Is social media becoming a job requirement, not a job title?

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Although the title of the piece stirred some emotion in the world of social, as I’m sure it was designed to do, the recent Quartz article titled: RIP, Social media managers – tweeting is everyone’s job now,  included some interesting insights into the evolution of social media job roles, and how we now see social as part of a range of job descriptions.

The piece has been attacked by some for suggesting that social media related job roles are decreasing, where as I believe the piece is simply stating that social is becoming more of an expected skillset within other roles, and rightly so.

The key stats used in the piece by Vickie Elmer @WorkingKind, were taken from jobsite ‘Indeed’, using data that covers jobs listed from end of August 2012 to end of August 2013. The highlights included:

- Overall, jobs with social media in the title grew by 50% over the last year, a much slower rate than in the recent past

- Jobs that mention social media in the description, but not the title, gained 89%

- In the previous year, social media jobs grew twice as fast—by more than 100%

- Indeed says that the genre is less seen as a separate entity within an organisation and becoming more specific, and sprinkled within many departments

- Job seekers who search beyond the social media title will find 13 times as many jobs that include work connecting and sharing via the growing array of social media outlets

- Positions with photo sharing app Instagram in the title gained 644% and those involving Vine grew at 154%

- Jobs titled Twitter fell by 22% in the last year

- The biggest growth in social media jobs were related to the term “social media expert” which Indeed say experienced a 1,600% growth in the last year

Apart from the huge growth in the term ‘social media expert’ which is as scary as it is annoying, the figures seem to suggest that social media is moving from a siloed job role, to a more generally expected skill. This reflects the deeper relevance of the medium and the higher responsibility of varying job roles to understand and utilise social.

Amy Crow, Indeed’s communications director commented: “We are seeing an increased demand for social savvy candidates across the business – from human resources to product to customer service. In addition, we’re seeing this demand span many levels, from executive assistants to senior vice presidents.”

As reported previously on this blog, digital is more important to the economy than we realised, but we’re now beginning to see the importance of social across the board.

I think this is a positive move, and although the suggestion in the title (RIP social media managers) is unlikely to be true any time soon, the data shows encouraging development in the jobs market as it relates to the impact and demand for social media-related skills.

 

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