chairs to *create* that value.
The good news? Companies are realizing the value of Social Media. The bad news? They are using traditional markers and metrics to measure success. The most striking, and telling, task description is this:
Proven ability to create and execute online social media campaigns with growth from zero to 500,000 unique views within a 30 day period and more as time goes on in a viral fashion
Clearly, this company does not get the concept of viral. And anyone who takes this job better keep their resume current, because they surely will be submitting it again soon for another job. I would love to track the people hired for these jobs, and see how things turn out.
Ed, man would I love to do that too. See what comes of some of these. What empirical insight THAT would give us, hey?
The good news? Companies are realizing the value of Social Media. The bad news? They are using traditional markers and metrics to measure success. The most striking, and telling, task description is this:
Proven ability to create and execute online social media campaigns with growth from zero to 500,000 unique views within a 30 day period and more as time goes on in a viral fashion
Clearly, this company does not get the concept of viral. And anyone who takes this job better keep their resume current, because they surely will be submitting it again soon for another job. I would love to track the people hired for these jobs, and see how things turn out.
Ed, man would I love to do that too. See what comes of some of these. What empirical insight THAT would give us, hey?
I read this post and felt alarm, mainly, as Sonny said, I’m in the search for a position like those you’ve mentioned here.
Do you have any advice for those of us in this space who are applying for jobs like these, given these job descriptions? Should we ignore them completely?
Daniel, as frustrating as it is, I guess my advice is to pass the really atrocious ones by, even if there are lots. If there’s something that sounds like it has potential but the post is misguided, or if it’s a great company that seems a little off track, it might be worth trying to pursue so you can get in and talk to them about it, see if they might really have the right idea but lack the skills or background to put it articulately on paper.
I read this post and felt alarm, mainly, as Sonny said, I’m in the search for a position like those you’ve mentioned here.
Do you have any advice for those of us in this space who are applying for jobs like these, given these job descriptions? Should we ignore them completely?
Daniel, as frustrating as it is, I guess my advice is to pass the really atrocious ones by, even if there are lots. If there’s something that sounds like it has potential but the post is misguided, or if it’s a great company that seems a little off track, it might be worth trying to pursue so you can get in and talk to them about it, see if they might really have the right idea but lack the skills or background to put it articulately on paper.
“Proven ability to create and execute online social media campaigns with growth from zero to 500,000 unique views within a 30 day period and more as time goes on in a viral fashion”
If you could pull that trick on a regular basis, you’d never have to look for a job.
Yes, exactly!
LOL!
“Proven ability to create and execute online social media campaigns with growth from zero to 500,000 unique views within a 30 day period and more as time goes on in a viral fashion”
If you could pull that trick on a regular basis, you’d never have to look for a job.
Yes, exactly!
LOL!
Sounds like people are hiring for a tactical position with strategic requirements. I can only hope that the new hire can do some education – challenging if indeed you’re getting $10/hr.
Sounds like people are hiring for a tactical position with strategic requirements. I can only hope that the new hire can do some education – challenging if indeed you’re getting $10/hr.
Amber – I totally agree with you as I wrote a blog post on Tuesday with the title “Is there a disconnect between social media job positions and compensation?” (http://tomhumbarger.wordpress.com/2009/11/10/is-there-a-disconnect-between-social-media-job-descriptions-and-compensation/).
My peeve is #2 – assuming anyone can do this job (for cheap). My post discusses a recent posting for a social media guru at a retailer with revenues > $1B and they wanted the candidate to ‘walk on water’ for a salary of $50k to $60k.
But my favorite from your list is #3 – neglecting engagement. That’s what most people don’t really get about social media. It’s not another channel, but a strategy of listening to and interacting with your customers.
Thanks for the post!
Tom
Amber – I totally agree with you as I wrote a blog post on Tuesday with the title “Is there a disconnect between social media job positions and compensation?” (http://tomhumbarger.wordpress.com/2009/11/10/is-there-a-disconnect-between-social-media-job-descriptions-and-compensation/).
