The risk of a trend career and its impact
When I did my first post for Berufebilder wrote over two years ago, I referred to the Inflation of Social Media Managers, which are released from various further trainings. Last year, a large part of my contributions dealt with the Differentiation of the job description and the Specialization as an expert, At the beginning of the year I wrote about the Trends for the year 2015, These are now attracting attention because the professional image is changing. It is time to act:
The end of digitization is the return to the state before
Vincent Stuhlen, Global Head of Digital at L'Oreal, said in an interview with CMO that there are two evolutive developments. On the one hand, he is quoted, data and their strategic evaluation and use new experts who are familiar with it. On the other hand, he sees a backward integration: digital experts are becoming part of classic divisions.
If this idea continues, he draws one End point of digitization which many experts have not seen in recent years. Accordingly, the corporate structure would continue to exist. The integration of experts for digital processes in these structures would bring the associated knowledge into the departments. The benefits of social business are thus reduced to the use of social software. The dream of flexible work forces would have burst - from the point of view of idealists in the new world of work.
What will remain of the idea of the digital enterprise
Carrying on this idea, the first signs of such a development are already showing. Many social media managers, who were regarded as pioneers in professional circles, give up their independence to work in Company to work. There, they take responsibility for digitization, which is essentially characterized by the declaration of online and the derivation of strategies for companies to respond. A radical rethinking in the sense of a break with existing structures has not yet arrived in Germany.
At the same time, the integration of digital knowledge into existing business processes also means that the economy starts with new thinking. The backward integration of expertise into existing departments can be seen as an opportunity for change on its own. For example, one of the biggest problems faced by corporate groups is that measures taken so far to implement a digital strategy are only supported by part of the staff. The combination of thought leaders and avoiders could trigger a significant innovation boost. In fact - and this is shown by the presentation with many conjunctives - this seems rather to remain the pious hope of the social media manager.
In the end, a change of mindset remains for the social media managers:
- Specialize yourself! This can only be the active debate with apps and data this year. It is about acquiring strategic skills that go beyond pure social media management.
- Be prepared! Change requires a certain openness to the things that change itself. Therefore, a certain amount of waiting and patience is indispensable for the working social networks.
- Away from the computer - to life! The Internet offers a whole range of ideas possibilities. The fewest social media managers have tried to strategically capture the market in recent years. A first step towards this can be a visit to newly opened shops in order to meet their needs first hand. Making is the new online.
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