Egg laying wool milk was yesterday
The type and quality of training has been discussed so far, as has the question of the professionalism of some providers. At its core, many social media managers have a relatively broad portfolio. However, this is now about the tasks and activities as part of a possible specialization.
A specialization in the narrower sense could or could not take place so far, since the main requirement was to provide the customer with comprehensive advice. However, the complexity of the platforms and the different orientations show in many case studies that pure knowledge and daily use are not sufficient for professional implementation in projects.
Good advice can be expensive in crises
Just recently, the example of a raffle showed that good advice can often be very expensive if social networking guidelines are ignored.
In the present example, Romy Mlinzk did a very good work-up on the problem, including the perspective of the training company, as part of a blog post. In essence, it can be seen that it does not necessarily depend on the quality of the training whether someone does a good or bad job in his job. The consequence of such examples can only be that you specialize.
Facebook 1, rest not available?
However, this does not mean to ignore the other platforms, but to engage more intensively in the networks, which are particularly important and in combination give a good overall picture, and to advise customers mainly in this segment.
It is questionable, however, whether it is, for example, wise to focus only in image and video networks.
Credible and reliable
For the customer - and this is no less important - this approach has the advantage that he can rely on the provider, since he can assume the competence in all areas and this includes an increase in the credibility of the entire industry.
This opens up new perspectives for the many social media managers, since the specialization may have a different effect and thus create new business potentials.
The quality of work is increasing
However, the quality of work performance continues to increase, as concentrating on certain tasks allows the more effective use of existing resources: For example, those who previously had to look after Facebook, Twitter and Google + had less time to take care of developments on Twitter.
Not to mention using things like Vine. If Google is gone now, because there is not the core competence, then this opens up further possibilities in the intensity of the care of the other channels.
Workload increases daily with the change of user needs
Many Company have not yet understood that social media has no business hours. In this respect - depending on the channel to be supervised - it often happens that inquiries or interactions take place outside working hours.
Gerade bei dringenden Anliegen zB nach 18 Uhr, schickt es sich nicht unbedingt erst am kommenden Morgen ab 10 Uhr zu antworten. Insofern schafft eine Spezialisierung auch Ressourcen, um derlei Probleme angehen zu können.
Disadvantage: Companies can hardly keep pace with professionalization
The real drawback lies with companies whose financial resources are barely sufficient to employ a social media manager. Because these can hardly keep up with the ongoing professionalization.
So it will - in much the same way as in classic advertising - come to a change of course: who does not have the means to keep pace, he has to live with the fact that he buys a latent risk.
The surplus value is lost
In addition, the actual added value - the value added chain of the company - is lost in the care of (too) many channels: The dialogue with the customer, the inclusion in developments and actions to increase reach and communication are often artificially pushed through competitions.
However, the customer does not always take part who already uses the product for several years, but many people feel compelled to participate by the pure profit.
Resources must be manageable
In order for the quality of customer dialogue and interaction with the company to increase again, it is important that resources remain manageable. Essentially, the job of the social media manager is as a mediator between companies and customers.
However, the many requirements that the platform has plagued him in the past have taken the time to deal intensively with the contributions and make full use of the value added.
Too many cooks spoil the pulp - we all know that
If one summarizes all these arguments, then one thing becomes clear: The professionalization of the Social Media Manager does not depend on his education, but rather on the question of dealing with the learned.
An economist is more likely to focus on marketing, for example, than in his profession as an economist. Social media managers must finally take this step.
Many are simply overwhelmed
If the discussions about quality of education are raised to this level, then it is easy to see that many are simply overwhelmed by keeping themselves up to date, creating mistakes that harm all sides.
This step needs courage because it goes hand in hand with a clear confession, which is not self-evident: not to want to be able to do anything to the confession, but to be especially strong in the areas that lie with you. This is not for everyone, but do we all want to wait until many mistakes have happened and the industry has its reputation gone?
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