My peeve is #2 – assuming anyone can do this job (for cheap). My post discusses a recent posting for a social media guru at a retailer with revenues > $1B and they wanted the candidate to ‘walk on water’ for a salary of $50k to $60k.
But my favorite from your list is #3 – neglecting engagement. That’s what most people don’t really get about social media. It’s not another channel, but a strategy of listening to and interacting with your customers.
Thanks for the post!
Tom
This is so helpful.
I’m working on a social media presence for a phenomenal used and rare bookstore. My first instinct was to use social media as a product platform to push the pricier rare books – but that’s not right! Of course!
As a consumer and friend, I use social media for entertainment, information, and connecting with people. I’m also very annoyed by businesses who try to use MY networks to hawk THEIR products. Why would I start out with the same weak strategy?
I signed on to help this wonderful small busines because i love reading, talking about books, book and author trivia, etc. My new goal after reading this blog: Reach out to book nerds like me. Second goal: reach out to a slightly larger variety of book nerd. Third Goal: repeat.
Also, I’m coming back to this blog again for more insight.
Good on you!!
I’m so glad it’s helpful. I’m excited to hear what you accomplish with your approach to reach out to book nerds. I think it’s the right tack. And you’re chatting with one book nerd right now. 🙂
This is so helpful.
I’m working on a social media presence for a phenomenal used and rare bookstore. My first instinct was to use social media as a product platform to push the pricier rare books – but that’s not right! Of course!
As a consumer and friend, I use social media for entertainment, information, and connecting with people. I’m also very annoyed by businesses who try to use MY networks to hawk THEIR products. Why would I start out with the same weak strategy?
I signed on to help this wonderful small busines because i love reading, talking about books, book and author trivia, etc. My new goal after reading this blog: Reach out to book nerds like me. Second goal: reach out to a slightly larger variety of book nerd. Third Goal: repeat.
Also, I’m coming back to this blog again for more insight.
Good on you!!
I’m so glad it’s helpful. I’m excited to hear what you accomplish with your approach to reach out to book nerds. I think it’s the right tack. And you’re chatting with one book nerd right now. 🙂
great article Amber! wht do you think of this recruitment method for a social marketing job? http://socialmarketingjob.com
thx
great article Amber! wht do you think of this recruitment method for a social marketing job? http://socialmarketingjob.com
thx
Could not help but sit here and laugh. A month or so I got an email from one of our clients who we work with for SEO on their site. We have been speaking to all of our clients about the importance of engagement – so I get this email – Rick – we set up our facebook, twitter and fixed our likedIn presence what do you think. Well I guess we missed the part about strategy first then possibly a tool set.
Love the post and the ongoing comments – thanks
Could not help but sit here and laugh. A month or so I got an email from one of our clients who we work with for SEO on their site. We have been speaking to all of our clients about the importance of engagement – so I get this email – Rick – we set up our facebook, twitter and fixed our likedIn presence what do you think. Well I guess we missed the part about strategy first then possibly a tool set.
Love the post and the ongoing comments – thanks
What a fantastic article! I’ll definitely be sharing this on Twitter and Facebook.
In order to properly hire for social media, you should have someone qualified and experienced with it to do the interviewing. Just because you’re on Facebook and Twitter, doesn’t mean you are qualified for the job. The new hire will be creating the branding for the company as well as their image and message, just to state a few. This will be a very important position that I hope all companies will take very seriously. It can really help skyrocket business if done effectively and properly.
Plan on seeing significantly more of these positions opening over the next 6-24 months as more and more companies get on board the social media train and realize it’s power to explode business and company awareness.
What a fantastic article! I’ll definitely be sharing this on Twitter and Facebook.
In order to properly hire for social media, you should have someone qualified and experienced with it to do the interviewing. Just because you’re on Facebook and Twitter, doesn’t mean you are qualified for the job. The new hire will be creating the branding for the company as well as their image and message, just to state a few. This will be a very important position that I hope all companies will take very seriously. It can really help skyrocket business if done effectively and properly.
Plan on seeing significantly more of these positions opening over the next 6-24 months as more and more companies get on board the social media train and realize it’s power to explode business and company awareness.
