August 07, 2012, 8:59 PM — As more businesses continue to increase their presence on Facebook, LinkedIn, Twitter and other social networks, social media jobs, too, are predicted to rise. According to the Bureau of Labor Statistics, social media jobs will jump by 21% in 2013. That's a lot of hiring.
Social media specialists--sometimes referred to as social media managers or social media marketers--bring a bevy skills to businesses looking to beef up their presence and results on social networks.
"Anyone can build a Facebook page, but it doesn't mean it's successful. These people go deeper and rely on analytics to run good campaigns, tying it all back to ROI," says Gina Oliveri, senior consultant with executive staffing firm Bowdoin Group.
Here's a look at what social media specialists do, including the skills they bring to the table, their responsibilities, typical salaries and more.
Social Media Specialist: Responsibilities
Social media specialists are responsible for generating and maintaining a presence on social media sites, such as Facebook or Twitter, as well building an audience through campaigns, ads and updates, Oliveri says.
Just as important as the campaigns they run are the data points they derive. Social media specialists are often tasked with making the connection between statistics and how they translate to a campaign's success, branding and, of course, money.
Social media specialists likely reside within the marketing department, but usually work with a number of the business units. Job candidates often come from a junior or entry-level marketing or advertising position.
Social Media Specialist: Skills:
Social media specialists should have a deep and personal familiarity with the two big social networks: Facebook and Twitter. But beyond that, they should have knowledge of other social networking platforms, such as Foursquare, Digg and Stumbleupon, Oliveri says.
It's also important that candidates understand the business's audience--such as its demographics and interests, in order to target posts appropriately. Strong writing and presentation skills are also key as social media communications are customer-facing whether the specialist manages external or internal networks.
