Social media expertise is in demand, but not experts

Despite the media hubbub surrounding social media, and its impact and development within marketing plans, the commotion it’s caused is yet to translate into a flurry of specialist communications vacancies.

Social media skills are in big demand as more and more organisations get seduced by the medium and the competition hots up to engage consumers virtually. And as the debate over social media’s marketing effectiveness rages on, the marketing and communications industry is quietly upskilling.

Social media still needs to prove its worth and effectiveness as part of the marketing strategy

Communications professionals are now largely expected to have a certain level of understanding of social media, but few specialist communications roles are being created in-house in practice. Instead, social media is being more routinely incorporated into existing marketing and communications staff’s remits.

Even within campaign work, the need for social media experts is premature. Public sector health organisations for instance have preferred to recruit interim communications professionals who have standout skills in social media, to bolster the effectiveness and reach of their nationwide health campaigns.

Social media still needs to prove its worth and effectiveness as part of the marketing strategy. Assuming the medium manages to silence its critics and takes centre stage in digitial marketing strategies, more dedicated social media roles will crop up in the future. Until then, those looking to specialise or upskill have a window of opportunity to do so fast.