Loved this. I see job descriptions all the time that just make me laugh. I’ll quote them once in a while, just to entertain my followers.
Thinking about it more though, it seems there is an issue here that isn’t very easily remedied…
Companies (for the most part) don’t understand social media and what it means for business. That, I think, is definite. While slowly, more are “getting it”, they’re still not there.
So if they don’t understand social media, how can they possibly know what to expect/ask for when hiring a social media consultant? The only businesses that will be able to put together a job description that, by our standards, is reasonable and works well, are ones that already understand social media (and are probably just looking expand their social media task force).
So how can someone who doesn’t understand social media know what to ask of a social media job candidate?
David
Scribnia.com
Loved this. I see job descriptions all the time that just make me laugh. I’ll quote them once in a while, just to entertain my followers.
Thinking about it more though, it seems there is an issue here that isn’t very easily remedied…
Companies (for the most part) don’t understand social media and what it means for business. That, I think, is definite. While slowly, more are “getting it”, they’re still not there.
So if they don’t understand social media, how can they possibly know what to expect/ask for when hiring a social media consultant? The only businesses that will be able to put together a job description that, by our standards, is reasonable and works well, are ones that already understand social media (and are probably just looking expand their social media task force).
So how can someone who doesn’t understand social media know what to ask of a social media job candidate?
David
Scribnia.com
Enjoyed that thanks.
Much confusion and misdirection comes from the misconception that social media is synonymous with social networks, and social networks comprise of Twitter, Facebook, linkedin, and a few other well known names.
A social media strategy is something quite different from a specific social network strategy. While both have their place and are valid, a specific social network strategy forms part of the larger social media strategy. It does not signify the starting point. Little things like… I don’t know, listening, understanding, targetting, adding value, setting objectives and understanding how to measure against those objectives seem to be a bit trifling for some.
The misconception that social media is for free gets to me to.
Nicely ranted!
Enjoyed that thanks.
Much confusion and misdirection comes from the misconception that social media is synonymous with social networks, and social networks comprise of Twitter, Facebook, linkedin, and a few other well known names.
A social media strategy is something quite different from a specific social network strategy. While both have their place and are valid, a specific social network strategy forms part of the larger social media strategy. It does not signify the starting point. Little things like… I don’t know, listening, understanding, targetting, adding value, setting objectives and understanding how to measure against those objectives seem to be a bit trifling for some.
The misconception that social media is for free gets to me to.
Nicely ranted!
Amber, amazing article!
You’ve summed up exactly what I’ve been feeling for months now.
WHY would a company trust their brand to an intern working within a medium where there’s little to no control over messaging? It’s a recipe for disaster.
I think you’ve hit the mark with the biggest issue currently surrounding social media, not staying focused on customer experience and generously contributing to the community. Generosity is hard to come by in this economy as companies are solely focused on the bottom-line.
I’ll stay tuned for part II!
Amber, amazing article!
You’ve summed up exactly what I’ve been feeling for months now.
WHY would a company trust their brand to an intern working within a medium where there’s little to no control over messaging? It’s a recipe for disaster.
I think you’ve hit the mark with the biggest issue currently surrounding social media, not staying focused on customer experience and generously contributing to the community. Generosity is hard to come by in this economy as companies are solely focused on the bottom-line.
I’ll stay tuned for part II!
Amber, the examples you shared are extremely interesting. I remember job hunting for social media jobs three years ago. Back then the job descriptions were vague at best. Many of the companies had an idea of what they were looking for, but weren’t 100% sure what they needed.
It appears that though more companies are jumping on the band wagon, they still don’t know what they want. Or at least they think they know. To be fair they may be looking for someone to help them find out what it is they need.
I’d have more respect for a company whose job description read: “We need help. We believe we could benefit by engaging in the social web, but are unsure of how to go about it. The ideal candidate would help us understand how the social web works, help us avoid the pitfalls, and educate all team members the rules of engagement.”
