I think social media marketing is one of the hardest jobs possibly in all media and marketing industry because it changes so much. We’ve said that over the years, it changes and changes and evolves.
But it only kept evolving up in terms of maybe volume of metrics, the volume of platforms you have to be on. But it’s getting infinitely more complex.
There are platforms out there to consider, there are priorities to consider, and the real skill sets are not anymore only in – of course, which still remains critical – like the content piece, being able to do a video campaign or to think of a nice hashtag campaign.
Of course, that’s ultimately it. But the real disciplines are when you have a piece of raw content and adapting it and creating the strategy of rolling it out on those platforms. That’s beginning to be a unique job. T
his is where we see marketers need help and assistance, as much as they can get, in fact. And this is why we’re seeing social marketers use a lot more agencies. We’ve seen them take it in-house a lot, the posting and content creation. But more and more we’re seeing them use agencies, specific agencies for specific tasks.
And it’s becoming an amazingly hard strategic and coordination job where you have to actually figure out a strategy in a world where three months ago only Snapchat existed in Stories. Right now, it’s the number three Stories platform.
And this is tremendously difficult. Have him realize how much of a job, how much of a transition you’re going through and how much support you need. I’d give social marketers space, I’d give them coaching, I’d push them to better performance and I’d give them partners around them that can be experts in their areas, whether it’s a great creative agency, a great ideas agency which is different.
A creative agency won’t do the ideas behind some of the activations, not necessarily. And of course, a great measurement platform. That’s what they need. And tools around them in general that’ll help them do their job every day.