An online Bachelor of Science in Marketing can provide students with expertise that can assist them in providing value to their organizations, from communication and critical thinking skills to behavioral and sociological insights that help determine why, how and when to interact with online audiences as representatives of a public figure, company or brand. With this knowledge, graduates can seek vital social media-based employment opportunities across a range of industries.
Social media specialists can hold in-house, agency or independent consultant roles as they develop strategies, implement campaigns and generate reports from social media platforms for their companies and clients.
A social media specialist job description typically includes the ability to manage multiple accounts and deliver creative content. Social media ad campaign managers show a return on investment with quantitative key performance indicators, such as impressions, shares and leads captured via social posts. A social media specialist may also complete any or all of the following tasks:
- Set up and promote a new account, page, group or community on a social media platform
- Create and manage social media ads for paid reach, as well as research and determine target audiences for such campaigns
- Post original or curated content, including text posts, polls, images, videos or linked third-party content for informational or engagement purposes
- Reply to comments on posts, moderate discussions and respond to direct messages
- Analyze metrics, create reports and present results on a brand or its competitors
Social media specialists often complete tasks beyond their core competencies, such as the duties of an advertising expert, a customer service representative and a community manager. They also collaborate with other members of the public relations and marketing teams. Social media professionals coordinate with these peers to manage a brand’s reputation and improve consumer awareness.
“I think having a social media presence is critical because it is oftentimes the first thing people see if they Google you, or if someone has a negative experience, the first thing that they're going to do is probably tweet at you,” says Grace Hoy, an ASU Online graduate of the BS in Marketing program and social media manager for the Kansas City Chiefs. “But then it's also a way to get your information and your business in front of other people who may not necessarily seek it out, especially if they have a friend who shares a piece of content.”
This assertion reflects the market conditions spurring the prominence of social media in business- and consumer-facing markets. Such risks and opportunities require professionals who can capitalize value on this channel.