The Four Horsemen of Social Media Employment

Wondering how to get a job in social media?

Wondering how to get a job in social media?

If I were to create a few tracks with job appeal and hireability in mind, I’d do these four:

  • Analytics: measure cross-channel ROI, optimize campaigns to maximize effectiveness, create dashboards, set-up Omniture/GA for conversion tracking, determine budget/allocations for maximum ROI.
  • Advertising: unified paid social campaigns across Facebook, Twitter, LinkedIn, YouTube (which is Google), Google, Pinterest. Set up and manage campaigns based on business objectives (tie in to analytics).
  • Content marketing: Content strategy, content production and community management to drive maximum business ROI (tie to analytics) and amplification/automation (tie to advertising and marketing automation).
  • Engineering: Build social apps, data management (DMPs, tag management, APIs), security, process automation. Ties to analytics, advertising, and content marketing.
JVJulio Viskovich, VP of Marketing at explains how these four traits are crucial for prospective social media managers:

I personally think that the two sexiest from an employer standpoint is content marketing (it’s getting all the rage these days), Advertising is huge, and I also think Analytics is important because social is still misunderstood and young it’s its so vitally important from small to medium business to measure and test everything and maximize their spend.  Engineering is also important but to a specific subset – I think the first three are the sexiest from a generalized standpoint.

This framework is not tool-dependent, though students would have to get hands-on experience using the top 3 tools in any category. These four tracks stand the test of time.

  • So while Facebook ads reign now, someone else might come along with better targeting and scale for a particular niche — like LinkedIn.
  • Adobe’s Creative Suite is the current leader in all things design, upcoming nimble tools like Canva may serve social needs better.
  • Google Analytics is the dominant free reporting provider, but social reporting via 3rd party and native providers go beyond javascript (website-based) tagging.
  • WordPress might be the publishing tool of choice for the web, but social has Hootsuite, native tools, and 3rd party platforms galore.

Viskovich explained further:

This missing element in higher educations is often the hands on approach to learning – and social media needs it. In a few years paper resumes won’t exist anymore and your online persona and brand is what people will use to judge. It tremendously important that students leave university with a handle on their personal branding online, but also to have experience executing the key activities that are currently in demand in the digital space.

Are you being hands-on in your learning and tending to your online persona?

Image courtesy of Shutterstock.

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