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.
“... that it takes more than one intern to view the cat pictures on Facebook posts ... "
Before I take a closer look at the aim of the statement, I would like to tell a short anecdote: A few days ago someone posted a comment on Google Plus (yes, it still exists and it has active users) on a similar factual context. The user pointed out that Cat Content on Facebook Hasn't been posted for a long time - and anyone who claims such a thing is more likely to testify how long he has not been active there. You can stand by this statement as you like.
Tired of the phrases
In fact, for me it is one of those that stay in my head because they are correct. Because I'm tired of fins. At first no one knew what this social media was, then people reduced it to cat content - and qualitative content that moves people and added value are left behind. The only disadvantage: Most of these fins are spread inflationarily and they find listeners. That doesn't make it any easier for qualified advice to companies in terms of social software and social media - at least from the perspective of the provider 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
First of all, it is exciting to see that the paper appeals to both those interested in the profession and companies. The result is a universal guide that covers the field of activity of the social media manager. The requirement profile according to BVCM, which was already published in July 2012, is thus integrated 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.
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
However, if you read Vivian Plein's own goal, I believe that this activity is a little late. In another article I described that the backward integration of digital departments into the classic corporate structure is currently taking place. I referred to the Global Head of Digital, Vincent Stuhlen, from L'Oreal. If you continue with this thought, you have to ask whether and to what extent the social media manager has to develop and professionalize as an independent job description.
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
The professionalization of the job description should therefore be based on the market. An essential part of this is its fast pace. Professionalization can only mean one thing in this area: Specialization in customer choice. If you want to do social media now, you have to bring more than MS Office knowledge and your own facebookprofile.
Fionn Kientzler and Lena Gerhard postulated the reversal of algorithms towards humans via Marconomy. They designed the image of topic clusters instead of keywords. It is precisely this change that describes a fundamental reorientation of social media managers that should gradually be reflected in training and further education. Unfortunately, this is rarely the case, so that professionalization as required by the industry association can only progress slowly.
What remains of professionalization and guidance
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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German edition: ISBN 9783965961340
English version: ISBN 9783965961357 (Translation notice)
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