Digital marketing has grown exponentially as social media has proliferated throughout society and the advertising landscape. The Guardian reported that social media jobs have exploded, rising at a rate of 1,357% since 2010. With so many positions being created as social media’s influence expands, common sense dictates that finding a job with one of the thousands of digital marketing companies across the country would be a piece of cake.
Think again.
Justin Bank, Deputy Editor of Audience Engagement at The New York Times, noted in an article for The Washington Post that he had interviewed over 200 people for social media positions while he was at the paper. He hired three.
Most digital marketing companies vary in their expectations and requirements for social media hires, but one skill set consistently reigns supreme: experience.
While a college degree is desirable because it proves that the applicant can think critically and (hopefully) possesses some level of writing skill, the world of social media ultimately does not care about degrees and GPAs. As Stuart McClure, head of marketing at digital recruitment agency Propel London, told The Guardian, “Courses and qualifications are valuable for your own knowledge but nothing compares to proven work experience.”
Past professional work experience, a marketing internship or even a degree in social media all look good on a resume, but social media employers are looking for people who can truly walk the walk and talk the talk.
Justin Bank, in the interview with The Washington Post, said, “The biggest thing I go looking for is fluency in digital media… And knows that it goes well beyond Facebook/Twitter.”
Digital marketing companies are increasingly looking for employees who are already engaged and can demonstrate that engagement in the form of social media metrics such as comments, likes, followers and re-posts. According to Bank, the best thing an applicant can do is to, “Maintain your own active, creative, smart social accounts on a range of networks, intern with a company where you can do the same on a branded level, know what you like on social, and learn how to write well.”
Writing well is a largely overlooked qualification in the world of 140-characters, but many junior social media positions at marketing companies involve heavy doses of content production for online channels. Social media marketing has expanded, and the skills required to land a social media job have grown accordingly.
Director of digital marketing agency, iProspect, Victoria McKevvit explained to The Guardian that social media marketing companies now require applicants to have, “… an understanding of brand, marketing or communications planning, writing and good design/aesthetic judgment.” The ability to analyze social media metrics and the capacity to generate creative concepts and ideas are also vital skills in the new social media marketing world.
Landing a job in social media marketing requires a unique skill set, a passion for all that is social media, and the know-how that can only be acquired by active participation and a strong social media presence.
Alex Kirkwood writes for Fusion 360, an SEO and content marketing agency. She writes for many other clients as well. Follow on Twitter