Amber, the examples you shared are extremely interesting. I remember job hunting for social media jobs three years ago. Back then the job descriptions were vague at best. Many of the companies had an idea of what they were looking for, but weren’t 100% sure what they needed.
It appears that though more companies are jumping on the band wagon, they still don’t know what they want. Or at least they think they know. To be fair they may be looking for someone to help them find out what it is they need.
I’d have more respect for a company whose job description read: “We need help. We believe we could benefit by engaging in the social web, but are unsure of how to go about it. The ideal candidate would help us understand how the social web works, help us avoid the pitfalls, and educate all team members the rules of engagement.”
David – if that were true – they would be much better off hiring a consultant to help them through then decide what they really needed- now how do we get this message out to the companies going through this agony?
David – if that were true – they would be much better off hiring a consultant to help them through then decide what they really needed- now how do we get this message out to the companies going through this agony?
These companies seem to totally disregard the way human beings interact — it’s probably far easier (or perhaps less expensive) to think of potential customers as livestock that you have to corral. But granted, for a lot of these companies, that’s nothing new. (sigh)
These companies seem to totally disregard the way human beings interact — it’s probably far easier (or perhaps less expensive) to think of potential customers as livestock that you have to corral. But granted, for a lot of these companies, that’s nothing new. (sigh)
Sounds like the first one, “Misstep #1: Heavy focus on Tools” would be a great job for anyone who likes to spam! Furthermore, I agree with Lisa Peyton whole heartedly. I mean we have all heard the phrase “content is king”. So to say that a reputable company could afford to hire spammers persay to basically blow up several twitter accounts trying to achieve a few clicks would result in creating a bad wave of attention and disrespect for that company (website). After all the web is very competetive. Its not like Hollywood where good press and bad press is still considered good press.
Sounds like the first one, “Misstep #1: Heavy focus on Tools” would be a great job for anyone who likes to spam! Furthermore, I agree with Lisa Peyton whole heartedly. I mean we have all heard the phrase “content is king”. So to say that a reputable company could afford to hire spammers persay to basically blow up several twitter accounts trying to achieve a few clicks would result in creating a bad wave of attention and disrespect for that company (website). After all the web is very competetive. Its not like Hollywood where good press and bad press is still considered good press.
Hi Amber,
Insightful post, I got a lot out of it!
I just got a job in social media and these job description are too familiar. I am a graduate, but have been following up on SM for years. Assuming that we might ‘eff-up’ is understandable and sometimes right. But I’d much rather see some guidance and direction from the more experienced. We are the next generation and want to be the best that we can be.
Back to your post (which I thoroughly enjoyed). I agree, right now, we have clients coming in wanting to get into SM, but have no idea why they should. Most times my job requires coming up with why and how they should be in it. The challenge is carrying them across the line and getting them to see beyond the sales objective. Understanding many just want to be ‘in’ and see ROI by the next quarter. It is a long term, continuous and interactive investment in building better relationships with customers. I’m curious to see, how you everyone thinks the education of clients should be approached.
Hi Amber,
Insightful post, I got a lot out of it!
I just got a job in social media and these job description are too familiar. I am a graduate, but have been following up on SM for years. Assuming that we might ‘eff-up’ is understandable and sometimes right. But I’d much rather see some guidance and direction from the more experienced. We are the next generation and want to be the best that we can be.
Back to your post (which I thoroughly enjoyed). I agree, right now, we have clients coming in wanting to get into SM, but have no idea why they should. Most times my job requires coming up with why and how they should be in it. The challenge is carrying them across the line and getting them to see beyond the sales objective. Understanding many just want to be ‘in’ and see ROI by the next quarter. It is a long term, continuous and interactive investment in building better relationships with customers. I’m curious to see, how you everyone thinks the education of clients should be approached.
Great post! I was excited to see some great tips (and some massive mistakes to avoid) since I often work with my clients to craft their job descriptions and hiring strategies.
I agree with @John Mark Troyer about the issue of wanting a strategist but positioning the hire for a tactical level person. One of the biggest hiring snafus out there — go for low cost but expect high quality “manager” material.
Thanks for putting your research together for all of us to benefit from.
