Expectations of the profession
In fact, the use of social media is now expected in many professions dealing with communication. However, it can not be confused for a long time that the social media manager has completely different tasks.
If the journalist is concerned about providing up-to-date information on his subject area, the PR consultant places his content optimally for the customer as part of a communication strategy, the social media manager is the even more.
In addition to the positioning and creation of content, which could perhaps be best described with the concept of the editorial, the social media manager is concerned with analyzing the content for the interest of the auditorium. Even this could be subsumed under editorial.
In fact, community management - in contrast to the placement of content - means more: social media managers are responsible for the content, the community in the sense of activity and exchange as well as for the evaluation of the placed content.
The first contact for digital affairs
They are an interface between community, PR and marketing. The social media manager is no longer - but not less - the first point of contact for the company in digital matters. As such, this profession must finally be understood.
Many Company still do not understand the concrete use of new technologies - and that goes beyond Facebook, Twitter and Co. - understood. This requires experts who can only come from social media management.
Differentiation of the subject areas necessary
A PR consultant will be able to create content for the field of Social Collaboration, but it is not his job to ensure the activation of the users by using sophisticated methods.
At the same time, however, this also means a differentiation of the specialist area of social media managers: If qualifications and further training are almost exclusively based on Facebook and Co, the needs of the coming 2 years will be much more in the area of social collaboration against the background of user activation and change management processes ,
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