We analyzed 50 social media job descriptions: Here’s what we learned about the state of social careers

🌈 Abstract

The article analyzes the evolving landscape of social media job descriptions, highlighting the growing specialization and sophistication of social media roles, as well as the lack of industry standardization in career levels and compensation.

🙋 Q&A

[01] About the Data

1. What was the scope of the data analyzed in the article?

• The article analyzed 50 social media job descriptions from various countries, brands, and industries, primarily for specialist, strategist, manager, and director-level positions. The data was collected from May 15 to May 24, 2024.

2. What were the key findings from the data analysis?

• The article found that social media roles have become more specialized and sophisticated, indicating the future direction of social media jobs.
• There is a lack of industry standardization when it comes to career levels and compensation, which negatively impacts career longevity for social media professionals.

[02] Strategist vs. Manager Roles

1. What are the key differences between strategist and manager roles as observed in the job descriptions?

• The qualifications and responsibilities for strategist and manager roles are often not significantly different, and the distinction can sometimes come down to semantics.
• While some manager roles involve managing a team, many do not, blurring the lines between strategist and manager positions.
• The article suggests that companies should carefully consider the responsibilities they are asking employees to manage and ensure a clear career progression path for both strategists and managers.

[03] Compensation Trends

1. What were the key findings regarding compensation for social media roles?

• Compensation for social media professionals increases significantly as one moves up the corporate ladder, with wider gaps between the top and bottom compared to other industries like finance or sales.
• There are wide compensation ranges at every level of the social media profession, and companies are often unclear about the actual compensation for open roles, which can be a concern for job seekers.
• The article provides average compensation ranges for specialists, strategists, managers, and directors, but notes the wide spectrums at each level, leaving room for negotiation.

[04] Evolving Responsibilities and Skills

1. What new responsibilities and skills were observed in the job descriptions?

• The job descriptions demonstrated a higher level of social media maturity, with responsibilities such as customer care, social listening, community management, paid social, and influencer marketing.
• These findings highlight the value of data analysis and content amplification skills, and suggest that future social media teams will become more specialized and data-driven.

[05] The Importance of Video Content

1. What were the key findings regarding the demand for video content creation skills?

• Demand for short-form video content continues to grow, with 81% of consumers wanting brands to publish more short-form video.
• Jobs that list TikTok and YouTube have higher starting salary ranges, indicating the value companies place on video content creation skills.
• However, the article notes that static content creation and copywriting skills are still important and should not be overlooked.

[06] Implications and Recommendations

1. What are the key takeaways and recommendations for job seekers and marketing leaders/hiring managers?

• For job seekers, the evolving social media job market means it's time to refine their skillset and hold future employers to higher standards.
• For marketing leaders and hiring managers, it's time to think strategically about building a social media team that meets future demands and drives growth for the business and its people.
• The article recommends that companies provide clearer career paths and competitive pay to address the lack of industry standardization in social media roles.