Social Media Manager: More than cat pictures


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The Federal Association of Community Management (BVCM) eV recently presented a job profile for social media managers. In her accompanying text Vivian Plein, 2, formulates. Chair of the BVCM, a plea for the first systematic draft of the job profile Social Media Manager. What Company to know and how to classify this advance, I summarized below in a replica. Social Media Manager: More than cats Images social_media_manager

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Here writes for you: Katharina Heder is Digital Media Manager and Consultant. Profile

"... that it takes more than one trainee to post cat pictures on Facebook ..."

Overview

Before I take a closer look at the direction of the statement, I would like to share a brief anecdote: A few days ago someone posted on Google Plus (yes, there is still and it has active users) a comment on a similar subject matter. The user referred to the fact that Cat Content on Facebook has not been posted for a long time - and those who claim to be more testify, how long he is no longer active there. One can stand by this statement as one would like.

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In fact, for me it is one of those who stay in my head because they are voting. I am tired of flippers. At first nobody knew what that social media is, then people reduced it to cat content - leaving qualitative content that moves people, and added value along the way. The only downside is that most of the time these flossels are inflated and they find listeners. That makes it a qualified advice from Company in terms of social software and social media not just easier - at least from the vendor's point of view vulgo myself.

In this respect, the step taken to standardize the professional image is a logical one. It is owed to the development of the profession and one must not underestimate this attempt.

What keeps the free whitepaper for business really ready

Overview

First of all, it is exciting to see that the paper addresses both interested parties in the profession and in companies. Thus, one is universal guide, which covers the field of activity of the social media manager, emerged. This will already be released in July 2012 Requirement profile according to BVCM into a larger framework.

For companies, this means they have a basis to formulate their job postings. While more and more people in the market are hearing that companies are looking for qualified staff for cooperating partners, the BVCM is sending a clear signal and helping to emancipate itself. After all, there are reasons why qualified personnel are not kept - and only very rarely is it the lack of money or tasks.

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The exact list of abilities can already be used in the display to provide a clear framework: If an all-rounder is sought, the activities must be presented accordingly with qualifications and abilities. But this is not enough, because even for job interviews, the guide to a checklist can be reworked. In this way, the Federal Association for Community Management offers a clear development aid on the market.

The goal: professionalisation of the professional image

Overview

However, if one reads Vivian Plein's own goal, I believe that this activity comes a little too late. In another post I described that the Backward integration of digital departments into the classic corporate structure currently take place. I referred to the Global Head of Digital, Vincent Stuhlen, of L'Oreal. If one continues this idea, then one must ask the question, if and to which extent the social media manager must express itself as an independent job profile and professionalize.

In fact - as Vivian Plein writes in her plea - social media manager is the keyword for the digital transformation. He is the one who has to recognize, accompany and implement the digital transformation. It seems to me that names like Head of Digital are now far more widespread than those of Social Media Manager.

The professionalization of the job profile must be based on the market

Overview

The professionalisation of the professional image should therefore be oriented towards the market. An essential component of this is its fast-paced performance. Professionalization can only mean one thing in this area: specialization in customer selection. Anyone who wants to make social media now has to bring more than MS Office knowledge and a personal Facebook profile.

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Thus postulated Fionn Kientzler and Lena Gerhard the past week via Marconomy the turn of algorithms towards man, They designed the image of theme clusters instead of keywords. It is precisely this change that describes an elementary reorientation of social media managers, which should also slow down in education and training. This is, unfortunately, rarely the case, so that a professionalization as demanded by the industry association can only progress slowly.

What remains of professionalization and guidance

Overview

First of all the respect of the authors: With great sustainability and a lot of commitment write and wrote all involved in this guide. It is the first of three to appear. I think it's good to be able to explain my tasks to customers by means of key facts. Furthermore, it seems to me almost indispensable to link these charts to the social media agencies' offerings so that customers can get a picture of them.

At the same time, however, the efforts of the industry association are mainly testimony to one fact: there is still a lot to do - so let's get started! If you have any questions or comments, I look forward to your comment.

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  1. Robert

    Yes, unfortunately, the job profile of the social media manager is still underestimated, but it is so important for communication in companies. But as long as managers still think that only cat pictures are exchanged, unfortunately nothing will change.

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  5. Dirk Günther

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  8. Vivian pain

    A small addition to the sentence with the cat content, because I mean not only pictures of animals or babies (which are very much too much to be posted ..). For me, this term is generally synonymous with contributions of any kind that are designed to get clicks, likes and shares, but have no strategic relationship to the company's overall communication, or somehow contribute to it.
    In addition, I agree with Lars - we have now established a terminology that is recognized. Let's work with it first. The discussion whether the social media manager is needed at all has been going on for years. If one sees the position as isolated, hip free float in the enterprise, I think that even personally makes little sense. With the whitepaper we just want to make it clear that the social media manager is not exactly that. It has to be fully integrated as an interface to everything that makes communication to the outside, and it has to carry the theme "digital" into the entire company. Strategic, comprehensive, transformative, communicative, neutral. We will need this position for a very long time, especially here in Germany. As one might call this role then, it is secondary, but as I said, here we have just a term that is established, so let's start now!

    • Catherine

      Love woman torment,

      Thanks for the supplement. This almost coincides with what I wrote: the title is subordinate.

      For your introduction to Catcontent or Clickbait: Since I already see a difference and I hope you can agree with me. Catcontent is a placeholder and buzzword, which many people use to characterize superfluous content. Clickbait, however, is a promise to content that is not resolved. Just as you want to describe these contents, it is rather so (and therefore I find in this important context your statement not precise enough) that the training of SoMeMa has gaps, which later in the profession in the described form of content. Therefore - at least my assessment - one must tackle the problem from the root and not criticize the consequences and their effects. Here I see you and the branch of industry, whose activities I pursue with the utmost interest, to work in this direction.

      For the rest, I agree with you, with the exception of a further note: The case outlined or the quoted statements are not a discussion. They are Fakhres: Many companies integrate backwards. That is not meant to be judgmental, but there is a fact again. Whether you want to work with the term SoMeMa or not, was not considered in my post as a point of discussion. It was important for me to point out that not everything is set in stone and that your whitepaper portrays every business reality in all respects. But now I see that I should have become more precise there :-) Thank you for your reference.

      I respect your work very much and I think it's good to be able to give customers a spectrum in the future, which leads my service from egg laying Wollmilchsau to sound statements that have a certain objectivity for customers. That's why I'm looking forward to more whitepapers today, and I'm curious to see if they maintain the high level of input.

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  14. Lars Hahn

    CDO = Chief Digital Officer
    This would be a suitable title for the strategists in the area of ​​digital transformation of companies. However, probably more for the big company with C-level terminology.

    Only the social media manager has established itself, so we just work with it for a few more years. I'm sure you know that SoMeMa should be set up quite differently today than it was five years ago. Strategic consulting in the company as a core task.

    What BVCM's paper best shows, concepts of professional images in the field of digital transformation are already outdated when they are put to paper.

    • Simone Janson

      Thanks for the note, exciting topic.
      By the way, I just quoted and linked the very nice interview on older workers in my new WIWO online column. Come then in a few weeks.

      • Catherine

        Hi Lars,

        Thank you for sharing and your comment.

        A loud YES to all points. More important than the term is in the end precisely what the one does in the end. Since it still makes me stomach pain, companies in job advertisements find unclear formulations, which seldom help them to find suitable staff.

        In addition, the qualification qua further education often shows gaps in later activities. Still my favorite example: the identification of target groups in SoMe strategies.

        LG

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