Social media is ubiquitous and has become increasingly relevant for businesses in recent years . From Facebook to Twitter, YouTube to Instagram – hardly any organization can afford not to be active on at least one of these platforms.
However, this also means that someone has to manage these channels and develop strategies. This has given rise to entirely new career fields. SpardaSurfSafe, an initiative of the Education and Social Affairs Foundation of Sparda-Bank Baden-Württemberg, presents the most important careers and entry-level opportunities.
According to a recent OECD study as a profession
Traditional professions are still highly sought after among young people. Teachers, police officers, doctors, psychologists, and even IT loan database specialists are among the top ten. However, professions related to social media, despite offering excellent career opportunities, have not made it into the top ranks, especially for young people.
Unlike the older generation, they are digital natives, meaning they move naturally on social networks and know what’s important on each platform. This knowledge is highly sought after by companies, and social media managers, community managers, and social media consultants are now completely normal jobs with good career opportunities.
“When you think of careers in social media, the first thing that comes to mind for most people is influencer. However, not everyone is born for the spotlight or even interested in such publicity. But social media also offers exciting career opportunities away from the cameras,” explains Götz Schartner from the association Sicherheit im Internet e. V., one of the co-organizers of SpardaSurfSafe.
“Most companies have now realized that social media has become one of the most important marketing channels and that its maintenance and strategy development should not simply be left to interns, but to real professionals.”
The German Federal Association of Community Management (Bundesverband Community Management e. V.) defines social media and community managers as the most important professions, which we would like to take a closer look at here:
Social Media Manager
The social media manager is primarily responsible for the company’s social media presence. They develop strategies for communication on the use email campaigns for paid advertising promotion various channels, coordinate activities across all platforms, and serve as the interface and contact person for all departments involved.
They are also responsible for performance monitoring and performance assessment. In addition to familiarity with the relevant platforms, knowledge of online marketing and PR is essential for this role. A solid foundation in internet law and technical expertise are also advantageous. There are now even a few private providers that offer specific social media management degree programs.
But a regular degree program, for example, in media and communications, is also an option. It’s important to note that training to become a social media manager isn’t regulated by the state, so there are many paths to success.
Community Manager
Alongside the social media manager, the community manager is the second key position within the company when it comes to social media presence. They communicate with the target audience across platforms and are responsible for responding to praise, criticism, and other comments.
Those in this position know what motivates users, the mood in the community, and which topics are currently trending. Because they are in constant direct contact with the target audience, they are the most important contact for the social media manager in strategy development. Particularly important for this job are good communication skills, empathy, and a passion for dialogue.
A thick skin is also advantageous, as community managers have to endure a lot in the event of a shitstorm. Here, too, there are traditional entry-level options through a communication degree or private providers of training and continuing education opportunities.
“Social media is growing and changing rapidly, list provider and it’s often challenging for companies to keep pace with this dynamic. They need experts who know how to navigate which platform and with which topics. For young people these days, this is almost normal. As social networks and media are a natural part of their lives. This makes them predestined for a career in this field,” summarizes Schartner.