Melanie
Great post! I was excited to see some great tips (and some massive mistakes to avoid) since I often work with my clients to craft their job descriptions and hiring strategies.
I agree with @John Mark Troyer about the issue of wanting a strategist but positioning the hire for a tactical level person. One of the biggest hiring snafus out there — go for low cost but expect high quality “manager” material.
Thanks for putting your research together for all of us to benefit from.
Melanie
due to our pervasive human desire for the latest and greatest shortcut to awesomeness – love that line
due to our pervasive human desire for the latest and greatest shortcut to awesomeness – love that line
this is all good news for me – it allows for new businesses to develop while the big boys play golf
this is all good news for me – it allows for new businesses to develop while the big boys play golf
The reality is that companies big and small will likely NOT have enough information to be able to fully understand the potential value of social media to their company, and consequently will post JDs that, at the very least, fail to capture all the expectations, responsibilities and challenges. This should not dissuade qualified job applicants however – this is proof that the company NEEDS legitimate counsel on these matters. The job interview will be a chance to meet the manager/team and determine whether they get it, or at least get that they don’t get it and looking for advice. But imperfect and incomplete JDs are certainly nothing new!
The reality is that companies big and small will likely NOT have enough information to be able to fully understand the potential value of social media to their company, and consequently will post JDs that, at the very least, fail to capture all the expectations, responsibilities and challenges. This should not dissuade qualified job applicants however – this is proof that the company NEEDS legitimate counsel on these matters. The job interview will be a chance to meet the manager/team and determine whether they get it, or at least get that they don’t get it and looking for advice. But imperfect and incomplete JDs are certainly nothing new!
The topic is one that was also on my mind – thanks for this relevant post.
There is plenty of pressure for business to JUST DO IT!!
However, limited best practices and knowledge of HOW to do it.
I believe there are good learnings observing new approaches – and through these understanding how business is thinking about social media – right or wrong.
The topic is one that was also on my mind – thanks for this relevant post.
There is plenty of pressure for business to JUST DO IT!!
However, limited best practices and knowledge of HOW to do it.
I believe there are good learnings observing new approaches – and through these understanding how business is thinking about social media – right or wrong.
Great article except #4 that says content is not crucial. Content is king, content is king, content is king 🙂
.-= Jacob Foos´s last blog ..Back2BasicsFF: @drpepper are you hiring for social media work? =-.
Great article except #4 that says content is not crucial. Content is king, content is king, content is king 🙂
.-= Jacob Foos´s last blog ..Back2BasicsFF: @drpepper are you hiring for social media work? =-.
Good mention of collective thoughts. What perhaps is also required is brand personality understanding
.-= Pervara Kapadia´s last blog ..Social Media an extension of the Brand Personality =-.
Good mention of collective thoughts. What perhaps is also required is brand personality understanding
.-= Pervara Kapadia´s last blog ..Social Media an extension of the Brand Personality =-.
Great post about social media. Way to often companies follow a fad without even looking into what it is. They just hear you need this etc. What they do is exactly what you said, throw a person at it and problem solved. What businesses don't understand is that a social media manager is a sales person, customer service person, and sometimes a human resources person. Their job essentially fills all public relations responsibilities and is vital to the companies next step. Do you pay someone like this the meager amounts you listed? Of course not! You also hire someone who is outgoing, organized, and creative in nature. You can't find people like this everyday so make sure they are qualified and paid accordingly!
Great post about social media. Way to often companies follow a fad without even looking into what it is. They just hear you need this etc. What they do is exactly what you said, throw a person at it and problem solved. What businesses don't understand is that a social media manager is a sales person, customer service person, and sometimes a human resources person. Their job essentially fills all public relations responsibilities and is vital to the companies next step. Do you pay someone like this the meager amounts you listed? Of course not! You also hire someone who is outgoing, organized, and creative in nature. You can't find people like this everyday so make sure they are qualified and paid accordingly!
Thanks – a great article, I know that when I run courses for clients, the hardest thing to do is getting them to set goals and identify who they want to talk to and why, they just want to know how to do it.