The Expendable Social Media Specialists & Virtual Assistants
Most Social Media Specialists have been finding great opportunities in creating their position in the past 4 or 5 years, but since most businesses cannot see the immediate ROI in focusing primarily and directly on a social media strategy, they are looking for more avenues to market, engage their targeted audience and as an end-result, make a profit. Especially from the Enterprise Social perspective in which most specialists and Virtual Assistants have very little experience with because systems like IBM Enterprise Social, Yammer Enterprise Social and Socialcast systems are mostly internal which can cost a business thousands, if not millions to get their hands on.
Since most of these Social Media Specialists only sometimes, questionably and with skepticism can satisfy the needs of marketing from the social media perspective, business owners are focusing more on Digital Marketing Managers. This means they are looking for people with degrees in Digital Media Design, Marketing and Journalism. For most Social Media Specialists, there is really nothing that is officially accredited or recognized as a certification or qualification for social media professionalism… because of this between the two positions, there has often been a blurred line of responsibility.
In some organizations, the Digital Media Manager only deals with social media while in most organizations the Digital Media Manager deals with social media and the entire digital infrastructure of an entire organization (usually for small to midsized businesses). This includes, but is not limited to making recommendations on new business software, managing social enterprise systems, database management, email marketing management, web development (programming), video & audio, and digital photography. On most job requisitions and in my recent professional experiences, Social Media Specialists only deal with social media platforms and implementation of social strategies.
Digital Marketers Have More Leverage and A Real Marketing Budget
You may be thinking to yourself, “How in the world does one person manage so many different types of marketing media alone?”.
Well that’s the thing, Digital Marketing Managers usually don’t. Digital Marketers usually get more buy-in from the organization because business owners and the organization underneath understand the true value of having mixed media. Because others understand the value of what is being produced, whenever a Digital Media Manager needs support, usually the organization wastes no time getting the resources that they need to get the job done unlike Social Media Specialists in most cases.
You may also be asking yourself the question, “Why would a Social Media Specialist require a budget and support from the organization?”.
Just like any other marketing media, you require a budget. You need some type of initial investment on Social Media Management Systems (Hootsuite, Sprout Social, Raven Tools), funding for Facebook Promotions, Google Adwords (PPC), Google Analytics Integrations (measuring tools for the website if used in conjunction with social media), Linkedin Profile Upgrades for Enterprise, and additional cash-flow for improving audience engagement results. There are many other things on this small list, but initially starting an effective social media strategy for small to mid-sized businesses can require a budget of $5,000 to $20,000 for at least the first 6 months bare minimum.
Organizations more than likely can see the direct result or impact of a Digital Media Manager and get the ROI based on mixed media marketing rather than social media alone. Unlike Social Media Specialists or Virtual Assistants, social media is in such a baby stage right now that most organizations do not necessarily trust investing large amounts of funding into a sound social media strategy because it has yet to really provide tangible returns and there is a huge lack of understanding of what social media for business is really supposed to do for an organization.
Business Leaders Do Not Understand Social Media Specialists & Virtual Assistants Role In Business
Because of the distrust, lack of understanding in social media from the CEO’s or business owners perspective and the usually weak organizational buy-in, the Digital Marketing Manager has rose above the Social Media Specialist as far as the integration of social media strategies is concerned. This information is not based upon assumption, it is based upon experience and commonsense. Organizations want more bang for their buck and most Digital Marketing Managers do traditionally bring more skills to the table than Social Media Specialists or Virtual Assistants.
So to refer to yourself as a Social Media Specialist or Virtual Assistant in the eyes of leadership means that you are only good at what most people really know nothing about. So this also means as a Social Media Specialist you will probably experience more resistance on the organizational level and spend most of your time trying to convince your boss why they should invest in certain avenues of social media marketing rather than actually doing B2B or B2C networking and engaging.
- Social Media Jobs: Constellation Brands, BZ Media, Combined Jewish Philanthropies (allfacebook.com)
- Is Time Running Out for Establishing Your Social Media Strategy? (business2community.com)
- Does it Matter Who’s In Charge of Digital Marketing? (medmeme.com)
- 7 Marketing Trends You Should Not Ignore (business2community.com)
- Cory Monteith death: Global social media reaction (rappler.com)
- Aoife Rigney – we learn more (mompreneursirelandblog.com)
- SMBs Embrace Digital Marketing; Poised for Growth (business2community.com)
- Digital Marketing Is Intimate (slowlyfantastic.com)
- Is time running out for establishing your social media strategy? (businessesgrow.com)
- Let your Director of digital marketing direct (newmediaandmarketing.com)
Categories: Daily Digest