Blog: A Mark & A Post
Workopolis has projected that the Social Media Expert will disappear in 10 years. While the Twitterverse and Marketing Magazine pretty well slammed the comparison to candlestick makers or something old-fashioned, it's obvious what it means is social is maturing. Brands are shifting their ad spend to social and hiring for it. Chief Content Officers, Content Managers, Strategists and Analysts.
From a marketing communications POV, losing the role Social Media Expert just means that the media is maturing quickly so that writers, editors, analysts and producers are becoming the norm. We don't have Advertising Experts, Newspaper Publishing Experts or TV Broadcast Experts. We specialize and what we're seeing already is that freelancers in social media are hired for strong strategic skills, analytics or copywriting that creates value by cultivating voices for brands that are resonating with people.
In a way, the Expert already doesn't exist. Where social media communications and tools were built by people from the PR world, it's maturing to include talent from more disciplines like publishing, broadcast and advertising as companies invest in social to integrate brand, product information, audience engagement, influence and, at the end of the trail, sales. Just like TV advertising did, by building brands through great advertising, only different.
Brenda van Ginkel
Every great brand that's making a difference to people or the planet deserves to stand out and be noticed. I write about creative direction and brand strategy for entrepreneurs and those supporting them, packaging concepts with messaging for growth and audience engagement in a crowded, noisy digital space.